The cost-effectiveness of telemarketing and appointment setting is
really dependent on your goals, industry, and intentions. While some get cautious
or hesitant, those who close their minds to wider opportunities risk missing
out. Done properly, telemarketing will give you better quality market
information than any other source. This, in turn, will benefit your appointment
setting campaigns. So why are these two types of marketing important?
Business to Business Telemarketing, Where Can It Work?
Telemarketing can form an integral part of a sales and marketing
campaign. Either as a tool for gathering the data that will be the
foundation for your direct marketing approaches. Or a follow up to other forms
of direct marketing. And maybe as an up-front weapon for identifying your best
sales prospects. The most common functions and creative uses of business to
business outbound telemarketing include:
Improving marketing data
At a basic level, this may include gathering the contact details of decision
makers. Furthermore, also their use of products and services relevant to your
market. But further probing can deliver more in-depth information perhaps on
distribution channels for example.
Cleaning your existing data
Well, it’s your data, but is it a valuable asset? Only if it’s clean,
usable and accurate. A professional team of telemarketers can ensure that your
data doesn’t embarrass you or let you down.
Using a team of dedicated telemarketers to do this tough, up-front work can
make be cost effective. And efficient than draining your sales executives. All
this allows them to focus on closing sales rather than chasing prospects. Also
phoning up prospects from follow up emails is proven to increase returns.
Sometimes by between three and seven times as much in some cases.
If you’re investing money in marketing events, perhaps a conference to
introduce your company. Maybe presenting a new product or service to potential
customers. Then telemarketing is an effective way to ensure the right people
turn up in the right numbers. This method is often used as a follow up to a
Point of sale promotion
For those distributing products through multiple channels, regular contact
with distributors or resellers has numerous benefits. And telemarketing can
come in handy. It can ensure that they are familiar with your products and have
the right marketing materials to sell them successfully. But can also achieve
the difficult goal of keeping your product/service at the forefront of their
This offers the opportunity to go beyond the type of superficial prospect
data held by most businesses. And also gain a full understanding of how
potential customers operate. Information on aspects such as their
decision-making processes and who they currently purchase from. This enables
much better tailoring of sales and marketing approaches.
Well while all of the above functions are relevant to existing and potential
customers. There is scope for more creative uses of telemarketing that have
particular relevance to previous/existing customers. For example, when you’ve
set up a new website, call your customers to introduce them to it. To this new
way of doing business with them. Or if you change your location or company
name, telemarketing can be the channel.
So what’s Telemarketing and Appointment setting Relationship to Other
Telemarketing is an extension, but not a replacement, for outside sales.
Effective use of telemarketing and appointment setting supplements inside sales effort
Telemarketing is used to support advertising functions, check the awareness level of the customer to the firm’s advertising campaign. And finally to assess the effectiveness of the advertising campaign
Telemarketing is a follow-up to sales promotion efforts of the company
Creating and maintaining effective customer relations through telemarketing and appointment setting.
So Well What Questions can you Ask Before considering appointment setting
Who am I selling to?
Remember not all leads are the same, so it is important to carefully
identify your targets before considering. Work with your own sales team and key
stakeholders to create an ideal customer profile. So you can tailor your lead
gen team to target the right prospects.
What do I want to accomplish?
So, do you want to expand into new markets? Similarly, do you want to
breathe new life into your sales process? Want to build brand awareness?
Outbound lead generation can accomplish many things in addition to growing your
pipeline. So make sure you know what you want to achieve before moving into it.
What Structure – in
Marketing or in Sales?
Appointment setting and telemarketing teams are great at fine-tuning your
messaging and generating leads. However, lead gen reps also work closely with
your sales reps, and must, therefore, be closely aligned with Sales. So it’s
important to understand this for execution and an effective campaign.
When do I
need more sales?
What is your time limit? How long do you want it to run? Remember a
prospecting team will not contribute results immediately it typically takes a
few months at times. So it is important to think and plan ahead if you want to
maximize your results.
So What Can Telemarketing and Appointment Setting Do?
Direct selling to customers, both retail and commercial
Perform seasonal selling
Special promotions and creating awareness
Setting appointments for field sales force
Reactivating dormant accounts
Opening new sales territories
Cleaning prospect lists
Developing prospect lists
Generating new leads
Backing up field sales force
Collecting overdue accounts
Positioning and pricing products
Refining engineering values or product development
Fine-tuning marketing strategies
Learning about competition
Maintaining customer/shareholder relations
Overcoming negative publicity.
Taking reservations (seminars, entertainment)
Tracking advertising/promotion/publicity among customers, prospects and third-party influences
Executive Assistant and Content designer at T3 Direct LLC
I have tailored my skills in all verticals of marketing & business development. I have mastered a niche in Lead Generation, Digital Marketing, organize/develop projects, team development, data analysis, & excellent customer service.
About us and this blog
We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.
T3 Direct is a company that produces corporate sales meetings, with a select specialty in some business to consumer aspects. Our mission is to connect people, places and ideas through sales meetings, events and interactive media. We help our clients reach their most important customers and prospects in the U.S. and Canada. We do this through face to face sales meetings as well as virtual options such as web conferences, SEO and SEM.