Telemarketing really has come a long way hasn’t it? To think it all started with telephonists and switchboard operators during the late 19th century. But don’t let that fool you. Just as technology transformed other marketing methods, today’s telemarketing has changed as well.
Back then, salespeople solicited prospects to buy their products and services through either planned or recorded telephone calls. With the different types of media today, along with internet and computer technology, this is no longer the case (especially with the pace that today’s markets shifts).
Although, the premise hasn’t changed: you’re still promoting something to strangers in a targeted market to gain possible sales leads. But today, new methods include the use of e-mails, social networks, apps and other tools that are trending in 21st century tech. Telemarketing has only survived as a method because of the support they’ve given (and vice-versa).
Obviously this is because it’s still regarded now as an annoyance. Its associations with scams and frauds are stronger now compared to the old days when receiving solicitors on the company phone was still a norm. What is now known as B2B telemarketing today is simply the result of fixing the mistakes of the past and diversifying its role in other marketing processes like:
- Appointment Setting – This is regarded as both an intelligent use of telemarketers and a cost-effective way to generate new business. B2B organizations place a great deal of emphasis (as well as budget allocation) on appointment setting. There still isn’t any better way to close a sale than a chance to sit down with a prospect in a one-on-one meeting.
- Seminar Booking – Seminars do deliver results both for individuals and organizations. But no matter how good, it’s no good as long as attendees aren’t being booked. Using a telemarketing team to book your seminars means getting the good news out to people that could greatly benefit from attending.
- Following Up – Live calls have proven to be very powerful when making the most from direct mail or email marketing. That’s why they’re made to follow up after literature or sales enquiries, chase up interested parties, and converted those who may have otherwise remained undecided as they’re just stuck with a brochure.
- Market Research – One of the time-tested uses of telemarketing is market research (often used for product review and customer feedback). However, these days it can be used to cover a full range of both quantity and quality data collection. Using the latest integrated technology, telemarketing interviewers can handle everything from small executive level surveying to nationwide customer feedback.
- Database Cleansing – The information in your database quickly gets out of date. Today’s telemarketers to work through that data each day to correct, delete or amend the details of your prospects or existing customers. Keeping your data is up to date and accurate increases the success rate of your sales reps. Make your existing data work for you by purging useless existing data.
- Lead Generation – Generating leads means increased sales revenue and reduction to the amount it costs to close them. When you use telemarketers to generate your leads, you free up your sales teams to do what they are good at.
- Reselling – Telemarketing provides another successful route to improving sales by selling directly to those that are already using your products or services. Existing customers are much more easily converted because you don’t need to convince them of your expertise, reputation or benefits.