Developing Telemarketing Support Systems

Moncrief, William C.; Lamb Jr., Charles W.; Dielman, Terry
August 1986
Journal of Personal Selling & Sales Management;Aug86, Vol. 6 Issue 2, p43
Academic Journal
One of the fastest growing methods for increasing salesforce efficiency is telemarketing. Telemarketing is no longer limited to business-to-consumer sales. Business-to-business telemarketing is growing at a rate of 30 to 40 percent each year. It has been estimated that business-to-business telemarketing will generate over $97 billion in sales during 1986; a 33 percent increase over 1985. Telemarketing offers several other potential benefits including the opportunity to increase sales revenue and profits. Telemarketers can normally conduct prospecting calls much more quickly and more efficiently than their counterparts in the field. They are also better prepared to handle incoming calls since they do not have to divide their time between the office and the field. Telemarketers can be used in service centers to handle problems with delayed or lost orders. The service center can act as a buffer for field representatives by handling routine problems and releasing the field representatives to spend more of their time selling.


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