If you’ve been seeing my other articles, you’ve already learned that if you’re using pre-recorded telemarketing, you cannot escape some bogus live transfer calls.  And how recording a script with a higher response rate will reduce the amount of such calls. In this write-up I’ll dissect another essential method that will actually scale down your response rate, and step up your bogus calls. {Believe it or not}~Although it may be difficult to accept, you’ll want to use this technique, that is, if you want lower lead expenditures.

Allow me to explain with an illustration.  Be advised – this is hypothetical, but this construct is normally legitimate.

Imagine a voice broadcasting campaign to sell virtual offices with a Beverly Hills address to entrepreneurs.  The broadcaster records a pitch about how great a Beverly Hills address is, having a phone number service to answer your calls there, being able to get together with your business associates in your Beverly Hills meeting room, press one to speak to our rep…

We’ll take for granted that this script results in a 0.9% transfer rate.  And that there are 0.3% of folks who’ll “press 1 for no good reason” – the inescapable worthless callers.  So this pitch will produce 1 call out of 3 that is worthless, and 2 out of 3 will express some measure of interest.  Sound pretty good thus far?

True, but the message failed to observe that this virtual office costs $200/mo.  And when the 2 of 3 interested folks discover this, only 1 of them is interested in spending that much.  So, the marketer has found 1 prospect in 3 that is both interested and qualified.  These folks are the marketer’s qualified leads.  And if the broadcaster is paying $6 per live transfer, his cost per real lead is $18. Pretty good…

Now consider this…the broadcaster develops a new message which makes it clear his service starts at $200/mo.  Since 1 person in 3 was not interested in paying that much, this is a primary qualifying statement.  So, what will occur with this new script?  First thing, a lot of prospects who won’t consent to spend that much will not press 1.  So the total response rate will scale down.  Let’s say it lowers to 0.7%.  And we’re still stuck with the 0.3% of those “negative callers”…

Do the math and this means that with this new message, instead of getting 33 bogus transfers per 100, the marketer will receive about 43 – yuck! Just like we described in another piece, when the response rate gets lower, the number of negative calls increases.  Yikes, he receives ten more negative live transfers!  How can a technique like this be any good in any way??

Well, hang on… From another articlewrite-up, we learned that 0.3% of people are both interested, and ready to pay the $200 rate.  So that means the broadcaster will also receive around 43 positively interested AND qualified leads per 100 live transfers.   That takes account of 86 calls of 100, who are the additional 14 calls?  They are from leads who are interested but unwilling to spend $200 – so why would they still press 1?  ‘Cause they’re people, and people don’t always hear the whole message, or act rationally even if they do.  Some of the unqualified parties will also press 1 every time, no matter how much qualifying information is in the script.

In any event, let’s work the numbers again – if the broadcaster was spending $6 per call in this story, he is now obtaining his “qualified leads” at an overall cost of $14.  So.if the broadcaster is willing to put up with a higher quantity of bogus transfers, he will likewise obtain a cheaper total lead cost.  Contradictory sounding, but on-target

Anytime you have a primary qualifying item – it is crucial that you include it obviously in your script, for exactly this reason.

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