Telemarketing is a comprehensive concept which addresses call centre activities and every phone call between employees and customers. In other words, telemarketing is a marketing concept that encompasses customer service and customer relationships in order to build a market responsive company. Telemarketing concepts applied properly can lead to increased sales, increased customer retention, a steady influx of new customers, and more profits.

Companies that approach telemarketing as strictly cold calling sales are missing an opportunity to use the contacts as a foundation for building a strong marketing program.

Yes, it’s true that anyone can get on a phone and read a sales script. But if the employee has no commitment to the company vision, the call will be simply a telephone call and not a marketing call. This is an important distinction and it takes call centre training and sales coaching that begin with a foundation composed of the mission of the company.

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A marketing program has many components and telemarketing can be one of the most important because it is an opportunity for direct and personalised contact with an existing or potential customer. It’s an opportunity the company needs to take full advantage of so that the most marketing force is exerted.

It’s easy to see that simply having someone reading from a script and not prepared to really promote the company can be counterproductive. In fact a poorly handled telemarketing call can result in lost business far beyond the potential customer on the other end of the line. People network with friends and families and can just as easily badmouth a business as they can promote it.

Telemarketing should be viewed as a chance to make the company marketing program work harder and longer but also in a more personal manner. So it’s critical that telemarketing skills be developed and honed so that the most benefit is achieved by the personal contact made with consumers or other businesses.

For example, a telemarketing call can try to promote a single product or service. But what if the contact indicates they are interested in a different type of product? Does the salesperson just say, “Sorry, we don’t sell that particular item.” or does he or she say, “It just so happens our company can offer you a different product that meets your needs.”? After the first response the call ends. After the alternative response the call may continue and lead to the sale of a company product even if not the one originally promoted.

These are just a few of the telemarketing skills which can build a solid and successful sales program that supports a comprehensive marketing program. The skills learned for application in a call centre are the same skills which should be used whenever a customer contact is made on the telephone.

The call does not have to originate in a telemarketing department to be a marketing tool. Throughout the company there are managers and staff on the phone with potential and existing customers all day long. They just need to recognize the amazing opportunities.