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Welcome to Direct Marketing

Welcome to Direct Marketing. TELEMARKETING / TELESERVICES Chapter 14. Telemarketing/ Teleservices. Changing Landscape Do Not Call Registry In the past most calls were made for the purpose of taking an order. Now a call to develop a relationship is just as important. Internet

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Welcome to Direct Marketing

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  1. Welcome to Direct Marketing TELEMARKETING / TELESERVICES Chapter 14

  2. Telemarketing/Teleservices • Changing Landscape • Do Not Call Registry • In the past most calls were made for the purpose of taking an order. Now a call to develop a relationship is just as important. • Internet • Customer support • Emails • Live help • Voice Over Internet Protocol

  3. Telemarketing /Teleservices INBOUND • Area most profoundly impacted by internet • Catalog, an infomercial, direct mail, email, blogs, Web sites, or a print ad. • Add-on sale • Domestic or International • Dealer locator programs

  4. Telemarketing /Teleservices OUTBOUND • B2B calling is the fastest growing segment • Forgo “land lines” • VOIP

  5. Telemarketing /Teleservices HIRING • Three attributes • Verbal communication skills • Ability to read a script or call guide with enthusiasm • Willingness to overcome objections • Domestic or International • Test • Outbound and Inbound skills are different

  6. Telemarketing / Teleservices • Lead-generation calls let companies prospect by phone and deploy salespeople in following up on “hot” leads • Care should be given to manage the lead flow, because a good telephone lead-generation program may produce more leads than the sales force can handle in a timely fashion

  7. Telemarketing / Teleservices • A successful outbound program depends upon four basic elements: • List or Target Audience • Offer Being Communicated • Telephone Sales Representative • Script or Message to be Communicated • The list is the most important of these elements: a well-targeted list can compensate if any of the other elements are weak

  8. Telemarketing / Teleservices • Outbound business-to-business calling involves account management rather than direct sales. • These calls seek to develop a rapport with the decision-maker and periodically make calls where no sale is attempted.

  9. Telemarketing / Teleservices • Outbound calls generally use a call guide to develop a genuine rapport and initiate a conversation with a prospect. • In regulated industries, verbatim scripts are used because creative material has to be approved both by the client’s legal staff as well as government offices.

  10. Telemarketing / Teleservices • Two sets of numbers are key to estimating telemarketing costs: • cost per call for handling inbound calls from business firms and consumers, and • cost per decision-maker contact in making outbound calls to business firms and consumers. • Outbound calls are usually of longer duration, and often require more experienced, higher-paid personnel.

  11. Telemarketing / Teleservices • All marketers must maintain “do not call” lists of customers who ask not to receive phone calls • Most consumer marketers have the added burden of purging their prospect files against state and federal DNC Registries

  12. Telemarketing / Teleservices • Compliance with state and federal “Telephone Sales Rules” is mandatory for all organizations using telemarketing • Regulators don’t hesitate to levy large fines for abuses

  13. KEY POINTS • Lead generation calls let companies prospect by phone and deploy salespeople in following up on “hot leads. • However, care should be given to manage the lead flow, because a good telephone lead-generation program may produce more leads than the sales force can handle in a timely fashion.

  14. Key Points • A successful outbound program depends upon four basic elements: list or target audience, offer being communicated, telephone sales representative, and script or message to be communicated. • Of these four, the list is the most important.

  15. Key Points • Outbound business-to-business calling involves account management rather than direct sales. • These calls seek to develop a rapport with the decision maker and periodically make calls where no sale is attempted.

  16. Key Points • Outbound calls generally use a call guide to develop a genuine rapport and initiate a conversation with a prospect. • In regulated industries, verbatim scripts are used because creative material has to be approved both by the client’s legal staff as well as government offices.

  17. Key Points • Two sets of numbers are key to estimating telemarketing cost: • cost per call for handling inbound calls from business firms and consumers, and • cost per decision-maker contact in making outbound calls to business firms and consumers. • Outbound calls are usually of longer duration and often require more experienced, higher-paid personnel.

  18. Key Points • Compliance with state and federal “Telephone Sales Rules” is mandatory for all organizations using telemarketing. • Regulators don’t hesitate to levy large fines for abuses.

  19. Key Points • All marketers must maintain “Do Not Call” lists of customers who ask not to receive phone calls. • Most consumer marketers have the added burden of purging their prospect files against state and federal DNC registries.

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