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• W111922164 abstract "Not according to several banks that have implemented strict guidelines Last October, Michael Jacobson received a call at home from a telemarketer representing a big East Coast bank. He asked not to be called by the bank again. Eight weeks later, Jacobson's wife took a similar call from the same institution, and she also asked the bank not to call again. About ten weeks after that, the couple received a third call and again asked to be put on a do-not-call list. Knowing that the bank had violated the Telephone Consumer Protection Act of 1991, which among other things makes it illegal for a telemarketer to call anyone who has asked not to be called for 12 months after the request, Jacobson sued the bank for $2,000. The case was settled out of court for $750, which was actually paid by the telemarketing firm the bank used. The incident is one example of a marketing fact of life that is becoming increasingly apparent with each family dinner that is interrupted for a fabulous sweepstakes offer or an unbelievably low credit card rate: people don't want to be pitched at home. An organization that Jacobson co-founded, the Center for the Study of Commercialism, Washington, D.C., has produced a kit for consumers called Stop the Calls that includes a Tele-Nuisance List form and advice on preventing telemarketers from calling their home. More than 5,000 people have ordered the kit. Telemarketing is more invasive than other types of marketing, says Jenny Manner, research assistant at the center. We're all trained to respond to the ringing we never know whether it could be someone we care about or an emergency. It's manipulative of marketers to use this response to get people's attention. Some bankers agree. Sometimes I wonder if we really should be in the telemarketing business because I know everybody's getting bombarded with phone says Peggy Wooldridge, vice-president, PNC Bank Kentucky. Yet the technique can be very effective. That's why Wooldridge and other bankers have developed approaches to calling people at home in a manner that consumers do not find intrusive or offensive. the remainder of the article covers some of their methods. * Don't be pushy One thing someone might get irate about is if you're being pushy, says Pam Garee, administrative officer at Park National, Bank, Newark, Ohio, $704 million in assets. The bank carefully selects the employees who telemarket and doesn't tolerate any pushiness. That attitude is reflected at many other banks, including South Carolina National Bank, Columbia. If people don't act like they want to talk, immediately we get off the phone, says Susanne Brown, direct-marketing coordinator. Telemarketers are allowed to overcome only one objection from a customer. The bank uses an outside firm for most telemarketing, and a condition of their agreement is if the bank can terminate the contract. The telemarketers' pay does not depend on sales; they are paid by the hour. They sometimes get incentives for attendance or for making a certain number of calls, but never for sales. At PNC Kentucky, if telemarketers cannot establish within three minutes that the consumer needs the product they're selling, they are not allowed to make a sales presentation, according to Wooldridge. Otherwise that becomes an irritation, like the calls you get from carpet cleaners or lawn businesses that spend three minutes telling you everything they've got to tell you. * Call only logical prospects We don't call people in brick homes to sell them aluminum siding, says Jerry S.Nethers, director of marketing at Park National Bank. The bank hand-selects its targets. For instance, before calling people about a home equity line of credit, telemarketers single out customers who own homes, who don't already have a home equity line, and who use instalment credit that is not tax-deductible. …" @default.
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• W111922164 title "Does Telemarketing Have to Be Annoying? Not According to Several Banks That Have Implemented Strict Guidelines" @default.
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