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Regardless of what you’re selling, whether it is a product or a service, whether it is a commodity product or high ticket item, telemarketing is a cost effective means of promoting and marketing it.
The value of your average sale will determine whether it makes more sense to do your own telemarketing in-house, or to outsource the work.
Generally speaking, if your product or service sells for $5,000 to $10,000 or more, it makes good sense to outsource the telemarketing work. Suppose, for instance, that you sell equipment that retails for around $20,000. A telemarketer can probably contact two to four high level decision makers per working hour. If only ten per cent of those contacted are, on average, viable prospects, he or she will identify 10 to 20 bona fide prospects for you in a fifty hour period. If you close on 25% of the leads the telemarketer reports, you’ll make 3-5 sales, in all likelihood. That’s $60,000 to $100,000 in new sales for an investment of around $2,000 to $2,500.
If you sell a commodity product, you are probably shooting for repeat business. In that case, you are trying to cultivate long-term relationships with customers, not just a one-time sale of an expensive product. This requires that you identify each prospect’s buying cycle, learn about the products he uses, and compete effectively against all competitors. You can probably do this much more effectively in-house. Roasberry & Associates, Inc. provides consulting and training services to firms setting up their own in-house telemarketing operations.
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