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Bi n s o n v lu h nh n i b
t nguyn tc ca Ellen Bendremer
#1 in Telemarketing & Call center

43/4 Cong Hoa St, Tan Binh Dist, Ho Chi Minh City
Tel: (84-8)2966744 - Fax: (84-8)2966733
Email: info@dialrec.om
Website: www.dialrec.com
Telemarketing Techniques
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Ho Chi Minh City 2
Tel: (84-8)2.966.744 - Fax: (84-8)2.966.733 - Email: info@dialrec.om
Website: www.dialrec.com.
Top Telemarketing
MC LC
BN HNG CH N GIN L GI IN.......................................................... 7
Bt u 8
Ngnh Kinh Doanh Tip Th Qua in Thoi ...................................................................... 8
Bn c nn c quyn sch ny khng? ............................................................................ 9
Bn s hc c g t cun sch ny ................................................................................ 9
Ging Ni + in thoi = Bn hng................................................................................. 10
Ti sao bn nn c cun sch ny ................................................................................. 11
Vch r nhu cu v mc ch ca bn ............................................................................. 11
Ti sao cc cng ty s dng vic tip th qua in thoi ................................................... 12
SC MNH CA TELESALES............................................................................ 14
Ti sao li ng dng Telemarketing? ............................................................................... 14
Nhng thun li v tr ngi ca telemarketing................................................................. 15
Nhng iu c th v khng th qua in thoi ............................................................... 16
KIM TIN VI NGH TELEMARKETING ........................................................ 17
Cc dng cng vic ca Telemarketing/Telesales ............................................................. 17
Lng bng ................................................................................................................... 19
S gi lm vic bn mong mun ..................................................................................... 20
Nhng yu cu K Nng ................................................................................................. 21
THNG IP BN HNG NG N L IU THEN CHT ............................ 24
Thng ip bn hng ca cng ty bn l g? .................................................................... 25
Giao tip qua in thoi.................................................................................................. 27
Xc nh nhng mc tiu ................................................................................................ 28
Kt hp thng ip bn hng vi nhu cu ca khch hng tim nng ............................... 29
Thu ht s ch ca khch hng v duy tr s ch ................................................. 30
on trc nhng phn bc v tha thun vi h............................................................ 31
Hon Tt Vic Bn Hng ................................................................................................. 35
THI L TT C ........................................................................................ 36
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Biu l thi ng n................................................................................................. 36
Suy ngh ng trc khi hnh ng................................................................................. 37
Thi ca bn c chuyn ti bng ging ni v ngn ng ca bn ............................. 38
Bn B, nhng khng phi quy ri.................................................................................. 39
Thit lp tha thun gia bn v khch hng tim nng................................................... 40
NI TO HN! S DNG GING NI NH L CNG C BN HNG................ 41
Ging ni ca bn nh hng n kh nng thnh cng nh th no ............................... 41
Hc cch iu khin ging ni ca bn ............................................................................ 42
S dng ging ni ca bn nh l mt cng c bn hng................................................. 45
Khng ch ni, m hy lng nghe! ................................................................................... 47
Kim tra m thanh ging ni ca bn .............................................................................. 48
Nhng li nn trnh ....................................................................................................... 48
LCH TRNH LM VIC CA NHN VIN TELEMARKETING ............................ 50
Bc 1: Xc nh Ngi no/Nhng cng ty no s mua sn phm/dch v ca bn .......... 50
Bc 2: Thm d ........................................................................................................... 51
Bc 3: u tin nhng khch hng m bn ang hng n ........................................... 52
Bc 4: Pht trin vic bun bn mi .............................................................................. 52
Bc 5: Chun b cho mi cuc gi ................................................................................. 52
Bc 6: Quay s c tin: Gi in thoi....................................................................... 53
Bc 7: Gii quyt nhng ngi gc cng ....................................................................... 54
Bc 8: Lin lc v ni chuyn vi ngi a ra quyt nh.............................................. 54
Bc 9: Trnh by li gii thiu sn phm ca bn ........................................................... 55
Bc 10: Kt thc th.................................................................................................. 55
Bc 11: Thng lng v gii quyt tt c cc s phn bc............................................ 56
Bc 12: Kt thc .......................................................................................................... 57
Bc 13: Chm dt cuc gi ........................................................................................... 57
Bc 14: Gi in Tm tt v Hon thnh ....................................................................... 58
Bc 15: Nhng dch v gi tr gia tng........................................................................... 58
Bc 16: Tm kim khch hng thng qua ngi gii thiu ............................................... 58
em tnh trc quan vo li cho hng ca bn. ............................................................... 59
KT THC BN HNG ..................................................................................... 60
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Kt thc hp ng: Lm ngay t lc bt u ................................................................... 60
Ch ti tn hiu mua hng............................................................................................ 60
Th xc tin hon tt hp ng ................................................................................. 61
To ra gi tr thy .......................................................................................................... 61
Cc mu hon tt hp ng............................................................................................ 62
KCH BN TELEMARKETING........................................................................... 66
Ai nn vit kch bn telemarketing cho bn ? ................................................................... 66
Cc phn chnh ca mt kch bn telemarketing outbound:............................................... 68
Cc chin lc cho mt kch bn Telemarketing ............................................................... 69
Tm n chuyn gia vit kch bn telemarketing. .............................................................. 70
CC TH THUT BN HNG CA DN CHUYN NGHIP................................ 73
Phng php 1: Trang b v ng x chuyn nghip ......................................................... 73
Phng php 2: Lp ra ch tiu ca ngy, ca tun, ca thng cho bn thn ..................... 73
Phng php 3: Phn phi thi gian hp l...................................................................... 74
Phng php 4: Thm nh khch hng .......................................................................... 74
Phng php 5: Hy quan st chnh mnh ....................................................................... 74
Phng php 6: Son trc kch bn............................................................................... 75
Phng php 7: T thng mnh .................................................................................... 75
Phng php 8: X l hiu qu khi b t chi................................................................... 75
Phng php 9: Lun lun bit lng nghe khch hng ..................................................... 76
Phng php 10: t c tha thun............................................................................ 76
Phng php 11: Nui dng cc mi quan h sn c. .................................................... 76
Phng php 12: Tp trung trong cng vic .................................................................... 77
Phng php 13: Lm vic c t chc v ghi ch k ........................................................ 77
Phng php 14: Lm vic hiu qu vi ngi gc cng ................................................ 77
Phng php 15: S dng hp th thoi h tr .......................................................... 78
Phng php 16: Lm vic cng internet......................................................................... 78
CC LI CN TRNH TRONG TELEMARKETING ............................................. 79
t ra k hoch ca ngy, ca tun v ca thng. ........................................................... 79
Cc u tin cho cuc gi................................................................................................. 79
ng nn l thuc qu vo cc giy t!........................................................................... 80

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Ho Chi Minh City 5
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Tp trung cho mt ngy lm vic ca bn. ...................................................................... 80
Trnh l l v ti u ha trong cng vic......................................................................... 80
ng lng trnh quy lut 80-20 ...................................................................................... 81
ng nn p t kin c nhn ..................................................................................... 81
Trnh a ra cc mc tiu vin vong............................................................................... 82
ng nh gi thp vic hiu r sn phm v dch v...................................................... 82
ng tn thi gian cho nhng ngi khng c kh nng quyt nh. ................................ 83
KIN CA CC CHUYN GIA........................................................................ 84
Tom Morrill .................................................................................................................... 84
Barry Maher ................................................................................................................... 88
David English ................................................................................................................. 91
Carla Meine.................................................................................................................... 93
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1
BN HNG CH N GIN L
GI IN
Trong sut 15 nm qua, ti c c mt cuc sng thnh t l nh vo tip th qua in thoi
(Telemarketing) v bn cng c th lm c iu ! C v s sn phm cng nh dch v
bn c th bn qua in thoi. V cng c rt nhiu cch tip th qua in thoi m bn c th
s dng bn hng. Mt khi bn tip thu c kin thc v pht trin cc k nng cn
thit tip th cc sn phm/ dch v qua in thoi, th bn c th tr thnh 1 chuyn gia
bn hng thc th.
Qua nhiu nm, ti lm vic trong nhiu call center; pht trin nhiu chin dch
Telemarketing cho nhiu loi hnh doanh nghip; v ti cng c vn cho rt nhiu cng ty.
S dng in thoi l cng c bn hng ch yu ca ti. Ti khm ph nhng chin lc v
cc b quyt gip ti t c thnh cng trn nhiu thng v tr gi trn 10 triu la cho
cc c nhn v doanh nghip, trong khi hu nh ti khng cn phi ri vn phng ca mnh.
Mt iu tuyt vi tip th qua in thoi l n c th c thc hin bt c u. Hng triu

la m ti gt hi c cho n nay u t vn phng, ni m ti kim cho mnh
nhng khon thu nhp mong mun trong khi vn c th tn hng ci cm gic t do v thi
gian. Vi ti, tip th qua in thoi cn hn c mt cng vic. N tr thnh nim am m
ca ti! Ti ch c th din t nim vui v ngha ca nhng thnh qu m ti cm nhn c
khi ti lin lc vi nhng i tng mi c trin vng bng cch s dng in thoi v cui
cng l t c tha thun ht ln ny n ln khc. Ti cm nhn c s hi lng ca
khch hng khi bn c mt sn phm hay dch v c ch cho h, ng thi, sinh ra li nhun
cho cng ty v kim c khon hoa hng cho mnh.
i vi ti, tip th qua in thoi tht s th v! N cng l mt cng vic y thch thc v
c n p tha ng. Bn ang c k hoch mun tr thnh mt chuyn vin
Telemarketing hoc bn mong mun pht trin thm nhng k nng tip th qua in thoi th
quyn sch ny dnh cho bn. N chia s nhng kin thc m ti tch ly c trong nhiu
nm qua v gip bn gt hi thnh cng ngay lp tc. Ngoi vic hc hi t kinh nghim ca
ti, bn cng c th hc hi kinh nghim t nhng chuyn gia khc thnh cng trong lnh
vc Telemarketing. Sau khi bn tip thu nhng li lm ca chng ti, bn s khng gi mc
phi v bt u s dng thnh tho nhng th thut vn dng tt nht trong nhiu tnh
hung.
Cho d bn vn cn xa l vi vic tip th qua in thoi hay l mt chuyn vin lnh ngh ang
mun nng cao k nng, th quyn sch ny s a bn i tng bc vt qua nhng tr ngi
v thch thc m bt k chuyn vin tip th qua in thoi no cng phi i mt, bao gm:
M rng danh sch khch hng tim nng
Chun b nhng kch bn tt trc khi thc hin tip th qua in thoi.
Pht huy thi ng n.
Vt qua nhng nh kin v phn bc.
i ph vi nhng li t chi.
Tip cn c ngi c quyn quyt nh
DIALREC
DialRec No
Addr: 43/4 Advertising!
Cong www.dialrec.com
Hoa St, Tan Binh Dist, Ho Chi Minh City 7
Ci thin k nng xc tin hp ng.
Tn dng nhng phn mm v cng c ti u hiu qu cng vic.
Vic cn thit ca bn l c c kinh nghim u tay, nu bn bt u ngay vic tip th qua

in thoi vi nhng kin thc v k nng ng n th c hi bn thnh cng s tng gp
bi. Chc chn rng, tip th qua in thoi c th y thch thc v tn nhiu thi gian, nhng
vi s luyn tp khng ngng, bn s c c nhng k nng v kinh nghim cn thit t
c nhiu thnh cng.
Ti khuyn bn nn c ht cun sch ny, sau hy xem li tng chng khi bn bt u

lp k hoch. Hu nh tt c nhng thng tin bn cn u nm trong quyn sch ny, tuy
nhin, bn cng c th tham kho thm t trang web www.EllenBendremer.com. Khng cn
bit bn bn mt hng no, bn s sm khm ph ra c rng chic in thoi l mt cng c
c sc mnh cc k to ln tm kim, nh gi cng nh tip cn khch hng.
Mong c ln nht ca ti, cng nh mong c ca bn, l s sm hiu r sc mnh ca tip

th qua in thoi v khm ph ra lm th no thu c nhng ngun li khng th ng
c t vic s dng in thoi nh l cng c bn hng ch cht.
Bt u
T in Merriam-Webster nh ngha tip th qua in thoi l tip th v sn phm hay dch v

bng in thoi. T ny c thm vo t in vo nm 1980, khi n tr nn r rng rng in
thoi thay i.
Da trn ci nhn ca bn, t tip th qua in thoi c th gi ln nhiu hnh nh khc nhau.
L mt cng ty chuyn bn hng cho ngi tiu dng hay cho cc doanh nghip, th tip th qua
in thoi c th l mt gii php m rng kinh doanh m khng cn phi ri khi vn
phng.
Tuy nhin, gi s bn l mt khch hng ang ngi nh th gin v in thoi reng, th

nhng li ni n iu c th gy ra cm gic b lm phin, mt tc dng !!! Nhn chung, mi
ngi u bn rn. H khng mun b lm phin bi nhng ngi khc c gng bn sn phm
hay dch v m h khng cn. Mt chuyn vin tip th qua in thoi thnh cng c th nhanh
chng nm bt c s ch ca ngi m h gi n v chng minh cho ngi c rng
ci m bn mang n c th rt hu ch. Vi kin thc v k nng ca mt ngi bn hng qua
in thoi chuyn nghip, bn c th nhanh chng ph v ro cn tm l m nhiu ngi v
tnh xy nn chng li nhn vin tip th qua in thoi v trc tip bn hng.
Ngnh Kinh Doanh Tip Th Qua in Thoi
S pht trin khng ngng trong lnh vc tip th qua in thoi tht s gy kinh ngc. Tm
kim nhng con s chnh xc lin quan n lnh vc ny v vic s dng in thoi bn hng
rt kh khn, nhng nhng con s sau y s cho bn mt khi nim v s ngi tham gia vo
ngnh kinh doanh ny v s ln bn hng c thc hin qua in thoi da trn cn bn tng
nm:
Hn 70% giao dch kinh doanh din ra qua in thoi. (Ngun: GeoTel, trch
Gartner Group, Thng 9 - 1998.)
Tip th qua in thoi ra nc ngoi t k lc $482.2 t v bn hng vo nm

1998, bao gm $209.5 t bn cho khch hng. (Ngun: Direct Marketing
Association, Thng 1 - 1999, U.S. Direct Marketing Today: Economic Impact, 1998.)
DIALREC
DialRec No
Gn 265,000 cng ty ca M s s dng in thoi trong tng lai ti. (Ngun:

CallOmni Telemarketing.)
Tng s khch hng tham gia tip th qua in thoi tng ln n hn 47.5 triu
h dn. (Ngun: CallOmni Telemarketing.)
$700 t la ca sn phm v dch v c bn thng qua call center vo nm

1997 v con s ny tng ln 20% mi nm. (Ngun: GeoTel trch Telemarketing
Magazine, Thng 9 - 1998.)
C khong 7,000,000 i l hin ang lm vic trong 70,000 call center M vi t

l tng trng hng nm trn 20% trong cc v tr i l. (Ngun: Davox, trch
F.A.C./ Equities, 1998.)
Cc dch v call center c mng li th gii tip th c tng cng $23 t li

nhun trong nm 1998, and c d kin s tng gp i n $58.6 t vo nm
2003. (iu ny da trn vic phn chia tng dch v trung tm gi in tip th
vo nhng ngnh sau: t vn, h thng tch hp, v outsourcing). Outsourcing l
ngnh ln nht, vi $17 t vo nm 1998, t 74% ca tng cng th trng, dn
u vi $42 t vo nm 2003. (Ngun: IDC, Thng 6 1999.)
Bn c nn c quyn sch ny khng?
Tip th qua in thoi l mt lnh vc rng ln c s dng theo nhiu cch nhiu cng ty
v trong tt c cc ngnh kinh doanh. V th, bt c ai thch th v vic tn dng chic in
thoi lm tt hn cho vic kinh doanh ca mnh, hay ai mun hc hi cc k nng cn
thit tr thnh mt nhn vin tip th qua in thoi (thnh cng hn), s c c nhiu ch
li to ln t quyn sch ny.
Cun sch ny c vit cho nhng i tng sau y:
Nhng ngi mun khm ph lnh vc tip th qua in thoi.
Nhng ngi hin ti ang l chuyn vin tip th hay bn hng qua in thoi
mun nng cao nhng k nng v mun t c thnh cng ln hn.
Nhng ngi bn hng theo kiu truyn thng ang tm cch s dng chic in
thoi nh l mt cng c bn hng hiu qu c kh nng tit kim thi gian, cc
ngun lc, v tin bc.
Cc trng phng bn hng hay nhng ngi gim st call center lm vic hay
qun l cc i nhm nhn vin tip th qua in thoi.
Cc ch doanh nghip mun m rng vic kinh doanh ca h v t n mt lng

khch hng ln hn.
Bn s hc c g t cun sch ny
Nhng th thut tip th qua in thoi hng u ch yu ni v vic s dng in thoi

nng cao doanh s, thc y cc mi quan h tt hn vi khch hng, v lm th no tip
cn nhng khch hng tim nng. Hu ht nhng g m bn c trong cun sch ny tp trung
vo vic xy dng cc k nng cn thit tr thnh nhn vin tip th hay bn hng qua in
thoi chuyn nghip xut sc, d bn ang lm tip th qua in thoi trong nc hay nc
ngoi. Ph thuc vo loi hnh kinh doanh m bn ang hot ng v trch nhim cng vic
ca bn l g, cch thc s dng in thoi rt a dng. Tuy nhin, nu bn ang hoc s s
DIALREC
DialRec No
dng in thoi bn hng, tip th, hay n lc chm sc khch hng, nhng k nng cn
thit thc hin vic ny thnh cng u nh nhau.
Nhiu k nng cn phi kt hp vi nhau bn c th tr thnh mt ngi tip th qua in

thoi thnh cng. V c th bn mt sn phm/ dch v, bn cn phi:
S dng ging ni ca bn chuyn ti thng ip mt cch hiu qu.
Bit cch tc ng tt vi nhng ngi cha bit v bn cng nh thc y nhng

mi quan h v tin tng nhanh chng.
Vt qua nhng nh kin v phn bc; c kh nng m phn v/hay gii quyt
mu thun.
C tnh t chc cao v c kh nng qun l thi gian.
Lun tn ty v thc y cc khch hng tim nng.
Hiu r khch hng tim nng v nhu cu cng nh mong mun ca h.
Son ra nhng hng dn v th tc.
tr thnh ngi tip th qua in thoi thnh cng, bn cn phi u t thi gian v cng
sc cn thit thng tho nhiu k nng. Sau l bn c th s dng nhng kh nng ny
thu li t kt qu bn hang. Cun sch ny chia ra tng loi k nng, gii thch chng mt
cch chi tit v cung cp nhng chin lc pht huy v tn dng chng. Mt khi bn pht
huy c s hiu bit cn bn v mi k nng th nhng k nng ny s cn ty thuc vo vic
bn thc hnh cng nh tip thu nhng k nng, khm ph cch lin kt hp l nhng k nng
vo vic bn hng qua in thoi m bn ang v s lm. Nu bn lm trong ngnh tip th
qua in thoi, cun sch ny s cho bn nhng chin thut tng cng k nng ca bn
lm cho kt qu tt p hn.
Ging Ni + in thoi = Bn hng
L mt nhn vin bn hng, cng vic ca l bn mang sn phm/dch v ca mnh ra ng

ph, mi v gp g cc khch hng tim nng. Mc d phng thc bn hng ny hiu qu
cao, nhng n cng tn thi gian v tn chi ph. Mt cch khc l qung co hay tham gia
vo nhng hot ng tip th truyn thng nhng khch hng tim nng n vi bn. iu
ny cng c th c mang li hiu qu, nhng tn tin bc v cng sc.
Vo lc m bn chun b tip th cho mt khch hng no , bn c th ngay vn phng,

nhc in thoi ln, ch ng gi (outbound telemaketing) v con s khch hng tim nng c
th ln ng k. Vic gi in ny s t tn chi ph hn l qung co trn bo, i, tivi (cnh
tranh vi nhng cng ty khc cng ang mun qung b sn cng loi phm/dch v nh bn),
bn c th gi hng trm khch hng v gii thiu h v sn phm hay dch v ca cng ty bn
bng cch s dng in thoi.
S dng ging ni ca bn nh l mt cng c bn hng, in thoi, hay nhng thit b c lin

quan, bn c th mt chi ph cho hot ng tip th qua in thoi, iu ny s cho php cng
ty bn tng doanh s, t c nhiu khch hng tim nng nhanh hn, v t n nhng ch
tiu bn hng nhanh hn. Bn c th m rng danh sch khch hng, in thoi c th c s
dng tng cng, y mnh mi quan h vi nhng khch hng hin ti v gip bn sinh li
t nhiu vic kinh doanh mang tnh lp i lp li ny.
Bng cch hc lm th no gi in c la, bn c th bin chic in thoi nm trn bn

ca bn thnh chic my kim tin tht s vi tim nng khng gii hn.
DIALREC
DialRec No
Qua cun sch ny, thut ng tip th v bn hng qua in thoi c s dng c th hon
i cho nhau. Tuy nhin, mt vi ngi cho rng tip th qua in thoi s dng in thoi
lin lc vi nhng khch hng, trong khi bn hng qua in thoi c lin quan n hot ng
vi khch hng, lm m rng hn doanh thu.
Ti sao bn nn c cun sch ny
D cho bn l nhn vin bn hng dy dn hay l mt ngi no ln u tin gia nhp vo

lnh vc ny, s c nhiu cch khc nhau bn c th s dng thnh cng bng in thoi.
Bn c th dnh ra hng thng hay hng nm tri khm ph v pht trin nhng chin lc
tip th tt nht cho sn phm/dch v ca bn, bn c th hc hi t nhng chuyn gia v tn
dng kin thc v b quyt h, hy bt u ngay v l nhng g m cun sch ny s
mang n cho bn.
Do nhiu yu t, ngy cng nhiu cng ty buc phi ct gim chi ph, gia tng sn xut, v
cnh tranh c c ch ng. i vi nhng cng ty trong tnh trng ny th chic in
thoi c th tr thnh cng c hu dng.
i vi nhng c nhn, tip th qua in thoi l cng vic bn vng v thu nhp cao, mt khi
bn thnh tho nhng k nng, tip thu kinh nghim, v lp ra nhng k lc mi. Ngay khi bn
tht s tin vo sn phm/dch v bn ang bn, bn s c th bn bt c sn phm no thng
qua in thoi. V ng ngh rng khng phi ai cng c th tr thnh 1 telemaketer thnh
cng. Nu bn lm mt cng vic m bn li cm thy khng thch hp, bn thy lng ph thi
gian v gim st trong nng sut lm vic. T l thi vic ca nhn vin lin quan n cng vic
tip th qua in thoi (c bit l trong nhng v tr khi u) l rt cao. Tr li nm 1999,
Trung Tm Cht Lng nh Hng Khch Hng, Trng i Hc Purdue, a ra mt bo co
ni rng: T l ngi thi vic trong lnh vc telemaketing lm vic cho Inbound center trung
bnh hng nm full-time l 26% v part-time l 33%. Gn mt na cc trung tm ni rng
ngi lm bn thi gian ch s dng c 5% (hay t hn) tng cc cuc in thoi ca h.
trnh lm mt cng vic m bn s khng thnh cng, bc u tin l phi m bo rng
ngoi vic c nhng k nng cn thit tr thnh mt ngi tip th qua in thoi, bn cng
phi c c tnh, n lc bn thn, v c bit l nhn thc ng.
Chng 3 tp trung vo nhiu dng cng vic tip th v bn hng qua in thoi v theo ui
s nghip ny. T chng ny, bn s khm ph ra nhng k nng no v tnh cch no mt
ngi bn hng hay tip th qua in thoi in hnh cn phi c, nhng trch nhim ca cng
vic l g, v nhng loi ngi no tri hn trong loi hnh cng vic ny. Thm ch sau khi c
cun sch ny, nu bn vn cha chc chn l bn cn c ci g gia nhp vo lnh vc ny,
bn c th xem xt vic tham gia vi mt hnh vi, thi , nh gi k nng mm (soft-skill)
quyt nh s nghip ca bn. Mt s th nghim nh th l mt cng c tuyt vi c th
gip bn nh hng liu bn c thch hp vi loi cng vic ny hay khng.
R rng, khng c bi kim tra nh gi no s mang li kt qu thuyt phc 100%, nhng

nhiu c nhn s dng loi bi kim tra ny gip h nh hng mt con ng s nghip,
nhng ngi ch s dng n thu nhng ngi thch hp vi cng vic.
Vch r nhu cu v mc ch ca bn
Trc khi tip tc, hy vch r nhu cu v mc ch ca bn. i vi mt c nhn mun lm

trong lnh vc tip th qua in thoi hay tng cng cc k nng, nhng mc tiu ca bn c
th l:
Hc hi nhng k nng yu cu tr thnh mt nhn vin tip th v bn hng

qua in thoi chuyn nghip.
DIALREC
DialRec No
Rn luyn nhng k nng bn hng v khm ph nhng chin lc s dng in

thoi tip cn c nhiu khch hng tim nng, bn hng nhiu hn, v ci
thin nhng mi quan h vi nhng khch hng hin ti.
Khm ph v kt hp nhng chin lc mi nhm t c tha thun.
M rng danh sch khch hng v m ra nhng th trng mi.
nh hng lm th no c mi quan h vi tt c nhng i tng khch hng

v thay i s t chi trong bn hng.
C nhiu nguyn nhn ti sao mt cng ty trong tt c cc ngnh kinh doanh u mun thm
d tip th qua in thoi, lm li cho vic kinh doanh. Trc khi mt cng ty c c mt i
ng bn hng, th h phi bit rng khch hng mc tiu l ai v lm th no chic in
thoi c th c s dng giao tip tt hn vi ngi khch hng .
Theo Tom Morrill, ch tch v gim c iu hnh ca North Andover, Massachusettsbased

