Cookie Preference Centre

Your Privacy
Strictly Necessary Cookies
Performance Cookies
Functional Cookies
Targeting Cookies

Your Privacy

When you visit any web site, it may store or retrieve information on your browser, mostly in the form of cookies. This information might be about you, your preferences, your device or used to make the site work as you expect it to. The information does not usually identify you directly, but it can give you a more personalized web experience. You can choose not to allow some types of cookies. Click on the different category headings to find out more and change our default settings. However, you should know that blocking some types of cookies may impact your experience on the site and the services we are able to offer.

Strictly Necessary Cookies

These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site may not work then.

Cookies used

Performance Cookies

These cookies allow us to count visits and traffic sources, so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies, we will not know when you have visited our site.

Cookies used

Google Analytics

Functional Cookies

These cookies allow the provision of enhance functionality and personalization, such as videos and live chats. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these functionalities may not function properly.

Cookies used




Targeting Cookies

These cookies are set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant ads on other sites. They work by uniquely identifying your browser and device. If you do not allow these cookies, you will not experience our targeted advertising across different websites.

Cookies used


This site uses cookies and other tracking technologies to assist with navigation and your ability to provide feedback, analyse your use of our products and services, assist with our promotional and marketing efforts, and provide content from third parties


Here are some suggested Connections for you! - Log in to start networking.

Just one more thing - The Telemarketing Company - Blog

Just one more thing

Iceberg Marketing: the nine-tenths of value submerged under the surface of most telemarketing campaigns.

Kevin Byrne, Senior Business Development Manager

"Calls that ‘fail’ are as important as those that succeed"

Bit of an odd concept? We are pretty good at what we do but, with any marketing campaign, there will always be a number of people who say ‘no’ to any particular offer. Despite this unnegotiable fact, there are different ways to add value.

The message of this article is simple - there is untapped value and insight in every call - it's important to recognise and capture it.

Let’s start by looking at a typical lead generation campaign. Maybe, we are talking to SMEs about our client’s new product and have a target of 1 in 10 contacts converting to a lead or an appointment. Both the client and agency are, quite rightly, focused on the positive outcomes required but, at The Telemarketing Company, we always talk about the ancillary benefit of extra business intelligence. This is often greeted with a polite nod and then, “What about the leads?” the client will ask, “that’s where the return is...”

Sponsor message - content continues below this message

2022 '17th annual' Global Contact Center World Awards NOW OPEN

Enter your Center, Strategy, Technology Innovation, Teams and Individuals into the ONLY TRULY GLOBAL awards program - regarded by many as being like the Olympics for the Contact Center World! Join the best from over 80 nations and compete for the most prestigious awards out there!


Content continues ….

So, if we are 'failing' as many as 9 times out of 10, what happens with those interactions?

There is normally a series of result codes, dispositions or similar. Here is a typical list:-

  • Too expensive
  • Have a competitor product
  • Not interested
  • Under criteria
  • Not looking for this type of product 
  • Authority elsewhere

So, here is our simple answer for trying to unlock the hidden value –


Does that seem too simple? Let me try it on the codes above. Let’s call it ‘a little bit extra’

Too expensive
Extra: Can you say what you would be willing to pay? What are you paying at the moment?

Have a competitor product
Extra: (after asking who?) And could you rate our product against it based on this brief chat?

Not interested
Extra: Is it just something you don’t need, or just not the sort of features that appeal to you?

Under criteria
Extra: Can I just get a bit more information on whatever the factor is (turnover/employees)?

Not looking for this type of product
Extra: Do you have a different solution in your business? How does it work for your business?

Authority elsewhere
Extra: is there an actual name of someone we can talk to?

and what do our clients get out of it?

Too expensive:
Valuable information about pricing

Competitor product:
Some candid, unfiltered views about your own product/competitors

Not interested:
Insight into some real weaknesses in the product (or the telemarketing presentation of course)

Under criteria:
Detail that may enable you to understand any opportunities that are, for example, close to criteria and identify companies that may meet the criteria at some point in the future

Not looking for this type of product:
Some insight here, which may enable you to change your product or change your message

Authority elsewhere:
A key decision-maker name, or information about the decision-making unit.


There are some other benefits to this approach too...

Wheat from Chaff

It is pretty effective in separating real future prospects from those that really don’t want to engage. Someone who gives a considered and thoughtful answer to a supplementary question has a genuine reason not to go further and is giving you information about how, and importantly why, he might buy in the future. Someone who doesn’t, is just trying to get rid of you.

Agent motivation

Take a moment to consider the life of the telemarketing agent; being told ‘NO’ 9 times out of 10 for 7 hours a day is a tough gig. It takes a special kind of person, as you may know, if you have run an in-house team, or have even done it yourself. If you can share the value each call, even those that don’t result in leads or appointments, and feed aggregated results back to the agents on a regular basis, it can create an entirely different level of motivation.

