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Ten demographic variables were analyzed for consumers in each of the nine time of day and day of week cells to provide insight about the people in each cell. Some general conclusions can be drawn from the results of this analysis. It is estimated that mature catalog operations like Spiegel receive more than 75 percent of their orders via an 800 number.
The consumer groups that prefer receiving phone calls on weekday mornings and afternoons are older, include more females, tend not to be employed outside of the home, include retired and unemployed people, and have a slightly lower level of education and total family income.
This information should be useful in developing telemarketing programs that try to contact consumers at a time they find more convenient. The findings of the Wyman study can be invaluable in catering to consumer preferences, but it should be noted that a similar study for the b2b field would undoubtedly produce findings that would be significantly different.
One way to explore telemarketing opportunities is to look at a telemarketing sales continuum as a means of identifying applications. Order taking usually begins with a catalog or other promotion mailed to potential customers. The prospect is encouraged to use the convenience of calling an 800 number to place an order.
Additionally, an order-taking operation offers the possibility of upgrading by including limited cross-selling, new-product couponing, and even simple marketing research.
Seasonal selling is another telemarketing application. The Swim Shop a company in Nashville, Tennessee, that supplies gear to summer swim teams offers an example of how to extend a limited sales season. The peak swimming season lasts about 12 weeks too brief for the shop to rely on traditional methods to fill orders.
Therefore, the Swim Shop made available an 800 number so orders could be received and filled promptly late in the season. Avoiding the mail stretched out the firm's sales season.
Renewals are another widely used aspect of telemarketing. These applications are now an integral part of a magazine's circulation subscription program. One phone call can produce what it might take several subscription renewal letters to accomplish.
The technique has been used successfully also for selling other products: fruit, cheese, and even plants.
More about Telemarketing List. See also: Marketing Leads and Business Leads.
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