Actegy, mt cng ty t vn bn hng, Mt iu quan trng cho tt c cc cng ty, quy m nh
th no i na, th iu u tin l nhng hiu r v gi tr cng vic ca h ang lm trn th
trng. Bn bn sn phm cho ai? Nhng vn bn ang gii quyt l g v gii quyt nh
th no? Vi nhng cu tr li ny trong u, bn cn phi hiu r hnh vi mua hng ca
khch. Mt khi bn hiu hnh vi mua hng ca h, bn c th thoi mi nh hng bn nn s
dng phng thc bn hng bn trong, bn ngoi, hay vi dng knh mu. Cc cng ty thnh
cng nht nh hng khi no v lm sao nh r mt cch ng n ngun lc tip th v
bn hng qua in thoi vo vng xoay mua hng ca h.
Khi mt khch hng khng yu cu phi gp mt trong quy trnh mua bn, l mt du hiu
tuyt vi cho thy rng vic ng dng cch tip th qua in thoi l hon ton c th. i vi
khch hng, chng ti cn thn theo mt vi bc c vch r hiu hnh vi mua hng
ca khch hng trc khi chng ti th thc thi bt c hnh thc chin lc bn hng qua in
thoi no. Chng ti xc nh r, thay mt cho khch hng, ci g khch hng ca h yu cu
trong sut vng xoay mua hng Morrill, ngi tin rng mt cng ty c th ng dng vic tip th
qua in thoi c thnh cng hay khng c quyt nh bi khch hng l ai v thi quen mua
hng ca h l g.
Ti sao cc cng ty s dng vic tip th qua in thoi
Trong nhng chng tip theo, bn s c hc nhng ng li m cc cng ty s dng cc

chin lc tip th qua in thoi thnh cng:
Tim kim khch hng mi.
Gim chi ph bn hng.
M rng phm vi kinh doanh.
Xy dng cc mi quan h tt p hn vi nhng khch hng hin ti.
Ci thin dch v khch hng v/hoc h tr k thut.
Qun l nhng n t hng n v x l thng tin.
Bt c khi no mt cng ty ng dng tip th qua in thoi, t n thnh cng th phi

ph thuc rt nhiu vo i ng chuyn vin tip th v bn hng qua in thoi c kin thc,
k nng, kinh nghim bn hng v truyn t thng tin mt cch hiu qu n cc khch
hng tim nng bng cch s dng in thoi. Da trn nhng nhu cu ca mi cng ty, trch
nhim ca mt c nhn tip th qua in thoi s rt a dng, v vy s dng ng ngi v
ng k nng l rt quan trng. Cun sch ny s gip cc cng ty xc nh iu m nhng
DIALREC
DialRec No
chuyn vin cn v gip h hon thin cc k nng tip th qua in thoi hon thin nhng
nhu cu mt cch ng n.
Trong chng tip theo, bn s c bit nhiu hn v tip th qua in thoi v n c s

dng nh th no trong cc cng ty. Chng 3 tp trung vo c hi vic lm v cc ng li
s nghip m nhng ai thch th trong lnh vc ny c th theo ui. Phn cn li ca cun
sch ny tp trung vo vic pht trin cc k nng ng n v kin thc cn thit tr thnh
mt ngi tip th qua in thoi thnh cng, nhng k nng ny s i vi bn sut qu trnh
bn sn phm/dch v bng vic s dng in thoi nh l mt cng c bn hng c lc.
DIALREC
DialRec No
2 SC MNH CA TELESALES
Vo ngy 10 thng 3 nm 1876, Boston, Massachusetts, Alexander Graham Bell sng ch ra
chic in thoi u tin. Vo thi im , khng ai c th on c rng cng c ny l 1
cuc cch mng khng ch trong thng tin lin lc, m cn c trong kinh doanh. Ngy nay, hng
triu ngi s dng chic in thoi nh l mt cng c kinh doanh hng u, d cho n c
dng bn hng, qun l dch v khch hng hay h tr k thut, thu thp thng tin, hay n
gin ch l lin lc vi khch hng.
Chng ny s tp trung vo mt vi cch thc m bn c th bt u ng dng chic in

thoi ca mnh vo vic kinh doanh mt cch hiu qu hn, bt k bn l trng nhm kinh
doanh, chuyn vin bn hng qua in thoi, i din chm sc khch hng, hay l ch doanh
nghip nh.
Ti sao li ng dng Telemarketing?
Trong kinh doanh, ch c mt s t cch lin lc v bn sn phm cho khch hng:
Bn c th thuyt phc h n vn phng hay ca hiu bn l ca bn.
Bn c th bn sn phm/dch v thng qua website (thng mi in t).
Bn c th gi (qua bu in, fax, hay e-mail) cc mu catalog v brochure bn

hng.
Bn c th n gp nhng khch hng tim nng, n gp tng ngi bn

hng.
Bn c th gi cc khch hng tim nng qua in thoi.
Tr kh nng ngoi l l khch hng c th n vn phng hay ca hiu ca bn, th mt trong

nhng cch d nht v t tn km nht c th lin lc vi khch hng tim nng v trin
vng thng l thng qua chic in thoi. T vn phng (hay vn phng nh), bn c th gi
hng t, c th l hng trm khch hng tim nng mt ngy ch vi mc ph cc thp.
Thi gian v chi ph ti chnh cho vic gi nhng cun catalog v brochure bn hng c th hao
tn rt nhiu, cha k mc ph ln hn ta phi gnh khi n gp tng khch hng tim nng
ln khch hng hin ti cho bn sn phm. V d, i n gp tng khch hng mt th ko
theo vic i xe, i n nh hay vn phng ca khch hng tim nng, gp khch hng, v hy
vng ngi c quyn quyt nh ang . Sau , bn phi i ngi s gp v ni chuyn
vi bn, cho hng, tr ra xe, v bt u li c mt qu trnh vi ngi khch tip theo.
Trong mt vi trng hp, bn thm ch phi i my bay, thu xe, v c k hoch qua m
trong mt khch sn ch gp mi ngi khch hng c th l tim nng . Trong khi ,
bn c th gi c rt nhiu khch hng tim nng, thay v phi tn thi gian tp trung cho
vic gp g bn hng cho ch mt ngi.
S dng in thoi, khng ch gip bn tit kim c rt nhiu thi gian, m chi ph bn hng
c th gim mt cch ng k v ci thin t l doanh s (con s doanh thu bn lm ra so vi s
ln cho hng). T quan im ca ngi bn hng, telemarketing chc chn c hiu qu trong
nhiu trng hp bn hng; thm vo , t gc nhn ca khch hng, vic cng kh tit
kim thi gian. Sau ht, s d dng hn rt nhiu cho mt ngi bn rn, ch cn dnh ra t
pht gi in thoi hn l chim hn mt khong thi gian nht nh trong lch lm vic ca
ngi y cho vic cho hng vi ch mt ngi.
DIALREC
DialRec No
V vy, nu bn bn bt k sn phm hay dch v no m c th dng in thoi thc hin

nh l mt cng c kinh doanh ch yu, th telemarketing (outbound calling) chc chn s rt
hiu qu.
Tng t, nu sn phm/ dch v ca bn i hi phi gp trc tip khch hng, bi khch

hng cn phi thy v th qua trc tip, th chic in thoi c th l mt cng c c gi tr cho
vic nh hnh trc v khch hng tim nng v sp xp thi gian biu cho bui gp g. Bn
s sm khm ph ra rng gn nh bt c doanh nghip no c th c li to ln t outbound
telemarketing y mnh bn hng v/hay gim chi ph lin quan n vic bn hng .
Nhng thun li v tr ngi ca telemarketing
T quan im ca ngi bn hng, nhng thun li t telemarketing th v s. Nh bn bit,

bn c th tit kim thi gian v tin bc lin lc c vi nhiu khch hng tim nng c
cht lng, hn l bn s dng nhng phng thc bn hng v tip th khc. Mt iu ch li
khc t telemarketing l n c th c thc hin bt c u. Ngi m bn gi n khng
bit l khi ngun t mt vn phng trn i l Park New York, vn phng ca mt ngi no
Topeka, Kansas, hay l mt call center ln nm khu thng mi Chicago.
C th iu tr ngi ln nht ca telemarketing l thiu i s giao tip mt i mt vi khch

hng tim nng. S khng c s giao tip bng mt, khng c ci bt tay, khng c vic th
hin sn phm (nu c th p dng c). Bn khng th a ra sn phm ca mnh hay minh
chng thc tin, cng nh khng th sa ci g b h hng. Thay vo , bn ch da vo
nhng k nng giao tip bng li truyn t thng tin v sn phm, to khng kh, v trin
khai hp ng gia bn v khch hng tim nng. (iu ny s c gii thch chi tit hn
trong chng 5 v 6).
V vy, da trn nhiu nguyn nhn tch cc cho vic lin kt telemarketing v telesales vo
chin lc tip th v bn hng cho doanh nghip ca bn, liu bn c nn b nhng phng
thc c chng minh cho vic sinh ra li nhun? Hon ton khng! Nhng g telemarketing
c th lm l cho php bn tng cng doanh s, song song vi vic gip bn sp xp v t
chc cng vic bn hng hin ti ca bn. V vy, telemarketing nn tr thnh mt thnh phn
ca nhng kt qu cng sc bn hng v tip th bn lm. Cng nn ch rng chic in
thoi c th s dng nh mt cng c c gi tr hon thin hn outbound cold calling.
Cold calling c xem l chin lc hng u khi lm telemarketing. Ni cch khc, bn c

danh sch ca mt lot khch hng tim nng v h khng h mong ch bn gi n, th l
bn bt u gi in thoi cho h, v cho hng.
i vi mt ngi tip th qua in thoi chuyn nghip, cold calling khng phi l chin lc
hng u. Thay vo , ngi c tay ngh trong telesales thng thch thut ng warm
calling hn, bi v, trc khi h nhc in thoi, h c gng tm hiu v ngi hay cng ty m
sp sa gi n. V th, khi nhn vin tip th qua in thoi tht s gp ngi a ra quyt
nh trn in thoi, h bit khch hng tim nng y c nhu cu v/hay mong mun
nh i vi sn phm/dch v c bn. T gc nhn ca nhn vin tip th qua in thoi,
khch hng tim nng tht s nim n (warm). By gi l cng vic ca bn ch l i thng
vo vn vi khch hng tim nng v lm h ng tnh rng sn phm/dch v l tht s cn
thit, s gii quyt c vn , hay lp y khong trng m h ang thiu.
L nhn vin tip th qua in thoi, nu trong tim bn tht s bit ci m bn mang n s
gip ch g cho khch hng, nhng v bt c l do g khch hng li khng thy c nhng
iu qua cch th hin ca bn, c l bn nn cho hng li hoc tm mt cch tip cn khc
thch hp hn. T hi bn thn ti sao ngi m bn ang c gng bn hng li khng hiu
nhng li ch m sn phm/dch v ca bn mang n. C chng thng tin no m bn
khng nn ni ra? C iu g v nhu cu ca khch hng m bn khng hiu?
DIALREC
DialRec No
Nhng iu c th v khng th qua in thoi
Trong phn cn li ca cun sch ny, bn s c bit n ci g c th c lm c bi

mt telesale chuyn nghip. ng thi bn s khm ph lm th no pht trin nhng k
nng cho chnh bn.
Khng cn bit ngnh kinh doanh hay loi hnh kinh doanh m bn ang lm, chic in thoi
c th c s dng nh l mt cng c :
Tm kim, xc nhn nhu cu, v bn sn phm, dch v cho khch hng mi.
em li dch v tt nht cho khch hng
Tip tc vic kinh doanh vi khch hng hin ti.
Nhn ra vn ca khch hng v sa i.
Tha thun vi nhng khiu ni ca khch hng, sau lm h chuyn thnh

nhng khch hng vui v vi tim nng bn hng cao.
Thc y cc mi quan h v xy dng nim tin gia bn vi khch hng v khch

hng tim nng.
Thit lp nhng cuc hn bn sn phm/dch v (khi sn phm/dch v khng

th bn trc tip qua in thoi).
Qun l nhng cuc gi h tr k thut khch hng c th s dng sn

phm/dch v tt hn.
Tham gia vo cc cuc gi hi ngh c th tip xc vi mt vi thnh vin ca t

chc no , ngay c khi h ang bt c u. Bng vic s dng in thoi, mi
ngi trn khp ni c th tham gia vi nhau cng chia s suy ngh, tng, v
thng tin trong mt thi gian thc.
Chp nhn nhng n t hng ming v ly thng tin th tn dng chi tr. in
thoi khng th c s dng k hp ng v/hay trc tip nhn tin mt. (Mt
vi cng ty c th nhn chi phiu qua in thoi. Lin lc vi ngn hng hay c
quan ti chnh ca bn bit thm chi tit v nhn chi phiu qua in thoi.)
Trong chng tip theo, bn s hc v nhng c hi ngh nghip ca nhn vin telemarketing,
telesales chuyn nghip, v nhng i din chm sc khch hng. T chng 4 n chng 10
s gip bn pht trin cc k nng ca ring bn tr thnh mt nhn vin telemarketing
thnh cng.
DIALREC
DialRec No
3
KIM TIN VI NGH
TELEMARKETING
Bn c thch ni chuyn qua in thoi? Bn c thy bn l mt ngi hng ngoi, thch gp
g nhiu ngi mi? Bn c lc quan khng? Nu bn tr li c cho nhng cu hi trn, th
bn s hu trong tay nhng tnh cch quan trng cn thit nht tr thnh mt telesales
chuyn nghip. Chng ny ch ra nhng c hi ngh nghip sn c cho ngi lm inbound v
outbound telemarketing. Ri bn s thy, y l mt trong t dng cng vic m khng i hi
bn phi c bng cp hay thm ch l bng i hc 4 nm c th c c mt cuc sng
sung tc. Gn nh bt c cng ty no trn bt c t nc no cng c th kim c li
nhun t vic thu nhn vin telemarketing lnh ngh chuyn nghip, d cho vic l tr
li nhng cuc gi n, h tr k thut thng qua in thoi, hay cold calling. Ngoi lm vic
cho nhng cng ty c th, ta cng c nhng c hi vic lm nhng call center c lp (cc
cng ty qun l hng ngn cuc gi n v i mi ngy thay cho khch hng ca h).
Cc dng cng vic ca Telemarketing/Telesales
Khi bn ngh v telesales, bn c th ngh ti nhng ngi thc hin cc cold call tng
doanh s bn hng. cng c gi l outbound marketing. Bt c ai lm vic v sales nn
ng dng chic in thoi trong mt vi kha cnh cng vic ca ngi nhm tit kim thi
gian v tin bc. L tng hn, bt c mt ngi bn hng no cng c th t nng sut cao
hn nu ngi y c kh nng chuyn nhng bui gp g bn hng bn ngoi tr thnh bn
hng trong nh bng vic s dng chic in thoi.
Gn nh mi loi hnh kinh doanh u c li t telemarketing. iu ny m ra rt nhiu c

hi cho cc chuyn vin bn hng qua in thoi. cui ca mi chui cuc gi, ta s c v s
cc v tr khi u m in hnh l bn sn phm/dch v vi gi thp hn bng cch s dng
cc chin lc inbound v outbound telemarketing. V d, c th bao gm bn cc s bo di
hn hay dch v in thoi ng di n khch hng. Nhng dng vic lm ny thng tr
theo gi hay ch ng trc mt khong nht nh ca cng vic c th lm. Cng vic ca
nhng ngi lm telemarketing v telesales dy dn kinh nghim th c th gii quyt nhng
cng vic ln hn, nh l qung co, v c th mang li cho li nhun v doanh s cho h. Mt
iu tuyt vi v loi cng vic ny chnh l c hi thng tin. V d, bn c th bt u bng
vic bn qung co gi thp cho mt t bo cng ng v hng lng theo gi. Cng vic s
gip bn c v mi da nhng k nng bn hng ct li ca bn. Qua thi gian, s dng chnh
cc k nng ct li , cui cng bn c th lm bn c qung co tp ch quc gia hay qung
co trn mng li truyn hnh, ni m kh nng kim tin cao hn v gi tr ca vic bn hng
lc by gi s cao hn nhiu.
C nhiu dng c hi ngh nghip lm vic vi in thoi cho cc nhn vin bn hng qua in
thoi chuyn nghip. Mt trong s cc ngh y gm c:
Lm cho mt Call Center
Cng vic ny thng lin quan n vic ngi lm trong mt phng ln c cha th hng trm
ngi cng tr li in thoi hay thc hin outbound call thay mt cho khch hng. Mt call
center c th c trong mt cng ty ln (nhm hoc t chc) hay c th l mt cng ty chuyn
qun l cuc gi cho nhiu i tng khch hng.
DIALREC
DialRec No
Nh ng dng nhng cng ngh mi nht, cc cng ty ngy nay to ra c nhng call
center o. Thc t, nhng nhn vin ca nhng cng ty ny ang lm vic nh ca h. Cc
cuc gi n mt cng ty c chuyn giao cho nhng telesales chuyn nghip nhng ni xa.
Mt call center o lin kt cc chuyn vin telesales ang lm vic nhng ni khc nhau
nhng cng mt cng ty, qua my tnh v internet.
Cng vic call center c xem nh Ngi i din Call Center Inbound hay Ngi i din
Call Center Outbound. C nhiu mc cho cc v tr ny, bt u l mc s cp (mc
lng thp nht) yu cu trnh ph thng trung hc, c kh nng c vit. Theo nh
Salary.com (www.Salary.com), vo thng 10-2002, quan im lng cn bn cho v tr ny l
$23,179, vi mt na s ngi lm v tr ny kim c trong khong $20,664 n $26,109.
Phn ln cng vic ny thng c tr lng n thun m thi (ngha l khng c tin
thng v/hay tin hoa hng).
V tr i Din Call Center cp II (Outbound), theo nh Salary.com, gm c gi in thoi

n khch hng tim nng c s dng li cho hng c chun b. V tr ny qung co v
bn sn phm hay dch v. lm v tr ny, ngi cn phi c bng cao ng hay tng
ng, cng vi hai n bn nm kinh nghim trong lnh vc ny c th c yu cu. Nhng
ai np n vo v tr ny thng c yu cu nm bt c nhng khi nim, thnh tho, v
cc bc thc hin trong lnh vc nht nh. Mt ngi i din call center lm vic di s
gim st, bo co vi ngi gim st hay qun l. Mc lng cn bn ca v tr ny l $41,615
(ca thng 10-2002); mt na s ngi lm v tr ny kim c khong $35,440 n $49,581,
theo Salary.com.
V tr i din Outbound Call Center cp III v IV trong mt call center cng chu trch
nhim thc hin nhng cuc gi n khch hng tim nng c s dng li cho hng c
chun b sn bn sn phm/dch v. Dng cng vic ny thng yu cu bng cao ng
(hay tng ng) vi 4 n 8 nm kinh nghim trong lnh vc ny. Ngi lm v tr ny s bo
co vi ngi gim st hay qun l tuy nhin h c th cng lm trng nhm v hng dn
cng vic cho nhng ngi khc. Salary.com bo co: Yu cu mc sng to v hiu bit
rng. V tr ny c tr lng cn bn, cng vi tin thng v/hay tin hoa hng. Lng cn
bn cho v tr ny (thng 10-2002) l $68,234.
V tr ngi gim st Outbound Call Center c nhim v quan st nhn vin thc hin cuc gi
n cc khch hng tim nng. Ngi gim st c chu trch nhim cho hot ng hng ngy
ca call center. Lm v tr ny i hi phi c bng i hc cng nh vi nm kinh nghim v
kh nng qun l ngi khc. Mt ngi gim st c th c xem nh l mt ngi qun l
mc di trung bnh trong mt t chc. H c th kim t $24,477 n $87,874 ( bt c
u), da vo t chc v mc trch nhim c giao.
Inbound Telemarketing
y l cng vic t p lc v n khng bao gm vic bn hng. Ni mt cch chung nht, dng
cng vic ny gm vic tr li cc cuc gi n, cung cp thng tin, h tr khch hng, v/hay
nhn n t hng, ln cuc hn, hay x l cc yu cu ly nhiu thng tin hn. Chc danh
thng c gi cho cng vic ny l i Din Dch V Khch Hng. Trch nhim ca cng
vic ny thng bao gm x l n t hng, chun b th t, v p ng cc nhu cu ca
khch hng nhm nng cao mc tha mn ca khch hng. Yu cu cng vic cho v tr ny
l tt nghip ph thng (hay tng ng). Mt vi cng ty c th tm nhng i tng c kinh
nghim lin quan. Cng vic ny ch yu l theo s ch dn v ch o ban u. Ngi i din
Dch V Khch Hng thng lm vic di s gim st trc tip. Theo Salary.com, h c th
kim t $24,270 n $41,943 (thng 10-2002), da vo ngnh kinh doanh v kinh nghim ca
h.
Outbound Telemarketing
Outbound telemarketing bao gm vic gi in cho khch hng tim nng v bn sn

phm/dch v qua in thoi, lm nhng nhng nhm cuc gi, hay ln lch hn cho nhn vin
DIALREC
DialRec No
bn hng h gp mt khch hng . Lng cho cng vic ny rt a dng, bi v ngi lm

