View
218
Download
0
Category
Preview:
Citation preview
7/29/2019 Strategies and Methodologies in TElemarketing
1/54
Copyright, 1996 Dale Carnegie & Associates, Inc.
TelemarketingStrategies
Presented by:
Rechel Soriano
for
Japanese Telemarketing Representatives
7/29/2019 Strategies and Methodologies in TElemarketing
2/54
Is Telemarketing moreeffective ?
In an average 4 hour telephone blitz youcan reach 60 to 80 prospect buyers.
The best use of the phone is to reach morecontacts.
7/29/2019 Strategies and Methodologies in TElemarketing
3/54
Why Telemarket?
Lets do the math...
ITS CALLED
7/29/2019 Strategies and Methodologies in TElemarketing
4/54
The Law of THIRDS
300 phone calls = 100 contacts.
100 contacts = 30 new suspects. 30 suspects = 10 new follow ups.
10 follow ups = 3 solid prospects.
3 Solid prospects = 1 SALE Per Day!
How about double the process?.....
7/29/2019 Strategies and Methodologies in TElemarketing
5/54
Dont give up!
80% of all sales are made after the 5th sales call.
48% of the sales people give up after the firstattempt.
25% more give up after the second attempt.
12% more will give up after the 3 attempt.
5% more will give up after the 4 attempt. ONLY 10% OF ALL SALES PEOPLE WILL
COMPETE FOR THE BUSINESS!
7/29/2019 Strategies and Methodologies in TElemarketing
6/54
Work S.M.A.R.T.
Set reachable goals
Manage your time
A void interruptions
Record your activity
Track your progress
The hardest
thing about telemarketing
is overcoming call reluctance. If
you schedule your telemarketing
time like a valuable appointment
it becomes mucheasier.
7/29/2019 Strategies and Methodologies in TElemarketing
7/54
You cant tell the playerswithout a scorecard.
The Gatekeeper.
The influencer.
The Decision Maker
7/29/2019 Strategies and Methodologies in TElemarketing
8/54
Key to Telemarketing
Be prepared andbrief.
Set short term goals.
Give as littleinformation aspossible.
Dont be defensive.
Use reference selling.
Give the purpose foryour call.
Speak 1/3 slowerthan normal speech.
Smile.
Nevergive them aneasy out.
Choose your words.
7/29/2019 Strategies and Methodologies in TElemarketing
9/54
The GATEKEEPER(Otherwise known as the receptionist)
Their job is to findout:
- Who you are
- Who you represent
- if what you want isimportant enough togive you what YOUwant.
]
Give them what theywant:
- State your name
- State your company
- Tell her what you want
- Ask to be put through
7/29/2019 Strategies and Methodologies in TElemarketing
10/54
Gatekeeper Script
Hello, my name is (___________)
Im with (__________). The purpose of my call is tooffer exciting promotions for our valuedcustomers. Give me 2 minutes of your time andIll discuss it.
Are you available now?
Ill call you back in ten minutes? What about anhour?
7/29/2019 Strategies and Methodologies in TElemarketing
11/54
Tips for working with the
Gatekeeper Little or no authority buttremendous power.
Building rapport is critical
Do not play games.
Asking for their help is agood scheme.
Avoid them if necessary
Be friendly but firm.
SMILE!
7/29/2019 Strategies and Methodologies in TElemarketing
12/54
The Influencer(Masquerading as the Decision Maker)
Similar to the Gatekeepers script
Speak slowly
Be precise
Close for the appointment
Overcome the objection
Close the sales process
Get an exact date of payment or get
appointment for follow up.
7/29/2019 Strategies and Methodologies in TElemarketing
13/54
Influencers Script
Hello, my name is (_______)
The purpose of my call is to follow up my appointment with
Mr.________regarding _________. IS THAT YOU?(wait for response)
Id like the opportunity to introduce myself, my company,our products and services in hopes of being able to_________for your future needs.
Are mornings or afternoons usually better for you?
7/29/2019 Strategies and Methodologies in TElemarketing
14/54
Handling Objections
Tips:
Be relaxed, objectionsare natural
Dont be defensive
Work on a positiveattitude
Smile!
Steps:
Pause after theobjection
Listen carefully
Ask questions
Get clarification
7/29/2019 Strategies and Methodologies in TElemarketing
15/54
The BIG 7 objections
Im way too busy
Im not interested
We have no needs right now
Youd be wasting your time
I already ordered/lots of pills at themoment
Send me some information
I dont trust you!
