How do you use telemarketing?
It's been 5 years since the implementation of the National "Do Not Call Registry" and now parts of this registry are set to expire exposing many to the unwanted calls of telemarketers. Many businesses that were restricted by this list will no doubt renew their old cold-calling, telemarketing tactics. Why do I say tactics? Well, because I'm not a big fan of telemarketing in its traditional sense.
In my opinion, telemarketing can be a great asset to a sales force if used properly, but it can also tremendously hurt a company's credibility. I know I don't want to get calls during dinner, in the evening when I'm trying to relax, or on Sunday. That is... if I don't know anything about the company who's calling and why they are calling.
You see, I'm a big fan of using very targeted marketing strategies. I don't believe in purchasing blind mailing lists and I certainly don't believe in making blind telephone calls for marketing products or services. Some companies are very successful at using this technique to peddle their goods, but I think they would be much more successful if they were very deliberate about building and marketing to their database.
I never had much success in using purchased lists. To me, it is much more effective to market to people who know or have heard about your company. Some will say this is contrary to what you are trying to accomplish... getting new customers. But I say it is using your time and marketing dollars wisely. I never added a name to my mailing list unless I or one of my sales staff actually spoke with the person. I also never called anyone unless they gave me permission to do so.
You might say, "But, how do I develop a targeted list?" That's what your marketing plan should spell out for you. When you go to trade shows, come up with a creative way to gather names of the prospects you speak with and get their permission to call. There are many ways you can build your list - ways that will get you a greater response rate when you send emails, direct mail or telemarket. Develop your plan wisely and you will be well on your way to getting those new customers you so desire.
In my opinion, telemarketing can be a great asset to a sales force if used properly, but it can also tremendously hurt a company's credibility. I know I don't want to get calls during dinner, in the evening when I'm trying to relax, or on Sunday. That is... if I don't know anything about the company who's calling and why they are calling.
You see, I'm a big fan of using very targeted marketing strategies. I don't believe in purchasing blind mailing lists and I certainly don't believe in making blind telephone calls for marketing products or services. Some companies are very successful at using this technique to peddle their goods, but I think they would be much more successful if they were very deliberate about building and marketing to their database.
I never had much success in using purchased lists. To me, it is much more effective to market to people who know or have heard about your company. Some will say this is contrary to what you are trying to accomplish... getting new customers. But I say it is using your time and marketing dollars wisely. I never added a name to my mailing list unless I or one of my sales staff actually spoke with the person. I also never called anyone unless they gave me permission to do so.
You might say, "But, how do I develop a targeted list?" That's what your marketing plan should spell out for you. When you go to trade shows, come up with a creative way to gather names of the prospects you speak with and get their permission to call. There are many ways you can build your list - ways that will get you a greater response rate when you send emails, direct mail or telemarket. Develop your plan wisely and you will be well on your way to getting those new customers you so desire.
posted by Anne Lazo at
4:25 PM
