Noreen Kaminski

The strength of telemarketing is also its weakness: Telemarketers literally have a direct line to consumers. That advantage means they can speak to potential buyers one-on-one, but it also means they hear the first hint of negativity sounding among consumers concerning privacy. Privacy issues are compounded for telemarketers, involving not only the collection of data—where they're getting their lists and how they're using them—but also the privacy advocates who resent any intrusion into the home. This second factor—minimizing extraneous, unwanted intrusions into consumers' homes—is the crux of the privacy issue for telemarketers. While most marketers make earnest efforts to comply, the

by Kent Miller Critical to the success of any industry is the quality of the people who work within it. Telemarketing is no exception, and with the explosion in telephone sales— up 30 percent since 1994—having reps who can sell on the phone is very important. Telemarketing is a tough business, producing a high rate of employee turnover. How do you find and keep the best people? To find out I spoke with Noreen Kaminski, vice president of quality assurance with DialAmerica Marketing. She offered some tips on recruiting and training TSRs, as well as on supervision and customer satisfaction. DialAmerica Marketing looks only

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