Maximizing the number of quality conversations should be the aim of any telephone lead generation campaign, but the road toward achieving that goal isn’t always the same from one program to the next.
There are a lot of variables that go into developing a successful campaign, and one of the most important is choosing the right call center software. The decision is not necessarily as easy as selecting the platform that can deliver the most dials in the shortest amount of time, although that’s certainly a factor.
VSA utilizes two types of automated dialing systems when calling prospects on behalf of our clients—a power dialer and predictive dialer. The platform is chosen based on a range of factors, including the size of the client’s prospect list, the accessibility of the decision-makers we’re trying to reach, the warmth of the leads, and the complexity of the offering.
“It should never be a one-size-fits-all approach,” says VSA CEO and Founder Valerie Schlitt.
Here are some of the biggest differences between power and predictive dialers, the benefits of each platform, and how to decide which best suits your needs:
POWER DIALER
What is a power dialer: A power dialer eliminates the need to call prospects manually (no reputable lead generation firm should be handling calls like that anymore), while still keeping agents in complete control of each conversation.
How it works: Numbers are automatically dialed sequentially one-by-one, and no new call is made until the previous call has been completed or abandoned by the agent. The single-call handling ensures an agent is always available for each connected call.
What are the benefits:
- Increased productivity: A power dialer automates the calling process, saving time and reducing errors.
- Better control: Agents dictate the dialing pace, making it easier to prepare for and manage conversations.
- Compliance: More human oversight makes it easier to comply with telemarketing regulations, reducing the number of dropped calls.
When to use: Power dialers are ideal for warmer or high-quality leads that need personalized attention. Their use enables agents to spend more time reviewing notes before dialing. They are suitable for smaller target lists, when calling as many as prospects as possible isn’t as crucial.
PREDICTIVE DIALER
What is a predictive dialer: A predictive dialer uses algorithms to automatically call multiple leads simultaneously, predicting how many numbers to dial based on factors such as the number of available agents and historical call metrics.
How it works: The system quickly moves on from unanswered calls, while immediately routing answered calls to the next available agent, increasing the number of conversations.
What are the benefits:
- Maximized efficiency: The predictive dialer increases live connections by minimizing idle time.
- Higher call volume: The system can dial far more numbers in far less time, ideal for high-volume campaigns.
- Automated processes: Unanswered calls, disconnected numbers, voicemails, and busy signals are detected and filtered out without the agent having to waste time dealing with them.
When to use: Predictive dialers are often recommended for larger target lists, when it’s important to reach many contacts quickly. They are suitable for shorter, less complex conversations, when the goal is to qualify leads quickly.
HOW TO CHOOSE
While we have an idea which platform is best for each of our clients based on our years of experience and expertise, there are exceptions to every rule and always nuances to consider. But in simplest terms, the decision often comes down to one of these three factors:
- Lead quality vs. lead quantity: Use a power dialer for high-quality, detailed conversations. Use a predictive dialer for large volumes needing quick contact.
- Campaign objectives: Build relationships with a power dialer. Quickly qualify leads with a predictive dialer.
- Compliance concerns: Power dialers offer better compliance control. Predictive dialers still should be compliant with telemarketing laws and regulations if properly configured, but stricter regulations, such as SOC 2, could potentially be a concern.
In both cases, VSA’s advanced technology allows us to make more calls per hour than the industry average, although the number is obviously higher with the predictive dialer.
If you’re considering outsourcing your telephone lead generation needs, and have questions about the dialing platform that’s right for you, we should talk. We’re always excited to discuss the latest call center technology.