cng vic ny thng c tr cng theo nhiu cch khc nhau (bng lng, tin hoa hng,
hay/v tin thng). Phn ln quyn sch ny cp n cng vic ca mt outbound telesales
chuyn nghip.
C rt nhiu c hi ngh nghip lm telesales, cho nn thnh cng trong lnh vc ny, iu
quan trng u tin l nhn bit ngnh kinh doanh v/hay cng ty no m bn cm thy hng
th. iu ny cho php bn chn sn phm hay dch v m bn tht s tin tng v am m
n. Bn cng cn phi quyt nh nhng trch nhim cng vic m bn mun lm. Bn c cm
thy thoi mi thc hin nhng cuc gi bn hng thn thin? Hay bn thch tr li nhng
cuc gi n hn (v d nh x l nhng cuc gi v dch v khch hng) v khng cn phi
bn hng g c (inbound telemarketing)?
Lng bng
Nhng ngi lm trong lnh vc telesales c tr cng khng theo 1 khung lng nht nh,
m da trn ngnh kinh doanh m bn lm, v tr m bn ang gi, trch nhim ngh nghip,
kinh nghim lm vic trc y ca bn, v c v tr a l.
Cch thc ph bin nht tr cng l a lng thng. Nhn vin c tr trc gi c nh
theo gi hay theo tun cho mt s gi c bit. Tr cp c th c hay khng, ty thuc vo
doanh nghip. Hu ht nhng cng vic telesales v tr khi im thng c tr theo gi v
khng c tin hoa hng. Mt vi ngi ch nhn thc c rng tin thng cng l mt dng
tr lng cho cc telesales chuyn nghip. Tin thng c th l mc lng sn hay phn trm
ca doanh s. V d, tin thng c th l mc tiu bn hng c xc nh trc. Tin thng
c mang n da trn c s mi ln bn hng. V d, l mt ngi l outbound
telemarketing, bn s kim c 10 mt gi, cng vi 1 tin thng cho mi ln bn
hng thnh cng.
Nhng v tr telesales cp cao, lng ca h bao gm tin cng v tin hoa hng. Tin hoa
hng c tr da trn phn trm c xc nh trc ca tng doanh s h bn. T s tin
hoa hng bn kim c s bin i rt nhiu, n ph thuc vo ngnh kinh doanh, cng ty v
sn phm/dch v m bn bn. Mt vi ngi bn hng cng c tr thng qua s d. Ngha
l mt khi bn c c mt khch hng mi, bn tip tc nhn tin hoa hng trn tt c nhng
doanh s bn li cho trong sut qu trnh lm vic vi khch hng . iu ny c th rt c li
cho ngi lm telesales.
Nhng ngi lm telemarketing c tr hon ton hay mt phn tin hoa hng da trn kh
nng kim tin ca h. H cng lm vic chm ch v kim c nhiu mi bn hng, th mc
thu nhp ca h s cng cao. i vi nhng chuyn vin telesales (khng cp khi im)
th thng h c tr tng cng tin lng, tin thng v tin hoa hng cng mt lc. Bn
cng c nhiu kinh nghim, bn cng c thm sc mnh tha thun vi ngi ch khi bn
tm cng vic telesales.
Tuy nhin mt dng khc ca vic tr cng l ng trc tri ngc vi tr lng thng. Khc
vi tin lng, tin ng trc phi tr li cho ngi ch, da trn tin hoa hng m bn s kim
c trong tng lai. V vy, nu bn c ng trc 100 mt tun, v mi ln bn hng
bn c 10 i, th bn cn phi c 10 ni bn hng mi tun th mi c th b c tin ng
trc ca bn. Nu lng doanh thu bn kim c hn con s 10 ban u th s tin l ca
bn. Nu doanh s ca bn l 12, bn kim c 120 cho tun . Tin ng trc c th tr
li hoc khng. Chng l tin ng trc c ngi ch tr cho doanh s trong tng li ca
bn. Tin ng trc khng hon tr c ngha l bn tr li tin ng thng qua doanh s bn
bn qua thi gian, nhng nu bn ngh vic hay chm dt cng vic, th bn khng n g ca
ngi ch na. Tin ng trc c hon tr ngha l bn s n ngi ch mt s tin nu nh
bn khng b c tin ng trc v mt doanh s. V d, u tun, nu bn c tr 100
v bn hng 10 cho mi ln bn hng, nhng tun bn ch c 7 ln bn hng (kim
DIALREC
DialRec No
c 70 ), th bn phi tr li 30 tin ng trc cho ngi ch. in hnh l vic ny s

c tnh vo mi thng, mi qu, hay na nm mt ln. Mc ch ca tin ng trc nhm
lm cho nhn vin duy tr mc thu nhp thng xuyn m ngi c th thc hin, thm ch
cho nhng tun chm chp khi t hng c bn hn. Mt vi ngi ch s n o trong khon
tin ng trc m h tr cho nhn vin chc chn rng ngi s khng b n qu nhiu.
i vi nhng ngi telesales chuyn nghip, th vic tr cng hon ho gm c lng, cng
vi tin thng v tin hoa hng. Tuy nhin, i vi mt ngi tht s t tin vo kh nng bn
hng ca h, th mt v tr c tr lng da trn tin hoa hng thun ty c th li hn, bi
v ngi ch thng tr tin hoa hng cao hn nhiu cho v tr ny (ch yu bi v n hu nh
khng c ri ro cho ngi ch, nhng li ri ro cao cho nhn vin). Trc khi lm cng vic
telesales hng lng hoa hng thun ty, bn phi chc chn rng bn c kh nng pht sinh
nhng ngun bn hng cn thit kim mt khon thu nhp hp l. Nn nh rng, cho n
khi bn thit lp mt mi quan h khch hng, n c th tn vi tun hay thm ch l vi thng
bt u tip cn vi cc mi quan h ln hn. V vy, thi gian ban u s khng c thu
nhp, mc d bn lm nhn vin chnh thc. Cho d bn l mt nhn vin bn hng c tay
ngh cao, th cch tt nht bt u cng vic telesales l gi tr cng bao gm c t nht c
khong lng nh. Vi s chp thun ca ngi ch, bn c th lun lun chuyn sang gi tr
tin hoa hng thun sau khi bn thch nghi vi cng ty mi v doanh s ca bn bt u
sinh rng ra.
Mt iu quan trng l bn phi suy ngh tht cn thn v chuyn tr cng trc khi bn ng
lm bt c cng vic no. Bn cn phi chc chn rng, t nht, bn s c th tr cc khong
chi ph c nhn ti thiu ngay t khi bt u lm vic, sau xc nh rng cng vic ny cui
cng c cho bn khong thu nhp kh thi m bn mun t c trong mc tiu ti chnh.
Nu bn ng lm cng vic telesales m ch tr 10 mt gi, khng c tin thng hay hoa

hng, ty theo s gi bn lm vic th l khong thu nhp cao nht c xc nh trc m
bn c th kim c trong mt ngy. Tng t nh vy, nu bn c tr lng, cng vi tin
thng v hoa hng, bn cn phi tnh ton kh nng kim tin t nht v nhiu nht ca bn.
Mt iu bn nn lm l trao i vi nhng ngi lm cng v tr (lm cng cng ty) c c
khi nim xc thc nht v kh nng kim tin ca bn.
Mc ph sinh hot, c trn trang web Salary.com, l mt cng c hu dng gip bn ln kt

hoch cho ngn qu ca mnh, xc nh kh nng kim tin, v so snh ci m bn c cho v
kha cnh tin lng so vi nhng ci khch trong ngnh kinh doanh ca bn v trong v tr a
l c tr cha. Tm thm thng tin trn trang
swz.salary.com/CostOfLivingWizard/layoutscripts/coll_start.asp.
S gi lm vic bn mong mun
Lch lm vic ca bn s ph thuc vo loi cng vic telesales m bn lm. Nhng cng vic
trong lnh vc ny c th lm ton thi gian hoc bn thi gian. Da trn mi cng ty, bn c
th c chn ca lm vic, v th cc ca sng, chiu, ti, v cui tun, cho bn s linh hot rt
cao. V cng nhiu cng vic da trn nhu cu ca ngi ch. V d, nu bn lm vic East
Coast nhng bn phi bn hng cho nhiu ngi West Coast, bn khng th hn gp n 11h
tra theo gi ca bn, v vy bn c th lm vic n 8h ti (EST). Bi hu ht cc v tr
telemarketing u da trn tiu ch khuyn khch, bn cng bn c nhiu, bn cng kim
c nhiu tin. V vy, s gi lm vic mi ngy, tun, hay thng s trc tip nh hng n
kh nng kim tin ca bn. Tng t, ci bn lm trong khi bn ang lm vic cng s nh
hng n mc lng c bn ca bn thn bn. V d nh khi cng vic ca bn l outbound
telesales, nu bn khng gi in thoi n khch hng, th bn s khng c tin.
Trong nhiu dng cng vic telesales, bn c th qun l thu nhp ca mnh, c bit nu nh
c tin hoa hng hay tin thng khuyn khch l mt phn ca lng. Thc cht, cho d bn
dang lm cho mt cng ty, nhng khi bn c kh nng kim c tin hoa hng hay tin
DIALREC
DialRec No
thng, lc bn tr thnh ngi ch ca chnh mnh v c th xc nh thu nhp ca bn

da trn mc chm ch trong cng vic ca mnh.
Nhng yu cu K Nng
C rt nhiu k nng cn thit lm telemarketing/telesales. Tuy nhin, lm v tr khi

im, th cng cn phi c mt vi iu kin tin quyt. Cch tt nht tm vic lm l tm
kim trn cc rao vt cho cc v tr telemarketing, dch v khch hng, v telesales. xem
c nhiu mu qung co cng mt lc, bn c th vo trang web lin quan n cng vic,
nh The Monster Board (www.monster.com), v lm mt cuc nghin cu v ngh nghip. c
cc mu qung co tht cn thn. Xc nh nhng ngi qun l ang tm kim ci g v so
snh k nng, tnh cch, hc vn ln kinh nghim trong mi mu qung co.
Di y l mt vi mu qung co tm nhn vin lm telemarketing, dch v khch hng, v

telesales. Dng lm ni bt bng ch in m l mt trong nhng k nng ch cht v/hay tin
quyt m mi cng ty tm kim. y l nhng mu qung co tht. Tn cng ty v thng tin
lin lc c xa hay thay i. Nh bn s thy, c mt vi qung co m t chi tit hn
nhng mu qung co khc.
Mu qung co 1: V tr Telemarketing
Telemarketing call center Fast growing New York City Business-to-Business ang tm kim nhn vin
kinh doanh nng ng c kinh nghim. Chng ti ang tm nhng c nhn yu thch vic lm tng thu
nhp bng cch chuyn gi in thoi (gi in thoi lin tc v tp trung). Cng vic ca bn l i
din v h tr khch hng trong cc chin dch kinh doanh v marketing bng cch thit lp cc cuc
hn vi nhng khch hng tim nng.
KHNG I HI K NNG BN HNG! Ch cn bn k nng xc nh c nhng khch hng

tim nng hoc xc nh c nhng cuc hn bn hng thng qua mt chui nhng cu hi v tr li
i tng tip th sn.
Chng ti tm nhng ng vin nng ng, kh nng din t tt qua in thoi, c k nng
thc hin nhng cold call lin tc v sng to trong giao tip. Bn phi c kinh nghim
trc v telemarketing hay cch khai thc cuc gi. Kinh nghim v kinh doanh, c kin
thc v internet/IT l mt li th. Bn phi cm thy d chu thc hin nhng cold call t cc
danh sch son sn ca chng ti, sng to trong li ni, ly thng tin v ai l ngi quyt
nh v lm vic vi nhng ngi gc cng.
Chng ti tr cng vic trn mc lng trung bnh cho chuyn vin gm c lng, tin thng, hoa
hng.
Cc v tr TON V BN THI GIAN c 9-5 tun lm vic. Chng ti c mi trng chuyn nghip,
thoi mi v c gi lm vic linh hot ph hp vi nhu cu ca bn.
Mu qung co 2: V tr Telemarketing
Tuyn dng ngay lp tc!
Cn tuyn ngi cho hai v tr telemarketing/nhp d liu v chm sc sc khe:
1. V tr lm ton thi gian: Th hai 11.0019.30.; Th ba Th nm v lun phin Th

By/Ch Nht 12.0020:30: 40 gi.
2. V tr lm bn thi gian: Th hai11.0015.00; Th t Th by 16.0020.00: 20 gi.
Nu bn l ngi nhanh nhn; c ngh lc, thoi mi, v thch th trong vic m rng th gii v
chng trnh Medicare mi sp c tung ra th trng vi con s tng trng ca New York Nursing
Homes; hy gi cho chng ti n xin vic ca bn!
Nhng ng c vin t yu cu:
DIALREC
DialRec No
1. C kh nng t khi u cng vic.
2. n ni lu lot.
3. Bit lng nghe.
4. T chc cng vic tt.
5. Thng tho vi tnh: vd. Microsoft Office (Word, Excel, PowerPoint, Access).
6. Thn thin/ha ng.
7. Tp trung cao .
8. Tc phong chuyn nghip.
C kinh nghim trong lnh vc chm sc sc khe, bn hng, v/hay nhu cu ca ph n

ln tui l mt li th.
Lng: Ton thi gian: $25,000.00 cng vi phc li y
Bn thi gian: theo t l ($12,500.00)
Mu qung co 3: V tr Telesales
Cng ty ABC, chuyn cung cp nhng gii php v Web hosting, ang tm kim nhng ng vin
telesales chuyn nghip tham gia vo i ng bn hng ang trin khai thnh ph New York. Nu
bn c kinh nghim bn hng hay bn hng qua in thoi, kin thc v internet v c
bng i hc, th bn s tm thy mt cng vic tht s th v v c tng thng xng ng
ABC ni m thu nhp tng xng vi kh nng v s phn u ca bn thn. ABC mang n:
Mc lng cn bn cnh tranh.
Tin hoa hng hp dn.
Nhng ngi hng dn c chuyn mn cao.
c tr tin o to.
V tr thun tin trung tm.
V vy, nu bn hng th trong vic gip cc cng ty nh to ra trang web ca ring h ng thi
khi u s nghip v kim thu nhp cho mnh, hy lin lc vi chng ti ngay.
Outbound Telesales lng trn $40,000
Ni lm vic: Torrance, CA
M t cng vic: Chuyn gia Telesales! Mt cng ty trong nc ang tm kim nhng ng vin c tay
ngh trong vic bn my vi tnh. ng c vin l tng l ngi c t 3-5 nm kinh nghim
trong lnh vc outbound telesales.
Tin hoa hng cng thm rt thong! Hy gi h s ca bn n cho chng ti ngay!
Lng: $25,000n $40,000/nm
V tr: Nhn vin, ton thi gian
Mt t chc th v, ang pht trin thnh mt t chc tm c quc gia Westwood, California tm
kim mt chuyn vin cho v tr Telemarketing Sales.
Phng Bn hng ca chng ti tip tc tin tng vo s pht trin to ln ca mnh. h tr s tng
DIALREC
DialRec No
trng ny, hin ti chng ti ang dnh c hi nhng c nhn ph hp.
Yu cu/K nng: tnh cht nhim v, cng vic c giao v trch nhim:
t nhng hn ngch bn hng i vi nhng khch hng then cht c giao.
Hnh thnh v pht trin kinh doanh vi danh sch cc khch hng c v
nhng khch hng tim nng mi.
Nhn ra nhng yu cu ca khch hng v gii quyt bng vic s dng nhiu
loi hnh dch v v sn phm.
Qun l khch hng chuyn nghip v ton din.
Qun l hiu qu s mong i ca khch hng lin quan n chc nng ca

dch v, phn phi, v thc thi.
Trnh chuyn mn:
K nng din t qua in thoi.
Kh nng lm vic vi cc khch hng tim nng ln khch hng hin ti.
C k nng lnh o tt v a ra k hoch chin lc.
Ha ng v giao tip tt.
Tch cc, ngh lc, nhit tnh, cam kt lm vic thm khi cn thit.
a ra s sch ghi chp v outbound telesales.
S dng vi tnh thnh tho c bit v Microsoft Office.
Kin thc v ACT.
t nht 5 nm kinh nghim.
Chng ti ang bc sang nm th 5 vi nhng thnh tch kinh doanh thnh cng rc r trn th
trng. Chng ti c hn 150 nhn vin vi mc lng cnh tranh bao gm bo him y t, nha khoa,
nhn th v thng tt vnh vin, k hoch 401(k), k hoch chia s li nhun, c hi nhn tin
thng, tr 12 ngy ngh l, v ngy ngh php.
DIALREC
DialRec No
4
THNG IP BN HNG NG
N L IU THEN CHT
Kh nng nhn bit nhng khch hng tim nng tt nht, chuyn thng ip n h sao cho
tht hiu qu, v k nng qun l thi gian ca bn s lin quan trc tip ti con s doanh thu
ca bn. Bn cng gi c nhiu ngi th cng bn c nhiu hng. Bn cng xc nh c
ngi m bn gi n nh th no, th t l gi bn c hng ca bn cng cao.
Gi y, bn nn hiu telemarketing tht s l ci g, hiu lm th no cng ty ca bn kim

c li t sc mnh ca cng c kinh doanh ny, v c kh nng xc nh nhiu cch kt hp
telemarketing vo trong nhng qui trnh bn hng v marketing ca cng ty bn.
Bit rng thng tin ny l bc u tin lm telemarketing thnh cng, nhng cn nhiu
iu khc bn cn phi lm trc khi nhc in thoi ln gi! Chng ta sp sa khm ph tnh
quan trng ca vic trin khai mt thng ip bn hng ng n cho nhng khch hng tim
nng c th, nhng ngi m bn s lm telemarketing vi h. Bn s c s thnh cng hn
nu nh xc nh trc mt thng ip tht hiu qu sau xc nh cch tip cn tt nht vi
khch hng tim nng ca mnh.
Trong chng ny, bn s khm ph:
Lm sao vch r thng ip bn hng cho cng ty ca bn.
Lm th no to mt thng ip ph hp cho vic truyn t qua in thoi.
Lm th no xc nh nhng mc tiu telemarketing ca cng ty.
Mo xc nh ngi nghe mc tiu.
Cc chin lc c minh chng trong vic cn xng gia thng ip bn hng

vi nhu cu ca khch hng tim nng.
Nhng gi to c s ch t khch hng v gi trng thi ch .
Lm th no xc nh trc nhng kh khn m bn sp phi chm trn.
Khi bn chun b khm ph, vic trin khai thng ip bn hng hon ho cho nhng sn
phm/dch v m cng ty bn mang n l iu tin quyt. Tuy nhin, thm ch l vi mt
thng ip ng n, bn vn phi hon thin vic truyn t v hiu r khng ch v sn
phm/dch v ca bn, m cn nhu cu ca khch hng tim nng.
Khng may l khng c con ng tt no khi bn mun tr thnh 1 telemarketer thnh cng.
Cch tip cn ng n m bn c th d dng thc hin c:
Kim khch hng mi v duy tr quan h vi khch hng hin ti.
Ci thin doanh s mnh m.
Ci thin cc mi quan h khch hng ca cng ty.
Tng cng danh ting v hnh nh ca cng ty.
Tng li nhun cho cng ty.
DIALREC
DialRec No
Tuy nhin, nu bn gy ra nhng sai lm nh vic chn cch tip cn sai, khng hiu cc mc
tiu, hay c gng chn nhng con ng ngn hn, bn c th phi gp ht s kh chu ny
n s kh chu khc khi bn thc hin nhng cuc gi, v d nh v khch hng xa lnh bn,
hy hoi ting tm ca cng ty, v tn nhiu thi gian, tin bc, ln cng sc mt cch v ch.
Thng ip bn hng ca cng ty bn l g?
T quan im ca ngi lm telemarketing, y l mt cu hi hc ba. Nu bn s dng i s

dng li cch cho hng cho mi khch hng tim nng, bn s tht bi. iu bn mun l
truyn ti thng ip tt c nhng li ch ca sn phm/dch v mt cch nhanh chng v d
dng, ng thi ly c nim tin ca ngi m bn ang ni chuyn, th bn phi thay i
cch cho hng vi ngi m bn ang ni chuyn.
Nhu cu v mong mun ca khch hng tim nng l g? Lm th no m ci bn mang n

gip ch cho h? Mc tiu v mi quan tm ca khch hng l g? Hy qun ci bn mun kt
qu ca cuc gi (lng hng ha bn), v hy xem xt ci m bn mang n p ng li ch
cho mi c nhn khch hng tim nng. Cch tip cn bn hng theo phng thc ct bnh,
nh cch m bn ch n gin lp i lp li cch cho hng ht ln ny n ln khc m khng
c s sa i, th c th s khng t c hiu qu m bn mong mun.
Khi bn chun b thng ip bn hng tng quan m bn mun truyn ti, bn phi hiu mt
iu rng: Khch hng tim nng ang tim kim li ch v mt kinh t! D cho bn tip th qua
in thoi cho mt c nhn hay mt cng ty, bn phi hiu rng ngi u dy bn kia lun
lun quan tm n:
Tit kim tin.
Tng li nhun (kim thm nhiu tin).
Gim chi ph.
Nhm vo nhng vn v mi quan tm khc.
Nu bn ng iu ny l mt s tht hin nhin, bn c th bt u trin khai mt thng

ip bn hng c s ch tm vo mc tiu chnh yu ca khch hng. Trc khi bt u tho
lun v ci m cng ty bn c th mang li cho khch hng, hay bt u vi nhng li gi
thng minh, th t nht bn phi hiu nhng iu cn bn v khch hng tim nng l ngi
nh th no v ngi y ang kinh doanh trong lnh vc g (nu bn tip th qua in thoi n
cng ty khc).
Khi gi in thoi tip th n cc cng ty, th ngay trc khi nhc in thoi ln, bn nn
bit r cu tr li cho nhng cu hi sau:
Ngnh kinh doanh ca khch hng tim nng?
Nhng i th ca khch hng tim nng?
Khch hng tim nng ca cng ty bn kim tin bng cch no?
Nhng thch thc m khch hng tim nng ang phi i mt?
Khch hng tim nng ca bn mi ngy quan tm v ci g?
Nu bn gi in thoi n tip th cho cc c nhn, bn s mun bit nhng thng tin tng
t v cc khch hng tim nng, bao gm thm cu tr li cho nhng cu hi sau:
DIALREC
DialRec No
Bn c th ch ra v gii quyt nhng vn hay mi quan tm no cho khch

hng?
Lm th no m sn phm/dch v ca bn gip khch hng kim thm v tit kim

tin, gim stress, hay gii phng mt mi lo ngi no ?
Thng ip bn hng ca cng ty nht thit phi ch ra c nhng vn v tp trung y

mnh nhng li ch m sn phm/dch v ca bn mang li cho khch hng. thc hin c
iu ny, iu quan trng l bn, mt chuyn vin telemarketing, bn bit r bn ang bn ci
g. Bn cng phi bit s cnh tranh ca ring bn v c kh nng truyn t l do ti sao ci
m bn em li cho h l mt s la chn tt hn.
L mt chuyn vin telemarketing, iu quan trng l phi tht s tin tng vo ci m bn

ang bn. Ch khi bn mi thnh tht, t tin v c tin tng khi ni chuyn vi khch
hng. Nu bn khng tin vo iu m bn ni, th n s c th hin rt r rng trn in
thoi v bn s nhanh chng b mt uy tn. Khi bn ngh v mt nhn vin kinh doanh th hnh
nh c th n trong u bn l mt ngi ni rt nhanh cng nh khng thnh tht v thm
ch l gi di. y l hnh nh khun mu m bn hon ton khng mun truyn ti.
Gi y bn c s hiu bit nn tng v nhng nhu cu thng ip bn hng ca cng ty cn

phi c, th hy bt u trin khai mt vi tng cho nhng bui trnh by sn phm. Mt khi
to thng ip bn hng hon ho, th chng ngi vt tip theo l gi khch hng trn in
thoi lu bn trnh by cho h.
Nn nh rng khng ai mun mua mt ci g m khng c s ch ng. Ai ai cng thch th

khi thc hin c mt v mua hng khn ngoan. Hy lin tng cm gic khi bn mua c
mt mn hng sau mt cuc tr gi cht vt ca hiu. Hu nh mi ngi u rt hng th
khi h khoe vi bn b v ngi thn v kh nng tr gi ca h, iu to ra marketing
truyn ming trong nhiu ngi v lm tng thm doanh s cho cng ty.
Khi bn trin khai vic trnh by sn phm cho cng ty bn, iu quan trng i vi khch hng
l h phi nhn thy c gi tr ca ci m bn em li cho h. Nu ngi khng thy c
gi tr ca mn hng, th bn cha thc hin vic bn hng tt c, bn s b mt khch hng
hoc phi tm cch em ht n lc c th xa i nhng nh kin cng nh mi lo ngi ca
khch hng . L mt chuyn vin telemarketing, cng vic ca bn l to ra nhng gi tr
nhn thy c cho sn phm m bn ang cho bn.
Lun lun c th! Khi bn ang ni chuyn in thoi, khch hng s khng th thy bn, chnh
lc bn ang dng li ni ca mnh bn phm/dch v. V vy, khi bn ni chuyn trn
in thoi v m t ci m bn em li cho h, iu quan trng l thng ip bn hng ca bn
phi ng dng ngn ng m t rt cao, chnh iu lm cho ci m bn cho bn tr nn th
v, sng ng v li cun hn. Tuy nhin, s dng ngn ng miu t th khng ging nh s
dng ngn ng phc hp hoc qu nhiu bit ng k thut ri cui cng lm cho ngi
nghe thy lng tng, tht vng hay chn nn.
Mt phn ca qu trnh chun b phi bao gm c vic to ra mt bng lit k nhng vic nn
lm cho tt c cc cuc gi. Lit k nhng im bn hng, ghi ch quan trng, v/hay bn tho
tht s v ci m bn d nh ni trn giy (hay trn my tnh).
Mt iu khng km phn quan trng i vi khch hng ca bn l h nn bit rng rt cuc

