Campaign timeframes
• The response rate a campaign achieves is principally
   governed by its length.
• The higher the response rate, the higher the return    on investment for the client.
• Initially, callers are working up from the weakest   leads, honing their skills and establishing call-backs.

  These may not bear fruit until weeks later. Although many sales are made   on the first call, the majority are the result of call-backs.
• For this reason, a campaign, regardless of its size, takes between two to   three weeks before it starts to hit its weekly sales targets.
• If a campaign is designed to be completed in four weeks simply because   there are only 3,000 leads available, it will only return one or two weeks of   optimal results and will have a very low overall contact rate.
• In practice, it takes almost the same period of time to achieve a contact   rate of 60 percent with a lead base of 4,000 as it does with a 20,000-
  strong lead base regardless of the number of callers assigned.
  With these factors in mind, Sfz believes that campaigns with a small lead   base clearly need to be spread over a period of time that realistically   produces the optimum return on investment for the client.