How To Make Telemarketing A Success Again?

Telemarketing has received flak lately, making lots of businesspersons believe that telemarketing calls are more trouble than they are worth

. However, the fact is that telemarketing calls not only work but work well, but only if they are considered and structured sensibly. Marketing campaigns deliver expected results only when they promise some value to a buyer. This should be the objective of telemarketing calls too.

Today's consumers are barraged with advertisements and marketing content since the day they were born. They are hardheaded and smart enough to not be bowled over by sales pitches. They want real value in propositions and this is where superior telemarketing can bring their attention to it. Each call made to a customer has a defined point and is designed to corroborate the proposal during the conversation.

Improving telemarketing quality is necessary to its longevity

Telemarketing is often described as an intrusive and unprincipled means of selling products. Current industry data from US and Canada are an unmistakable sign that telemarketing is going downhill. Lengthening Do-Not-Call lists show the growing cynicism towards telemarketing calls. As of April 2010, there are more than 2 million numbers registered in the Do-Not-Call state list of Wisconsin alone, and almost half of it are mobile phone numbers. The nationwide Do-Not-Call list has more than 180 million registrations.

Recently, the Federal Trade Commission (FTC) has shut down a telemarketing business run by an East Pittsburgh company and penalized it for almost $5 million as compensation to consumers. Talbots Inc. and its California marketing partner will have to shell out $161,000 in penalties to resolve allegations that they infringed federal telemarketing regulations related to 3.4 million robocalls (automated sale pitches) made to customers in the past year. The steep rise in telemarketing calls aimed at people affected by the recession and robocalls violating federal telemarketing laws in 2009 prompted the FTC to impose more curbs.

Redefine the goals of telemarketing

The reason why numerous telemarketing services have gone downhill is because of the importance given to numbers. Quantitative goals have become such a critical part of measuring performance that the customer's interests get sidelined. Calls are not made with a planned objective in mind; a sale pitch is made way too early; there is no documentation to substantiate the offer; and follow through is very slack.

If telemarketing services are to thrive in the advertising industry, fundamental adjustments are required. The results of telemarketing calls can be improved by:* Understanding the aim of a call: Management should develop a work outline for their telemarketers by defining an objective for each call - setting a meeting with decision makers, assessing the consumer's needs, getting consent to send a proposal, etc.* Not pitching a sale in the first contact: The initial telemarketing call should only acquaint the customer with your brand name and build a relationship by focusing on their requirements instead of your products. Rushing into a sales pitch raises suspicion and restricts further communication.* Having online and printed information ready: If the customer asks for further information, you should take that as a positive indication. Provide the address of the business website or send a brochure through email or post.* Always following up promptly: Opportune follow up proves your commitment to the consumer, and gives you the opportunity to convince the customer better.If customers get pertinent telemarketing calls that are in sync with their requirements, they will not want to register on Do-Not-Call lists. Telemarketing services can regain trust by directing staff towards being customer centric rather than reaching targets at any cost.by: Daljeet Sidhu.

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