Specializing in Marketing Services for the Learning and HR Solutions industries

Archive for January 2014

Lead Generation Advice: It’s Not What You Say, but How You Say It

By Diana Monier

One of the main challenges companies face with telemarketing as a means for lead generation would be how the telemarketers are able to let the prospects they are calling get an idea within a short amount of time the meaning of and benefit of the sales pitch.  As detailed and perfected the script can be developed some sales representatives still find it difficult to get the listener to appreciate the value of the product or service.

How we say the message in the script is just an important-if not more important-than what we say. Outsourced lead generation services companies like Cox eLearning Consultants may not be 100% knowledgeable with all their client’s product information however they are the experts in the delivery of information and having a sound understanding of how to highlight the key benefits for the customer.

Improve your delivery through some proven techniques:

  • Sell the Sizzle not the Steak

An overdose of information about products and services will confuse the prospect.  Keep the ideas simple and only focus on the pertinent information.  In this way the prospect will only be absorbing the main idea and will be able to filter through all the insignificant details.

  • Highlight results not numbers

In business today we measure growth financially through numbers and revenue.  Try not to inundate the prospect with too many numbers and percentages. When you are talking with a prospect about their business it is always important to bring it back to their benefit and how the service described in the sales pitch can help improve their business.  Numbers are great to highlight the results however we need to paint a picture of how you can help them grow and improve their business.

  • Tone of your Voice

As you are going through the main points in the script put some inflection and energy into your voice.  This will show how engaged you are in the product and service being sold and also tell the prospect about an exciting opportunity where they could learn more about how it can affect their business.

To recap sell the solution to your prospect and focus on keeping it simple with highlighting the value of the product or service.  By focusing on this message you will work to solve their problems and move towards building a level of level of trust to present a solution to their individual situation.

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Email Campaigns – 7 Steps to Improve Deliverability

By Kerry Williams

Email marketing remains one of the most cost-effective marketing tools for getting the word out about your products or services. If you’re going to spend the time and money to compile email marketing campaigns, you want to make sure you are getting the best deliverability possible. You want to be sure that your message is effective and you also want to make sure your message is reaching your intended audience rather than being filtered out as spam. There are seven easy steps you can take to ensure your email deliverability is high and your message gets delivered.

  1. Choose the right email distribution system to handle the sending of your message. If you are sending an email to more than ten recipients at a time, you should be using an email distribution program. Never send mass emails using your personal email client like Gmail or Yahoo. Doing so can get your account locked and deleted. Sending campaigns through a commercial email distribution system allows you to focus on the effectiveness of your message without worrying if you are CAN-SPAM compliant or breaking any rules of your email service provider.
  2. Be clear and concise in your message and subject line. Use a brief yet relevant subject line that avoids keywords that will affect your message’s email deliverability such as “promotion”, “act now” and “get paid for…”. The subject line is one of the first things an ISP will look at when they are determining where to put your email – the inbox, the spam folder or the dreaded black-hole of auto-delete. The ISP uses computers that search for keywords and phrases in the subject line, so you want to clearly identify your email’s purpose and make it sound like you really know the person you are sending to. Often times, a simple 2 or 3 word subject line is best.
  3. Segment your contact list. When sending your email, it’s best to narrow down your contact list to meet certain demographics that fit your typical buyer profile. Sending in smaller chunks allows your message to be specifically tailored to a certain audience, making it more effective. It also allows the email distribution system to further divide your email across more sending email servers, which greatly enhances email deliverability.
  4. Always be consistent with your sending practices. This means using the same email address and email distribution system to send the emails. Also, send the same types of messages to your audience from the same email address regularly, such as every month. People will begin adding that address to their safe list, and the more times your email is opened when being sent from that address, the more the ISPs will identify your email address as being a safe sender.
  5. Test frequently before you send. Most people don’t think about this but it’s an important step for email deliverability. Sending just one broken email or an email with a critical error in it can cause your future emails to be blocked or discarded by ISPs. Write your message and then send it to yourself. Test it to make sure all the images, links and personalization insert variables work properly.
  6. Proper formatting of your email. Avoid lengthy emails and avoid very short emails with more images and hyperlinks than text. These types of emails tend to trigger spam filters. You want to write a concise, balanced email, remembering that you have roughly three seconds to catch your reader’s eyes and get them to make a click-through decision. Typically, one graphic or no graphic is best, as most ISPs these days turn images in emails off by default. Put your link near the top of your email rather than hidden in the middle of text or at the bottom. The key is to grab their attention and say what you need to get them to click.
  7. Give readers a clear way to unsubscribe. Not only do you need an easy method to unsubscribe in order to be CAN-SPAM compliant, but you also want it to be simple for the recipient. If someone truly wants to unsubscribe from your list, they are going to find a way to do it and it’s best to make it easy for them than risk having them submit a spam complaint against you, which will hurt the email deliverability to all those on your mailing list who still want to receive your emails.

Following these 7 simple rules will increase your email deliverability and get your message to your intended audience. For further assistance with email marketing, contact Cox eLearning Consulting.