h ang mua mi quan h vi bn trc, v sau mi l sn phm/dch v m bn tht s
bn. V th, trch nhim ca bn l bt u xy dng mi quan h tt vi khch hng ngay t
bc khi u.
V c bn, bn s khm ph ra rng mi quan h gia khch hng v ngi i din bn hng
l iu then cht t c mt vic bn hng v nhng mi hng tip theo. Ngi mua gn
lin vi ngi bn, nhng ngi m cho h dch v tt nht, quan tm n h nhiu nht v l
ngi ch ra nhng nhu cu c nhn ca h. Nhn vin bn hng v tip th qua in thoi hng
DIALREC
DialRec No
u a ra nhng li ni cn gi tr hn c li ha; cung cp dch v tuyt vi v sau l bn

hng; v mang n cho h nhng dch v tng thm gi tr cho h.
Giao tip qua in thoi
Telemarketing c th xp ngang vi vic nhn vin bn hng trc tip trnh by, tuy nhin, khi
bn s dng chic in nh l cng c bn hng, bn khng h c s giao tip trc quan trong
vic bn hng ca mnh. Khch hng khng th thy hay chm c vo bt c ci g m bn
sp sa bn. V th, bn ni ci g, bn ni nh th no, v cm xc cng nh s mnh lit
trong vic truyn t ging ni ca bn tr nn rt quan trng.
tr thnh mt telemarketer thnh cng, bn cn phi c kh nng giao tip tt bng li ni

v cng phi thng sut ngh thut lng nghe. Mt cuc gi bn hng l tng nn bao gm
nhng bc sau:
M li cho hi.
t cu hi.
Tng thm s hiu bit v khch hng tim nng: Ngi y ang u? Ci nhn
ca ngi y v tng lai?
Lng nghe nhng g m khch hng ni, v nhn xt c ch hnh ng ca ngi

y.
Ghi ch li, nhng lun lun tm. Bn s mun nh chnh xc ci m khch ni

trong mi cuc in thoi.
Chun ha nhu cu ca khch hng.
Lp li mt vi ci m khch hng ni vi bn nhm mnh chng cho s am hiu

ca bn.
B qua nhng nh kin hay mi lo ngi ca khch hng.
a ra gii php ca bn cho khch hng v nhu cu v vn ca h.
To ra tnh hung c hai cng thng.
Mang n thm nhng dch v gi tr.
Kt thc vic bn hng.
Hu nh bt c th g cng c th bn hay tip th qua in thoi. Trong s t trng hp khi

m khch hng cn phi thy hay chm vo sn phm, th bn c th s dng telemarketing
xc nh ra khch hng no l tim nng, lm tng s thch th, v thit lp nhng cuc gp
mt vi khch hng. Nhn vin telemarketing hng u pht trin cc k nng cn thit
kt thc qu trnh bn hng m khng cn phi trc tip khch hng, song h lun c nhng
quan tm n c nhn khch hng t cho php mt mi quan h mnh v lu di c pht
trin.
Khi vi bn hng trc tip, th nhng n tng u tin rt quan trng. Tuy nhin, thay v nh
gi da vo vic trng bn nh th no, th khi bn tip th qua in thoi, ngi m bn ang
ni chuyn s hnh thnh nhng n tng v bn da trn ci m bn ni v cch bn ni nh
th no. Hy s dng ging ni ca bn trau trut nht c th. m thanh ca ging ni, cch
pht m, m lng m bn pht ra, v bn nhn mnh vo nhng t hay nhng cm t trng
tm nh th no s gip bn ch ra c nhng im quan trng v truyn ti theo mt cch
mnh m v dt khot. (iu ny s c gii thch chi tit hn trong chng 6).
DIALREC
DialRec No
Xc nh nhng mc tiu
Bn phi a ra mc tiu chnh yu ca tip th qua in thoi nhm lm tng doanh s v cui
cng l y mnh li nhun. Cn nhng mc tiu khc ca bn khi lm telemarketing? Khi bn
tr li cu hi ny, nn nh l bn phi cn nhc nhng nhu cu ca bn v nhu cu ca khch
hng tim nng.
Trc khi thc hin vic tip th qua in thoi, iu quan trng l bn phi hiu chnh xc ci
m bn ang c gng hon thnh v lm th no hon thnh c nhng mc tiu . C
th nh ngi m bn s gi n l ai? Bn s ni nhng g? Bn s ni nh th no? Bn
mun kt qu tc th ca mi cuc gi s nh th no? Bn mun nhng li ch lu di ca vic
tip th qua in thoi s l ci g?
Bn c th bt u lm telemarketing ngay by gi bng cch m s in thoi (cun White

Page) nu bn mun tip th n cc c nhn, Yellow Page nn bn mun tip th n cc
doanh nghip) v bt u gi in. Bt u t trang mc u tin v tip theo t k t A n Z
l mt cch tip cn, nhng y c phi l mt cch tip cn tt? Khng!
Nhng ngi m bn gi nn c nh gi trc c phi l khch hng mc tiu ca bn

khng. Nu bn tht s hiu sn phm/dch v ca mnh, bn s d dng xc nh chnh xc
c loi c nhn hay cng ty s c c li ch tt nht t sn phm m bn mang li cho h.
y chnh l nhng khch hng thch hp nht mua sn phm ca bn. V y chnh l nhng
ngi nghe mc tiu.
Tip theo, pht trin danh sch khch hng tim nng telemarketing da trn tiu ch m
bn ra. Cch ny cho php bn xc nh trc khch hng tim nng theo cch no v
t n nhng kt qu tt hn trong khi cng sc b ra t hn. V d:
Nu bn ang hng n nhng khch hng l nam gii, tui gia 18 v 49, c
mc thu nhp t 35,000 tr ln, bn khng mun ph thi gi v nhn lc gi
in cho khch hng n mt mnh, hay nam gii c tui ln hn mc hng
n, hay nhng h gia nh c mc thu nhp thp hn.
Nu bn ang c gng bn dch v th chp nh vay vn n mi ngi, th bn

khng cn phi gi nhng ngi cha s hu nh hay nhng ngi cha c g
th chp.
Nu bn bn dch v lau ng khi n cc h gia nh, iu quan trng l bn phi

kim c danh sch cc khch hng tim nng m c ng khi cn phi lau. ng
lm phin nhng ngi sng trong cc cn h m khng c l si hay ng khi.
Sau ny (trong chng 13) bn s hc v cch lm th no mua hay thu nhng danh sch
khch hng tim nng ng tin cy. Thm ch mt khi bn trin khai danh sch c xc nh
trc, khi bn bt u thc hin nhng cuc gi bn cn s dng sc thu ht v thng tin cng
vi cc k nng cn thit m bo rng bn ang tht s ni chuyn vi ng ngi: ngi
a ra quyt nh.
Bn s thng gp nhng trng hp tip th qua in thoi cho nhng ngi khng th quyt
nh mua, vic ny lm hao ph thi gian v cng sc.
Trong sut nhng bc u tin ca vic thc hin cuc gi tip th, bn c th xc nh liu
bn c ang ni chuyn vi ng ngi cn ni ngi a ra quyt nh bng cch t
nhng cu hi n gin, v d nh ng (tn ca khch hng), nu ng thch ci m ng nghe,
th chng ti cn gp ai chia s thng tin ny nhm xc tin cng vic?.
bn c hng, u tin l bn cn nhn ra v sau bn hng cho ngi a ra quyt

nh. Ngi ny l ai, c bit khi bn gi n cng ty, th iu ny khng phi lc no cng r
rng. Bn c th hi nhng cu hi bit c tt c nhng c nhn m bn s cn phi
thuyt phc trc khi cng vic bn hng c thc hin.
DIALREC
DialRec No
gp c ngi cn gp, bn cn phi nh s gip t nhng ngi m bn ni chuyn

vi h, thu thp tn v chc danh, v hi vi cu hi. Nu bn khm ph c rng bn hay
nm ngi l tt c cc phn trong qu trnh a ra quyt nh, th ch n ca bn s l thit
lp mt cuc gi hi ngh vi tt c nhng ngi . iu ny s tit kim thi gian v trnh s
bi ri, ng thi cng trnh vic bn hng qua in thoi cho tng c nhn.
Kt hp thng ip bn hng vi nhu cu ca khch hng tim nng
Da vo sn phm hay dch v m bn ang bn, ngi nghe nhm n ca bn c th l th

trng i chng (tt c mi ngi mi ni). Sn phm/dch v ca bn c th l gn nh l
mt phn c th ca dn s, mt gc hp xc nh trn th trng, hay l mt loi hnh cng ty
no .
V mt tip th qua in thoi n cc c nhn, ngi nghe nhm n ca bn c th c xc

nh qua nhiu cch, nh qua gii tnh, tui tc, thu nhp, v tr a l, trnh vn ha, ngh
nghip, tnh trng gia nh, s thch, tn gio, nim tin v chnh tr, hot ng a thch, v
nhiu na. Cng c nhiu thng tin v nhng khch hng mc tiu, bn cng tip xc v
chuyn ti thng ip bn hng d dng hn cng nh cung cp sn phm hay dch v cho h
tt hn.
Telemarketing c th s rt thnh cng lp nhng khim khuyt (hay c bit) cho nhng
hot ng th trng. iu ny c ngha l tip xc v chuyn thng ip v tip th, qung
co, v PR (public relations) cng ty ca bn cho mt ngi nghe mc tiu. Mt khi bn hiu
ngi nghe ca bn l ai, bn s c th xc nh c nhng cch thc c th v hiu qu
t c nhng khch hng mc tiu bng cch s dng in thoi.
Nhng cu hi tip theo s gip bn hiu hn v khch hng mc tiu nu bn tip th n cc

c nhn cng nh cc cng ty. Mc d cng ty v sn phm/dch v ca bn c th thu ht
nhiu dng ngi v cng ty khc, nhng bn nn c gng tp trung v nhng khch hng
chnh ca mnh. Dng khch hng chnh ca bn c th xc nh khi bn tr li nhng cu hi
bn di. Bn c th quay tr li v tr li cng nhng cu hi ln na xc nh dng
khch hng th hai ca mnh.
Sn phm/dch v ca bn thu ht ch yu khch hng nam hay n?
tui ca khch hng mc tiu l trong khong no?
Khch hng mc tiu ca bn u? Trong thnh ph c th, nng thn, hay

ban, khu vc no? Khch hng ca bn trong cn h ring, chung c, nh ca
nh nc cp, nh ngh hu, nh di ng?
Tnh trng gia nh ca khch hng mc tiu nh th no (cha ci, ci, c con
nh, c con tui v thnh nin, li d)?
Trnh vn ha ca khch hng mc tiu nh th no (tt nghip ph thng, i

hc, cp cao hn trung hc, bng cp c th)?
Loi ngh nghip ca s ng khch hng mc tiu(ni tr, vic lm c mc lng

trung bnh, qun l cp trung, cp qun l, nhn vin bn thi gian)?
Mc thu nhp trung bnh ca khch hng mc tiu?
Chng tc hay tn gio ca khch hng mc tiu (nu c)?
Khch hng mc tiu thng mua sm u? C thng xuyn khng? Ngi y

thng chi bao nhiu mua hng?
Khch hng mc tiu ca bn thng lm g gii tr? S thch ca ngi y l g?
DIALREC
DialRec No
Khch hng ca bn lm g trong thi gian rnh?
Khch hng mc tiu dnh bao nhiu thi gian nh, cho vic chy xe, hay cho
cng vic?
Khch hng ca bn c ang s dng sn phm hay dch v c cung cp bi i

th cnh tranh? Nu c, bn lm th no khch hng ngng s dng sn phm
hay dch v ca i th?
Sn phm/dch v ca bn c iu g m khch hng cn hay mun, hoc va cn

va mun khng?
Da vo kt qu ca nhng cu hi trn, bn hy pht biu mt hay hai cu tm tt v ngi

khch hng mc tiu l ai v sau xc nh mt cch cn thn thng ip bn hng chnh xc
m bn mun a n nhng ngi ny, nhm gii thiu cho h v sn phm/dch v ca cng
ty v to ra s cn thit cng nh nhu cu cho ci m cng ty bn mang li cho h. vic tip
th qua in thoi ca bn thnh cng, th thng tin ch yu m bn mun chuyn ti n
khch hng phi nht qun v lin quan trc tip n nhu cu cng nh mong mun ca khch
hng.
Cho d bn telemarketing n c nhn hay cng ty, hy m t ngi nghe mc tiu ca bn

trong mt n ba cu y:
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Thu ht s ch ca khch hng v duy tr s ch
Khi bn lin lc vi khch hng tim nng qua in thoi, bn phi bit r mc ch ca bn l
g (v khch hng cng bit mc ch ca bn l g: bn ci g cho h). tng thm c hi
nm bt s ch ca khch hng tim nng, bn hy tr li cu hi ca khch hng Ci c
ch g cho ti? mt cch nhanh chng v sc tch.
Khi khch hng tim nng tr li in thoi ca bn - nhn vin telemarketing th bn nn bit
rng bn ang ct ngang cng vic m h ang lm. Nu ngi y ang lm d mt vic g
quan trng, th ngi y c th cm thy kh chu v bc mnh i cht. Ngay khi bt u, bn
hy hi khch hng c th dnh cht thi gian ni chuyn khng. Nu ngi ni l ang
bn, th bn hy hi l thi gian no th tt hn. Bn hy ln mt cuc hn gi in c th vi
h. Sau , khi bn gi li, bn bit l bn c hn trc, ngi cng chun b tm l
trc l bn s gi nn bn khng phi lo lng vic lm phin ngi y.
Trong 10, 20, hay 30 giy u tin ca cuc m thoi, mc tiu ca bn lc y khng phi l
ni nhanh chuyn ti thng ip kinh doanh ca bn. Tt c nhng g bn nn lm ban u
l ni chuyn thoi mi, bnh tnh, r rng, ly s ch ca khch hng. Mt khi bn c
c s ch ca h (ci m bn cn c ngay lp tc), bn s c thi gian cn thit trnh
by sn phm ca bn. Khng nng vi, bn cn phi sng to v pht trin cch thc ly c
s ch ca khch hng nhanh chng. Ch cn lm cho ngi bn u dy bn kia lng nghe
bn th bn c th thc hin vic trnh by ca mnh.
Trong sut nhng giy u tin ca cuc gi, bn s cn phi t c nhng iu sau:
Khch hng phi nhn bit c bn thn bn v t chc ca bn vi mt thi

thn thin v vui v.
a ra l do m bn gi in v mang li cho h ch li.
DIALREC
DialRec No
t cu hi hay by t lm cho khch hng nhanh chng tham gia vo cuc m

thoi.
Cch m u mt cuc telemarketing n gin
Cho ng Smith. Ti l Claudia n t cng ty XYZ. Chng ti gip cho cc cng ty gia tng doanh s
bng qung co. Ti xem v n mu qung co ca cng ty anh ng tp ch The Boston
Globe vo ngy 14/07. Khng bit l s phn hi v mu qung co ny nh th no?
Trong mt vi cu u tin, vic cn ni u tin l gii thiu ngi gi n, cung cp mt sn

phm c ch (Chng ti gip cc cng ty tng doanh s) v t cu hi (Phn hi i vi bi
qung co ny th no?). Nn nh: iu quan trng l phi bt u a ra l do cho cuc gi,
ch khng phi l mt bi cho hng cng nhc. Trc khi bt u gi in thoi, hy ng vai
bn l khch hng trong vi pht. Hy t hi bn thn liu bn c phn ng g vi li m u
m bn ni. Nu cu tr li l Khng, bn hy tip tc lm vic cho n khi bn c th gy s
ch cho chnh bn. Hy ngh v nhng cuc gi telemarketing m bn nhn c. Nhn vin
bn hng y ni g bn vn nghe in thoi hay lm bn phi cp my?
C nhiu li lm dn n s tht bi trong vic t c mc tiu ca cc telemarketer. V d,

nhn vin telemarketing c th mt i s nhit tnh, t tin, hay/v mu thun trong vic chng
minh sn phm ca mnh. Hy chc chn l bn trnh c nhng ci by thng gp, v lun
nh rng c mt s khc bit to ln gia nhn vin telemarketing chuyn nghip vi ngi l
lm, c gng lm cho bng c.
Sau khi bn bn c t hng u tin, bn nn gi mi quan h vi khch hng vi iu c

th dn n vic bn c nhng sn phm khc nhng ln tip theo, c kh nng lm tng
doanh s, hoc c c nhng khch hng tim nng khc t chnh nhng mi quan h ny. V
th, vic gi lin lc vi khch hng rt quan trng. Mt trong nhng li ln nht ca nhn vin
telemarketing gy ra l qun mt khch hng ca h khi h bn c t hng u tin.
Hy kim tra danh sch khch hng theo k nht nh. Gi th cm n hay qu, gi thip
nhng ngy l, Tt...
on trc nhng phn bc v tha thun vi h
Nu bn hiu r sn phm/dch v ca mnh v nghin cu mt cch tng tn v khch hng

mc tiu, th bn c kh nng xc nh nhng phn bc ca mi khch hng s l g trc khi
bn nhc in thoi. Bng vic d on chnh xc nhng iu phn bc cng nh mi lo ngi,
bn c th a nhng phn bin ny vo thnh mt phn ca bi gii thiu sn phm. Mt
nhn vin telemarketing gii s tha thun c nhng iu phn bc v th khch hng s
cm thy a ra nhng vn l khng cn thit.
Nm trong s nhng li phn bc m bn s i mt khi lm telemarketing:
1. Mc ph ca bn qu cao.
2. ti suy ngh thm nh.
3. Ti phi bn li vi ngi yu/v/chng ca ti .
4. Ti tiu tin vo vic khc ri.
5. Nn kinh t ang ti t, cho nn vic kinh doanh cng khng tt lm. Ti khng th chi
tin lc ny c.
y l nhng cch thng dng phn bin li nhng phn bc trn:
DIALREC
DialRec No
1. Mc ph ca bn qu cao. Gii php c th: Ti rt ly lm xin li ng. Ti tht s cha

lm tt vic gii thch l do ti sao dch v ca ti ng mc gi . Hy ti chng minh
cho ng thy n hiu qu trong vic chi tiu i vi ng nh th no.
2. Hy ti ngh thm nh. Gii php c th: Ti hiu. ng khng cn phi quyt nh
ngay. ng, hy ni ti nghe: chnh xc l ng ngh ng ang cn g?
3. Ti phi bn li vi ngi yu/v/chng ca ti . Gii php c th: Ti sao ng/b

khng ni vi h ngay lc ny nhn s ng tnh ri chng ta c th xc tin ngay lp
tc?
4. Ti tiu tin vo vic khc ri. Gii php c th: Nu ng c tin, th ng c mun bt
u ngay by gi khng? (t trng hp cu tr li l c th ta s ni Tuyt. Vy th
chng ta cng tm s tin m chng ta cn)
5. Nn kinh t ang ti t, cho nn vic kinh doanh cng khng tt lm. Ti khng th chi
tin lc ny c.Gii php c th: Cc i th cnh tranh ca ng cng ang tri qua
khong thi gian kh khn nh ng. Ti c mt vi k hoch c th c th gip ng tng
doanh s v lm cho doanh nghip ca ng mnh hn. Hy chc chn l doanh nghip ca
ng s dn u khi nn kinh t ci thin.
Hy ginh ra mt t pht v vit ra nm iu m bn tin l nhng li phn bc hay iu lo ngi

u tin s c gia cc khch hng tim nng mt khi bn bt u thc hin vic
telemarketing. Sau , i vi mi li phn bc hay lo ngi m bn lit k, hy thc hin t nht
l ba cch m bn c th gii quyt n.
gii quyt nhng li phn bc trc khi chng xy ra, hy t cu hi, nhn ra nhu cu, xc
nh nhu cu tn ti trong khch hng, v sau a ra cch gii quyt. Qu trnh ny s
nhanh chng ct gim hay loi b rt nhiu li phn bc.
Nm li phn bc hng u c d on trc
Li phn bc #1:
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Cch gii quyt #1:

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Cch gii quyt #2:

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Cch gii quyt #3:

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Li phn bc #2:
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DIALREC
DialRec No
Cch gii quyt #1:

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Cch gii quyt #2:

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Cch gii quyt #3:

______________________________________________________________________________
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Li phn bc #3:
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Cch gii quyt #1:

______________________________________________________________________________
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Cch gii quyt #2:

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Cch gii quyt #3:

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Li phn bc #4:
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Cch gii quyt #1:

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Cch gii quyt #2:

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Cch gii quyt #3:

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Li phn bc #5:
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DIALREC
DialRec No
Cch gii quyt #1:

______________________________________________________________________________
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Cch gii quyt #2:

______________________________________________________________________________
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Cch gii quyt #3:

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Nu mt trong nhng khch hng tim nng cha quyt nh mua ngay thi im bi trnh
by ca bn kt thc, th vn y l nhng vng mc hay phn bc vn cn trong tm tr
h.
Khi mt li phn bc c a ra, tch n ra, gii quyt n, v c gng kt thc bn hng. Nu
cu tr li l khng, hy xc nh li phn bc no vn cn ng li, tch tng ci ra, a
cch gii quyt v c gng kt thc bn hng ln na. Hy gi cch lm ny cho n khi s la
chn ca khch hng hon ton r rng v ngi y bit rng hy mua hng tr thnh mt
khch hng gi tr.
Nn nh rng: khi khch hng a ra mt li phn bc, ngha l khch hng cm thy h c
mi lo ngi chnh ng v ci m bn mang n. ng bao gi ng rng khch hng sai
khi c mi lo ngi , bng cch a ra li nhn xt i loi nh Vng, nhng
Thay vo , hy gii quyt mi lo ngi hay s phn bc ca h bng cch s dng t hiu,
cm thy c, hnh dung ra, tng tng c (feel, felt, found). Trong lc lng nghe mi
lo ngi hay phn bc ca khch hng, bn hy a ra li nhn xt cng lc , Ti hiu ng
cm thy th no. Nhng ngi khc cng cm thy vy, nhng h tm ra c rng
Trong vic ch ra nhng mi lo ngi, hy t cu hi. ng u vi li phn bc trc mt v

gii quyt n. Lp li li phn bc cho khch hng nghe ( cho thy bn hiu iu ), sau
hi khch hng l ti sao iu ny li l mi quan tm ln ca ngi y.
Sau hi, Nu ti c th gii quyt vn ny, ng c sn sng xc tin n khng?. Vo thi

im ny, cu tr li c th l c. By gi, hy i mt vi li phn bc v trnh by nhng
chin lc da trn cc li ch ca sn phm/dch v bn c.
Chuyn li phn bc thnh cu hi, sau tr li cho li phn bc. Nu nhiu li phn bc c
a ra, th bn hy chn ci d nht ch ra v gii quyt trc.
Trong sut bui trnh by sn phm ca bn, hy khch hng ng vi nhng li pht biu
ca bn v h ni. V d, cho rng bn ang bn cc mng qung co trn bo. Trong sut
cuc ni chuyn, bn hy ch r nu mu qung co ca khch hng xut hin i din vi mc
Th Thao, th chi ph cho mu qung co khng qu 1,000 mt tun, v mu qung co
c th thay i thng xuyn m khng cn phi chu chi ph nh my hay trnh by pht sinh.
Trong khi xc nh thng tin ny, hy a ra nhng li nhn xt nh l, Hy ti chc chn

l ti sng t mi vn nh ng Smith. ng c thy th v khng nu chng ta c th a
mu qung co ca ng i din vi mc th thao trn bo? ng mun c s linh ng trong
vic thay i qung co thng xuyn m khng c chi ph pht sinh? Ngn sch hng tun ca
ng l 1,000 mt tun? V xa hn, bn nn nhn mt chui cu tr li c t pha khch
hng. By gi bn hi Vy, cho rng chng ta hon tt n, ng c mun lng qung co ca
ng trn bo vo nm sau khng?
DIALREC
DialRec No
Nu c thng tin no , m bn hng khng bit, th ng ngn ngi ni vi khch hng rng
bn s nghin cu cu tr li v gi li cho h trong khong thi gian xc nh. Hy chc chn
rng bn lin lc li cho h. Khi bn gi li cho khch hng, hy gii thiu li bn thn (nhc
cho khch hng nh bn l ai), sau ni cho h bit l bn c tin tt. Bn c c thng
tin m h ang tm kim. iu ny xy dng s uy tn v lng tin cho bn, cng vi vic chng
t l bn lm mi iu c th ch ra nhu cu v mi quan tm ca khch hng. Thm vo
, khch hng s cm thy thch iu bn lm cho h.
Hon Tt Vic Bn Hng
Da trn ci m bn ang c gng bn v i tng khch hng ca bn, bn s nhanh chng

