A Guide to Telemarketing - By: Kathryn Dawson

Telemarketing is very simply put, the marketing and sales of goods, products and services over the phone. When phone calls are made to existing customers for the purpose of offering new products or made to prospective new customers, this is known as telemarketing. It is a very powerful way to generate new leads for a company and promote new products which is why it is something carried out by companies and businesses all over the world. There are many benefits and advantages of telemarketing.

One of the main reasons telemarketing is so powerful is because the one thing that is never ignored in the world is the phone ringing. Post coming through the door is often ignored. Emails go unread, billboards and adverts in newspapers go unnoticed. Not so with the phone. If the phone is ringing it will be answered and this direct engagement with an existing or prospective customer is a marketeer's dream. A conversation is very valuable in the world of sales and marketing. It enables the salient features of the product or service to be explained and gives the customer the chance to ask questions and have them answered straight away. Sales can be made in an instant.

Telemarketing also offers flexibility. The sales script can be constantly adapted and changed once it is clear alterations are needed and the client database can be edited continuously without having to leave the office. Telemarketing can be done every day of the year throughout the day and night in line with different time zones of course. Very large volumes of potential new customers can be reached in any 24 hour period. This cannot be said for door to door sales which takes much longer and involves a far more laborious process. Selling face to face is also more expensive for the company marketing the product. Telemarketing is a cost effective solution. Clients and customers are reached at just the touch of the button.

There is no doubt that telemarketing is a fast paced way to offer products and sell services. Phone calls are short and conversations are rapid which also helps reach more customers in a day. The results are monitored constantly so comparisons can be made with previous campaigns or other forms of advertising. This helps companies learn what forms of advertising and marketing work best for them to ensure they don't waste money following avenues that are ineffective and costly.

In order for businesses to do well, it is important that they establish a personal relationship with each and every customer. Telemarketing can help them do just that. Two way conversations between customer and company is a very effective way to get a brand message across or provide good customer service. It is important that customers feel valued and important and nothing creates this impression more than phone calls.

Although the two terms are often used interchangeable, telemarketing is not the same as telesales. Telemarketing is focused more on promoting a brand or service rather than direct sales. It is a marketing method that works well for gaining leads and opportunities whereas telesales is focused on closing the deal. Telesales also work effectively for businesses looking for additional revenue.

Telemarketing is recognised by businesses around the world as an effective and valuable way to promote services or products. The direct marketing approach allows the customer to have their questions answered and enables the telemarketer to explain the important features and points about the product. Marketing face to face can be time consuming and when examined closely does not necessarily create the high returns that telemarketing does. Adverts in newspapers and magazines are often ignored by consumers who can become slightly "blinded" by all the advertising material directed at them. For sales lead generation and partner marketing, telemarketing works superbly.

About the Author

Kathryn Dawson writes articles for Connection2, a marketing and sales lead generation that will enable you to fill your sales pipeline with new leads from successful marketing campaigns in the technology marketplaces, offering telemarketing, sales lead generation and partner marketing services.

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