Second in a series of articles, well discuss various issues and practices associated with modern ways of selling over the phone.

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The New Telemarketing is a set of selling practices designed to accomplish several things:

(1) To sell more goods and services than its predecessor, the traditional style;

(2) To be less offensive than its predecessor to buyers;

(3) To be consistent with a customer service style of communicating;

(4) To help in recruiting and retaining qualified phone representatives and managers; and

(5) To repair and reform the image of telemarketers in business and consumer communities.

We need new practices, because traditional telemarketing, which utilizes a command-and-control communication style is inherently offensive, inefficient, and out of date.

It has resulted in hostile legislation (chronicled in the first article in this series), fewer sales, and a poor image in business and beyond.

The main driver of telemarketing is people: buyers and sellers. Traditional telemarketing offends and degrades all parties, and a proper replacement will elevate the process and make it a more enjoyable and productive process for all.

The New Telemarketing will produce more sales, at a lower cost. It will enable companies to recruit and retain high quality personnel, who will earn a better living, and it will rehabilitate the image of practitioners.

What Thomas Watson did at IBM to improve and reform selling, we need to do with telemarketers across companies and industries.

In later articles, well discuss exactly how The New Telemarketing differs from its predecessor style, and how it works.