The telemarketing department constitutes one of the central hubs in any company or organization, if not the most central.
A high-quality and efficient department serves as genuine proof that the company is alive and thriving.
One of the most important functions of this department is to carry out the mission of generating new customers for the company/organization,
customer retention, customer upgrading, and customer leverage.
The nature of the telemarketing department:
is typically determined according to the nature of the company/organization’s operations as well as the number of employees. For example: a telemarketing department
of an insurance company will typically include a large number of employees, whereas a telemarketing department of a private venture
will include a smaller number of employees.
When establishing a department to generate additional customers for the company, we must take into account the goals that the company has set
for itself and, in direct proportion, navigate the operations of the telemarketing department accordingly so that, for example: if a company
in a certain field has 2 sales agents for whom the telemarketing department schedules appointments – it would be appropriate to assign a maximum of 2
telemarketing personnel and no more, in order to avoid a situation of excess appointment scheduling and the agents’ inability
to meet them.
The field of telemarketing is a derivative of supporting a company’s marketing/sales activity, since frequently,
telemarketing personnel provide marketing and sales support for the strategy and tactics determined at management levels in the company/organization.
Telemarketing is exactly what its name suggests – telephone sales or marketing.
when the possibility of conducting a telephone sale is precluded due to the nature of
the product or service, and when the customer must meet the salesperson in person for a sale to occur, then
marketing activity for a meeting on behalf of the sales agent is required – what is called in professional terminology – telemeeting.
In the modern era, many companies recognize the necessity of this activity and, in particular, companies have learned to create
a separation in defining the role of the salesperson versus the telemarketing person, with several objectives in mind:
1. To maximize sales and reduce costs, for example: the cost of a telemarketing employee includes cost of work hours +
travel + bonuses + training, whereas the cost of a field salesperson includes: cost of work hours +
bonuses + travel + training + vehicle expenses + computer expenses + clothing expenses, etc., so that today,
as much as possible, small and large companies alike strive to execute maximum sales through a professional
and skilled telemarketing department whenever feasible.
2. To allow each of the company’s employees in the sales and marketing field to engage in the area most suitable for them, so that a
salesperson should be in the field most hours of the day, meeting new customers, generating relationships, bringing in deals
and being the face of the company externally, while the telemarketing person should generate telephone transactions or schedule
quality appointments by phone and be the company’s telephone contact.
Before discussing the quality and caliber of the professionals who will comprise the telemarketing department, it is important to note that
several factors should be taken into account that will benefit the optimal functioning of the telemarketing department, and these are:
1. Appropriate and spacious location for employees – it is important that each employee have a niche or a certain area of their own
(even if it is arranged as an open space) so that in this place they can put their personal belongings, place
photos of their loved ones, to give a sense of a “kind of” home within the company. It is advisable that in that niche there be a place
where one can hang an organized call script, essential phone numbers, required email addresses, and more.
2. Ergonomic office equipment appropriately adapted for a team that sits most hours of the day and will be able
to continue performing their function without back, eye, hand problems, etc.
3. A comfortable telephone station to which a quality headset is connected that can assist during the call and free
the hands for writing or typing important details mentioned in the telephone conversation.
4. Lighting – bright and quality lighting is required that will allow the team to see clearly both the computer screen
and the numbers on the telephone in a manner that is comfortable and good enough
to remain focused on the work.
It is advisable to have a window/windows in the location that can be opened in order for the team engaged
in the work to breathe fresh air and change the atmosphere – even for a few minutes
in order to achieve maximum results.
The importance of the “energy” present in the telemarketing department space.
There is extremely high importance in operating a successful telemarketing department in a good energetic space
so it is advisable to establish such a department in places that are not: a basement, a shelter, a dark place
without windows – as many companies tend to do while not appreciating with appropriate
importance the department’s function.
This simple element can dramatically change the results for better or worse.
