Home Marketing Interactive marketing Telemarketing

Inbound and outbound telemarketing

Telemarketing is a term that covers all telephone-based marketing activity including sales, customer service and market research. It can be really effective.

It's effective because it's a form of interactive marketing.

Outbound telemarketing, where the call is initiated by the company, is used extensively by businesses to set up sales meetings and even to close deals remotely.

Consumers are weary of companies interrupting their evening meal in a bid to set up a meeting to discuss double-glazing or new kitchens. So, at home, they are increasingly resistant to people cold-calling them.

In the consumer sector, inbound telemarketing, where the call is initiated by the customer, is now a standard customer service offering. Make it easy for customers to contact you. Your telephone number should be on all literature or sales material and on your website so people always feel they can get directly in touch with a human being if they wish.

Use Customer Relationship Management software and techniques to record your dealings with customers. Be aware that it is now illegal to telemarket a private individual or business partnership that has registered with the Telephone Preference Service. Unless you have someone's express permission to telephone, you should screen your database before picking up the phone.

Be very clear about why you are using telemarketing. There are a number of recognized uses:

• Lead Generation and the gathering of information

• Outbound: proactive marketing in which prospective and existing customers are contacted directly

• Inbound: demand is generally created by advertising, publicity, or the efforts of outside salespeople.

Also be clear about the purpose of the call? Is it:

• To inform?

• To establish a need?

• To obtain an appointment?

Telemarketers need to be thoroughly briefed - with information about the product or service you offer and a clear idea of the way they are supposed to handle calls. Is there something specific you want them to say when they answer the phone? If a customer phones in with a complaint how much jurisdiction do they have to offer discounts of other inducements by way of apology?

So when setting up a campaign here are some top tips:

• Target

The most frustrating telemarketing calls are those from people who have no idea about you and the services that you may require. The most effective telemarketing is where you have taken the time to understand and target precisely those consumers or businesses that are most likely to have a requirement for your products or services. The more time you invest in targeting which businesses to speak to the less time you will waste trying to convince people who won’t require your services. Target your customers, and then potential referrers and then the market at large based on what you have learnt.

• Set outcomes

There are lots of things you can achieve on the telephone. It’s not just about making sales or setting appointments, it’s your opportunity to get into a two way conversation with prospective customers.

• Data collection

Keep a record of who you are calling, what was said and what needs to be done next...then think again as this is the framework of which all your hard efforts and future business rest on. Use a CRM system.

• Call structure

Know where you need to take the prospect and how to get them there.

• Make friends

Being friendly and expressing interest in your prospect are the foundations to a great call. A great call is when the person on the other end is doing most of the talking.

• Follow up

When a potential customer request further information make sure they know you are going to want feedback and that you will be contacting them again. Deliver on your promises and contact them exactly when you said you would.

We help you to set up and run telemarketing campaigns. We source, monitor and control external telemarketing specialists for you.

Registered in England and Wales number 3883699. VAT number: GB850975203.
Registered office: Bank House, Southwick Square, Southwick, West Sussex, BN42 4FN
© Copyright 1999 - 2010 E-CRM Solutions. All rights reserved.