The Secrets to choosing a telemarketing company | DMA

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The Secrets to choosing a telemarketing company


One of the main reasons that businesses fail to get the most from outsourced telemarketing is because they are not clear about what they want from the offset. There is an overabundance of telemarketing companies out there but not all of them will be right for your business. This makes a great telemarketing company hard to find, which is a pity as the right one can positively impact your lead generation efforts and sales revenue.

When you are trying to select a telemarketing company, you should ensure that you are equipped with as much knowledge as possible in order for you to make the best decision. As a business, you’ll need to be entirely confident that they will be able to represent your company professionally, in a positive manner that can strengthen your brand.

After all, you’re not just procuring a service, you’re choosing people who represent your business and often be the first point of contact for potential customers. Therefore, it’s vital that you choose a cost-effective service that matches your company ethos. Often, choosing the right company to do this can be a difficult, tedious and long process.

Have you no fear though as we share with you 7 secrets to choosing a telemarketing company that’s right for you:

1. Know what you need

Before you even begin to browse for a telemarketing company, you need to have a well-planned and fully-formed sales strategy. A thorough understanding of your key marketing objectives and campaign requirements are essential before you begin the selection process.

When you can create a detailed brief it can help you get the most from your sales campaign while at the same time helping the telemarketing company understand your requirements in order to pitch their credentials effectively. For instance, will you use a script?

This will save you precious time when trying to figure out if a company can meet your needs and it could even give you a more accurate pricing quote.

Capture5Image source – Margarida CSilva (CC0)

2. Make sure it’s the right kind of telemarketing company

When selecting an agency, one of the most important considerations should be whether the company specialises in B2B or B2C. This is because marketing to businesses is a whole different ball game to marketing to consumers.

In the hustle and bustle of the 21st century, prospects will only want to learn about a business if they are offered relevant and educational information. If a telemarketing campaign is unfocused or non-specific then it can perform poorly.

In contrast, if you are B2B then the company that specialises in B2B will no doubt understand the needs of your customers better and will be better-equipped to speak about B2B products and services, which can sometimes be more complex than B2C. Their agents will also be able to answer more technical questions about your services and will understand your pricing model better.

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3. Consider your budget

Generally speaking, you get what you pay for when it comes to telemarketing. Different pricing structures may yield different results. For example, a commission-based structure typically brings a high volume of leads, whereas a fixed fee basis can often more targeted and quality leads.

If you opt for a telemarketing company that allows a fixed fee structure, you can accurately budget for your campaign. This is something that is more difficult to control with a commission-based approach.

Whatever the fee structure involved, be sure that you can readily calculate the return on investment the telemarketer can provide.

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4. Look for experience

Having relevant sector experience is crucial to the success of a targeted telemarketing campaign and can put you at ease if you know that the company has previously worked with other clients within your industry.

Many telemarketing companies will specialise in an industry, such as education, technology or healthcare. The more knowledge that they have of your sector, then the higher the likelihood that they will get off to a winning start and quickly begin sending results your way. You can even ask to see the biographies of those telemarketers who will be assigned to your account to determine whether their experience and skillset match your needs.

Another step would be to ask the prospective telemarketing company for recent case studies or even testimonials, even if the clients specific details are withheld for reasons of confidentiality.

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5. Discuss reporting and feedback

After assessing experience and associated costs, another secret to successfully choosing a telemarketing company is to discuss their method of reporting. As a paying client with a vested interest, you should be kept up-to-date at each key stage of your campaign and you should expect a formal reporting process that will track the number of calls made and the response rate.

The right company should agree to give both quantitative and qualitative feedback that gives you a well-rounded insight into how the campaign has been received.

6. Check their credentials

Be sure to check that the company is a member of any relevant professional bodies. In the UK, membership of the Direct Marketing Association (DMA) is a testament to the standing of telemarketing companies and showcases their standing within the industry.

Members of the DMA must abide by the code of conduct and adhere to best practice within the industry, so you know that their members will be held accountable for their actions.

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7. Assess their compatibility

When choosing a company to handle your telemarketing, you need to determine whether they are capable of acting as an extension of your marketing/sales team. Companies that can do this usually take a consultative approach and can demonstrate their experience and how it can drive results.

They will also follow a proven, defined process and may provide additional services such as responding to inbound calls and lead nurturing to carry prospects through their buying journey.


In summary, choosing the right telemarketing company for your business is crucial as they will be a vital element of your sales process. If you get it wrong, then the damage to your reputation could be vast and your sales and lead generation efforts will fail. You should try to meet with several companies and treat the process as an interview before choosing the one that best suits your business needs and the objectives of the campaign.

This process does require effort but if you abide by the secrets disclosed above, you will hopefully find the telemarketing company that is right for you and begin what is hopefully a long and successful business partnership.

if you want to know more about the Secrets to choosing a telemarketing company, don’t hesitate to contact our team for further information.

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