thit lp mt mu cho mi ngi hoc mi ngi m bn gi. T lc bt u n lc kt thc,
mi cuc gi bn gi c th gm c:
1. To mt li m u gii thiu bn thn bn v cng ty bn (ti l ai, vic ti lm)
2. a ra li ch.
3. t cu hi.
4. Lng nghe.
5. Nhn s ng .
6. Ghi ch.
7. C gng kt thc vic bn hng.
8. Gii quyt s phn i.
9. Nhn s ng tnh.
10. C gng kt thc vic bn hng mt ln na.
Nn nh: Khng c g quan trng hn l hiu khch hng ca bn, bit sn phm/dch v ca
bn ang bn, c kh nng chuyn ti nhng li ch n khch hng, xy dng lng tin, v pht
trin mt mi quan h tch cc.
T chng ny, bn s c hc cch lm th no xc nh ci bn cn ni trong sut mi

cuc gi khi bn trnh by sn phm ca mnh. Trong chng tip theo, chng ta s khm ph
s quan trng v thi ca bn tr thnh mt nhn vin telemarketing thnh cng v tht
s kt thc c mt ln bn hng.
DIALREC
DialRec No
5 THI L TT C
Tht vy: telemarketing, c th l outbound telesale, l vic nhc in thoi v gi in nhm
xc nh nhng khch hng tim. Tuy nhin, ngoi vic thc hin 1 thng ip bn hng ng
n, th bn trnh by nh th no s nh hng rt nhiu trong s thnh cng ca bn.
Chng ny tp trung vo s quan trng ca vic biu l v duy tr thi ng n khi quay
s kim tin (dial for dollar). Mc d ngi bn gi khng th nhn thy bn, nhng h c th
nghe thy bn, v vy h cng bit c thi ca bn thng qua cch bn tr truyn. T gc
nhn , n cng quan trng khi bn gi thi thch hp khi tha thun vi nhiu dng khch
hng, m bo bn s khng b cng thng, bc mnh hay kh chu. Nhng cm xc tiu cc
s nh hng n tinh thn ca bn v cui cng l nh hng n quyt nh mua hng ca
khch.
Biu l thi ng n
Khi bn lin lc vi khch hng, c th h ang bn. V mt s t khch hng ang vn nhng
vic quan trng hay nhng vic au u trong cuc sng ca ring h. V vy, hy chc chn
rng nhng vn c nhn tiu cc hay vn ngh nghip bn ang phi i mt khng em
vo cuc ni chuyn qua in thoi. Nu cn thit, ginh mt vi pht khi bt u mt ngy
lm vic suy ngm, tp th dc, hay lm g cn thit khin u c bn tp trung vo
cng vic trc mt.
Khi lm telemarketing, nn tp trung vo cng vic sp n. Duy tr s vui v, lc quan v thi

tch cc bn hng. Sau tt c, nu bn thc hin outbound cold call, nhng ngi m bn
lin lc, h khng mong ch in thoi ca bn, h khng bit bn, v bn ct ngang cng vic
h ang lm khi bn gi. t trng hp bn l ngi ang lm vic, nu ai gi n cng ty
bn tm hoc ly thng tin, chng khc no ngi y mun l ni chuyn vi bn mt
ngi ang ni nng hoc chn nn hoc thiu tp trung.
Khi bn nhn hay gi c in thoi u tin hay th mt trm trong ngy, thm ch nu bn
nhn hng t li t chi mt lc th thi ca bn phi lun duy tr v lc quan v nhit tnh.
Nhng s thay i t nh nht trong thi ca bn s c chuyn ti qua in thoi mt
cch v thc, v bn phi trnh iu . Nn nh: Mi ngi khng th thy bn. C cho rng
bn c th khch hng nghe in thoi di bn cho hng, ngi y s d dng ni
vi bn rng bn c cm thy th v v ci m bn ang ni hay l bn ch n gin c kch
bn m bn lp i lp li vi mi khch hng m bn gi.
Trong mt ngy, vic bn nh gi thi , tm trng ca mnh v iu chnh chng l iu cn

thit. Nu bn ang c tm trng khng tt, bc mnh, hay thiu nhit tnh, bn sp sa th l
vi khch hng, tr li mt cch cc cn thay v thn thin, gi v mt cu knh (thay v l n
ci), nghin rng, thiu tp trung, th c th bn s c mt khon thi gian bn hng kh
khn. Kt qu l, bn s nhanh chng b mt khch hng. Nu bn cm thy bn lm g
khng t c 100% hiu qu gip bn bn hng, bn cn phi ngh ngi v tp trung
nng lng.
Sau mi cuc in thoi vi khch hng tim nng, ngi phi nn tin rng bn l mt ngi
tch cc, thn thin, lc quan, thng minh v c th i din cho cng ty v bn s hu lng
kin thc rng ln v ci m bn ang bn. Khch hng ca bn khng ch tin rng bn bit
mnh ang ni v ci g, m cn phi tin nhng g bn ni v sn phm/dch v v tin rng bn
c mt nim vui to ln trong vic gip h.
DIALREC
DialRec No
Suy ngh ng trc khi hnh ng
Hy i mt vi n, s c nhng ngy khi bn n gin ch l khng vui v lc quan. S c lc,

i vi c nhn hay cng vic, bn c nhng iu khc trong tm tr bn hn l bn hng/dch
v. Trong nhng trng hp ny, trc khi tha thun vi khch hng, bn cn phi c c
khun kh ng n ca l tr. iu ny c ngha l hy tm qun nhng nh hng bn
ngoi, bt u vui v v hng khi, v tp trung cao vo cng vic trc mt.
C nhiu cch bn t thc y bn thn thay i thi , gm c:
Trc khi nhc in thoi, hy mng tng bn thn bn t thnh cng v kt

thc mt t bn hng. Hnh dung bn thnh cng.
Xc nh v sau xa b nhng khi suy ngh lm bn khng th pht trin v

duy tr thi cn thit t c thnh cng. Thnh tho v t tin l hai nhn
t then cht cho php ngi bn hng thnh cng. Nu bn c c hai, th mi
chng ngi khc u c th vt qua.
Tp trung vo vic bn cm thy hnh phc nh th no khi bn bn c hng

ln gn y nht v hy nm bt li cm gic khi bn bt tay vo thc hin
nhng cuc gi mi.
Tp trung vo cc gii php, ch khng phi l cc vn . Tng t, tp trung vo

vic t c thnh cng ch khng phi lo lng v tht bi.
Nu bn l qun l hay l ngi gim st mt nhm telemarketing, th hy pht

trin h thng thng theo ngy hay theo tun hoc phng thc cng nhn
nhng ngi t doanh s cao nht. Tng h mt ci g h lm vic tt hn
v thc y h bng s cnh tranh thn thin.
T thng cho bn thn cho nhng thnh cng m bn t c nhm gi bn

lun phn u v tp trung.
Nghe bng v nhng ngi hng bin hoc c ci g lm cho bn c thm

ng lc.
Nghe nhng bi ht lc quan. iu ny cng c th thc y bn.
Cng c tm tr rng: vic bn hng, khng ch gip bn v cng ty ca bn; m

cn gip khch hng ca bn, v ci bn mang li cho h c th c ch, gip h gii
quyt mt vn no .
Xem li nhng mc tiu v tr ngi ring ca bn v tp trung vo vic ti sao bn

trin khai nhng mc tiu ny. Chc chn rng mc tiu ca bn c th t n
c. V d, nu bn tit kim tin mua chic xe mi, k ngh trong m, hay
ngi nh trong m, hy tng tng v t mc tiu trong tm tr bn. Tp trung
vo nhng mt tch cc ca ci m bn mun (cng nh cho cng ty bn). Tin ni
chung khng phi l nhn t thc y con ngi. Thay vo , mt khi bn kim
c tin qua vic bn hng, tp trung nhng suy ngh ca bn vo ci m bn s
mua vi s tin . Mi ngi c mc tiu ring ca h v chnh iu thc y
h. Mt iu quan trng l phi xc nh mc tiu ca bn s sm thnh hin thc
v tp trung vo iu .
Ginh mt t pht mng tng v lm r tm tr bn sau mt cuc gi kh

khn v bc mnh.
Hiu rng vic n lc s trc tip dn bn ti hiu sut cng vic ca mt nhn
vin telemarketing chuyn nghip. Hiu sut cng vic cao s c kt qu l phn
thng m bn ang tim kim. V th, nu bn bit ci g c yu cu t n
DIALREC
DialRec No
kt qu mong mun, bn s sn sng c ng lc y mnh nhng n lc cn

thit. Nhng n lc to ln hn s a bn n nhng biu hin tt hn v phn
thng to ln hn. t c nhng phn thng, ln lt, s thc y bn n lc
hn na. l mt vng quay khng bao gi kt thc.
Tn dng nhng mi quan h bn b v ng nghip thc y bn thn. Chia s

nhng cu chuyn thnh cng v trt b nhng mt tiu cc trong ngh nghip
hay tnh hung bn gp phi tip tc tin ti pha trc. C gng tip xc vi
nhiu ngi tch cc m h c th h tr v gy cm hng cho bn.
Thi ca bn c chuyn ti bng ging ni v ngn ng ca

bn
Mt khi c Kch bn cuc gi, bn hy th s th nghim sau y bng cch ly my thu m v

bt u tp ni. Trnh by bi ni (trong sut qu trnh tp hay ng vai) vi mt n trn khun
mt. Cng nh th, s dng ngn ng c th khi bn thc hin bi ni v nhng cm xc
tch cc ta ra t bn. Tip , tp li on cho bn ln na (cng thu m li). Tuy nhin, ln
ny, bn lm vi mt v mt kh chu v c gng khng s dng ngn ng c th. Cng nh
vy, gi cm xc ca bn trong vng kim sot.
By gi, tua bng li t u, nhm mt li, v tng tng bn l khch hng u dy bn

kia. Nghe tht cn thn c hai bi trnh by. Bn c th phn bit s khc bit trong ging ni
m thi ca bn c truyn ti khng? L ngi khch hng, th bi ni no s c kh nng
i n quyt nh mua hng sau khi nghe hn?
Bn khng c thy trong sut cuc ni chuyn qua in thoi nn ci m bn chuyn ti qua
rt quan trng. V th, thm ch nu bn trng c v ng v bn c n ci to qu c trn
khun mt trong mi cuc gi, khch hng khng th thy bn, nhng h c th nghe ging
ni ca bn v l iu quan trng v bn mun ngi cm thy vui v v cuc m
thoi.
Nu ngi gim st hi khch hng v bn sau cuc gi, l tng nht khch hng s ni
nhng t sau y:
Chu o.
Quan tm.
T tin.
C uy tn.
Nhit tnh.
Thn thin.
Chn tht/ngay thng.
C kin thc.
Tch cc.
ng tin cy.
y khng phi l nhng t n gin. t c thnh cng nh l mt nhn vin

telemarketing hay telesales chuyn nghip, th thi m bn to ra v duy tr vi vi khch
hng s lin quan trc tip n mc thnh cng ca bn. nh gi tnh chuyn nghip v
thi ca bn thn cng nh chc chn rng khch hng nhn thy c s chuyn nghip
v thi ca bn. Nu khng, bn phi thay i nhanh chng.
DIALREC
DialRec No
Vic chuyn ti cm xc v thi ng n khi bn ni rt quan trng, tuy nhin vic lng
nghe cn thn v iu m khch hng ni, c bit l khi h a ra mt lun im hay mi
quan tm, cng quan trng khng km. Trong nhng trng hp ny, trch nhim ca bn l
thnh tht by t mi quan tm, s thu hiu, v/hay s cm thng cho ci c ni n. iu
ny c th d dng thc hin bng vic by t s thu hiu, lp li hay trch ra nhng g khch
hng ni. Lun lun chn nhng t cn thn thng ip m bn chuyn i r rng v v th
bn c th to ra s ng tnh mt cch d dng gia bn thn bn v khch hng.
Bng vic chng minh kin thc v ci m bn ang bn cng nh s hiu bit v nhu cu v
mong mun ca khch hng, bn s c mt khong thi gian truyn t cho khch hng d
dng hn. V mt iu na v thi m bn truyn ti n khch hng, phi l thi
xut pht t tri tim v bn phi lun kin tr vi thi .
Bn B, nhng khng phi quy ri
Bn bit rng s mt nhiu thi gian v gp nhiu tr ngi khi xc nh trc khch hng sp
gi. Mt khi bn nhn ra mt khch hng tt, th bc tip theo l gi in v tm cch gp
ngi quyt nh. Khi lm telemarketing n cc doanh nghip, s c nhng lc khi bn gi n
mt cng ty nht nh no v bn gp ai khng c mun nghe bn ni. ng b cuc
v gch tn ngi ra khi danh sch vi.
y chnh l lc m s bn b v thi ng n s pht huy. Nu bn thng lng vi ai

v ngi khng mun tip bn v ci m bn ang bn, nhng bn bit cng ty bn gi l
khch hng c th tip tc bn hng c, bn c th mun gi li ngay sau mt lc v c
gng tm hiu vn l g. Khi bn lm iu ny, hy li cho chnh bn thn bn. Bn ni,
Ti chc hn l cha lm tt cng vic gii thch cho ng bit ci m ti cung cp, bi ti tht
s tin tng vo ci m ti ang bn s mang li li ch cho cng ty ca ng. ng cn thng tin
no t ti minh chng rng sn phm ca ti s lm li cho ng v c cng ty ca ng?
Nu bn thng lng vi mt ngi thin cn v bn hon ton kit sc vi ngi ny, hy

xem xt vic i ln mt bc cao hn v ni chuyn vi ng ch ca ngi . Bt u vic
cho hng li ln na, nhng chc chn l ngi bn mi ni chuyn ln u trong mt
trng thi tt. Bn c th nhm ln s thch th ca ai v tr cao hn trong cng ty. Khi bn
lm iu ny, bn khng mun b qua cu ni no, v vy hy c gng cung cp thng tin cho
mi ngi.
Thm ch sau khi lin lc vi vi ngi trong t chc, v l do no m khng thuyt phc
c h mua hng, nhng bn vn tin rng l mt khch hng tim nng thc s. Trong
tnh hung ny, hy lu tn h vo danh sch khch hng cn theo ui, v hy gi lin lc vi
h. Hy th gi hay fax thng tin nh k, m nhng thng tin c th nhm ln s thch th
trong h, sau gi li vi ln trong tng lai.
Mt iu rt him gp khi bn bn hng ch trong cuc gi u tin n khch hng. Hu ht

trong cc trng hp, bn s phi gi vi cuc, trong sut qu trnh bn phi tr li nhiu
cu hi v thng lng vi nhiu ngi trong t chc trc khi quyt nh c a ra. Trong
sut qu trnh ny, duy tr thi thch hp v kin nh l iu tin quyt. Nu bn kin tr vi
khch hng trong mt khong thi gian, n s gip bn minh chng rng bn s khng i u
khc v bn ng tin cy. Bn c th pht trin s tin tng ca khch hng vo bn bng vic
lm nhng g m bn ha. V d, nu ai nh bn gi li cho h trong mt tun, chc chn
rng cuc hn phi c ghi trong lch, v sau thc hin cuc gi vo thi im thch
hp. Tng t, nu bn ha s gi ti liu, th bn nn thc hin n ng thi hn. Sau tt c,
khch hng s nhn vo giai on ny ca mi quan h nh duyt trc v ci c mong
ch v dch v khch hng mt khi h quyt nh tr thnh khch hng ca bn.
DIALREC
DialRec No
Thit lp tha thun gia bn v khch hng tim nng
Thm ch trong nhiu trng hp ni m ngi bn gi n khng ng vi ci bn ni trong

khi bn gii thiu sn phm, th l mt phn ca cng vic ca ngi bn hng: to ra s
ng tnh, u tin l trong cc vn nh v sau l cc vn ln. Mi ln bn pht huy
c s hiu v ng tnh, ngha l bn tin mt bc gn n vic k hp ng.
Trong sut qu trnh cho hng, ng ngi ngn trong vic tm kim s ng tnh. V d, nu
bn ang bn qung co cho 1 doanh nghip, bn ni trn in thoi l Khi ng thc hin
chng trnh qung co ca chng ti, th n s tr thnh mt phn chi tiu hiu qu trong quy
trnh marketing ca cng ty. Nu ti c th cho ng thy lm th no m cng ty c th tng
doanh s bng cc s dng chng trnh ca chng ti, th ng c mun xc tin n khng?
ng nhin, l mt nhn vin telemarketing, bn tha bit cu tr li i vi cu hi qu r
rng ny. Nu bn c th chng minh chng trnh qung co ca bn hot ng nh th no
v s tng doanh s cho cng ty nh th no, bn bit ngi y s tham gia. Tuy nhin,
mc tiu l to c s tha thun ming vi khch hng. Thc hin iu ny nh l mt phn
ca vic cho hng s gip bn gi c dng chy ca cuc ni chuyn, tng thm s thch
th v ci bn cung cp cho h, v gip bn m bo bn v khch hng ang cng 1 pha.
tng kh nng ng tnh, l mt nhn vin bn hng, bn phi thit lp c lng tin vi
khch hng. Giao tip trong mt thi ng n, cng vi vic chng minh rng bn (v cng
ty ca bn) s bn ngi y trong khong thi gian di trong tng lai cung cp dch v v
h tr khch hng cao cp, s i mt chng ng di xy dng lng tin .
Lun nh rng mt phn cng vic ca ngi lm telemarketing l tha thun vi s chng i.
c th k c hp ng bn hng, bn s gn nh nhn c nhiu cu tr li khng
trn sut chng ng. Thm ch khi bn cm thy chn nn v kh chu, iu tin quyt l
khng nhng cm xc n c khch hng. Tng t, bn cng khng bao gi mun
tr nn tuyt vng. Khch hng m bn gi n phi cm nhn rng h l ngi u tin m
bn gi n. m iu ca bn phi lun lun ti mi. Mt cch t c iu ny l trin
khai nhiu kiu cho hng khc nhau. Trong sut mt ngy, ngh ngi gia cc ln gi c
thm s a dng v ph v ging iu nhm chn bun t ca bn. Nn nh rng mi li ni
khng l mt bc gn hn n cu tr li c.
DIALREC
DialRec No
NI TO HN! S DNG GING
6 NI NH L CNG C BN
HNG
L mt nhn vin telemarketing hay telesales chuyn nghip, c rt nhiu k nng t s kho
lo chuyn nghip m bn c hng ng dng mi ngy kt thc mt t bn hng.
Mt cng c m bn s da vo rt nhiu chnh l ging ni. y l ci s c s dng qua
in thoi n khch hng tim nng, v khch hng hin ti. Chng ny tp trung vo tt c
cc mt v vic s dng ging ni nh l mt cng c bn hng. Thm ch nu bn l mt
ngi giao tip c ging ni tt, th vn lun lun c ci bn ci thin, vi suy ngh nh l k
nng mi, s dng ging ni ca bn ng cch cn c luyn tp.
Ging ni ca bn nh hng n kh nng thnh cng nh th no
Hu nh mi ngi u nhn in thoi t nhng nhn vin telemarketing khi h ang nh.
Hy ng vai l ngi nhn nhng cuc gi y, bn c hai la chn: Bn c th cp my ngay
lp tc hay bn c th nghe ngi ta cho hng. Nhng nhn t no lin quan khi bn quyt
nh nghe ngi y cho hng? C hai kh nng c th xy ra:
Bn n ci ngi ta bn.
Bn b li cun bi ci cch ngi nhn vin telemarketing ni. Ngi y s dng

ging ni to ra mt mi lin kt vi bn.
Khi nhn cuc gi telemarketing, bao nhiu ln bn cp my ngay lp tc, bi v bn nhn ra

ngi ang ni ch n gin l c li kch bn c vit sn, h khng truyn ti c s
thch th v ci m h ang ni, v c vn c th v cch giao tip ti sao ngi y gi v
ngi y bn g?
Trong th gii kinh doanh, nhng n tng u tin l iu tin quyt! L mt nhn vin
telemarketing, ai khng th thy bn trng th no, kiu tc ca bn, bn n mc th no,
hay bn th hin bn thn nh th no, v vy ngi m bn gi ch phi da vo k nng giao
tip ca bn l ci m bn ni v bn ni nh th no. Nu bn khng th hin bn thn
ngay lp tc l mt ngi thn thin, thng minh, v mang li cho ngi nhn cuc gi ci g
m h mong ch hay cn thit, c hi ca bn gi ai trn in thoi ch cn c vi
giy.
Nu bn sp sa c mt ti mt cuc hp kinh doanh quan trng trong mt tp on ln, bn

s ngh g nu ngi m bn s gp ln u tin li mc qun jean bi v o thun d dy thay
v mt b vt c may cn thn v sch s? Ngi c th thng minh v gii giang, nhng
uy tn ca ngi y c th mt i trong bn, cng nh l kt qu trc tip v n tng u tin
ca bn l ngi khng chuyn nghip cng nh n mc khng ph hp.
Cng vi quy lut , casc nhn vin telemarketing khng ch s dng ging ni gy n
tng ban u m cn phi thu ht c s ch ca khch hng trong sut chiu di ca mi
cuc gi.
DIALREC
DialRec No
Hc cch iu khin ging ni ca bn
Din vin, pht thanh vin, nh chnh tr, v nhng ngi pht ngn t mi tng lp x hi
ginh ra nhiu nm tri tng cng v lm hon ho k nng giao tip bng ging ni ca
h bng cch thc hnh, tp luyn v o to. L mt nhn vin telemarketing v telesales
chuyn nghip, bn s dng ging ni ca mnh nh th no bin n tr thnh ti sn
ln nht ca mnh.
Ging ni ca mi ngi th c nht ging nh tnh cch v v b ngoi ca h. Nu n c

s dng mt cch ng n, n s gy n tng vi mi ngi, c nh n, cho php bn
xy dng nhng mi quan h kinh doanh tch cc qua in thoi, v gip ta truyn ti thng tin
cho mi ngi.
Kh nng thng sut ngh thut giao tip bng ging ni bao gm nhng yu t sau:
m lng (bn ni ln hay nh th no).
T vng (nhng t m bn s dng giao tip).
Pht m (kh nng c chnh xc t vng).
Tc ni (bn ni nhanh hay chm).
Truyn ti cm xc (s dng ging ni ca bn truyn ti s t tin, chn thnh,

thng minh, nhit mnh, cm hng, thn thin, quan tm, gin d, bc mnh, kh
chu, hong s, s st, phin mun, hay bt c cm xc g khc).
y l nhng nhn t then cht cn thit tr thnh mt ngi c khn nng giao tip giao
tip khn kho. Tuy nhin, kh nng lng nghe ngi khc ni cng quan trng khng km. V
mt telemarketing, mt khi bn chn la khch hng tim nng bn cho hng, kh nng
thnh cng s da trn vic bn giao tip tt th no. V d, khi bn trnh by gii thiu v
hng ha, bn c th s dng nhng t ng (t vng), m lng v cch pht m thch hp,
nhng thiu cm xc cn thit ko ngi m bn ang ni vo cuc hi thoi. Tng t, nu
bn ni qu nhanh, ngi nghe c th khng theo kp; nu bn ni qu chm, bn ang gp
rc ri l lm cho ngi khc cm thy chn. Nu ging ni ca bn thiu cm xc, th n c v
nh l bn khng quan tm ci m bn ang ni hay bn khng tht s tin tng n, iu ny
s c nh hng xu n khch hng. Nu bn s dng sai t hay r rng l bn khng bit
ngha ng ca t m bn ang s dng, bn c th tnh c mt i s hiu bit hay ni ra mt
iu gy bi ri. V th, t c thnh cng trong vic giao tip bng ging ni, tt c
nhng yu t v cch ni ny cn thit phi lm vic lin mch vi nhau trong sut mi cuc
gi m bn thc hin.
Khi ko c s quan tm ca mt ngi vo cuc m thoi trc tip, bn s dng ngn ng

c th v nt mt nhn mnh ci m bn ni l iu bnh thng. Cn khi thc hin qua
in thoi, nhng c ch v nt mt nh trn rt quan trng, bi nhng c ch s ngn cn
bn s dng ging ni n iu v bun t. Ngoi vic s dng c ch, mc d chng khng h
c thy, bn phi thm nng lng vo trong ging ni ca bn giao tip ph hp hn.
Trn thc t, trong sut cuc gi, hy thoi mi ng ln khi bn ang cho bn. S dng
headphone tay bn c rnh rang v cho bn c nhiu c ng hn, cho php bn th
hin bn thn tt hn. Nh cc din vin ginh ra nhiu tun l tp vai ca h trc khi din
lm cho nhn vt h th hin tr nn tht hn, bn cng vy, nn tp lm th no trnh
by sn phm, nh vy m s trnh by ca bn s t nhin, li cun v ng tin cy hn.
m lng
Thm m lng vo bi ni ca bn hoc thay i tng ni truyn ti nhng im quan

