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Why Most Telemarketing Calls Fail: 4 Ways to Make Them Airtight
The word on the street for the last decade has been that telemarketing calls just dont work. The truth is that telemarketing does work for the handful of companies that do it correctly. In fact, any marketing vehicle--telemarketing, direct mail, email marketing--works when theres value for the customer.
Todays consumers are savvier than ever before. They have to be in order to differentiate the good from the bad in the barrage of marketing messages they see everyday. Thats precisely why businesses that win the telemarketing game are good at two critical aspects--they have clearly defined purpose behind every call and they add real value through a number of different means.
Why Telemarketing Calls Fail
If theres any motivation to shore-up telemarketing calls, it can be found in the latest statistics concerning the Do Not Call registry in the United States and Canada. These facts and figures, conveyed by the Canadian Broadcasting Corporation, should be enough to make even the most hardened CEO rethink telemarketing strategies:
The primary reason telemarketing calls fail is that they rely too much on the numbers game and neglect the person theyre aimed at selling. Theres little strategic purpose, too much actual selling in the initial contact, a resistance to sending written information, and an appalling lack of follow-up.
How to Make Telemarketing Calls Valuable
TelesalesMagics 15 Steps to Easier Cold Calling Success features Karen Andrews, Director of Shine Sales Solutions based in Australia. She offers several ways to improve response rates, but four in particular are worth mentioning as they capture what it means to add value to the call.
Doing these four things consistently helps response rates rise. Neglecting them can lead to those customers following the trend--adding themselves to the Do Not Call registry.