Integration of telephone and digital sales projects

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Traditionally, the telephone channel has always been conceived as a way through which, if you were not selling because you were good, you could sell because you were fast. For years, the abundance of databases, their accessibility and low cost, and the scarce regulation on personal data protection, facilitated the industrialization of labor-intensive telephone sales processes. Tactically, it was simple: skimming the data sources as quickly as possible to minimize labor costs and achieve the clients' commercial objectives . The commercial forecast and the acquisition cost were made compatible with the project margin under the concept of speed in the generation of indiscriminate impacts.

And this speed was gradually achieved and accelerated thanks to significant technical improvements and advances, which allowed business processes to become increasingly more efficient, reducing production costs and transferring them to lower customer acquisition costs.

The improvement of efficiency in the sales process , the implementation of innovative processes such as digital signatures for the completion of remote contracts, the segmentation of databases based on production criteria, the integration of face-to-face sales forces in the telephone sales process, the incorporation of email as contact information along with the telephone number, data analysis and, in general, the automation of processes; allowed the telephone sales process to be provided with a technological layer that enabled the channel to improve conversion rates and sell almost any product in bulk and at a lower cost.

The cost of this evolution has come in the form of saturation: as is often the case, spaces are limited.

Even when things are done right, we have all received a latvia whatsapp lead multitude of sales calls that have call centerended up exhausting the consumer's resistance. The new regulations on data protection and distance marketing, which reduce the possibilities of action and reduce the availability of reliable, cheap and abundant databases , the emergence of the digital channel as a channel with its own entity for the generation of commercial opportunities and, of course, the analysis of the profitability of these customer portfolios, have led to a change in the speed sales model towards a relational model of integration of telephone and digital sales projects , in which two elements prevail:

Telephone sales are conceived as a marketing process in which customers who do not buy are qualified for second opportunities. These involve a less cold approach than the initial call. Additionally, the digital world generates commercial opportunities ( leads ) that allow customers to be qualified prior to the call. Both things have improved the resilience of the teleoperator , who has more tools at his disposal and more information about the client to achieve his objective. And it provides the model with greater flexibility, allowing it to work with sources of different "octane" and to regulate the results in favor of continuity.

Purely digital marketing processes incorporate assisted or guided sales processes that give them commercial robustness. The customer can buy alone and we acquire it cheaply, or request help from a salesperson as when we ask for help from a shop assistant (I suspect and hope that this will never disappear).

Human-assisted digital channels

And we all need to sell in the digital world . The generation of abundant, fast and intelligent digital assets as a claim to position products , specialization, the abundance of technologies and tools and their accessibility, have generated a capital-intensive commercial process that does not always satisfy our hunger for cheaper clients. The digital channel is not positioned as one more to be implemented together with telephone sales teams or others. It is a generator of opportunities and sales , it is a client qualifier and it is a generator of content that aligns our potential clients towards a better commercial approach , and it is a backbone element of any telephone sales commercial strategy .

Thus, the relational model integrates interactions from any channel, all conceived as part of a single marketing process: multiple approaches in the same commercial process extended over time to achieve a single goal. However, this has not changed, it is still Selling.