Telemarketing has become a continuous trend in the American today. Telemarketing is a program performed to persuade consumers to purchases goods or services by use of voice telephone (Zajas and Church, 1997, p. 227). Telemarketing creates $ 275 billion yearly and recruits approximately 5.4 million persons in the United States (p. 204). Telemarketing should not be illegal as it positively benefits businesses, consumers and the country at large (Klosek, p. 204, 2003).
Telemarketing should not be illegal but it should be prohibited from offering deceptive and fraudulent practices. A number of factors largely contribute for telemarketing to remain as legal. Currently, telemarketing is employed by a large number of companies across many industries to meet customer needs in various segments while increasing profits. It is an element of the marketing communications mix that aims to generate the highest impact on customers at the least cost. Legal companies have been able to offer new products and services and superior quality of customer service at a rational cost. Telemarketing is also a strategic element of the overall marketing strategy that offers companies’ marketers with a high return on their expenses. The fast, convenient, and personalized services of telemarketing have facilitated in building the trustworthiness of existing customers (Lancaster & Massingham, 2010, p. 341).
Moreover, telemarketing should not be illegal since it is an effective business strategy that generates immediate response. Many organizations make use of the telephone to reinforce the effectiveness of traditional marketing methods. They have been able to enhance customer service, produce sales leads, accelerate payments on previous outstanding accounts, sponsor nonprofit organizations, and collect marketing data. Business have been able to build a strong customer base and understood the full prospective of outbound marketing. Furthermore, businesses with thriving marketing programs view telemarketing as effective compared to other types of communication Telemarketing has emerged to be a cost-effective marketing tool by reducing employee costs and infrastructure costs. Currently, outsourced call center services inform their employees on the current regional, federal and state laws governing telemarketing for conformity (Pride and Ferrell, p. 253).
According to Klosek (2003), individuals and consumers lose approximately $ 40 billion yearly in telemarketing fraud (204). Currently, the Federal Trade Commission has received various proposals to pass laws for telemarketing to be illegal. Nevertheless, telemarketing remains to be legal with stringent laws and regulations. The enacted laws of the Congress forbid abusive patterns of unsolicited telephone calls and limits the hours of daytime calls. The FTC (Federal Trade Commission) Telemarketing Sales Rule of 1995 obliges telemarketers to promptly reveal to call recipients the nature of the call, for instance, seller’s name and product’s name. The rule is intended to confine and reduce unwanted telemarketing calls received annually. Additionally, Federal Trade Commission (FTC) policy of a national Do Not Call registry is aimed to assist consumers obstruct unwanted telemarketing calls. The enacted rules will enable consumers take measures to protect themselves against fraudulent telemarketing (Boone and Kurtz, 2009, p.476).
Despite the recent emergence of fraudulent telemarketing, its rapid expansion has been a contributing factor for the growth of sales in most U.S. businesses and has also generated the means to offer more personalized services as well as improve business productivity. Hence, telemarketing should remain to be legal on condition that outbound telemarketers conform to Federal Trade Commission Telemarketing Sales Rule of 1995 (Boone and Kurtz, 2009, p. 476).