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Telemarketing – The Basics

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Telemarketing can be a quick and cost-effective way for businesses to contact their target consumers and complete sales, without the need to spend large quantities on expensive marketing programmes.

Types of Telemarketing

– Inbound Telemarketing – this involves including your phone number on flyers and other promotional material. Consumers then phone the number to purchase your good or service. In this instance the primary function of telemarketers is to take order information and, whilst they still provide product information and details, they are not usually required to attempt to proactively sell the product.

Your company phone number is vital to the success of inbound telemarketing.

– Outbound Telemarketing – this is the type of telemarketing that people often mean when they mention telemarketing. This involves proactively selling a product or service through phoning a set of potential consumers.

Business-to-Consumer Telemarketing

There are a number of advantages of telemarketing over other forms of marketing, including the fact that you can ask questions, thereby enabling you to assess the customer’s needs, and you can explain complex or technical aspects of your product/service more clearly.

However, there are some significant disadvantages. The vast majority of people dislike marketing calls and often look negatively on any companies that are using this as a form of marketing. It’s worth considering how important the image of your company is and whether telemarketing will significantly affect this. Above all, don’t be pushy if someone says they aren’t interested don’t try to persuade them otherwise.

Business-to-Business Telemarketing

Telemarketing has a wider role to play when it’s business-to-business communications. When people are at work they expect to receive marketing calls, especially as many people make them themselves, and as a result they are more receptive to them.

A dedicated telemarketing campaign can be used to:

  • Build your database
  • Generate leads and customers
  • Follow-up direct mail campaigns
  • Keep in touch with current customers
  • Obtain valuable information through asking for feedback

A telemarketing campaign can be carried out in-house, although for large campaigns it may make sense to recruit the services of a telemarketing bureau. Training can also hugely increase the success of this form of marketing, and you could also take a look at out our telemarketing tips & advice section.

Finally, before embarking on a telemarketing campaign there are some legal issues that need to be adhered to.

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