Telemarketin

Aijaz Shahid
aijazshahid@gmail.com
fb: directmarketing1
03315575501

What is Telemarketing
Telemarketing involves the use of the telephone
for the marketing purpose.

Sometimes, Telemarketer may not actually be

selling anything, they could be conducting
market research or making a customer follow up
call after a sale

Source: google

The representative uses the telephone to

directly convince the customer(s) over the
buying of some kind of product or service with
the complete information and detailing session.

The Scope of
Telemarketing
Selling
Selling-Outbound

Proactive marketing in which prospective and preexisting

customers are contacted directly

Examples: Banks, Metro etc

Selling-Inbound

Reception of incoming orders and requests for

information. Demand is generally created by advertising,
publicity, or the efforts of outside salespeople, directresponse television advertising, print placements, or
direct mail.

Examples: Customer Service Centers, KFC etc

Setting qualified appointments

Setting qualified appointments involves
calling prospects, qualifying them, and
setting appointments for salespeople.
Examples;
Insurance
Companies,
Credit Card/Loan Departments

Generating Leads
Lead generation provides a source of
information about prospects who have
expressed an interest in the product or
service offered by a firm.
As a result, the prospect is contacted by
a sales rep or is sent more information to
stimulate a sales.

Surveying
Telemarketing surveys are a popular
way for companies to conduct market
research on the general population, as
well as their customer base.

Providing customer service

Customer service is the provision
of service to customers before, during
and after a purchase.
Customer support is a range of
customer services to assist customers
in making cost effective and correct
use
of
a
product. It
includes
assistance in planning, installation,
training,
trouble
shooting,
maintenance, upgrading, and disposal
of a product.

Advertising (Public Relations)

Advertising calls are scripted in much the
same way s general advertising copy.

The caller communicates information

about a new product or service or a
modification to an existing product or
service.

Pursuing Collections
Credit department telemarketing does not
sell a companys product or service.
Rather, it pursues receiving payments

Integrating
Telemarketing with other
Telemarketing and Print Advertising
media
Many newspaper and magazine
ads feature
either a local number or an 0800 number for
getting information or placing an order.

Telemarketing and Yellow pages

Advertisers buy space in the yellow pages just
as they do in magazines or newspapers. With
a single space order, they can get either
national coverage in many directories or
regional coverage in jus a few.
Telemarketing and Catalogs
Telephone ordering, especially the 24/7
variety, has been a boost to catalog business.
Catalog have enjoyed considerable success
with 800 numbers because they offer callers
toll-free ordering privileges.

Telemarketing and Direct mail

Telemarketers have learned that providing
direct mail recipients with the choice of
either making a toll free call or returning a
reply card increases the total response to an
offer.

Telemarketing and Television Advertising

TV offers exciting opportunities for selling
goods and services directly to the consumer
by linking the TV ad with the telephone.

Telemarketing and Radio

Radio has the advantages of specific
program formats, which lead themselves to
market segmentations, and low cost for its
time periods. The key to success in radio is
selecting the correct station format based on
the audience the firm has decided to target.

Service Bureaus Versus

In House Telephone
Operations

In House Operations Vs
Service Bureaus

Conducting an activity or
operation within a company,
instead
of
relying
on
outsourcing.
A firm uses its own employees
and time to keep a division or
business activity, such as
telemarketing, financing or
brokering, in-house.

A service bureau is a company

which
provides
business services for a fee.

The service bureau's value to

its customers is a combination
of technology, process and
business domain expertise.

Their business model is based

on their ability to productize
their services and deploy them
in volume to a very large
customer base.

Service Bureaus
Advantages of Service Bureaus
Low initial investment
If a firm elects to use a service bureau, it pays for the
program only on a short-term or limited basis.
Large investment involved for creating a telemarketing
unit, which includes the need for more employees,
telephones, and lines, and other additional equipment.

Fixed operating costs

A service bureau offers a defined rate schedule, allowing
a company to project exactly what the operation will
cost. There normally is a setup charge, but the amount
of that charge depends on whether the firms' program is
inbound or outbound and the nature of its complexity.

Quick start
Telephone service bureaus can quickly implement a
telemarketing program.

Time flexibility
Service bureaus generally offer
24/7 service for inbound programs
and as required by law, restricted
hours for outbound calling. This
means that outbound activity tends
to occur during the day and in the
early evening, while customers
may call to place orders at any
time of the day or night.

Disadvantages of service bureaus

Lack of direct control
A firm does not have direct control of
the operations, this may lead to
problems in precisely implementing
some aspects of a telemarketing plan,
including specifies about operator
training and monitoring.
Lack of direct security
Because a service bureau is at an
external location, a firm does not have
its customer information in its
exclusive possession.

Lack of employee loyalty

Service bureau employees work first for
the bureau that employs them and
second for the firm that pays for the
bureaus services.

Mass market approach

Because
bureaus
are
volume
businesses, the quality of work for any
one firm paying for their services can
suffer.

Caliber of personnel

Service Bureaus control their cost

mostly by paying the lowest possible
wages to their telemarketing staff. As a
result they do not always attract the
most motivated or qualified people.

In House operations

Managing & Motivating

Telemarketing
Representatives

Management
Preparing Job Description
Includes more general idea of what the
employee need to accomplish in a specific
position: maintain the safety of the livestock,
oversee maintenance on the farm, etc

Determining Job Responsibilities

Includes specific actions that employee would
be required to complete as part of the job:
riding horses, feeding and grooming horses,
tending to the cattle, etc

Establishing
Performance
Expected Performance Levels
Providing Feedback

Measurements

and

Motivation
Recognition
Compensation
Other type of motivation

Federal Trade Commission

FTC
The Federal Trade Commission (FTC) is
an independent agency of the United States
government, established in 1914 by
the Federal Trade Commission Act.

Source: wikipedia

Its principal mission is the promotion

of consumer protection and the elimination
and prevention of anti-competitive business
practices

Federal Trade Commission

FTC Telemarketing Rules
Coverage
Disclosure Requirements
Prohibited Misrepresentation
Prohibited Conduct
Assisting Telemarketing Fraud

THANK YOU