Phone Up For Profits
Telemarketing or Telesales is a very effective as well as beneficial mode of advertising as well as handling
customer relations. Telemarketing simply means use of telephone services for advertising a
product & gathering
sales leads from customers through one to one interaction. This style of advertising has become very popular nowadays owing to the advancements in telecommunications worldwide.
Telemarketing has a huge amount of advantages though, like any other mode of advertising, it has some advantages. Firstly, it provides a perfect environment for the customer & company interaction. The queries or misunderstandings about the product can be well satisfied there and then. Also, it provides immediate response & feedback from the customer. Telemarketing designs a database & makes a list of the right clients and customers to contact. Thus it lowers down the time as well as the required costs than in direct sales. It also reduces the rate of unnecessary contacts. Database includes the categorized list of to-be customers – local, national or even international, and hence can be attended to separately so as to gain the maximum amount of leads.
Telemarketing also makes it possible to view the customer response about a product or service as a whole, which is essential to make the necessary changes in the product & to rank it as per the customer poll. Such graphs are always beneficial for attaining the popularity of the product as well as its scope in the market. An executive can actually interact with a customer & can be able to convince him even better than in direct sales. It also provides a better option of gaining more information & new customers as well as maintains contact with the existing customers. Telemarketing is also useful for carrying out researches before launching a product & hence gathers more information about the competitors’ products. This makes it possible to judge the quality of the product, improve it, know the requirements & expectations of the customer, finalize the product in the same way and stay ahead in the competition owing to the two-way conversation with the customer. This method hence overrides the direct marketing. One way
marketing cannot fetch a proper response as such.
Engaging a professional and strong sales team for telemarketing a product can definitely increase the success of a company. Highly persuasive and capable sales executives gather a huge amount of customers through telemarketing. It also provides much more flexibility as compared to direct marketing. Also, ‘outsourcing’ telemarketing is a smarter way to advertise. Though it is costly & provides less control over sales, it definitely is an easier way than forming a telemarketing department in the company itself. It makes possible to present the product and the company in a more professional way to the customers as well as attain a substantial position in the market. It also makes it more comfortable since the responsibilities & targets are already undertaken by the telesales company. Hence, many bigger
companies prefer to outsource their telesales to marketing companies or their own subsidiaries. E.g. E2E Serwiz Solutions, Pune works for Tata Indicom as a telemarketing as well as customer care department. Many international marketing solutions companies have stepped forward for the same reason. Outsourcing telemarketing to a good company helps in maintaining the standard of the product along with its market value.
Sadly, telemarketing also faces some odds. Firstly, people are day by day feeling ‘tortured’ due to the continuous series of ‘calls’. They have also started using measures and technology against unwanted calls. At times, they receive the calls at the wrong time & a company loses a customer even if he had the product on his mind, only because he wasn’t in a mood to do business. In some countries, the Government has itself put on tough rules & regulations on the companies regarding telemarketing. As many companies are using telesales, it is becoming very difficult to stay in the lead. There is no guarantee of a customer response in telemarketing (but this statement applies for every mode of marketing). Nowadays, telemarketing is only possible for expensive products or services. Finally, telemarketing costs much, especially if used on an international scale. It costs even more if it is outsourced to a sales company.
However, if considered overall, telemarketing is a more comfortable mode of approaching a customer than any other. In many countries like UK, telemarketing has become the fastest mode of advertisement. People, too, prefer to get product information and do business on phone rather than personally approaching a dealer. They have the advantage of getting the required knowledge of the product or products sitting in the comfort of their own home. This saves the money on actually sending a sales person to the customer or setting up an own contact centre. Telemarketing also provides a passage for a business to flourish on an even wider scale & also for companies to establish partnerships and joint ventures. It also helps in widening the marketing territory & hence the scope of the product in the international standards.
Hence, as seen above, telemarketing is always beneficial for companies who can afford it. It can definitely be more precise than e-mail marketing or as for that sake, direct marketing. Nowadays, leaders in telecommunications have also established special telemarketing options for higher standard companies.
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