Definitions and concepts of Telemarketing
Definition of TelemarketingTelemarketing (telesales) is a form of direct marketing in which a consultant using the phone or any other means of communication to contact potential clients and market products and services. Potential customers are identified and classified by various means such as your history of purchases, previous surveys, participation in contests or requests for employment (e.g. via Internet) names can also be purchased from another company database or obtained from telephone directory, or other public or private list. The classification process serves to find those potential customers most likely to buy the products or services offered by the company in question.
Market research companies often use telemarketing techniques to find potential or past of a client's business clients or to poll the acceptance or rejection of a product, brand or company in particular. Opinion polls are conducted in a similar way.
Telemarketing techniques can also be applied to other forms of marketing using Internet or fax messages
Telemarketing is a means of communication, a channel of information and a space for sale as valid, as it is for example the radio or television.
The process of outsource telemarketing campaigns to other cities in the same country is known as nearshore and outsource the service to other countries is known as offshore or relocation.
Before customary telephone operators were vendors offering products and services regardless of the needs of consumers but only its economic benefit, today the teleoperador no longer considered a seller but counsel depending on the item that you are working (commercial, financial, advertising, etc.).
The work of an advisory no longer confined only to do the work of selling old, but it has the obligation to understand and conform to the real needs of their clients, advise them and bring them hand suggesting solutions that correspond to them.
Concept of TelemarketingThe telemarketing or Telemarketing is an activity of marketing that allows instant, live, two-way contact between the supplier and the consumer.
The telemarketing saves costly personal visits, they contact more prospects per day and kept satisfied clients, with base in good care, and the opportunity to response to the competition.
Planning of a telemarketing campaign
ObjectivesReduce selling expenses replacing personal visits by phone calls.
Increase profits per sales concept to reduce costs and increase sales volumes, since we can cover a market more big.
Generate new business in Territories not covered by the sales staff.
Improve service to customers, through a contact more often.
Vendors specialize in closing techniques, since over the phone you can prospect, classify and qualify customers.
Optimize the costs of advertising, through accounts more promising, because that is better known to consumers.
Promotion most diffused.
Respond more quickly when the competition.
Better control of accounts
Revive inactive accounts.
Provide service more personalized.
Extend Salesforce with minimum costs.
Research the market in a way more economic.
Introduce new products.
Improve the way sell, since it avoids facing pollution, the high price of transport and distances that are increasingly more large.
MethodologyAnalysis on the requirements and reports
Definition of tasks created
Definition of components, roles and responsibilities of the job and descriptions of charges for all types of staff
Fixing of realistic levels of activity for key tasks
Types of incoming calls and average duration
Time required between one and the other to perform associated tasks
No. calls that come at different times of the day
Call patterns on different days of the week.
We can say that there are basically two ways to use the phone in marketing activities:
Emerging or telemarketing entry; and
Actively or outbound telemarketing
The phone started being used by the Bell Telephone Company, to promote the sale of extensions, telephone exchanges, and ads in the yellow pages, technically from Alejandro Graham Bell produced in 1876 the first phone. For 1935 already had written books on sale using the phone. Phone companies are which immediately discover the advantages of this means of communication to make contact with your subscribers to give them support, and promote related services.
The phone provides varied functions in both products and services marketing:
To sell:In favorable conditions, sales can be made by phone on so seamlessly in the client's Office.
To achieve greater effect on sale by phone, is recommended to dispatch previously printed material, in such a way that upon receiving the call the client, has information relating to the offer.
The phone call is ideal for making quick sales, when there are special offers. The phone is a fast medium for making contacts with clients.
When prices are subject to fluctuations, or the existence of merchandise is small, the telephone call is advantageous.
To promote sales:Inaccessible markets, you can reach easily.
It allows to expand local markets.
Recovery of lost accounts.
It helps to maintain the name of the product.
The first massive campaign of selling by phone was developed in 1970 by Ford Motor Co. and executed by ITC, possibly the world's best known company offering telemarketing services. In that campaign were twenty million calls, by 15,000 homemakers specially hired and trained to make sales using the phones on their homes. Following a carefully programmed script (script), they made a million calls a day, in order to determine who were prospects for the purchase of a new car.
On average, each call took a minute. They generated 340,000 positive contacts, 187,000 of which were "valid", i.e. who were interested in purchasing within the next six months. Attributed to this program, sales were $65.00 dollars per unit sold, sum the company considered much lower than its other promotional programmes developed.
After this success, ITC designed and executed a campaign by phone for the sale of subscriptions to the magazine World. We used a rigorously selected clients list, and again a carefully studied sales presentation. Sales by phone produced three times subscriptions than direct mail.
Input telemarketingMuch emphasis is given to how to handle the calls that are received in the companies, as a result either of normal advertising campaigns or direct response campaigns. Many companies, on the other hand, considered that answer the phone does not form part of the marketing of a company. In fact it is. Companies that do not care that their phones are well answered, are losing incredible business opportunities, and damaging its image.
The receptive telemarketing has had a huge spread, since 1981, and the installation of the numbers 800 and 900, which have reversed the billing of calls, those who receive them. Response centers began as an economical way of providing service to customers, who did not know how to manipulate computers every day more sophisticated.
Answers centers installed by companies such as General Electric, AT & T, for the calls to their 800 numbers, quickly went on to become a powerful marketing tool. Information that customers provided, duly registered in a data bank, these companies provided important information to design new products, increase sales, and get referrals (evidence) with great potential of purchase.
Telemercado outputThe main advantages of the telemarketing of output, are basically cost, coverage, and productivity. Personal sales are every day more onerous. Considering this factor, for many organizations it is difficult to maintain a personal sales team covering the potential market through visits. On the other hand, the increase in competition, makes that companies have to reduce their costs, which prevents them from maintaining personal sales teams to cover the potential market. Volumes and some customers purchase rotation does not justify personal visits.
Cover the market potential, through personal visits, made more difficult by different reasons, such as the growth of cities, increase of vehicles and traffic problems generated by him. The companies for their part have increased product lines, to increase the potential market. This situation has created a gap between the market potential and the ability of sellers to cover that market. Companies have difficulties to cover potential market, only basis for personal sales.
Personal sales occupy an important place within the companies marketing mix. But it is no longer possible by cost and coverage, resorting to personal sales to visit all potential customers.
The telemarketing is considered an industrialization of communication services persuasive is one of the many ways that you are buying the so-called industrialisation of 'services'.
Definition of TelemarketingIt is called telemarketing or telesales, a combination delmarketing Spanish, discipline that he makes the product or service to the market efficiently and cost-effectively, with the strategy to reach the customer to inform, stimulate the purchase of it and sell it, by telephone. It is what is known as selling over the phone, that sometimes it is quite annoying, when used in uncontrolled form.
It should train very well to the seller in the mode of communicating, pauses, emphasis that should not be exaggerated, for persuasive communication, whose only tool is the word. Here the sympathy cannot be represented with a smile or another friendly gesture, unable to display product to verify what we are saying; the confidence will receive you customer in words. Yes we can show our patience and our knowledge of what you intend to sell, answering all the questions with much bias and precision, without neither tiring with long and tedious explanations, especially type techniques, that the person concerned or intend to whom interest, is unknown. It is preferable to talk about what is necessary and practical way, taking account of the characteristics of the product and its applications; guarantees in case of not work properly or does not correspond with the offer, besides ensuring the delivery and the mode of payment.
It can be used as single action or complement those carried out face to face.
Potential customers are selected databases that can buy, choose at random (e.g. phonebook, it is not very efficient, but the only way if you don't have other resources) or through surveys carried out previously.