Having fallen somewhat out of favor, the use of telemarketing in conquest strategies is enjoying a second life. Because the interactivity it allows, the speed of setting up an operation and the ease of evaluating its impact – the ROI calculation is almost immediate – make it particularly agile. And also because the quality of dialogue it establishes makes it a pre-sales tool with undeniable benefits. Finally, because coupled with other tools in a more global system, relying in particular on effective digital marketing, a well-thought-out and well-executed telemarketing operation can sometimes achieve impressive performances.
Telemarketing, an unpopular device
After a golden age in the 80s and 90s, the image of telemarketing has continued to deteriorate. Who doesn't remember being harassed by some kitchen designer or conservatory manufacturer? Or receiving costa rica mobile database calls from telemarketers mumbling in a barely comprehensible way a script they've already heard 100 times?
In B2B, blocking instructions have become systematic, resulting in a decline in the exploitation rates of a file. Often now considered too costly and sometimes too intrusive, telemarketing has gradually fallen into disuse, and the term itself has a 20th century feel.
1min30 to make the person you are calling understand why you are calling them
However, this desert crossing could come to an end: particularly in B2B, brands are starting to reconsider the telephone tool. But for performance to be evident, the B2B telemarketing system must obey several rules, which contribute to the same objective: to propose the right offer to the right person at the right time. This rule is even truer for telephone calls than for other channels: mass operations with a single call script are no longer suitable today. The person receiving a call must very quickly understand why they are being called, and at that time, as well as the relevance of the proposal made to them in relation to their current needs.
First factor for the success of the operation: the ability to target according to the appetite for the offer is therefore of capital importance. Secondly and concomitantly with the first point, it is necessary to have a quality file. Finally, the other conditions for success are based on business expertise: qualities of the salespeople, development of the right call scenarios, testing of tools, analysis of results and reframing, etc.