7/29/2019 Strategies and Methodologies in TElemarketing
16/54
Im WAY too busy
Have I called at a bad time?When would be a bettertime?
I understand, should I callback this afternoon?
I know how you feel, my
schedule is very tight too.Should Ill call you tomorrowor is the day after better?
Are mornings or afternoons
better for you?
7/29/2019 Strategies and Methodologies in TElemarketing
17/54
Im not interested
I understand how youfeel, I wouldnt expect youto be not interested insomething you knew that
could give you everythingwe could offer to ourvaluable customers likeyou
What exactly arent youinterested in?
You owe it to yourself tosee what we have tooffer.
7/29/2019 Strategies and Methodologies in TElemarketing
18/54
We dont have any needs
You may be right! Howevermany of the people I alreadytalked to didnt even knowthat our offers really exist,and that we could deliver ourpromise to our clients.
With the dawning of a newdrug evolutions, advances in
productivity and offeringdistinct advantages fromdifferent online pharmacyalone are worth investing5minutes of your time to see
what we can offer you.
7/29/2019 Strategies and Methodologies in TElemarketing
19/54
Youd be wasting your time
Im glad you value yourtime, I wouldnt waste aminute of it. If after 5minutes you dont agreethat we have something totalk about, well I wontbother you anymore.
Our products are designedespecially to save youtime.thats precisely whywe need to talk.
7/29/2019 Strategies and Methodologies in TElemarketing
20/54
I already ordered/lots ofpills at the moment Excellent, then you know
what kind of an impactthey can have in yourlifestyle.
Thats exactly why weneed to discuss it. If yourlike most of the people Imeet with they have no
idea of the kinds ofbenefits that are availablewith our campaign /promotions at the
moment.
7/29/2019 Strategies and Methodologies in TElemarketing
21/54
Send me some information
Excellent idea! So that theinformation I send you will beof some value, what kind ofbenefits are you searchingwith our products?
What information specificallywere you interested in?
Some people use that oldstand by just to get off thephone, I know your not one ofthose, so what did you want
me to send you?
7/29/2019 Strategies and Methodologies in TElemarketing
22/54
I dont trust you
Remember thecustomers alreadyordered before and
used ourservice/product, sowhy panic?
Our policy is to deliver100% satisfactionguarantee to ourcustomers.
7/29/2019 Strategies and Methodologies in TElemarketing
23/54
Tricks of the trade(Or Key phrases to answer objections)
I can hold while you check.
Im sure you get hundreds of calls just like mine
Im just trying to earn the right to your future
romantic life.
What specifically did you want / prefer
Tell me more about that
Are mornings or afternoons usually better for you?
Oh, just one more thing.
I can testify that you will be satisfied with our offer
coz me alone uses it
7/29/2019 Strategies and Methodologies in TElemarketing
24/54
Asale is the act of selling a product orservice in return for money or othercompensation
Sale is the act of transferring of
ownership or property to prospectivebuyer.
Marketing improves the selling
environment and plays a very importantrole in sales.
7/29/2019 Strategies and Methodologies in TElemarketing
25/54
Marketing Methodology
Benchmarking
Benchmarking is a methodology used toevaluate the sales effectiveness of anorganization. A comprehensive survey of6,800 frontline sales people was conducted
in the past [3] which identified that a welldefined organizational sales process is thekey driver for sales performance.
7/29/2019 Strategies and Methodologies in TElemarketing
26/54
The benchmark study also identified 5distinctive groups of people existing in everyorganization:
True believers - Has great adherence towards the salesprocess and believes its enabling powers
Compliants - Follows the sales process but do notbelieve it as enabling
Mavericks - Recognizes that a well defined salesprocess exists, but choose to follow their own processes
Self Reliants - Does not know that a defined salesprocess exists and needs to work it out themselves
Clueless - The remaining group who confesses that theydo not know of any sales process and do not believe it as
enabling.
7/29/2019 Strategies and Methodologies in TElemarketing
27/54
Summary
Q & A
7/29/2019 Strategies and Methodologies in TElemarketing
28/54
22 Tips forTelemarketing
7/29/2019 Strategies and Methodologies in TElemarketing
29/54
1. Give the Entire Number
If you have one of those cute numbersthat spells something, you might misscalls if you don't also list the numerals onyour printed material. Be familiar withyour materials such as keyboards,
system campaigns, notes, softphone,hard phones, etc.
Hey! That customer will order!
