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Telemarketing, qué es, cómo es el convenio y por qué se sigue utilizando Saltar al contenido Ring, ring… suena tu teléfono. Miras la pantalla y ves un número desconocido, «sí, dígame», al otro lado alguien te saluda por tu nombre con entusiasmo y trata de comenzar una conversación sobre algún producto contigo. ¿Te ha pasado alguna vez? ¿Demasiadas? Se llama telemarketing y en este artículo vas a entender qué es y por qué se sigue utilizando.
Qué es telemarketing El telemarketing es una forma de marketing directo que trata de crear interés, generar oportunidades, ofrecer información o generar leads a través de llamadas telefónicas. También se conoce como telemercadotecnia o marketing telefónico. Su origen está a finales del siglo XIX con la profesión de telefonista. Puesto ocupado habitualmente por mujeres que conectaban llamadas entrantes y salientes desde una centralita. Ya en el siglo XX, con el teléfono popularizado y el auge de la publicidad, surgieron nuevas profesiones relacionadas con la promoción de productos vía telefónica. El empleo de teleoperadora y los servicios de telemarketing se extendieron en las empresas. La definición de telemarketing de Wikipedia nos dice que «es una forma de mercadotecnia directa en la que un asesor utiliza el teléfono para contactar con clientes potenciales y comercializar los productos y servicios .
Diferencia entre telemarketing y venta telefónica No debemos confundir el término telemarketing, o telemercadotecnia, con venta telefónica. El primero es un concepto más amplio, que no sólo incluye la venta. Como vimos en su definición, pretende generar oportunidades mientras que la venta telefónica busca convertir contactos en clientes . En una llamada en frío a una base de datos no se debe intentar vender en la primera llamada, el telemarketing busca el primer contacto para ofrecer y obtener información que sirva para la posterior venta telefónica . Ambos procesos podrían hacerse en la misma llamada, pero debemos distinguirlos. En resumen, dentro del proceso de captación y conversión de clientes, las ventas en telemarketing son una parte más.
Tipos de telemarketing Vamos a usar una clasificación basada en el objetivo de la llamada y cómo se produce la misma:
Vender : venta telefónica pura, la realizamos cuando el teleoperador busca convertir un lead en un cliente. Si quieres saber más puedes leer el artículo donde explicamos qué es un lead .Generar leads : es el paso previo imprescindible a la venta. Cuando el primer contacto se realiza en frío, es decir, a una persona que no espera la llamada, buscamos captar su interés sobre el producto o servicio.Salientes : cuando el teleoperador toma la iniciativa y realiza la llamada desde el call center de una empresa.Entrantes : la atención al cliente o posible cliente que contacta con la empresa en respuesta a una acción de marketing previa.Llamada a la acción : el contacto telefónico se realiza con un objetivo claro. Este puede ser la participación en un concurso, la visita a una web, la asistencia a un evento…Concertar una cita : si el objetivo de la acción de telemarketing es tener un reunión presencial con el potencial cliente para cerrar la venta.Recoger información : puede hacerse a través de encuestas rápidas donde, desde el contact center, recabar datos relevantes que permitan la segmentación del cliente .Limpiar base de datos : un listado desactualizado es fatal para una campaña de telemarketing, por tanto debemos cribar y limpiar la información inútil. Es importante recalcar que las funciones del trabajo en telemarketing, como puedes comprobar, van más allá de vender.
Ventajas y desventajas del telemarketing Aunque puede ser una herramienta muy efectiva para tu negocio también tiene ciertas desventajas que debes tener en cuenta.
Ventajas Interactivo : el contacto telefónico directo con el usuario es muy vivo y personal.Asequible : bien tras externalizar el servicio offshore o nearshore (en un país más lejos o más cerca) o desde un call center propio, es una estrategia poco costosa.Relacional : bien ejecutado, el telemarketing es una gran herramienta en nuestra estrategia de marketing relacional .Inmediato : el feedback y la respuesta obtenida puede ser positiva o negativa, pero la recibimos en el momento.Medible : la conversión de la llamada se puede medir con facilidad.Mucha información : permite ofrecer gran cantidad de datos sobre el producto, mucha más que un anuncio u otra publicidad.Venta cruzada : el contacto directo permite ofrecer otros productos en el momento.Venta a distancia : la venta telefónica permite ampliar el alcance físico del negocio. Vayamos ahora a las desventajas que pueden hacer que la idea de recibir una llamada de ventas te asuste.
Desventajas Ética : es la crítica fundamental del telemercadeo. ¿Hasta que punto es ético llamar a una persona que no ha solicitado ser contactada? Algunas técnicas de telemarketing pueden resultar agresivas e intrusivas; una interrupción o una llamada en mal momento puede ser interpretado como una invasión a la intimidad. Para evitarlo algunos países ya lo legislan y existe un registro «do not call» para restringir las llamadas recibidas.Reputación : una mala práctica puede arruinar la reputación de la empresa para una persona que recibe una llamada que le incomoda.Teleoperadores poco formados : la responsabilidad final de la acción recae en el teleoperador, es decir, el éxito de la estrategia depende de su habilidad comercial. El telemarketing sin experiencia puede resultar muy costoso.Base de datos : en la calidad de la base de datos reside el éxito de una campaña de telemarketing. Una lista adquirida y no segmentada provocará que las llamadas sean inapropiadas ya que no estaremos atacando una necesidad real.Guión telemarketing : tenemos que usar un guión para realizar las llamadas, optimizarlo requerirá tiempo. Por suerte hay software de telemarketing que ofrece un guión integrado.Control : en caso de subcontratar el servicio perdemos el control y corremos el riesgo de una mala ejecución.Automatizado : aunque puede considerarse una ventaja, el marketing automatizado suele no gustar a los que reciben la llamada de una máquina. ¿Te parece justificada la mala fama que ha recibido el telemarketing en los últimos años? Vamos a ver un poco más a fondo el sector.
Convenio telemarketing Aparte de saber qué es el telemarketing, quizás te interese conocer más información sobre el trabajo en un call center. Según el sindicato Comisiones Obreras , la negociación del nuevo convenio ha estado enquistada durante más de dos años . Aunque la falta de acuerdo entre sindicatos y empresas de telemarketing ha alargado las negociaciones existe un preacuerdo que dejaría las condiciones y el salario de telemarketing de la siguiente forma :
Jornada anual : 1764 horasJornada semanal : 39 horasPeriodo de prueba : 1 mesPaso a especialista : 1 añoTurnos : dos nuevos turnos de 9 a 18 y de 12 a 21 horasDías máximos de trabajo seguidos : pasan de 11 a 8.Embarazadas : a partir de la semana 22 su descanso será doble.Incrementos salariales :2017: 1,6% aplicable desde enero a todos los conceptos salariales: festivos, nocturnidad, plus de idioma…2018: el IPC de 2017 con un mínimo de 0,6% más 0,5%.2019: el IPC de 2018 con un mínimo de 0,6% más 0,5%. Da igual que trabajes en empresas de telemarketing en Barcelona, en Madrid o ejerzas tus funciones desde casa, en España la firma de este convenio es a nivel nacional.
¿Ya puedes realizar una campaña de telemarketing? Con toda la información que te hemos dado, ¿qué opinas? ¿Podrías poner en marcha una estrategia de marketing telefónico? Aunque sea una herramienta con cierta mala reputación muchas organizaciones, empresas y ONG sigue utilizándola, ¿te parece útil ? ¿O eres de los que cuando recibe una llamada dice que no tiene tiempo aunque esté sin hacer nada en el sofá? Déjanos una anécdota en los comentarios.