‘Transparency’ is one of those terms that gets bandied around quite a lot, but to what meaning? Too many companies use it without really living up to it, or even fully understanding its value, which is sad.
At VSA we are transparent, not from some moral high ground, but because it is essential to success – both for our clients and for our own company.
Here’s the rub about being transparent: there can be no ego in the room. A company, or a person, that is truly honest has to admit to mistakes. If a company claims to get it right all the time, you can bet they are hiding something and, thus, not being transparent.
As it is true in life, mistakes or unexpected challenges should not be shied away from. This doesn’t mean one shouldn’t plan. Far from it. Planning is of paramount importance in order to minimize gross and crippling mistakes. However, if a cold-calling campaign is planned well, then the mistakes and unexpected challenges in the field become learning devices without which the campaign will never be truly successful. So much of a campaign is honed through trial and error, especially in the beginning stages.
Beyond that, real transparency offers real metrics that you can count on. These metrics will not only help you determine the ROI of the campaign, but also how to tweak it and shape it in order to correct mistakes and be more successful.
The following are the types of metrics you can expect from a truly transparent cold-calling campaign:
1. How many hours are required to set an appointment.
2. How many dials are required to set an appointment.
3. How many dials it takes to reach the Decision Maker (DM).
4. How many dials it takes to get the appointment after you get the DM on the phone for the first time.
5. How many calls per hour are being made on the campaign.
6. How much it really costs to get an appointment.
7. Exactly the kinds of objections the inside sales team is hearing.
When you pay close attention to the metrics, the outsourced agency knows. This makes them work extra hard to meet calls per hour goals, give feedback on your market, and make process improvements when things aren’t going well.
In conclusion, we’ll offer this final piece of advice: A company that wants transparency from an outsourced agency like ours needs to be OK with mistakes or learnings about the market that differ from pre-conceived notions. Easier said than done when you are paying said company for a service. However, as stated and reasoned above, it is imperative to create this type of culture between you and the agency. Not freaking out about mistakes and new learnings and, instead, allowing them to be the vital learning devices they are, will empower the company you work with to be completely and fully transparent.