Telemarketing is the selling of goods or services by telephone. In some cases, a salesperson calls a potential customer, or prospect, to present a sales message. In other cases, the prospect calls the seller, usually in response to an advertisement or a catalog display. During the conversation, the salesperson can respond to the prospect’s questions or comments by adapting the sales message.
Another form of telemarketing involves the use of computer networks to spread sales messages. Many businesses use Internet advertisements to reach new customers. Prospects can view and respond to the ads through their computers.
Telemarketing is effective because it enables sellers to contact a large number of people at minimum expense. It became widespread during the 1980’s, mostly because of improvements in telephone technology, the availability of lists of prospects, and a growing acceptance of credit cards. Some businesses that use telemarketing hire firms that specialize in telephone sales.
In some countries, individuals can register to prevent telemarketers from calling them. In 2003, the United States government introduced a program enabling individuals to add their names to a national “do-not-call” list.
