Seven decades later, marketers are still looking for the best ways to reach prospects and sell goods and services in a cost-effective manner. This article highlights tools that firms can use to ensure that their outbound telemarketing programs are cost efficient and effective. Today's companies have access to resources that can enhance each of the key components of any consumer telemarketing effort. The key components of telemarketing remain the same as they were in 1927. They are the list, the offer, and the integrity of the product or service.
Callers understand that they have access to thousands of potential prospects.
In the past, they were restricted to using zip codes as the key criteria for selecting a consumer list. Their goal was to market as many prospects as possible and depend on the telemarketing program to bring in the sales. No one thought much about starting out with a targeted list. These days, marketers can choose several demographic characteristics of individual households. Psychographics and previous purchasing behavior are used to further define those most likely to purchase, and the list is drawn up before the telemarketing campaign begins.