<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=290086984736480&amp;ev=PageView&amp;noscript=1">
word-map-thumb

The Alternative Board Blog

Outbound Marketing Isn’t Dead: Telemarketing, Believe It Or Not

Apr. 25, 2014 | Posted by The Alternative Board Worldwide
Vector icons set call center avatars in a flat style

Telemarketing is probably the least loved outbound marketing activity amongst both business owners and consumers. Most business owners balk at the idea of telemarketing—it just seems so outdated. True, the days of being interrupted by a sales call during your family dinner are largely done, and I think we can all agree that this is a good thing. However, telemarketing is still a viable outbound marketing tactic for many brands, especially for B2B marketing.

Oftentimes, telemarketing is used for appointment setting, rather than direct sales as in days of old. You can either do your own cold calling, delegate it to an employee, or outsource the activity to a professional telemarketing firm. It is a great idea to coordinate your telemarketing activities with a direct mail campaign to help “warm up” the cold calls and increase brand recall.

Telemarketing Best Practices:

  1. Target your list. Just like any marketing tactic, the more target you become in your audience and messaging, the greater your success ratio it going to be. Think about targeting your list by geographic location, business type, business size, and so on. What other demographics does your business consider important to qualify prospects?
  2. Standardize your script. Have a standard script or detailed outline create whether you are doing telemarketing internally or outsourcing it. You can change the script to test which messages produce higher conversions, but by standardizing the script you are able to test messaging logically. You should also have a script ready for leaving voicemail.
  3. Keep it positive. Have a smile on your face and enthusiasm in your voice. Your positive personality will translate through, increasing the probability of engaging in a positive conversation with the person on the other end.
  4. Track it. Telemarketing is definitely a numbers game, so take a bit of time to determine how many prospects you realistically need to generate one sale. To accomplish this, track how many appointments your sales team needs to generate one sale. Then determine how many calls were made to create that number of appointments. From there you can determine how many leads were needed to complete that number of calls (taking into consideration that one prospect may have been called more than once before reaching them). This may take a bit of time and practice to determine your metrics, but as you develop your telemarketing campaigns, you will gain a better understanding of the number of prospects will convert into sales.

Though this unloved outbound marketing activity seems archaic, consider integrating it into your other marketing activities and track the results. Though telemarketing is far more popular among business-to-business brands, it is also still quite popular with consumer products. Telemarketing firms often specialize in either B2B or B2C calling, so do your research and be prepared to discuss your specific needs.

How do you feel about telemarketing for your business? What advice would you give to other business owners considering using telemarketing as a communication channel in their outbound marketing campaigns?

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board Worldwide

Related posts

A Guide to Marketing Your Specialized Business

May. 29, 2018 | Posted by The Alternative Board Worldwide
  Specialized businesses have their own marketing opportunities and challenges. Also known as niche marketing, the focus is on connecting with a specific, targeted audience and communicating the...

Is “Emotional Marketing” the Best Way to Connect with Customers?

Apr. 24, 2018 | Posted by The Alternative Board Worldwide
According to the Small Business Association, “All humans feel four basic emotions: happy, sad, afraid/surprised, and angry/disgusted.” Of course, no business wants to spur feelings of disgust or...

5 Tips for Monitoring Your Competitor’s Marketing Strategy

Apr. 23, 2018 | Posted by The Alternative Board Worldwide
 No matter how unique their product or service, every business has a competitor (or more than one). This is probably a good thing because it means no CEO or business owner can become complacent or...

5 Tips for Leveraging Social Media to Boost Your Sales

Apr. 9, 2018 | Posted by The Alternative Board Worldwide
Like virtually everything else in business, sales activities have been forever altered in the digital era. Use of mobile technology, for example, has dramatically enhanced the ability of sales teams...

Top 6 Sales Pitch Mistakes Your Team Can't Afford to Make

Apr. 9, 2018 | Posted by The Alternative Board Worldwide
It was once considered acceptable to use a “one-size-fits-all” sales pitch with prospects, regardless of their business or industry. Like so much else in today’s marketplace, that sales practice is...

What Technology Is Best for Driving Growth?

Apr. 9, 2018 | Posted by The Alternative Board Worldwide
 Advances in technology have significantly leveled the playing field for small and mid-sized businesses. They now have access to much of the same technological resources previously available only to...

Use Technology to Enhance Your Employee Communications Efforts

Mar. 5, 2018 | Posted by The Alternative Board Worldwide
If improving communications with your employees was on your 2018 list of resolutions, there are many ways to leverage digital technology to achieve this goal. Businesses that still rely on a...

Common Communication Barriers and How to Overcome Them

Feb. 27, 2018 | Posted by The Alternative Board Worldwide
How well do you communicate with your executive team and with employees in your company? If the honest answer is, “Just OK,” there may be some communications barriers causing a disconnect between...

5 Tips for Improved Customer Communications

Feb. 20, 2018 | Posted by The Alternative Board Worldwide
When it comes to operating a successful business, nothing’s more important than communicating effectively with your customers. Adopting the wrong tone in your marketing or sales messages, neglecting...

Tips to be a Better Public Speaker

Feb. 13, 2018 | Posted by The Alternative Board Worldwide
  In addition to countless other responsibilities, many CEOs and business owners serve as the face of their brand. There may be no better opportunity to fulfill this exacting duty than by appearing...