Test campaigns are an important part of anyone’s call campaign scaling process. It doesn’t matter your industry, your company size, or the product you’re selling, one thing is for sure: test campaigns allow you to find your call channel strengths and weaknesses to determine how to move forward most profitably.
Even though the benefits of using a test campaign are enormous, there are still some people who remain skeptical. Here, we’ll discuss some of the most frequent objections we hear and shed light on the truth.
Test campaigns are another expense we don’t need.
Especially for startups or those businesses on a tight budget, shelling out some extra money before you run your sales call campaign might seem like a crazy idea. Unless you’re setting up a campaign on your own (which you probably won’t have the time to carry out while running your business), think about the costs of building an inside sales team to try and call hundreds of leads a day while trying to close more opportunities. The end result: you'll have a higher cost per lead. The truth is you’ll actually pay less money in the long run by using a test campaign. Because you’ll have the opportunity to test your script, your messaging channels, and your audience, you’ll have a firsthand look at how well it all will perform before you have to pay for execution on a large scale. The market changes on a daily basis, and test campaigns are a great way to keep your thumb on those changes to make sure they’re serving you.
I already know what my customers need, I don’t have to test my messaging.
This objection usually directly follows the objection above, and for good reason. You won’t be willing to spend the money if you think you already know everything there is to know about who your customers are and how to reach them. Even if you’ve done extensive research into your buyer personas, made sure your website caters to needs at every stage of the buyer’s journey, and meticulously pored over every aspect of your call script, you still don’t know how it will perform once it’s actually out there. Think about it this way: if a pharmaceutical company won’t put out a medication they researched until it’s gone through multiple rounds of testing and deemed successful, why wouldn’t you do the same with your call campaigns?
If I do a test campaign, I’ll get instant results.
Remember the old saying, “if at first you don’t succeed, try again”? People usually forget this when it comes to call campaigns and expect that test campaigns will produce immediate, positive results. If that’s you, I hate to break it to you, but that’s not always the case. Test campaigns serve as a platform to evaluate the call proficiency of your business and try a plethora of execution strategies, so you can refine and establish a step by step process to optimizing your call channel. Just because something is tested doesn’t mean it will work, and just because something doesn’t work at first doesn’t mean it won’t produce results when you run a different test campaign. Building a predictable lead generation program takes time - don’t be discouraged if your first stab at a call campaign doesn’t produce all the results at once. After all, that’s why you’re doing it in the first place!
Understanding test campaigns can be tricky, but if you come into the process with the right kinds of expectations, they can help bring you the results you’ve been dreaming of!
Interested in launching your own test campaign to test your sales pitch? We’ve got you covered! Click below to check out our free guide to perfecting your call script.