It’s kind of a joke in of itself that April Fools’ isn’t really a holiday but everyone treats it like one. However, pranks and publicity stunts aside, it can teach your telemarketing campaigns a serious lesson.

No, this isn’t about being mistaken for a crank caller or even the more commonplace scenario of being mistaken for a scammer. It’s about the idea that your entire sales process shouldn’t be like a prank.

How does a prank usually run?

  • Victim walks in thinking like everything’s normal.
  • They’re prompted to investigate something, harmless as it may seem.
  • Prank happens and everybody laughs.

Now let’s take that and apply it to your sales process.

  • Prospect receives a call or gets an email.
  • You managed to get on their good side and set a sales appointment.
  • But during the sales appointment, they suddenly realize things aren’t what they expected.

What’s the difference? Well, all the former does is get a laugh out of a prank victim’s expense. In the latter, the ‘victim’ is a disappointed prospect who will not only end up denying you a sale but could potentially refer to others that they do the same.

Sounds like a set-up for complete campaign failure don’t you think? You want to know what else it sounds like?

  • Sales VS Marketing… again – Matt Wesson of Salesforce has even gone as far as to call it the original Game of Thrones. More often than not, conflicts primarily start from the very definition of a lead. On the telemarketing side (as well as the salesperson), you have to stick to this definition and not one that you just came up on your own.
  • Someone’s hiding something – This is a somewhat darker version of the sales-marketing conflict. You can’t define a lead because both parties one, the other, or both parties are somehow being kept in the dark about what’s really being sold. This can be the case when you’ve outsourced telemarketing. The solution? More collaboration. More transparency.

You know you shouldn’t really be too bummed that telemarketing’s got a bad rep for false promises and scams. Even the legitimate kind can sound like a big joke further along the sales process if you’re not careful about defining leads and sales-marketing collaboration. On the bright side, pranks are intended and these are often not.