Happy Thanksgiving

Wishing you and your families a healthy and happy Thanksgiving!  See you after the holiday!

Regards,

The Axxes Data team

Mortgage Marketers – The Federal Tax Credit Has Been Extended. We Have The Perfect List For This Extension.

On Friday, Nov. 6 President Obama signed a bill extending and expanding the Federal Tax Credit for Home Buyers.

The bill passed the U.S. House of Representatives on November 11, and the U.S. Senate late Wednesday. The tax credit was extended through April 30, 2010, with a 60-day extension if a binding contract is in place prior to the deadline.

Now with the extension in place, target your marketing efforts on renters who are excellent candidates to take advantage of this program.

With interest rates still so low, this database has an algorithm that scours renters looking for prospects you can convert to homeowners. With selects like FICO score, income, presence of children and length of residence, it’s this data model is unique and NOT like the baseline renter list that other mortgage list and lead companies are selling.

Axxes Data is ready are YOU.  We have lists for direct mail and telemarketing.  Please call us today to get counts in your area.  1-888-715-3237. Or email info@axxesdata.com for more information.

Mortgage Marketers – New FHA Guidlines – We Have Your Guidelines And Your Lists

On November 17th HUD revised guidelines for all Streamline Refinances will be in effect.  Key changes to FHA Streamlines mean new opportunities for you as marketers.

Axxes Data is ready as well.  We have lists for direct mail and telemarketing that reflect these key changes.  Please call us today to get counts in your area.  1-888-715-3237.  Or email info@axxesdata.com for more information.

As a courtesy, below you will find the letter HUD sent out highlighting these revised guidelines.

September 18, 2009 MORTGAGEE LETTER 2009-32

TO:  ALL APPROVED MORTGAGEES

SUBJECT: Revised Streamline Refinance Transactions

This Mortgagee Letter provides (1) revised procedures; and (2) reaffirms existing procedures regarding Streamline Refinance transactions. 

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Axxes Data is pleased to announce it’s new social media marketing division.

Do you have a blog? Facebook page? Use Twitter? Plaxo?

Axxes Data is please to announce it’s new social media marketing division.

Social media marketing (SMM) is a powerful tool to engage your prospects with, build credibility and drive ROI. Call us today discuss our turnkey SMM solution, 1-888-715-3237.

Most financial and mortgage companies are not using SMM yet. This is a mistake that can actually hurt your business. Let’s face it, more and more people are using the web to learn more about a business – your business – before they make a purchase decision.

The bottom line: Companies with limited web presence are not believed to be as legitimate as companies who are visible in multiple places on the web!!!

Simply put, SMM done strategically can dramatically increase your credibility and your ROI by providing potential customers with a way to learn more about your company beyond the traditional website.

• Blogs build credibility, provide a behind-the-scenes window into your company that humanizes the people behind the corporate vail, and increases your ability to be found by the search engines.

• Facebook gives your company another way of being found on the web.

• Twitter is an excellent tool to engage people and build relationships.

Axxes has partnered with Gilbert Direct Marketing, a leading SMM Agency to develop and completely manage your SMM presence – and provide you a turnkey solution.  We do all of the blog design, management and even content development for you for one low price. We even write your blog content and twitter tweets.

SPECIAL OFFER (one week only):

GET $100 OFF THE SET UP OF YOUR TURNKEY SOCIAL MEDIA MARKETING IMPLEMENTATION*.

Learn more today, call 1-888-715-3237.

*offer expires 10/22/09

Find how our Risk Propensity Model can help you increase ROI, by calling/mailing smarter

What can the RPI do for you?  Some mortgage lead industry examples…

Conforming Lender Leads – With tough economic times you can omit riskier prospects that fall within the extremely high risk, high risk and moderate high risk categories.

Reverse Mortgage Lists - RPI can help you select out seniors that are having problems paying their mortgae and are excellent candidates for a reverse mortgage.

FHA VA Streamline leads – With new guidelines to qualify for an FHA loan, you can suppress borrowers that are too high a risk for your direct mail and telemarketing campaigns.

Loan Modification leads – Select the risk catagory (high to moderate) that you can best help get out of their past loan and into a less risky mortgage.

Renter to purchase leads - Supress any renter lead who are not worth the risk.