trng v nm bt s ch ca ai . V d nh bn c th nng cao ging hay h ging xung
mt cht th hin im quan trng nhm thm s nhn mnh.
DIALREC
DialRec No
Khi bn cho hng, hy chc chn rng khch hng khng c vn g trong vic nghe bn ni.
Nu m lng ca bn qu nh, ngi m bn ni chuyn hiu sai l do lo s, hay cng
thng hoc bn l mt ngi hin lnh. Tng t, nu bn ni qu ln, n c th c hiu l
bn l ngi hunh hoang v c on. V ch , m lng ca bn nn nht qun trong mi
cuc tr chuyn, s ln xung ca ging ni v nhng cm xc m bn truyn ti s c lc hn
l bn ngi i din vi ai ni chuyn.
T vng
Nhiu nghin cu cho thy s tinh thng ngn ng lin quan trc tip n cch m ngi y
lnh hi c trong th gii kinh doanh v i vi cp s nghip trong tng li m ngi y
c th t c. iu ny l do ngi ta s nh gi bn qua cch m bn giao tip vi h.
Nu bn ni tt, th t ng ngi khc s nh gi bn l c gio dc tt v thng minh.
Nng cao vn t vng khng c ngha l s dng hng ngn t kh hiu v nhng t xa l
trong cc cuc ni chuyn hng ngy. M iu c ngha l nng cao mt lng t vng rng
ln v bit s dng lc no v th no - thm ch l nhng t n gin nht - mt cch chnh
xc khi bn giao tip.
Nhiu ngi thng bi ri vi nhng t hng ngy, pht m sai, hay s dng sai t trong cu
bi v h khng bit ngha tht s ca nhng t . bt nng cao mt vn t mnh hn,
bn cn phi kt hp ng n nhng t mi vo trong cc cuc ni chuyn hng ngy (hay
vit) c th nh chng.
C nhiu cch tng vn t vng ca bn. n gin vic c sch! c sch l mt cch
tuyt vi c th gip bn iu . Bn cng c th hc qua t in.
L mt nhn vin telemarketing v telesales chuyn nghip, nhng ngi m bn lin lc vi

h, bao gm khch hng, ng nghip, v ngi gim st, tt c s nh gi bn qua t ng
m bn s dng giao tip. Kh nng pht m r rng v chnh xc v c kh nng iu
khin lung giao tip l iu bt buc i vi nhng ai kim thu nhp bng vic giao tip qua
in thoi. Dunham gii thch rng s phn nh ngi m bn ni chuyn, l thuc vo cp ca
t vng, y l mt k nng quan trng cn phi pht huy. lm iu ny thnh cng, bn,
l mt nhn vin telesales chuyn nghip, phi pht trin nhng k nng lng nghe, ci ny
cng l 1 phn k nng ni. Bn cn phi lng nghe ci m khch hng tim nng v khch
hng hin ti ang ni v tr li theo , Dunham ni. Nu ngi no c mt lng t vng
to ln c th ty s dng, h c th giao tip v tuyn ti thng ip bn hng d dng hn
khi h lm trong lnh vc telesales.
Ch ci thin vn t vng th khng phi l mt phng thc m bo bn tng doanh s

hay tng thu nhp ngay lp tc, nhng n l mt k nng ng gi m bn c th kt hp d
dng vi nhng k nng khc (ni thm trong chng 9) tr thnh mt ngi giao tip tt
hn v l mt nhn vin c k nng chuyn nghip hn. Bng vic khng ngng ci thin v
rn da nhng k nng th bn s thy kh nng k hp ng bn hng, tng doanh s, v gi
khch hng ca bn cng c ci thin.
Hy kt hp nhng t m chuyn ti ngha, cm xc, v c sc mnh khi bn trin khai vic

cho hng. Lun ghi nh rng c nhiu cch trnh by cng mt ni dung. i vi mi khch
hng tim nng hay khch hng hin ti, bn s gn nh cn phi ty bin hay sa li li gii
thiu ngi m bn ang bn hng c th hiu c. Tuy nhin, iu cng khng thnh
vn bi bn ang da trn nhng t bn sn phm hay dch v, hy m bo rng bn
chn t s gy c s ch v mang tnh m t cao.
Nhng cm tnh t v cm t miu t c th l cng c bn hng c lc khi bn qung b sn

phm/dch v cng vi li ch ca chng. V d, bn c th ni, ng s tit kim tin khi mua
sn phm ca chng ti. Tuy nhin, s dng nhiu t mnh hn, di y l vi cch c th
thay th c:
ng s hiu c s tit kim to ln khi ng mua sn phm ca chng ti. (You

will experience monumental savings when you buy our product.)
DIALREC
DialRec No
Bng li th sn phm ca chng ti, ng s tit kim rt nhiu tin y. (By

taking advantage of our product, you will experience substantial savings)
Cng ty ca ng s c li ngay lp tc t vic tit kim rt nhiu khi ng mua

sn phm ca chng ti. (Your company will immediately benefit from spectacular
savings when you buy our product.)
Cu no trong s nhng cu y mang tnh thuyt phc hn? Khi bn vit bn tho cho
hng, bn nn lit k y nhng li th trong danh sch. (Nu bn ang s dng MS Word,
th danh sch c xy dng trong . Di Tool c cc danh mc, bn chn Language v
sau chn Thesaurus.) m t ci g c kch c ln, th nhng t nh l Ln c th
truyn ti c khi nim , nhng nhng t mang ngha mnh hn l Honh trng, V i,
s, To ln, v Di do.
Khi chn t bn s dng, ng lng tng trc cc t, v ng bao gi s dng t m bn

khng bit ngha nhng bn cho rng t s lm cho bn c v thng thi hn. Trong ngn
ng c nhiu t vng thng b nhm ln v s dng sai. Hy chc chn rng bn bit nhng
im m bn ang c gng lm v chn nhng t ng n cho nhng lun im y. Nn nh
rng nhng t mang ngha rng v kh hiu thng khng phi l nhng t tt nht s
dng trong vic gii thiu sn phm. Trong khi i vi ngi chuyn nghip th h lun lun s
dng t ng n gin, d hiu v ng tin cy. C gng b i nhng cm t li bing trong
vn ni nh l , , h nhng ci m c th em li cm gic lo s hay cu th trong ngn
ng.
Cui cng, khi giao tip vi nhng ngi khc, s dng t m c th nm bt s ch ca

khch hng v ngi y mun nghe: tn ca ngi ! Kt hp tn ca ngi no vo trong
cuc hi thoi a ra nhn xt nh l:
John, em ni anh nghe ci ny .
John, l mt lun im hay .
John, anh c bao gi ngh n vic ?
John, hy dnh mt cht thi gian .
Cch pht m
Cng quan trng nh s dng t ng ph hp, hy chc chn rng bn pht m chnh xc
nhng t m bn dng. Vic pht m ca bn cng tt th c s nh hng trc tip n kh
nng bn c mi ngi hiu ci m bn ni.
Pht m khng ng c th t nh l vic s dng t sai. c bit l nu bn c mt bn tho

telemarketing, bn nn chc chn rng bn c ng tng t mt. Nn n vic c
nguyn m trong mi t tng kh nng lm cho mi ngi hiu, ng cc t dnh li vi
nhau khi bn ni, v ng b qua m tit. Nu bn thy bn thn cn vp mt t hay ngn
ngi khi s dng t , hy tm t ng ngha m d ni hn trong ng cnh bn bt buc phi
s dng chng.
Da trn vic bn ang u v lai lch ca bn l g, c th bn s ni vi nhiu ging khc

nhau. Hy hc cch iu khin hay thm ch b c ging bn x c th gip bn rt nhiu
khi lm telemarketing, bi iu ny rt quan trng khi mi ngi c th hiu v bit bn ang
ni ci g. Sau ht, mi ngi c khuynh hng c thin cm vi nhng ngi gn ging nh
h. Nu bn ang giao tip vi ging m ngi khng phi ging , th n s xy nn mt
ro cn gia bn v khch hng.
DIALREC
DialRec No
Tc ni
Mi ngi thng ni tc t hn 60 t mt pht. Tuy nhin, khi ngi ta cm thy khng

thoi mi hay s hi, tc c th tng n kinh ngc. Trong sut cc hot ng ca
telemarketing, c bit l khi bn c bn tho cho hng, iu quan trng l bn phi c
tc bnh thng khng qu nhanh (khin cho bn nghe c v hi hp) v khng qu chm
(lm cho bn c v nh bn c vn vi bn tho hay bn khng hiu bn ang ni g). Cch
tt nht o tc l thu chnh ging ni ca bn trong sut qu trnh bn trnh by hay
cho bn sn phm v sau nghe li, ri nh gi n. Hng ngy bn ni vi tc bnh
thng hay bn ni nhanh c th chuyn cng nhiu thng tin cng tt trc khi khch hng
cp my? N s khng bao gi nghe c v nh bn ang c (thm ch nu bn ang c theo
bn tho tng t mt) khi bn thc hin cuc gi telemarketing.
Mt vi ngi ni nhanh, trong khi mt vi ngi khc li ni chm. Mt khi bn bit tc

bnh thng ca bn l g, bn c th bnh tnh sa cha n t t hp vi ngi m bn ni
chuyn. Bn khng mun khch hng th vi bn khi bn s dng t, cm t, hay cc khi
nim m h khng hon ton hiu ging nh th hin bi ni ca bn vt qu ci u ca
khch hng. Mc d l lm cho li ni tht s c kin thc v c uy tn l rt quan trng, nhng
n cng quan trng khng km i vi vic n c n nhn ngang bng t quan im ca
ngi tr thc.
Truyn ti cm xc
Trong sut cun sch ny, iu quan trng ca vic truyn ti nhng cm xc tch cc khi bn
ni trn in thoi c lp i lp li rt nhiu ln. Th tng tng s chn th no khi bn
nhn mt cuc gi t chuyn vin telesales v nghe t 3, 5, hay 10 pht gii thiu sn phm
vi mt ging iu nht nho khng h c s hng khi, vui v hay cm xc no. iu c
nn tn ti khng? Chc chn l khng!
Ch n gin iu chnh thi v cm xc m bn truyn ti, ngha ca ci m bn ni s

nh hng n khch hng v h c th thay i nhanh chng. Tng t, nhng cm xc m
bn truyn ti phn nh ln bn l ai, lm cho ngi nghe c n tng ban u v bn.
Trong sut cuc gi, iu duy nht m ngi nghe lm l hnh thnh n tng v bn: ci m
bn ni v bn ni th no. Thm nhng li ni c cm xc cng nhiu cng tt, nh bn
c nh gi l mt ngi thn thin, ha ng, chn thnh, v thng minh.
Bt c khi no bn bn qua in thoi, bn nn chc chn l cm xc trn mt bn cng phi

truyn t chnh xc cm xc m bn ang c gng chuyn ti. Bn mun khch hng thch th
khi ni chuyn vi bn, thm ch nu h ang c mt ngy chng my tt p. S dng mt
cht bin tu trong ging ni ca bn, mt s cho bn c th hon ton chn thnh hay l bn
ang c gng la ai . Nu bn thnh tht nghe nh l bn tin tng vo ci m bn ang
ni, ngi nghe cng s d dng tin hn. Tng t, nu v tnh bn ch ni nhng t v khng
hon ton tin vo chng, ngha l bn ang lm cho khch hng c l do khng tin vo ci bn
ni.
S dng ging ni ca bn nh l mt cng c bn hng
Khi nim bt chc ngi m bn ni chuyn chnh l mt cng c ht sc hu hiu nu n

c thc hin ng n. u tin, bn phi hiu v pht trin phong cch ring ca bn
(phong cch ni chuyn). V d, bn c khuynh hng ni nhanh? Bn c chnh sa thnh mt
ging vui v v thn thin khi bn ni chuyn, hay bn khng si ni v rt nghim tc?
Di y l vi t m t cch ng x ca mt ngi khi h ni. Ci no m t ng v bn?
D chu.
DIALREC
DialRec No
Tham vng.
Kiu ngo.
T tin.
Kin quyt.
B n.
Quyt on.
Bt knh.
Thng tr.
Gy n tng.
D xc ng.
Nhit tnh.
D thay i.
Kin tr.
Hunh hoang.
ng tn trng.
Nghim tc.
im m.
Su sc.
Hy chn ba n nm t trong danh sch (hay thm vo ci ca bn) m m t phong cch

giao tip ca bn chnh xc nht.
1. __________________________________________________________________________
2. __________________________________________________________________________
3. __________________________________________________________________________
4. __________________________________________________________________________
5. __________________________________________________________________________
Mt khi bn bit cch giao tip 1 cch tng quan nh th no, khi bn bt u ni chuyn vi
mt ai qua in thoi, hy nhanh chng nh gi phong cch giao tip v nhu cu ca h.
Nu mt ngi no ni chm ri, c th ngi ny s quen thuc vi ngi cng ni chm
nh h, v th t c s nh hng tch cc ti ngi y bn nn lp khong trng gia
hai phong cch giao tip v c gng ging ngi m bn ang ni chuyn. Khi s dng ging
ni giao tip, iu tt nht l bn nn lun lun ngn gn v i vo trng tm, c bit l
khi lm telemarketing. C gng cung cp nhiu thng tin, thoi mi, to hng th, v ko ngi
tham gia vo cuc ni chuyn, v trong lc bn cung cp nhu cu, mong mun, hy vng
v nhng kht khao cho h. Quan trng hn ht, hy gi i nhng thng ip r rng v d
hiu. Nu cn thit, hy t cu hi nh l, ng c hiu ci ti ang ni khng? hay Ci
c ngha i vi ng khng?
DIALREC
DialRec No
Khng ch ni, m hy lng nghe!
L mt ngi lng nghe tt s gip bn o c thi mua hng ca khch hng, thng
lng vi nhng vng mc ca h, xy dng mi quan h, v bit khi no bt u k hp
ng bn hng. Mc d l ni th d, trnh by v sn phm, v bn, nhiu ngi thy n c
bit thch thc ngng ni v lng nghe ci m khch hng ca h ni. Bt c cuc hi thoi
no cng u c ni v ginh t nht khong thi gian tng t lng nghe h ni, v sau
tr li cho ci m h ni.
Khi 1 ngi ang lng nghe 1 ngi khc ni, ngi y tht s lnh hi c ci m ngi kia
ni khong 50%. No ca bn c th tp trung c nhiu thng tin hn l ci tht s ang
ni, chnh v th m ti sao u c ca ngi nghe d b i lan man. V vy, khi bn cho hng,
cho rng ch khong phn na ci bn ni i vo tm tr ca khch hng. V th, lp li nhng
im then cht trong nhiu cch khc nhau s lm tng hiu qu hn. Tng t, nu bn
khng hon ton lng nghe khch hng ni g, th bn ch c th lnh hi c khong phn na
ci m khch hng ni. Nu bn l ngi khng lng nghe cn thn v ngi nghe ch ng,
th nhng mi lo ngi quan trng hay suy ngh ca khch hng c th s khng th nm bt
c v iu c th dn n vic bn mt i mt khch hng.
Pht trin k nng lng nghe l rt quan trng. Cng nh nhng ci khc, n cng cn phi
thc tp. Khi ngi no ang ni, hy ch ! Tp trung vo ni dung hay ngha ca ci
ang c ni, khng cn thit n nhng li ca ngi khc. Cng nh th, ng cho php
bn thn bn sao lng bi bt c ci g xung quanh bn. Chc chn rng bn ang tp trung
vo ci ang c ni, khng ngt li ngi ni. Chun b tip theo bng cch lp li hay trch
ra nhng g c ni v ch ra cch gii quyt. Trnh by li, bng t ng ca bn, ci va c
ni n. ng ch nhc li tng t ci ngi kia va ni. Khi bn lm iu ny, bn ch nn tp
trung vo ch trc mt c ngha l, chnh hay khi nim chnh c truyn t n
bn.
Lp li ci va c ni minh chng rng bn khng ch nghe, m bn cn hiu ngi y ni

g. N cho khch hng thy l bn tht s quan tm n ngi v bn hiu ngi ang
ngh g. By gi th uy tn ca bn c tng ln rt nhiu ch ra mt vn v nh hnh
mt cu tr li thng minh. y l mt cch thc d dng cho thy s ng tnh cng nh
cm thng vi ngi m bn ang ni chuyn.
Khi ai ang ni, thm ch nu ngi ang ni dng di, bn hy c gng phn bit im
no ngi ang ni v tp trung vo vn hay ngh . Thm ch ci c ni l khng
ng, gy kh chu, hay khng thch hp, ng bao gi cho php cm xc ca bn cn tr kh
nng x l thng tin v tr li trong mt cung cch chuyn nghip. Mt iu bnh thng vi
cch hnh x ca con ngi khi h chng i v th bo khi ai ni nhng iu m h khng
ng tnh. L mt nhn vin telesales chuyn nghip, khi c bt ng, bn cn phi hiu iu
, phn tch n, v chuyn i n thnh s ng tnh nh vy bn mi c th bn hng. Hnh
ng v phn ng theo cm xc khng cho php bn lm iu .
S thch hp hn nu bn ginh ra mt cht thi gian gi im lng (hay ngng mt lc) v ngh
v cch phn hi l s ni g tip theo, c th gii quyt l t cu hi, tr li cu hi, v c th
tm dng khi cm xc bt u khng cn kim sot c. Mt ci dng ngn c th to thm
nh hng n ci m bn s ni v c th dc s dng cho bn mt vi giy lm sng t
cc kin trong u bn trc khi tr li khng ph hp hay thng tin khng ng.
Nu n c thc hin ng n, tr thnh mt ngi nghe ch ng c th mt nhiu cng

sc cng nh s ch nh khi bn ni, c bit khi bn ko ai vo vic bn hng. C nhiu
cch thc hin iu ny, nhng gip ngi cm thy thoi mi bng cch ni ln
kin ca h hay t nhng cu hi, s dng cu khng nh nh l, John, l mt lun im
tuyt vi hay l mt cu hi hay, John.
DIALREC
DialRec No
Trong sut qu trnh gii thiu sn phm v khi bn mun tc ng c khch hng, hy
khuyn khch ngi khch nn ni. Hi nhng cu hi m v thu ht nhng kin, tng l 1
cch hay.
Kim tra m thanh ging ni ca bn
Trong sut qu trnh cho hng, hy nh gi ging ni ca bn v chc chn rng n c s

dng mt cch tt nht. V d, hy hi bn thn:
Bn c chuyn ti thng ip ca bn mt cch thnh cng khch hng nghe v

hiu?
Bn c din t trong ci m bn ni v c kh nng thit lp (cho ngi nghe

nm c) nhu cu v to c s thch th v sn phm/dch v ca bn?
Bn c nhit tnh v hiu bit v sn phm hay dch v ca cng ty bn?
Bn c ni vi tc c th hiu c, s dng cc khong ngng khi cn thit,

chuyn ti thng ip m khng h ni lm bm?
Bn c truyn t nhng cm xc thch hp? Bn c thm vo nhiu ging iu v

m iu khc nhau trong ging ni lm bn thn thm phn th v lng
nghe?
Bn c ginh thi gian lng nghe khch hng ca bn ni g khng?
C phi tt c trang thit b ca bn (bao gm ca headphone) ang hot ng tt

khch hng ca bn c th nghe d dng hn? V d, nu headphone khng
c ci t ng hay microphone c khong cch khng thch hp vi ming,
khch hng s khng th nghe bn ni)
Nhng li nn trnh
Sau y l mt vi li thng gp trnh, da trn nhng ni dung c m t trong chng

ny:
1. iu khin m lng ca bn v th bn ng ni qu nh hay qu to, khi bn tnh c

to ra n tng sai v bn.
2. Tc ni nn gi nguyn nh th bn ang ni chuyn trc tip vi khch hng. V d,

thng th ngi ta hi hp, ngi ta thng ni qu nhanh. iu ny ph v uy tn ca
bn v nh hng n c hi ai s lng nghe li bn gii thiu v sn phm. Hy ci
thin bn thn.
3. ng bao gi s dng nhng t m bn khng hiu ngha hay ngi bn ang ni chuyn
s khng hiu. Nu t khng thch hp trong cuc ni chuyn th bn ng s dng n.
4. ng nn ni lp, b qua cc m tit, hay dnh cc t li vi nhau khi bn ni chuyn. iu

ny s lm khch hng kh hiu hn rt nhiu.
5. ng s dng sai hay pht m sai t, v n c hi cho uy tn ca bn.
6. Trnh s dng t vi ngha khng mang tnh xy dng.
7. ng bao gi cho php thi c nhn c truyn ti trong ging ni ca bn hay trong
cm xc ca bn khi giao tip qua in thoi v khi ni chuyn vi khch hng. Thm ch
nu bn c mt ngy ti t hay bn ang ni nng hay gin d, khi bn thc hin vic
DIALREC
DialRec No
telemarketing, th cm xc ca bn nn l thn thin, vui v, chn thnh v cun ht. Mt

trong nhng li t nht m bn c th mc phi l liu lnh bn hng. Hon ton ng v
vic hi bn hng, nhng nu ging ni hay hnh ng ca bn tr nn d di, th iu ny
c th lm mt i mt khch hng.
8. ng ngt li ngi bn ang ni chuyn. Khch hng tin rng s rt quan trng khi ni ln
kin ca hay t mt cu hi, th nhng g m ngi phi cng s quan trng vi bn.
ng bao gi l i hay b nhng g h ni.
9. Khi c gng bt chc ging ni ca khch hng, bn nn khn kho. Bn khng mun
nhng hnh ng ca bn c th b hiu sai l lng m.
10. Khi tha nhn ci ngi ni hay tr li cu hi, bn mun lp li ci ngi y ni

chng minh l bn hiu. Tuy nhin, nn trnh li thng gp ca vic lp li nguyn vn
tng t ca li ngi y va ni.
11. Trong khi gii thiu sn phm, bn c th s gp rc ri khi lm khch hng lng tng nu
bn s dng qu nhiu t l v qu nhiu t mang tnh k thut. m bo l bn nm chc
trnh kin thc ca khch hng trc khi s dng cc thut ng k thut gy kh hiu.
S dng nhiu t l v thut ng k thut s khng t ng lm cho ngi (nhn vin
telemarketing) tr nn thng minh hn.
12. ng bao gi s dng loa khi gi in thoi bn hng di hnh thc no. Ngoi vic m
thanh d, iu ny cn to khong cch v s sao nhng gia bn vi khch hng.
Cui cng l nhu cu hay mong i v sn phm/dch v m bn bn s tc ng n quyt

nh mua hng, nhng bn trnh by sn phm v giao tip tt vi ngi m bn c gng bn
hng chc chn s nh hng n s thnh cng ca bn. Gi y bn xc nh c mc
tiu hon ho cho sn phm hay dch v ca bn, trin khai thng ip bn hng, chnh sa
thi thch hp, v hc mt vi b quyt v vic s dng ging ni bn hng hiu qu,
trong chng tip theo, bn s c bit cch ni tt c cc bc ca qu trnh telemarketing
li vi nhau t lc chun b cho mi cuc gi n lc k c hp ng bn hng v xy dng
mi quan h lu di vi khch hng.
DIALREC
DialRec No
7
LCH TRNH LM VIC CA
NHN VIN TELEMARKETING
Mi nhn vin telemarketing v telesales chuyn nghip u c lch trnh lm vic. Khi bn trin
khai lch trnh lm vic ca ring bn, iu quan trng l bn phi nhn vo bc tranh ln s
lu di. Khi cn nhc iu ny, lch trnh telemarketing tng th ca bn s l bn sn phm
hay dch v mt cch thnh cng bng cch s dng in thoi v gii quyt vn hay p
ng nhu cu ca khch hng.
Tuy nhin, i vi mi cuc in thoi bn thc hin, bn cng phi c lch trnh ngn hn. Lch
trnh ny s l theo di cn thn mi bc i ca qu trnh telesales v hy chc chn rng bn
s ch mt cch thn trng n tng chi tit. Chng ny tp trung vo vic trin khai lch
trnh lm vic ngn hn i vi mi outbound sales call m bn thc hin. N s a bn i qua
mi bc trong quy trnh telemarketing mt khi bn tht s sn sng bt u gi in. Trong
nhng chng trc, mi nhn t trong quy trnh telemarketing c tch ri ra gii thch.
By gi, nhng nhn t ny s kt hp li vi nhau v c t trong mt trt t logic bn
s hiu tt hn v vng xoay bn hng - l quy trnh m cc telemarketer thc hin vi mi
cuc gi h thc hin.
Da trn sn phm hay dch v m bn s bn, lch trnh telemarketing ca ring bn c th

