Dear Broker, here are your updates for this week...

M a r k e t i n g  t i p
Increase efficiency and results of your in-house outbound phone campaigns
Part one of a two-part series on automated outbound calling technology

It's hard to beat the power of a well-placed, well-executed phone call. Even with the power of the Internet and with all the direct mail and e-mail services available today, most brokers still find that the outbound call is an irreplaceable component of their sales and marketing tactics. But all the new technology-based marketing has spoiled us. We want our sales and marketing efforts to be easier and faster. Technology has the answer, and now you can actually afford it!

There are two types of automated calling support (not including hiring a call center). They are known as "predictive dialing" and "autodialing" services and both are usually offered by the same companies. The nature, results and cost of the two types of services can be very different. Predictive dialing typically enjoys greater conversion-to-sale rates and is more expensive. As you might have guessed, autodialing yields fewer results but can be extremely inexpensive.

This first part of our two-part series focuses on autodialers or autodialing. This type of marketing is also referred to as outbound voice messaging, message blasting, voice broadcasting, message broadcasting, etc.

Here is how it works. You provide a list (or the provider will help you get one) and a recorded message, and technology handles the rest. These services will provide hosted hardware and software so there is no capital expense to you - most are now entirely Web-based. Service contracts can start on a one month or per-project basis. The service will dial through the phone numbers on the list, determine if a live person has answered, and if so, play your recorded message. Some autodialer providers enable prospects to immediately call you without hanging up the phone. Otherwise, you hope that your message motivates the listener to either jot down your number, email address or Web address and take action.

Autodialing is very inexpensive per-contact compared to traditional marketing like print and Internet ads, direct mail and e-mail campaigns. You can pay around two to four cents per contact depending on the size of your campaign; however response rates are typically very. This means autodialing may be most successful for large, less-qualified target audiences, like prospecting end-users (as opposed to repeat business or vendor prospecting). Some autodialers may require that you have a relationship with those contacts in your list. Be sure to do your research on the applicable regulations both in your area and the areas you are calling including approved calling time periods and Do-Not-Call list rules. Most autodialer services will be happy to help with this step.

As with all marketing, the most important step is the selection of a well-targeted list, then the crafting of a message that compels a response by "giving them an offer they can't refuse." Similar to e-mail and Internet marketing tactics, you can also receive results data from autodialing so you can judge performance and alter your message, list or investment accordingly.

Some service providers of autodialing are...

• http://www.opc-marketing.com/
• http://www.voiceshot.com/public/outboundcalls.asp
• http://www.voiceblaze.com/
• http://www.makemycalls.com/

Carefully research providers, costs and regulations, then consider autodialing as part of your mix of marketing tactics. In part two of this series, we will look at predictive dialing which enhances productivity and overall results by incorporating your sales team in live calls.

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