Targeting can reduce hostility

Who indeed would want to “risk the wrath” of reluctant cold call recipients? Who would also want to waste their own time and money on calling people who were never going to be responsive?

Much is made of the cost of setting up a call centre – but expertise counts too. It simply isn’t a case of hire room, buy telephones, make hapless operators plough their way through directories, then tell client their product or service simply wasn’t wanted.

Marketers should today expect the same degree of sophistry in targeting from telemarketing companies that they demand from every other sector. We have proved that if you effectively test and analyse the results of a small number of “sample” calls you can develop a call list of prospects who are much more likely to respond positively to the following calls. This cuts down on calls, cost and, importantly, hostility.

Telemarketing is a growing industry – but if it is ever going to fulfil its true potential we must ensure that we do not stretch the patience of the public with unnecessary calls.

Bernard Stott




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