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Nuisance calls……
At the start of our telemarketing training programme we ask participants: “what is the first thing that comes into your head when you hear the word telemarketing?”  The answers are illuminating – ranging from “its cold calling” to “nuisance calls”, “go away” and other unprintable comments!
Many people do associate telemarketing with `cold calling’.  Yet the two could not be more different.  There is clearly a role for cold-calling when you need a high throughput using a standardised introduction. Cold calling is often subcontracted to a lead-generation company where call centre staff will deliver a standard script and every now and then they will make the connection your business needs.
Or…subtle and thoughtful?
Telemarketing is a much more subtle and thoughtful process.  It has more in common with the creativity of advertising than with the factory processes of call centres.  But, although telemarketing shares the creativity of advertising, it offers the added benefit of being so well-targeted that each prospect receives an individual, tailored introduction to your business.

Done well, the prospects have been pre-screened to be exactly the type of people who would want to buy your product or service now or in the future. The telephone calls are made to introduce your business, create interest and secure a follow up.  This introduction is based around a flexible combination of words and phrases and the team that are making the calls have the knowledge and skills to tailor each conversation.  This is because, in our view, it is the people who work in your business who are best qualified to introduce your business in this way.   Your people know about your products and services and they have the commitment to deliver the most professional introduction.

Effective follow-up
Effective follow-up is the other factor that distinguishes telemarketing from the standard cold call.  Each individual that a member of your team has spoken to will get a personalised follow-up email or letter that shows an understanding of their unique business needs.  This is possible because the emphasis in telemarketing is on listening rather than telling.

Increased productivity
Our suggestion is that you train all your staff in telemarketing techniques – including the Directors.  You may even be eligible for a grant to support this investment in the future of your business.  The experience of our clients who are now using telemarketing is that this additional skill enables staff to increase their productivity.  Telemarketing can be delivered as part of their current job – particularly as the present economic climate means that staff may have more quiet periods than might have been the case in the past.  Our training will give them the confidence to pick up the phone and make a unique link between your company and prospective customers.

Alternatively, we can help you recruit and train a dedicated telemarketing person who becomes part of your team.  This might start as a flexible part-time role on a limited contract so that you can test the benefits of telemarketing for a small initial investment.

We practice what we preach
The training we provide draws upon SEA’s experience of running a successful marketing and communications business. We share with participants the lessons we have learnt over the years about what works in telemarketing. So our focus is on delivering tightly focused, practical skills training that will help your business to find and keep profitable clients.

Your business wants to build long-tem, profitable relationships with members of its target groups - in the most cost-effective manner.  Telemarketing is the best and most economical way to achieve this.  If you would like to discuss how telemarketing can help you deliver personalised advertising to each of your clients and prospects please get in touch with me.