what it is? Features, principle of operation, pros and cons

Telemarketing is a type of sales in which goods and services are sold to customers by telephone. Telemarketing is used by many companies as an effective sales-boosting tool. This method allows you to remotely establish contact with the buyer, bypassing intermediaries. Today we will consider what is the value of telemarketing, what are its types and algorithm of work.


What it is

Calls from managers eloquently offering to purchase a popular product have become the norm for Russians. The attitude to such sales in our country is ambiguous, but, nevertheless, they are in demand. If the first telephone appeared at the end of the 19th century, then the idea to use it as the main “assistant” in the field of trade came in the second half of the last century.

Today it is reliably known that DialAmerica Marketing, Inc. became the pioneer of telemarketing. The company’s management proposed a fundamentally new approach to sales back in the 1950s, already in 1976 it became widely known as an organization that sells goods via telephone.

Telemarketing is a type of marketing where all sales-related activities are carried out through the only communication channel with customers – telephony

In simple terms, telemarketing is the process of selling goods and services over the phone. For the first time the term “telemarketing” was introduced into circulation in the late 70s at the suggestion of Bell Systems. Gradually, industry experts identified the basic rules for using telemarketing, identified its varieties and a single algorithm for using the tool in practice.

Features of the

There is a misconception among buyers that telemarketing is aimed at identifying customer preferences and PR of any product.

The thing is that massive calls to subscribers have really become a frequent occurrence, and they are aimed at the consumer mass, and not each individual client. Calls like these are annoying and seem like a completely useless waste of time, at least many of our compatriots think so.

Telemarketing differs significantly from other channels of communication with a customer in that it has the goal of attracting the customer’s attention, bringing him to a dialogue, and identifying the range of goods that can interest him. Here it is important to observe all the subtleties of communication with the client: to study his needs during the dialogue, tastes and mood, succinctly tell about the available assortment of goods and the advantages of buying in this organization. You cannot be intrusive and rude, then you can turn the audience away from yourself, which will immediately affect the level of sales.

From this we can conclude that in the field of telemarketing, the role of the seller or agent is extremely important. He must be well versed in the intricacies of his work, be polite and competent. The agent should pursue the goal of appealing the client, inspiring confidence in himself, only then contact will be established. In addition, the seller must clearly explain the purpose of the call, and his speech cannot cause rejection.

It will not be superfluous to display moderate emotionality, so the buyer will feel that he is having a conversation with a lively interesting person.

outgoing and incoming calls


Experts have long divided telemarketing into two main types: inbound and outbound. Each of them should be discussed in more detail.

Inbound telemarketing

A potential buyer may have questions regarding a product that interests him. To this end, they create hot lines where you can contact at any time and get expert advice on all issues. It is believed that the best way to end such a call is to place a purchase or order a service from the company.

Imagine that, while surfing the Internet, you stumbled upon a website that sells furniture. Scrolling through the photos showing the company’s products, you have found the sofa of your dreams. Decorated in the Empire style with gorgeous velvet upholstery, it has become a delight and you will certainly want to buy it. A number of questions immediately arise, the answers to which are not given by the company’s website. In this case, feedback acts, the client calls the online store, where the consultant helps him understand all the nuances of the purchase.

This is how incoming telemarketing looks like and, as practice shows, it is in great demand in Russia, the buyer really wants to get advice. Each subsequent call processing should perform the following tasks:

  • Determine the buyer’s need;
  • Arrange consultations of a selling nature, encouraging the client to purchase;
  • Analyze the demand for specific product groups.

Firms are increasingly organizing full-fledged call centers, recruiting a staff of qualified employees with experience in the field of sales. Call center operators often anticipate a ton of incoming calls during major promotions and new offers. The operator is obliged to give a full answer to all the customer’s questions and convince him of the correct choice, motivating him to buy.

Outbound telemarketing

Outgoing calls from commercial companies are not as popular as incoming calls. The point is that the buyer may not be inclined to buy, and any dialogue regarding the sale of a product is regarded as an obsessive urge to buy. It is much more pleasant to deal with “hot” calls, since the client is initially interested in the product, which cannot be said about “cold” calls.

At the same time, outbound telemarketing is more interesting from the point of view of the selling company, as it allows you to get acquainted with the desire of the consumer and find new customers.

What work do outbound telemarketers do?

  • Selection of new buyers for a common client base;
  • Determination of the share of potential customers, disposed to purchase a product;
  • The introduction of advertising offers to the masses to attract new customers;
  • Consulting on the product of interest;
  • Registration of a purchase order.

