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In slumping global, national, and even local economies it’s important to give your business any possible advantage. But it seems that in hard times business owners are quick to cut marketing programs and sales personnel first. On paper it looks good; after all for most businesses these two departments comprise a significant amount of overhead. As a result taking an axe to sales and marketing seems like a quick and easy approach to balancing the books. Don’t be fooled. The big problem with cutting through marketing and sales budgets is obvious, it leaves your company revenue generation crippled and stagnant.

In tough times there are better ways to approach budget restructures than simply looking for the biggest possible cut. Even in a down economy strong sales and marketing will result in added revenue and increased profits while even in the strongest economy poor marketing and sales performance will kill off even the best companies. For any business to experience success it is important to have a proven and effective marketing campaign in place.

Telemarketing lead generation is a time tested method of increasing revenue and garnering new customer attention. Simply put, telemarketing works. While many businesses rely on sales representatives to canvas areas and locate new sales opportunities, the most successful businesses and sales representatives understand that telemarketing allows their business to approach a greater number of prospects in a shorter time and significantly increase the prospecting sales cycle.

If you are a small business owner or sales manager, don’t miss out on sales opportunities by avoiding telemarketing activities. Start by requiring your sales representatives to perform telemarketing leads activities on a regular basis. Mondays and Fridays have proven to be poor production days for traditional canvassing efforts. Business prospects are either trying to organize and prepare for their work week or close out important business projects and prepare for the weekend on these days. As a result they view unannounced personal visits from prospecting sales representatives as obstructive and unwelcome. However, telemarketing calls to the same prospect on these days often generates the highest number of future appointments. By starting Monday with a telemarketing block sales representatives are able to schedule multiple sales opportunities throughout the work week.

Once a company starts experiencing the success of proper business telemarketing the next step may be to contact a business call center to start generating regular leads for the sales force. Whether it is in-house or contracted out to a telemarketing firm establishing a full time telemarketing effort is a critical function to the success of any sales oriented business. Prospects, leads, and appointments may then be delegated and on the ground sales forces can begin focusing primarily on closing accounts rather than approaching them. The business cycle changes from one of eternal prospecting mixed with fixed production to simultaneous eternal prospecting and production. Effective telemarketing departments can eliminate the up and down ebb and flow pattern of sales, ultimately providing increased sales figures month after month.

In tough economic times, marketing becomes the life blood of a company. Telemarketing is one of the most promising ways for a business to communicate with new prospects and saturate an area. By dedicating your business to marketing and sales not only will you increase your ability to profit but will also improve your odds of thriving no matter the economic situation.