Telemarketing is a registered trademark owned by Nadji Tehrani who founded TeleMarketing Magazine in 1982. Prior to that, the term was used extensively in Bell System communications relating to new uses for the outbound (WATS) and inbound (Toll-Free 800) services introduced in the late 1970s. It is a form of direct marketing where a salesperson uses the telephone to solicit prospective customers to sell products or services.
There are two major categories of telemarketing: Business-to-Business and Business-to-Consumer.
Within these two categories are two other broad divisions: Lead Generation, where the objective is to obtain information and Sales, where the object is to get someone to buy something.
Within these two categories, there are two other broad categories: Outbound and Inbound. Outbound telemarketing efforts are proactive, with the marketing person making phone calls to prospects or existing customers. Inbound telemarketing efforts are reactive, where the agent processes requests for information or takes orders. The demand is generally created by advertising, publicity or the efforts out outside salespeople.
Telemarketing may be done from a company’s office, a call center or increasingly from someone’s home.
Effective telemarketing programs often involve a two or more call process: The first call (or series of calls) determines the prospect or existing customer’s needs. The final call (or series of calls) motivates the prospect or existing customer to make a purchase.
- American Teleservices Association
- Federal Trade Commission Information about Telemarketing Rules and Scams
- Federal Trade Commission Do Not Call Registry
- List of State Do Not Call Lists
- Congressional Research Service (CRS) Reports regarding Telemarketing
- Telephone Preference Service – UK Do Not Call Registry
- Counterscript for use against telemarketers
Video: Telemarketing Avenger – Clip #28: Poor Dog