Direct-sales approach suggested

Direct-sales approach suggested

Contacting end-customers directly is a preferred way of both making brands broadly acceptable and increasing sales, says Optimo Co.

Optimo is a sales and marketing outsourcing company whose services include event roadshows and telemarketing.

Neville Ooi, the business development director, said the direct approach is a more useful way to win customers' hearts amid intense competition in which customers are bombarded by different types of advertisements at a time when TV commercials are losing their effectiveness.

"This type of marketing strategy [direct contact] can help brand exposure. For example, if we talk to 10 potential customers about a product, it's possible that only one will buy it. But the rest will get to know that product intimately," he said.

Vice-president Kriangsak Chitsa-ardkul said today's marketers understand that employing an indirect sales force with specialised experience can help to increase sales, profits and customer satisfaction.

"A few people see this type of marketing as hard-selling. But we don't own any products, and that differentiates us from other direct-sales companies. We offer our clients a well-trained sales team," he said.

Optimo has worked with brands such as Victoria Jackson cosmetics and Proactiv skincare products. Over the past five years, it has sold more than 1 million SIM cards for Advanced Info Service.

Mr Kriangsak said Optimo's client list looks set to increase by 20-30% this year. "This means many companies are now viewing the outsourcing of sales as a very interesting option," he said.

Optimo generated revenue of 800 million baht last year, with growth of 20% expected this year.

In Thailand, it has 1,800 business representatives in 48 offices in 15 provinces. The company also has branches in Malaysia, the Philippines, Indonesia and Singapore.

Optimo plans top take advantage of the Asean Economic Community to make further inroads into Southeast Asia.

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