Telemarketing as we know it may not exist a century from now. To understand telemarketing’s future, we have to recognize some hard truths. The opposition to receiving a cold call is getting greater and greater every day. That’s thanks to unscrupulous characters who perpetrate scams and fraud using telemarketing tactics.
More people are receiving more unwelcome and unsolicited calls. This is happening to such a degree that it’s changing the way we use our phones.
It used to be that people would answer any time the phone rang. There was no reason not to trust that it was somebody you knew. If it wasn’t, they had to have something important to say to you.
Now, though, levels of trust have shifted completely in the opposite direction. The best advice going around is that you should never answer a number you don’t recognize.
That’s the case for personal phones, at least. In business, it’s still a bit different. Managers and executives, too, though, are becoming exhausted by the constant calls. Those calls compete with their job responsibilities for their attention.
The Upside of Telemarketing’s Future
There’s a lot of good in business and personal telemarketing. This may come as a shock to most people, given the experiences that we’re all familiar with.
The simple truth is that telemarketing connects individuals with beneficial products and services. When it’s done right, telemarketing does make lives better.
But again, those who’ve abused the technology are ruining it for the rest of us. This is why we can’t have nice things, as they say.
So, looking down the road, what can we expect?
Telephones are one of the most efficient ways of conveying information fast. It takes a lot longer to write out a message than it does to say it. Video does convey more information. It also requires more resources to put together a good-quality repeatable presentation. Video calls also have serious technical limitations compared to a regular phone call.
With that in mind, phone calls themselves aren’t going anywhere. The infrastructure is there, and the cultural norms are in place. Everyone has a phone in their pocket.
What’s going to change, then?
A Distant Snapshot of Telemarketing’s Future
It’s pretty easy to see that people are starting to opt-out of unsolicited calls en masse. The national and state-level Do Not Call registries are a factor. As already mentioned, though, people are also ignoring unknown numbers more and more.
Unless the scammers and fraudsters change their tactics, that’s a trend we don’t see reversing any time soon.
At some point, telemarketing will only exist as a response to people who opt-in. There will still be a need to get information about relevant products or services.
Businesses that currently rely on telemarketing will find greater success with two tactics. They need to focus on using social media and networking events to build brand awareness.
Only once a relationship exists will anything like a telemarketing call take place. Prospect and salesperson will exchange direct numbers beforehand.
In other words, cold calling is dying out. There still has to be an initial introduction somewhere. The difference is that the phone will at that time no longer be the best place for that to happen.
That’s because the phone conveys a great deal of information, but it doesn’t convey trust the way other methods can.
What Does This Say About Us?
Keep in mind that all along, we’ve been talking about what things are going to be like a century from now. There’s no way to say for sure what is going to happen between now and then. We can see where trends are pointing. Despite that, an event tomorrow could change everything about telemarketing’s future.
In the meantime, businesses need to rely on the best telemarketing services available. That’s us. We know which way the wind is blowing, and we adjust the sails in response.
We don’t do robocalls. We don’t bombard people with merciless cold calls. We reach out to individuals who’ve expressed interest online. That happens via website signups or social media relationships. We help connect people to the providers of the things they already want!
If you want to be that kind of business for your customers, give us a call!