TeleWebSales: A Methodology Discussion with Anneke Seley (Part 13)
Check other articles in the series...SM: All of these things which we have discussed are a discipline in and of themselves. There are but a few people in the industry who understand this at the level and depth that we have discussed today. For companies who are coming up to speed, there is a lot of need right now because of the on-demand movement, and what I call Enterprise 3.0 and TeleWebSales. How does Phone Works help?
AS: We take on the responsibility for getting this type of sales organizations up and running in the fastest amount of time possible. Because of our experience, our knowledge of best practices, our understanding of technology processes, and of course we have the right people to make us successful, we are able to get in there and get it started. We test and refine for the first few months to the point where we have a model which can be scaled and is predictable. Afterwards, we hand it off and you have something valuable.
SM: The people you bring in to this type of engagement are those who know how to set up this methodology?
AS: Absolutely. All of our consultants have started groups like this from scratch. They have been in situations where they are in charge of the performance of a group; they were sales managers.
SM: You bring in an inside team. Then you recruit the balance team, on behalf of your clients.
AS: Once we have an idea of the program and strategy, and we have built the profile that we think is the right profile, then we can help use the internal recruiting resources or use our network or online resources to do a recruiting campaign, interview and recommend people we think would be qualified to do the job.
SM: Is there anything else we should talk about before we close?
AS: I think this is very thorough Sramana.
SM: Well, yes 
I personally have a huge bias towards repeatable sales processes, and more often than not, companies don’t follow a good process. They operate in a “spray and pray” mode, without testing their segmentation, positioning, messaging. From there on, lead generation goes helter skelter. They don’t qualify leads. They fly around the country, sometimes even the world, trying to establish contacts with potential buyers. And when nothing happens, they wonder why!
This is actually not rocket science. However, it takes patience, discipline, perseverance, and resilience.
Just the other day, I was scolding an entrepreneur whom I advise … he says, that he did a campaign of 100 cold calls on a specific segment, and it turns out that this segment isn’t responding to his value proposition. He is depressed.
Well, you have no reason to be depressed. You have to have multiple segments that you test with multiple value propositions, and see what sticks. Then, once you’ve figured out what sticks, and for which segment, you can go build the list, start scaling your campaigns.
No, it is not rocket science. At the same time, I can assure you, building a repeatable sales process is NOT easy. And whether you will be able to build a large company depends entirely upon whether or not you can build a repeatable sales / marketing methodology!
This segment is part 13 in a 13 part series
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