Understanding Telemarketing Advantage

What is telemarketing?

Telemarketing is the process of marketing goods, advertising services or customer service over the telephone. It is classified into two; inbound and outbound telemarketing. Inbound telemarketing is any incoming sales or service from viewers and listeners who want to order the advertised product or ask for more information. Some inbound applications are order taking, customer service, help desk and many more. An outbound telemarketing on the other hand, is the practice of making phone calls to prospects or existing customers done by a marketing person. Some outbound telemarketing applications include phone sales, appointment setting, lead generation and many more.

Knowing the Advantage

When you hear the word telemarketing, the first thing that gets into your mind would be a telephone or sometimes, a telephone ringing, right? But when you hear the phone rings, your usual reaction definitely is to answer it. You can’t deny the fact that the ringing of the phone alone would get your attention instantly and you would seldom ignore it.

Radio promotions and advertisement including billboards, newspaper and magazine ads or even direct mail demand slight or no interest at all. It can be forgotten once you have heard it, read it or seen it. They can all be disregarded and ignored but not telemarketing. Telemarketing acquires an immediate answer. This is the primary advantage of telemarketing. With this advantage, telemarketing establishes a conversation right away. Having a two-way communication is very productive. It is easier for the client to get the message or understand the product and the most important of it is that all questions can be answered promptly. It can even lead to a sale in an instant.

Another advantage of telemarketing is that telemarketing is available 24/7 at 365 days a year. With this kind of service, telemarketing allows you to answer your prospects’ questions, address their concerns, and overcome their objections. It is also the only marketing medium that allows you to adjust and make any changes with the strategy anytime necessary to increase results. An example of this is constantly changing or editing your sales script. You can even change your calling hours. This can be done as long as you gain results with it which results into another breakthrough, flexibility.

Understanding the Advantage

With its availability and commitment, telemarketing provides client with direct response and essential information that can be promptly scrutinized. Telemarketing is definitely flexible, definitely practical because it provides you with never-ending opportunities and possibilities to increase and enhance your business. Having these advantages proves that telemarketing is truly an ultimate marketing instrument.

Why Traditional Telemarketing Fails.

Not providing proof to back up there statements. It’s important that you can back up what you are claiming you can do for a prospect when telemarketing. Calling and saying we can save more time or we will reduce your cost is not a compelling proposition. It is even weaker when you do not go to the trouble of getting material together that proves your statements.

The value proposition (newer, better, faster, cheaper) provides no valid business reason to meet. We have heard it all before usually every day by every company that calls, writes and emails us.

Prospects avoid salespeople, so unless perceived as someone different you will be put in the same box as all the other sales executives that call.

The answer is simple: give them a compelling reason to listen to you. Compelling information is the answer to this problem that many do not take the time to refine and develop.

If your reasons for contacting a prospect are not powerful enough to move someone to a point of interest or action, your prospecting will never be strong. Information is the key to success in most selling situations and prospecting is no different.

What you are selling is of no real interest to the prospect, what they can get from a meeting with you is. If a prospect can get information they can use, that gives them a strong reason to arrange for you to come and see them.

Other professionals feel that merely stating the product or service they provide, and talking about the benefits they offer will get them an appointment. If you are selling IT solutions, insurance, advertising, marketing services, web design, training, financial or legal services, software, commercial real estate computers or one of millions of products and services consider this. 90% of your prospects have no interest in your product or service.

So if you think that simply telling a prospect what it is you sell is enough to stimulate interest, think again.

If you give a prospect information they can use this improves the communication between you and your prospects and clients. This is because you both benefit from the start rather than the prospect feeling he is doing you a favour by meeting with you. You are also building trust by putting you best foot forward (your expertise). You can blow your competition out the water by showing your clients that you are the top experts in your field.

Successful Telemarketing Strategies

  • Make sure you have a Plan. Before you begin your telemarketing campaign, do you know what you want to achieve? Are you collecting additional contact information, such as the decision maker’s name or asking for specific contact’s e-mail addresses? Are you creating brand awareness? Are you conducting market research? Are you hoping to close a sale over the phone? Without a clear directive, your telemarketing campaign will never get off the ground.
  • Make sure you know your target audience. Who are you directing your marketing message too? Knowing your target audience is integral to any outbound sales program. There is no point talking to anyone who is not interested in hearing from you.
  • It’s all about the list! The success of your telemarketing campaign comes down to the telemarketing list you use. Your list should be accurate, targeted and the right size. The number of callers you have, should determine the size of your telemarketing list. If you only have 1 person making the calls, you don’t want the data to go bad before they are able to call all the contacts on the list. Conversely, if you have 10 telemarketers making the calls you want to make sure the telemarketing list is large enough.
  • Know the Rules. Many countries have Do Not Call regulations. Before starting any telemarketing campaign, do your research and make sure you are in compliance before you call anyone.
  • Have a killer Script. You have just a few seconds to make a good first impression on the phone. Your script needs to be clear and to the point; you are more likely to succeed in your goal if your prospect fully understands what you are offering, as quickly as possible. Working from a script keeps you focused on what you need to get out of the call. It also helps curb the nervousness that can come with making cold calls. Just make sure you don’t over-rehearse and end up sounding like a robot. With a more natural speed, you’ll sound more sincere.
  • Be knowledgeable. The first obvious question is why should I listen to you? Or, why should I buy from you? Make sure you are well-informed about the benefits of your product. A sound knowledge will help you persuade your prospects.
  • Make it into a Conversation. You should sound like you are having a conversation rather than making a sales pitch. Be prepared to talk through any questions concerns they have.
  • Try to get a Commitment. This is key to finishing a call. At the end of the call, you should ask the prospect’s commitment to buy your product or service. If the prospect shows some interest, thank them for their consideration and ask for their final decision.
  • Know how to be told “No”. Sometimes a “no” really is a “no”. Don’t let it upset you, thank the person for taking the time and try again another day. Telemarketing requires a lot of patience and persistence to produce good results.
  • End your call Politely. Whether you get what you wanted or not, always thank the person on the other end for his or her time.
  • Keep your Word. If you say you’re going to send some marketing material – send it. If you waste somebody’s time or leave them dangling, waiting for undelivered promises, they won’t be likely to buy your services in the future.
  • Practice Makes Perfect. It can take a little while to get comfortable with telemarketing; don’t give up if the first call isn’t perfect. Remember that the worst thing that can happen is that someone will say “no”, which leaves you no worse off than you were before you made the call.
  • Don’t just Cold Call. Your telemarketing efforts should be part of a larger campaign that uses a combination of different direct marketing strategies – a direct mail campaign, an email blast and even social media. You may have to reach out half a dozen times to establish a relationship that delivers results.

Telemarketing can be extremely effective if done properly. It doesn’t have to be hard, and it doesn’t have feel like you’re harassing your prospects into submission. Take the time to plan everything out. The more time you spend preparing, the better the results of your telemarketing campaign will be.