There is no doubt that the telephone is one of the most powerful business tools that you can have. Working out how to use it, is a different story. Telemarketing is a powerful way to connect with existing and potential customers whether that’s to secure business or gather data. But, which is better Inbound or Outbound? We’re looking at the strengths and weaknesses of each…
STIGMA – OUTBOUND
The stigma surrounding outbound telemarketing is often a negative one. Outbound telemarketing is often referred to as irritating, unsolicited and an invasion of privacy. The trouble is, there are many businesses out there not offering high quality calls to prospects, which in turn gives outbound telemarketing a bad name. If you put your customers and prospects best interests first, and build a well trained team who are knowledgable, respectful and willing to listen, you will find it easier to break through that initial hostility that outbound telemarketing can create.
SMALLER CAMPAIGNS – INBOUND
You will find with Inbound marketing that as the customers are calling you, you are limited to only connecting with those who are initially interested. Although, in some cases, this can be a very good thing and a sure sale, it limits your ability to gain interest and grow your demographic.
FEEDBACK & LEVEL OF INTEREST – OUTBOUND
The great thing about outbound telemarketing is it allows you to really get an idea of what your proposed target market is looking for and whether they respond to your product or service. This enables you to either tighten up demographics or open it up to prospects you never considered before. Outbound telemarketing can give you more knocks than success, but it’s about turning those no’s into positives by gaining feedback and a better understanding of what your prospects want/need.
A SURE THING – INBOUND
Probably the most attractive attribute that people find working in and running inbound telemarketing campaigns is that the customers are initiating the first contact, which means they have shown a level of interest towards your products and services. Whether they are just looking for some answers or want to purchase there and then, it is easier to close a deal with a prospect that has engaged with your business and your products in the first instance, than it is to people who haven’t.
Whichever you choose is purely down to what your business needs from a telemarketing campaign. If you feel that you have generated enough buzz and interest in your products and services, inbound may be for you. But if you are still in development or a small business trying to generate interest and adding definition to your target market, outbound could be the one for you.