One of the components that are part of direct marketing is telemarketing or telephone marketing. This marketing mix action is the way companies have to directly contact their customers.

For this, they use the telephone service and with this, they intend to increase both the sale of their products and their profits. Also, it is an excellent platform to publicize the merchandise to your target audience, get first hand your opinion about the quality of your offer and identify your needs and requirements.

Telemarketing is a modality that is frequently used in combination with other forms of announcement campaigns, such as those carried out through mass media, e-mailing and similar ones.

Benefits of using Telemarketing

This marketing tool has gained great momentum from the telephone collection lines, where customers can communicate free and directly with the center of attention of a company. With this, in addition to facilitating communication and obtaining information, organizations demonstrate to consumers their interest in providing the best service and quality.

On the other hand, telephone marketing also strengthens the work of the sales force, promoting events, providing after-sales service, confirming receipt of orders, confirming interviews, in addition to many other applications.

In general, companies manage a database with the contact information of their customers, it can be completed until it is completely robust, through previous records in the company’s portals and social networks, purchases made previously, subscriptions online, and even you can buy records of potential customers.

These databases have the characteristic of being able to be segmented, that is, to divide them into sectors according to the type of client, based on different types of aspects, such as sex, level of studies, age, place of residence, country, frequency of product use, purchase history, tastes, interests, and many other variables.

The intention of this is to achieve a classification of customers in such a way that a specialized marketing strategy can be designed for each segment, saving time, resources and commercial efforts, as well as being more certain that consumers buy the product or acquire the product. service.

Telephone Marketing Functions

Telemarketing fulfills many functions, some of them are:

  • Maintain the loyalty of frequent customers.
  • Capture the attention of potential customers.
  • Publicize new services and products of the company.
  • Give advice to consumers.
  • Maintain an open link with customers and ensure direct communication with them.
  • Promote the goods and services offered by the company.
  • Advertise the products.

Techniques for Telemarketing

According to its products and characteristics, each company has its policies to apply telephone marketing. However, there are some common to all, including:

  • The person or operator who performs telephone marketing tasks must maintain an objective and honest position.
  • Maintain a warm tone of voice.
  • Use appropriate language, without saying bad words and with good style.
  • Customer treatment must be very respectful, trying not to bother or change it.
  • Determination and perseverance are very important, but even more important is empathy and knowing that you have a reduced amount of time to attract the customer.
  • That is why it is important to always keep in mind the main objective: the client and his needs.
  • It is also important to be natural, however, it is advisable to follow a prepared outline of what is going to be argued to convince the consumer.
  • Another required quality is to strengthen resistance to feelings of failure.
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