telemarketing from a different angle

Tuesday, 25 January 2011 11:44

Telemarketing has suffered from an identity crisis in the last 5 years:

Telesales, Cold Calling, Telemarketing - what is the difference and what is the best practise?

In actual fact, all have a purpose in today's varied business environments.  The difference lies ultimately to a companies objectives.

• Telesales and Cold Calling are ideal for volume based simple structured sales models.
• Telemarketing in contrast adopts an integrated and high-level technique that relies on a sophisticated approach that is not robotic, script or process driven.  This is particularly pertinent for more complex products or services and segmented telemarketing campaigns.

So what makes a good telemarketing company and a good telemarketer?

Brittain Marketing, a leading south coast telemarketing company, focuses on more than just calling a data list. All of their campaign executives are experienced professionals trained to understand the variables that affect a telemarketing campaign. This thought process is then deployed through careful campaign assessment, planning and database management.

Brittain work with clients to ascertain industry conditions, market positioning and brand awareness. In addition, Brittain have developed over the last year additional marketing services to support a telemarketing campaign: a targeted direct mail piece, product literature or micro-site can be integrated into a product proposition to strengthen the proposition and increase interest levels and credibility.

This integrated and intelligent approach has secured appointments with leading blue chip clients and supported a number of high profile clients with new business growth.

A flat structure, relationship driven approach (rather than scripts), salaried staff, customised training workshops and incentive programmes form the building blocks for this unique and highly successful model.

Julia Haviland, Director of Brittain Marketing said, "Our aim is to support our clients by securing credible, qualified new business appointments. Understanding their strategic aim is essential to the tactical planning of each campaign. Objectives can vary between clients and it is therefore essential we adopt a flexible, targeted approach. In today's competitive business environments, it is often necessity to use more than verbal communication to reduce barriers and increase interest. An integrated process, utilising additional Marketing Communications support is excellent at creating the right impression and enhancing the pipeline process.

Brittain Marketing has gone from strength to strength over the last year and is now one of the most strategic thinking telemarketing companies in the region.