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Customer service, another area for improved effectiveness and cost control, is the next step up the telemarketing continuum. Using a unique system, the 3M Company offers an 800 number to assist its telecommunication equipment customers. The 3M National Service Center, located in St. Paul, Minnesota, is staffed 365 days a year, 24 hours a day, with skilled technicians and coordinators.
Through systematic questioning and a variety of facsimile, ASCII communication terminals, store-and-forward electronic message distribution terminals, the latest electronic monitoring and testing equipment, and a sophisticated on-line computer system, the staff can pinpoint the failure as an equipment problem or operator error.
Sales lead qualification is designed to reduce the number of wasted in-person sales visits. The better qualified a prospect is, the greater the sales call's potential for success. When a prospect is prequalified by phone, telemarketing helps to direct outside salespeople to where the highest sales potential exists.
Marginal account management allows a marketer to capitalize on the revenue potential of smaller accounts without the high cost burden of face-to-face sales visits. Banding together marginal accounts spread over a wide geographic area permits profitable coverage at low cost. To handle such targeted accounts profit-ably, Hallmark Cards Inc., the social-expression company, uses telemarketing.
Hallmark uses a combination of direct mail and telemarketing to give its remote outlets the same highly personal, current card selection as any large urban card shop or department store. Consultative selling is a highly personal, involved sales technique. With telemarketing, a customer's needs are probed by a specially trained sales representative. Personalized solutions are designed during the telephone contact, when possible.
Full account management is at the very zenith of the marketing spectrum. It involves order taking, answering questions about order status, inventory availability, shipment scheduling and billing, credit checking, and product consultation. This full-service operation includes both selling and customer service.
Closure rates are often four to six times greater than mail response.
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Response Makers - Telemarketing Leads