Are You Helping My Competition Too?
 
Some clients may view this as not a big deal.  After all, this type of thing happens in the advertising field all the time.  Ad agencies take on competitors at the same time.  So do media outlets such as TV and radio.  So having the same B2B telemarketing firm call for your competitor may not be a huge ordeal.  But if it is, there are a few things you can do to prevent it.
 
First, ask point blank if the firm is cold calling for your competitor while they work for you.  It could be a problem if the firm is using the same script, calling into the same territory, or using the same rep to make calls for both companies.  Sure you want a firm that has experience in your industry.  It doesn't mean it has to be at the same time.
 
Next, provide your own lead list.  Many firms will simply buy a list and resell it to you.  Find out who their primary list provider is and use a different one.  Or better yet, provide leads generated from inbound marketing, demo downloads, white paper downloads, etc.  The chances of the firm calling on the same contacts for your competitor decreases dramatically when you do this. 
 
When it comes to your list, make sure it is used exclusively for calling your prospects alone.  This should include the time period the firm is calling for you and afterwards in case they take on a similar client.  Though it only happens rarely, I have seen reps share information from competing clients' list without the knowledge of the client or the firm's management.  Use a few quality control phone numbers that only you or your company will answer to make sure this rule is being adhere to if there is a trust issue.  If you get a call to your QC number on behalf of your competitor, dump the firm. 
 
Finally, ask the firm to work for you exclusively when it comes to representing your type of product or service.  It may cost you a bit more since the firm will have to turn down paying customers on your behalf but it could be well worth the extra money. 
 
Regardless of if calling on your competitor is no big deal or a very big deal, asking the question up front at least lets you know what you're dealing with before you sign on with a B2B telemarketing firm. 
 
Be sure to check out Part V of this series, when I ask readers to ask the question "What Exactly Does a Qualified Lead Look Like?"