These are only the tip of the iceberg.  The Axxes Data Risk Propensity Indicator Model helps you select your best prospects for your next mailing or telemarketing campaign.

• Mail less  - don’t waste printing and postage on prospects who aren’t perfect for your offer!
• Increase your response rates and conversions.  Better conversions will keep your staff “happier” with less unqualified calls to handle.
• Make less outbound telemarketing calls, increase conversion and keep your telemarketing staff motivated.

Call us today for more information and counts in your area.  Reduce the Risk from your next campaign.  1-888-715-3237.

* This data is not intended to represent credit bureau information and should not be used to make credit based decisions.

What can the RPI do for you?

Conforming Lender Leads – With tough economic times you can omit riskier prospects that fall within the extremely high risk, high risk and moderate high risk categories.

Reverse Mortgage Lists – RPI can help you select out seniors that are having problems paying their mortgae and are excellent candidates for a reverse mortgage.

FHA VA Streamline leads – With new guidelines to qualify for an FHA loan, you can suppress borrowers that are too high a risk for your direct mail and telemarketing campaigns.

Loan Modification leads – Select the risk catagory (high to moderate) that you can best help get out of their past loan and into a less risky mortgage.

Renter to purchase leads – Supress any renter lead who are not worth the risk.What can the RPI do for you?

Conforming Lender Leads – With tough economic times you can omit riskier prospects that fall within the extremely high risk, high risk and moderate high risk categories.

Reverse Mortgage Lists – RPI can help you select out seniors that are having problems paying their mortgae and are excellent candidates for a reverse mortgage.

FHA VA Streamline leads – With new guidelines to qualify for an FHA loan, you can suppress borrowers that are too high a risk for your direct mail and telemarketing campaigns.

Loan Modification leads – Select the risk catagory (high to moderate) that you can best help get out of their past loan and into a less risky mortgage.

Renter to purchase leads – Supress any renter lead who are not worth the risk.

Risk Propensity Indicator – Target the credit quality of prospects without the hassles and regulations of prescreen credit data

All direct marketers need to use this new database.  If you have a mortgage or financial direct marketing offer, select the prospects with the highest propensity to buy based on their credit risk!  Consumer direct marketers use this model to suppress risky prospects from your campaigns (who won’t buy anyway).

The RPI is available as part of our master database. Axxes Data’s provides 203 million consumers and 107 million households nationwide.

In response to our customers’ needs, Axxes Data introduces the Risk Propensity Indicator. Axxes Data Risk Propensity Indicator (RPI) helps you identify areas that may be more likely to fit credit risk categories. The RPI categories are statistically derived using factors such as demographic, lifestyle, behavioral, and other credit trade line information aggregated at the ZIP+4 level.

This Indicator is geared for direct marketers and was developed based on years of experience in the credit direct marketing industry. The index uses demographic, property and summarized credit statistics for each individual in the database. We crunch billions of transactions to analyze and validate the RPI categories. The use of summarized consumer credit data as part of RPI removes the burden of making a pre-approved offer of credit while still retaining the accuracy of the data for list selection and high level risk management.

Call us today for more information, or email Jake Nissan at jnissan@axxesdata.com for more info (or a fact sheet) today.

More info:
• Available for Telemarketing and Direct Mail!

• This model can be overlaid on any of our lists and databases.

• For financial lists, select out the prospects who need your services most.

• For consumer lists, suppress names that are too risky to mail or call.

The RPI categories are segmented as follows:
A. Extremely Low Risk – 22% of total population
B. Low Risk – 25% of total population
C. Moderately Low Risk – 21% of total population
D. Moderately High Risk – 16% of total population
E. High Risk – 10% of total population
F. Extremely High Risk – 6% of total population

Call us today for more information, or email Jake Nissan at jnissan@axxesdata.com for more info (or a fact sheet) today.

** This data is not intended to represent credit bureau information and should not be used to make credit based decisions.

Read this if you use (or want to use) outbound telemarketing in your marketing mix

As a marketer, it is our job to always be testing new ways to reduce our customer acquisition costs and create organizational efficiencies. In many cases outbound telemarketing is a slow going, call-by-call process.

Many companies still use printed out sheets of paper with names and phone numbers, while other companies use CRM solutions.

What is missing and fits within both of these “systems” is a device called an autodialer.

