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Telemarketing – How to Strangle a Perfectly Good Campaign
By Justin Laju
Energy is a fluid, elastic, and malleable phenomenon. And, Telemarketing is all about energy. The quickest way for an eager client to strangle and limit the success of a given Telemarketing Campaign is to unconsciously hold onto it so tightly that it just can’t breath.
I have clients, from time to time, that want their campaign to work so much that they put the strangle hold kibosh on the whole affair.
At first I struggled with this. I run a successful Telemarketing & Appointment Setting company serving Australian businesses. I found that some clients, who were a great prospect, would just not work. It was very confusing for me. I’d double check all of my performance indicators, checking that we were doing everything right, and made sure it all felt right energetically, and yet – very few leads generating, no appointments, or no sales…
I’d pull my hair out, pushing very hard with my will to make the given campaign work. I couldn’t understand why along side a flailing campaign, the other very similar campaigns were churning along as we’d expect….
After a number of years I realised something that changed everything:
Some clients strangle their own Telemarketing Campaigns by holding on too tight, energetically.
Thoughts, words and deeds comprise the trilogy of creation – everything is mind.
When we worry, indulge anxiety, push with our will stubbornly, and try to control – we stop the process of creation. The opposite of creation is control. Every aspect of the campaign, from leads, to conversations, to connection, and conversation rates all suffer – the life-force cannot reach out and regenerate. All telemarketing outsourcing and call center outsourcing is vulnerable to this issue.
So, once these knowings had dawned upon me, I started seeing my clients in a different light – and a greater compassion was cultivating within me. I could tell from the outset whether a client was able to let go. In this I began to understand the birth-death-mourning-creation cycle of the controlling client.
In 1967, in an essay by the French literary critic and theorist Roland Barthes, called “The Death of the Author“, the world was re-introduced to a concept that is very relevant here. Roland argued that once we write a piece of literature and birth it into life, it henceforce has a life unto itself. The work is immortalised to its own journey, independent of our creating it. There takes place a metaphorical “death” of its author, and the work then stands to “live” its own journey.
Barthes point was really focused on the idea of criticism being focused on the work as a wholesome entity in itself, as opposed to the prevailing critical approach of examining the relationship between author and works.
There exists very strongly a similar relationship between the Telemarketing Campaign, and it’s underlying client.
When a client makes an investment with a Telemarketing firm, they can put their best foot forward and then let it go, or they can continue to try and hold it tightly.
Fear, control, and attempts to dominate others and reality, all cause a tension that thwarts creation.
So, I began to observe that some clients could and would let go, quite naturally. I also observed that other clients would have a certain eye balls glared fervour that would clutch tightly to the process and squeeze the life force out.
At first these observations made it more stressful for me, until I witnessed another pattern emerge within the clutching client type.
I’d be working a strangled campaign, now knowing why it was struggling to yield results, and would observe the “death of the author” process birthing before my eyes.
It would evolve in a few energetic/emotional cycles with the underlying client:
1. They would be stressed at first, while they enter the Denial & Isolation phase – “the campaign is not working, it can’t not work, I’ve invested, I need this to work!”
2. As the denial and isolation start to wear upon the client the reality of the situation ,and its pain, re-emerge and they enter the Anger phase. “Aaagh, I’m really angry about this. You said this would be great, I believed you! I invested!” – depending on the underlying clients personality type, this phase will be expressed to you verbally (extrovert type) or expressed to you energetically/psychically (introvert type).
3. The normal reaction to lingering in the Anger phase, once it’s initiatory fire dwindles, is to sink into feelings of helplessness and vulnerability – which then re-triggers the underlying clients need to control. They start looking at ways to improve the campaign. In a weaker defense mechanism to avoid the painful reality, they have entered the Bargaining phase. “What can you do to make this work, can we change the approach somehow?”
4. Still not realising that they need to let go, they then enter the Depression phase. There are two types of depression that ensue – the first is a reaction to the practical implications of their “loss”, stimulating sadness and regret…”I’ve lost money on this, and we don’t have the work coming in that we desperately need”. This phase can be eased for the client with a few simple, compassionate words, cooperation and reassurance. The second depression is more subtle. It is a quite, gentle, more private preparation to separate from the ideal – the paradise lost.
5. The final phase of this process is one that not all of the clutching type clients reach. It is marked, initially, with the collapse of resistance. They stop fighting so much, their inner desire feels exhausted with the fight, they’re trampled by the denial, isolation, anger, and depression phase. At this stage they are giving up, and stand in a new ground, looking toward the future and start opening themselves up to a new world, or other ways to create business. This marks their entry into the Acceptance phase, “Oh, well…Let’s just see how we go then, we’ve got x amount of time left to the campaign. Let’s just see if it comes to something…”
I can literally feel the moment that the Acceptance phase dawns. It is a very marked energy, because it is the re-emergence from the trough. For me, it feels like the primordial phoenix rising from the ashes.
When a clutching type client finally lets go, and the Acceptance phase ignites – there is a dignity and grace that I feel from the client. This purity washes out across the entire landscape of the campaign like a much awaited monsoon.
In the elation, and openness, that grows with acceptance – a transformation occurs. There is a rush of fertility that opens the campaign up. Avenues present themselves, prospects are suspended in a kind of glassy eyed reverence for the energy they feel behind the calls, and things just start to happen.
I literally witness a 100-300% increase in results from that point forward. The appointments, leads or sales start rolling in. The campaign takes on the semblance of the ideal campaign that the client was clutching so hard to.
95% of these clients are reborn at that point. They have traversed the Long Dark Night of the Soul, and emerged anew, resplendent. There is a honeymoon-like openness that you may share with them, that, almost always matures into a lasting and fruitful relationship.
So, in this I now approach my campaigns with an ascended compassion for my clients and their journey. Most clients launch a campaign, it runs as expected (we have years of knowing what works and what doesn’t), the results come flying in and everyone is happy – glued together by the fruition of their co-creative endeavor. But for some outsourcing call center clients, irrespective of how you intervene, they need to walk their own path.
It’s very easy to strangle an outsourced telemarketing campaign, and smother it with too much control. One thing is for sure, though. And that is that the more we embrace what is, and go directly to Acceptance, the more love and prosperity can flow into our campaigns, into our lives, and flow on beyond us like rivulets into the greater world.
Justin Laju is the Principal at Appointment Setter.
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