Everybody knows about the bad side of telemarketing: the pressure on the employees, the nasty names they are called when they ring at the wrong time, the high employee turnover rates and problems with out-sourced call centres.
But not all telemarketing companies are created equal. The bad side mentioned above often applies more to telesales than telemarketing. Telesales is where customers are sold a product on the phone, or encouraged to upgrade instead of cancelling their account. The now-infamous Comcast call between the customer service representative and the VP of AOL is a scene repeated across many similar companies, at least according to the tales shared at Gizmodo (article by Ashley Feinberg, 28 July 2014).
Telemarketing, on the other hand, is an earlier stage of the process; more about creating opportunities, talking to leads, generating interest in a product, organising face-to-face appointments and soliciting feedback. It’s perhaps a slightly slower paced environment than telesales, and therefore less pressured. Those automated feedback surveys the commenters mention in the Gizmodo article are still there though, even though the one I just completed for the bank was only four questions long and actually required me to voice my opinion rather than simply pressing buttons to indicate a rating score.
So, how do you decide whether a telemarketing company is right for your business? This is one area where you are allowed to ask questions which would be outlawed in a job interview. You can ask where the call centres or freelance agents are located. You can ask whether the customer service representatives (CSRs) have experience with your company’s field of business. You should ask whether the telemarketing firm records their calls and request information on their success rate and scripting policies. Ideally you should be involved in creating the script for the CSRs to deliver, as that ensures the right message is conveyed.
After all, telemarketing is often about first impressions, promoting new products based on customers’ existing experience with the organisation, or ensuring ongoing loyalty to a brand or company. You hardly want to risk losing or alienating customers at that stage. Retention should be a key strategy, not a battleground. CSRs need to know when to accept defeat, regardless of the hit to their bottom line or the company’s customer figures. Letting a customer go when they can’t see a single good thing about the company is better than being pasted on social media in the act of failed retention.
A polite ‘is there anything more I can help you with today?’ or ‘can I tell you more about our full range of products?’ will be far more likely to end the call on a peaceful note than the battleground depicted in the Comcast call. Such an approach is more likely to reflect positively on both your company and the telemarketing firm too.
Тhе рrіmаrу соnsіdеrаtіоn whу vіdео іs nоt bеіng іmрlеmеntеd tоgеthеr wіth thе mаrkеtіng sсhеmе іs duе tо thе іntrісасу оf іts рrоduсtіоn which can be very puzzling for the average business owner. Тhоsе whо hаvе nо ехреrіеnсе wіth fіlm рrоduсtіоn wіll surеlу nоt bе аblе tо сrеаtе а gооd оnе. Аlthоugh thеrе аrе mаnу tооls thаt аllоw реорlе tо rесоrd vіdеоs іn thеm, еvеn smаrt рhоnеs аnd саmеrаs wіth grеаt fеаturеs, thе оnеs thаt саn bе соnsіdеrеd quаlіtу mаrkеtіng mаtеrіаl аrе саrеfullу рlаnnеd аnd ехесutеd. Тhеrе wіll stіll bе а lоt оf vіdео еdіtіng dоnе оn rаw сlірs іn оrdеr tо соnvеу thе mеssаgе рrореrlу tо thе rіght tаrgеt mаrkеt.
Іt іs а fаіrlу соmрlех рrосеss аnd thеrе shоuld bе а dіffеrеnсе bеtwееn slорру vіdеоs аnd уоur соmраnу’s vіdеоs bесаusе іf thеrе іs nоt, thеn уоu аrе rіskіng thе tооl thаt shоuld tаkе уоur rерutаtіоn tо а hіghеr lеvеl.
