telemarketing outsourcing

Is Outbound Telesales Approach Dead In The 2020s Or Is It Still In High Demand?

Zurab Samushia
Sep 15, 2021

What is telesales? It consists of two parts: inbound and outbound. Outbound telemarketing is making sales through an outbound call and closing a deal effectively because of that call or from the follow-ups, like an arranged meeting. Similarly, inbound telemarketing or telesales is the same thing but you take calls from a potential client who is interested in knowing about you, hearing your offer or wanting to buy a product or service.

Inbound and outbound telemarketing

The entire world of telesales is usually separated into two hemispheres: cold and hot. Cold is calling a person who is neither a lead, prospect or customer where you have the goal to make sales or at least converting into a lead, prospect, or customer. Employees will never know what to expect at the end of the phone – and able to successfully close a deal.

That’s why most sales specialists have a better attitude towards hot sales. Actually, there are also further grades in the ‘hot’ notion: warm leads and hot leads. Warm leads are ones where a person is calling back or is already knowledgeable about your company or offer. It might be the case that he or she has left their contact data as a result of successful content marketing, like, for instance, visiting a landing page and filling out an online form. Hot clients are the most responsive ones as they already want to buy from you and this is the call’s sole purpose.

Why do people say outbound call centre services are dead?

During the 1980s and 1990s, cold outbound sales largely grew in the US, the UK, and Canada as a result of the boom in TV commercials and new opportunities presented by the Internet. This meant any company could discover the possibility to sell through the phone. Along with that, swarms of fraudsters, scams and robotic calls arose, eventually leading to people’s mistrust of any type of sales over the phone. In separate countries, like in the US, national legislation was even adopted (by the FCC and FTC), which directly forbade making cold calls to people who did not explicitly agree on being called by anyone (with exceptions like calls from companies, to which they’d subscribed or given consent or various governmental and non-profit organizations that make polls, surveys, and conduct informational work).

This made many market participants start saying that outbound marketing is dead. They, however, on most occasions meant only that cold calls are dead. Thus, when speaking of telesales as a whole, it isn’t dead at all and has never been so, in fact, many customers still prefer to communicate with a real person rather than a computer screen.

When outbound telemarketing for warm and hot calls is necessary:

  • As a direct result of advertising campaigns, to call leads and prospects
  • As an answer to incoming calls which shall take a while to resolve a client’s issue
  • Upselling into inbound calls

But should you forget today about cold calling at all? Well, no. As pandemic statistics show, people did not stop loving to hear the voice of another person, despite the fact that today they have all the possibilities of remote communication.

When is cold calling suitable in the 2020s?

  • When the inbound quality you get is low and you have a real opportunity to improve it
  • When you’re running out of time. Sometimes you cannot just sit and wait to receive incoming calls. For instance, when your company tries to overtake competitors or scale-up, or in hard times
  • When you don’t receive enough results from your ad campaigns and would like to combine sales with the desire to understand why by making a quick poll whenever it's possible

Telemarketing outsourcing opportunities

Telemarketing is not for everyone. Especially if you’re aiming at cold calls. But even in warm calling, the volume of “no’s” a telesales agent hears every day prevails over “yes’s”. That causes something known as “burnout”.

To prevent burnout, there are many solutions:

  1. Improve the rotation of your personnel, recognizing the burnout and transferring people to other working roles before they do
  2. Create a motivation system (salary + bonuses + tangible and intangible benefits) to make the best talent stay longer
  3. Altering your processes to receive more “yes’s” than “no’s” which the marketing department can help with
  4. Better connect your marketing to your telesales so sellers have as much information about the clients on the call as possible

However, there is one more solution to that: to outsource telemarketing.

Our rapidly developing digital era is customer-centric. We all need better customer engagement and better quality of our products and we want it all at the same time! Modern call centers, which are focused only on this type of business, have sheer access to cutting-edge technologies, a pool of resources and global positioning. These companies have decades of relevant hands-on experience and effectively cover all of the industry standard communication channels. Many of them drive further automation and refinement, creating various AI-powered chatbots and big-data tools, many of which have already become mostly indistinguishable from real people meaning they are capable of automating a high percentage of conversations.

These outsourcing companies definitely have something to offer you when it comes to the problem of burnout of your telemarketing employees. When you effectively outsource your telesales to them, they will be able to free you from routine tasks of sales and support, also picking up such issues as polls, collecting your customers’ feedback, and doing various reporting.

On top of that, the true benefit of modern automation is that customers can receive personally-tuned offers at the right time, on the right channel, so they will only need to be slightly pushed towards a sale by a highly trained telesales agent working from an outsourced call center.

That’s not to say all call centers are equal and highly professional, it is a challenge and a serious task to find a good one. This may require an extensive change in management across your company however, once this is completed, you will be more free to expand and develop your business rather than before when you were concerned with routine tasks, such as outbound telesales.

Outsourced outbound telesales today would be highly efficient for companies working in such areas as fundraising, insurance, lead generation, membership services, telecommunications, continuity management, cable TV, subscriptions, after-market sales and some others. Working in one of those? Then, consider this article for you.

Conclusion on telemarketing outsourcing

Telemarketing outsourcing is a dated concept yet, however demand increases or decreases parallel to the needs and developments of the modern world. With new automation capabilities, users of outsourced call centers have much more opportunities and business advantages than 5 or 10 years ago.

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