Since it first became a major industry in the 1960s, telemarketing has evolved to become more efficient and more effective. Taking a look at the impact these changes have had on the industry can help to inform modern telemarketing campaigns and help telemarketers to take full advantage of all the tools available to them.
A major change in the world of sales and telemarketing is that businesses have begun looking at long term goals rather than just short term gain. For a long time, the main focus of telemarketing calls was making a sale. The telemarketer would be expected to convince the prospect to sign up for a trial service or sell a certain number of products on every call they made. This made calls very sales-orientated and lead to telemarketing earning a poor reputation with the public.
These days, most successful telemarketers and forward-thinking businesses have changed the main focus of their campaigns. Instead of making one-off sales, telemarketers are now encouraged to think about the lifetime value of a customer and to build long lasting relationships with the companies they’re calling. Placing the focus of a telemarketing call on communication rather than sales has helped many businesses to create more productive B2B relationships and find clients with high lifetime values.
Although phone systems have become faster and smarter over the years, the basic tools of telemarketing are the same. However, one significant change is the information telemarketers now have at their disposal.
For years, all the caller would have had was a company name, a little basic information about the industry and, if they were lucky, a contact name. These days, telemarketers have a lot more to work with. The internet makes it possible for callers to research a company as they dial, allowing them to have the information fresh in their minds when the prospect picks up the phone.
On a larger scale, big data is now providing telemarketers with a vast amount of information about the businesses they’re trying to speak to. It allows campaigns to hone their call lists and find companies who are genuinely in need of the product or service they’re providing. Companies can also use social media to get to know their prospects better, improving their chances of telemarketing success.
As sales and lead generation are integral parts of business, it’s no surprise that a huge amount of research has been done on communication and marketing techniques over the years. This research has helped to inform telemarketers working today, allowing them to improve the quality of their calls and raise the bar in telephonic communication. Using basic psychological techniques developed through decades of research and experience can help telemarketers navigate past gatekeepers and communicate effectively with decision makers. This can go a long way to helping a company achieve its goals and boost its profits.
Find out more about improving the quality of your business’ telemarketing calls by getting in touch with a member of our team.