Standards For Outsourced Telemarketing Should Be Defined By Law

May 17, 2012 by  Filed under: Marketing 

There’s no doubt that the telemarketing industry has received much flak as far as popular media and opinion are concerned. Telemarketers are usually depicted as either a.) pushy and chatty sales people still using an obsolete marketing tool or b.) depressed, inbound agents whose spirits are diminished by constant night shifts and the occasional calls from angry consumers. There’s also a third stereotype however and one that is likely to be the prime cause as to why opposition to telemarketing has reached all the way up to the federal level.

Telemarketing scams were probably the biggest hit to the industry’s integrity. The activities of identity thieves posing as telemarketers seems to have smeared the good reputation of the genuine articles beyond redemption. Proof of this is allegedly found in the implementation of DNC registers and other regulations which strictly outline what a telemarketer these days can and cannot do. For instance, telemarketing in Australia is only allowed during working hours and there is a set criteria of what a call should consist of.

A quick glance at these restrictions and you might wonder, why affiliate yourself with it all? Why do some people still insist on things like telemarketing companies and write about call centers as if they were still relevant?

Actually, if you’re even so much as a janitorial firm, you would be among them. It’s true that phone access between business and consumer has become heavily restricted because of scammers. That doesn’t mean the same goes for access between businesses. As a matter of fact, the phone could be your only access with a possible business client. Emails and letters can go unread but a ringing phone (or even a voice mail) might be harder to ignore. A slow, one-on-one conversation about the state of cleanliness in a work environment can go more smoothly if the phone is your medium of choice when qualifying a prospect for cleaning leads. (If not a chosen medium, then at least one that’s seeing heavy use along with others.) Plenty of B2B lead generation companies still employ professional telemarketers in order to reach prospects when other means of contact have failed.

Still, what about other people’s perceptions? Some might tell you to simply not care but frankly, it’s understandable. You shouldn’t let their views stop you but it can actually help a lot more if you use such perceptions to form standards. The voice you should listen to first, however, is that of the law itself. Popular misconceptions can wait but if the company you’re outsourcing refuses to obey the standards outlined by the law, then they’re likely to deliver a bad reputation than possible clients.

What’s interesting is that by obeying the law, filtering out the numbers on the DNC list, and focusing only on gathering information, a telemarketing company is actually acting in accordance the quality standards a lot of B2B firms (even yours). The DNC list actually rules out businesses so callers have fewer bad numbers to deal with. Meanwhile, getting information has always been and always will be the purpose of generating leads. Closing the deal and making a sale is still your company’s job. You just need some good information to work with when you do.

Camille Thompson works as a senior marketing analyst, specializing in lead generation and appointment setting for the commercial cleaning industry. She is inviting you to visit to learn more information.

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