Welcome to Direct Marketing
TELEMARKETING / TELESERVICES
Chapter 14
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
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
Telemarketing /
Teleservices
OUTBOUND
• B2B calling is the fastest growing segment
• Forgo “land lines”
• VOIP
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
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
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
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.
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.
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, higherpaid personnel.
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
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
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 leadgeneration program may produce more leads
than the sales force can handle in a timely
fashion.
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.
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.
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.
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, higherpaid personnel.
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.
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.