The Direct Marketing sector regards the telephone as one of its most successful tools. Consumers experience telemarketing from a completely different point of view: more than 92% perceive commercial telephone calls as a violation of privacy.
Telemarketers make use of a telescript – a guideline for a telephone conversation. This script creates an imbalance in the conversation between the marketer and the consumer. It is this imbalance, most of all, that makes telemarketing successful. The EGBG Counterscript attempts to redress that balance.