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The telesales industry is
facing a serious challenge that
has gained impetus in the last
few years - restrictive
legislation. Regulation of
telesales services has the votes
of the general public and is
supported by both parties. While
this puts some pressure on
telesales services, it is also
an opportunity for quality
organizations to prove their
worth by adding value to
businesses and consumers.
Telesales regulations - a mutating challenge
The challenge of conforming to telesales regulations is further complicated by the frequent changes made to them. Old laws are revamped and new laws developed that often have overlapping jurisdictions. Telesales services have their work cut out in keeping current with the legislative environment.
Some rules that telesales companies must comply with to avoid getting penalized are:
Curfews: Telesales representatives cannot call consumers at any time of the day. There is a specified time range within which the call should be made.
Do-Not-Call lists: People who have registered on Do-Not-Call lists cannot be called by telesales representatives. Telesales services are expected to make this check before making a call. They can call the customer under certain exceptions only. Do-Not-Call registries are maintained at national and state levels.
Licensing: Though not applicable in all states, telesales companies have to obtain a license to operate. Some states also expect bonding of the company. This creates more paperwork and additional payout of fees for telesales services.
Mandating caller ID transmission: Consumers can use call screening to divert calls from call centers or choose not to receive them. This closes the door on telesales representatives effectively.
Content restrictions: There are laws that regulate what a telesales service can market and even the form of marketing them. This is restrictive and sets more monitoring checks for the company.
Effective telesales - merging compliance and sales
In spite of the many restrictions imposed on telesales, it can be a part of a business' marketing mix. Companies maintain their telesales efforts by following these strategies:
Optimizing on existing customer relationships: Telesales laws allow calling a customer who already has a business relationship with the company, even if she is registered in the Do-Not-Call list. By cross-selling to these customers, the business keeps the doors open for future sales. Selling low-cost products or loss leaders is an opportunity to expand the client base and increase the chances of making more profitable sales in the future.
Supporting telesales with other marketing strategies: Businesses typically use more than one marketing strategy to promote products and offers. For telesales, marketing materials such as direct mails, emails, and newsletters also work to introduce customers to call center numbers and obtain their consent for calls.
Getting permission to call: Telesales rules also exempt cases where customers on Do-Not-Call lists agree to receive calls from some company.
Businesses can get customer's consent through affinity programs, contests or special offers.
Being professional: The reason why telesales is regulated so strictly today is because of the indiscriminate cold calling practiced by unprofessional call centers in the past. The calls came close to customer badgering and telesales faced a lot of flak for it. Quality telesales services maintain high standards by respecting customer's time and willingness to entertain a call.
Telesales regulations, though restrictive, have raised the bar for telesales services. With the weeding out of unethical companies, quality telesales companies can distinguish themselves with their services and strategies to obtain customer buy-in.
Source: Daljeet Sidhu link