Throughout the 20th century, telemarketing has developed its different methodologies, evolving and responding to the needs of companies and society. During this time, and as occurred with the rest of the variants of marketing, communication and advertising, the strategy has been defined and positioned as the key element for the success of the activity.
The value of strategy in a contact center
In the field of telemarketing, as in exploring the social and economic impact of chinese canadians in canada other marketing disciplines, strategy is the fundamental pillar on which to build the different actions and tactics, using the most appropriate tools in each case.
Before launching a telemarketing campaign, we must go through the design phase, during which we will take into account a series of variables that can guarantee a relevant success rate. Although this design phase is not long in time, it must be exhaustive in terms of planning.
Keys to an effective telemarketing strategy
When designing a telemarketing strategy, we must take into account a series of variables with the aim of guaranteeing a relevant success rate, which compensates for the efforts in economic and human resources for the sake of profitability and success.
Target audience
The first thing we need to be clear about is who we are targeting. Using different methodologies, it is possible to carry out a more or less exhaustive segmentation of audiences depending on the objectives of each campaign.
Database
Having an adequate, clean and updated database is another key to success in any telemarketing strategy or one that involves contact with the client.
Objective of communication
Having a clear objective is the cornerstone of any telemarketing strategy.
Argumentary
The sales script or argument is one of the most important materials to take into account. The argument must be solid and capture attention.
Equipment
The team in charge of making the calls will be the equivalent of the brand image during the call. Therefore, it is essential to train the team in how to address the customer.
Process and deadlines
After a sales call, and especially if it is the first contact with the client, it is possible that commitments may be made with the client regarding a second call, further information by email, etc.
Motivation and perseverance
It is essential that the team is continuously motivated. Of the dozens of calls made in a day, most will most likely fail to achieve their stated objective.
