You should focus on marketing constantly. It communicates and reinforces to prospective and existing clients the value of the services you provide. Telemarketing is an important part of this, and it can be a great way to fill your lead pipeline. To maximize the value of your marketing investment, though, the “tele” variety of marketing should be part of a larger campaign.

Implication: telemarketing itself does not constitute a marketing campaign.

Directionless telemarketing – which occurs when there is no guiding strategy involved – is focused on the myopic goal of getting meetings scheduled. Of course, this is what you want … as long as the meetings are with likely buyers. However, there in lies the rub!

Because telemarketing is often provided at a per-appointment fee, the directive becomes a meeting for meetings sake, rather than focusing on a revenue driving strategy. Would you rather have eight appointments with aggressively convinced-to-meet appointments that result in $0 revenue or would your rather have two engagements with prospects who have been cultivated and eagerly await the discussion with you and produces $200,000 in revenue. There are tactics that achieve both, it really is your choice which direction you take.

The moral: Use telemarketing, use it like tomorrow the phone lines will be shut off, but use it as a part of a integrated marketing approach to nurture rather than coerce.

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