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It should be noted that the number of calls reported as received by the consumers could involve both an estimation on their part and a perception. There may be a possible correlation between the consumers' attitude about acceptance and their perception of the number of calls received. Sixty percent of the acceptors reported receiving three or fewer calls in the preceding three months, compared to 48 percent of the nonacceptors.

 

The mean number of calls received by acceptors during the preceding three months was 4.89, while the nonacceptors had a mean of 8.14. This difference is statistically significant.

 

A person calling, rather than a computer, is second in importance; even with the perception of the increase in electronic calling, the consumers felt a person calling would be highly likely to occur. It was somewhat surprising to see that the consumers' previous positive experience with the company was least important, and having an interest in the product or service was next to last in importance. It is interesting to note that the most important calling attribute is that the salesperson is professional and courteous. It is also rated as the most likely to occur.

 

 

 

Listening to the Sales Message. In another effort to determine how strongly consumers felt about receiving a proactive telemarketing call, they were asked "How likely is it that you would hang up or terminate the telephone sales call before the caller was finished?"

An extremely high number of consumers, 60 percent initially and 65 percent after the calling attributes were introduced, reported they would not hang up or terminate a sales call before the caller was finished. One may assume that a large number of people considered hanging up or terminating a call to be impolite. It also demonstrates that a high percentage of people, for whatever reason, are willing to listen to the telemarketing sales message. Calling at a Convenient Time of Day. It had been shown previously that making a telephone sales call to a consumer at a convenient time was an important attribute.

 

The consumers also provided the day of week and time of day that each considered to be the most convenient for them, as displayed in a later exhibit. It is interesting to note the wide distribution of the consumers' preference for receiving a telephone sales call. In particular, only 23 percent of the consumers preferred to receive their call on weekday evenings, while it is estimated that approximately 80 percent of all proactive telemarketing calls to consumers occur on weekday evenings.

 

Because the consumers also stated that calling at a convenient time was an important attribute, there is considerable opportunity to better adapt calling programs to a time preferred by consumers. The people who prefer to receive their phone calls on weekday evenings or on Saturdays and Sundays have a higher total family income, are employed outside of the home, and have a somewhat higher level of education.

 

The other demographic variables had relatively the same mean scores across each cell.

 

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