Examining the Roles of Telemarketing in Selling Strategy

Moncrief, William C.; Shipp, Shannon H.; Lamb Jr., Charles W.; Cravens, David W.
September 1989
Journal of Personal Selling & Sales Management;Fall89, Vol. 9 Issue 3, p1
Academic Journal
The article analyzes the contribution of telemarketing in selling concept, services and goods. The term telemarketing refers to a systematic and continuous program of communicating with customers and prospects via telephone and other person-to-person electronic media. Telemarketing includes more than passive receipt of inbound calls, which characteristically occur at telephone order desks maintained by many firms. The role of telemarketing in the institutional seller, trade servicer, and trade seller job categories is to supplement field selling efforts. The more routinized the selling process, the more likely telemarketing can make an important supplemental contribution to face-to-face selling. Telemarketing can provide a complete sales and customer support effort for selling situations in which face-to-face contact is not required. Organizations which may benefit from this strategy are ones with large and widely dispersed customer bases whose purchasers range from very small amounts to very large amounts.


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