Autodialers, are devices that just as the name implies dial the phone for you and allow you to reach more prospects in one sitting. It assists in making calls for you, and can be completely adjusted by the user to the users natural pace

Auto Dialer + Data = More closed deals

What autodialers are not:

Some people mistake autodialers for predictive dialers.  A predictive dialer is a device that will over dial the phone and wait for the telemarketer to “catch up”.  It is typically used by large-scale telemarketing companies.

On the receiving end, you know when you have been predictive dialed when you pick up the phone and hear dead air for a minute (or a message playing “please hold”)

Introducing the new breed of autodialer:

In the past, autodialers were expensive hardware and software driven “black boxes” that needed technical people (your IT staff) to run, and can dial up to 200 calls per hour.

Great news for small and mid sized mortgage companies:

This is no longer the case thanks to the internet.  In short, the internet has allowed the autodialer to be used by any small, (as small as a one person shop) company (and can be scaled up to meet the needs of any company).

And it is no longer expensive.  In fact, a few hundred dollars, can get you dialing with no phone or hidden charges, no minimum – just one flat fee!

All you really need is a good quality list, a script and some sales skills.  Sounds easy right?  Well it is as simple as that.

SPECIAL GET STARTED OFFER:

Generate new customers as fast as you can.  Try out the auto dialer for only $195, a savings of $100.

Special bonus we’ll even give you a FREE script to use.  Call us now!

To learn more call us now at 888-715-3237.

72 hour special – save 25% on all list orders

72 hour special – save 25% on all mortgage list orders.  Call us now at 1-888-715-3237 for details.

Mortgage, loan modification, debt and financial related lists our specialty.  All data exceptionally clean, and ready for you or your client’s campaigns.  We put together models from multiple sources that get RESULTS!!!

Offer expires midnight 9/2/09.  Excludes turnkey direct mail.  Certain restrictions apply.

A primer for marketers on how TESTIMONIALS can be YOUR sales force

There’s an old adage that says, “The more you tell, the more you sell.” Let’s put a 21st century twist on this. Providing your prospects and customers with solid testimonials from present customers can be a powerful selling force for your business.

Get Psychological:
From a psychological perspective, consumers much prefer to hear what their peers are saying. As we get deeper into the age of social media, peer recommendations are becoming the norm as part of a prospect’s evaluation process. No longer are you able to push out messages and have customers buy on impulse. Today’s consumers are extremely sophisticated. They seek out information from many sources beyond a company’s marketing materials before buying decisions are made.

Therefore, companies who provide their customer stories up front are giving themselves an edge over the competition.

You’d be surprised how easy it is to get testimonials from your customers. Here are four tips to help you get started with the process:

1. In most cases, all you have to do is ask. Have your front line staff ask for a testimonial when they hear a good story. (Believe me, they hear all sorts of stories. The question is: Do they filter up to you?) Have your people say something like, “Wow, what a great story! Would it be OK to share that with our other customers?” Simple, right?

2. Scan your database and your best customers. Give them a call, send them a letter (of course thanking them for their patronage) and see what happens.

3. It’s a little trickier to get video and pictures from your customers. But it may be worth adding some sort of incentive for video or pictures. A contest is always a good draw.

4. Engage your customers on social media sites. Monitor what people are saying about you on your sites. Contact the ones who say great things. Of course, the ones who say not-so-nice things are customer service OPPORTUNITIES waiting to happen when you resolve their issues.

Where to Feature Your Testimonials?

• On your blog, front and center.
•Your homepage and all throughout your website.
•In your emails and email newsletters.
• On your social media sites. Tweet them out. Post them to Facebook. Better yet, ask and your customers will post to Facebook themselves. Many times you’ll receive kudos on Facebook and Twitter you never expected.

We hope this article helps.  We are here for all your list needs.  Contact jnissan@axxesdata.com for more details.

Our philosophy

Axxes Data) has one singular goal: To provide the highest quality lists and leads on the market to the financial services, banking and mortgage industries, while provide a positive and superior customer experience.  At Axxes Data we sell long term relationships that are founded on quality, trust and integrity.

We are direct marketing experts, with expertise beyond – way beyond – traditional list and data brokers. We will work to understand your needs and then surpass your expectations with solutions that will drive superior ROI for your company.

