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Is there a place for Telemarketing in todays marketplace?

Is there a place for Telemarketing in today’s marketplace?

Like most businesses today you probably rely heavily on online marketing to attract, win and retain new customers.

To encourage new customers to “reach-in” to your business, you’ll have a website, which presents your products, services and unique selling points. You’ll also use online activities, such as search engine optimisation, pay-per-click, blogs and social media, to drive new customers to your website and encourage them to make an enquiry or leave their contact details for you to follow-up.

Then, with all this in place, you’ll more than likely play the waiting game. The problem is it can be a long wait for customer enquiries, when every other business is playing exactly the same game.

Relying solely on inbound marketing, in this way, has 2 major weaknesses.

Lost traffic

The first big area of weakness is lost traffic. There will be many people coming to your website today as a result of your online marketing, word of mouth or direct marketing who are not ready to do business and so just leave.

Well, what if there was a way to identify these people, using some online tools to capture their information, and then to use Consultative Telemarketing to make direct contact with them, so when they are ready to buy you were there ready to help them?

Lost leads

Most businesses are great at closing ‘hot’ leads, the potential customers who are ready to buy today. The problem is that majority of leads created by online marketing will not be this ‘hot’. The majority of your leads will not quite be ready to buy today.

Before doing business with you, most customers want to understand you and want to be understood. They want to have interactions with you before they’re ready to do business. In fact, it takes, on average, seven contacts before prospective customers are ready to do business with you.

Unfortunately, and for many reasons, most businesses stop their follow-up after 2 or 3 contacts. Which means that, even though you have expended some effort, the majority of your leads are likely to go and do business with a competitor, or just forget about their need altogether and never do business with anybody.

Well, what if you could identify visitors to your website and then use Consultative Telemarketing to make the necessary contacts and nurture leads until they become hot? You would then have a system that would take more of your leads all the way through the finish line!

That’s the power of Consultative Telemarketing! Used with some readily available online tools, it can reduce lost traffic and reduce lost leads. With a few simple steps, you can use Consultative Telemarketing to strengthen marketing strategy and increase new sales.

But is Consultative Telemarketing really the way to go?

Consultative Telemarketing is a relevant tool for your business, particularly if you sell high-value products and services to other businesses. It can be an easy and effective way to increase your profits and promote your product or service. However, it’s best not to approach it with rose-tinted glasses. While it has many advantages, it also has some disadvantages that you should also consider.

Benefits of using Consultative Telemarketing

The main benefit of using telemarketing to promote your business, particularly to other businesses, is that it enables you to get much closer to your potential customers than online marketing alone would allow.

You can use Consultative Telemarketing to build initial relationships with potential customers and immediately gauge their level of interest in your product or service. It then allows you to generate “high-value” really ‘hot’ sales opportunities with customers, at a time when they are ready to buy and therefore, more likely to convert to real sales. Additionally, it allows you to:

  • provide a more interactive and engaging sales process for customers
  • create a great first impression and build immediate rapport with new customers
  • pre-empt and overcome potential obstacles to making sales to new customers
  • generate ‘high-quality’ and ‘high-value’ leads and appointments
  • increase your reach and sales territory without increasing your sales team
  • sell to both existing and new customers
  • concentrate your sales team on activities that will have the greatest return for your business, i.e. meeting new customers and making new sales
  • calculate the return on investment with an average cost of £420 for each “high-quality/high-value” lead and a likelihood that 25% of these leads will result in new sales
  • achieve measurable results that will guarantee success as you define it.


Disadvantages of telemarketing

There can be some disadvantages to using telemarketing. In particular, you need to consider that:

  • telemarketing, that is not “consultative”, can be resented - particularly when dealing with business decision makers who receive many sales calls each day
  • business-to-consumer telemarketing has a bad name, particularly where consumers are bombarded and when calls are made in the evenings...the reputation is such in the business to consumer arena that I would not recommend it
  • customer target lists may not always be clean, up-to-date and checked for “opt-out” against the Telephone Preference Service - this leaves you with a lot of leg work and a potential risk of breaking the law
  • if the people you charge to carry out your telemarketing are not well-trained, highly-skilled and motivated, telemarketing can create a negative image that could damage your business' reputation
  • telemarketing has the potential to replace an expensive sales team or part of it and this could lead to negative feelings among employees
  • training staff to be competent and motivated telemarketers can be time-consuming and costly
  • you may need to devote some precious in-house time and resources to prepare scripts and setup the monitoring and reporting side of your telemarketing programme.


So there you have it, if you can mitigate the disadvantages and focus on deploying “Consultative Telemarketing”, it can significantly increase sales success and impact the bottom line.

If you would like to find out more about online marketing tools, Consultative Telemarketing or would like help to calculate the likely return on investment from Consultative Telemarketing, please give me a call or drop me a line.

Phil Gower

Performance Development and Training Limited – Marketing and Sales Performance Experts

01249 758425