DMA: Data and Marketing Association
Consumer Help
Course Details


The Do's, Don’ts and How-To's of telesales.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

A key element of the direct marketing mix is the one to one contact brands can have with their consumers through voice to voice or telephone contact. This 90-minute module takes participants on a journey to launching or improving on a teleservices program touching on: types of programs, operating models – in house vs out source, scripting, motivation, KPIs and more.


  • Learn the types of teleservices programs
  • Understand how to assess your requirements
  • Choose an operating model: in-house vs. outsource
  • Assess the success of your program with metrics and KPIs
  • Understand teleservices secret sauce: People, Management, Technology and Regulatory/ Compliance


Nathan Teahon
Vice President Quality Contact Solutions Read Biography »
Angela Garfinkel
President Quality Contact Solutions Read Biography »

Introduction and Overview of Key Concepts

  • Types of teleservices programs
  • How to assess the requirements
  • Choosing an operating model: inhouse vs outsource
  • Key performance indicators
  • People
  • Management
  • Technology
  • New contact center tools
  • Regulatory compliance

Types of Teleservices Programs

  • Lead Generation / Lead Qualification
  • Appointment Setting
  • B to B Sales
  • B to C Sales
  • Political
  • Market Research/Surveys
  • Information Blitz
  • Inbound Customer Service
  • Inbound Technical Support
  • Inbound Sales

How to Assess Requirements

  • Forecasting
  • Staffing
  • Technology
  • Worthwhile work

Choosing an Operating Model: In-house vs Outsource

  • Key considerations
    • Cost
    • Culture
    • Complexity
    • Integration with other departments or teams
  • Creating or evaluating an existing inhouse cost model
    • People
    • Computers and Technology
    • Telecommunications
    • Overhead and administrative
    • Rent
  • Outsource pricing options
    • Hourly
    • Hourly plus commission/incentives
    • Pay for performance
    • Per minute (typically inbound)
  • Staffing options
    • Shared
    • Dedicated
    • Blended
    • Overflow
  • When is 24×7 staffing required?

Teleservices Key Performance Indicators (KPIs)

  • Contact Conversion
  • List Conversion
  • Sales per hour
  • Revenue per hour
  • Contacts per hour
  • Dials per hour
  • Finalized per hour
  • List Penetration
  • Hours
  • Wrap Time
  • Talk Time
  • Handle Time
  • Average order size
  • Percent of Goal
  • Discount Percentage
  • Unworkables / Unworkable %
  • Abandon Percentage
  • Average Speed of Answer
  • Time utilization
  • Hold Time
  • Queue Time


  • Hiring
  • Motivation
  • Compensation
  • Incentives / Spiffs / Commission Plans
  • Gamification
  • Employee Engagement
  • Profile Assessments


  • Sample management hierarchy
    • Sample org chart for a 200 person teleservices call center
    • Sample org chart for a 100 person teleservices call center
    • Sample org chart for a 10 person teleservices call center
  • Management Roles for a 200 person teleservices call center
    • Teleservices Director
    • Manager(s)
      • Hiring and employee on-boarding
      • Programs
      • Training
      • Quality Assurance
      • Technology
      • CRM
      • Forecasting and Workforce Management
    • Supervisor(s)
    • Team Leads
    • Teleservices Representatives
  • Key Responsibilities of Supervisors
    • Call monitoring
    • Team leadership
    • Goal setting
    • Communication
    • Motivating
  • Key Responsibilities of Quality Assurance
    • Call monitoring
    • Communication
    • Process improvement recommendations
  • Performance improvement
    • Defined action plans
    • Key Performance Indicators
    • The “desire factor”
    • Employee engagement
  • Management incentives
  • Wildly Important Goals (WIGs)


  • Dialing Technology
  • Monitoring Capabilities / Remote Monitoring Capabilities
  • QA Tracking
  • API’s
  • Screen Share technology – for monitoring reps, but also as a management tool
  • Email, Instant Messenger, Chat
  • Caller ID
  • Inbound ACD / IVR technology

New “Contact Center” Tools

  • Email (both as a service, and as a sales tool)
  • Chat
  • Speech Analytics
  • At-Home Agents

Regulatory Compliance

  • Federal Regulations
    • FCC’s Telephone Consumer Protection Act
      • Who must comply?
        • Exemptions
      • What are the key components?
        • Written policy
        • Training requirements
        • Company-specific Do Not Call (DNC)
        • National DNC list
        • Solicitation disclosures
        • Calling time restrictions
        • Caller ID requirements
        • Auto dialer rules
        • Pre-recorded message rules
        • Calls to wireless phone numbers
        • Text messages to wireless phone numbers
        • Fax rules
      • Penalties for violations
    • FTC’s Telemarketing Sales Rule
      • Who must comply?
        • Exemptions
      • What are the key components?
        • National Do Not Call (DNC) list
        • DNC Safe Harbor
        • Calling time restrictions
        • Solicitation disclosures
        • Auto dialer rules
        • Predictive dialer rules
        • Calls to wireless phone numbers
        • Text messages to wireless phone numbers
        • Fax rules
      • Penalties for violations
    • Truth in Caller ID Act
      • Specific requirements
  • State Regulations
    • Telemarketer Registration and Bonding
    • State-specific Do Not Call
    • Permissible Calling Times
    • No Rebuttal
    • Permission to Continue
    • Calls to wireless phone numbers
    • Calls using automated dialing technology
    • Pre-recorded messages

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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