HOW to Make Your Telemarketing Lists Work

By: Ann Guyer, President & CEO, PCS List & Information Technologies
November 2, 2009

Rates of job change can affect the connection success of your phone campaign. Here are some tips to make the best of phone lists.

What can you expect with renting phone numbers?
For one thing, Federal Trade Commission regulations apply to the practice of calling home numbers. Telemarketers must have a SAN (Subscription Account Number) registration. Residential phone numbers are generally supplied with Do Not Call registrants removed. Phone numbers must be used within 31 days from this process. Even with these protocols, you might still reach people who believe that they are on the DNC registry that have either recently registered or registered in a way that the DNC match does not pick up. It is important to have a well-crafted and courteous script to deal with this.

The DNC provisions allow calls from political organizations, charities, telephone surveyors, or companies with which a consumer has an existing business relationship.

Are professional recruiters exempt?
Language in the FTC Rules is vague here, although most suppliers and recruiting renters of phone lists believe that they are. Clearly military recruiting is exempt.

What is the accuracy rate of phone numbers?
With so many people using cell numbers as their primary number, the challenges for telemarketers are increasing. Often numbers will be accurate as listed because there is a house phone, although the family members are less likely to answer it with a caller ID they don’t recognize. Even answering messages are being used less frequently on house phones. With so many competing providers, transience of numbers is high these days.

Business phone numbers are also challenging. High unemployment means high turnover of responsibilities at the target office. Medical facilities change extensions as often as Brittany Spears.

Because of these changes, how can you make phone lists work better?
Pairing direct mail with phone lists, as well as with EMAIL can help the efficacy of your campaign. Be sure to inquire of your list provider for lists that offer “unlimited”, “multi-use” or “full record” as it can be a very economical way of increasing response.

Throw away the script.
Knowing the job title of the individual you are calling at the work address is important. When you encounter a “no such individual” response, be sure to inquire whether you have the right type of business and whether there is another person you can speak with who handles the particular job title.

If you are using a telemarketing agency to make outbound calls be sure they are trained beyond the script to get through to the right person.

Creating an open dialog with your list provider is the best way to gain the highest response with your campaign. When you have concerns about price or sources, ask the broker questions. The more you each know about each other’s needs and expectations, the better you can be matched with lists that will create successes for all of your campaigns. And success is the point, after all, isn’t it?

Federal Trade Commission Regulations FAQ’s
http://www.ftc.gov/bcp/edu/pubs/business/alerts/alt129.shtm