The Dialamerica Teleservices Handbook : A Guide to Successful Inbound and Outbound Telemarketing [Hardcover]

Robert Doscher (Author), Richard Simms (Author)

Book Description

Publication Date: September 2000

Praise for The DialAmerica' Teleservices Handbook "Rich and Bob have done an outstanding job of presenting the DialAmerica approach to successful telemarketing. We are very proud to have the DialAmerica name associated with this book and plan to recommend it to all of our employees, clients, and friends in the business." -- Arthur Conway, President DialAmerica Marketing, Inc. "At last, a complete guidebook to getting the most out of the powerful telephone medium. Doscher and Simms present detailed practical guidance on planning and execution, as well as a very valuable chapter on how telemarketing will change over the next decade. I recommend this book to marketers everywhere." -- Ruth P. Stevens, Adjunct Professor, Direct Marketing, NYU Chair, Business-to-Business Council, Direct Marketing Association ""The DialAmerica Teleservices Handbook" is your checklist to make sure everything is working at peak efficiency and to improve what you've got. . . . This is a book I will keep in my personal library and will refer to again and again. Thank you, Richard Simms and Bob Doscher, for creating it!" -- From the Foreword by Denny Hatch, former editor of "Target Marketing" and author of "2,239 Tested Secrets for Direct Marketing Success" Ready to increase sales, get closer to your customers, upsell and cross-sell with greater ease than ever before? "The DialAmerica Teleservices Handbook" walks you through the design and execution of a successful telemarketing campaign, from writing the script to fulfilling the order. You'll find the answers to questions such as: How do I make the campaign a positive experience for my customers? What if my house lists don't have phone numbers? Should I hire anagency and/or a consultant? What kind of technology do I need for telemarketing? How do I handle credit and collection? Can I incorporate market surveys into my efforts? How do I generate qualified leads? Learn the secrets of one of the nation's largest telephone marketing organizationsand make your telemarketing campaign a ringing success!

Editorial Reviews

Review

"Finally, a complete guidebook to getting the most out of the powerful telephone medium. I recommend it to marketers everywhere." -- Ruth P. Stevens, Adjunct Professor, Direct Marketing, NYU; and Chair, Business-to-Business Council, Direct Marketing Association

From the Back Cover

Have you ever wondered . . .

• Wondered why telemarketing generates such fantastic results for some companies and fails miserably for others?
• Wished you could tap into the secrets of those companies that succeed?
• Pondered how your bottom line might benefit from a low-cost, high-profit-margin sales strategy?

If you're ready to learn more about that widely used, and often misused, marketing powerhouse called telemarketing, here's where to begin. The DialAmerica Teleservices Handbook reveals how one of the nation's largest telephone-marketing organizations helps companies achieve phenomenal success through both outbound and inbound telemarketing. Featuring the insights of two lifetime telemarketing professionals, The DialAmerica Teleservices Handbook is packed with case studies, examples, sample scripts, and the lessons learned from thousands of telemarketing campaigns-both inbound and outbound. This book is an indispensable guide for in-house marketers as well as agency veterans. Telemarketing is the number one directmarketing medium in the United States--bigger than direct mail, newspapers, magazines, television, radio, or the Internet. Its cost is amazingly low, while its market penetration rates are surprisingly high. Done correctly, as case studies in the book demonstrate, telemarketing offers the opportunity to:

• Increase orders by i,ooo percent over those generated by mail, at a fraction of the cost
• Upsell and cross-sell with more success than you've ever experienced through print
• Secure a Yes or No answer from as much as 85 to 95 percent of the available population
• Speak to your customer live and obtain completely spontaneous, unrehearsed feedback

The DialAmerica Teleservices Handbook walks you through the essential steps: writing a sensitive, successful script; producing knowledgeable, confident, and courteous salespeople; finding the right price point (the "sweet spot"); and selecting the right lists. The authors include numerous detailed examples of how to test, test, test, so that you maximize all of your efforts, avoiding such pitfalls as cannibalizing your mail response. The book also addresses the technological issues that all telemarketers are facing today, including the relationship between inbound telemarketing and the Internet, the pros and cons of IVRUs and CTI, and the potential of Teleweb. With its focus on strict compliance with federal privacy standards, its emphasis on rep training, and its many helpful examples and case studies, The DialAmerica Teleservices Handbook is the guide you must have to design a telemarketing campaign based on integrity, sound research, and solid sales goals. Tap into the telemarketing savvy that's helped DialAmerica generate millions in business-to-business and consumer telephone sales!

Product Details

• Hardcover: 304 pages
• Publisher: McGraw-Hill Companies (September 2000)
• Language: English
• ISBN-10: 0658003992
• ISBN-13: 978-0658003998
• Product Dimensions: 9.3 x 7.5 x 0.9 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #506,153 in Books (See Top 100 in Books)
  • #40 in Books > Business & Investing > Marketing & Sales > Marketing > Telemarketing

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Customer Reviews

Most Helpful Customer Reviews

8 of 9 people found the following review helpful:

5.0 out of 5 stars A must-read for everyone involved in telemarketing., January 24, 2001

By 

Don Swogger, Holldon Group (Cordova, TN USA) - See all my reviews

This review is from: The Dialamerica Teleservices Handbook : A Guide to Successful Inbound and Outbound Telemarketing (Hardcover)

This book provides rare insight and candor from the authors who have years of direct, hands-on experience in creating and implementing many hundreds of inbound and outbound campaigns. Combined with the actual results of numerous campaigns conducted by one of America's oldest and most respected telemarketing companies, this book accurately describes the ingredients needed for success. It also pulls no punches in describing how you can set yourself up for failure if you don't do your homework in planning a campaign. You will learn from the success and failures of others and realize the full potential, and the limitations of telemarketing.

I have over 27 years experience in the call center industry and found this book to be like taking a refresher course on how to do it right. This is worthwhile reading for everyone.