Skip to content

Telemarketing is Not Dead!

February 3, 2011

Blueprint to Contracting Success Blog

Over the past 7 years I have heard contractor after contractor tell me he doesn’t think he should do any telemarketing or that it just isn’t profitable any more because of the Do Not Call List legislation.

Hold up on the funeral dirge for telemarketing. Its not dead!

While the days of the big (8 to 200+ station) predictive dialing equipped cold calling telemarketing centers are long gone, telemarketing as a cost effective method of generating leads for painting, roofing, windows and other replacement contractors is far from dead.

In fact today telemarketing may be even more vital to your overall marketing efforts.

What has changed is COLD CALL telemarketing being your only method of marketing. Cold calling to generate appointments has become more difficult, mostly because the number of possible prospects is much smaller with all those people opting into the do not call list, but it is certainly not impossible. And the advent of tax credits for energy saving items like roofs, windows and solar has made their jobs easier than it was in recent years.

Today you do have to combine a small cold call telemarketing work force with telemarketer or two that is focused on generating referrals, telemarketers that are taking inbound calls and following up on other sources of leads and telemarketers that are rehashing leads you have run in the past.

The telemarketing call center is now the hub of a multiple legged marketing effort.

Many of you are already familiar with my chair analogy for marketing. A quick recap: Just like you have to have at least 3 legs to have a stable stool or chair, to have a stable contracting business you have to have a minimum of 3 profitable marketing channels. The more profitable marketing channels you have, the more stable your company is.

In years past many companies relied on a one legged stool for marketing and when the laws and public buying habits changed, their unstable efforts collapsed.

Pacesetter Products and Sears AHIP are two great examples. Both had sales of more than $100 million per year with offices across the nation, but they were built on the backs of their telemarketing centers.  When the do not call laws came along, their corporate culture was so embedded in just one marketing channel that they could not change fast enough to survive.

Now these behemoths are gone.

They are being replaced by the companies that were already using multiple marketing channels focused on a carefully targeted demographic or who quickly adapted to the new environment to stabilize their companies.

The most successful companies are those that are using telemarketing as the hub and using multiple sources to keep a steady flow of leads flowing into the call center. Multiple marketing channels are integrated to create the successful and stable marketing effort that will be directing leads into your telemarketing call center.

But beware.

Today many companies are making just as fatal of a mistake as those companies of the past by choosing to make door to door canvassing their only method of marketing.

They have hired armies of poorly trained people and set them loose in neighborhoods across your town to attempt to set appointments for their tex-cote, windows, solar or other home improvement services. Some of them are not even leaving door hangers or flyers on the doors of those that are not home.

They are setting themselves up for a fall. Yes it is quick and fairly easy money, but in the end they will either adapt to the market or go the way of the Pacesetters and Sears AHIP.

And it isn’t just the big companies that fail if they rely on just one marketing channel as their lifeblood of leads.

So don’t allow your company to be the next one caught relying on just one source of leads.

What You Absolutely Must Do to Dominate Your Market

April 8, 2010

The Three B’s of Marketing

– Be First, Be Unique, Be Memorable

You don’t have to do all three, but it is absolutely essential to do at least one of them.

So what is unique about your business? What is unique about the product you sell? What is Unique about the processes you use to apply paint or siding or roofs or solar? What is unique about your warranty?

What are you doing to make your company or product name memorable?