Why Telemarketing Works?
~Personal contact... prospects tend to discard mailouts
~You can't wait for clients to come to you... in today's competitive market, you must seek them out.
~More cost-effective and flexible than printed advertising.
~Multiple products can be offered.
~Target qualified prospects
~You can't wait for clients to come to you... in today's competitive market, you must seek them out.
~More cost-effective and flexible than printed advertising.
~Multiple products can be offered.
~Target qualified prospects
The real reason why Telemarketing works for marketers
Apr 27, 2010
By Geoff Thomas, Managing Director, Integrity Business Connections.
What’s the real reason telemarketing, or appointment arranging, works? Here’s the intellectual reason. During the recession I’ve noticed some companies have been forced to find another angle to reach their audience and gain new business.
Direct marketing has been pushed down the list because of cost. Public relations has also been dropped as there was no guarantee that the business would see an instant Return on Investment (ROI).
So what marketing campaigns are worth pursuing?
Well, all of them, and none of them. We should all know by now that it depends on whom you’re talking to and what you want them to do. One size won’t fit all. There is one certainty though; building trust has got to be top of the list. We’re all so savvy of marketing campaigns these days.
The main objective of public relations being to get the brand, name or service noticed; whereas, telemarketing is a great way to get face-to-face meetings with key decision makers.
Yes, I did say the ‘T’ word! Everyone seems to shy away from it, but it’s been a very strong channel for marketing campaigns throughout the recession because the ROI can be closely tracked at every stage and clearly demonstrated: Did I get an appointment with them, yes or no?
Supporting telemarketing with PR is often advantageous as it can help to support the campaign and warm-up the prospects so they are more familiar with, and receptive to your messages.
Telemarketing allows you to strike up a conversation directly with the decision-maker and build a strong relationship with them. Engagement is critical. Just look at the phenomenal growth of Facebook and Twitter – that’s all of us connecting with each other.
This is a core attribute in the recession as building business relationships and trust has been one of the most important key factors to get an appointment and begin the first stages of securing long term and profitable business.
But if Facebook and Twitter are the soft end, the light touch of relationship building, you still need to get in front of your potential customer. Don’t get me wrong, I appreciate the importance of using social media, it’s your on-line, real-time CV and it’s one of those marketing campaigns that you should be pursuing.
But to turn your social media followers into real business you’ve got to sit down in front of them.
Telemarketing, especially when run in association with supporting PR, can be a highly cost effective method of kick starting new business development in a recession because securing every new customer starts with one important factor– a face-to-face appointment.
Intellectually correct. But what’s the real reason? A lot of people don’t like using the phone to make that ‘cold-call’. Emotionally that’s even more right isn’t it? I bet there are quite a few of you out there who just hate the idea of making that cold call to a new contact. Terrifying.
Men don’t seem to like using the phone as much because our brains are hardwired to respond more to visual clues. Studies show the emotion control centre of the brain, the amygdala, shows significantly higher levels of activation in males from visual stimuli than females viewing the same images.
It seems that men need all the clues from people’s faces and body language. Is it also a fear of failure in men compounded by the lack of visual clues that turn us away from the phone?
So, don’t think of it as telemarketing, think of it as appointment arranging without having to pick up the phone.
By Geoff Thomas, Managing Director, Integrity Business Connections.
What’s the real reason telemarketing, or appointment arranging, works? Here’s the intellectual reason. During the recession I’ve noticed some companies have been forced to find another angle to reach their audience and gain new business.
Direct marketing has been pushed down the list because of cost. Public relations has also been dropped as there was no guarantee that the business would see an instant Return on Investment (ROI).
So what marketing campaigns are worth pursuing?
Well, all of them, and none of them. We should all know by now that it depends on whom you’re talking to and what you want them to do. One size won’t fit all. There is one certainty though; building trust has got to be top of the list. We’re all so savvy of marketing campaigns these days.
The main objective of public relations being to get the brand, name or service noticed; whereas, telemarketing is a great way to get face-to-face meetings with key decision makers.
Yes, I did say the ‘T’ word! Everyone seems to shy away from it, but it’s been a very strong channel for marketing campaigns throughout the recession because the ROI can be closely tracked at every stage and clearly demonstrated: Did I get an appointment with them, yes or no?
Supporting telemarketing with PR is often advantageous as it can help to support the campaign and warm-up the prospects so they are more familiar with, and receptive to your messages.
Telemarketing allows you to strike up a conversation directly with the decision-maker and build a strong relationship with them. Engagement is critical. Just look at the phenomenal growth of Facebook and Twitter – that’s all of us connecting with each other.
This is a core attribute in the recession as building business relationships and trust has been one of the most important key factors to get an appointment and begin the first stages of securing long term and profitable business.
But if Facebook and Twitter are the soft end, the light touch of relationship building, you still need to get in front of your potential customer. Don’t get me wrong, I appreciate the importance of using social media, it’s your on-line, real-time CV and it’s one of those marketing campaigns that you should be pursuing.
But to turn your social media followers into real business you’ve got to sit down in front of them.
Telemarketing, especially when run in association with supporting PR, can be a highly cost effective method of kick starting new business development in a recession because securing every new customer starts with one important factor– a face-to-face appointment.
Intellectually correct. But what’s the real reason? A lot of people don’t like using the phone to make that ‘cold-call’. Emotionally that’s even more right isn’t it? I bet there are quite a few of you out there who just hate the idea of making that cold call to a new contact. Terrifying.
Men don’t seem to like using the phone as much because our brains are hardwired to respond more to visual clues. Studies show the emotion control centre of the brain, the amygdala, shows significantly higher levels of activation in males from visual stimuli than females viewing the same images.
It seems that men need all the clues from people’s faces and body language. Is it also a fear of failure in men compounded by the lack of visual clues that turn us away from the phone?
So, don’t think of it as telemarketing, think of it as appointment arranging without having to pick up the phone.