We are experts in list and data technology, direct marketing strategy, telemarketing management, direct mail creative and more. We’ve been client side and agency side. And now we’re here to be your partner in success.

As direct marketers, we’ve been duped into buying garbage leads and lists before. Therefore our goal from day one of opening Axxes Data was to only deal in quality lists and data. We are not merchants of crap, and dislike the churn and burn nature of many of the companies in our industry. In short, our job is to make you money and make you look good!

We look forward to a long and productive relationship.

The USPS Might Just Be Onto Something, A Postage Sale!

Last week, word quickly spread that the USPS is looking to offer a “summer sale” on postage for large volume mailers of Standard Mail, pending Postal Regulatory Commission (PRC) approval. Friends and readers, if this is true, I’d have to say that for the first time in my career in direct marketing, the people running the USPS may be thinking like businesspeople and not as a bureaucracy.

Having gotten the following details from a mailing industry source closely involved in the negotiations with the USPS, here’s the major takeaway point: The idea is to reduce postage pricing for standard and letter mailers who increase their mail volume during the third calendar quarter of 2009 (July through September).

The idea for this “mail sale” came through Mailing Industry CEO Council meetings with Postmaster General Jack Potter. Last Friday, the postmaster general convened a smaller group of CEOs from the printing and paper industries to discuss the reactions of mailers surveyed about discounted pricing for incrementally increased volumes above an established baseline. The meeting was very productive, ending with a concept on how to stimulate mail volume during off-peak times.

To qualify for the reduced postage rate, a calculation would be performed to determine the change in a mailer’s applicable USPS volume in two specific time periods, and the variance in the number of pieces mailed between Period A and Period B would be the baseline for determining the minimum required mail volume to qualify for the discount.

Again, the program would apply to all standard mailers and letter mailers of any size — even those who may already have increased their volume.

The USPS is going to recommend a discount ranging somewhere between 20 percent and 30 percent for this program, but we won’t know the final percentage until the time of the filing. The proposed “test pricing” will be presented to the PRC within the next three weeks. The PRC then has 45 days to rule on the proposal. If it passes, the reduced rates are anticipated to be in effect July 1 through Sept. 30. It’s possible, however, that these dates will change before implementation.

There have also been discussions about possibly repeating this “mail sale” pricing in other off-peak times in the future, perhaps in early 2010.

Direct Mail is now more powerful than ever (and why) A Primer for marketers

Direct mail has been successfully used to target new customer acquisitions since the early 1900’s, when such mail order giants as Sears and Roebuck and Montgomery Ward pioneered it.

Today, contrary to what some believe, direct mail remains a powerful targeting tool to reach individual prospects and generate business.

In fact, this author, with over 25 years in the direct mail industry would argue that it is getting MORE powerful (I’ll explain why in a minute)

How direct mail works:

The fact is that direct mail (and direct marketing) uses a simple principle called the 40/40/20 rule.  In effect that means:

1.    Concentrate 40% of your efforts in finding the best, most highly targeted lists you can find.

2.    Concentrate 40% of your efforts on making the most appropriate and powerful offer to that list (that compels a response)

3.    Tie it all together with creative (copy, design, etc.) that “speaks” your offer to your list in the clearest possible way (the final 20%).

The 2 reasons direct mail response rates are actually improving:
With our economy being in its current state, many companies have stopped their lead generation programs.  The ones who have continued to mail have seen INCREASED response rates.

Mailbox “clutter” is the key:
The plain truth is less “mailbox clutter”.  With less mail getting into prospects mailboxes, there is less competition. With less competition, a given company’s offer stands out more.

How much have response rates increased?
Because of this, I have seen response rates in inching up above pre economy meltdown levels.

Think about why this is for a second…

If you think back to principle 1 above, targeted list selection, companies with the right list data can provide a huge opportunity for industry professionals to utilize these lists in such a way that the prospect benefits.

Whether you have or haven’t mailed before, many list and data companies can offer what’s called a turnkey direct mail program.
At Axxes Data we offer you a complete package, for one low price that includes:

1.    Your own custom direct mail pieces, which are personalized to each list prospect and their current situation.

2.    Highly accurate, prospect names to mail.

4.    We do all of the printing and mailing services.  Once you approve your mailer, all you have to do is wait for your phone to ring.

