Outbound telemarketing involves two categories based on the type of customer a company is targeting; business or consumer.

Business-to-business agents need to be adept at speaking with a company’s gate-keepers; the administrative assistants or receptionists who filter sales calls to the company’s decision-makers. Agents should acquire an in-depth knowledge of the services you offer and have the ability to effectively communicate the benefits of your business services.

Consumer telemarketing requires the ability to engage prospects in a friendly manner and dispel doubts and objections while building the prospect’s perceived need for your company’s product. Within these categories, outbound telemarketing encompasses many other related services, such as:

Appointment setting - an agent will confirm that a prospect is interested, and use an online scheduling program. The call center can also send out reminder emails or voice messages as the appointment date nears.

Lead generation and qualification - outbound telemarketing services can gather and verify data on prospect who have demonstrated an interest in your services.

Up-selling and cross-selling - agents can suggest value-added services based on a customer’s interests and previous purchases.

Lead nurturing - telemarketing companies will continue to contact prospects who do not purchase on the initial sales call, offering additional information and discount offers to retain the prospect’s interest throughout the sales cycle.

Customer retention programs - Your outbound telemarketing provider can maintain contact and help you build a relationship with your existing customers through a program of periodic follow-up calls.

Advantages

Telemarketing has the invaluable advantage of personal human contact, which cannot be said of many other direct marketing methods. According to Robert J. McHatton in Total Telemarketing, "used correctly and by professionals, the telephone is the most cost-efficient, flexible and statistically accountable medium available. At the same time, the telephone is still very intimate and personal. It is individual to individual."

Outbound telemarketing is an important tool when it comes to customer care. Telemarketing agents can contact your customers to make sure they are getting the most out of your services, and to ask if they have any questions or concerns. Agents can keep your customers abreast of your latest deals based on their interests, and provide useful information relevant to their concerns.

When an agent is on the line with a customer, they have the ideal opportunity for cross-selling/up-selling offers targeted to that individual. Skilled outbound agents are adept at finding the precise moment to successfully transform a customer service call into an opportunity for a sale.

After the initial sale, your outbound telemarketing services provider can continue to engage the customer with communications such as customer satisfaction surveys, which are an excellent means of gathering information regarding your clients’ needs areas of interest, allowing you to create more targeted future messages.

Telemarketing has the advantage of providing immediate feedback, giving you the opportunity to analyze the services and make changes as needed. Telemarketing scripts are very flexible and can be readily changed as your marketing strategy evolves. Outbound telemarketing can be be easily customized to appeal to your target market.

Outbound telemarketing achieves faster results than any other form of marketing. A sales letter may remain on your customer’s desk for days before they take action. Skilled sales agents, on the other hand, can help customers to reach a buying decision on the initial call.

Although the cost of a telemarketing campaign is greater than that of a direct mail campaign, response rates from outbound telemarketing are twice as high as direct mail response rates, making telemarketing the more cost-effective choice.

Outbound telemarketing also allows businesses to avoid travel expenses associated with in-person sales. Closing a sale through telemarketing typically costs less than one-fifth of what it would cost to send a salesperson to make a sale in person.

Telemarketing can be used as part of a comprehensive marketing strategy that integrates advertising and personal sales visits. For example, a business mail a flier with introductory information, then follow-up with a telemarketing call to gauge the prospect's level of interest, and set an appointment for a salesperson to visit.

Outsourcing your outbound telemarketing services can be much more cost-effective than managing an in-house outbound telemarketing department. It also eliminates the time and expense required to interview, hire and train outbound customer service agents.

Outsourcing also allows you to offer 24-hour customer service availability, which might not otherwise be economically feasible. Using outsourced customer service and sales agents lets you focus your efforts on other aspects of marketing your business.

Disadvantages

The outbound telemarketing industry has been affected by negative press coverage due to abuse of the system by disreputable marketers. As a result, governmental regulations such as the Do-Not-Call legislation have been activated to protect consumers. This does not need to have a negative impact on your telemarketing campaigns, however, if your service provider remains in compliance with the laws.

Excessive telemarketing calls can be annoying to consumers and businesses, but if you chose a provider whose agents demonstrate a high degree of professionalism, courtesy and discretion, the majority of calls to your prospects should prove successful. Your provider can take advance measures to qualify leads, ensuring that agents contact only those who have expressed an interest in your products or services.

Additional Resources:

• http://www.insideup.com/wiki/Outbound-Telemarketing-Services-Glossary
• http://www.insideup.com/wiki/Outbound-Telemarketing-Services-