Telemarketing - the ultimate social media - Broadley Speaking


4th June 2010

Telemarketing – the ultimate social media

There’s a fair case to say telemarketing is the ultimate social media

Attended an absolutely invigorating talk from Scott Gould at the Plymouth Creative Brkfst this morning. Scott is speaker, writer and co-founder of Like Minds, a fast growing and innovative conference where Scott has already hosted some of the world’s leaders in Social Media and people to people thought.

Scott gave a fascinating presentation about the revolutionary/evolutionary progression from broadcast to social media in a marketing context. It was videoed, so hopefully we will be able to gain a link to it shortly. The cut and thrust came back to the rise and importance of “digital word of mouth”. As any marketer appreciates, Word of Mouth has always been the marketing nirvana.

Whilst it is appreciated there is a whole load of new media tools with which to develop meaningful relations with prospects and potential customers such as blogs, LinkedIn , Twitter, Facebook etc, that if used correctly allow relationships to be built away from the old “broadcast” marketing models, and can create WOM. Tellingly, Scott pointed out that interested folk might find news of a new product launch on say Twitter – if you were too embarrassed to pick up the telephone to tell them. Well telephones are digital and what we create is effectively word of mouth! Doesn’t this absolutely fulfill the criteria that makes professional sales advocacy using the telephone the ultimate social media?

It depends what your perception of telemarketing and telesales is. Many people’s perception is, of course, defined by experience of receiving calls at home or work. Script led, vast numbers of calls to carelessly targeted “suspects” – it’s a clear case of old style broadcast marketing – chuck the message out and see what sticks. This is a world away from what we do at Broadley Speaking – professionally crafted sales calls to carefully selected senior individuals in which a dialogue is created [sell not tell]. Each call and conversation absolutely individualised depending on the defined needs of the potential customer.

Scott pointed to the ludicrous nature of those recorded messages that masquerade as telemarketing I guess. This is the polar opposite of our intelligent sales approach. Our bespoke , unscripted calling produces “intelligence” , intelligent responses and a level of “intimacy” and engagement unlikley to be found in the most social social media – and all this drives sales.

If the criteria for “social media” is the individuality of communication , the ability to create a dialogue ( as opposed to broadcasting messages) , to listen at a rate of 2:1 to talking , to engage at a different level and in depth with prospects , to create Word of Mouth referal we would maintain Broadley Speaking’s intelligent sales approach to telemarketing / telesales is the ultimate social media.

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