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Article: SCNB uses Southern charm to take the chill out of cold calls. (South Carolina National Bank; telemarketing of credit cards) (Management Strategies)
- Article from:
- American Banker
- Article date:
- February 1, 1993
- Author:
CopyrightCOPYRIGHT 1993 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Say the word "telemarketing" to a banker and you can almost be sure the response will be negative.
After all, how many people like to be called at home by a salesperson - or worse yet, a recorded voice?
Ever mindful of how consumers feel about cold calls, executives at South Carolina National Bank have refined the way they telemarket and, along the way, dramatically increased sales in their 200,000-member credit card division.
Last year, in fact, SCNB's telemarketing and direct mail effort contributed two-thirds of the bank's new credit card accounts.
Executives say the formula for success isn't a better prospect list or flashier ...