Telemarketing, a concept that becomes a landscape
When we're part of a company or project, we sometimes become mechanical with some tasks and even stop updating the knowledge acquired at the beginning of the process.
Therefore, it's important to periodically investigate what's new in a process, activity, or strategy, as well as to refresh concepts and theories we use daily in developing tasks.
Telemarketing is one of those concepts linked to the Call Center, and it's worth reviewing its advantages, types, and key points, and perhaps finding something new to enrich your existing knowledge.
#Telemarketing
We start from the fact that telemarketing is a form of direct marketing where the telephone is the main tool for establishing a company-customer relationship.
This relationship can have several objectives, including: sales, updating data, responding to PQRS or setting up an appointment.
However, it's important to clarify a common misunderstanding: telemarketing and telephone sales are two different topics. On the one hand, telemarketing aims to achieve campaign goals, while telephone sales is just that: selling.
Currently, telemarketing has gained momentum due to the increase in demand caused by Covid-19, which has led many companies to implement this system in their processes to maintain and retain their customers.
Of course, without ignoring the economic sectors that otherwise must implement a Call Center in their customer service process, such as internet and cable television service companies, financial companies, healthcare companies (EPS – IPS), among others.
Advantages
And there are many advantages for a company to have clarity in the campaign implemented through telemarketing.
The first thing is that the interaction is personalized, so the customer will feel how important they are to the company. It's also an immediate connection, so negative or positive information can be handled immediately.
It's an easily accessible medium, so call center operations don't necessarily have to be located at the same location as the customer. Furthermore, calls can be evaluated using indicators that measure their effectiveness.
The advantage of being able to offer the customer different products, each with its respective detailed but summarized information, cannot be overlooked—only relevant data.
And last but not least, the advantage that telephone sales offer for the company is that it allows for expanding the coverage of the physical store.
Now, these advantages become evident when the company is clear about the objectives outlined in its telemarketing campaign, allowing it to know what type of telemarketing it is implementing.
Considering that WhatsApp is not a new app, having been launched in 2017, another challenge that businesses, specifically in Brazil, must already be addressing is payment through this tool, transforming it from a communication channel to an online shopping channel in the future.
Types of telemarketing
Two classes have been defined:
Receiving calls:
The objective of this action is to receive the call from the client, who must be treated kindly in order to provide an appropriate and timely solution.
Call issuance:
This action is fulfilled by three objectives: marketing, promotion or sales, and reputation and image.
And what can be done to make telemarketing effective?
Here are five tips to help you achieve that goal.
1. HE must be consistent in strategy, evaluate and correct points that do not benefit the campaign objectives.
2. Be prepared for negativity, Having a list of arguments on hand to refute the client's negativity is a very helpful tool.
3. Convince the client with confidence in the argument and clarity in responding to any questions that arise, always providing the product as the best on the market.
4. The above is linked to this point: attention based on the differentiating factor of the product/service which makes it the winner in the market.
5. It's important to remember that the best way to reach a customer is through emotions, so always show empathy in conversation without overdoing it.
Fountain:
Content Writing by: Isabel Uribe
#We invite you to read our blog post «"Technology, an ally in this pandemic"»
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