7/29/2019 Strategies and Methodologies in TElemarketing
30/54
2. They'll Buy Sometime
Be Sure It's From You! Stay in touch with the prospect with
emails and phone calls. Just be sure that
when you do call or send email, you'redelivering something of value, so theirmemory of you is positive-not of asalesperson looking to make a sale.
7/29/2019 Strategies and Methodologies in TElemarketing
31/54
3. Be Sure Customers Are
Satisfied Dissatisfaction is the difference betweencustomer expectations and results. Thewider the gap, the greater the displeasure.
It's your job to understand what resultsyour customer expects, and then ensurethat you can deliver before you sell them.
It's better to turn down a sale rather thanhave it degenerate into a costly nightmarelater. You won't always have a perfect fitwith what someone needs.
7/29/2019 Strategies and Methodologies in TElemarketing
32/54
. Letting them know, and even referring themelsewhere, still accomplishes what should be yourultimate objective: helping the prospect/customer
get what they want and need. It shines a spotlighton your credibility, and these situations have anuncanny way of mysteriously reappearing . . .perhaps when the prospect does have something
you can help them with. Don't leave it to chancethough. Plant a seed.
7/29/2019 Strategies and Methodologies in TElemarketing
33/54
4. Negotiating Ideas
Label your communication. Meaning, prefaceyour statement with what you plan to do. Forexample, "Here's a very important point to
consider if your not using that pill anymore Ihave a new product that I believe you willabsolutely like, what if I told you . . . Askquestions to which you already know theanswers. People typically share moreinformation with someone who apparentlyknows less than they do.
7/29/2019 Strategies and Methodologies in TElemarketing
34/54
5. Vintage Ideas
Here is an example:
You will be absolutely delighted whenyou receive this pills . . ."(Reinforces
their decision to buy.)"When you used it ,you'll be thanking me . . ." (Ditto.) "Thisnew product is like a miracle . . ." (Whatan image!) "How many times do youthink you could use . . . ?"
7/29/2019 Strategies and Methodologies in TElemarketing
35/54
6. How To Form a WarmImpression When Greeting
Your Prospects Listen carefully to how people answer
their phone. If they simply say, "Hi, this
is Larry," responding with, "Hello Mr.Jones, this is . . ." is too formal. But ifyou don't know them, don't assume
familiarity unless they've answered withtheir first name-it could put them on thedefensive.
7/29/2019 Strategies and Methodologies in TElemarketing
36/54
7. First Name Only, OrFirst and Last?
When prospecting, or calling people whowon't instantly recognize you, use both firstand last names. This builds your credibility
and professionalism, and eases anyskepticism. According to decision makers,when they get calls from people using only a
first name, and they don't know the caller,their image is of people who typically useonly first names, i.e. service repair people,delivery drivers, and so on.
7/29/2019 Strategies and Methodologies in TElemarketing
37/54
Another benefit of using first and lastname is that it eliminates the inevitable
question, "And your last name is . . .?"On calls where there's an existingrelationship, last names aren't necessary.
You be the judge of how strong thefamiliarity is.
7/29/2019 Strategies and Methodologies in TElemarketing
38/54
8. Persistence Pays ForThem
If you ever receive comments about yourpersistence, consider it a compliment.
And be certain they realize that they aregaining as a result. "You're surepersistent, aren't you?" "I am. That's
because I believe so strongly in what Ihave, and how it will help you."
7/29/2019 Strategies and Methodologies in TElemarketing
39/54
9. When to Call?
Have a specified field set aside in yourcomputer, or a consistent spot in yournotes for "Best Times to Call." If you call
the same people on a routine basis,knowing when you have a better chanceof reaching them can save you a lot of
time, time you can reemploy makingsales.
7/29/2019 Strategies and Methodologies in TElemarketing
40/54
10. Hang It Up
The most successful sales reps haveprompts hanging all around them. Theseare opening statements, specific
questions, check lists, persuasivedescriptive statements, and other time-tested phrases that get results. The repsdon't use the visual aids as a crutch, butrather as an additional sales tool theycan access when needed.
7/29/2019 Strategies and Methodologies in TElemarketing
41/54
11. Are You Smart Enough toGet This?
Don't ask someone, "Do youunderstand?" or "Are you following me?"These questions belittle the person and
insult his intelligence. The burden shouldalways be on the questioner to makehimself understood. Therefore, take the
"you" out of it. Say instead, "Did Iexplain that clearly enough?" or "Did I gointo enough detail on that?"
