Marketing Direct to Businesses

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Marketing Direct to Businesses If 10 sales aren't nearly enough, perhaps you should think about using other marketing methods. For some entrepreneurs, 10 sales in 1 week mean joy, wealth, and fulfillment. If you believe that telephone marketing makes sense for your offering, use it and take advantage before your competitors discover its powerful capabilities.

If you have an in-house calling department, let them call for no more than four hours a day. The rejection rate is extremely high, and I know that so much rejection dampens enthusiasm, sometimes permanently. Look at the cost/return feasibility before starting a telemarketing campaign of your own. Only 3 percent of people called sit through a computerized telemarketing call, while 33 percent sit through a call from a live human being.

A mere 4 percent of people reached by telemarketing actually place an order. To help you get your act together, find out what's new in telemarketing by contacting AT&T and your own local telephone company, both of which conduct regular telemarketing seminars. Both groups will tell you to test, to test, and to test. What they are referring to are your scripts, your callers, and your target markets. If you are pleased with the results of your telemarketing and you will be if you combine it with other guerrilla marketing methods remember that it can always be improved.

That's why guerrillas never stop testing their scripts. They will constantly experiment with new words, phrases, and ideas. As a result, their response rates continue to rise.
In this chapter we discuss only one aspect of telemarketing—outbound telemarketing. We don't discuss inbound telemarketing which means the taking of incoming calls because it involves proper telephone demeanor and is in the domain of large businesses rather than small guerrilla businesses.

A toll-free number can increase your response rate by 30 to 700 percent, and the cost to offer one continues to get lower. If you deal with local prospects and customers only, do not establish a toll-free number, for people like to deal with local companies. It's the confidence factor again. If you feel you must have a toll-free number, we warn that if it spells out a word, people probably won't write it down because they figure they'll remember it. The truth is,they won't! That's why the toll-free phone number for the free catalog offered by Guerrilla Marketing International is 1-800-748-6444.

I provide this number when I give talks on guerrilla marketing, and people write it down. If I said a word instead of these numbers, people would probably trust their memories, and we'd get fewer calls. Telemarketing is a superb mini-marketing weapon, already doubling as a maxi-marketing weapon. I encourage you to give it a try, especially if you're selling to businesses. In 1997, the average telephone transaction—contact to closed sale—was higher than $380 per call when one business telemarketed to another.

Maybe you can improve on that figure. This guerrilla sure hopes so.

More about Marketing Direct To Businesses.   See also: Direct Marketing Lists and Direct Marketing Post Cards.

Response Makers - Marketing Direct to Businesses