Since its establishment, Do Not Call legislation has provided a lot of stress and headache for small and large business owners alike. If you relied on cold-calling before Do Not Call legislation took effect-or if your business plan depends on it-the worry is understandable. However, Do Not Call legislation is forcing companies to change their marketing strategies in ways that could ultimately make them stronger.
If Do Not Call legislation has been keeping you up at night, it could help you to look at the positive side of the new rules. Following are six ways Do Not Call legislation could actually help your business.
More streamlined calling. Do Not Call legislation allows you to call only people who have had a business relationship with your company in the recent past. This does mean you're allowed to call fewer people under Do Not Call legislation-but those you're calling more likely want your call. If you've done business with them before, chances are they like your company and are open to the idea of buying from you again. You'll get fewer hang-ups-and higher conversion rates-under Do Not Call legislation
More diverse marketing. Companies that have traditionally relied on cold-calling to generate new business are now using direct mail, internet marketing, TV and radio ads, other methods to get their product in front of consumers under Do Not Call legislation. The more diverse your marketing efforts, the more stable your business will be under Do Not Call legislation.
Long-term branding instead of short-term leads. Cold-calling is short-term marketing. It may generate some new business, but it doesn't establish your business's name in the wider market. The Do Not Call legislation encourages long-term branding. It might take longer to pay off, but your company will be far more profitable. The end of traditional cold-calling under Do Not Call legislation forces businesses to re-evaluate their long-range marketing plans.
Better tracking. Do Not Call legislation forces you to keep track of who and when you call. This makes it easier to track which numbers, area codes, and demographics are most profitable for your business under Do Not Call legislation.
Lower turnover. Telemarketing is a high-stress job. Telemarketers are used to getting hang-ups at best, and at worst can encounter rudeness. Because Do Not Call legislation allows your employees to call only those who have a history with your business-and who may be more open to your message-they're likely to encounter less resistance. Do Not Call legislation will their jobs easier and lessen your turnover rate.
There's no doubt that Do Not Call legislation will force businesses to change the way they market to consumers. But in the long run, this doesn't have to be a bad thing. Telemarketing had begun to have a negative association with consumers-this is what gave rise to Do Not Call legislation. If your business focuses on the positive side and works to strengthen its marketing plan, chances are the Do Not Call legislation will turn out to be less of a burden than a blessing.
Also read about: do not call list compliance
