Facing the Fear

Let’s be honest: for many young professionals today, the idea of picking up the office phone is terrifying. Researchers even have a name for it – telephobia. A UK survey found that 76 per cent of millennials feel anxious when making or receiving calls, compared to 40 per cent of their baby boomer colleagues. Living in a world driven by technological progress, using a phone can often feel outdated, awkward, or even unnecessary.

But at Blueberry Marketing Solutions, we see it very differently. In fact, we make sure everyone – from apprentices to senior leaders – begins their journey on the phones. Why? Because those live, unfiltered conversations with real people are the foundation of everything we do. But this isn’t just about phones – it’s about the value of starting from the ground up. For us, that is the phone – after all conversations are at the heart of what we do. In other industries it might be a bustling kitchen, factory floor, or heaving pub – the principle is the same: starting from the ground up builds empathy, resilience, and confidence.

As Chef Anthony Bourdain once said about restaurant work, there’s a unique empathy that comes from being on the frontline. (Personally, I’m always kind to harassed waiters and waitresses; I’ve been in their shoes.) The same applies to any entry-level job where you must read people quickly, handle pressure and absorb criticism.

We examine two key perspectives: firstly, the business side: why phone work makes sharper, more insightful marketers. And secondly, the human case: why “working your way up” builds resilience, confidence, and leadership skills that last a lifetime.

“It’s great to be tech-savvy, but don’t text or email when you should be calling. The quality of business communications has become poorer in recent years as people avoid phone calls and face-to-face meetings, I can only assume, in some misguided quest for efficiency,” said Sir Richard Branson in Business Insider.

The Business Case: Why Real Conversations Creates Better Marketers

Real Conversations Build Real Understanding

It’s true – marketers love dashboards, CRM reports, and web analytics. But none of those capture the nuance of a real conversation. The hesitation in someone’s voice. The offhand remark about a supplier. The concerns that don’t fit neatly into a drop-down menu. (I swear I’ve heard my mum eyeroll me before).

Phone calls are raw and unfiltered – and that’s where the real value lies. One of our recent projects involved calling on behalf of a university promoting government funded business support programmes. The recipient was so impressed by our caller that they traced them back to Blueberry and commissioned us for additional work! That’s the power of good conversation: it turns abstract personas into real people with real needs.

The Listening Advantage

We’ve all heard it before: “You have two ears and one mouth for a reason.” Phone work sharpens your ability to listen – really listen – to what people say (and what they’re not saying). This skill doesn’t just make you a better marketer, it makes you a stronger researcher, presenter, teammate, and leader. In fact, the Harvard Business Review found that leaders who really listen aren’t just more effective – they’re also top trust-builders with their teams.

At Blueberry, we call it our “thirst for knowledge.” By picking up the phone, our team connects with people from all walks of life – housing officers, operations directors, NHS administrators, headteachers, you name it. That diversity of voices builds empathy and adaptability you just can’t get sitting behind a dashboard.

Experimentation & Adaptability

Every call is a live experiment. If something isn’t working, try a different opener, tweak your tone, rephrase a question, and shift gears when you hit resistance. Just as we can tweak a campaign mid-way through, a caller can tweak their approach mid-conversation. When done right, telemarketing is the art of human connection at scale – honest, open dialogue.

We deliver outstanding results by closely monitoring key performance indicators and call scores. Our team tracks their progress daily, with managers on hand to support and provide feedback. Account managers and team leaders share responsibility – all of which having started on the phones themselves. These empathetic leaders draw on their experience to help callers improve their skills. By sharing insights with campaign managers, colleagues help refine strategies and address common challenges effectively.

Over time, our staff don’t just get better at communicating; they get better at marketing. They pick up on what hooks really work, which objections are the most important, and how to adapt on the fly. Phones. Outdated? No, they’re as timeless as Margherita pizza. (Now I’m thirsty and hungry). Perfect for sharpening strategy, adapting your messaging, and genuinely grasp your audience.

The Human Case: How Phones Shape Careers & Culture

Culture, Empathy & Leadership

At Blueberry, everyone starts on the phones – no matter your role. It’s a bit like a team-bonding ritual, but with less cold-water swimming and more rejection calls. And it’s not about throwing people in at the deep end. Our managers know exactly what it feels like to get ghosted, chase that elusive opportunity, or finally land that big break. It’s all part of our culture: Good leaders don’t just direct from above, they’ve been there, seen it, done it themselves. That shared phone hustle fuels our camaraderie and keeps our leadership approach grounded.

