Small Business Marketing – 6 Ways You Can Use Telemarketing As Part of Its Business Growth Strategy

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Mention telemarketing for many small business owners and managers and are likely to see uncertainty, doubt and confusion. Many of them confused with telemarketing telesales. The latter is contaminated by the cold call, the pressure tactics used by some companies to sell everything from vacation timeshares for kitchens and furniture.

The only similarity between telemarketing and telesales is that both use the telephone as a means of communication.

Here are six reasons why you should use telemarketing in their mix of small business marketing

Appointment setting – the role of marketing is to take advantage of opportunities for sales staff. The best opportunities are derived from face to face meetings. Telemarketing is proven to deliver high-quality appointments with specific objectives, decision makers pre-qualified. In preparation for your appointments a good telemarketer has had numerous contacts with decision makers of your potential customers. They have built a good relationship and set expectations for their appointments are designed to maximize the results before you get to meet the customer.

Lead generation – telemarketing for lead generation is a less in-depth appointment setting. The objective is usually to contact a potential customer, level gauge potential interest and to provide a database of profiles of potential customers. You can still contact you or you can choose to commission a telemarketer to set appointments with the best prospects.
The construction of the database and cleaning – most companies acquire extensive lists of contacts and potential customers. Telemarketing is a great way to review, update and build your contact database.

Tracking – If you had to choose one of the keys to the marketing of small businesses that would be a complete and robust monitoring process. In the normal course of business almost every one of its employees make contacts and may receive requests for information about your company. In a marketing sense, each contact is manna from heaven. Track every contact has been shown to improve sales in a company after another. Telemarketers may offer a truly professional touch with the most up multiplying the benefits of monitoring.
The customer information – business owners think smaller than telemarketing tend to think of it as a tool to reach new customers. However, almost any marketing book you read will tell you that is between 6 and 12 times easier / cheaper / more profitable to sell to existing customers than it is to win a new one. Telemarketing for your existing customer base is an excellent way to inform them of all their products and services.

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Business Growth Is Optional?

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The business owner called and emailed me: “… I’ve never understood why business people are so obsessed with [growth], it just seems like an option for me …”. He is not alone – a significant proportion of owner-managers I work with or come to my business seminars oppose the growth of your business. Often, the reasons are the choice of lifestyle, the reluctance to employ more staff or the fear that quality will suffer.

Now some of them are unique, businesses or individual consultants for whom the term self is more appropriate. The following comments relate to the business owners, and I mean people who use and organize staff.

Here are my reasons, no order in particular, suggesting that growth is necessary for an owner-managed business:

1. To be convincing to the staff of an organization must have a vision of something bigger than just the people involved. They want to be a significant trip;

2. An organization must adapt, evolve and learn to survive in a changing environment. While a smaller organization can be more agile, often develop additional skills and abilities required for new people and do well and constantly requires the size to cover the costs of development resources (ie, resources not used by full production);

3. The largest members of a species generally get most of the food and selection of partners. Business is an ecosystem and, all things being equal, lose their larger competitors in the long term as improve margins through economies of scale and to spend more on marketing, product development and so on;

4. There are economies of scale at all levels within an industry (so that even small businesses need to operate more efficiently than its competitors even smaller);

5. Even if you have a unique advantage over its competitors is advisable to sell more, invest in the development of this advantage and therefore exclude competition in that space – or risk losing the advantage. Thus, a behavior for survival leads to growth;

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