Telesales, cold calling and call centres
The phone is still one of the fastest ways to start a sales conversation, especially with other businesses and past customers. But calling is tightly regulated in Australia, and a bad call can cost you more than a lost sale. This guide covers when telesales works, the rules, how to structure a call, and what to check before you hire a call centre.
In short
- Call people who are likely to want what you sell - past customers, warm leads and well-researched businesses work best.
- Check every list against the Do Not Call Register unless you have consent, and call consumers only during permitted hours.
- Say who you are, who you represent and why you're calling, straight away. End the call if asked.
- Phone sales to consumers usually create an unsolicited consumer agreement, with a written agreement and a 10 business day cooling-off period.
- If you outsource, your contract must require the call centre to follow the law, and you remain responsible too.
When telesales works
The phone works best when the person you call has a reason to listen. In order of likely success:
- Past customers: a check-in, a reorder reminder or a new offer.
- Warm leads: people who enquired, downloaded something or met you at an event. See Lead generation: finding new customers.
- Referrals: someone a happy customer suggested you call.
- Researched businesses: companies that clearly fit your ideal customer, where you know who to ask for and why.
- Cold lists of consumers: the hardest, the most regulated and often the least effective.
If you’re calling consumers from a bought list, think again. The rules are strict, people dislike it, and the results are usually poor.
The rules you must follow
Telemarketing is regulated by the ACMA (Australian Communications and Media Authority) and the ACCC (Australian Competition and Consumer Commission). This is a summary, not legal advice.
The Do Not Call Register
People can register numbers that are used mainly for private or domestic purposes. Before making telemarketing calls, you need to wash your list against the register, unless the account holder has consented to your call.
- A wash is valid for 30 days. The Do Not Call Register says the ban doesn’t apply if you washed your list in the last 30 days and the number wasn’t on the register.
- To wash, you need a washing services account. There’s a free option for small, occasional users, and a Quick check for fewer than 10 numbers.
- Some calls aren’t telemarketing, for example appointment reminders, product recalls, payment calls, and calls about a customer’s own order or enquiry.
Calling hours and conduct
The telemarketing industry standard applies to every telemarketing call to an Australian number, even numbers not on the register.
| Day | Telemarketing calls allowed |
|---|---|
| Weekdays | 9 am to 8 pm |
| Saturday | 9 am to 5 pm |
| Sunday | No calls |
| National public holidays | No calls |
These limits apply unless the person has consented to being called at that time. Under the standard you must also:
- Show your number (calling line identification), and keep it working for at least 30 days so people can call back and find out who called.
- Say who you are, who you work for and why you’re calling.
- End the call immediately if the person asks.
The ACMA can issue penalties for breaches. The industry FAQs also note that the rules apply wherever the call comes from, including overseas call centres.
Selling to consumers on the phone
When a consumer agrees to buy something on a call they didn’t invite, it’s usually an unsolicited consumer agreement. The ACCC explains that, for agreements worth $100 or more, you must:
- give a written sales agreement within 5 business days after the call
- include the full terms, total cost, your business details and cooling-off information
- allow the consumer to cancel within 10 business days.
Breaking certain rules extends the cooling-off period to 3 or 6 months. Calling outside allowed hours is one example. You also can’t use pressure or harassment. Selling financial products such as insurance on uninvited calls is generally not allowed.
Structure of a good call
A simple structure keeps calls short, respectful and useful.
- Open clearly. “Hi, it’s Sam from Harbour Signs in Newcastle. I’m calling because you asked about shopfront signage last month. Is now an OK time for two minutes?”
- Ask before you pitch. Two or three questions about their situation: what they use now, what’s not working, timing.
- Link to their answer. Explain the one or two things you offer that fit what they just told you.
- Agree a next step. A quote, a visit, a sample, a demo, or a follow-up date.
- Record it. Note what was said and what you agreed, straight away.
Write a short call guide, not a script to read word for word. People can tell when you’re reading.
Handling objections
| They say | Try |
|---|---|
| “I’m busy.” | “Understood. When’s a better time for a two-minute call?” Then call at that time. |
| “Just send me an email.” | “Happy to. So I send the right thing, can I ask one quick question about what you need?” |
| “We already have a supplier.” | “That makes sense. What would you change about the current arrangement, if anything?” |
| “It’s too expensive.” | Ask what they’re comparing it to, and explain the value. Don’t drop the price straight away. |
| “Not interested.” | Thank them and end the call. Don’t argue. |
See Sales techniques that work for more.
Tracking results
Keep simple numbers for each week:
- calls made and conversations had
- next steps agreed (quotes, meetings, demos)
- sales and their value.
These numbers show which lists, times and messages work. A CRM (customer relationship management) system makes this much easier. See Choosing a CRM system.
Using a call centre or telemarketing agency
Outsourcing can make sense for big campaigns or out-of-hours customer service. Before you sign:
- Check their compliance: ask how they wash lists, record consent and train staff on calling hours and the industry standard.
- Put compliance in the contract. The Do Not Call Register FAQs say anyone arranging telemarketing on their behalf must include express provisions requiring compliance with the Act. Both the caller and the business that arranged the call must comply.
- Agree the script, offer and data handling, and listen to sample calls.
- Agree how leads and results are reported, and who owns the customer data.
- Start with a trial before a long contract.
Your brand is on every call, even when someone else makes it.
Common questions
What hours can telemarketers call in Australia?
Under the telemarketing industry standard, telemarketing calls can be made from 9 am to 8 pm on weekdays and 9 am to 5 pm on Saturdays. No calls are allowed on Sundays or national public holidays, unless the person has consented to being called at that time.
Do I need to check the Do Not Call Register before cold calling?
Yes, for telemarketing calls, unless the account holder has consented to your call. Wash your list against the register before calling; a wash is valid for 30 days. Businesses washing fewer than 10 numbers can use the register’s Quick check.
Can I cold call businesses?
Numbers can only be put on the Do Not Call Register if they’re used mainly for private or domestic purposes, for faxes only, or by a government body. Business numbers are generally not on it, but the industry standard on calling identification, information and ending calls still applies to every telemarketing call.
What is the cooling-off period for phone sales?
When a consumer agrees to buy on an uninvited call, it’s usually an unsolicited consumer agreement. The ACCC says the consumer can cancel within 10 business days. The cooling-off period becomes 3 or 6 months if the seller breaks certain rules, such as calling outside allowed hours.