About Telemarketing

What is Telemarketing?
Telemarketing involves the selling, promoting or soliciting of products and services over the telephone and is one of the biggest forms of marketing used around the globe. It is an effective means of promoting products and services, but most telemarketers are hated members of the business community.

Why Telemarketing Programmes Fail
Most telemarketing programmes fail because of the following:

  1. Many people don’t plan properly so their objective is not clear.
  2. Too many telemarketing programmes have expectations that are a little unrealistic.
  3. Telemarketing plans have calling lists that are either out of date or poorly targeted.
  4. Many programmes do not have trained callers.
  5. Many callers do not know how to start a discussion or how to guide a discussion towards the objectives.
  6. There is not enough time allowed for the learning curve to develop and to improve the course’s success rate.
  7. There is often a misunderstanding of what the client is actually paying for.
  8. There is no clear communication between the caller, the supervisor or the client regarding the call.
  9. There is little follow-up by the client after the information has been given.
  10. Too often the telemarketing is not suited to the objective of that type of business.
  11. Too many telemarketers do not know how to close the deal.

Telemarketing Can Beat the 80/20 Rule
In general you get 80% of your business from 20% of your customers. This means it makes a lot of sense to build on 80% of your customers that are doing 20% of your whole business. Telemarketing programmes should be designed to do this.

  • (a) A Clearly Defined Programme
    Every telemarketing programme should have a clearly defined objective before it begins. For example, it might be better to create the opportunity to increase business rather than try to sell directly at that time.

  • (b) There Must Be a Specific Target Market
    The programme should have a specific market. You need to target everybody on the list you have created. This means everybody who has the authority to place an order or make a decision. It should include all businesses that recently bought from you, and excludes anyone you don’t want.

  • (c) Prepare For the Call
    The caller needs to have the ability to call the right person and they must know that the whole objective is to get an opportunity to call that person again. Product knowledge is not required at this stage.

  • (d) Making the Call
    If you are making a customer survey-type call, it will go something like this; “Company name is conducting a brief customer satisfaction survey and it will only take two minutes to answer a few questions for us.” You will need skill to get the person to talk, but as it is a survey type call, you don’t need to know a lot about the product. You should make the call in such a way that people will talk to you and when you get someone who is prepared to do the survey; you have succeeded in your purpose. Don’t forget to close the call with thank you.

  • (e) Making the Call Back
    From the survey you have been able to get information, which makes it easier for you when you make the call back. You need to call everyone who has commented at all or indicated an interest in doing further business with you. You can use the excuse of calling them back to get further information you missed, because you just want to make contact again.

While you make the call you can introduce the sales pitch, but do this very gently. It’s a good idea also for someone in authority to call (such as the manager) because customers always feel flattered if the person is important.