subject: Facing The Telemarketing Challenge Of Dominant Logic [print this page] Telemarketing firms do have what it takes to dominate their markets. The problem here is that current markets have all become saturated with the service of telemarketers. That is why it is necessary to expand and look for other markets to serve. Still, there is a challenge for this. The challenge here is that telemarketing firms may have a hard time penetrating emerging markets. What strategies that may have worked in the past may not work now with the intended market. This is the common error made by companies bound by the dictates of dominant logic. In this case, it becomes even more important to change your mindset and figure out a working business solution.
But how does one do it? Vijay Govindarajan, a contributor in Harvard Business Review, provided some insights that can help guide the industry. It may actually help those trying to set up local telemarketing services in another country.
For the owners of telemarketing firms in the home country:
1. They must rethink the future of the company. The business owners must make it a point to say that the current market and clients will not be able to sustain productivity. There will be a need to expand to other markets. Always stress the point during meetings.
2. Put more focus on research. The local market, especially the target emerging ones, may have needs and desires that run differently from what past clients and markets demand from telemarketers. It may take some time to identify these, but it is worth the effort.
3. Get down and dirty. Basically, if you have an idea on how the emerging market works, then you can figure out a better business solution. Try going to the market personally, gauging the trends there, so that you will know who and what to look for in your telemarketing plans.
There are also a few good tips in managing the local growth teams:
1. Set up radical goals. But not that radical, it should be just enough to create a challenge or constraint for the tem. In this case, it can compel the local team to come up with novel, even innovative, solutions in reaching these goals.
2. Make all resources available. If you want your local team of telemarketers to succeed, then they must also have access to the same information and solutions network that your home team is using. Not only will this make them more effective in their campaigns, this can also give them a clearer picture of what the mother company is all about.
3. Arbitrate conflicts between the home team and the local team. If there are instances that the home team is trying to usurp the local team when it comes to managing goals, then that is the time for you to intervene. Show your support for the local group. Not only will this bolster their confidence, it will develop in them a respect for you. They will not want to let you down.
These are just some of the things that you can do to mitigate the negative effects of dominant logic.
