Telemarketing, marketing in which salespeople call potential customers by phone, is the second most common direct marketing method in the United States. However, cold calling is often not appreciated by the people being called, which is why “Do Not Call” lists have been created in various areas.
The advantages and disadvantages of telemarketing
Although cold calling is not popular with consumers, it is still very popular with marketers, why?
Well, first of all, telemarketing is a form of direct marketing that is not only trackable in terms of positive response, but it also gives you immediate feedback – people will react positively or negatively when you call them and you don’t need to wait to get your feedback. reactions.
The downside is that telemarketing, and cold calling in particular, has a bad reputation with consumers who often associate it with scams and illegal pyramid schemes. This means that people are often predisposed to give a negative response when contacted by phone.
How to use telemarketing effectively
If you’re going to use telemarketing to promote your business or products, it’s important to do it right if you want the best results.
An excellent method when it comes to telemarketing is to do it in at least two calls: the first call to assess the prospects’ needs and how your product could help meet these needs (but no sales), and then the second or subsequent call to actually sell the product based on consumer needs.
You should also carefully consider where you get your telemarketing leads from. Try to get as specific a list as possible and not just every name in the phone book. The more specific you can get with your lists, the better the response.
Telemarketing is a form of marketing that can give you immediate responses, whether positive or negative. Unfortunately, many people are already predisposed to give negative responses to cold calls, so it’s important to do your telemarketing the right way to get as many positive responses as possible.