A survey of consumers’ acceptance of proactive telemarketing

Abstract

A recently completed nationwide survey of a thousand consumers found a rather unexpected positive response to receiving a proactive telemarketing sales call. The acceptance was increased significantly when the call met six major criteria that the consumers considered important. If attention is given to the consumers’ preferences and the important calling attributes, a well-designed proactive telemarketing program could be an effective form of communication to 47 percent of the consumers.