Industry Jargon
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10 Things you should know before employing a Telemarketing Agency
| B2B | Marketing Business directed from one business to another (as opposed to the consumer market B2C). |
| Burn Rate (Data) | This the rate at which a telephone marketer will work through your Database. Ramic will not race through your Data looking for easy wins. All Data is limited and often those contacts most tenaciously nurtured will produce the best results. |
| Call Back (CB) | An agreed arrangement to call an individual back. This should specify a date and time. A conversation will have already taken place with the individual. |
| Collateral | Any useable (typically emailable) information that can be dispatched in support of your message and services (for example; PDF information sheets). |
| Contact Coordinates | The target individual may be referred to as the ’contact’. They may also be the DM. Their Coordinates will include the office/ site where they are generally based; telephone numbers and ideally email address. |
| CRM Customer Relationship Management. | Some definitions suggest this is typically a system (ideally electronic/ automated) for storing an organisations customers’ information in a manner that allows the organisation to communicate and sell its products and services to those customers effectively. In truth, it should be a lot more. It should identify record and store living style, buying habits and influence customers to appreciate the benefits of purchasing through ceaseless (not relentless) communication. It should attract new customers and retain existing loyal customers. The IT industry will use the term to describe a methodology, or software, that helps an organisation manage its customer relationships in an organised way. |
| Data | Definition: Series of numbers and/ or digits. This is the calling list consisting of your desired target organisations, usually required in electronic format (i.e. Excel) and including Company Name, Address, Tel No, Contact(s) Names, Title(s) and often other key information such as email address, office locations (sites), employee numbers, etc. The quality of your Data will directly impact the results of your telemarketing campaign. We are very keen to work with you to secure Data where appropriate or test your own Data if applicable. |
| De-dupe | The identification and removal of duplicate names and contact details from a Database. |
| DM | Decision Maker. Often the target individual who is deemed to have the buying power, budget and can make the ‘decision’ to purchase. A little simplistic, today most (senior level) decisions are made in consultation with other senior level colleagues and approved/ authorised typically by a Financial Director or Board. (DM – term also used for Direct Mail) |
| Gatekeeper | This is a term often used to describe a Receptionist or PA. The term implies that the individual is some type of Guard or Defender. In fact, these individuals, when treated with respect and courtesy, can become an ally. Taking time to ensure that this individual understands some of the benefits of the proposition you are offering, may result in them actually endorsing it to your required ultimate target contact. If there is genuine business advantage in your product or service, and it is presented correctly, it will gain ‘traction’. If treated with contempt these individuals could (quite rightly) halt your progress. |
| Pilot Period / Project | An initial mutually agreed period of activity that allows you to judge the impact of your services in the market place and to test your chosen telemarketing Agency. |
| Script | A written instruction on what an ‘agent’ should say during a call from start to finish. Typically used by ‘call’ or ‘contact’ centres. |
| TC | Target Contact. A term used rather like DM but this may not be, or need to be, someone with buying power specifically. Could be a key influencer or someone who holds target information. |
| USP | Definition: Unique Selling Proposition. Your defining reasons as to why you provide a competitive advantage over the competition. |
| Yield to ROI | Yield is all-important – the telephone marketers results. This is what will define your ROI (Return on Investment). Optimum yield does not necessarily mean high numbers. The key is quality. The quality of will results determine the ROI. High yield in numbers alone can actually have a detrimental effect on your business and sales function. |
See also Appointment Setting, Lead Generation, Data Building, Profiling, Cleaning and Enhancing at services