Why Telemarketing?
Telemarketing is a powerful person-to-person marketing medium.
With telemarketing you can make five to six TIMES more customer contacts
per day than is possible with face-to-face selling. Remember that ratio
— five to six TIMES more contacts!
Put another way, to achieve the same contact level you'd need an
average of five field sales reps for each telemarketing sales person.
In short, telemarketing can multiply your sales efficiency.
Success Tips
How can you make telemarketing work for you? Here are tips learned
from 10 years of real world, on-the-job telemarketing experience.
- Use an integrated approach. Telemarketing works best
with a two-step approach. Step One: Contact your prospect by
phone. Step Two: Mail follow-up letters to each qualified
prospect you contact by phone. Failure to integrate your
telemarketing with either preparatory mailings or simple follow-up
letters will result in lost sales. In fact, with non-customers
telemarketing alone will almost always fail!
- Build relationships. Don't confuse telemarketing
with telephone soliciting. Telephone soliciting is going for the "quick
sale". Telemarketing is far different. It involves the product (or
service)... and relationship building. The product is the EASY
sell. Building the relationship takes more time. Winning your
prospect's confidence — taking your prospect from "ignorance"
about your product or service to having your prospect make an
informed buying decision — seldom occurs with one or two
calls. Expect five... ten... even fifteen calls to complete the sales
cycle for each qualified prospect!
- Always use a script. The script is your map. It puts
you in control. Without it you lose control. Always use a script...
and always keep testing new ways to improve it.
- Build a database. Use contact management software.
It's an easy way of adding, changing, and updating all the notes you
have attached to all the people you contact. With the right contact
management software you can organize and simplify everything you
do... keeping up to date with what you've promised and what they've
promised. The result? You'll communicate with your customers with
unequaled speed and accuracy... enabling you to sell more in less
time.
- Reach key prospects early. Morning hours are usually
the best sales hours. Prospects are fresh... easier to reach... and not
bogged down by the day's projects.
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