| Quassim says he can always
find a job selling something over the phone because he could sell just
about anything, including the sweater he’s wearing. But these
days, Quassim spends most of his time selling newspaper subscriptions.
His voice is all-American-boy, a combination of awshucks and sincerity.
He sounds devoted to the product he’s selling. But this is just
another in a long line of telemarketing jobs he’s had. He doesn’t
have to believe in the quality of the newspaper (or read it, for that
matter); he just has to sell it. Selling newspapers, he admits, is pretty
tame, but he likes the perks. He gets his own desk with a fully loaded
computer and a window seat.
Quassim writes his own pitch, which he says is more like
a conversation. He doesn’t use the script provided for him because
he says it’s not “real.” His approach is subtle and
easygoing. He’s not abrasive or pushy when he asks customers if
they would be interested in buying the paper. If someone is not interested,
Quassim says thanks and hangs up. Within a minute, the auto dialer on
his phone finds another number and someone, somewhere picks up a receiver.
He’ll say, “How are you tonight?”
If someone answers, “Fine, how are you?”
He’ll say, “Wow, I’m fine, thanks for
asking. I don’t hear that very often.” He’s friendly,
ingratiating, grateful.
Or it could go another way. “How are you tonight?”
he’ll say.
“Okay, buddy, what’re you selling?”
a caller might reply, testily.
Quassim steps up to the challenge. He might laugh, share
this little joke with the caller. Then he will adopt a self-deprecating
I-know-I’m-a-telemarketer-and-I-hate-to-bother-you approach.
“How are you tonight?” he’ll begin
another call.
“Busy,” the caller replies, ready to cut
off all conversation.
“I know what you mean,” Quassim might say,
sighing, sympathizing. “That’s why I’m going to take
only a second of your time.”
He knows how to play to each person, and he gives each
customer what he thinks they want. To the elderly, he speaks slowly
and turns on his grandson-like charm. He yes-ma’ams and no-sirs,
and he is patient. To the young, Quassim is hip and talks slang. He
gives them a “What’s up man? I’ve just got one question
for you.” If he happens to call someone with time on his or her
hands, he is relaxed and conversational and talks about his mother.
Quassim says he “couldn’t care less”
that people think telemarketers are at best, nuisances and at worst,
slime. He’s having a good time. It’s not that he’s
proud of what he does. It’s that he’s proud of how
he does it. Telemarketing is on its way out, anyway, he says. The Internet
will replace the cold call soon, and that’s fine with him. He’ll
move on to something else.
Tonight, in the game Quassim plays with me, he tries to
figure out what it is I want to hear, then tweaks his pitch to include
it. After all, I am just an opportunity to make a sale. Quassim is sly
and rehearsed and leaves me not knowing what to believe. But when he
thinks I’m sold on the idea that he is a good guy who is good
at his job, he rolls himself a cigarette and finishes his beer and tells
me it’s time for him to go back to work.
JENNIFER SAVAGE, a 2001 graduate of the University of
Oregon’s literary nonfiction program, is a researcher and writer
at the Earth Family Fund, a nonprofit in Missoula, Montana.
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