DialAmerica's Korb

by Alicia Orr What differentiates a good outbound telemarketing call from a bad one? We've all been on the receiving end of poor quality sales calls ("On Target," TM, Jan. '98, p. 39). So how can we ensure that the telemarketing programs we put into place are well-targeted, professionally executed and, ultimately, successful? "There are so many different ingredients or facets of a successful telemarketing program that it's tough to single out a few," asserts Wayne Harper, vice president of West Telemarketing's Dedicated Services Division in San Antonio, TX. But in his eyes, three "musts" that stand out are list, offer

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