Randy Greenberg, President/Owner, Greene (& Associates), an RMG Direct company
SIPA: What was your first job out of college and how did you get into this business?
GREENBERG: Like many students, I worked various part-time jobs while attending classes. One of these jobs was as an account executive (inside sales rep) for Tele-America, Inc., a business-to-business telemarketing firm located in north suburban Chicago. I sold specialized information publications (before they were called specialized information publications) to professionals at their place of business. I was calling physicians, attorneys, engineers, etc.—highly educated professionals. All products were in print format back then (early 1980s), and voicemail/email was pretty much non-existent—allowing me to establish a relationship with the gatekeeper. I would kill him or her with kindness until I got to spend a few minutes on the phone with the customer/prospect. I was consistently a top performer and was recruited by APAC Teleservices for a management position which I accepted.
Has there been a defining moment in your career? Perhaps when you knew you were on the right road.
Once at APAC Teleservices, I rose through the ranks quickly. I was the primary liaison between sales/marketing and operations. Once new business came in the door, it was my job to ensure that all goals (ROI) were exceeded and that the client was dancing in the street. My mission was to take what came in as test programs and secure roll-outs (ongoing business) based on our performance. We were typically competing for the business with other firms—which I enjoyed.
In brief, describe your business/company?
Greene (& Associates), an RMG Direct company, is a teleservices agency specializing in developing profitable inbound/outbound and interactive telemarketing strategies for specialized information publishers. Our clients include many of the most respected organizations in SIPA. We’re experienced in developing profitable new-subscriber acquisition, renewal and cross-selling strategies with publishing companies of every size and level of telemarketing experience—and also do all types of consulting. We have been a SIPA (NPA, NEPA) member since the 1990s.
What are two or three important concepts or rules that have helped you to succeed in business?
– In a call-center environment, you are only as good as the people working on the front line. When our clients are able to “meet” with their team on a regular basis, it allows for an interactive relationship that maximizes success. Most of our staff has been with us for a long, long time; they know what I think before I say it.
– Surround yourself with talented people and don’t take yourself too seriously.
– Be frugal with clients’ marketing dollars. If something isn’t working, kill it before it multiples. Unlike direct mail, telemarketing evolves. After a few calls, you can gauge the results and implement change to improve performance.
– Be nice—whether it’s with your employees, clients or someone on the street. Be sincere; people know when you’re not. You cannot build long-term relationships if you are not sincere. And be passionate about what you do.
What is the single-most successful thing that your company is doing right now?
Successfully navigating across the different ways that content is being delivered to (prospective) subscribers. This involves finding out how these individuals prefer to receive the information (print, CD, online) we are offering for our clients. Trying to fit a round peg in a round hole—taking the time to understand their needs (needs analysis) and presenting information that will get them on board (and stay on board) for years to come. And offering a “suite” of products (possibly a print publication with online access to real-time information) to raise the average order size and the lifetime value of the customer.
Do you see a trend or path in 2010 that you know you have to lock onto?
In the “old” days, we would offer a main product and have a cross-sell or down-sell available if the (prospective) customer didn’t accept the main offer. These days, most of our clients have opened up their entire catalog, allowing us to (cross) sell a variety of products and services. Some of our clients have 50-80 products. All pertinent product information is loaded into our dialing system enabling our staff to toggle between various products/services and find the best fit. Our staff is trained by our client to be product experts. On some efforts, we work closely with our client’s in-house staff to set the table for them to speak with (prospective) subscribers who we have qualified for their products/services. These efforts typically include higher priced, more complex (possibly multiple user opportunities) offers which may require multiple calls to close the sale. Additionally, securing conference registrations through telemarketing is working well.
What are the key benefits of SIPA membership for you and your team?
The relationships we’ve formed over the years with our SIPA publishing clients—we’ve worked with some of them on an ongoing basis since the mid-1990s. The conferences are a great networking tool for us (we exhibit at the June and November conferences and have sponsored different events). A couple of times a year we get to set up a “remote office” in the exhibit halls in D.C. and South Beach and talk with existing clients and meet prospective clients—it works out well for us.
Where did you grow up?
I grew up in Skokie, Ill., which is north suburban Chicago.
What college did you attend? Is there a moment from that time that stands out?
I attended the University of Illinois at Chicago while living in the Lincoln Park area and would take public transportation to class. Some of the neighborhoods that I would pass through on the way to and from class were beautiful…some were a little scary.
Are you married? Do you have children?
I have been married to Carrie for 15 years and have two sons (Noah, 14, and Ryan, 11) and a daughter (Samantha, “Sami,” 7). They are the reason for my existence.
What is your favorite hobby and how did it develop in your life?
Baseball and boating. My love of baseball began with the 1969 Cubs. Although that season ended with one of the worst collapses in history, it taught me about perseverance. I’ve been hooked since. I played baseball throughout my youth and have coached my kids over the years.
Boating came later in life. I love the water and began boating as a way to create additional (non-baseball) family time.
Is there a recent book you read that you can recommend?
Having recently turned 50, I took the opportunity to re-read Jimmy Buffett’s, “A Pirate Looks at Fifty.” If you need to take your mind to far away places without leaving the comfort of your own home, this book will do the trick.
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As Randy said, “The conferences are a great networking tool…
to talk with existing clients and meet prospective clients.”
SIPA’s 27th Annual Marketing Conference
Nov. 10-12, Ritz-Carlton, South Beach, Miami
See what all the buzz is about!
Register by this Friday and save $100!
(And still get the $179 room rate!)
View the action-packed agenda here
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