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Guide to Inbound and Outbound Telemarketing Costs

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There are two types of telemarketing – inbound and outbound.

Inbound telemarketing refers to the use of phone numbers as a marketing tool, through encouraging customers to phone and tracking marketing efforts.

Outbound telemarketing is the process of phoning potential customers to generate sales, leads, or conduct research.

Outbound Telemarketing – Bringing in New Business

If you’re conducting a small telemarketing campaign it probably makes sense to carry out the calls yourself. However, if telemarketing is essential to your business you may need to hire an agency to generate leads or sales.

Telemarketing agencies can generate large numbers of leads but choose the agency wisely. Consumers find sales calls particularly annoying and combined with someone pushy or aggressive on the phone it can give your company a bad name. Some agencies record all their calls so you can assess how competent they are.

Telemarketing agencies tend to cost in the region of £15 per hour, from which you can expect 2 leads per hour. Sometimes pricing is quoted on a per call basis – for example, 500 calls where the prospect answers for £350.

However, telemarketing has been given a bad name because of its poor targeting and general misuse. David Silsby, Sales & Marketing Manager of Premier Computing Corporation, highlights the importance of a telemarketer’s knowledge and understanding of your industry:

“You have to build a close relationship with the company and be sure they have a good knowledge of your target market, and that they are able to devote sufficient resources to developing an in depth understanding of your products and services. I’d put the importance of a good relationship with the telemarketing company right up there with the key success factors for a telemarketing campaign.”

Inbound Telemarketing – Your Company Phone Number

Your choice of company phone number depends on your business goals. Freephone numbers have been shown to increase incoming calls by as much as 300%, and are ideally suited to generating more enquiries over the phone and tracking various marketing promotions.

National rate numbers can be used to reduce the workload on staff through eliminating unnecessary calls, and can also generate revenue. Premium rate numbers are usually used as a competition hotline.

Approximate costs are outlined below:

  • Freephone – Setup fee, maintenance fee, and 3-5 pence per minute
  • Local Rate – Setup fee, maintenance fee, incoming calls often free of charge
  • National Rate – Connection fee, incoming calls free of charge, rebate of 1-4 pence per minute
  • Premium Rate – Setup fee, receive around 60% of the cost of the incoming call

Alternatively you could just use your landline number, particularly if you run a service-based business such as website design. However, using non-geographic number do have other advantages in that they often come with comprehensive call statistics, a call waiting facility, and an out of hours messaging service.

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