Telephone marketing on its credibility is not inferior to
private sales, reducing the time required, materials and transportation costs.
Telephone service provides full two-way contact (if it is not an advertising message
recording on film), during which the client can ask their questions and receive
satisfactory answers. If the marketer understands that a person does not belong
to the circle of potential buyers, then it can quickly roll contact. Live chat
for a few minutes provides more features than the 30-second commercial.
According to statistics, the number of responses to telephone marketing is much
higher than the level of responses to advertisements in the media.
By telephone marketing minus is molestation phone calls. In
most cases, if the call is not relevant to the consumer, it causes a negative
reaction. Especially irritating subscribers proposals coming to the recording
on the tape. Some phone companies in the West, provides users with a deviation
of calls from promotional offers using ID number. Despite the shortcomings of
telephone marketing, more and more businesses are using it in their practice.
Two types of telephone marketing: inbound and outbound
Inbound telemarketing provides the buyer, and this kind is
impossible without preliminary organizational phase, where the bulk of the work
falls on direct advertising. Moreover, the peak consumer activity occurs
immediately after the filing of the advertising message: if advertising on
television has passed, the bulk of calls are coming in the next 10 minutes.
Companies that fail to advertise their products or services constantly, simply
can not cope with the flow of calls for technical reasons: in addition to the
psychological readiness is necessary to have more, and related equipment,
capable to cope with the massive calls. Therefore, they most often turn to the
specialized agencies, where the calls are professionals.
For outgoing telemarketing calls to potential customers
perform themselves the representatives of the company. It is this kind of
marketing and causes the most rejection by the consumer, especially if it is
not professional. In order to reduce the resistance of the potential client and
improve the efficiency of communication, it is necessary to take into account
the properties of auditory perception:
treatment must be
simple and easy, without flowery speed and the use of specific terminology, if
you do not chat with a specialist;
treatment must be
short: no one wants to discuss your proposal more than 2-3 minutes, it is also
useful to warn the customer immediately that you will not take him long;
do not need to
indulge in a detailed and complex description of the properties or the function
of the goods offered - that information can be sent direct mail advertising;
treatment must attract attention from the very first seconds
of conversation. You should consider the phrase of appeal, which would contain
a highlight of your proposal, it was she who had to convince a potential
customer to listen to the caller.
And then, "He who has ears, let him hear," and
will probably become a regular customer.
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