First and foremost it should be noted that cold calling is no longer cold. Information can be quickly compiled about companies and individuals far more intensive then simply their phone number. Telemarketing companies now use a great deal of survey data and consumer information submitted by said consumers to weed out who is a potential client and who is not. This type of phone calling is no longer cold; it is much closer to lukewarm.
The point of telemarketing calls has changed significantly over the years as well. In the past the goal of each phone call was to garner a sale from the person on the other end. This didn’t happen particularly often and many telemarketers were forced to call hundreds of people per day in order to get a single sale. Today telemarketing calls are more about establishing a relationship or an in-person meeting. The telephone is a flexible form of communication and instead of using it to sell a product many telemarketers is using it to get further information from potential clients.
The switch from sales to information has been a beneficial one. The garnering of new information about each client or potential client can help to weed out contact information that is of no use. For example if someone is using a telemarketing company to gain clients for a gym a marketer can gain information about fitness is of any interest to the person in question. It can also weed out individuals who are provided free fitness services through a school or their employer. By weeding out potential customers who have no interest in the product or service the marketer is left with a list of much more viable options.
We have also learned, as a society, that building relationships is almost as important as selling a product. Getting an individual to trust and understand in the service or product is 90% of the battle. This is the number one goal of telemarketers today. The switch has been beneficial and has helped consumers and telemarketers alike by providing more targeted and viable services to the consumer and more open and interested consumers for the marketer.
Press release supplied by Jacob Pettit from Stellar Australia: http://www.stellarbpo.com/