Outbound Telemarketing Metrics
B2B TELEMARKETING SALES METRICS
George Clay
Outbound B2B telemarketing costs depend on total dialings per hour…total decision maker contacts per phone hour…and total qualified sales leads per phone hour.
Full time outbound telemarketer in business to business telephone program can make 25–30 completed calls per day — i.e., call in which decision maker is reached. In part-time effort, 5 to 7 completed calls in an hour are generally attainable.
Determine (1) cost per outbound telemarketing phone hour, (2) cost per outbound call, (3) cost per qualified sales lead, (4) cost per order (or appointment). Control of these outbound telemarketing sales metrics is vital to any call center’s success.
- Determine break-even points based on outbound telemarketing sales metrics including …product margins…realistic close ratios from qualified sales appointments…realistic average orders…buying cycles — both frequency of purchase and likely dollar amount of repeat orders.
- Include costs for sales literature. Test call scripts, follow-up sales letters and those all important lead nurturing call backs to improve efficiency of your sales marketing lead generation efforts.
- Track results. Set realistic goals. Include number of completed calls per day.…..number of qualified sales leads per day…dollar value of sales per quarter.…appointments made by phone and results of these appointments.
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