Telemarketing allows "interaction" with prospects

Telemarketing has a key advantage over other forms of lead generation, one industry expert has claimed.

Speaking to the CPA Technology Advisor, Brian Swanson explained that the technique differs from direct mail and forms of internet marketing as it allows "interaction" with the prospect, as well as the opportunity to "deliver key messages" to potential clients.

Mr Swanson advised firms using telemarketing as part of their lead generation strategy to ensure they follow up their initial call if they receive no response, as this is a step that is often "overlooked" by many.

"It could be that they [the prospect] were in a meeting when you called, went out of town, had deadlines to meet or any number of other valid reasons for not calling back," he was quoted as saying.

However, Mr Sawnson warned that telemarketing is not without risks and urged firms using specialist companies to conduct their campaigns to ensure they have a complete knowledge of the product or service they are selling.

His comments came after a survey by Stein Rogan+Partners found that outbound telemarketing was utilised by 86 per cent of respondents, with 68 per cent incorporating direct mail into their lead generation strategy.