Tuesday, October 2, 2012

Why Telemarketing And Promos Don't Always Mix

People think that telemarketing is all about promotion. That may be so but that is a little different from saying that every telemarketer comes to you with a promo. The image of a telemarketer coming to you flinging pitches alongside promised discounts with call-to-action isn't always accurate.

A Lead Generator Gets More Expensive With Promos

Promos are, in fact, a sort of gamble. Fortunately, unlike gambling, you are not leaving everything up to chance. It just so happens that there remains risks when it comes to, for example, cutting the costs of your products and services. The costs of lead generation can shoot up to frightening levels if such a promo is not properly controlled. This type of strategy is not even all that complicated. You lower your prices for a particular time in the hopes you can make up for the reduced payments in terms of more customers.

Taking such risks all the time however does sound a bit counterproductive to any telemarketing group that prides itself already in terms of low costs. And if they do not get enough customers, they might struggle with a lower return in terms of sales.

Promos Only Help The First Step Of The Sales Process

As you can see, one main purpose for promos is to attract more customers even from B2B markets (like if you're a wholesaler for example). On the other hand, is a high number of potential clients the be-all, end-all of your marketing strategy? Telemarketers will tell you otherwise. It is only the first step of the process. The other steps they need to consider are:

  • Qualifying these prospects – One downside to promos is that they might attract those who are only after the freebies and discounts. They may not be considering other factors like if a service or product would even result in real customer satisfaction. The same applies even if you are using outsourced telemarketing for your own business and not just telemarketing itself.

  • Considering long-term business relationships – Many B2B industries do not just depend on the closed deals of salespeople. They depend on long-term business relationships because that is when actual money and actual services/products start to exchange. It is also where the real challenges start to rise up in terms of customer satisfaction and handling complaints.

B2B telemarketers are not always focused on pure numbers and dedicate their tools to attracting many customers at the cost of their own company (and yours, to an extent). They can focus on quality over quantity as well and that is why they do not always mix with any strategy that is just about attracting hordes of customers at a cost. You can promote and draw attention to your business without necessarily declaring big discounts and pushy calls for hasty decisions.

As a matter of fact, you can see that the entire B2B sales process does not always mesh well with promos even though telemarketers themselves fit right in. It just goes to show that you're better off focusing their skills on your B2B sales leads instead of mixing them up with promo tactics.


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