Market Research- This form is very much like lead generation. The difference is that while lead generation is about creating a lead thru a series of call backs for immediate prospecting, market research is about developing a market for future lead generation purposes (i.e. sending info about a product). Therefore market research is the precursor to lead generation and appointment setting. Simply put, this form of telemarketing is about gathering info for future reference.
Sales-Okay, here is a confession. Phone sales are my least favorite form of telemarketing. Anyone who has ever received a phone call during dinner is all too familiar with the inevitable call from the telemarketer. Believe it or not this is how the telemarketing industry got such a bad rap (this and the bill collection industry). Keep in mind that while most of us hate getting sales calls at the office, we also realize that it is a necessary evil. Telemarketing has always been considered a residential or consumer vehicle for generating new prospects. While still a viable option, phone sales should be handled with as much professionalism and courtesy as possible. This is especially true when one considers the connotations behind telemarketing and telemarketers. In nearly every cold calling workshop I conduct, I always pose the question, what do you think of telemarketing and telemarketers? Here´s what most workshop attendees think"?¦..
Telemarketing vs Telemarketers
1. Necessary in business unprofessional
2. Cost effective won´t listen to prospect
3. Fastest way to get an appointment/sale poorly trained
So while most would agree that telemarketing is useful and necessary for conducting business, telemarketers have received such a bad rap that most business owners aren´t sure why they need to hire them. But not only are telemarketers necessary but so is telemarketing. In order to make an effect cold call you need to understand what type the outcome of the call should be (appointment setting, lead generation, sales, etc). And while these calls need to be made in order to bring in sales, someone needs to makes them. Hence telemarketers become a necessary component to an effective sales and marketing campaign.
In conclusion, telemarketing can be a vehicle to put your sales team on the road to success. Knowing which form of telemarketing you´re using will help to orchestrate a marketing plan that is geared towards accomplishing your goal"?¦.sales.
Tony Wilkins is the owner of Telemarketing Consulting Services and author of "Telemarketing Success for Small and Mid-sized Firms´ available in most bookstores and online at www.amazon.com and www.xlibris.com you may also find out about his workshops and services at
http://stores.ebay.com/telemarketing-success via e: mail at firstname.lastname@example.org or phone 415-267-4872 .If you´d like to be notified of a new posting for this column, please contact Tony Wilkins at email@example.com