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Welcome to Direct Marketing
TELEMARKETING / TELESERVICES
Chapter 14
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Telemarketing/Teleservices
• Changing Landscape–Do Not Call Registry– In the past most calls were made for the
purpose of taking an order. Now a call to develop a relationship is just as important.
– Internet• Customer support–Emails–Live help
• Voice Over Internet Protocol
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Telemarketing /Teleservices
INBOUND • Area most profoundly impacted by internet –Catalog, an infomercial, direct mail, email,
blogs, Web sites, or a print ad.• Add-on sale• Domestic or International• Dealer locator programs
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Telemarketing /Teleservices
OUTBOUND
• B2B calling is the fastest growing segment
• Forgo “land lines”
• VOIP
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Telemarketing /Teleservices
HIRING• Three attributes–Verbal communication skills–Ability to read a script or call guide with
enthusiasm–Willingness to overcome objections
• Domestic or International• Test• Outbound and Inbound skills are different
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Telemarketing / Teleservices
• Lead-generation calls let companies prospect by phone and deploy salespeople in following up on “hot” leads
• Care should be given to manage the lead flow, because a good telephone lead-generation program may produce more leads than the sales force can handle in a timely fashion
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Telemarketing / Teleservices• A successful outbound program depends upon
four basic elements: – List or Target Audience–Offer Being Communicated– Telephone Sales Representative– Script or Message to be Communicated
• The list is the most important of these elements: a well-targeted list can compensate if any of the other elements are weak
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Telemarketing / Teleservices
• Outbound business-to-business calling involves account management rather than direct sales.
• These calls seek to develop a rapport with the decision-maker and periodically make calls where no sale is attempted.
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Telemarketing / Teleservices
• Outbound calls generally use a call guide to develop a genuine rapport and initiate a conversation with a prospect.
• In regulated industries, verbatim scripts are used because creative material has to be approved both by the client’s legal staff as well as government offices.
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Telemarketing / Teleservices
• Two sets of numbers are key to estimating telemarketing costs: – cost per call for handling inbound calls from
business firms and consumers, and – cost per decision-maker contact in making
outbound calls to business firms and consumers.
• Outbound calls are usually of longer duration, and often require more experienced, higher-paid personnel.
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Telemarketing / Teleservices
• All marketers must maintain “do not call” lists of customers who ask not to receive phone calls
• Most consumer marketers have the added burden of purging their prospect files against state and federal DNC Registries
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Telemarketing / Teleservices
• Compliance with state and federal “Telephone Sales Rules” is mandatory for all organizations using telemarketing
• Regulators don’t hesitate to levy large fines for abuses
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KEY POINTS
• Lead generation calls let companies prospect by phone and deploy salespeople in following up on “hot leads.
• However, care should be given to manage the lead flow, because a good telephone lead-generation program may produce more leads than the sales force can handle in a timely fashion.
![Page 17: Welcome to Direct Marketing TELEMARKETING / TELESERVICES Chapter 14](https://reader035.vdocuments.us/reader035/viewer/2022062516/56649dd15503460f94ac75c3/html5/thumbnails/17.jpg)
Key Points
• A successful outbound program depends upon four basic elements: list or target audience, offer being communicated, telephone sales representative, and script or message to be communicated.
• Of these four, the list is the most important.
![Page 18: Welcome to Direct Marketing TELEMARKETING / TELESERVICES Chapter 14](https://reader035.vdocuments.us/reader035/viewer/2022062516/56649dd15503460f94ac75c3/html5/thumbnails/18.jpg)
Key Points
• Outbound business-to-business calling involves account management rather than direct sales.
• These calls seek to develop a rapport with the decision maker and periodically make calls where no sale is attempted.
![Page 19: Welcome to Direct Marketing TELEMARKETING / TELESERVICES Chapter 14](https://reader035.vdocuments.us/reader035/viewer/2022062516/56649dd15503460f94ac75c3/html5/thumbnails/19.jpg)
Key Points
• Outbound calls generally use a call guide to develop a genuine rapport and initiate a conversation with a prospect.
• In regulated industries, verbatim scripts are used because creative material has to be approved both by the client’s legal staff as well as government offices.
![Page 20: Welcome to Direct Marketing TELEMARKETING / TELESERVICES Chapter 14](https://reader035.vdocuments.us/reader035/viewer/2022062516/56649dd15503460f94ac75c3/html5/thumbnails/20.jpg)
Key Points• Two sets of numbers are key to estimating
telemarketing cost:
– cost per call for handling inbound calls from business firms and consumers, and
– cost per decision-maker contact in making outbound calls to business firms and consumers.
• Outbound calls are usually of longer duration and often require more experienced, higher-paid personnel.
![Page 21: Welcome to Direct Marketing TELEMARKETING / TELESERVICES Chapter 14](https://reader035.vdocuments.us/reader035/viewer/2022062516/56649dd15503460f94ac75c3/html5/thumbnails/21.jpg)
Key Points
• Compliance with state and federal “Telephone Sales Rules” is mandatory for all organizations using telemarketing.
• Regulators don’t hesitate to levy large fines for abuses.
![Page 22: Welcome to Direct Marketing TELEMARKETING / TELESERVICES Chapter 14](https://reader035.vdocuments.us/reader035/viewer/2022062516/56649dd15503460f94ac75c3/html5/thumbnails/22.jpg)
Key Points
• All marketers must maintain “Do Not Call” lists of customers who ask not to receive phone calls.
• Most consumer marketers have the added burden of purging their prospect files against state and federal DNC registries.