Can Telemarketing Still Work?

Published: 20th January 2012
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Now that you've made the smart choice and you've finally decided to migrate your sales and marketing efforts to Telemarketing, there's definitely nowhere else to go but up. Of course, the time it will take for your company to get there will depend entirely on how you approach this matter and how efficiently you maximize the most out of your telemarketing efforts.

Will you do the job in-house or will you just outsource? If security is an issue for your company and you're quite convinced not one of the many telemarketing call centers out there can assure you of your company's data security or you think that you can give your company that unique advantage because it's one of your company's core competencies, you'd probably do your telemarketing campaign in-house. Naturally, there will be additional costs but if your company doesn't mind shelling out more, then, it's all good. A company who chooses to do it in-house must:

-Hire qualified employees
-Train the employee
-Pay employee wages and benefits
-Provide the employees their own workstations
-Provide the technology needed like a computer, software and hardware, phone, Internet access, copier, fax machine, etc.
-Pay for telecommunications costs

Often times the company opting for the in-house approach incurs additional expenses on top of the existing one for certain events force majeure such as:

-Scheduled vacations
-Unscheduled absences
-Unscheduled sick days
-Unscheduled Family leave
-Maternity leave

Amazingly with outsourcing, the company must only:

-Locate a reliable and high-quality vendor
-Pay the vendor for the services provided

Looking at the reasons listed above, it seems obvious why majority of companies switching over their sales and marketing to telemarketing, choose outsourcing as the most practical and cost-effective solution to increasing their profit. Management can focus more on resolving core issues without distractions because their outsourced services are being taken care of by the telemarketing side.

It's important to know and understand that telemarketing is not the be-all end-all of sales strategies. On the contrary, it is just another way to do the sales process. Just like other tried and tested sales method, success in closing a sale over the phone is dependent on finding qualified prospects to call.

But, in some cases, telemarketing programs might not succeed. Some fail due to improper handling and execution, unrealistic goals on a short time frame, oversimplifying important concerns, and lack of top management support. These reasons just to name a few have caused good telemarketing campaigns to fail just like that. Like any marketing strategy, it takes careful planning and execution to perform telemarketing. It needs nurturing. It may take a while for one to get confident, see new areas to improve on, as well as predict the outcome.

Some of the usual errors a telemarketing firm can ever make:

-Telemarketing wasn't even considered as an option
-The lack or absence of total commitment
-Failing to develop a proper database and lead generation
-Improper human resource planning and allocation
-Not having proper scripts and call guides
-Lack of quality control

Identifying the most common reasons why telemarketing companies fail and learning from them should be a good start for you and your company. Hopefully, we've also established that outsourcing your sales and marketing endeavors is the only choice if success is to be guaranteed. These could make your firm closer to achieving a level of maturity, marketability, and profitability. Be a step ahead of the competition, in a manner of speaking. Now that you know all these, it's time to act, sit back, relax and let the gears of telemarketing turn and work to your advantage.


Belinda Summers is a professional Lead Generation Consultant helping corporate organizations increase their revenue through telemarketing, lead generation and appointment setting strategies. To know more about lead generation and appointment setting, visit:

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