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Telemarketing – the most powerful marketing tool

Updated on May 23, 2016

Telemarketing is the ultimate marketing tool that involves connecting with customers over the telephone. This modern marketing strategy allows us to answer prospective customers questions, address their concerns and overcome their objections.

Telemarketing is the most interactive marketing medium which allows us to adjust our strategy midstream and make any changes at any time necessary to increase results. This significant marketing strategy involves company calls to individuals at home to pitch them products, business-to-business sales, event promotion, political campaigning, and lead generation for more sophisticated sales procedures.

Telemarketing can be used to promote a particular event to a specific demographic to reach potential participants. It can be extensively used in political campaign to raise funds and convince people to vote for the party.

An organization interested in using telemarketing should conduct market research to know about its target demographic, their buying habits and the products they value the most. Many organizations write scripts for telemarketing calls that telemarketers memorize and recite during calls. Some organizations set goals for telemarketers and allow them to conduct more natural conversations with prospective customers to achieve those goals.

There are two types of telemarketing – inbound telemarketing and outbound telemarketing. Inbound telemarketing consists of handling incoming telephone calls. In this telemarketing telemarketers usually need not train up much because customers are showing their interests by calling in. Inbound telemarketing is perfect for order taking, customer service, taking credit card orders, dealer location service, voice mail service, reservation desk, after hours/overflow calls, seminar registration, any type of answering service, inquiry service and direct immediate response to print ads and virtually any form of advertisement.

Outbound telemarketing can be aimed directly at the end consumer. Telemarketers working on this marketing require more training. Outbound telemarketing is perfect for appointment setting, database update, lead generation, surveys, market research, list cleaning, fund raising, seminar registration, phone sales and client reactivation.

The main advantages of telemarketing is that it helps us to immediately understand our customer’s level of interest in our product or service. It allows us to provide more interactive and personal sales service, create an immediate relationship with customers, explain technical issues more clearly, generate leads and appointments, sell from a distance to increase sales territory, reach more customers than with in-person sales calls, sell to both existing and new customers, achieve results that are measurable.

Though telemarketing has many advantages, it has also some disadvantages. Telemarketing has a negative image that could damage business reputation if carried out poorly. It has the potential to replace a sales team which could lead negative feeling among employees. In telemarketing customers reactions are not always friendly. Some customers find the unwanted calls annoying. Often the customer lists used in telemarketing do not result in a high number of actual sales because they may not be up to date though they are costly to purchase.

In this modern era, telemarketing is one of the most powerful marketing tool which is quite profitable for many organizations, especially for many small businesses as it enables them to expand their business.


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