The startup of a telemarketing program, no matter how big or small, represents a major milestone in any sales-oriented organization. It signals the organisation’s decision to leap into the future. A well thought-out telemarketing plan results in a successful program and improved sales.

• What is Telemarketing?

The very first step, a starting point, is to make sure that you fully understand what telemarketing is and what its limitations are in respect to your organization. An accepted definition of telemarketing is ‘ the planned use of the telephone to assist in the sales of your products or services.’ Another definition is ‘ using the telephone for marketing purposes, especially to make appointments with potential buyers to discuss with them new business situations and opportunities.’ It should be viewed as an important part of your overall sales and marketing strategies.

There is a difference between telephone selling and telemarketing. Telephone sales can be summed up as only one part of telemarketing having as a sole purpose to sell over the telephone. Telemarketing is a process, and it is distinguished by three key characteristics.

- It is planned
- It is continuous
- It is integral to an overall marketing programme

• Know Your Telemarketing Plan

In thinking about your telemarketing plan you will have to recognize two important elements that are necessary for the program to be successful.

A. The market in which you intend to sell. It is necessary to identify and fully understand and target your market. According to Thomas Prizio, President of the Global Telemarketing, California, there are four product / market combinations. They are: (more…)