Critical Voice Blasting Technique To Rule OutThe Tire Kickers
October 5, 2008
If you’ve been seeing my other reports, you already know that if you’re using voicemail broadcasting, you are bound to get some worthless live transfer calls. And how writing a script with a higher response rate will lower the number of such calls. In this article I’ll dissect another critical method that will actually reduce your response rate, and grow your worthles live transfers. {Believe it or not}~Although it may be difficult to accept, you’ll want to use this method, that is, if you want less expensive lead expenditures.
I can explain with an example. Word to the wise - this is just a story, but this idea is normally valid.
Picture a voice broadcasting project to sell virtual offices with a Beverly Hills address to entrepreneurs. The broadcaster develops a pitch based on the benefits of having a Beverly Hills address, having a receptionist to answer your calls there, being able to conference with your customers in your Beverly Hills conference room, press one to speak to our rep…
We’ll take for granted that this script receives a 0.9% response rate. And that there are 0.3% of people who’ll “press 1 for no good reason” - the unavoidable worthless callers. So this script will produce 1 call out of 3 that is worthless, and 2 out of 3 will express some amount of interest. Seem fine so far?
Sure, but the script neglected to remark that this virtual office has a fee of $200/mo. And when the 2 of 3 interested people learn this, only 1 of them will consider paying that much. So, the marketer has found 1 caller in 3 that is both interested and qualified. These prospects are the broadcaster’s qualified leads. And if the marketer is paying $6 per call, his cost per qualified lead is $18. Not too bad…
Now think about this…the marketer writes a new pitch which observes that his service is priced at $200/mo. Since 1 listener in 3 was not interested in spending that amount, this is a very important qualifier. So, what will take place with this new pitch? First thing, a lot of prospects who aren’t going to to spend that amount will not press 1. So the general 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”…
Make the calculations and this means that with this new script, instead of getting 33 bogus calls per 100, the marketer will get about 43 - yuck! Just like we told in another article, when the response rate gets lower, the quantity of negative calls increases. My goodness, he receives ten additional negative live transfers! Why would this be any good in any way??
Well, hold the phone… From an earlier articlewrite-up, we determined that 0.3% of people are both interested, and willing to pay the $200 rate. So that means the marketer will also get 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 not willing to spend $200 - so why would they continue to press 1? Because they’re people, and people don’t always understand everything, or act predictably even if they do. A portion of the unqualified people will also press 1 every time, no matter how much qualifying information is in the message.
Anyhow, let’s work the calculations again - if the marketer was spending $6 per call in this story, he is now obtaining his “qualified leads” at an total cost of $14. So.if the broadcaster is able to endure a bigger quantity of worthless transfers, he will also enjoy a lower overall lead cost. Sounds like a contradiction in terms, but factual
Anytime you have a primary piece of qualifying information - it is critical that you include it clearly in your script, for just this reason.