Wednesday, September 12, 2012

Telemarketing Could Be The Only Channel For Some Prospects

Despite how highly advanced our world seems to appear, there are times when you end up resorting to old ways like telemarketing. In fact, it won't even be you who'll consider the phone first when it comes to contacting another business.

There are just some businesses, through no real fault of their own, who end up getting cut off in ways that are a little beyond the comfort of this internet-driven society. Furthermore, these aren't people you should ever make fun of. No matter what their situation, a business is still a business and you should view them equally and objectively. You should even consider yourself lucky that they're still reachable via telemarketing and not some more ancient forms of communication. (Carrier pigeons anybody?)

Below are just some very valid reasons why the phone could be a business' only means of contact:
  • Less computer use – It's not like the entire world literally revolves around computers and the internet. Some industries still dabble in completely offline work activities that can keep them hours or even days from sitting in front of a computer. In some cases, the only time they will get in front of a PC is when the work day is done. It's also for this very trait that make certain types of small businesses difficult to market to. 
  • Not always in the best mood – Speaking of which, once the work day is done, they're not always in the best mood. Worse still, it's doubtful that even telemarketers can call them by then. You need a marketing tool that can get their interest when their minds are oriented on work but not necessarily disturb their job. 
  • Not enough time – Some decision makers are just too busy to read an email or browse a website, much less make a response to either. Time is ever of the essence in lead generation but that also includes the time of your prospects. A phone conversation can happen more quickly and, as demonstrated above, is more easily initiated when digital marketing cannot. 
  • Can't afford it – Some businesses don't even include any form of computer system simply because they can't afford it nor deem it a necessary tool for their kind of work. There are also businesses who use computers for strictly defined purposes that don't include internet surfing. Their phone however might be a lot less restricted if your telemarketers know how to talk to a gatekeeper. 
The best part is, just like online marketing, you can outsource the process to a telemarketing company. The lowered expenses should only give you more obligation to reach out to these prospects because:
  • They can be less informed – Despite their limited internet time, there is indeed more information being shared on the internet. A prospect that is often out of reach has lesser and lesser opportunities to stay well-informed. For example, if you're in the business of offering some form of management solution, your out-of-reach prospects could be those making age-old mistakes. Don't be sure that whatever they deem as a necessary source of information is reliable enough to inform them. 
  • They might even want your call – Some decision makers can be so cut off and feel so lost in their business that calls like yours could be an answer to their prayers. It's not like all of them want to stay uninformed. 
No matter how outdated it sounds, always focus on what works. It's still possible for telemarketing to remain the only channel for some prospects.


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