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A career in ITES industry: Module 4 

    

Telemarketing

In the present day scenario, telephone has become the most effective sales and marketing tool. Telemarketing is now an integral part of the overall marketing mix of any company. 

What is Telemarketing?

Telemarketing means using the telephone as an interactive medium for promotion of products. In simple words, it is the marketing of goods and services on the telephone. 

As said earlier, the telephone is an important tool as it can accomplish many purposes. You can 
· Get information
· Make an initial contact with someone who will be useful for you in your business in future
· Create interest
· Clearly present yourself and your ideas
· Set up a meeting
· Keep in touch on a regular basis

Telemarketing

In telemarketing, it is important to remember that the only vehicle of communication is sound, that is, the spoken word. You should choose your words carefully. The first few seconds of the telephone call are as important as the first ninety seconds of a personal interview. The more calls you make, the sharper you skills become. if you plan carefully, you can talk confidently and persuasively. A well-prepared call sounds focused and professional. It creates an effective initial image that elicits a more willing response. When you use the telephone, remember that your listener does not have the advantage of seeing your gestures, facial expressions and other body language. All of the attention is focused on your voice. Your telephone etiquette and presence of mind is most important

TELEMARKETING

· Improves cash flow 
· Gets better responses 
· Helps pre-qualify your leads 
· Allows immediate feedback 
· Gives your sales a real boost
· Helps you expand quickly, depending on response 
· Helps reduce marketing cost 
· Helps reduce overheads 
· Directs accountability 
· Is a low cost start up 
· Improves lead generation 
· Improves market control

The essential five steps involved in planning each phone call:

· Establish the purpose of the call
· Prepare an opening statement
· Prepare interest-creating comments
· Prepare questions and answers to expected questions
· Confirm and thank 

Telemarketing Facts

· Nearly 265,000 US companies will be using telemarketing in the near future. 
· The overall consumer penetration of telemarketing adds up to an unbelievable 47.5 million households. 
· Two factors have primarily fueled this growth: Costs of other marketing media has risen, while telemarketing costs have gone down. 
· The use of telemarketing as an effective sales and service tool is widespread. Statistics indicate that the yearly sales of goods and services by phone in the US totals well over $150 billion and $750 billion worldwide. 
· Most advertising mediums like brochures or taped commercials are expensive.

Skills required:

· Be pleasant, businesslike, and establish a rapport
· Make your voice SMILE!
· Keep your introduction brief and state your case quickly
· Be patient
· Approach all calls positively
· Learn to 'read' the person to whom you are talking and reply in a similar style
· Ask for his/her name to be more personal
· Ask the person if it is convenient time to talk, if it is not, set up an alternate time
· Make a friendly remark
· Tactfully acknowledge that your contact time is valuable
· Clearly state the purpose of your call
· Prepare questions
· Ascertain that your listener understands what you are trying to tell him/her

Some practical considerations

Preparation: A prepared statement or question can sound genuine and spontaneous even if you read it word for word. Spontaneity comes by listening carefully to pick up sounds and words of agreement or disagreement.

Tone: Skill in using the telephone demands the proper use of tone and inflection. Be careful not to sound hesitant or over excited.

Pronunciation: Say words clearly and slowly, and think of the message you are trying to convey.

Good notes: Maintaining good notes of the conversations will help in writing follow-up letters more easily. 

Brevity: Be brief in explaining the facts.

Telemarketing is much like any other business function. Done well, it is extremely valuable.

Continue.. ITES module5

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