CASE STUDY

TELEMARKETING
 WHAT IS TELEMARKETING?
 Method of direct marketing in which a salesperson solicits
prospective customers to buy products or services, either
over the phone or through a subsequent face to face or
Web conferencing

 The purpose of telemarketing is to make a sale

 Telemarketing may be done from a company office, from

a call centre, or from home

 It may involve either a live operator or a recorded

message, in which case it is known as "automated
telemarketing"
 An effective telemarketing process often involves two or
more calls. The first call determines the customer’s
needs. The final call motivates the customer to make a
purchase

 Charitable organizations, alumni associations, and

political parties often use telemarketing to solicit
donations

 Marketing research companies use telemarketing

techniques to assess market acceptance of or satisfaction
with a particular product, service, brand, or company
TYPES OF TELEMARKETING

 Outbound telemarketing

 Inbound telemarketing

 Business to Consumer (B2C) telemarketing

 Business to Business (B2B) telemarketing

 Automated Telemarketing
 ADVANTAGES
 Provides a venue where you can easily interact with
the prospect, answering any questions or concerns
they may have about your product or service

 It's easy to prospect and find the right person to talk to

 It's cost-effective compared to direct sales 

 Results are highly measurable

 You can get a lot of information across if your script is

properly structured
CONTD………

 If outsourcing, set-up cost is minimal 

 Increased efficiency since you can reach many more

prospects by phone than you can with in-person sales
calls

 Great tool to improve relationship and maintain contact

with existing customers, as well as to introduce new
products to them 

 Makes it easy to expand sales territory as the phone

allows you to call local, national and even global
prospects.
 DISADVANTAGES

 There is a high acquisition cost per sale for purchased

prospect lists that typically contain many unqualified
prospects

 Telemarketing has become a nuisance to many consumers

 Telemarketing has a negative image and that negative

image can tarnish your business reputation

 Its all about the people performing the call. If they don't
have the right training, the outcome will be poor, as a result
destroying your business' credibility
CONTD……….

 If hiring an outside firm to do telemarketing,

there is lesser control in the process given
that the people making the calls are not your
employees 
 May need to hire a professional to prepare a
well-crafted and effective script 
 It can be extremely expensive, particularly if
the telemarketing is outsourced to an outside
firm 
ANSWER TO QS 2

No, the telemarketing industry could not

have prevented the Do-Not-Call Registry
 When a company launches a product
through telemarketing, it initially attracts
customers
 But when the concentration and frequency
of calls increases, companies tend to attract
retaliation from the customers, which is
what led to the Do-Not-Call Registry
ANSWER TO QS3
 Consumer goods
 Newspaper
 Restaurants
 Internet Service Providers
 Telecommunication
Customer Services