The correct approach to customers, lack of obsession and a sincere desire to become useful to the consumer allows you to achieve his location, increase the level of trust among the audience of buyers.

How it works

Parkinson’s Law states that the quality of a telephone call directly affects the amount of time spent. From this we can conclude that in telemarketing it is extremely important to enter into a dialogue with a potential client.

For communication to be useful for both sides of the negotiation process, it is necessary to strictly follow the main objectives of the industry:

  1. We create an approximate sales plan, with a written script, speech and possible scenarios. The dialogue with the client should be constructive, in it it is necessary to give a short excursion about the activities of the company, its target audience, the range of goods sold, etc.
  2. We demonstrate to the client the confidence that the call was not made by chance, and the products sold can really be useful and even necessary. The sales agent must exude confidence, be steadfast in his position and be friendly towards the consumer;
  3. It is necessary to abstract from the classic sales schemes, when the consultant is trying with all his might to squeeze unnecessary goods into the consumer. The tone of the conversation should not be intrusive, it is necessary to “talk” the client, give him plenty of talk and quietly agree to the purchase;
  4. You cannot start a dialogue with stamped phrases about the intention to sell something, such a position immediately repels, and the consumer base will not be replenished with new names;
  5. It is necessary to value the client’s time, to listen to his desire or unwillingness to speak, then he will understand that he is really heard, and not listened to. In the end, you can ask when the interlocutor will have free time to continue the interrupted dialogue.

It is worth noting that the scale of telemarketing is not as striking in Russia as it is in the West. There communication with clients through telephony has become a habit; in our country, acquaintance with “cold” calls is extremely uneven. For example, in the capital and the largest cities of Russia, it is already difficult to surprise subscribers with telephone sales, while residents of the regions perceive this approach as a novelty.

At the same time, the uneven distribution of the influence of telemarketing plays into the hands of the largest companies that sell goods through call centers. In fact, today in the country there is a low level of competition in this area, so the effectiveness of the method reaches record levels, in contrast to Western practice, where competition is off scale.

The main trick of telephone sales is that the manager must identify the main need of the client during the conversation. He immediately offers effective ways to solve the problem, and the buyer mentally agrees that the offered product is really necessary for him.

telemarketing and sales

Advantages and disadvantages

Telemarketing, as one of the sales industries, has positive and negative sides. Having weighed all the pros and cons, you can understand whether it is worth using the method in your business or it is better to refrain from telephone communication with clients.


  1. Prompt communication with clients. Other marketing tools are not able to get in touch with the consumer as quickly, notify him of a new product, promotions, discounts, etc.
  2. The likelihood of a high degree of customer interest during the dialogue. In the process of communication, the client may have the feeling that he is pleased to talk with a consultant, and the goods being sold are really interesting to him;
  3. Communication with the consumer allows them to take into account their wishes and interests, which in the future can positively affect the quality of the product and the level of sales;
  4. Creation of a base of regular customers, ready for long-term cooperation and interested in new products.


  • Not all Russians have a positive attitude to commercial offers voiced over the phone. Many believe that a call can be made by fraudsters for the purpose of profit, therefore they have prejudices about cold calling;
  • Today there is a shortage of qualified call center workers. As a rule, such a position is taken by people who do not fully understand the importance of telemarketing. A competent specialist is well versed in all products and at the same time is a subtle psychologist, such workers are now worth their weight in gold. Hence, it becomes necessary to create advanced training courses;
  • Not all goods can be sold over the phone.


  1. Due to the lack of competition in the field of telemarketing, you can safely master a niche, willingly using an effective tool;
  2. Before you start calling customers, you need to think over in detail the further dialogue so that there are no unpleasant pauses and unforeseen situations;
  3. During the conversation, the main thing is to hear the client, his wishes and critical remarks;
  4. Competently selected call center personnel can greatly simplify communication with the audience, so it is worth working hard in the process of training employees and finding worthy candidates.


Telemarketing is the sale of goods and services through a telephone dialogue. It can be a truly effective tool for driving sales and building customer trust. This is a complex sales channel that requires an integrated approach and detailed study. If you take a responsible approach to the issue of introducing telemarketing into the sales sphere, then your company is doomed to success.

“How do you feel about cold calling? Have you ever had to place an order by phone? Leave your comments and do not necessarily rate the article, your opinion is important to us! “