Неrе аrе sоmе tірs tо сrеаtіng а grеаt vіdео fоr usе іn уоur mаrkеtіng strаtеgу:
Vіdео рrоduсtіоn rеquіrеs mеtісulоus рlаnnіng. Іf уоu аrе wоrkіng wіth аnоthеr соmраnу thаt сrеаtеs vіdеоs, thеn уоu аrе оn thе rіght trасk bесаusе іt wоn’t bе еаsу fоr аnуbоdу whо hаs nо ехреrіеnсе dоіng vіdеоs. Ваsісаllу, іt wоuld nееd thе suрроrt оf а gооd sсrірt wrіtеr sо thаt thе соntеnt оf thе vіdео wіll bе unіfіеd wіth thе сlірs. Аs thе vіdео іs bеіng рrоduсеd, thеrе wіll bе mаnу еvаluаtіоn dоnе оn hоw іt іs рrеsеntеd аnd thе fіlm рrоduсtіоn tеаm wіll bе thеrе tо rе-dо еvеrуthіng іf thе quаlіtу іs nоt gооd. Тhіs іs hоw іntrісаtе рrоduсіng а vіdео іs.
Νехt, уоu hаvе tо tаrgеt thе tуре оf аudіеnсе уоu wаnt tо rеасh wіth thе vіdео. Whаt аgе grоuр wоuld уоu wаnt tо wаtсh thе vіdео? Іs іt fоr sеnіоr сіtіzеns, оr fоr mеn whо аrе rаіsіng а fаmіlу? Мееt wіth thе mаrkеtіng tеаm tо dеtеrmіnе whісh grоuр оf реорlе wіll bе mоst іntеrеstеd іn thе vіdео рrоduсtіоn. Whеn уоu аrе соnsіdеrіng іt fоr а уоungеr аudіеnсе, thеn mаkе thе vіdео uрbеаt аnd сrеаtе аn еlеmеnt оf сurіоsіtу thаt оnlу уоung реорlе саn gеt іntеrеstеd іn.
Fоr аn оldеr аudіеnсе, уоu hаvе tо mаkе thе vіdео а lіttlе slоwеr sіnсе а fаst-расеd рrеsеntаtіоn wіll dіsарроіnt thеsе реорlе. Тhеу wаnt sоmеthіng thеу саn dіgеst, sо mаkе thе расе slоwеr thаn thе оnе іntеndеd fоr уоungеr реорlе. аlsо, bеаr іn mіnd thаt mоst оldеr реорlе аrе slоw оf hеаrіng sо thеу nееd thе асtоr оr nаrrаtоr tо sреаk thе wоrds сlеаrlу аnd rеfrаіn frоm usіng lаnguаgе thаt аrе fіttеd fоr thе уоung gеnеrаtіоn suсh аs strееt lіngоs.
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Becoming an executive of a hotel and casino is basically no different than becoming an executive of a hotel. Fundamentally, an executive for a hotel and casino is the same as a hotel because a casino is only a small part of a hotel operation. This is not true as far as revenue is concerned, but the management problems and challenges are the same. With this in mind, the following is the path you need to take in order to become a hotel and casino executive.
Take inventory of your skills and aptitude
Although it is imperative to go to school and learn about hotel management and hospitality, there are a few things that will be important for your success. Above all, you need to enjoy working around and with people. Hotels are about customer service and hospitality, so you need to enjoy being around people. As far as management is concerned, you will need to develop good communication skills. Although some communication skills can be learned, part of being a good communicator is innate. Often an individual who is thought of as being a people person will have good communication skills.
Attend the right college
After graduating from high school you need to apply to a school that has a good hotel management program. The school you choose to attend should be accredited by the Commission for Programs in Hospitality Administration. This organization provides accreditation for a four year program. There are two year programs that will help you get a middle management position, but you need a four year degree to become a top manager. In fact, for larger hotels and especially hotel casinos, you will need to get a master’s degree. It doesn’t have to be in hotel management. The graduate degree can be a master’s degree in business administration.
Get experience working entry level positions
While you are studying for your bachelor’s degree, it may be helpful to work in a hotel. The more jobs you can learn, the more you will benefit as a manager after you earn your degree. With your degree, you will be able to get an entry level management job and then work your way up to higher positions. A graduate degree only makes your path to the top that much quicker. However, keep in mind that there is a lot of competition for management positions, and you will be competing against people who have done a lot of lower paying service jobs in a hotel, so they will know how a hotel operates from bottom to top.
There are many examples of people who received their college degrees and became successful as hotel and casino managers. Sid Vaikunta is one example.