What is the best way to reach your audience and create a relationship with them?

 

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Answering inquiries is another form of outbound telemarketing. A phone call is the quickest way to respond to a request for more information, and it's more personal than sending literature, which you can do anyway, after the call. The sooner you respond to an inquiry, the better your odds are of making a sale. Telemarketing is often used in conjunction with other types of marketing. It works well with direct mail be-cause you can identify prospects and reach them directly through two media.

 

In addition to identifying prospects, telemarketing also helps you qualify them. You might discover they are top candidates and send a salesperson out to visit them. You might target them for further calls, or you might simply send literature and flag them for follow up.

 

West coast company occasionally spends a few hours doing telemarketing to keep in touch with what potential customers think about the company. Lists play an important part in telemarketing too. You can expect a more favorable reception and a much higher response rate when you phone your existing customers than when you make cold calls to strangers. Both types of calls are an integral part of telemarketing, but the better your prospect lists are targeted to your prime potential customers, the more productive telemarketing will be.

 

 

There are other areas of opportunity as well, including specialty business catalogs. While the majority of catalogs today seem to be in full color, there are notable, successful exceptions. Depending on your products, you could create a one- or two-color catalog and save substantially on production. Nor does a catalog have to be the size of a small phone book or even a magazine. A small booklet showing a collection of merchandise can be inexpensive and effective.

 

Some large national firms use mail order to enhance their substantial retail efforts. Catalogs for Eddie Bauer and The Sharper Image create direct sales and also act as store advertising. With a knowledge of mailing lists, you can do more efficient mailings than the traditional department store strategy of blanketing a city or mailing only to charge customers. Outbound telemarketing can be conducted with or without rental lists. Telephone numbers are available on many lists, so you can combine direct mail and telemarketing.

 

Phone numbers are frequently available in business and organization directories as well. You can even pay to have phone numbers added to your house list if you don't normally obtain that information from customers. Telematch, a data processing company, uses its database of 70 mil-lion residential phone numbers to match numbers to the names and ad-dresses you provide on computer tape. A subsidiary of R.R. Donnelley & Sons Co. has a similar service.

 

As with most direct marketing techniques, telemarketing is flexible in scope, message, and the things it can accomplish. You can establish a telemarketing department to implement extensive campaigns. You can also use telemarketing techniques to fill in the spare time you or your employees may have. If you have a target list of prospects always handy, spend those spare minutes on the phone generating more business.

 

You can do the same, or use your catalog as many firms do simply to support store sales.

 

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