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Telemarketers beware: The FTC's Telemarketing Sales Rule will change the way you do business. The rule will create a national "do not call" registry, which will limit cold-calling to consumers who register with the government to opt out of telemarketers' databases. Those who sign up can't be contacted for five years or until their phone number changes. The penalty for violators? Up to $11,000 per call!
Arthur W. Conway, president of DialAmerica Marketing, an outbound telemarketing firm, believes the financial impact on growing businesses will be enormous. "Telemarketing is a very efficient channel for entrepreneurs," he says.
What's a marketer to do? According to Kathleen Peterson of PowerHouse Consulting, an expert in call-center management, this is a wakeup call for ...