Resources for Telemarketing

Many small business owners are surprised to discover that telemarketing encompasses more than just cold calling. In fact, telemarketing takes advantage of both inbound and outbound calls. Inbound telemarketing occurs every time existing or potential customers call your company, on your regular or toll-free lines.

Outbound telemarketing takes place when your company calls a prospect or existing customer. Small companies can use telemarketing in the following ways:

1. To gather customer information
2. To introduce new products or services
3. To make a sale
4. To complete a current transaction
5. To add an incremental component to the sale

Evaluate the potential for telemarketing

Telemarketing isn't for every company or every customer. Before embarking on a telemarketing program, consider what you wish to accomplish and if your customer base is receptive to this marketing tool.

Follow the rules

Respect the Do-Not-Call Registries. Not honoring them can be costly, with fines up to $11,000.
National Do-Not-Call Registry and similar programs within your specific state.

Cross-sell and up-sell

Use the telemarketing customer encounter as an opportunity to both cross-sell (sell complementary products or services) and up-sell (sell a higher-level product or service).

Get script savvy

Most marketing experts recommend using scripts, but only when the telemarketer delivers the script with a natural voice and cadence. Encourage your telemarketers to learn about your products and services so it doesn't sound like they're simply reading from your script.

Hire the right telemarketers

Not everyone is cut out for a telemarketing gig. Finding the right people for the job can make all the difference in whether your efforts succeed or fall flat.

Obtain telemarketing lists

Use your existing customer database to create a telemarketing target list. You can also purchase names and numbers or cull names from a phone directory or other publicly available list.

• For many customers, their only contact with your company is through telemarketing. For them, your telemarketer is your company. Make sure the image your telemarketers are portraying fits with your company image.
• Telemarketing isn't all about the numbers; it's also about building customer relationships.
• Telemarketing can be done from your office, from a call center or from someone's home, also called homesourcing.
• Respect customers and their time.
• Respect the word "no."