What Is Telemarketing? Definition of Telemarketing, Telemarketing Meaning and Concept

Telemarketing is a marketing technique that consists of contacting a consultant on behalf of a company by telephone to offer information about its services or products, and a potential client.

Telemarketing has been used for years and is in continuous technological adaptation. This intensified with the appearance of promotional activities related to these that have allowed it to adapt to the new circumstances.

The contact is carried out by telephone, and the list corresponds to the company's own databases or lists that are acquired to carry out these practices.

The history of telemarketing

Its history dates back to 1881 at the hands of a Berlin pastry chef named Kranler who decided to offer his customers the products he had created by telephone. This brought him a considerable increase in sales.

Despite this, it was not until 1962 that this technique began to be widely used. It was the head of the automobile company, Ford, Lee Lacocca who commissioned a telemarketing campaign whose objective was to contact 20,000,000 people to obtain two interviews a day for its 23,000 salespeople. This staging allowed him to achieve a high number of sales, and repeat the procedure since then.

In the 80s and 90s, there was an enormous growth in telemarketing, companies took note and internally adapted their conditions to implement this technique. The other option was to hire outside companies to do it.

Why use telemarketing in a company?

Here are some prominent reasons:

  • The databases allow greater segmentation in terms of potential customers, and their characteristics: age, sex, city... This allows the approach to the public that is of interest for a product or service to be more effective.
  • Better comunication. Being able to speak through this means with a person improves communication and customer service to resolve possible doubts.
  • Complement to the visits. It can be a complementary element or even replace the visits that are made behind closed doors.
  • Opportunity to sell other products. Calling about a specific product may not work, but in the course of the conversation the customer's needs may come to the fore, and other types of products or services may be suggested. You can even add related ones. For example: a bed, a cushion, a bed base…
  • Get information. If the person answering the call is involved in the conversation, it can even serve to provide additional data and information that can improve business services.
  • Constant monitoring. If it is found that the telemarketing campaign does not work, it is something that can be changed immediately and assess what has happened in real time. It does not require extensive time to check results. It is something much more immediate.

Telemarketing is a technique that, although it is associated with persuasive sales calls, can serve as customer service, especially due to the number of online stores that swarm the network. In addition, it can serve as a means of communication to add improvements to the company based on the opinions of the conversations held in this telemarketing process.