What are telemarketing calls?

The telephone was first used as a sales tool in the early 1900s. Industries such as steel and financial services began to employ the new device as a sales technique and started contacting existing as well as potential new customers. It wasn't until the late 1970s however, and the system of companies led by the Bell Telephone Company, that the technology became sophisticated enough for centralised call centres to make economic and financial sense.

Believe it or not, even in this digital age, telemarketing calls are still regarded as an incredibly effective marketing strategy and tool. If done correctly, telemarketing calls can be a complete game-changer for your business. They allow you to build good relationships with existing and new clients and customers, and in the process, create the opportunity to produce leads. There's no better way to inform an old client of your new products and services than with a trusty old phone call. 

Telemarketing calls also give you the chance to receive immediate, real-time feedback. By directly interacting with your customers, you're able to gauge and analyse whether they are satisfied or not, and what could be done to better serve them. You're also able to learn about their experience with your brand and measure interest levels in your products and services. 

Telemarketing calls are sometimes avoided by businesses these days for their perceived intrusiveness and negative perception. This view, however, is outdated and does not reflect how the majority of businesses run their marketing campaigns today.

In this article, we'll briefly explain what telemarketing calls are and how they work, the different categories associated with telemarketing calls, and why we believe telemarketing calls should form a significant part of your business strategy.

What are telemarketing calls and how do they work? 

Telemarketing calls, simply put, are a common method of direct marketing whereby a salesperson solicits prospective or existing customers to purchase products or services. This is done either over the telephone or through a subsequent face to face or video conferencing appointment. Telemarketing calls can also include recorded sales pitches, but we'll get to that later. 

For a more in-depth look at what exactly telemarketing is, read our article here. 

Telemarketing calls are defined as contacting, qualifying, and canvassing prospective customers using telecommunications devices such as telephone, fax, and internet. The practice of telemarketing calls generally takes place from a call centre or an office, but in today's crazy world, it's increasingly taking place from people's homes as well.

What are the categories and subcategories when it comes to telemarketing calls?

The two major categories of telemarketing calls involve business-to-business and business-to-consumer. Thereafter, the act of telemarketing is often divided into four distinctive subcategories, namely lead-generation, sales, outbound, and inbound.

Business-to-business occurs when one business makes a commercial transaction with another. 

Business-to-consumer, or direct-to-consumer, refers to the selling of products or services directly to customers, bypassing any third-party retailers, wholesalers, or any other middlemen. 

Lead-generation focuses on, yes - you guessed it - generating leads. The aim here is not always to necessarily sell anything, but to collect information and make new contacts. 

Sales involves calling people via the telephone to try and solicit prospective or existing customers to purchase your products or your services.

Outbound is a form of proactive marketing whereby prospective as well as preexisting customers are directly contacted.

Inbound involves responding to incoming orders and requests for information. Demand for this is usually created by things like advertising and publicity.

Automated and robot telemarketing calls:

As mentioned earlier, telemarketing calls can also include recorded sales pitches. In recent times, there has been a large increase in automated and robot telemarketing calls. 

Automated and robot calls are computer-generated and involve a computer making thousands of calls and answering a certain number of them. Once the receiver answers the call, the robocall either delivers a pre-recorded message or sometimes, will even simulate a personalised phone call through specific pre-recorded messages. 

Companies who use this strategy, even if they're based outside the UK, must have your permission to call you. If they don’t, you may report them to the ICO. For further guidance, please see Ofcom's advice here.

Why should telemarketing calls form part of your business strategy?

We've already discussed the importance of telemarketing calls and the advantages they can give you and your business. From informing clients of your new products or services to receiving immediate, real-time feedback. But let's take a look at some other examples of why telemarketing calls need to be in your business strategy.

• Customers actually appreciate the personal touch. 
• Telemarketing calls offer a better customer experience when compared to other methods like surveys or emails. It allows you to personally interact with customers and reply immediately to any questions or queries that they may have.
• It helps you to analyse your sales campaign.
• When utilising telemarketing calls correctly, you focus on your customers’ demographics. You look at things like their age, location, preferences, and income to build an effective marketing strategy. This allows you to understand how effective your sales campaign is and whether it could be improved. It also allows you to understand your customers better, and find out whether they are satisfied with your product, services, and overall brand. 
• It saves you money.
• Telemarketing calls are one of the most cost-effective ways for you to promote your business. They allow you to reach out to several prospects in a short amount of time and cost you nothing but a few telephone calls. It helps avoid the expenses needed to conduct things like door-to-door sales campaigns, or paid ad campaigns, for example.

What do telemarketing calls look like at Spirus?

We feel it's of the utmost importance to inform you that, at Spirus, we use the trusty, old-fashioned telephone to sincerely connect with you. We make use of skilled professionals and focus on building lasting business relationships on behalf of our clients. 

It's vital to us that we know as much as possible about our clients and the products and services that they have to offer so that the call has value. We do this for our clients, for their potential customers (who will feel that they are starting a relationship with value), and also for ourselves, because we want our work to be enjoyable and valuable.

We follow GDPR guidance because it is the law, and also because it is best practice.

So, what's next?

We’re available on 01638 741830 or you can email us by clicking here and asking how we can help you introduce telemarketing to your marketing strategy.

We look forward to hearing from you!