PLUS, some devil in the detail - a couple of other outcomes you will see:-

Invalid number

If this is a big number, it flags an issue with your data. Who is looking after your data? If it’s your own database, you might consider some data cleansing before you start spending your hard won sales and marketing budget. If it is bought in data, then you would normally get a refund on any invalid numbers - every penny counts.

Existing Client

Your ‘new prospect’ data contains a significant number of existing clients. We see this all too often in quite large numbers and the same applies - get your data into shape before you start calling.

Is this really important? It’s the leads and appointments that we need!

In a campaign of 1,000 there are 900 potential pieces of extra information. Imagine you collect 200 pieces of insight on the topic of pricing – both your own and your competitor’s. That starts to become statistically significant information to feed into commercial decision making.

In previous campaigns, we have altered the messaging and the offer mid campaign, or run a split test at two different price points in response to this type of feedback, and improved campaign performance, as a result.


In our world, a successful outcome can be multi layered, but by adopting our 'a little extra' approach and asking one more question on every call, we bring to the surface the hidden value others miss.

ASK ONE MORE QUESTION on every call. It will reap rewards



Publish Date: September 9, 2016 5:00 AM

2021 Buyers Guide Recruitment Products/Services


Automated Language Testing
Emmersion offers automated assessments to quickly and accurately test speaking, writing, and grammar fluency in 9 languages and counting. We help contact centers improve CSAT scores by screening for top talent and retaining top performers.


HireTrax, MainTrax's standalone pre-hire virtual interviewing solution, automatically analyzes the behavioral characteristics found in each candidate's VOICE to help you select reps better suited for the specific job at hand. After all, agents speak with your customers for hours each day so it's vital they possess the behavioral characteristics and personality traits necessary to be successful. By picking those with tendencies of empathy and positive behavioral traits, you'll have a higher caliber of candidates who will perform better on the job and stay.

Orion Learning Services Inc.

Assessments for Recruitment, Talent Management, Succession Planning
Looking for assessment tools to help you recruit faster, better and more accurately?

Orion Learning offers a full suite of assessment tools designed to target and report on candidate potential. Our tools are used for recruitment, talent management, succession planning and coaching/mentoring. All of the tools are delivered online and the reports are available online and will provide you with an amazing view of the candidate/individual's potential, interview questions, coaching/mentoring steps and much more.

If you're looking to find the candidate/individual with the highest potential, call Orion today!


VADS Recruitment Services
VADS Indonesia provides a recruitment process with strict selection with various requirements according to client needs. VADS Indonesia also has a database of trained candidates so that it can meet the agent needs quickly and in large numbers.

SalesMatch Ltd

Contact Centre Behavioural Assessments
SalesMatch is an intelligent web based sales and contact centre behavioural assessment platform. It is based on the well known, tried and tested DISC psychometric theory, used by thousands of organisations round the world.

- Reduces Agent Attrition - By selecting the right agent for the role
- Increases Performance - By matching the character profile to the task
- Reduces Time Off - A well matched profile to the role reduced work
- Reduces Recruitment Costs - By early identification of the right candidates

Putting the right person in the job role has become the key focus in the drive...
(read more)

TactiCall Recruitment Services

TactiCall Recruitment Services
Permanent Placement
Temporary / Labour Hire / Contingent and Contract Hire
Recruitment Consulting Services
Assessment Centre Design and Facilitation

View more from The Telemarketing Company

Recent Blog Posts:
PPI Claims Deadline – the end to nuisance calls, or a new plague?October 31, 2017 5:00 AM
A two-way street: what makes a good client/agency relationship?September 19, 2017 5:00 AM
Is the Customer really In Control? And if they're not, who might be?May 5, 2017 5:00 AM
Looking for your perfect (Telemarketing) match?February 10, 2017 5:00 AM
10 Fundamental Rules for Creating Effective Customer SurveysJanuary 12, 2017 5:00 AM
Infographic: The Top 10 Reasons Your Leads Aren’t ConvertingJanuary 4, 2017 5:00 AM
B2B Lead Generation: Part 2 - 8 tips for email marketing successSeptember 19, 2016 5:00 AM
Just one more thingSeptember 9, 2016 5:00 AM
Post Brexit-winter is coming...why you need to take a long hard look at your own sales appointment teamAugust 22, 2016 5:00 AM
'Must Have' Propositions - What are the essential attributes of a successful telemarketing proposition?August 18, 2016 5:00 AM

About us - in 60 seconds!

Latest Americas Newsletter
both ids empty
session userid =
session UserTempID =
session adminlevel =
session blnTempHelpChatShow =
session cookie set = True
session page-view-total =
session page-view-total =
applicaiton blnAwardsClosed =
session blnCompletedAwardInterestPopup =
session blnCheckNewsletterInterestPopup =
session blnCompletedNewsletterInterestPopup =