Telemarketing - What Would Make It A Success Again?

Telemarketing has been heavily criticized lately, leading to the belief that telemarketing calls are more trouble than they are worth. However, the truth is that telemarketing calls do work, but only for companies that make the effort to get them right. Marketing campaigns are successful only when they promise some value to a client. And that's what telemarketing should be focused on too.

The current generation is bombarded with advertisements and promotional content since the day they were born. They are hardheaded and intelligent enough to not be bowled over by sales pitches. They look for genuine value in propositions and this is where superior telemarketing can draw their attention to it. Each call made to a customer has a specific purpose and is planned to corroborate the proposal during the conversation.

Improving telemarketing quality is needed to its longevity

Telemarketing is often perceived as an intrusive and unethical means of marketing. Recent industry statistics from US and Canada are an obvious warning that telemarketing is not going the way it should. The daily additions to Do-Not-Call registries is indicative of the misgivings towards telemarketing calls. As of April 2010, more than 2 million people registered in the Do-Not-Call state list of Wisconsin alone, of which 44% are cellular phone numbers. The nationwide Do-Not-Call list has an astounding 180 million registrations.

In recent news, the Federal Trade Commission (FTC) has shuttered a telemarketing operation working for an East Pittsburgh company and penalized it for almost $5 million as compensation to customers. Talbots Inc. and its California marketing partner will have to shell out a compensation of $161,000 to resolve allegations that they violated federal telemarketing regulations related to 3.4 million automated sale calls made to consumers last year. In fact, the high volume of telemarketing calls aimed at recession hit consumers and robocalls violating federal telemarketing laws in 2009 prompted the FTC to impose more curbs.

Outline the goals of telemarketing

The reason why scores of telemarketing services have gone downhill is because of the focus on statistics. Statistical objectives have become such a critical part of measuring performance that the consumer's interests become less important. Calls are started without a planned purpose in mind; a sale pitch is made too soon; there is no documentation to substantiate the offer; and there is shockingly little follow up.

If telemarketing services are to thrive in the marketing industry, elementary adjustments are required. Telemarketing conversion rates can be enhanced by:

* Considering the aim of a call: Service providers should develop a framework for its telemarketing staff by defining a goal for each call - setting a meeting with top executives, assessing the consumer's requirements, getting consent to send a quote, etc.

* Not selling in the first call: The initial telemarketing call is meant to acquaint the customer with your brand and build a relationship by giving attention to their needs instead of your products. Rushing into a sales pitch leads to doubt and closes the door to further communication.

* Having printed and online information ready: If the consumer asks for further information, it's a good sign. Provide a web address or post or email a brochure or other marketing content.

* Always following up promptly: Opportune follow up shows your seriousness to the consumer, and helps you to take the process forward.

If clients get relevant telemarketing calls that are in sync with their needs, they won't have 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.