How do your telemarketers imagine a typical day in your prospect’s work? No doubt you imagine them first reading the paper (or maybe looking up the news online). Usually that just gives you another reason to shift your telemarketing attempts to a later time, when their not busy.
Is that the only thing you can learn from a reading habit?
See, according to Hubspot, there is a strong correlation between the time of day a person’s reading and the probability of return visits.
That’s a big deal if you’re hoping to retain a prospect’s attention even after a call. Picture this, you’re telemarketing for accountants in your firm. You decide to feature them on a website and give them the whole thought leader treatment.
Throughout, you’ve determined a particular part of the day where your readers do return. What do you do? Do you just watch them from the sidelines until hopefully they’ll start filling out those contact forms?
Actually, this could be a nice time to prompt a telemarketing call. Think about it. They’re reading your material because they like it. It’s informative and they see your accountants are the real deal. You’ve seen them subscribe to your website blog and are more or less fans. What’s wrong with giving them a call then?
Okay, just in case you still think it’s too disruptive (they are readers after all). Here’s what else you can do:
- Tell them that you’ve noticed – Frequent visits and no action? Send them an email or, if you don’t want to hit the spam filter, have a sort of ‘presence’ on the website. It can be a small pop-up notification, a sliding banner. Anything that casually gets their attention should be considered.
- Encourage a conversation – Whether it’s in the comments section, another email, or even a follow-up article/blog post, encourage repeat readers to talk to you. The dialogue is another way to open up opportunities (which may eventually include a telemarketing conversation).
- Promise to clarify – Finally, there’s always the old trick of prompting a call directly from your website or blog. If you’re posting only share the tip of your company’s resources, there’s no harm in tempting them to call if they’d really like to acquire more of your accounting expertise.
It’s true that too much prompting is exactly why businesses resort to predicting website visitors and avoiding too much conversation. The latter though could turn into an excuse to ignore opportunities that will open things for marketing and sales (not just telemarketing ones). Use the habits of a seemingly passive audience and make it active!
What Telemarketing Can Learn from Workplace Reading Habits