Direct Marketing 101 Tutorial
When to Use Direct Marketing
Direct Marketing Process
Keys to Successful Direct Marketing Programs
Database Data-Driven Marketing Checklist
Direct Marketing Success Checklist
Direct Marketing Offer Checklist
Direct Mail Package Design
Direct Response Copy Guide
Direct Marketing Brochure Checklist
Direct Mail Email Design Tips
Direct Response TV / Video Guide
Direct Response Radio Guide
Direct Response Telemarketing Guide
Teleservices Definitions
Telemarketing Program Design / Creative Guide
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Teleservices Definitions
The following table lays out the various types of teleservices, their typical uses, call content, and typical methods of measuring the sucess of a teleservices program.
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Telemarketing
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Telecoverage
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Telesales
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Definition
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Telephone-based prospecting and information collection
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Telephone-based account coverage
- Also called inside sales
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Telephone-based product sales
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Method
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Primarily outbound
- Often farmed out to third party telemarketing service bureau
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Outbound and inbound
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Inbound and outbound
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Typical Uses
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- Data gathering, validation
- Surveys
- Seminar enrollment
- Event enrollment
- Inbound campaign responses
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- Opportunity identification
- Customer relationships
- Lead generation
- Routine sales
- Installed customer base protection
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- Product sales
- Lead follow-up
- Closure
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Call Content
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- Simple
- Scripted
- No relationship
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- More complex
- Ad hoc requests
- Problem solving
- Unscripted and scripted
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- Complex, technical
- Unscripted
- Competitive offerings
- Pre sale
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Measurements
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- Calls per hour
- Call attempts/completes per hour
- Inquiries, leads
- Database updates/accuracy checking
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- Leads
- Closes per lead
- Total revenue
- Customer satisfaction
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- Closes per lead
- Revenue per transaction
- Transaction satisfaction
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