A global message needs a local touch

Selling is now about conversation. The listening (on and offline) is essential if that conversation
is going to bear fruit. Are you still trying to use your global tone of voice in every territory?
Mistake. A global message needs a local touch and your business ear needs to be close to the

So the rumors that telemarketing is dead are premature. Yes, digital channels are cheap
to manipulate and some telecommunication has been discarded in favor of people ‘liking’,
‘poking’ and tweeting each other on social networks. But good quality telemarketing is still `
a powerful medium. In the B2B world prospects do spend a lot of time online and in social
media forums researching,educating themselves and seeking views from peers around the
world. But the fact remains that people still want to engage face-to-face or over a phone
when ready. They now rely on quality content to be educated about choosing a solution with
the most benefit to them. A well timed call can then make all the difference.

Local language. Is it a must everywhere?
One rule doesn’t work for all – make sure you are aware of the cultural specifics.
The Nordic regions respond well to calls received in English – though they like it
more if you can do it in their mother tongue. In France, Spain and Germany, the native
tongue is essential. This doesn’t include using English telemarketers with a second
language, because these countries will pick up on that and be less than impressed. In the
Middle East, China and India there are multiple languages/dialects within the day to day
culture, so they are more open to varied accents as long as the vocabulary is good.

Good telemarketers can often start in the native language but finish or combine English.
You need to be flexible in how you call, and flag records so that if you don’t get the approach
right on the first call, you can switch to a different language if need be. Skilful telemarketing
agencies recruit foreign language speakers that will work in-house across multiple campaigns,
but these people need the same skills as top sales people. They need the skills and language to
be able to build rapport and trust, which requires an understanding of culture and dialect but
also the skill to cross-sell and up-sell.

Panovus stresses that ‘consistency of message’ is the key thing to aim for. It’s not just about
the people making the calls, but about integrating that with a much broader marketing mix and
utilizing your people. After all they are the ones with the ingrained local and cultural knowledge
that can help nurture the whole process.

Integrated campaigns
Companies will need to consider how they’re going to integrate their telemarketing activity with
other strands of communication within a campaign. The skill of the agency/client relationship lies
in being able to use the information you gather to target ongoing messages more effectively.

Every successful Panovus international telemarketing campaign has been able to interpret and tap
into the language, culture, behavior andtrends of the territory we’re targeting. Solutions from root
to fruit and ROI as standard.


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