Telemarketing

Overview

Telemarketing is a direct marketing strategy that increases exposure of your business to potential customers. Telemarketing is conducted over the phone and allows companies maintain contact with regular customers. Telemarketing also allows businesses to explore new markets and attract new clients.

How It Works

A telemarketer calls on behalf of a company. They are well versed in their company's products, services, and promotional offers. Calls are classified into categories of warm and cold. Warm calls describe a situation in which the telemarketer has previously spoken to the prospective customer. Cold calls describe situations when the telemarketer has had no previous contact with the prospective customer. Telemarketers conduct some research before making calls, as they must understand who they are talking to and what they are discussing. Telemarketers will frequently prepare scripts.
Some people may not want to receive telemarketing calls and will block telemarketers from calling them by listing their names and telephone numbers the National Do Not Call Registry. Companies are subject to fines for calling the names and numbers on this list. Telemarketers cannot make calls before 8:00 in the morning and 9:00 in the evening. Because of these limitations, companies should continue to explore and implement other marketing strategies.

Benefits

Telemarketing allows companies to talk directly with prospective customers. Brochures, catalogs, and pamphlets are less personal, and with telemarketing, people are able to ask questions and clarify doubts. Telemarketing helps companies conduct research on how to build strong customer relationships. Telemarketing can also be used to collect orders, make appointments, and take surveys.

Costs

The biggest cost to consider is your telephone bill. Other costs involve training representatives to talk to customers and clarify questions. If you want to automate all your customer data, then you would have to invest in database systems and the software to track customer calls.

Timing

Telemarketing strategies can be used when you decide to introduce a new product or offer a new promotion. Telemarketing can also be used when you want to track employee information and satisfaction. Telemarketing can be used when you want to reach out to existing customers or when you want to contact new ones.