Telemarketing issues

Your Outsourcing Call Center Directory

THE ISSUES INVOLVED WITH TELEMARKETING

Telemarketing can be a fantastic business tool if used properly as previously highlighted but there can be some disadvantages. Consumers often find marketing calls an unwelcome interruption, particularly in the evenings when they have just returned from a long day at work. Telemarketing companies will have different approaches and often consumers will view an organization negatively if the caller is too pushy or the message is too scripted. It is important to establish whether telemarketing is right for that business as companies will risk alienating customers and wasting time and money if it is not handled properly.

Businesses do not view telemarketing quite so negatively but it is important to understand that a marketing call still interrupts a businessperson’s day. The caller must respect that the individual may be in the midst of preparing for a meeting, writing a report, or dealing with something important. Business people tend to become very frustrated if a telemarketer has limited knowledge regarding the subject matter they are calling about. This tends to happen when companies outsource their telemarketing to agencies that have a limited understanding of their business or alternatively an inexperienced telemarketer has been employed internally.

Offshore telemarketing agencies based in low-cost areas of the world have also begun giving UK and US telemarketing agencies a bad name. With a poor understanding of the English language these calls tend to be difficult for the prospect to understand and the message may be unclear. The operators handling the calls typically read verbatim from a script and have a difficult time displaying any knowledge on the subject at hand. This becomes very apparent when a prospect asks a question that the operator does not have the answer to. Although these agencies may charge less than their UK or US counterparts the old adage of ‘you get what you pay for’ quickly becomes apparent. The company being represented is viewed negatively by the prospect and the chances of that prospect becoming a paying customer become less and less. Many companies having tested the offshore waters are now bringing the business back to the UK or US after having experienced dismal results.

Companies wishing to outsource their telemarketing activity may struggle when trying to find a reliable and trustworthy supplier. It is well known that many ‘cowboys’ operate in the telemarketing industry and it is becoming increasingly difficult to ensure your business is with a professional agency. There are various factors to consider when choosing a supplier.

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