Outbound Strategies (1,010 words)
In addition, the pre-call can be used to sell a customer a new product. Kislik says most catalog shoppers are looking for particular items, not browsing. "The way to sell more is to get people to consider something they might not notice normally," says Kislik. She says pre-calling works best for high-end products such as jewelry or audio equipment.
The Internet-Call Pitch
When it comes to business-to-business telemarketing, the trend is moving toward an interactive marketing presentation. According to Tracy Emerick, president of Receptive Marketing in Hampton, NH, prospecting in b-to-b will only hurt your bottom line. Instead, Emerick suggests making an interactive sales pitch using the phone and the Internet to businesses that have already indicated interest in your products.
An Internet/phone presentation not only provides a walk-through of the product line, but also a slide presentation about the company. Emerick says one combo-call from a telesalesperson can establish a relationship equivalent to the first three meetings with a salesperson.
"A person on the phone can do the presentation seven or eight times a day versus a salesperson who can do an on-site presentation three to four times a week," says Emerick. "You get to the good ones [customers] quicker this way."
The Gift List
From a cataloger's perspective, there are logical times to make outbound calls to customers, says Jack Schmid of J. Schmid & Associates in Shawnee Mission, KS.
For food-by-mail and gift catalogers, he says a key time is when the cataloger has had no response from a mailing to a customer who typically orders and purchases frequently. Usually, these calls are placed during gift-giving and peak event-planning times of the year.
Catalogers often send a personal letter and a list of prior gift recipients along with a catalog to a target list of customers who have spent a certain amount in the past year. If the consumer or business doesn't respond within a certain time, outbound calls can prompt the customer to order or be used to gain information as to why they haven't.