Effective Telemarketing

Effective Telemarketing
Effective Telemarketing Telemarketing isn't just about scaring old grannies by trying to sell them double-glazing. If done responsibly and as part of a properly planned campaign, it can be an effective part of your marketing strategy.

WHAT'S TELEMARKETING FOR?



All kinds of different companies, big and small, use the telephone as part of their marketing campaign, whether their aim is to solicit donations, conduct research or make a sale.

You probably do telemarketing every day without realising it. Every time a customer rings you with an enquiry and you describe your products, services or special offers to them, you are telemarketing. But the phone can also be used more proactively.

'Cold calling' has a bad reputation, but contacting new prospects to introduce your products can be an effective way of generating sales - just make sure that you conduct the call in a considerate and non-threatening manner. You can also use the phone to verify contact details, to collect information about a company in order to establish if your products or services might be of interest to them, to invite people to events, to ask for donations, or to make follow-up appointments.

You might also call existing customers to alert them to a special offer or new products that might be of interest to them, to ask if they want any more of a favourite product, or to get feedback.

WHY DOES IT WORK?

The big advantage of the phone over other forms of marketing is that it's a conversation. It's very responsive, allowing you to discuss a prospective customer's requirements in depth before establishing whether a particular product, service or offer will be suitable to them. The greater detail and personal input that a phone call allows also makes it a particularly effective research tool, compared to a brief online survey.

Telemarketing also has an immediacy that email and direct mail lack, meaning you can establish interest, describe what you have to offer, and make a sale, without the process being interrupted as you wait for them to get round to writing another email, or putting an order form in the post.

HOW DO I DO IT WELL?

As with any marketing campaign, it is crucial that you plan thoroughly. What are you trying to achieve? Make sure you know exactly what you're trying to find out, or how you mean to get to a sale, before you pick up the phone. If you are ringing to set up appointments, then have some time-slots available; if you are trying to get addresses in order to mail out invitations, brochures or catalogues then make sure they're printed and ready.

Identify your target audience, and make sure you have the right telephone number for them. Is your database of contact details up-to-date? You might want to consider buying a data list from a company such as www.mailinglists.com.au in order to generate new leads and make sure the numbers you are calling are current and correct.

Avoid overly-scripted calls, but make sure any conversation is structured and moves towards a goal. Have answers to difficult questions prepared beforehand.

Keep a record of what approaches and offers work, and what audiences are the most responsive. Where possible, quantify the response - sales made, further information requested.

Australian federal legislation states who and when you can ring. Don't flout it. More generally, be sympathetic to your customers, think through any telemarketing strategy properly, and the simple phone could help you grow your business significantly.

Navigation