I generally respond well to telemarketing but I cannot stand getting cold calls from businesses, who’s opening line is “Can I speak to the person who deals with [office stationary, or, recruitment, or, couriers etc]”. I’ve just had another one this morning, which has led me to write this Blog.

Lets get this straight, I pick up the phone and it turns out the sales person calling does not even know who they have called, then presume to ask me to put them in touch with the correct person, in my company, so they can sell to them. I am not your personal receptionist! Am I just being a little negative towards enterprising firms? I think not and I am sure I am not alone.

I know what is going on here. These sales people are just going through the likes of the Yellow Pages or a 40 years old database where they know that the contacts must have left the company, if they are alive today at all!

Anybody out there doing this beware... to reiterate, I do respond very well to professional well-targeted telesales. Telesales calls, where knowing my name is a prerequisite, but knowing what my role in the company and my profession wins me over each time. I know you have targeted me for a reason.

Telesales IS a very powerful media if executed professionally. However, the phone is mine, the time is mine, and you are inviting yourself into my space. Hence, calling me up, without knowing who I am and then asking me to do your job for you i.e. telling you whom you should be targeting, just rubs me up the wrong way. Each time I get a call like that I LIE, even if the service is one I am interested in! As I do not do business with firms who engage with sloppy and underhand B2B marketing techniques.

What is the solution?

a)     Stop being cheapskates and buy in some quality data to telesale … data which is preferably no more than 18 months old, with names, job titles and industry codes – that is the minimum requirement.

b)     Then at least pitch me with your idea [by name], and if I am the wrong person, I am more likely to pass you to the correct person, as you have already engaged with me as a human being!

In short, cutting corners in marketing just damages your brand. Data and targeting is key to success. Spend more money and time upfront and you will get a better response and waste less of your [and my] time calling up randoms. You’ll also be able to open with a personal statement, rather than asking the god-awful question “Can I speak to the person who deals with…”