We could build suspense and not give you the answer until the end of this article but you know what we are going to say, don’t you? Cold calling may not be completely dead yet, but it has become an increasingly unproductive and unsuccessful marketing approach.
There are pros and cons to using scripts in telemarketing. On the one hand, it can give the call an impersonal touch and deprive the call agents of the flexibility necessary to conduct any conversation with another human being. On the other hand, a script can help keep the call focused and move things along.
Telemarketing and telesales sometimes come with negative perceptions. They conjure up visions of large, impersonal call centres in far-away countries which feel more like factories than anything else. While this type of operations exists, there is a way to conduct quality telemarketing campaigns which will help grow business without alienating prospects.
It is a fact that selling to new customers is more time-consuming than repeat business. In addition, between gate keepers, caller ID displayed on phone screens and voice mails, getting through to decision makers is sometimes akin to an obstacle course. It can take up to 7 phone calls before you can talk to them, so you want to make sure that when you do, you make the most of the opportunity and maximise your chance to turn your prospect into a lead.
While sales and marketing are different processes, because they are two sides of the same coin, the boundaries between them often get blurred. Telemarketing and telesales don’t escape this confusion – all the more so that telesales is, in effect, a component of telemarketing. Telemarketing is often used even by industry experts as a blanket term for all phone activities related to establishing contact with potential customers. However, telemarketing and telesales have different objectives and outcomes, so it is crucial to understand how they differ to get the most out of your phone campaign.