thay i cht t, v th khi bn c chng ny, hy bt u nh hnh lch trnh ty bin ca
ring bn nhm p ng nhng nhu cu ca chnh bn. Nh bn s thy, vi bc c m t
y c cp nhng phn trc trong cun sch ny. By gi bn c th cc
thng tin trong mt vin cnh bn nhn vo bc tranh ton c hn.
Ci m bn sp sa c l 16 bc bn s i qua i vi mi outbound sales call. Nu bn ang

lm inbound telemarketing, th c mt vi bc bn s khng cn ng dng. Vo thi im bn
sn sng theo nhng bc ny, bn nn bit sn phm v dch v bn ang bn v han thin
li cho hng. (Chng 4, chng 8, v chng 9 s gip bn to ra v chnh sa bi gii thiu
sn phm ca bn. Nu bn c vn trong vic bit kch bn telemarketing cho ring bn, bn
nn xem xt vic thu mt ngi vit kch bn chuyn nghip. Chng 9 cho bn mt danh
sch vi cng ty chuyn v vit kch bn cho inbound v outbound telemarketing.)
Bc 1: Xc nh Ngi no/Nhng cng ty no s mua sn

phm/dch v ca bn
Trc khi bn bt u gi in bn sn phm hay dch v, hy tm hiu tt c nhng g m

m bn bn. Bn s thy d dng hn bn sn phm/dch v nu n l ci m bn tht s
tin tng. Mt phn ca vic tm hiu v sn phm/dch v gm c m rng s hiu bit chi tit
v khch hng tim nng ca bn, ti sao h cn sn phm/dch v ca bn, lm th no m
sn phm/dch v ca bn c khch hng mc tiu s dng, v vn hay nhu cu g bn c
th p ng v bn sn phm/dch v cho h.
Khi bn cn nhc ngi nghe mc tiu, hy tp trung vo nhng tnh cch, nhu cu, v thi
quen mua sm c th. Ty bin li cho bn ca bn c th p ng c khch hng mc
tiu ca bn. (Chng 4 tp trung v vic xc nh ngi nghe mc tiu v trin khai thng
ip bn hng cho sn phm/dch v ca bn).
DIALREC
DialRec No
Nu bn bn trc tip n khch hng ca bn, hy tp trung vo phn chung nht ca cc

khch hng ny bn c th d dng hng n h. Khi bn xc nh ngi nghe mc tiu,
hy xem xt gii tnh, tui, thu nhp, tnh trng hn nhn, v tr a l, thi quen mua hng,
s nghip, dn tc, hay bt c nhng mnh nh d liu m c th gip bn xc nh tt hn,
v hng mc tiu n nhng khch hng l tng.
Khi bn bn hng n cc doanh nghip, bn cng mun xc nh khch hng mc tiu bng
cch tp trung nhng nhn t nh l ngnh kinh doanh hay mng m h ang lm, ngnh
ngh, quy m, v tr a l, doanh s hng nm. Bn cng hiu v nhng khch hng d nh
ca bn, bn s hiu c nhu cu v mong mun ca h hn khi bn cho bn sn phm cho
h.
Bc 2: Thm d
Mt khi bn xc nh c khch hng mc tiu, bc tip theo l nh v nhng c nhn hay

cng ty v chung danh sch nhng khch hng tim nng. tit kim thi gian, nhn lc,
v nng lng, th khi bn tht s bt u thc hin cc cuc gi, bn nn u t thi gian v
tin bc trong vic m rng danh sch khch hng tim nng nht trong danh sch m bo
nhng iu sau:
Nhng khch hng tim nng trong danh sch i din cho khch hng mc tiu
ca bn.
Thng tin trong danh sch ca bn l ng thi im v chnh xc. Nu bn c t l

30% khng chnh xc trong danh sch ca bn (iu thng xy ra), khi bn bt
u gi in, th 30% thi gian ca bn s b hao ph v bn lin lc vi nhng i
tng khng tt. Nn nh: danh sch ca bn cng chnh xc chng no th s
cuc gi ca bn cn phi thc hin ( gp nhng ngi a ra quyt nh) cng
t chng y.
Bn c tn ca ngi mua hng thch hp cng nh s in thoi ca ngi .

c bit khi bn cho cc cng ty nhng cng ty m bn ang hng n th
iu quan trng l bn phi tp trung n lc bn hng vo ng ngi: ngi a
ra quyt nh. Thc hin vic cho bn n bt c ngi no khc s ph thi gian
ca bn. Nu bn khng th c c tn ca ngi mua qua nghin cu s b (khi
bn n cc cng ty) th t nht bn cng bit c chc danh ca ngi a ra
quyt nh cho ci m bn bn.
Cc khch hng tim nng m bn lin lc phi c kh nng mua sn phm/dch v

ca bn. Nu ngi m bn bn hng khng th mua c th khng c l do g
xem h l khch hng mc tiu c.
Bn bit vng xoay kinh doanh ca khch hng tim nng v khi h c khuynh
hng mun mua hng ca bn nht.
Khi bn pht trin danh sch khch hng tim nng cng nh nhng ngi tim nng nht, bn
hy nhn vo nhng i th chnh yu ca mnh v t hi bn thn khch hng ca nhng i
th ny l ai. Ai ang s dng sn phm/dch v ca h v h lm th no thnh cng
trong vic tip cn c ngi nghe mc tiu? Nu bn chn cch thuyt phc khch hng ca
i th, mt trong nhng mc tiu b sung l thuyt phc nhng ngi hay cng ty chuyn
sang s dng sn phm/dch v ca bn. V th, mt phn ca vic cho hng cng phi gm
c tt c nhng li ch, c quyn, v tit kim chi ph, v d th, m bn c th em li phi
nhiu hn nhng i th cnh tranh.
Ngoi vic kho st cc i th cnh tranh, pht trin danh khch hng tim nng ca ring
bn th hy ngh v nhng ni m bn c th tm thng tin v cc mi lin lc thch hp vi
ngi nghe mc tiu ca bn.
DIALREC
DialRec No
V d, bn c th lin lc vi ngi mi gii danh sch (mt cng ty bn danh sch tn/khch
hng tim nng). Bn c th khm ph rng mua v thu danh sch di hn t tp ch, bo,
hay newsletter l ph hp hay danh sch th tn t mt t chc kinh doanh no s c thng
tin v nhng khch hng tim nng hon ho. Danh b in thoi, s sch cng cng, danh b
cc ngnh kinh doanh, v nhng ngun khc cng c th c ch khi bin son danh sch khch
hng tim nng ca bn.
Bc 3: u tin nhng khch hng m bn ang hng n
Mt khi bn m rng danh sch khch hng tim nng, hy phn tch cn thn. Nu cn thit,
bn hy lm mt vi nghin cu b sung v nhng c nhn hay cng ty ny khi bn bt u
gi in bn cng c th bit v nhng ngi m bn gi n. T h tr cho mnh vi kin thc
v khch hng mc tiu, bn s c th xem li danh sch khch hng tim nng v ly ra tn
mt vi c nhn (c th nu bn ang bn n cc cng ty) m sp mua sn phm m bn
bn. Nu bn ang hng n khch hng, d liu phn chung nht ca h r rng l c ch
hn tn ca hc khi a ra s xc nh ny.
Trc khi gi in, hy xem ht danh sch khch hng tim nng v ly ra nhng ngi tim
nng nht m c th mua sn phm/dch v ca bn v gim bt cng sc telemarketing bng
cch ch lin lc vi nhng ngi c cht lng nht thi. Qu trnh chn lc ny c th mang
tnh ch quan mt cht. Khi bn nhc in thoi, bn mun bit ngi hay cng ty bn gi
c thm nh trc theo cch no . V th, thay v thc hin cold calls vi tt c nhng
ngi l mt, thc t, bn ang thc hin nhng warm calls n nhng ngi l mt bn bit
h c nhu cu v mong mun khng xc nh c v sn phm/dch v ca bn.
Bc 4: Pht trin vic bun bn mi
Cc cng ty mun tng doanh s v ci thin dch v khch hng thng s dng telemarketing
theo nhiu cch khc nhau. Ngoi vic s dng cold call (hay warm call) sinh ra mi bun
bn mi t khch hng tim nng m bn cha tng lin lc trc y (ngi bit rt t hay
hu nh khng bit g v cng ty bn) bn cng c th s dng telemarketing c c cc
mi kinh doanh lp li t nhng khch hng hin ti v/hay tng cng mi quan h vi nhng
khch hng m bn thit lp trong qu kh.
Telemarketing l mt cng c cc k hiu qu sinh ra li nhun mi hay b sung, nhng khi

bn gi in thoi v nh v ngun lc ca bn cho vic telesales, bn vn phi xc nh cn
thn mc tiu ca bn l g. C phi bn ang tm kim thm nhiu khch hng mi? M rng
vic kinh doanh t nhng khch hng hin ti? Thuyt phc khch hng ca i th chuyn
sang s dng sn phm/dch v ca bn? Mi mc tiu s yu cu cch cho hng v cch tip
cn hon ton khc nhau, do hy xem xt lm th no telemarketing c th c s dng
cho s pht trin cc mi kinh doanh mi v to ra k hoch mc tiu thch hp.
Bc 5: Chun b cho mi cuc gi
Khi bn ngi vo bn, nhn chm chm vo chic in thoi v chun b quay s ca khch
hng u tin, iu quan trng l vic chun b trc cho mi cuc gi. S chun b ny gm
c:
Bo m bn xc nh khch hng ng v c thi ng n (xem chng

5).
DIALREC
DialRec No
C kch bn gii thiu sn phm, ghi ch v sn phm/dch v ca bn, v thng tin

v mi khch hng tim nng trc mt bn.
C thng tin v nhng g m i th cnh tranh ca bn ang cho hng v bn

phi chun b thuyt phc khch hng tim nng v cc li ch ca ci m bn
ang bn.
C mc tiu c xc nh r rng trong mi cuc gi c th m bn s thc hin.

V d: mc tiu thm nh trc mt khch hng tim nng v thit lp cuc hn
trc tip; bn hng qua in thoi; hay sn sinh s thch th v sau theo st
khch hng bng vic gi catalog; bn xut; hay thng tin khc?
To ra mi trng tht tt cho cng vic telemarketing ca bn. Chc chn bn s

c th tp trung 100% s ch vo khch hng m bn ang gi. B qua nhng
s sao lng c th xy ra. Nu cn thit, hy ng v kh ca phng ca bn
v/hay yu cu th k bn tm ngng nhng cuc gi n.
m bo l headphone ca in thoi c kt ni vo in thoi v hot ng

tt (nu bn s dng headphone)
Bc 6: Quay s c tin: Gi in thoi
Qua s nhng tri nghim v nhng ci m bn ang bn, bn s khm ph ra rng mi cuc
gi bn thc hin s theo mt vng xoay bn hng c th: thng qua nhng ngi gc cng
(th k, tip tn, vv..vv..), ri gp ngi a ra quyt nh trn in thoi, cho hng, gii
quyt nhng vng mc, k hp ng, v lm thm nhng cng vic cn thit khc. Cho d
danh sch khch hng tim nng ca bn tt n u th nhng cuc gi ca bn a s u b
t chi hoc khng th n c nhng ngi c quyn ra quyt nh ph hp. Telemarketing
l mt tr chi cc con s. phn khc trong cun sch ny, bn s c nhiu chin lc
gii quyt s t chi, gp c ngi cn gp v lm th no hng n thnh cng.
Khi bn gi n mi khch hng tim nng, mt trong ba iu s xy ra:
1. Bn s gp mt ngi gi cng. Ngi ny c th l th k, tip tn, ngi trc tng i,

hay l tr l ca ngi m bn ang c gng gp. Mc tiu tc thi ca bn l thng
qua ngi gi cng ny bn c th ni chuyn trc tip vi ngi a ra quyt nh.
Nu bn khng chc ai ngi a ra quyt nh, bn s cn phi thu thp thng tin t
ngi gc cng bng cch t nhng cu hi. (Xem bc 7 trong chng ny)
2. Bn s c voice mail ca ngi a ra quyt nh. Da trn tnh hung ny, chc chn bn
s mun li mt thng ip vui v v buc ngi khch hng gi li cho bn. Hy c
gng to thm s khn cp trong thng ip ca bn v lp li tn cng nh s in thoi
ca bn hai ln, chc chn rng ngi ang nghe thng ip ca bn s nm c iu
. Nu bn lm vic cho mt trung tm mi gii vic lm v bn ang gi khch hng
thng bo ngi v ng vin m bn ngh ph hp khch hng ca bn thu ngi
, thng ip voice mail ca bn c th theo cch ny:
Xin cho ng Smith. Ti l Ellen Bendremer t trung tm mi gii vic lm XYZ. Ti gi n

v ti bit ng ang mun thu mt tr l kinh doanh. C mt n xin vic mi nm trn
bn ca ti m ti tin l ngi ny rt thch hp cho s tm kim ca ng. C ta c 6 nm
kinh nghim vi cng vic tng t cho mt trong nhng i th cnh tranh ca ng v
nhng ngi gii thiu ca c ta tht s rt n tng. Xin ng vui lng gi li cho ti cng
sm cng tt, chng ti c th ni v ng c vin ny. ng c th gi cho ti vo s
(617) 5551234. Mt ln na, ti l Ellen Bendremer t trung tm mi gii vic lm XYZ v
ng c th gi cho ti s (617) 5551234.
DIALREC
DialRec No
Nu, sau khi bn li thng ip voice mail, m bn khng nhn c hi m, chc chn
bn s phi gi li. Khi bn c vn lin lc vi ngi cn gp, i khi tt nht l bn nn
gi trc hay sau ngy lm vic bnh thng. y l lc m nhng ngi gi cng khng c
vic lm v ch cn nhng ngi qun tr, nhng ngi m c thng xuyn i lm sm, v
tr, v thng l h tr li nhng cuc in thoi n ca h.
Mt iu quan trng rng bn nn kin tr trong trng hp bn li hai n ba thng

ip voice hn l lm phin khch hng. Hy chc chn l lng thi gian cho mi cuc
gi. Vi mi thng ip, bn cn phi to ra 1 s tip cn sng to nm bt c mi
quan tm ca khch hng. V d, trong thng ip th ba, bn c th ni, Ti c gng
lin lc vi ng vi ln ni vi ng v (chn thng tin ngn gn v sn phm/dch v).
Nu ng khng phi l ngi m ti nn ni chuyn, vy ng c th vui lng cho ti thng
tin lin lc ca ngi thch hp v tn v s in thoi c khng
3. Bn s thng qua ngi a ra quyt nh thch hp v c th cho hng (xem bc 8

trong chng ny)
Bc 7: Gii quyt nhng ngi gc cng
Trong nhiu trng hp, thng qua ngi gc cng l thch thc u tin trong bt c cuc gi
bn hng no. Mt ngi gc cng c th l th k, tip tn, tr l ring, hay bt c ai tr li
in thoi v quyt nh v vic lm th no chuyn in thoi cho bn.
C nhiu cch khc nhau gii quyt vn ny (mt vi iu c m t trong chng 11).
Bn s khm ph mt vi chin lc ph hp vi bn, da trn tnh cch v phong cch ca
bn v ci m bn bn. (Trong chng 12, bn s c mt bi phng vn vi chuyn gia
telemarketing Barry Maher, ch tch ca Barry Maher & Associates. Chin lc ti u ca ng
vt qua nhng ngi gc cng l chn cch tip cn n gin v trc tip. ng ta hi gp
ngi quyt nh bng tn ca h, nh l ng ta bit ngi v mong mun ni chuyn
vi h. V d, ng ta c th ni vi ngi gc cng, Xin cho, ti l Barry. Ti gi n gp
Bob.)
D cho bn chn cch tip cn no i na khi thng lng vi ngi gc cng, bn nn lun
t ra chuyn nghip v thn thin. Sau ht, nhng ngi gc cng c quyn cung cp bn
thng tin v chuyn my cho bn n ngi cn ni chuyn. Thng th h qun l lch lm vic
ca ngi a ra quyt nh v xc nh nhng cuc gi no s c chuyn my v sp xp
nhng cuc hn. Nhng ngi ny cng c quyn khng cho bn ni chuyn vi ngi m bn
cn gp.
ng e ngi t nhng cu hi tm hiu s tht khi bn ni chuyn vi nhng ngi gc cng

v nh h gip . Gii thch bn l ai v ti sao bn li gi n, sau hi tn ca ngi m
bn s ni chuyn vi h. Bn c th hi liu ngi gc cng c th khi no l thi im tt
nht ni chuyn vi ngi a ra quyt nh khng (cho rng hin ti ngi khng rnh).
Bc 8: Lin lc v ni chuyn vi ngi a ra quyt nh
Okay, bn hon thnh khu chun b, bn vt qua c nhng ngi gc cng, v by gi

bn nghe c ting alo ht sc quan trng t ngi a ra quyt nh. Bn ni ci g v lm
th no th hin bn thn trong sut nhng giy pht tip theo l mt iu ht sc quan
trng. Bn c th hoc bt ly s ch ca ngi a ra quyt nh v gi h trn in thoi
lu bn cho bn, hoc bn c th nhn c ci cp my ngay lp tc.
S gii thiu tt nht l gii thiu trc tip. Gii thiu ngn gn v bn thn l cng ty m bn
i din, sau hi khch hng tim nng liu ngi c th ginh cht thi gian ni
chuyn. Gi in thoi l iu u tin hng u trong mt ngy ca bn, nhng i vi ngi
DIALREC
DialRec No
m bn gi in th li khc, bn c th ct ngang cng vic ca h, v th bn nn th hin s

lu tm. Da vo phn ng ca khch hng trong nhng giy u tin ca cuc gi, hy c
gng xc nh dng tnh cch ca ngi ny v tm hiu cng nhiu cng tt v con ngi ny,
nh vy bn c th chnh sa li ni ca bn c th p ng c nhu cu ca h.
Sau , s dng mt hay hai cu bn hng m gy ch nht trong kch bn ca bn. N c

thit k hng s ch ca khch hng v khin h phi lng nghe. Nhng cu ny nn
tm tt bn l ai v bn lm g. im ny, bn c th nhn mt trong nhng s phn bc
sau:
Nu ngi no ni mt cch th l rng, Ti khng thch th bn hy lch s

hi, ng khng thch ci g ? S dng cu tr li gi ngi trn in thoi
v tip tc li ni ca bn.
Nu khch hng ni, Gi cho ti thng tin i, bn s tr li bng cch hi, Ti c

th gi thng tin g gip ng a ra quyt nh ng?
Nu ai ni, Ti bn v ti khng th ni chuyn lc ny, bn nn hi thi im

no tt hn bn gi li. C gng xc nh c cuc hn qua in thoi, sau
khng nh li li ch m bn mang n cho ngi .
Mt khi bn gii thiu bn thn, hy ni r ti sao bn gi in thoi, v xc nh khch hng

c ang sn lng nghe ci m bn ni khng, v hy chc rng bn ang ni vi ngi a ra
quyt nh. Bn hy trnh by bi ni ca mnh mt cch t tin. (xem bc 9)
Bc 9: Trnh by li gii thiu sn phm ca bn
Nh bn bit trong chng 4, c mt thng ip bn hng ng n v vic trnh by hp l

l iu tin quyt. Mc tiu ca bn l chuyn ti thng tin v sn phm hay dch v ca bn
mi th bn ni phn no khi dy c nhu cu hay mong mun ca khch hng; hoc bng
cch no gii quyt mt vn m khch hng ang phi i mt. Tp trung vo li ch ca
ci m bn s mang n.
Mt phn ca vic cho hng cng s gm c vic t nhng cu hi m bn c c hi bit

thm v khch hng tim nng cng nh nhu cu ca h. Bn mun chng minh ci m bn
mang n l mt s kt hp hon ho cho nhng nhu cu . gip bn lm iu ny, bn
s cn lm vic thng qua vic xy dng mi quan h vi khch hng. iu ny c th c
thc hin bng nhiu cch v d, bng cch xy dng nhng im chung gia bn v khch
hng vi t cch c nhn.
Cng thi im bn ang bn sn phm hay dch v n khch hng v thu thp thng tin s
gip bn c c khch hng , bn s dng thng tin ny tip tc p ng nhu cu ca
h. Bn cn bit khch hng c nhu cu v sn phm/dch v v c tin tr cho n, v bn
ang thng lng vi ng ngi m a ra quyt nh mua hng. Mt khi bn bit y chnh
l c hi, th mt phn mc ch ca bn l thuyt phc khch hng v c c s chp thun
mua hng t pha h.
Bc 10: Kt thc th
Mt khi bn chng minh c nhng gii php bn mang li v c c s chp thun t

pha khch hng v ci m bn ang bn, bn hy th nghim vi s kt thc th. Nu iu
ny c tc dng, tuyt bn va mi bn c hng. Nu bc th nghim ny khng c tc
dng, th n s cho php bn thy c thm s phn bc no m khch hng c v gii
DIALREC
DialRec No
quyt chng. im ny, bn cn phi c lp v tp trung vo mi s phn i ng thi gii

quyt n trc khi bn chun b kt thc vic bn hng mt ln na. (Chng 8 s chng minh
vic lm th no ng dng nhng cch kt thc ban u tt nht trong ln cho hng v
tho lun v vic lm th no v khi no chng c s dng mt cch thch hp)
Bc 11: Thng lng v gii quyt tt c cc s phn bc
Bn s khng cn phi lun lun t nhng cu hi xc nh khch hng phn i iu g.

