Telemarketing - What is it? functions, types, techniques, and examples

telemarketing

Using the telephone medium to connect with a target audience.

What is telemarketing?

Telemarketing is a type of direct marketing that consists of using the telephone medium to connect with a target audience, in order to increase the sales of a company.

The use of telemarketing is usually carried out with potential customers, whose data is obtained through previous records made by the company, such as their purchase history, internet subscriptions, contests, among others.

In addition, databases are usually sold to companies, with telephone records of potential clients.

telemarketing features

Among the functions performed by telemarketing, we can highlight the following:

• It is a marketing tactic to get customers and publicize new products.
• It serves to advise the clients of a company.
• It works as a direct link between the client and the company.
• It is a method of advertising a product or service.
• It is used so that customers know the promotions that a company has.

Types of telemarketing

Telemarketing can be classified according to its origin, structure, or execution.

According to the origin

• Incoming or reactive: the one where the client is the one who proceeds to make the call to request information about a certain product.
• Outgoing or proactive: when it is the company that contacts the client through a telemarketer.

According to the structure

• Internal: when the telemarketing department is part of the organizational structure of the company.
• External: when a company resorts to subcontracting to another company (outsourcing) to carry out telemarketing.

According to your performance

• Automated: when the person in charge of making the calls is a machine that communicates a message automatically.
• Manual: when the person in charge of making the telemarketing call is a specialized employee.

Advantages and disadvantages of telemarketing

Advantages

The main advantages of telemarketing are the following:

• It is a direct and interactive medium between the company and the client.
• It is accessible and inexpensive.
• You get immediate answers.
• Conversation can be measured.
• It is possible to offer the greatest amount of information about the product being offered.
• Other products may be offered.
• Increases the scope of the company.

Disadvantages

The main disadvantages of telemarketing are the following:

• In some cases, it is considered a lack of ethics since the client was not requesting a call from the company.
• Customers may find it annoying.
• If telemarketing is not done correctly, it can seriously affect the reputation of the company.
• Time should be spent creating an outline of what will be raised in the communication.
• You can lose control over the execution of good service.
• When telemarketing is automated, it can be inconvenient for the customer.

telemarketing techniques

Some techniques used during telemarketing are as follows:

• The most important resource you have is your voice. The care of the tone of voice that is used and the way in which the words are used are key factors during telemarketing.
• The objective for which said communication is made must be taken into account, as well as the point of view that the client has. In this way, it will be easier for communication to flow and the proposed objectives to be met.
• The attitude of the telemarketer must be objective and how the conversation unfolds must not be left aside.
• You must be spontaneous and well prepared to carry out the process. For this, it is advisable to create an outline of what will be said, to follow each of the proposed steps and at the same time sound natural.
• The time available is reduced since only a few minutes are available to reach the objective of the campaign. That is why you should not lose control of the conversation and make the client tire of it.
• Honesty is key if the client realizes that he is being cheated on, the results will be unfavorable.

Examples of telemarketing

Let's look at some examples of telemarketing:

• A politician who makes calls to the citizens of a certain place, to make their proposals known and receive opinions from the people.
• Companies that provide telephone services often use telemarketing calls to offer new products and services.

 

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