Telemarketing

What is telemarketing?

Telemarketing is a type of direct marketing that It consists of the use of the telephone means to connect with a target audience, in order to increase the sales of a company.

The use of telemarketing is usually done with potential customers, whose data is obtained through previous records made by the company, such as your purchase history, online subscriptions, contests, among others.

In addition, databases are usually sold to companies, with telephone records of potential clients.

Telemarketing functions

Among the functions that telemarketing fulfills, we can highlight the following:

• It is a marketing tactic to get customers and introduce new products.
• It serves for advise clients of a company.
• Works like direct link between the client and the company.
• It's a method of advertising a product or service.
• It is used for the clients know the promotions that owns a company.

Types of telemarketing

Telemarketing can be classified according to its origin, structure or realization.

According to the origin

• Incoming or reactive: one where the customer is the one who proceeds to make the call to request information about a certain product.
• Outgoing or proactive: when it is the company who contacts the customer through a telemarketer.

According to the structure

• Internal: when the telemarketing department is part of the organizational structure of the company.
• External: when a company uses the outsourcing of another company (outsourcing) to carry out telemarketing.

According to its realization

• Automated: when the person in charge of making the calls is a machine that communicates a message automatically.
• Handbook: when the person in charge of making the telemarketing call is a specialized employee.

Advantages and disadvantages of telemarketing

Advantage

The main advantages of telemarketing are the following:

• It's a direct and interactive medium between the company and the client.
• It is affordable and inexpensive.
• Get answers immediate.
• The conversation can be measure.
• It is possible to offer as many information about the product being offered.
• Can be offered other products.
• Increase the reach of the company.

Disadvantages

The main disadvantages of telemarketing are the following:

• In some cases it is considered a lack of ethicsas the customer was not requesting a call from the company.
• The clients may consider it annoying.
• If telemarketing is not done properly, it can seriously affect the reputation of the company.
• Should take time to create an outline of what will be discussed in the communication.
• It can to lose control about executing good service.
• When telemarketing is automated, it can be uncomfortable for the customer.

Telemarketing techniques

Some techniques used during telemarketing are the following:

• The most important resource available is voice. Taking care of the tone of voice that is used and the way in which words are used, are a key factor during telemarketing.
• Must be remember the objective by which said communication is made, and thus also the point of view that the client has. In this way it will be easier for communication to flow and meet the proposed objectives.
• The attitude of the telemarketer must be objective and how the conversation unfolds should not be neglected.
• Must be to be spontaneous and be well prepared to carry out the process. For this, it is recommended create a sketch of what will be said, to follow each of the proposed steps and at the same time sound natural.
• The time available is reducedas you only have a few minutes to reach your campaign goal. That is why you should not lose control of the conversation and make the customer tire.
• The honesty it is a key factor. If the customer realizes that he is being cheated, the results will be unfavorable.

Examples of telemarketing

Let's look at some examples of telemarketing:

• A political that makes calls to the citizens of a certain place, to make their proposals known and receive opinions from people.
• Companies that provide telephone services often resort to telemarketing calls, to offer new products and services.