7/29/2019 Strategies and Methodologies in TElemarketing
42/54
12. Delay the Answer
Sometimes it's in your interest to delayanswering a question until you have moreinformation. Say, "May I answer that later?
I just need a sec to confirm that I'll needmore information to give you the mostaccurate answer." Then ask them to write
it down so you're sure to cover it later.
7/29/2019 Strategies and Methodologies in TElemarketing
43/54
13. Concentrate Less onSelling and Objections are
Minimized
There's a clear correlation between the
emphasis a sales rep places on "selling" orpersuading a prospect, and the frequencyand intensity of objections he/she hears. Themore doggedly a rep tries to sell, the more
he talks, and the less he questions andlistens. This increases the number of timesthe other person objects since her needs are
not being addressed.
7/29/2019 Strategies and Methodologies in TElemarketing
44/54
14. Sign Your Messages
Sign your name to the messages you takefor others in your department, andencourage anyone who takes messages for
you to do the same. If you've everwondered if Pat Smith was male or female,or if the phone number looks like a "3" butcould be an "8," you know how useful thiscan be.
Always use the comments box responsibly
7/29/2019 Strategies and Methodologies in TElemarketing
45/54
15. Record Your Letter
We always talk about the importance oflistening to recordings of your calls inorder to improve. Consider, also,
listening to your letters. After writing aletter, read it into a recorder.
You'll look at it more objectively and spotawkward phrases.
Then practice, practice and morepractice
7/29/2019 Strategies and Methodologies in TElemarketing
46/54
16. You Might Win theArgument But . . .
Ben Franklin said, "A man convincedagainst his will is of the same opinion still."Sure, you can likely develop a vigorous,
logical argument for why a person shouldn'tbe concerned about price, or whateverother objection you might commonly hear.
But unless it addresses their concern, itwon't win them over. Get them to air outtheir feelings. Encourage them to talkabout why they feel the way they do.
7/29/2019 Strategies and Methodologies in TElemarketing
47/54
"Let's talk about that. To what are youcomparing our price?" "What criteria areyou using when evaluating the valuecompared to the price?" And that's only
the start. Continue with the questioning.Only then are you able to address what'sreally on their mind.
7/29/2019 Strategies and Methodologies in TElemarketing
48/54
17. You'll Never Know UnlessYou Ask
Never underestimate the amount and qualityof information that screeners andreceptionists might be able to provide you.
Participants at a recent seminar sharedstories of how they routinely get directextension numbers of high-level executives,
and even have the organizational chart readto them! But you must ask for theinformation.
18 H Th Fi th
7/29/2019 Strategies and Methodologies in TElemarketing
49/54
18. Have Them Figure theNumbers
People are more likely to believe their ideasover yours. They can easily refute yourdata; they'll stand behind their own data.
So, let them figure up the numbers. Askthem, "Do you have a calculator there? Let'sgo through some figures."
Or, ask them to write down numbers. Whenyou identify a need or a problem, havethem quantify it in terms of how many, howmuch, how often. Then you have potent
data ou can use later.
7/29/2019 Strategies and Methodologies in TElemarketing
50/54
19. Get Ready for The NextCall
Your calls are your own personallaboratory. Test out new ideas andtechniques. Just like the handyman in a
workshop, tinker, revamp, test out newtools. It's motivating, and you can yieldprofitable break throughs.
Leave the rejection on the previous calland concentrate on the next task.
Smile before you dial
7/29/2019 Strategies and Methodologies in TElemarketing
51/54
20. On Calling Customers
When phoning past purchasers, sales repsin all industries like to talk about accounts,as in ". . . and I was reviewing youraccount." Kevin McGann with Video Arts inChicago pointed out that referring to acustomer as an "account" is a cold,impersonal way to speak with the
customer.
Instead, say things like: * "We providedyou with . . ." * "You used our . . ." * "We
were able to help you with . . ."
7/29/2019 Strategies and Methodologies in TElemarketing
52/54
21.Paint the picture
Be decorative, imaginative, always learnhow to paint the picture.
The purchasers already know whatyoure selling but sometimes they neededsome artistic touch in setting up theirminds to make them buy your product.
Focus Is the most important part of this!
7/29/2019 Strategies and Methodologies in TElemarketing
53/54
22. Relationship Selling
Is a more effective strategy in terms ofselling, by knowing the character of yourcustomer, there is a higher possibilitythat the relationships between thesalesperson and the purchaser will be of
long term.
7/29/2019 Strategies and Methodologies in TElemarketing
54/54
Thank you very much.
Recommended