Organizations that have removed telemarketing calls from their brand-building arsenal are most likely leaving money on the table. Telemarketing--despite the Do Not Call Registry (DNCR)--is still just as viable as its always been. If a business is calling a list of customers that it has an established relationship with, the action can increase retention and maximize backend sales. The catch? It must be done the right way from the beginning.

Telemarketing Robots, No; Real People, Yes
Perhaps the biggest blow suffered by the telemarketing industry was technology-related. Automated phone calls have become public enemy No.1 in the wake of the Federal Trade Commissions Telemarketing Sales Rule. Consumer Affairs reports that the legislation prohibits businesses from sending prerecorded telemarketing calls unless a consumer previously agreed to accept such calls from the seller. (Note: Calls that simply confer information, such as flight delays and appointment reminders, are un-affected.)

Why would anyone agree to receive contact calls? Because the products, services or subject matter interests them, thats why. The person on the other end of the line is perceived as an enthusiast as well, the real person--not a robot. Trained telemarketing professionals that channel a well-written script through their natural personality are high-value. Plus, human intuition is much better suited for working a call sheet and thinning the number herd to only the most promising prospects. The practice of calling bad numbers repeatedly wastes human and financial resources over an extended period.

Telemarketing Calls Dissected
Those businesses considering adding telemarketing calls to their brand-building strategy should understand what makes a responsible lead or sales-generating script. Its a unique fusion of useful information, perceived high-value offers, and respect for customers that realizes the largest gains.

Australian Business discusses the elements that go into successful telemarketing calls:

• Customized Messaging. Utilizes customer relationship management (CRM) data and personalizes each message to coincide with a customers interest and buying habits
• Conversation. No one wants to be preached to or hustled. Genuine communication with the customer typically works best
• Genuine Responses. If a customer is asked his or her opinion, they usually give it--and thats a powerful business development tool
• Respects the DNCR. This best-practice alone decreases the instances of telemarketing calls to hostile or close-minded prospects from the get-go
  
  The Bottom Line: Strategy
  For telemarketing efforts to be a solid spoke in the branding wheel, the process must be approached with a sound strategy. Failure to do so virtually ensures a wafer-thin ROI and encourages turnover within your professional calling team. Getting several individuals involved in the decision-making process and considering all the options work to make all team members accountable for quality.

Sources
Associated Content
Australian Business
ConsumerAffairs