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Telemarketing
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Telemarketing Do's & Don'ts Effective telemarketing campaigns are targeted to customers and prospects who are most likely to respond. They spread the names of your products, services, or business to the prospects you want to reach. The campaigns are also designed to trigger a favorable response. The question is, when putting together a telemarketing campaign, what type of program works best for you?
There are generally two types of telemarketing programs: Which one works for you, of course, depends upon what type of product or service you are offering. Your offer may lend itself to being sold over the phone. Or it could require an additional appointment for a demonstration with a salesperson. The type of product or service, its complexity, and whether it lends itself to a hard or soft sell, will also determine the type of telemarketing program you should develop. So when planning your campaign, keep in mind all these factors. As a general rule of thumb, if the product or service is relatively inexpensive and can be demonstrated, use the telemarketing campaign as a way of "selling" appointments. If the product or service is expensive, the people involved in its purchase generally require more information before they purchase it or even consent to a demonstration. In these cases, you may want to design a campaign that triggers a request for more information. Also, keep in mind that the more expensive the item you are selling, the higher up on the chain of command the decision-maker will be. That person could be the president of the company, the vice president, or the chief financial officer, etc. A telemarketing program designed to connect with these influencers could start with calls to determine who the proper decision-maker would be, and if they were willing to receive more information on the product or service you are providing. Then there is the simple telemarketing campaign ostensibly presented just as a method to update your prospect database. We conducted one recently. All we did for our client firm was call its prospect companies to verify the names of the decision-makers and addresses of the companies, definitely mentioning the client firm by name several times. In fact, not long after that the firm realized an increase in orders. By just calling to verify addresses, we reminded the firm's customers of the firm, and they took it upon themselves to call in orders. No hard sell involved. This simple little campaign provided an additional bonus, too. By updating and paring down the prospect database, we were able to save our client hundreds of dollars in postage and production for the company's next direct mail campaign.
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