11 Mistakes to Avoid When Buying Telemarketing Lists
By Caree J. Eason
Mistake #1 — Accepting your list broker’s word about customer happiness and satisfaction.
Always ask for proof. Ask for a testimonial letter from at least one satisfied customer.
Mistake #2 — Using samples to start your marketing campaign.
Don’t be discouraged if your list broker can’t provide you with a sample mailing/telemarketing list. Accept any information it can provide. List samples are costly, and if your list broker can provide you with list samples, question the origin of where and how your list broker is generating lists. Some brokers will give potential customers previously sold data as a sample, which is not beneficial to you or your marketing campaign.
Mistake #3 — Proceeding with ordering without getting a SAN.
Make sure your company has a current subscription account number (SAN). If not, register with the Federal Trade Commission prior to purchasing any list that contains consumer or business telephone numbers. You can register at: https://telemarketing.donotcall.gov
Mistake #4 — Feeling pressure to buy, even if they can’t help you.
Go to a broker that can help you. Good list brokers will provide you with mailing lists that better suit your needs.
Mistake #5 — Settling for limited lists varieties.
Choose a list broker that can offer a wide variety of mailing lists. An effective list broker has access to almost all available mailing lists.
Mistake #6 — Feeling pressured by your list broker to buy now.
Timing is critical. Don’t order your list weeks or months in advance. Order your list a few days before telemarketing or mailing. If you have dated material to mail, make sure you allow enough time for your mail piece to be delivered.
Mistake #7 — Ordering just to order.
Think about what kind of prospects you’re telemarketing to first. Prepare a telemarketing script. Determine who you are targeting and why. Prepare and print mail pieces before ordering a list. This will save you time and money.