In Today’s Digital Marketing World, Telemarketing Still Reigns King

In today’s competitive business environment, marketing your product or service takes a multi-channel approach. And while it might seem that in such a highly digitized world, telemarketing wouldn’t be as relevant as it once was but that is not the case.

Although telemarketing has been around since the 1970s, the technology and tools it uses presently are as sophisticated as any currently available. Further, just because there are new marketing tools available, it doesn’t mean that the tried-and-true methods are no longer useful.

Study after study has shown that even with marketing tools like social media, search engine optimization, and interactive websites, it is tough to beat the value of talking to a customer one-on-one. Telemarketing’s highly-personalized conversations are especially effective for lead generation and lead nurturing.

Today’s telemarketers are adept at using new technology to make what they do more effective. For example, armed with big data, telemarketers can pinpoint who to talk to, when to talk to them, and what to say.

Experts anticipate a rise in more personalized marketing techniques in the coming months. And talking one-on-one with potential customers is as about as personal as it gets. Telemarketing is expected to continue to grow in popularity because savvy marketers know to put their money in methods that have the best return on investment. Telemarketing is one such investment.

While technology is helping to make sure that telemarketing remains on the cutting edge of marketing, the human element is what makes it so successful. This is one reason why you should strongly consider outsourcing your telemarketing campaign. Professional telemarketing companies have a firm grasp on how to harness information and use it to achieve the desired results. They also have a team of professionals who are experienced in connecting with decision makers over the phone.

It is important to remember that today’s successful telemarketing efforts have carefully formed objectives. These include:

  • A marketing plan with accounting and analysis criteria
  • Effective scripts, sales outlines, and presentations
  • Training and hiring procedures for supervisors and sales personnel
  • Analysis and evaluation of all campaigns, marketing personnel, and return on investment
  • Established goals
  • Emphasis on follow-up

Telemarketing is anything but a thing of the past. Instead, its evolution over the years has made it one of the most effective and affordable marketing techniques available today.

Script Writing 101

When it comes to creating the perfect prospecting sales script, experts will tell you that the first 10 seconds of that script better be compelling or you can consider your pitch a failure.

When creating a telephone script for appointment setting purposes, for example, the script needs to be short and to the point. What many people fail to realize, however, is that you write differently than you talk. In other words, even if your script sounds good on paper, it might not sound great on the phone.

It is vital that you read your script out loud before calling a prospect – you might even consider taping it – so that you can review what it sounds like live. Look out for things like unnatural pauses and make sure you sound genuine. The last impression you want to give is that you are reading from a script!

While you never want to sound like you are reading from a script, never make a prospecting call without a script! Without a carefully crafted message, you can be sure things won’t go the way you had hoped!

When it comes to writing your script, here are some pointers to make it convincing, conversational, and most importantly – effective:

  1. Introduce yourself and include your title. It is important that the person you are calling knows that you are an expert in your field and that it is worth their time to listen to what you have to say.
  2. Communicate confidently, and quickly, the benefit you offer their business. Tell the prospect what you are offering – a workshop, presentation, etc. – and how it will change their business for the better.
  3. Let them know that you are not calling to sell them anything. This will allow them to lower their guard and listen to what you have to say instead of being distracted by thinking of a way to shut you down.
  4. Create a sense of urgency. Do you only have a certain amount of appointments left? Is the workshop almost full? Let your prospects know this.

Writing and delivering the perfect script is not easy. That is why many businesses choose to outsource their call center services such as appointment setting, event registration, and lead generation. After all, to be successful when it comes to telephone prospecting a perfect script is nothing without the perfect delivery, and vice versa!

Why Social Media Won’t Replace Telemarketing

In this age of social media, it might seem like the art of live conversation is no longer necessary. And while technology seems to be taking over every facet of marketing, studies show that telemarketing continues to offer an outstanding return on investment.

Telemarketing is an excellent way to find leads and convert those leads into sales. Telemarketing is similar to other forms of marketing in that campaigns must be designed to meet the needs of its target audience. The best telemarketers also realize that their job goes way beyond making sales – although this is the end game. Lead generation, relationship building, and lead nurturing are the hallmarks of any successful telemarketing campaign. Experts will tell you that nurtured leads spend more money – over a longer period of time – than customers who were won over with a quick sales pitch.

Telemarketers need to work hard not just to make sales but to capture vital information and find new opportunities. In this way, telemarketing is anything but behind the times. Telemarketing allows companies to compile a great deal of data that will allow for pinpointed marketing campaigns.

While telemarketing continues to outpace most other forms of marketing – including social media – there are certain components that are necessary for a telemarketing campaign to be successful. These include:

Repetition: The most successful telemarketing campaigns are anything but one and done. In order to forge the type of relationships that lead to long-term customer relationships you should expect to make several calls to prospects. Remember, it’s all about relationship building.

Well-Defined Goals: Getting a prospect on the phone is just the beginning of the process, not the end. Make sure your script is clear, concise, and delivered with confidence. There is a very short window of time to engage your prospect. Make sure you make the most of it.

Relevancy: Make sure the product or service you are calling about is relevant to the prospect. In today’s data-driven marketing world, there is no excuse for poorly targeted prospects.

Telemarketing continues to outpace other forms of marketing because of its high success rate. No matter what you are trying to achieve – sales, lead generation, customer retention, market research, etc. – telemarketing will continue to be important for one simple reason: it works.

Improving Your B2B Marketing Efforts

Marketing experts will tell you that B2B telemarketing is an extremely effective tool for promoting your company’s goods and services. Unfortunately, if a business is seeing good results from their B2B telemarketing efforts there is a tendency to rest on their laurels.

In order to keep ahead of the competition and continue to reach new sales heights, it is important that you constantly seek to improve your telemarketing efforts. What follows are a list of ways you can do just that:

  1. Make sure that your data lists are meticulous. Up-to-date, targeted data needs to be tailored for each specific calling campaign.
  2. Clearly outline your goals. Are you looking to make a sale? Make an appointment? Whatever you are looking to do, make sure that your telemarketers know what is expected of them. Remember, too, that some goals will take more than a single call to accomplish and this needs to be communicated to your telemarketing team.
  3. Use an integrative approach. Telemarketing campaigns work best when they are part of an overall strategy that uses a multi-channel approach.
  4. Consider outsourcing. Studies show that in-house sales teams follow up only about 20 percent of leads. When you outsource your telemarketing efforts, you help to ensure that leads aren’t being lost because your sales team is too busy to follow up on those leads.
  5. Allow telemarketers to go off script. While scripts are important, it also is important that your telemarketers feel free to develop a rapport with prospects, which may mean going off script a bit. That’s not to say that they neglect valuable talking points in their pitch, but the conversation should never seem scripted. Remember, authentic personal touches are what relationship building is all about.
  6. Prepare, prepare, prepare. Telemarketers should have information about each prospect they are calling in front of them before they make a call. They also should be well-versed on the particular campaign they are promoting or the product or service they are selling. There is never an excuse for not being prepared so always make sure that your B2B marketing information is complete and up-to-date.
  7. Be a little unpredictable. Most people don’t work just 9 to 5. When you call early in the morning or in the evening, you’ll have a better chance of avoiding the gatekeeper and talking to the decision maker.

No matter how successful your B2B telemarketing efforts are, they can always improve. By continually assessing your telemarketing efforts you can be sure that you are always on top of your game!