Telemarketing & How It Works

A Brief Guide to Telemarketing | Progressive Data - iStock-1366023601Also known as telesales or inside sales, telemarketing is defined by Britannica as “the activity or job of selling goods or services by calling people on the telephone”. Businesses across all industries may utilize telemarketing which may be conducted by human telemarketers or by automated telesales systems. While this type of marketing has faced negativity over the years—largely due to the impact of scam callers and nuisance callers—it remains one of the most efficient tools for closing sales.

Telemarketing Classifications

While some people assume that telemarketing is dead, research shows that 42.1% of experts still say that the phone is the most effective sales tool at their disposal. It is particularly useful for B2B (business-to-business) sales but is also deemed effective for B2C (business-to-consumer) interactions.

Telemarketing may be facilitated by traditional telephony systems, VoIP, or other tools that facilitate voice calls. It is traditionally separated into four main types;

  • Inbound telemarketing - commonly referred to as warm calls, this is when a telemarketer responds to inbound interactions where the prospect has requested more info. 
  • Outbound telemarketing - commonly referred to as cold calls, this is when a telemarketer reaches out to prospects or current clients with a view to promoting their products/services.
  • Lead generation marketing - this is when potential customers are contacted with a bid to gain more info about them as a way to support demographic research.
  • Sales telemarketing - this is the direct practice of trying to close a deal or arrange a meeting with B2B buyers and is completed by a salesperson.

Telemarketing Statistics & History

Telesales has existed since the 19th century and became very popular in the second half of the 20th century. In the modern landscape, telemarketers must abide by the Federal Trade Commission’s Telemarketing Sales Rule. It sets out several regulations relating to the frequency and content of calls while also protecting consumers by giving them the opportunity to opt out of all sales calls.

Still, when done well, telemarketing is very successful, as 57% of C-level and VP buyers across industries prefer to be contacted this way. Likewise, many consumers are open to telesales as long as they are handled correctly.

Succeeding in Telemarketing with PDS

Before getting started with telesales, it’s important to acknowledge that the landscape has changed. People are more concerned about scams than ever before, and they also respond very negatively to nuisance calls. Therefore, the planning phase is vital.

Most experts agree that a clear telemarketing strategy is needed to unlock its full potential. Key issues to remember include;

  • Telesales should form part of a larger campaign because clients need multiple touchpoints before converting.
  • Telemarketers must be able to show a deep knowledge of the products/services that they are selling.
  • Telesales staff should know about the customer or prospect, too—PDS mailing lists can work wonders.
  • When reconnecting with a customer or using inbound telesales, you must be able to pick up the conversation.

Listening to the customer’s needs and situation to tailor the telesales approach will pay dividends too. With PDS data management services, you can manage mailing lists and ongoing databases to optimize your telemarketing efforts and ultimately gain more sales.

Progressive Data Services is Here For You

At Progressive Data Services, we offer a variety of marketing services to help grow your business. With over 60 years of experience in the industry, our professionals have the knowledge and understanding to make smarter and more successful marketing strategies. Don’t wait for your telemarketing business to skyrocket, allow PDS to assist you. 

To find out more, get in touch with our friendly experts today!

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