Telemarketing always has been, and will continue to be, an important route to market for businesses ranging from small enterprises to large corporations. Different companies use telemarketing for different reasons, some use it to make direct sales over the phone whereas others use it to make appointments with prospective companies\nhttp://www.amvoc.co.uk/telemarketing-telesales/lead-generation.aspx
Telemarketing always has been, and will continue to be, an important route to market for businesses
ranging from small enterprises to large corporations. Different companies use telemarketing for
different reasons, some use it to make direct sales over the phone whereas others use it to make
appointments with prospective companies, but, ultimately, all businesses have the goal of producing
a return for their investment in the service.
Telemarketers only get about 30 seconds in which to engage the target prospect and for the
prospect to make a decision about whether or not they are willing to give the caller a few more
minutes of their time. The key to a successful telemarketing camping is using experienced
telemarketers that have the requisite background industry knowledge. An engaging benefit
statement is more likely to result in a successful call that concludes in a positive response or even a
Some businesses cannot close a sale on the first call for various reasons. If the average order value is
in the high thousands and the product or service being marketed means making internal changes in
the prospect company, it will sometimes take a few phone calls or meetings in order to get the sale.
The advantage of using telemarketing in this type of situation is that the caller can engage the client,
build a strong relationship with them and keep the lead warm until the business being targeted is
ready to close the deal. Making one phone call, not getting the sale on the first call and then
neglecting the lead and moving onto the next potential prospect is not the way to go about building
a healthy pipeline and developing new business relationships. Having a telemarketing team in place
will mean that a healthy pipeline of prospects is being built constantly and that any warm leads are
nurtured until they turn into a sale or a meeting.
Some telemarketing campaigns produce instant results as opposed to others that really are long
term, “slow burn” pipeline building exercises. Some businesses use B2B telemarketing for lead
generation which involves the caller finding potential leads; these leads do not necessarily have to
be sales or even meetings, sometimes these leads are just people who have expressed interest in
the product or service being offered. Other businesses prefer to use telemarketing to close leads and
have appointments set for their sales team. Telemarketing has a multitude of uses and can fit into
the marketing mix in whichever way works best for a business.
The problem most businesses find, however, is that they do not have the time to phone hundreds of
prospects on a daily basis as well as maintaining a relationship with any potential customers that
have been encountered throughout the campaign. For this reason, and because setting up an
internal telemarketing team is extremely costly in terms of finances and time, many businesses
prefer to outsource their telemarketing to partner lead generation companies.