5.    We offer sophisticated call tracking software online.  Track your calls, call times and length.  If you miss a call, pull the list down from the internet.  We can route your calls to multiple people or offices, and even record your calls so you can use them as a training tool.

Stay tuned! Next week, we’ll explore more on direct mail and mailing lists.  In the mean time, if you have any questions email our CEO directly at jnissan@Axxesdata.com, or visit our website.

Latest update on the US Post office “summer sale”

Recently the USPS Board of Governers approved the Summer “Sale” for direct mail marketers.  It seems that mailers who meet certain criteria will be given discounts in order to stimulate more mail activity.

Now the sale needs to be ratified by the PRC and it will become a reality.  We at Axxes Data commend the USPS for taking this proactive step.  We hope to see more more business-like (and less Bureaucratic) decisions coming from our post office.

For details and how to qualify click here: http://www.the-dma.org/postal/

Follow up on Twitter and Face Book

Twitter: www.twitter.com/axxesdata

Facebook: http://www.facebook.com/pages/Axxes-Data/100640584016

This weeks HOT Mortgage Lead product (and our philosophy)

As providers of direct and telemarketing lists, leads and predictive modeled data to the mortgage industry,  we are extremely familiar with response and ROI/conversion trends.  We receive constant feedback on marketing programs from our clients, thus we know what works and what provides superior ROI.

This week we are pleased to offer you one of our top programs (if this doesn’t meet your needs, let us know and we will tailor a mortgage marketing program/campaign just for you).

Program of the week (its a predictive model and them some):

We Start with our credit bureau pre-screen file – that way you can target by specific FICO range – then filter for hotline Triggers.  We then use a predictive dialer to produce top quality leads for you!

This program has also shown exception results with our turnkey direct mail program.  We mail weekly for you – for one low price – with response rates currently just over 2%!

For more info email us at info@axxesdata.com, or call 888-715-3237 for counts in your marketing area.

Our Philosophy:

Axxes Data has one singular goal: To provide the highest quality lists and leads on the market to the financial services, banking and mortgage industries, while provide a positive and superior customer experience.  At Axxes Data we sell long term relationships that are founded on quality, trust and integrity.

We are direct marketing experts, with expertise beyond – way beyond – traditional list and data brokers. We will work to understand your needs and then surpass your expectations with solutions that will drive superior ROI for your company.

We are experts in list and data technology, direct marketing strategy, telemarketing management, direct mail creative and more. We’ve been client side and agency side. And now we’re here to be your partner in success.

As direct marketers, we’ve been duped into buying garbage leads and lists before. Therefore our goal from day one of opening Axxes Data was to only deal in quality lists and data. We are not merchants of crap, and dislike the churn and burn nature of many of the companies in our industry. In short, our job is to make you money and make you look good!

We look forward to a long and productive relationship.

Follow us on Twitter and Face Book

Twitter: www.twitter.com/axxesdata

Facebook: http://www.facebook.com/pages/Axxes-Data/100640584016

Attention Mortgage Marketers: June Specials on Turnkey Direct Mail

Buy 5,000 weekly trigger mailers and get 500 free (a $550 savings)

This is a top program of ours.  You are mailing by exact FICO range so you can meet the exact criteria that fits your needs.  And by mailing weekly triggers, you are insured of getting to people who are in the market for a loan NOW! 

CALL NOW FOR PRICING AND COUNTS IN YOUR AREA! 

1-888-715-3237, or email info@axxesdata.com

This program is completely turnkey, we use our proven mailer, and do all the work for you; all printing, postage, mailing services, lists, etc.

Our clients have seen response rates greater than 2% with this program.  And since you are mailing credit bureau names by FICO, high conversion rates as well. 

HOW THIS PROGRAM WORKS (FROM A ROI PERSPECTIVE):

Bottom line, even if you only get a 1.5% response rate, that’s 75 leads.  If you convert only 10% (clients report much higher conversion, but we want to be conservative), that’s 7 loans closed (7.5 actually, but we rounded down). 

At $2,000 ROI per loan that’s $14,000.   Less program fees, your net ROI is $8,500!

That’s why direct mail to credit bureau triggers works! 

BONUS: The first 20 callers will receive a FREE 800# to track their results.

