What do you do to train your lead generation professionals?

Share this content:
Kathy Rizzo
Kathy Rizzo
Training can't be “one size fits all.” Training needs to match specific program needs, as well as the lead generation professional's skills. We divide our lead generation agents into three skill levels. Each level has a specific set of classes designed to refine and develop key skills. For example, our entry-level tier includes  training modules on “Branding the Call” and “Summarizing and Value-Add.” Our middle-tier professionals undergo a training module called “Introduction to C-level business communication.”

Because our agents can advance from one tier to the next, they are motivated — and our organization, as well as our clients, benefit from reduced turnover.

To ensure a successful lead generation program, agents are also required to undergo thorough training on the products and services that they will promote. Our clients play a critical role in product training, which is typically conducted in person (ideal) or via web conference (acceptable). It's a good idea to record product training sessions, so they can be used as “refreshers” down the road.

Proper training gives agents the tools they need to have a successful conversation on our client's behalf. Verbatim scripts don't work in business. Instead, write a call guide that includes open-ended questions that facilitate conversation flow. Anticipating frequently asked questions (FAQs) and common objections arms our agents with added confidence to handle a variety of call scenarios.

Finally, understand that lead generation professionals are most critical of themselves. They need to listen to their own calls in order to improve. Agents should review their recorded outbound calls with a coach to hone their skills on a regular basis. Training, after all, is not a one-time occurrence.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here