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In this step you will learn about telemarketing and how to use it effectively as part of a marketing campaign.

Telemarketing involves calling customers to promote your products or services. It is still used to great effect by companies both large and small. It can be very effective in delivering sales if planned and executed properly.

Why should you use it?
It is often used by companies that have an existing relationship with a customer, especially if they have bought something or have subscribed to a product or service, with the opportunity to cross-sell and upsell from an existing package. Typical companies using telemarketing are BT, O2, the AA and charities.

Telemarketing can be especially useful for complex products and services that benefit from being explained in detail from an employee to a prospect or existing client. This way, questions can be answered immediately.

When should you use it?
It is very useful to map out the customer journey and find where telemarketing could best fit into your marketing strategy. Testing can help refine the timings and approach used. Avoid telemarketing at key times like primetime TV viewing and meal times.

Things to consider:

  • Consider the stages of the sales journey where telemarketing might be most effective
  • How much time the call will take – a script is often produced to refine the message and keep the call as short as possible
  • Ensure staff is fully trained to record and answer any questions and follow legislation. As this is quite an intrusive method of communication there are strict laws governing the use of it
  • Apply technology to speed up the process such as address collection

Join the discussion

Telemarketing has had negative connotations in the past. What are some ways that organisations can ensure potential customers do not have a bad experience during a telemarketing call? Write your ideas below.

Use the discussion section below and let us know your thoughts. Once you’re happy with your contribution, click the “Mark as Complete” button to check the Step off, then you can move to the next step.

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Introduction to Marketing: Omnichannel Marketing and Analysis

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