Improving Telemarketing Practices: Key to Survival

Telemarketing or telesales has been negatively passed judgment on recently by a lot of consumers, leading many businesspeople to believe that it has lost its effectiveness. But the reality is that telephone marketing calls still work, if executed properly and with responsibility. Any successful form of marketing depends heavily on the valuability of services or products to customers. This should also be the top-most priority in all telemarketing calls.

Consumers today are constantly besieged and overwhelmed with all sorts of promotions and advertising materials, and quite frankly, they have widen up to the point of being cynical about advertising activities. They are now looking for substantiality and value in commodities and this is the point where telemarketing plays a major role in arousing their interest.

Revamping the way telemarketing is conducted is key to its continuity. Telemarketing calls are commonly viewed as intrusive and deceitful. Lately, there has been proliferating news derived from US and Canada industry data that telemarketing is going extinct. Multiplying Do-Not-Call registrants demonstrate the increasing despondency to telemarketing calls. News of FTC shutting down telemarketing operations show that the agency is serious about the crackdown. The significant increase in telemarketing calls aimed at recession-stricken consumers and the so-called “robocalls” ignoring federal telesales laws have impelled the FTC to implement tighter telemarketing restrictions.

Clearly-defined telemarketing goals are important. Too much focus on metrics explains why a great number of telemarketing services have fallen off the radar. Performance evaluation based on numbers has become a crucial factor that salespeople have neglected the interests of consumers. Calls are made with no sense of purpose; sales pitches are made in haste; salespeople are unprepared and follow through are very slow.

In order for telemarketing firms to stay in the marketing industry, they have to make fundamental changes. The outcome of telemarketing activities can improve by:

Considering the call objective. Managers and superiors should create an outline for their agents by having a defined goal for every call. Is it to arrange meetings with decision-makers? Evaluate customer demands? Obtaining approval to send proposals? Etc.

Avoiding sales pitches in the first call. The initial telemarketing call should only serve as an opportunity for the salesperson to introduce the brand to the customer and develop an affinity by taking into consideration their needs. The initial call is not the time to pitch a sale as this usually puts customers off.

Preparing online and printed information. If customers ask for additional information, this should be considered as positive opportunities. An email brochure, website address , catalogue sent by mail or any form of marketing content should be provided.

Conducting timely follow-ups. Prompt follow-ups demonstrate commitment to and genuine interest in the customer. Timely follow troughs help salespeople gain the customer’s confidence better.

Ultimately, consumers would not consider registering their numbers in the DNC lists if the telemarketing calls they receive offer real value. Telemarketing companies can restore the customers’ confidence in telesales by steering salespeople into customer centricity rather than achieving sales goals at any cost.

 

Anne Geller recommends you to visit www.callboxinc.com for more information about Telemarketing.

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