RMH started as a business-to-business telemarketing consulting firm in 1983 and now focuses primarily on consumer calls from 12 call centers in the mid-Atlantic region, including one in Harrisburg. It was one of the first telemarketing companies to automate the dialing function so that computers dial the numbers and, when they determine a person has answered, switch the call to an available representative.

With 25 years of experience in direct marketing, Blackley works to “develop a positive environment for our sales team. Through effective corporate materials, eye-catching sales presentations, formal proposals, trade advertising, and market research activities, I hope to contribute to our success in acquiring and keeping new clients.”

We asked her to put her expertise to use in advising local businesses on the best ways they can use telemarketing.

“Every business in some way or another uses telemarketing,” Blackley said, “whether it’s the pizza shop down the street or American Express. Most consumers prefer to use the telephone to get products and information. Every business must be cognizant of the way they handle these communications.”

So, Terry, what’s a business have to do to put together a good, formal, targeted telemarketing effort?

“First, they must determine how their product or service is purchased,” she replies. “Can it be ordered over the phone without the customer coming in at all, requiring the telemarketer to be prepared to take order information and credit card information and arrange shipment? Or is the call’s objective to motivate the customer to take an action such as coming in for routine car maintenance or a dental checkup?”

Another important program element is knowing the right time to approach someone during their decision-making process. For example, research indicates that 80 percent of magazine subscribers will renew their subscriptions within a certain amount of time. “Knowing when to start calling those who have not yet renewed so that wasteful calling to those who intended to renew anyway is minimized while reaching those on the fence while it is still fresh in their minds is one of the great skills of a direct marketer. And this can sometimes determine whether a calling program is profitable.”

Having a good list of names to call also will contribute to the potential for success. Blackley warns that cold calls to people who are not your customers are generally not profitable. The best people to call, she says, are current customers — those you might be able to get extra business from, those who haven’t bought in a while, and those who have inquired in the past but have not purchased.

For those times when cold calls are necessary, it helps if those new prospects first receive a direct mail piece or see a television advertisement and then receive your phone call. “You build image and credibility in this way so that when you call, there is some recognition and less suspicion.”

No matter how well all the elements are put together, however, suspicion and rejection are a fact of life for a telemarketer, and it’s important to have people who can control their emotions make the phone calls. “Realize when you start calling that you’re going to receive complaints and rejection,” Blackley counsels. “Out of every 20 calls you make you will hear ‘no, thank you’ or worse 19 times. Remaining courteous and keeping a positive outlook is essential to succeeding in this business. You may also get great customer service feedback. Maybe there’s a reason that old customer hasn’t purchased again. This gives you the opportunity to set things right.”

Because consumers have often become frustrated or angry with telemarketers, there are state and federal regulations that cover the time of day when calls can be made and the information that must be given early in the call. Information on the state and federal regulations that affect telemarketing is available from the Direct Marketing Association (http://www.the-dma.org) and the American Telemarketing Association (http://www.ataconnect.org).

Those who want to be successful in telemarketing will need: (1) a good list with accurate and current information about the product; (2) a good script that complies with telemarketing regulations but still has enough sales focus to persuade the prospect to act; (3) an efficient system for dealing with results so you can note those prospects who say “no” and not call them again too soon and note those who say “yes” so their order is processed efficiently; (4) a good reporting system that will let you know how effective your work is by counting the number of calls made, the cost of those calls, the number of sales closed, and the call cost per sale; (5) time to see results over the long term; and (6) the right people on the phones so they maintain their composure and never explode at a customer.

For Blackley, the secret of success is having a good product and a good list and then playing the numbers game. “Keep calling and you will succeed and make those sales. Be positive, build rapport with the customer, handle objections with clear information, and present features to meet the customers’ needs and they will buy. Also, know when to stop. One or two rebuttals is generally the limit on most programs. Don’t badger the customer. If they are not interested, thank them and move on to the next prospect.”