It's important to use the most accurate data when running a telemarketing campaign. There's nothing worse than numbers that are no longer in use, businesses that have moved on or even calling people up who have actually passed away. These bad data calls can be very embarrassing for your business and set back your telemarketing campaign.

So it's good practice to source reliable data from a reputable supplier. Your conversion rates will be severely affected if all your data is unreliable, out of date and generally a bit useless. It can even cause de-motivation amongst your telemarketing staff since targets can become impossible to achieve.

A telemarketing campaign needs to have one clear goal. That goal could be to increase sales, increase customer database, conduct market research, find more staff or any other reason. When one of these goals is achieved it's logged as a conversion, a successful result. With these clear goals and conversions you can begin your telemarketing campaign.

Now you have a clear goal you also need to start sourcing the data; the list of names and numbers you're going to call. If you're on a budget you might be tempted to pick up the yellow pages and start calling from page one. Even in some larger corporations it's still mandatory for new starters in a campaign to start calling from page one of the phone book.

When running a telemarketing campaign the most important part is the data. The businesses and people you're calling are the ones that will ultimately result in sales. It's the reason you're running the campaign in the first place; to produce results. Sales, leads, market research or whatever your goal for the campaign might be.

To ensure your telemarketing campaign is a success you need to source the right data. If the numbers you call are out of date, incorrect or not your target market then you're wasting time. The right data will affect your conversion rates and can make the campaign completely successful.

If you're running a telemarketing campaign or you're thinking of starting one soon then you need data. Quite simply; data is the information that fuels the telemarketing campaign. The names and phone numbers of businesses and people you're going to call. The only thing is; how reliable is the data?

The source of your data can be the difference between a successful campaign and a wasted effort. This is because phone numbers on your calling list might be registered under the Telephone Preference Service. The TPS is a register of opt-out numbers that do not wish to receive telemarketing calls.

Most business owners / marketing managers / new sales people go cold at the thought of cold calling and picking up the telephone.

Here, Andy Dickens of Sussex based telemarketing agency Virtual Sales Limited, gives a few handy tips to take away the fear:

1. Articulate your value proposition:

What are you selling?

• Develop key features and benefits of your product/service
• Prepare a price list

Who should buy?

• Are you targeting large companies, SME’s or both?

Why should they buy from you?

• Develop a list of reasons why a customer should buy from you