Offer expires 6/15/09.  Not to be combined with any other offer.  Approval necessary, for mortgage brokers only.  No contract, easy compliance.

Our newly revised website is up and running

Please visit our new website at www.axxesdata.com.  We are interested in your feedback.  Thanks.

Axxes Data's Newly Revised Website

Mortgage lead gen programs all the “cool kids” are using to stay alive in this economy!

We know how difficult it is to be a mortgage broker in this economy.  But in truth, it doesn’t have to be.
Many in-the-know mortgage companies are doing well – even thriving – and there are three simple reasons why.

1. They receive referrals from satisfied past customers.
2. They cultivate repeat business from past customers still in a position to take advantage of ultra-low housing prices.
3. They make a commitment to continue marketing.

This article will address #3 above, those mortgage companies who continue to push forward and market – the ones not succumbing to the self-fulfilling prophesy that…

1.    There is no business because the economy is bad…
2.    I’d better stop spending money on marketing…
3.    (yep that’s right) no business!

You’re right, that kind of thinking will get you nowhere but into a downward spiral.
The truth is – it is important to keep your name out there; to make sure your customers and prospects “feel” as if you are on solid footing.

What about traditional advertising?
Traditional advertising is usually a one-way street.  Sure billboards, bus benches, local magazine ads, are great for name recognition.  However, that kind of advertising is often very difficult to measure in terms or ROI.

And in this economy you only want to do marketing programs where ROI is easily measurable.  You have to keep a tight grip on marketing expense and always make sure there is the proper payback.

INSTANT TIP – Here is a tip, especially for print and TV.  Always use a tracking code.  A tracking code could be as simple as the name of the publication and the date.  Or on TV, use the phrase, “please mention promo code “X” to get a free “X”.

Which brings us to the most important elements of the development of successful marketing campaigns, no matter what they are.

The direct marketing golden rule:

1.    Concentrate 40% of your efforts in finding the best, most highly targeted lists and target marketed vehicles you can find.  Essentially you must speak to the right people otherwise you’re throwing money down the drain.

2.    Concentrate 40% of your efforts on making the most appropriate and powerful offer to that list (that compels a response).  Making the right offer to the right market, is the key that drives response, success and ROI.

3.    Tie it all together with creative (copy, design, etc.) that “speaks” your offer to your market in the clearest possible way (the final 20%).  While your creative only “counts” for 20% of developing a given marketing effort, it is no means an afterthought.  Give plenty of consideration to your audience, and how your words and design will set the scene for your prospects to respond.

How that ties into mortgage marketing?
So now that the basics have been explained, what is the most important element of a mortgage marketing campaign?  Well if you want to do direct mail, or telemarketing it’s the list….

The lowest hanging fruit!
Still these days, the easiest way to generate mortgage leads is to use highly targeted lists.  But what lists are working these days?
At Axxes Data we know!  We work with many different mortgage companies and for some even track and monitor their results for them.  We get a feedback from our clients on a regular basis.  And of course we see what our customers reorder time and again.
Based on this there are three programs we know are currently getting results, and keeping our customers going in this economy:

Three targeted campaigns you cannot go wrong with…

•    Weekly Credit Bureau Trigger Leads. Credit bureau trigger leads are created when a person has their credit checked (a hard inquiry) for a inquiry, and can be customized to meet any criteria. Some top performing filters you can use are: FICO Range, LTV, Mortgage Late, Mortgage Origination Date, Length of Residence, Mortgage Loan Amount, Revolving Debt and more.

•    Weekly Trigger mailers. This is a top program of ours. You are mailing by exact FICO range so you can meet the exact criteria that meets your needs. And by mailing weekly triggers, you are insured of getting to people who are in the market for a loan NOW!  This program is completely turnkey, we use our proven mailer, and do all the work for you; all printing, postage, mailing services, lists, etc.  Our clients have seen response rates greater than 2% with this program. And since you are mailing credit bureau names by FICO, high conversion rates as well.

HOW TRIGGER MAIL WORKS FROM A ROI PERSPECTIVE:
Bottom line, even if you only get a 1.5% response rate, that’s 75 leads. If you convert only 10% (clients report much higher conversion, but we want to be conservative), that’s 7 loans closed.  At $2,000 ROI per loan that’s $14,000. Less program fees, your net ROI is $8,500! That’s why direct mail to credit bureau triggers works!

