Both outbound and inbound calls play a big part in telemarketing. Understanding the benefits of each approach and the relationship between the two will help your company to connect with its target audience and run successful marketing campaigns.
The challenges of telemarketing
Telemarketing is a professional discipline just like any other. Finding success in telemarketing takes skill, sensitivity and experience. If telemarketers are going to make an impact on their customers or potential customers, they need to create rapport. This means they need to begin to lay the foundations of a productive business relationship within moments of picking up the phone.
Creating this connection is challenging enough but if you rely on scripts and prescriptive formulas, building rapport will be almost impossible. No one enjoys speaking to a person reading from a script – you might as well talk to a robot. Instead of using scripts, we work to create a free flowing dialogue, something that we’ve seen produce results again and again.
Outbound doesn’t have to mean cold
Making outbound calls is an important part of telemarketing. However the challenges of connecting with a potential customer and creating a rapport are even greater when your call is unexpected. Outbound telemarketing is often known as ‘cold calling’ and as @marketingmo says, “the phrase “cold calling” sends chills down the spines of many business people. It’s often viewed as an intimidating, difficult, and boring process.” However, we believe that an outbound call is only ‘cold’ when it leaves the customer feeling cold. Rather than using scripts and formulaic questions, we use natural conversation and a two-way dialogue to leave potential customers feeling warmer about the brand and the opportunities it provides.
Intelligent data and intelligent questions
Outbound telemarketing calls are often made as part of a broader marketing strategy. In order for them to be successful, intelligent data needs to be used to identify potential customers who may be interested in the products and services on offer. As outbound calls are generally made at the beginning of a customer’s relationship with a brand, they may not know anything at all about the company in question. Likewise, the brand will have little knowledge of the needs and requirements of their potential customers.
Telemarketers can use intelligent questions to garner a huge amount of information from the customer. They can also use the opportunity the call presents to provide the customer with important information about the brand. By probing customers with insightful queries, telemarketers can identify the approach they need to take in in order to enthuse and excite the customer and take the business relationship to the next level.
Representing your brand with inbound telemarketing
One of the big ways in which inbound calls differ to outbound calls is that the customers telemarketers speak to are already familiar with the brand. However, in order for these calls to be successful telemarketers still need to warm up the relationship as quickly as possible. In most cases, customers making inbound calls will have spoken to rival companies before picking up the phone. This means the telemarketer has to make their brand stand out from the start. As with outbound telemarketing, a good way to do this is to ask questions in order to identify a customer’s needs and requirements. Listening and understanding are a big part of inbound telemarketing.
Inbound and outbound telemarketing can be incredibly powerful. It helps businesses to connect with their customers, boost brand awareness and find out a little more about their target audience. To find out more about the benefits of telemarketing, or to speak to our expert team about your business’ telemarketing needs, get in touch today.