Telemarketing vs Traditional Marketing
Telemarketing vs Traditional Marketing
Telemarketing is winning the war against traditional forms of marketing.
Traditional Marketers have seen their results changing greatly over the last few years. Since the GFC hit, people have become far less willing to part with their money. Traditional media and forms of reaching out to potential customers are not working like they used to.
This decline in results has been mirrored by a boom in outbound telemarketing.
There has been a shift in perception. The average consumer has become desensitised to attrition based marketing. We see & hear ad content so much that we filter most of it out.
Initially traditional marketers went into a frenzy over this. They brainstormed ways to get our attention, trying to think “outside the square”, looking for alternative media, new ideas…anything that would break the slumber of ambivalence.
Gone are the days where marketers can rely upon pumped out ads that whitewash their way to return on investment. People have become far less willing to respond to advertising without “engagement”.
People are becoming far more personal and heart based in their decision making. In the past, marketers could pump out ads and the people would come flocking, but these days marketers need to be far more engaging and rapport building. Marketers now need to take a far more “active” approach to bridge the gap from where “passive” forms of marketing have died.
OK, so “passive” forms of marketing, where little tangible effort to connect on a personal level have died. They still work, but the party is over on the return on investment front.
So, how does Telemarketing form a more “active” approach, and is it performing better?
The key difference in telemarketing is its active “call to action” in the form of a personable conversation. It’s not “passive” content jammed into your consciousness at the bus stop, tv set, or magazine. Telemarketing connects you with people that engage and activate prospects to respond with “action”. This is the essence of why telemarketing based campaigns are winning over their more traditional, and even more “innovative” cousins. http://www.b2bmarketing.net/knowledgebank/telemarketing/features/telemarketing-top-channel-roi
But, what about all the stigmas associate with Telemarketing?
Traditional telemarketing has generated a bad name for itself, so how is it still working so well? We all hate getting a call we didn’t ask for, numbly reading a script from some pay-phone in India. So, why are people still so responsive to telemarketing? Why are people still so willing to part with their money over the phone? Why are people so willing to make appointments over the phone with people they don’t know for companies they have never hear of?
Well, they say that possession is nine tenths of the law. People that answer the phone to a telemarketing call are a “contained market”.
A telemarketing call has a very different context to a “passively” generated enquiry from traditional or innovative marketing. It’s a conversation, and in that it’s far more akin to a “word of mouth” referral.
People seek leadership. When people are told what they need to hear by someone with charismatic leadership qualities they do it. Well, only if they are a good fit, but telemarketing is a game of numbers. You don’t need everyone to say yes, because if you call enough people someone will.
Again, its all about “active” rapport building. Human beings are people people. We respond to human contact, we are pack animals at heart.
But what about the stigmas associated with cold calling telemarketers?
People love to hate a telemarketing call. So, how is telemarketing making it, and how long can it last?
Well, there are telemarketers and there are TELEMARKETERS! It all comes down to delivery and energy.
There has been a mass exodus away from impersonal telemarketing. Marketers realise there is a massive difference to outsourcing calls to cheaper countries like India, Indonesia or Pakistan, compared to on-shore professional callers.
People have been pounded over the phone by callers with thick accents and disconnected sensibilities. People just hangup the phone if they feel they are being “telemarketed”. It needs to be good telemarketing to work well.
So when is telemarketing “good” telemarketing?
When it’s not perceive as telemarketing at all.
At Appointment Setter we don’t sound like telemarketers. On may occasions we’ve had receptionists say:
“ok, sure, I’ll put you through. Sorry, I thought it might have been a telemarketer for a second!”
Ha! So, it all comes down to how you do it. A good telemarketing approach is a good conversation…it’s relationship engineering in its purest form.
Nobody wants a numb conversation any more than they want a numb cold call.
Cold calls are not cold at all when you understand how your target market feels, when you empathise. When you engage, build instant rapport, check for relevancy, provide specificity, and generate infectious enthusiasm – people feel safe, catered to, and loved.
So, telemarketing is the marketing of the future. Well, at least for a while anyway. People are seeking closer connections with each other in a world where connecting with one another has become less common on personal levels.
Until telemarketing evolves into something new, it will remain a very active, very personable, and very successful marketing approach. The information age is separating us from connecting on personal levels, and people are starting to want more personal connection from the companies that market to them.
So, moving into the future, expect to see telemarketing playing a big role.
Justin Laju is the Principal at Appointment Setter.
Need more Appointments? see How it works!