Many business owners are not quite sure what telemarketing is or how it might fit into their operations. This guide is designed to make you aware of some possibilities and how you might be able to apply telemarketing in your business. Used correctly, telemarketing tactics can significantly boost the performance of most businesses.
Telemarketing involves two main types of communication: inbound calls (such as enquiries and sales orders) and outbound calls (such as calls to potential customers).
This guide concentrates on the possibilities and potential of outbound telemarketing.
(For some ideas on how to improve results from inbound calls, see the related Solution Guide: ‘How to build strong relationships on the telephone’.)
The right attitude
Outbound calling is much more demanding than handling inbound calls. It therefore requires more skill and training as well as persistence on the part of the telemarketer. Success requires in particular the right attitude.
The right attitude recognises that telemarketing is very effective and that many customers find it helpful. But it’s important also to recognise that you’re intruding into their business and their time without invitation. Therefore, your attitude should be honest, direct and quick.
The relationship balance
Because you’re telephoning their workplace during their time, you should not have expectations of co-operation - you have to take customers as you find them. So don’t waste their time. Appreciate the fact that they are not obliged to answer your questions - they are volunteering information as a favour.
If the call progresses to the point where it’s clear they have a need for your product or service and want more information, then the situation reverts to a more balanced relationship. But they remain a customer you want to win.
Pay attention to marketplace feedback
If you’re able to gain their interest by using a direct, honest and to-the-point approach, then you’ve been successful. But if they reveal they’re not interested, or too busy, or say: “Don’t call again”, then it’s better not to intrude further. Instead, move on to the next call. If you experience a high level of discontent or hostile reactions, perhaps you’re at fault by calling:
- The wrong market
- At the wrong time (for example, stock take day)
- The wrong company or person for your product
These factors should help you reassess your planning and approach.
Call frequency
Your aim in conducting an on-going telemarketing campaign is to keep in regular contact with key potential customers and key decision-makers in your market place. You must balance this against the risk of irritating your contacts by overdoing the frequency of your calls.
(For more discussion on this topic, ask for the related Solution Guide: ‘How to build strong relationships on the telephone’.)
Make calls multi-purpose
All your telemarketing calls should serve three purposes: improving the accuracy of your database, prospecting for new business, and the specific reason for the call.