Gauteng Business News

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MARKETING: Telemarketing Enables Lead Generation When Done Right


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Your phone rings and, before you’ve even had the chance to say “hello”, the person on the other end of the line launches into an obviously rehearsed, but badly delivered sales pitch in a sing-song voice. This is the stereotypical, cringe-worthy scenario that comes to mind when people hear the term “telemarketing”. This method of marketing and lead generation has developed such a terrible reputation, because too many of us have at some point been the unfortunate recipient of a call exactly like that.

Despite the fact that it makes most people cringe and raises so many hackles, telemarketing is still used the world over as a business-to-business (B2B) marketing tool for creating sales opportunities and leads. It has been around for a long time – since the 1950’s, when it became cheaper to make phone calls – and has, bafflingly to some, withstood both the test of time and the advent of the Internet.

According to Louise Robinson, sales director of CG Consulting, telemarketing definitely still has a place in lead generation, provided that it is executed correctly. “While reaching out to people online also has advantages, people still have a desire to sometimes actually speak to a real person, especially if the product or service that is being discussed is more complex. This human interaction via telephone calls allows you to answer questions and offer explanations. The key is to employ a fully equipped call centre that is customer-centric to make those calls for you.”

Her company is an outsourced lead generation agency that specialises in both outbound and inbound B2B telemarketing of niche companies in the IT sector in South Africa, Africa and into parts of the Middle East.
“Many company employees hate the prospect of having to make cold calls. Yet by outsourcing these campaigns to a company such as ours, it leaves you and your employees with the time to focus on making sales and to explore your company’s strategic pipeline opportunities,” Robinson says.

“Our inbound telemarketing department provides your company with an instant call centre kitted out with the proper equipment to handle inbound calls of national or international origin, as well as with the educated, forward-thinking personnel required to meet with your demands. Our telemarketers are highly skilled in the IT, telecoms and related industries, and are dynamic and able to quickly adapt to any client’s needs and specifications.”

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