Strategies and Methodologies in TElemarketing

7/29/2019 Strategies and Methodologies in TElemarketing

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Copyright, 1996 Dale Carnegie & Associates, Inc.

TelemarketingStrategies

Presented by:

Rechel Soriano

for

Japanese Telemarketing Representatives


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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.


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Why Telemarket?

Lets do the math...

ITS CALLED


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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?.....


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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!


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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.


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You cant tell the playerswithout a scorecard.

The Gatekeeper.

The influencer.

The Decision Maker


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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.


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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


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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?


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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!


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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.


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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?


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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


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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!


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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?


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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.


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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.


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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.


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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.


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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?


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I dont trust you

Remember thecustomers alreadyordered before and

used ourservice/product, sowhy panic?

Our policy is to deliver100% satisfactionguarantee to ourcustomers.


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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


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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.


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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.


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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.


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Summary

Q & A


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22 Tips forTelemarketing


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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!


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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.


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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.


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. 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.


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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.


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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 . . . ?"


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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.


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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.


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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.


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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."


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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.


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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.


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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?"


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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.


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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.


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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


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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


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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.


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"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.


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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


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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.


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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


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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 . . ."


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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!


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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.


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Thank you very much.

Documents

Strategies and Methodologies in TElemarketing