An article today on the BBC news website reports that a survey by Which? found three quarters of consumers want cold calling to be banned.
Although cold calling is not an illegal practice, many householders find cold calling is “at best a nuisance and at worst and intimidating intrusion into our lives”.
So should telemarketing be used as part of a company’s marketing strategy?
Definitely! It remains an effective way of reaching customers and prospective customers but should only be used where they have indicated they are prepared to receive such calls. Businesses who use telemarketing should regularly screen their data to ensure consumers and businesses signed up to the TPS (Telephone Preference Service) are not contacted. This is essential – contact could result in a large fine! Yes – there is a Corporate TPS too. Business can also opt out of receiving sales calls.
By telemarketing to those customers who are happy to talk by phone you will save your reputation and budget. You will more accurately target your message by only speaking with those people who want to listen.
Do your research.
Buy a targeted list. If you are a double glazing company don’t call a list of rental properties to try and sell tenants windows. Don’t try and sell landscape gardening to top floor flats.
There are other ways to improve your telemarketing activity and communicate with businesses and consumers that will benefit from your services.
Don’t use regimented scripts; they can instantly wind consumers up. Don’t use automatic diallers that result in “silent calls”. This can be extremely frightening for householders.
Also, other marketing methods can be used to support your telemarketing activity. Direct mail (again, accurately targeted and with a good offer!), internet marketing, advertising and generating a word of mouth “buzz” about your service through effective PR and branding are all tactics that should be used as part of your marketing campaigns.
To get your database TPS screened, buy targeted data lists, run a non-scripted and friendly telemarketing campaign or discuss other effective marketing campaign options then… contact us!
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