DSC Tech Library
Telemarketing Related Information
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The following is an article relating to the telemarketing industry including products and services in our business areas.
Planning Your Way to Success
by Charlene Rashkow
Whether you are a small company or a large corporation
one of the primary keys to success lies in preparing
and following a good marketing plan. You can have the
most awesome product or service to offer but without a
plan in place, you may flounder for direction and waste
a lot of time and energy as a result.
Consider that your marketing plan, which is separate
and apart from a business plan, is an essential element
to the success of your company.
The plan should contain data and specifics pertaining
to your company's goals, the product or service you're
offering, how you intend to market it and a means for
measuring your success.
Generally, larger companies create plans that are
extremely comprehensive in size and nature while
smaller companies will do just as well with a smaller
strategy. It's a good idea to refer to your plan
regularly so that you can track your company's
WHAT A MARKETING PLAN SHOULD INCLUDE:
1. Creating an Objective
As a strong proponent for creating an objective or
purpose regarding any endeavor, I recommend starting
with a clear objective for your marketing plan.
Although it may mean spending a bit of time in
contemplation, it's best to be certain as to the
overall purpose and objective of your company. Take
some time to focus on what you really want to achieve.
As an example, when I first began my consulting
business, I thought long and hard as to what I
intended. More than anything else, I wanted to share my
skill in a positive and meaningful way that would help
other people succeed.
Focusing on what I felt about my expertise, I knew that
I enthusiastically enjoyed the challenge of creating
material that is powerful, well written and simple to
I also relished in the idea of empowering other
people, so with those thoughts in mind I created an
intention that aligned with my purpose. It is as
"My intention as a Writer/Consultant is to
fully succeed at providing my clients with high quality
written material that uniquely reflects their
objectives by helping them stand apart from the crowd!"
That intention has taken me far on the road I
contemplated many years ago and has never changed.
2. Targeting Your Audience
Included in your marketing plan should be the
strategies you intend to apply for specifically
reaching your targeted market.
Pay special attention as to which audience you are
trying to reach. Are there particular trends in your
industry? Are you aware of your competition? Are
layoffs affecting your particular arena and if so is it
to your benefit or detriment? Have you researched the
need for your product?
In other words, consider how the economy may affect
people either negatively or positively when they
consider purchasing your product or service?
The economy does not necessarily influence some
industries, but because it does influence many markets,
you may want to narrow your focus.
3. Your Strategy
Include in your plan effective marketing strategies.
Think about some of the largest companies in the world
that are constantly brainstorming in an effort to keep
the public's attention.
Notice how we are collectively bombarded with new
commercials and announcements daily, in an attempt to
make sure we never forget certain products or services.
I don't necessarily recommend that you do the same, but
it does hold some weight. If you're aren't promoting
yourself in some way, it's easy to forget your company.
Of course while most of us cannot compete with huge
companies, there are many ways to promote your business
without it costing a lot of money. It simply requires a
bit of thought and creativity.
4. Setting Time and Accomplishment Goals
Generally your plan should cover a period of from six
months to a year.
Check the plan you've prepared on a monthly basis as a
measure for meeting your goals and objectives. Ask
yourself periodically if you've taken all the steps
that you planned? Are you within your schedule? Are
you attracting the clientele you had hoped? Are you
making good contacts that return or send referrals?
Are you building rapport with customers? Does the plan
need some rearranging or rethinking?
If you find that you're on target keep the plan as it
is. But if you obviously see that something isn't
working, rethink your marketing strategies.
Primarily you want the world to beat a path to your
door so keeping a good marketing plan updated and
refined is crucial to the success of your business.
Having a roadmap to success will both keep you on track
and help to maximize your outcomes.
Since marketing is a process that never ends, have a
few ideas already in place as to how you may reach your
While you may hope for the day when you can sit back
reaping the benefits of your efforts, you can never
stop marketing. The challenge of determining various
methods and tactics that will get you noticed is a
constant, but it can be fun.
Based upon my experience, when I find that one avenue
isn't bearing fruit, I simply recognize it as an
opportunity to explore other avenues.
For me, that primarily means getting back to basics. So
I write a new article, send out a press release, begin
an e-mail campaign or simply get quiet for a few days
until I'm inspired. But I always have something in my
plan that keeps me motivated.
I suggest not putting all your eggs into one basket
because if the well runs dry, you're left with nothing.
I also suggest staying open to new ideas. Very often
we become set in our ways and feel afraid to veer in a
new direction. You may not have considered a
particular avenue until someone suggests it, so don't
say no until you've given it some thought.
Copyright 2002, 2003 Charlene Rashkow
Charlene Rashkow brings 15 years of experience as a
Writing Stylist/Consultant to her creative efforts as a
freelance writer. She has successfully helped companies
and individuals reach their objectives by writing
outstanding press releases, BIOS, web site content,
articles of interest, business plans and other forms of
marketing material. You may contact Charlene at
www.allyourwritingneeds.com or e-mail her at
email@example.com. You can also call her