What can telemarketing realistically be used for?
Telemarketing can perform several useful roles including: • Identifying key personnel at target companies. • Gaining appointments for salespeople. • Following up on mailshots, exhibition attendance, or potential customers who have responded to advertisements. • Researching the potential of a new product or a new sales area. • Keeping in touch with existing customers: reminding them of special offers or anniversaries, or checking that they are satisfied. • Direct sales of goods which can be sold on a trial, or sale or return, basis. You (or a good agency) can achieve a better than 10 per cent success rate for, say, following up on mailshots, and up to 50 per cent or higher for booking appointments or arranging open days. Telesales calls to businesses are generally more successful than to individual consumers. Telemarketing offers a way of reaching prospects and customers, without the impracticality of visiting them to meet face-to-face. It can hit high numbers of contacts and save both
