Telemarketing has gotten a bad rap, because the people who do it do it wrong.
I coined the term ‘relationship telemarketing’ when I was working at MCI, and then Sprint, selling long distance telephone service. Worked very well.
We’ve used it on political campaigns, too.
Prior to starting it on telemarketing, I used relationship marketing to sell Porsches and BMWs. Worked very well, which led me to try it on telephone service.
So, how does it work, and why is it different?
First, identify yourself and your company. No come-ons or lying. Speak slowly, so you can be understood.
If you get a voicemail, ask if that person (use their name) if he/she would call x and discuss ____product or service (or even a politician) and why they should (USP, special promos, etc.
Second, if you get a live person, ask the person if he/she has a minute. This is critical, because the person won’t expect it. It’s called a pattern interrupt.
If yes, ask them what you want to ask them (don’t just spew out product or service details, which may not be relevant) to find out what they think of your product or service. Or if they even know about it. Use these perceptions in other marketing you do. You won’t waste money.
If no, thank them for their time and move on. Don’t keep talking.
Rinse and repeat this pattern. What you should find is that your customer relations improve, your business improves (because you’ll get new customers) and your telemarketing person(s) are happier because they don’t have to browbeat people.