“My journey with Blueberry started during university when I worked part-time as a telemarketer,” said Blueberry Account Manager Imogen Steiner. “Initially, I saw it as a job alongside my studies. In hindsight, it was so much more – boosting my confidence, improving my communication skills, and teaching me the importance of those initial conversations with clients. These days laid a strong foundation for everything that followed.

“During my placement year, I received support and encouragement to ‘find my feet’ and discover what I truly enjoyed. I was given the chance to get involved in managing campaigns, writing proposals and summaries, and gradually exploring more of the client-facing aspects. That experience helped me see where my strengths were and set the stage for my current career.

Since graduating, Imogen rejoined us as a full-time account manager and a key member of the marketing and business development team. She’s also earned a CIM Level 6 Diploma in Professional & Digital Marketing, a qualification from the Chartered Institute of Marketing designed for experienced professionals aiming to enhance their strategic marketing skills.

“Looking back, that initial telemarketing role on the phones shaped my approach to work and sparked my growth at Blueberry,” she added.

Resilience, Confidence & Agility

Let’s be real: calling strangers can be as fun as stepping on Lego, barefoot! You may face brush-offs, rude comments, or even the odd hang-up. But that’s why it’s the perfect training ground. Staying calm, turning objections on their head, and pushing through builds grit – the kind that serves you well when pitching to demanding clients, dazzling your boss, or handling that co-worker who keeps leaving teabags in the sink.

Blueberry’s Project & Resource Manager, Zoe Thorpe, sums it up perfectly: “Phone work gave me the confidence to speak up in any situation. If you can handle rejection from a stranger, presenting to fifty people about the benefits of Help to Grow suddenly feels less scary.”

And the evidence backs it up. As The Public Speaking Academy noted in 2025: “With remote work and digital communication becoming the norm, managers must empower their millennial teams to communicate with clarity, confidence, and authority. A strong phone presence can enhance client relationships, boost sales, and reinforce leadership impact.”

As Hannah Prevett, the Associate Business Editor of The Sunday Times, said in a recent LinkedIn post, Gen Z’s reluctance to make phone calls is more about their background than apathy. The pandemic disrupted their early work experiences, interrupting informal learning through office interactions, spontaneous chats, and observing colleagues. Many started their careers in front of screens, gaining digital skills but lacking confidence in face-to-face interactions. Consequently, phone calls can seem strange or even daunting for them. Encouraging newcomers to start on the phones isn’t just about developing sales skills – it’s about helping a new generation reconnect through genuine human conversations.

From Phones to Entrepreneurship

It comes as no surprise to us that over 25 Blueberry alumni have gone on to run their own successful businesses. Just saying! Phones instil entrepreneurial skills: sales confidence, resilience, the ability to read people, and the instinct that good relations drive results. Once you’ve turned a cold call into a warm lead, starting your own venture feels a lot less daunting.

Tackling Telephobia

We can’t ignore the stigma. Some see phone work as “beneath them.” Others genuinely fear making or receiving calls. But in a world where people hide behind email or text, the humble phone call becomes the differentiator. It’s the verbal equivalent of a neon sign saying: “Hey, I’m still here.”

Still not convinced? Steven Bartlett, co-founder of Social Chain, has opened up about his past struggles with telephobia and how working in a call centre at 16 helped him overcome it. The role required him to make cold calls selling double glazing, which pushed him to develop essential personal, verbal, and persuasive skills. He described the experience as a key learning opportunity that gave him valuable communication skills for high-pressure business situations and played a pivotal role in preparing him for his CEO career. So, while we’re not a call centre, phones are our training ground. We’d encourage any business to think about where their own “frontline” is. Because the leaders who have been there, who have lived those challenges, build stronger teams and workplace cultures.

Discover how we can help you meet your business growth objectives. Visit blueberryms.co.uk, email info@blueberryms.co.uk, or call 0113 4877013.

[COPYRIGHT © 2025 ANGELA KUNAWICZ & BLUEBERRY MARKETING SOLUTIONS. ALL RIGHTS RESERVED.]