Telemarketing is a very important field in the use of new information technologies applied to business development. This article hopes to make a brief exposition of its most important characteristics.
Telemarketing is a direct marketing strategy that seeks through the use of communication instruments (especially the telephone), to reach the various users personally by offering products or services to face the difficulties of increasingly competitive markets, treating the same time save marketing costs and improve effectiveness in introducing products for sale.
The use of communication technologies to have direct, efficient and rapid contact with users "creates competitive advantages in the business world", replacing or complementing the use of traditional forms of communication with the client such as personal advertising, the use of direct sales or the need to have branches or special points of sale. Generating added value to customers who will be satisfied with the increased speed in the provision of services accompanied by the convenience of avoiding travel to be served at branches, points of sale or department stores.
Advantages in the use of telemarketing:
- Cost reduction: A telemarketing team is cheaper and more controllable than a group of salespeople avoiding transportation costs, food or promotion. Another important factor is the current trend of decreasing costs related to communication, especially telephone expenses thanks to competition and improvement in information systems. Personalization: When you have a large user database, (including preferences), there is the opportunity to personalize services to people, with the opportunity to provide timely and reliable responses, increasing the productivity and efficiency of the organization itself.Rapidity: When a purchase or service order is made, the person who attends the call (or communication),has the opportunity to communicate directly with the production or logistics parties, increasing the reaction capacity of the company.
It is understood that to have a successful telemarketing department certain characteristics will be necessary:
Technology: Adequate in communications, reliability, and speed. With precise and functional databases, logically accompanied by specialized and functional software.
Work team: You need a good team of "telemarketers", with extensive knowledge of the product, marketing and promotional skills.
Order: To properly personalize the service, it is necessary to have order with the requests, complaints or claims of the users to attend them correctly and that they are satisfied.
Speed: A key factor, many times when making inquiries by phone, we find boring songs, transfers to dependencies that do not correspond to the needs or lack of staff, these inefficiencies drive customers away and make them reluctant to use the phone to buy, consult or find out in companies.
Promotion: To make the telemarketing service known to users, seeking to demonstrate the ease, efficiency and comfort for the user.
Among the different care options are:
Taking Orders (sale by catalog): Receipt of purchase orders.
Operation table: Customer service to provide information.
Attention to Claims and / or Suggestions: To be resolved as soon as possible.
After Sales Services: Supplies, maintenance or parts etc… (they are just some)…
A key factor when carrying out promotional strategies over the phone will be tact and opportunity, taking advantage of special dates to offer special products, offering different objects and above all "making the user feel as exclusive or special."
Telemarketing is an important competitive tool, being part of the "quality improvement" strategies of companies, as markets become more specialized, complex and competitive every day, awareness must be made of the importance of serving each client as an individual not generalizing sectors but personalizing users.
Notes, sources and resources
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