Telemarketing And Its Cost Analysis

It is generally believed that telemarketing is the lowest cost way of marketing.

But is telemarketing really the lowest cost?

With this question, the reporter interviewed a company.

A is a newly established Internet service provider. In order to open up the market and find potential customers, they have tried four different marketing methods: telemarketing, fax marketing, e-mail and personnel worship. The specific effect is described in detail below.

Although this is only a case, some of the data are still of universal significance for readers to refer to.

It is important to note that in order to simplify the explanation, this paper has made several assumptions: suppose that each marketing method can complete the task of finding potential customers individually, without considering the interlacing of several marketing modes; assuming that customers are local, this does not involve long-distance calls and long-distance travel expenses.

The cost involved does not include the labor cost of the salesperson, because in all cases, the cost of the salesperson is to be paid, so it is deleted as an item of the same kind (but actually the cost of the ordinary salesperson is higher than that of the e-mail salesperson and telemarketer, depending on the specific circumstances of the company).

This is considered by a salesperson for a month's work.

1, fax sales: in April of April, A used fax marketing.

A company drafted the company profile and product / service description, and then sent the fax to the preliminary delineated potential customers according to the address provided on the yellow page.

The telephone fee increased by about 2000-3000 yuan a month. In this month and the next two months, the number of calls to the A company was 10 due to the receipt of fax. The average cost of each call was 200-300 yuan.

2. e-mail: in May of May, A purchased a set of software with 100000 email addresses at a price of 300 yuan.

The official price of the bulk software is 300-800 yuan.

Then the company's introduction and electronic version of the product were introduced, but there was no answer.

The total cost invested nearly 600 yuan, the effect is zero.

It should be noted that their companies do not buy professional e-mail addresses, and if they can send e-mail targeted, the effect should be better than blind group.

According to the email marketing cost of a hardware store we once met, they selected 5000 customers from more than 37000 email addresses and sent email to do marketing. The cost of each email was around 1 yuan, resulting in dozens of potential customers (50 potential customers), and the cost of mining a potential customer was (5000 * 1) /50=100 yuan.

But in order to let potential customers have a more detailed understanding of the company and products, such a company must have its own website and be responsible for the daily maintenance of the website, so the cost of finding / Maintaining potential customers is generally 100-200 yuan.

(for detailed articles, please see the 9 monthly publication of P24 2003, "online marketing project of hardware stores").

3. worshipping: the cost of a salesperson to meet a customer includes fare, data and so on, about 10 yuan.

A customer from the first visit to eventually become a potential customer requires salesmen to make 4-6 visits, with a minimum cost of about $40-60.

But not every unfamiliar customer can eventually become a potential customer. According to the proportion of A company, visiting 20 customers can find a potential customer, the combined cost is generally around 800-1200 yuan.

4. telemarketing: the telemarketer of A company can make 200-300 calls a day. There are 15-25 customers in a month who want to know more about products. If you generate 250 potential customers by 250 phone calls / days, 20 days a month, the probability of success is 0.4%, that is to say, 250 phone calls can meet a potential customer.

The average telephone call fee per phone is 0.5 yuan, and it needs to invest 0.5 x 250=125 yuan plus data and postage charges. The cost is 150 yuan.

As far as the company is concerned, the cost of telemarketing is really low in terms of finding potential customers.

Research shows that the cost of a phone call is the cost of visiting a customer 1/20, that is, the cost of visiting a customer on the spot is 20 times the cost of calling a customer.

Therefore, telemarketing is one of the lowest cost one to one sales modes.

In a month, can telemarketing bring the most potential customers?

According to A's situation, a more efficient salesperson can visit 3-4 customers a day, and a month salesperson has a maximum of 20 days to go out, so that he can visit 60-80 people at most.

Generally speaking, visiting 20 people can find a potential customer, so that 3-4 potential customers can be generated a month.

By fax marketing, it brings about 10 potential customers a month. Telemarketing can bring 15-25 potential customers a month; (targeted email marketing can bring dozens of potential customers).

Therefore, telemarketing and e-mail marketing are relatively desirable ways to develop potential customers, with low cost and high efficiency.

For enterprises that are suitable for the use of telephone and e-mail marketing, it is a recommendable way to sell potential customers through telephone (e-mail) marketing.

Link: six key elements of successful telephone marketing: 1. accurately define target customers. This is a very important factor in six successful factors.

Where are your target customers?

Which customers are most likely to use your product?

This information must be very clear. Otherwise, even more phone calls per day may be futile.

2. accurate marketing database, with the target customers, you also need to make a customer database, which records the detailed information and contact information of the target customers. The sales representatives send out their customer resources from the database every day, then call, follow up, and so on, so that the sales efficiency will be greatly improved.

3. has good system support. If there is a customer relationship management system to support, many resources can be shared, and sales efficiency and management efficiency will be greatly improved.

4. media supports you. You must have market support in advertising and direct mail, and expand your brand influence as far as possible.

Therefore, in order to implement telemarketing, enterprises must try every means to establish their own product brand from the enterprise level, because it will attract many customers to call you actively, so as to improve sales efficiency.

5. is clear about the multi-party participation in the telephone marketing process. The sales process is very important. Without a clear sales process, it will cause a situation that you may not be able to relate to each other.

For example, the main work of telemarketing representatives is to screen sales leads and then pfer sales leads to external sales staff. Effective convergence and follow-up between departments can maximize the efficiency of telemarketing.

6., a highly efficient professional telemarketing team, you must have a very strong telephone marketing team.

The implementation of telemarketing is based on effective management within the company as the basis for successful sales.

Although some enterprises are also implementing telemarketing, their internal sales management is obviously very messy. Telephone charges are quite high and sales efficiency is very low, so telephone marketing is of little use.

But in order to improve the sales profit of the company through the telemarketing mode, effective management within the company is essential.

In the field of telemarketing application, generally speaking, enterprises can introduce telemarketing to make up for the lack of the current marketing system under the following circumstances: l if the enterprise uses some management resources, such as human resources, financial resources, material resources and business software, the introduction of telemarketing will help to maximize the effectiveness of these software and databases; l can develop new markets, introduce new sales channels, or use telemarketing to break through bottlenecks when sales are sluggish.

Business expansion is on the verge of growth critical point. Without increasing the huge resources re investment, telemarketing can achieve better results with low input; l strengthens the promotion of marginal customers.

General enterprises have many marginal potential customers who have high paction costs and low profit margins.

The telephone marketing will be very effective if we maintain and win over these customers through regular visits. At the same time, telemarketing can be done by L when we continue to promote sales or strive for further consumption of existing customers.

For some customers who are about to expire due to the expiration of the deadline / subscription period, they can follow up by telephone promotion so that they can continue to buy / subscribe, such as the magazine can use this way to persuade readers to continue subscribing to next year's magazine.