Every day millions of salespeople work hard to find new customers. One of the least expensive options for generating new business is cold calling. Why? Because building the right telemarketing list is easy. One approach to building the right type of marketing list is to spend a lot of time doing research on your ideal customer. LinkedIn has created a neat ecosystem for people to be able to search for folks in their area by industry type, position, and company. For some people this makes a lot of sense, especially if you’re working in a very specific niche and need to speak with very specific people. For most folks this easily ends up being a distracting process.
So what makes a telemarketing list perfect? Obviously it’s ability to generate sales. The reality is that cold calling is a mass marketing approach vs being super specific. For example, if you selling roofs it would be nice if you had a list of people with roofs that were in poor condition, but you also know that if you call 100 people at random, you’re going to find a bunch of them with roofs they know need to be replaced. In just looking at the math, most people can make at least 50 calls an hour. Does that sound high? Maybe at first blush, but if you consider that you won’t be able to reach most folks the number of times you’ll be pitching gets cut down quite a bit. If you hang up after 30 seconds of someone not answering it makes it easy to keep the average call at under a minute. If you can average one minute per call you’d even have time to take a 10 minute break while getting 50 calls an hour in! An average response rate on cold calling is around 2% which means you should be getting around one hot lead per hour. The right telemarketing list lets you focus on making the calls by getting in front of the right folks.
So how specific should you be? Roughly, “close enough”. Most list brokers and marketers will tell you that you need a super specific and super accurate list. Yes those can be helpful, but for a lot of industries it’s overkill. Let’s go back to the roofer guy, the cost of getting a list of homeowners is relatively low (link to list pricing), but getting a list of folks specifically that have damage to the roof could be incredibly expensive (basically paying someone to drive around, look at the roofs, take down the address, and then look up the phone numbers). So if you called a list of homeowners you may very well end up talking to folks that already have a new roof, but the overall cost of calling those folks that might not need your service is a lot lower than the additional cost of getting a more targeted list.
Are Premium Filters Worth the Premium?
Not every industry has the luxury of being able to access premium filters, but some do. For example, mortgage brokers like working with “trigger data”. Trigger data is a marketing list that’s created based off a recent credit inquiry or “trigger”. For example, if someone fills out a credit application for a mortgage it indicates they may be a good prospect for a competitive mortgage company so mortgage brokers will pay a premium for it. While that is useful, it can also be more than 100 times the cost of traditional marketing lists! Because of that, most mortgage brokers and call centers will simply call on traditional marketing lists vs going through the time and expense of premium filters.
Using Alternative List Filters
Sometimes the filter you want just isn’t there, but you do have options. One of the best examples of this is getting a list of people on Medicare. There are thousands of agents looking to help seniors with their Medicare needs, but they can’t just buy a list of people on Medicare. Fun fact about Medicare, is nearly 97% of americans over the age of 65 are on it. Since the age filter is super reliable, getting a list of Medicare eligible seniors is super easy because it’s as simple as getting a list of consumers age 65 or older.
What Consumer Telemarketing List Filters are the Most Useful
If you’re trying to generate new customers you obviously know something about them. The most common filters would be age, income, homeowner status, property value, and credit score. Generally the easier it is to get a type of data the more reliable that data will be. For example, if you’re looking for a list of people that like green jello on Thursdays you’d usually be dealing with responder type data which heavily relies on reaching out to consumers and getting a response. This tends to skew results and limit the amount of available data. On the other hand if you’re in the residential construction business and want to be targeting people in homes that are at least ten years old it’s pretty easy to reliably get that information as it’s generally publicly available from county tax records.
An example of a filter that’s a little bit more of mixed results is the income filter. The specifics on how a compiler will get this information can vary quite a bit, but it’s usually a combination of census and credit data. There are some skews so don’t be surprised if you end up finding folks that allegedly have high incomes living in low income areas or if you find millionaires listed with incomes under $20,000 per year.
What Business Telemarketing List Filters are the Most Useful
When it comes to business to business marketing a lot of marketing is done through networking, but cold calling still works. The most common business telemarketing list filters are industry type, number of employees, and sales revenue. Some list brokers will include specific contact information as well, but that can be very difficult to maintain as people are constantly changing jobs and there isn’t a great way for the compilers to keep that information updated.
Of course any list broker should let you search by geography such as by state, by county, by area code, by zip code, or even a few others you may not heard of such as carrier route.