Most people mistakenly believe that using telemarketers is limited in use to cold calling sales activities. But telemarketing can turn be used to turn many opportunities into business, there a literally hundreds of ways to do this but these are our Top 10 ways to use telemarketing.
ONE: Appointment Setting
Appointment setting is, always has, and always will be, a primary way that companies generate new business. Organisations usually place a great deal of emphasis on appointment setting, and also a significant proportion of their budget. Why do they do this? Because there’s no more effective way to close a sale than a chance to sit down with a prospective client in a face-to-face meeting. Appointment setting is a cost effective and intelligent use of telemarketers to generate new business for your organisation.
TWO: Seminar Booking
In recent years, telemarketing has proven itself to bring exceptional results for those individuals and organisations that deliver seminars. It doesn’t matter how good your seminar is; if delegates aren’t booking you’re losing out. Using a telemarketing team to book your seminars means getting the good news out to people that could greatly benefit from attending your seminars.
Working from existing mailing lists or cold calling people with industry links to the seminar subject or topic is a great way to put a telemarketing team to work for your seminars.
THREE: The Follow Up
Using follow up calls is a powerful and effective way to make the most of your direct mail or email marketing. The recipient has already had the opportunity to consider your offer by mail and now telemarketing offers a renewed chance to capitalise on that offer for both parties.
Follow Up calls can also be made after literature or sales enquiries, chasing up interested parties and converting prospects that may have otherwise dithered undecidedly about purchasing your goods or services from a brochure. Follow up interest by using a dedicated telemarketing team to convert interest into action.
FOUR: Market Research
One of the truly time-tested uses of telemarketing is market research, often used for product review and customer feedback. However, these days it can be used to cover a full range of quantitative and qualitative data collection.
Using the latest integrated technology, telemarketing interviewers can handle everything from small executive level surveying to mass nationwide customer feedback questioning. Doing Market Research via the telephone is a highly cost effective method of conducting large-scale market research and can cover vast geographical locations from a single base. Of course, given the right permissions, data gleaned from your market research telemarketing can be used to target the prospects for your next telemarketing campaign.
FIVE: Customer Reactivation
Your organisation should keep a record of all current customers and all those people that were customers but are not actively buying from you. Telemarketing is an effective way to reconnect with and reactivate your dormant customer database and using data that you already have in your systems. By using telemarketing, your company can win you up to 50% of your past customers back!
Outstanding invoices and missed payments can really cripple a business and hinder a company’s progress and development. If you’re struggling to recoup outstanding sums, then telemarketing can be an effective method of collecting what’s owed to your company. Working from a list of your debtors, a tele-collections team can identify individuals or companies that owe your organisation money and ensure that you have the correct contact details for them. If you then wish to take a payment, these can be handled through an automated system or passed through to your own payment teams.
SEVEN: Selling Advertising Space
When you’ve got space to sell, you can’t rely on people just coming to you. You need a team of dedicated telemarketers that can directly sell your space to the people that need to advertise. This isn’t simply cold calling; it’s designing a campaign to target those businesses and individuals that might benefit most from the opportunity to use your advertising space. A team of experienced telemarketers can target likely clients and more effectively approach hundreds of potential clients, rapidly improving your chances of new business generation.
EIGHT: Database Cleansing
The information in your database is quickly out of date. By using telemarketers to work through your data, you can correct, delete or amend the details of your existing customers, leads or prospects. By making sure that your data is up to date and accurate, you can increase the rate at which your sales staff can make sales. Data cleansing may also be a legal requirement in various industry sectors, so it also keeps your nose clean with industry’s regulators. Make your existing data work for you by purging useless existing data.
NINE: Lead Generation
Using telemarketers to generate leads means increased sales revenue and greatly reduces the amount it costs to make a sale. When you use telemarketers to generate your leads, you free up your sales teams to do what their good at – which is making sales!
TEN: Selling to Existing Customers
Last, but certainly not least, telemarketing provides a successful route to improving sales by selling directly to those that are already using your products or services. Existing customers are much more easily converted because you don’t need to convince them of your expertise, reputation or benefits.
With an existing customer, you can use telemarketing to offer extended service, upgrades and further features on something they’ve already bought, or offer them a completely new product or service. If the existing customer is happy with what they bought from you in the past, the worst that can happen is that they will simply reject your new offer. But since they were willing to listen in the first place, it wasn’t a hardship and you can still call them again in the future with new offers.
Telemarketing offers organisations of all sizes the opportunity to expand and develop their customer base with reduce costs and impressive results.
Not a particularly cheery headline for a business startup blog, but it's an interesting observation which we can all learn from.
Richard Reed is co-founder of Innocent Drinks, a very successful business which brings fresh, tasty smoothies (and food products as it turns out) to a health conscious market in the UK, and now further afield. I interviewed Richard yesterday for yourBusinessChannel's latest series on business startups.
It was a refreshingly straight-forward interview. No business jargon. No pretence. No corporate positioning. I asked pretty straight-forward questions, and Richard gave pretty straight-forward answers. You see, one of the things that has clearly driven the success of Innocent Drinks is that they are honest and uncomplicated in the way that they talk about their business. They call it "innocent" language. And the language reflects their way of doing business - which is also said to be "innocent" in all respects.
Anyway, we spoke at some length about starting up a business, having great business ideas and such like. And during this refreshingly honest conversation, Richard said that when you have refined your entrepreneurial idea - the idea which will be the driving force behind your new startup business - be prepared for hundreds of people to tell you your idea isn't going to work. That's right. They're going to try to dissuade you.
Richard's advice? Be ready for people to try to shoot your idea down, but if you truly believe in it, don't listen to them. Keep going, and make your idea come to life.
Oh, and for anyone who feels a bit squeemish about Coke buying into Innocent, I asked Richard about that and got a very interesting reply, which we'll publish soon.
Whether it is spring, summer, autumn or winter, when did you last take a look at your website and see it from your customer/clients’ point of view? I’m just as guilty as the next person when it comes to neglecting my website, but with the search engines lurving new content you can’t afford to ignore it. Sit down, make yourself a cuppa, then spend just five minutes with my top tips and spring clean your website:
A bad online impression of your company could mean more business for your competitors – don’t hand them your (potential) customers.
Trust and credibility are big, big issues on the web. There are millions of websites out there, and not all of them are reputable. We web users are a suspicious bunch. How can your new start up website win our confidence?
Here are 10 ideas: