It's like a teenage girl starting to date. She wants to. Plus, all her friends are. And she's heard good things about the guy who wants to take her out. But she's heard bad things, too. What to do?rnIt's the same quandary many direct marketers are finding themselves in these days about pairing up with membership clubs — clubs that upsell consumers when they call in to respond to a direct marketer's ad. Callers are asked if they're interested in whatever the club offers, usually at discount rates — maybe a product related to what consumers are calling about, but it could be travel packages, lower phone rates, a buying club or perhaps an auto club. Like buying real estate from marketers for time at the end of the call for an upsell.
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