• FHA Streamline database. Target by county, loan limits and more.  This is a simple program with lists that are perfect for direct mail and/or telemarketing.

So that’s it… that’s what our customers are doing to stay solvent.  They are working their customers, and continually doing high ROI, highly measurable direct marketing – direct mail and telemarketing – campaigns that are producing results.

Want to know more?  We have specials to save you $$$ on each of the programs above.  Call us now at 1-888-715-3237 for more info, or visit our website for details, www.axxesdata.com to be one of the cool kids, the survivors of the great 2009 economy!

Have B2B marketing fundamentals changed? Check out this video and decide.

This is a brilliant video example of how B2B marketing fundamentals and selling has NOT changed over time.  Kudos!  Enjoy “the man in the chair”, and let me your thoughts?

(please note, for some reason the video takes a few seconds to load.)

Guest Article: What Has the Most Impact on CSRs’ Performance?

In the last 20 years, I’ve primarily focused on improving one area of multichannel retail: What’s the key to improving a customer service rep’s (CSR) performance in the call center?

My experience has led me to one simple conclusion: It’s not about technology, or focusing on the right metrics or even training. If you want to improve a CSR’s performance, it’s all in the coaching.

Most organizations confuse coaching with performance evaluations. I’m a big believer in developing a scorecard to ensure that each CSR knows where he or she stands. I’ve found, however, that CSRs knowing “their scores” has minimal impact on affecting change. The sports world understands this, but the typical call-center world is bogged down in metrics.

In sports, a large majority of an athlete’s time is spent under the guidance of a coach developing his or her skills — and very little time reviewing performance. Most contact centers have the player-coach meeting. “Suzie, your percentages are down, and you’re not upselling XYZ. Now go do better, and I’ll see you in two weeks.” That’s not coaching. Coaching is about improving the future. Way too many managers just report on the past.

So what’s the answer? Conceptually, everyone believes in coaching, but many of us don’t have the time. How do you free up the time to coach? The first step is to learn to think more strategically about ranking your CSRs.

Managing Your Time Via the Quadrant Approach
The first coaching step is to realize that you don’t have enough time to equally invest in developing all of your CSRs to the level of performance required. Instead of ranking CSRs A, B and C just on performance, divide the team into four quadrants based not only on performance, but also on the desire to change. Here’s an example of how you can assess and rank each team member:

• Independents: CSRs with adequate performance and little or no desire to change.
• Detractors: CSRs with substandard performance who lack the willingness to change.
• Strivers: CSRs who have a strong desire to improve and grow, but aren’t meeting required performance levels.
• Achievers: CSRs who have a strong desire to improve and grow, and are meeting or exceeding required performance levels.

Once the team is categorized, you can implement the appropriate strategy and determine where to spend your time.

With Independents, very little time is required (5 percent). They’re meeting their performance requirements and don’t want to change, so leave them alone. The key is to raise the average level of performance for the entire team, and they’ll most likely be motivated to elevate their performance (i.e., “High tide raises all boats”).

Detractors are typically the greatest drain on managers’ time. If the desire to change is low or nonexistent, all coaching and development efforts will fail. Therefore, the time invested in Detractors also should be minimal (5 percent) until they demonstrate a willingness to learn and grow.

Communicate the desired level of performance, the time frame required to reach an acceptable level and a willingness to support them if the desire to change suddenly emerges. Don’t communicate that you don’t value these reps, but until they’re willing to change, coaching is futile.

On the other hand, heavily invest in Strivers (75 percent). This is your greatest opportunity to enhance the overall performance of your team. They embrace the idea that they need to improve and are open to input and ideas for improvement. Communicate specific performance requirements, but allow for a bit more grace as long as they’re committed to the development plan you’ve mapped out.

Second only to Strivers, managers should invest a considerable amount of time with Achievers (15 percent). These are the stars of the team who also have a desire to continually improve. Here the strategy should be to grow, challenge and retain.

Adopting this strategy will help remove the first barrier to developing your team — a lack of time. The next step is to place a high priority on developing your skills as a coach; you’ll see a dramatic change in results.

Tom Stanfill is CEO & co-founder of Aslan Training & Development, a Marietta, Ga.-based call-center consulting firm.