In a perfect world, having a great product or excellent service is enough to draw customers to your business. In reality, though, you have to earn every client that walks into your store or places an online order.
Of course, marketing is a key part of building your client base. While there are many ways to promote your business, TeleDirect, a telemarketing service provider, says that the “old-school” method of manually phoning prospects is still one of the most effective. It cites three reasons why:
Increases Your Sales Territory
Telemarketing is one of the most cost-effective marketing strategies available because you don’t have to open a branch in a new market just to establish a presence there. Telemarketers simply compile a list of prospects in a given area, call them, and make their pitch. In other words, why spend a fortune on sales visits when you can reach prospective clients for much lower costs via telemarketing instead?
Exposes Your Brand
The more people who know your brand, the more leads you can generate. As Michelle Palmer writes for MarketingProfs.com, telemarketing happens to be one of the most effective means of creating brand awareness:
Particularly for companies without a significant market presence, telephone contact can serve as another awareness enhancement of your company or brand name.
This is where voicemail becomes our friend. Depending on factors like the industry and the size of the company, a telemarketer will reach voicemail on about 70-95% of dials. While voicemail suffers the same risk of “trigger-finger delete” as unsolicited emails, some people do listen, at least long enough to hear the company name and the primary message. (This is where well-scripted messaging becomes critical.)
At best, they’ll hear your offer, your message and your brand/company name. At least, they’ll hear your brand name, which is an impression you wouldn’t have had otherwise. And this, of course, may enhance recognition when they see your name on your next communication.
As Direct as it Gets
TVCs and print ads are glossy and all, but they don’t really allow an advertiser to interact with potential customers directly—in fact, very few marketing methods do. This is where telemarketing shines, as each call allows telemarketers to explain the merits of a product or service directly to a prospect. Furthermore, this direct communication allows the caller to immediately answer any questions a lead might have.
Companies looking to expand their customer reach would do well to add telemarketing to their marketing mix. Fortunately, they can now get an outsourced telemarketing call center to make the calls for them, allowing them to focus more on their core competencies.
(Source: Four Overlooked Benefits of Telemarketing (and How to Make the Most of Them), MarketingProfs.com, November 4, 2008)