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Telemarketing is a marketing technique that involves contact by telephone of an advisor representing a company to offer information about its services or products, and a potential client.

Telemarketing has been used for years and is in continuous technological adaptation. This intensified with the appearance of promotional activities related to these that have allowed it to adapt to the new circumstances.

The contact is carried out by telephone, and the list corresponds to the databases of the company itself or lists that are acquired to carry out these practices.

The history of telemarketing

Its history dates back to the year 1881 at the hands of a Berlin pastry chef, called Kranler who decided to offer his customers by telephone the products he had created. That brought him a considerable sales increase.

In spite of this, until the year 1962 this technique was not used in a majority way. He was responsible for the car company, Ford, Lee Lacocca who commissioned a telemarketing campaign whose goal was to contact 20,000,000 people to get two interviews a day for its 23,000 sellers. This staging allowed him to achieve a high number of sales, and repeat the procedure since then.

In the 80s and 90s, there was a tremendous growth in telemarketing, companies took note and internally adapted their conditions to implement this technique. The other option was to hire external companies to do so.

Why use telemarketing in a company?

These are some prominent reasons:

- The databases allow greater segmentation in terms of potential customers, and their characteristics: age, sex, city... This allows the approach to the public that interests a product or service to be more effective.
- Better comunication. Being able to speak through this medium with a person improves communication, and customer service to resolve possible doubts.
- Complement to visits. It can be a complementary element or even substitute for visits that are carried out in the cold door.
- Opportunity to sell other products. Calling for a specific product may not work, but in the course of the conversation the needs of the client may come up, and suggest other types of products or services. You can even add the related ones. For example: a bed, a cushion, a box spring...
- Get information If the person who answers the call gets involved in the conversation, it can even be used to provide additional data and information that can improve business services.
- Constant monitoring. If it's found that the telemarketing campaign doesn't work, it's something that can be changed immediately and assess what has happened in real time. It doesn't require an extensive time to check results. It's something much more immediate.

Telemarketing is a technique that although it's associated with persuasive calls for sales, it can serve as customer service specially for the number of online stores that swarm in the network. In addition, it can serve as a means of communication to add improvements to the company based on the opinions of the conversations held in this telemarketing process.

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