Is your telemarketing campaign legal?

Telemarketing is a widely used method for lead generation and market research, providing an opportunity to establish personal connections with potential clients and lay the groundwork for trustworthy business relationships.

However, it is important to address the negative associations attached to telemarketing, as many recipients of these calls can find them bothersome and invasive to their privacy.

In the UK, several regulations surrounding telemarketing and cold calling are designed to safeguard customer and client privacy.

To ensure compliance with these rules and to avoid any legal breaches, it is crucial to follow some simple steps that can help navigate the legal jargon and technical terminology associated with telemarketing in the UK.

Screen Calls For Compliance

Before initiating any telemarketing campaign, it is essential to screen all numbers that your team intends to call.

To respect the privacy of individuals and businesses that have opted out of receiving marketing calls, it is vital to cross-reference the numbers against registers such as the Telephone Preference Service (TPS) or the Corporate Telephone Preference Service (CTPS).

Training your team to perform these screening tests ensures compliance with the Privacy and Electronic Communications Regulations (PECR). Additionally, if a prospect requests not to receive further calls, their number should be internally flagged to honour their preference.

Keep Your Database Up To Date

Maintaining an updated database is crucial for effectively filtering marketing prospects.

The database should indicate TPS and CTPS statuses, as well as any internal notes regarding the privacy preferences of each prospect.

If a contact requests not to be contacted again, instead of removing them from the database entirely, they should be transferred to a “no-call” list to prevent any future inadvertent contact.

Avoid Excessive Contact

Even if an initial phone call goes well and a prospect expresses interest in hearing from your business again, it is important not to become a nuisance.

If a follow-up is necessary, consider using alternative communication channels such as email, which allows prospects to respond at their convenience.

This approach alleviates pressure and prevents prospects from feeling coerced into a sale. Additionally, spacing out follow-ups ensures that prospects are not overwhelmed with repeated phone calls and messages. It is beneficial for your database to track the last contact date and method used for each prospect.

Employ a Qualified Telemarketing Team

Since phone calls involve highly personal interactions, it is crucial to assemble a telemarketing team that embodies the qualities of an effective telemarketer.

A skilled team should possess exceptional interpersonal skills, including empathy, to establish trust and foster sustainable relationships with prospects. Moreover, a competent team will understand and adhere to telemarketing and privacy policies, thereby preserving the reputation of your organisation.

Outsourcing your telemarketing team may be a viable option if you find the legal aspects of running a marketing campaign overwhelming.

Team Telemarketing specialises in managing telemarketing campaigns on behalf of your business, offering services such as database building, prospecting, and client relationship management.

In conclusion, by following these steps and adhering to the regulations surrounding telemarketing in the UK, you can conduct effective campaigns while respecting customer privacy and building lasting business relationships.