Khng cn phi gi , ngi khch hng s t ra nhng cu hi, kin v mi quan tm ca
ring h trong sut qu trnh bn ni. Bn cnh nhng s phn bc, thng l lin quan n
tin bc hay gi c, cng s c rt nhiu nhng li phn bc thng gp s c lp i lp li
da trn ci m bn ang bn. i vi mi li phn bc, bn hy tin liu trc v vic lm th
no thng lng vi h v chun b lm vic trc tip vi mi khch hng gii quyt
nhng khc mc ca h - trong cng mt lc.
Trong sut qu trnh by, bn hy theo nhng bc cn bn:
1. Xc nh mi li phn bc.
2. Nng cao s hiu bit v li phn bc; t cu hi.
3. Chng minh s hiu bit v mi li phn i bng cch lp li iu cho khch hng theo
ngn ng ca bn.
4. Cm thng vi khch hng.
5. a ra gii php cho li phn bc .
6. Ly c s chp thun t pha khch hng.
7. Gii quyt s phn bc tip theo hoc c gng kt thc bn hng.
mt im no trong li ni ca bn, gia vic trnh by nhng gii php ca bn v tip

tc i n kt thc bn hng, bn s cn phi tho lun v tin bc. Tuy nhin, trc khi chi ph
v sn phm hay dch v ca bn c a ra, bn phi trong mt v tr mnh m hn nu
nh khch hng ng rng h mun hay cn ci m bn mang li cho h.
Khi tho lun v gi c, c vi cch m bn c th kt hp, da trn s thch c nhn v ci m

bn ang bn. Mt cch tip cn l ni iu g tip theo cu chuyn, V y l tin tt
lnh trc khi bt u v gi c, bn nn gi cho h bit rng ci m bn mang n cho h
hon ton c th trang tri c hay thm ch l c th tr gi c da trn ci m khch
hng c th c c t sn phm. (chuyn vin Telemarketing Barry Maher bn v mt trong
nhng cch tip cn a thch ca ng y nhm thng lng gi c trong chng 12)
D cho bn ang mang li sn phm hay dch v mc gi cnh tranh rt cao hoc bn bn vi
gi u i, nhng nu bn c nhiu s la chn cho khch hng lun l mt chin lc tt. Bt
u bng vic c gng bn gi cao nht. Nu bn nhn c s t chi (bi khch hng
khng th xoay x ni vi gi m bn a ra), hy h mc r hn. V d, nu bn ang bn
sn phm hay dch v mang tnh di hn, hy bt u bng vic c gng bn hp ng 5 nm.
Nu khng hiu lc, bn hy c gng bn cho c hp ng 3 nm.
Thay v phi mt i mt hp ng bn hng, bn hy chun b hp ng 2 nm hay thm ch l

1 nm. Bn ch nn a ra nhng gii php r hn ch khi bn bit r rng khch hng hon
ton t chi ci m bn cung cp cho h trc , v vn chnh m h phn i l gi c.
Bn cng c th tha thun bng cch a ra cho h gii php l chit khu tr trc, chit
khu tin mt, k hoch chi tr, hay vi mu chi tr khc.
DIALREC
DialRec No
Sau khi ch ra mi vn hay li phn bc, bn hy c gng kt thc th v lp li quy trnh

ny cho n khi bn kt thc vic bn hng hoc bit r rng bn khng th bn hng c
cho h.
Bc 12: Kt thc
D cho bn lm inbound hay outbound telemarketing, th mt quan trng nht ca cuc gi

chnh l kt thc vn . y l mt bc ca cuc gi m dn trc tip n vic bn c
hng. (Chng 8 s c bit tp trung vo vic kt thc bn hng v cuc ni chuyn v mt
vi chin lc khc nhau m bn c th s dng hon thnh n)
V mt telemarketing, kt thc y cng khng hn c ngha l bn c hng. Mc tiu ca

cuc gi c th l thit lp mt cuc hn trc tip hay gi hi khch hng v cc thng tin
yu cu b sung. S kt thc ca bn y thin v t c mc tiu ca cuc gi, hay t
nht, hng khch hng quy trnh gi in trc khi kt thc bn hng. Mc ch ca vic kt
thc l t c s cam kt t pha khch hng v bin i ngi khch hng tim nng tr
thnh khch hng tht s ca mnh. Bn, l nhn vin bn hng, phi n ng thi im v
hi khch hng mua ci m bn em li cho h, cho d l bn thuyt phc ngi y ri. Mt
trong nhng nguyn nhn ln nht ti sao mt chuyn vin bn hng mt mi bn hng bi v
h khng ht thc ng lc thch hp, mc d phn cho hng, cng nh thng ip bn
hng v thi ca ngi y hon ton t yu cu.
Nu khch hng tim nng ng mua sn phm/dch v, bn hy nu vic chi tr c th

c thc hin qua in thoi bng vic s dng th tn dng (nu c th c). Nu khng,
bn hy sp xp bn hp ng v bn tha thun bn hng khch hng k, sau bn s
sp xp vic chi tr vo ng thi im cn thit. Nn nh rng mt khi bn chuyn ngi
khch hng tim nng thnh khch hng tht s ca bn, hy chc chn rng bn phi nm
c thi c bn hng cho d thi im hin ti hay tng lai gn. Bng vic mi cho, bn
c th khuyn khch khch hng mua nhng sn phm/dch v lin quan, hay bt c th g
khch m c th tng gi tr ca vic bn hng v ci thin kh nng ch ra nhng nhu cu ca
khch hng.
Bc 13: Chm dt cuc gi
D cho bn c th kt thc vic bn hng qua in thoi hay khng, th c mt thi im khi
cuc gi cn phi chm dt. Hy vng l bn s c th lm iu ny bng cch cm n khch
hng v vic t hng v ni vi khch hng l bn cm kch ngi nh th no. Cch khc,
bn nn lm r rng bn ang tm mt mi quan h lu di khi cuc gi ca bn i n hi kt
thc.
S dng vic kt thc ny c kt li bt c vic g cha han tt, xem li nhng im mu

cht ca cuc ni chuyn (hay vic bn hng) vi khch hng hay khch hng tim nng, v
sau tho lun v bc tip theo s l g. V d, nu bn va mi bn c hng, bn hy
khng nh rng bn s chuyn hay fax hp ng lin quan ngay lp tc v rng bn s gi li
hi thm v n. Sp xp mt thi im thun li cho cuc gi ny.
Bn cng c th s dng thi im ny xem li lm th no m sn phm hay dch v ca

bn c th c s dng bi khch hng mi v ni v vic ci g s xy ra tip theo. V d,
bn c th cn phi sp xp mt ngi ci t n gp khch hng hay sp xp phn phi sn
phm cho h.
Cui cng, trc khi cho tm bit, bn hy chc chn rng khch hng bit lm th no c
th lin lc vi bn. Hy li tn v s in thoi. Bn cng nn km theo name card hay
thng tin lin lc trong bt c th t vit tay no.
DIALREC
DialRec No
Khi bn ni tm bit, hy chc chn rng h s c s lu tch cc n bn, cho d bn c kt

thc bn hng c hay khng. Ngi ni chuyn trn in thoi vi bn s li mt thng
ip l h thch ni chuyn vi bn.
Bc 14: Gi in Tm tt v Hon thnh
iu u tin m bn cn phi lm l trc khi gi in cho khch hng no th hy vit ra

nhng ghi ch chi tit v cuc gi, trong khi thng tin vn cn mi trong u bn. Gi ng
ngy, gi, ngi m bn ni chuyn, ci g c tho lun, v nhng hnh ng tip tc cn
phi lm. Nhp thng tin trong c s d liu khch hng tim nng ca bn.
Bt c lc no vic theo st khch hng lun l iu cn lm, bn hy chc chn rng vic
c thc hin vo thi im thch hp, d cho l fax hay gi thng tin thm, lm mt k
hoch mi, hay thc hin nhng cuc gi tip theo thi im xc nh trc.
Nu bn mi va bn c hng, bn hy lp tc hon thnh nhng giy t cn thit, v hp

ng, tha thun bn hng, vv..vv, v chuyn giy t n khch hng tim nng lp tc qua
fax, dch v a tin, hay chuyn th qua m (nh FedEx). Nu bn ang thng lng vi
mt cng ty, m iu ny c th cn thit t c mt n t hng ca h. Tt c iu
ny phi c thc hin trong thi im thch hp, bi bn mun c ch k ca khch hng
trn hp ng trc khi ngi c c hi thay i ngh.
Bc 15: Nhng dch v gi tr gia tng
Mt khi bn bin mt khch hng tim nng tr thnh khch hng tht s, th iu quan trng
l bn phi gi lin lc vi khch hng xy dng mi quan h. Mt cch thc hin iu
ny l mang n nhng dch v gi tr gia tng. Cung cp, h tr, gip khch hng s dng
sn phm/dch v ca bn, sn sng tr li cc cu hi, v thc hin nhng cuc gi thm hi
theo nh k bit c khch hng ca mnh nh th no. Bt c vic g bn c th lm l
ci thin nhng mi quan h vi khch hng v iu ny s gip bn c c nhng ln bn
hng mi trong tng lai, pht trin lng khch hng c, v c c nhng ngun khch hng
c gii thiu t nhng ngi ny.
Bc 16: Tm kim khch hng thng qua ngi gii thiu
Mt iu lun c li cho bn khi l nhn vin telemarketing khi hi v khch hng c gii
thiu hay nhng c hi bn hng mi. Da trn dng sn phm/dch v bn ang bn v i
tng m bn bn sn phm , mt khch hng tim nng c th gii thiu cho bn gi mt
ngi thn, mt ngi bn mt trong nhng cng ty con hay nhng n v khc ca h.
Thi im thch hp hi khch hng gii thiu l sau khi r rng rng ngi khch hng tim
nng m bn ang ni chuyn khng thch th lm v sn phm ca bn. Vo thi im ny,
thay v ch n gin chm dt cuc gi, bn c th hi, ng c bit ai c th cn n sn
phm ny ca chng ti khng?
Mt thi im thch hp khc hi khch hng gii thiu l sau khi bn hnh thnh mt mi
quan h lm n vng chc vi khch hng. Nu khch hng nim n trong mi quan h vi
bn, ngi y cng s vui v gii thiu vi ngi bn, i tc, ngi lm chung
DIALREC
DialRec No
em tnh trc quan vo li cho hng ca bn.
Mt cch ph bin kt hp tnh trc quan vo li cho hng l m bo rng khch hng
tim nng nhn c ti liu bn hng trc khi thc hin cuc gi. Sau , trong khi bn thc
hin bi gii thiu ca mnh, bn c th cp trc tip n nhng ti liu .
Khi bn bn nhng thnh phm gi tr cao hay cho hng mang tnh k thut, mt cch c th
thc hin tt l kt hp bi gii thiu vi my tnh. V d nh to ra mt ti liu PowerPoint.
iu ny c thc hin bng cch mi khch hng tim nng vo thm website ca bn v
xem qua cch trnh din trn PowerPoint (v d nh hnh nh, th, bn , v nhng danh
mc)
Cch ny c th b sung s nh hng rt ln n tng bi ni ca bn, trong khi chi ph rt

thp. Nh mt s la chn, bn c th gi e-mail bi gii thiu, ti liu gii thiu, hay mt bn
d tho c th trc , trong khi, hay sau khi gi in thoi.
DIALREC
DialRec No
8
KT THC BN HNG
D bn ang kinh doanh lnh vc no th doanh thu lun l mi quan tm hng u. C l bn
dng telemarketing tm kim nhng khch hng mi, pht huy cc ng li kinh doanh
v gi lin lc vi khch hng thn thit nhm tng thm doanh thu. To ra doanh thu cao thc
s rt quan trng. Bn bit rng phi chuyn khch hng tim nng thnh khch hng tht s,
nu khng cng sc bn lm telesale l v ch.
Kt thc bn hng cng l mt k nng. N bao gm nh gi khch hng tim nng, lng
nghe nhng phn hi v li cho hng ca bn, hi nhng cu hi, v cm nhn c s quan
tm ti sn phm/dch v ca bn. C nhiu cch to ra 1 li cho hng c hiu qu v trnh
by cc thng ip cho khch hng tim nng, v cng s c nhiu k xo m bn c th
kt hp hon tt hp ng. Sau cng, bn cn t tin v thoi mi trong sut qu trnh cho
hng v kt thc hp ng, lm c iu ny bn cn phi c 1 li cho c s chun b
trc.
Chng ny tp trung vo s quan trng ca cch tip cn khch hng. Da vo cc kt qu

ca nhng n lc telemarketing, nhng mc tiu ca bn c th t c ngay trong cuc gi
(bng cch nhn 1 n t hng, ha n thanh ton, vv). Mc tiu ca bn c th l tp hp
y thng tin t khch hng tim nng theo th t nh gi ngi y, gi nhng ti liu
hay thit lp 1 cuc hn kinh doanh c nhn. Nhng k thut kt thc hp ng s gip cho
bn t c mc tiu
Kt thc hp ng: Lm ngay t lc bt u
Trong sut mi cuc gi, bn ni ci g, bn th hin ci bn ang bn nh th no, v bn

phn hi li nhng thc mc nh th no, tt c c th nh hng ti vic kt thc hp ng.
Qu trnh ny c thc hin ngay khi bt u cuc gi, trc khi nh gi khch hng tim
nng, cn chc rng bn s ni chuyn vi ngi quyt nh, v hiu r nhu cu ca khch
hng.
Tuy nhin, trc khi bt tay vo chin lc, chc chn rng bn c y thng tin cn
thit. Xc nh rng, bn ang bn cho ng ngi quyt nh. Trong sut qu trnh , bn
mun bit thi im no khch hng c th a ra quyt nh, ai c cp n trong qu
trnh a ra quyt nh, thi quen mua hng ca h l g, v nhng g cn lm nm c
hp ng. Bng cch hi v xc nh ci m khch hng tim nng cn, bn s c trang b
tt hn, trnh by thuyt phc hn. Trang b nhng thng tin chnh xc, bn c th to ra
nhng k thut kt thc hp ng m bo thnh cng hn.
Ch ti tn hiu mua hng
Nh bn bit, mi cuc gi telemarketing u theo mt khun mu, iu ny bao gm nh

gi trc ngi m bn sp ni chuyn, sp ni li cho hng, sp gii quyt nhng phn bc,
v sp hon tt hp ng. Trong sut mi khonh khc trong mi cuc gi, nu l mt ngi
telesale chuyn nghip, hy ng trn phng din ngi quan st v d tm du hiu mua
hng.
Tn hiu mua hng c th r rng hoc cng c th m h, iu ni rng khch hng quan
tm n nhng g m bn ang bn nh th no. Khng c chuyn khch hng tim nng ni
DIALREC
DialRec No
rng: Okay, ti c th k u y? Ti mun mua sn phm ca ng! khi bn ang cho

hng. Thng thng bn s nhn c nhng du hiu tim n nhiu hn, iu ny c lin
quan ti s quan tm ti khch hng tim nng.
Lc u, sau khi bn ni li gii thiu khi u v gii thch ti sao bn gi in m h vn cn

tip tc nghe in thoi, th l mt du hiu mua hng tim n. Trong sut qu trnh cho
hng, du hiu mua hng c th l 1 mt li bnh lun tch cc, nh l, Tht ch?; N c th
lm c th sao? hay l iu tht l th! khi bn ang ni n nhng im mu cht
hay c tnh ca ci m bn ang bn.
Khi mt khch hng tim nng hi nhng cu hi tch cc th c th coi rng l mt du hiu
mua hng v cn c i x cho ng. V d, khi bn ang gii thiu, th khch hng tim
nng hi v gi c hay v ti chnh, l 1 du hiu r rng rng bn nm c s quan
tm ca ngi . Thm vi cu hi m h c th c nh : Sn phm ca anh c mu xanh
khng?; Nu ti t hng, th khi no ti nhn c hng?; hay Chit khu l bao nhiu nu
ti mua s lng ln? Nhng kiu cu hi ny u mang tn hiu r rng rng khch hng
tim nng ang quan tm ti nhng ci bn ang bn. Cng vic ca bn l ch ra v tip tc
pht trin s quan tm .
Th xc tin hon tt hp ng
Trong li cho hng ca bn c vi im m bn cn lm r chim c s quan tm nht

nh, bn cn phi th xc tin kt thc hp ng. Mc d th xc tin kt thc hp
ng c th dn n s mua hng, n c s dng o lng mc quan tm ca khch
hng tim nng ti cc im khc nhau trong sut qu trnh cho hng ca bn.
Phng php th xc tin kt thc hp ng c lin quan ti s ng hin ang tn ti

trong khch hng tim nng. iu ny c th c hon thnh d dng bng cch hi 1 lot
cu hi, n s gi ln 1 s phn hi tch cc hay 1 s ng . Khi bn cho hng v cung cp
thng tin, bn nn hi nhng cu hi nh: Anh c ng ch?; iu ny c ngha vi anh
khng? hay Anh ang ngh g th? Khi bn nhn mt s phn hi t vi cu hi ny, n s
cung cp 1 tn hiu r rng rng bn ang i ng ng hng ti kt thc hp ng.
Khi bn nhn c 1 li phn hi tiu cc th y chnh l du hiu ca 1 s phn bc cn c

a ra v gii quyt. V d nh sau khi bn m t v vi c tnh v sn phm/dch v, bn hi
n y anh c theo kp ti khng? v khch hng tim nng tr li rng Khng, lc bn
phi tr li t u ngay, xc nh nguyn nhn ca s ri rm ny v lm cho n d hiu hn.
Khi bn tr thnh ngi dn u v kt thc hp ng th bn ch mun khch hng tim
nng ca mnh b mc trong 1 chui cc phn hi tch cc lin quan ti ci m bn bn.
Ty thuc vo ci m bn bn, cho d l bn gp c ng ngi, cho hng, v to c

s quan tm v hng th to ln v ci bn cung cp, nhng bn s khng bao gi kt thc
c hp ng ngay qua ln gi u tin. C th ni l khng bao gi vic bn hng c thc
hin ngay, v th th xc tin hon tt hp ng trong sut cuc gi l rt quan trng gii
quyt c nhng phn bc, cho d phn bc c lin quan ti lch gi, to ra mt cuc gp
c nhn, hay gi ti liu cho h. Tip tc hi nhng cu hi to ra nhng phn hi tt v gii
quyt nhng vn pht sinh trong sut mi cuc ni chuyn. Nhng vn ny c th c lin
quan ti gi c, s lng hay ngy nhn hng Mi ln bn nhn c s ng v 1 vn
l bn tin 1 bc gn hn ti vic kt thc hp ng.
To ra gi tr thy
Khi trnh by bn hng mt mc tiu cn phi t c l to ra gi tr cho ci bn bn

trong tm tr khch hng. H phi tin rng ci m bn bn c gi tr, l nhng th m h xc
DIALREC
DialRec No
nh l cn, nhng th m h thc s mun. Cng vic ca bn l lm cho sn phm/dch v c

gi tr cao nht c th, bng cch ch trng vo nhng c tnh hay li ch m khch hng thy
thu ht, quan tm nht hay c ch nht. Bng cch to ra nhng gi tr cao v c th thy
c, bn s t nhn c nhng phn bc hn trc khi bn v gi c.
Nu ci m bn ang bn m khch hng khng thy c gi tr hoc khng p ng c

nhu cu ca h th c hi hon tt hp ng l rt thp hay hon ton khng c.
C bao nhiu ngi chu b tin ra mua th m h khng cn? Nhng c mt b phn khch
hng tim nng s mua sn phm dch v ca bn, l do bn gii thch r rng rng ti sao
nn mua th, v ri nhng kt qu tch cc tim n s c nhn thy.
Cch x l ng n nhng phn bc l 1 phn quan trng trong bt c cuc gi telemarketing

no. Khi bn x l thnh cng s phn bc, th kt thc hp ng s tr nn d dng hn. Do
, khi 1 tr ngi c a ra t pha khch hng, hy nhanh chng x l n v bin n thnh
1 s tch cc, v t bn tng thm c s ng ca khch hng. V d nh, nu c ai
ni gi c l tr ngi, bn hy hi, Gi c c phi l iu lo lng duy nht ca ng? Nu ng ta
tr li l Khng, hy xc nh tip nhng iu lo lng khc ca ngi y sau bn c th
gii quyt tng ci mt trc khi tip tc cho hng. Cn nu cu tr li l ng, th bn c
th hi: Nu chng ti ng vi mc gi m lm ng hi lng, ng c mong mun mua ngay
trong ngy hm nay khng? Mt ln na bn tm kim s ng v li ha. V lc ny hy
bn v gi c v c gng to ra gi tr thy c cho sn phm/dch v ca bn. Khi iu ny
c hon thnh, theo sau l s dng k thut hon tt hp ng.
Cc mu hon tt hp ng
Nh bn sp tm hiu, rng bn c th dng nhiu kiu k nng hon tt hp ng khi bn

hng qua in thoi. Mt vi k nng c miu t y c th ty chnh phc v tt hn
cho sn phm/dch v ang bn. y c xem l mt chin lc khn ngoan c cc
chuyn gia telemarketing giu kinh nghim ng dng thnh cng trong nhiu hon cnh khc
nhau.
Mu Anh s mua hng ca ti ch?
i khi vic hon tt hp ng cng cc k n gin. Sau khi cho hng, bn ch cn hi: Ti
sao anh khng th n nh? hay Anh s mua hng ca ti ch? sau ch i cu tr li. Sau
khi ngh trc tip v vn mua bn, khng cn quan tm n cch bn din t cu hi
nh th no, iu bn cn lm l im lng v ch i s phn hi. Nu c tip tc ni trc khi
h tr li th s d dn n lm mt hay tr hon cuc mua bn. Trong trng hp cu tr li c
trin vng, c th kt thc hp ng ngay. Nu khng, th hy dng c hi ny tm ra s
phn bc cui cng v gii quyt n.
Hon tt hp ng theo kiu BEN FRANKLIN
Mt cch khc, c v hi t m hn, lin quan n vic trnh by tt c iu thun v mi iu

chng nm trong li cho hng ca bn. Nu iu thun nng k hn iu chng, th vic
mua hng s l hin nhin. i lc cng l mt tng hay gi chn khch hng, vch ra
hai ct, mt cho iu thun v mt cho iu chng, v lit k chng ra trn giy trong khi ang
tip chuyn vi h qua in thoi.
Kiu kt thc Khng quan tm
Khng phi cuc gi no cng kt thc bng vic mua bn. Mt kiu tr li thng thy t pha
khch hng l: Ti khng hng th. Khi nhn c nhng li nhn xt tng t nh vy, hy
hi li ngay: Anh khng hng th vi phn no? v ginh th ch ng. Bn cng c th a
DIALREC
DialRec No
ra li nhn nh nh l: Cng c nhiu khch hng ngay lc u ni rng h khng quan tm.
Xin hy ti gii thch cho anh ci iu lm h i .
Kiu kt thc Win-Win
i khi, mt kiu kt thc hay dnh cho trng hp c lin quan ti vic cho php khch hng
chn la hai trng hp win-win. Mt khi bn bit h c quan tm, rng buc h vo vic
mua bn, bn c th hi: Anh mun nhn sn phm ngay ngy mai hay th su ti? hoc
Anh thch mu mu hay mu xanh?
Kiu gi b kt thc
L mt telemarketer, i khi bn thy rng cch hon tt hp ng tt nht c lin quan ti

vic gi b hon tt. Trong trng hp ny, bn hy t ra thi nh l xong hp ng,
rng bn bn hng, d bn cha c c s rng buc no t pha khch hng. V d, nu
bn bn qung trn bo, bn c th hi khch hng bt u k hoch qung co ca h nh:
Vy th anh mun mc qung co ni v ci g? hoc l Tun ti hay thng ti l thi im
tt nht ng qung co ca anh?
Mt kiu bin tu khc ca gi b hon tt hp ng l trnh by li cho hng ri sau ni:

No chng ta hy bt u lm vic vi nhau trn giy. Ai s k bn tha thun ny y? iu
ny c hon thnh trc khi bn tht s nhn c mt rng buc chc chn t pha khch
hng. Mt s khch hng hp vi cch ny v k tn vo giy. Mt s khc c th khng ng
vi li ngh ca bn, v th sau bn cn phi cch ly v vt qua nhng li phn bc
nhiu hn na trc khi c gng kt thc hp ng ln na.
Kiu kt thc C (Yes)
Nh bn bit s quan trng ca vic c c s ng v s rng buc trong sut qu trnh

cho hng ca bn. Kiu hon tt C c lin quan ti vic hi mt lot cu hi m bn bit
chc s nhn c cu tr li l C (Yes). Sau khi bn nhn c mt lot cu tr li C, th
cu tr li khng mua hng tr nn kh khn i vi khch, bi v l h xc nhn l h
cn/mong mun c n. V d, nu bn bn qung co trn bo, bn c th hi: Anh c mun
vic cng b ca chng ti gip anh c c nhng khch hng m anh ang tm kim
khng?; Anh c quan tm ti vic tng thm doanh s v khch hng khng?; Anh c ngh
rng qung co ca anh c th s hiu qu lp tc v khch hng s n ngay sau ? hay l:
Anh c ng rng y l mt hot ng truyn b qung co sinh li cho cng ty anh
khng? Mt khi bn nhn c nhng cu tr li C, lc bn cp n vic k hp ng
v to ra mt s rng buc, n tr mt quyt nh logic t pha khch hng.
Kiu hon tt Hy dnh phn quan trng vo pht cui
Gi c thng l nhn t ng ch khi thc hin vic bn hng, Mt cch hon tt hp

ng l khng cp n gi c cho n khi kt thc vic cho hng, v ch ni khi khch hng
hi n. Trong sut qu trnh cho hng, nu khch hng hi v gi c, th l du hiu mua
hng. Hy tr li, tuy nhin, nn tr li nh th ny: Ti ang dnh phn quan trng nht
vo pht cui. Hy xem chng ta c hp vi nhau hay khng ?. Sau , khi bn chun b
bn v gi c, hy hi l: Nu gi c ca sn phm/dch v l mt vn nhy cm, anh c
sn lng tip tc khng? Khi khch hng tr li C, hy bn v gi c. Nu h ni Khng,
hy trng tm vo nhng vn v s phn bc trc khi bn v gi c.
Nu c ai ni mc gi m bn a ra qu cao, mt cch phn hi c th c dng hi

li l: C phi cht lng ca ci m ti mang n khng xng ng vi mc gi mong mun
ca anh khng, hay ch n gin l anh khng kh nng v ci m ti ang bn? Da trn
cu tr li m bn b sung li cho hng cho ph hp.
i khi cch bn gii quyt nhng tr ngi c th c kt qu trc tip trong qu trnh bn hng
(c khi l mt khch hng). V d, s quan tm ca khch hng t ti nh cao, nhng h li
DIALREC
DialRec No
c mt li bnh lun mang tnh tiu cc nh l: Khng c cch no anh c th a ti hng

mu trc th ba u! bn c th bin s tiu cc tim nng ny thnh mt du hiu mua
hng bng cch hi: Gi s ti c th a hng mu cho bn vo th ba. Anh c tha thun
vi ti vic mua hng khng? V by gi bn chuyn tiu cc thnh tch cc v n cha
c mt s rng buc.
Kiu hon tt m phn
Hon tt hp ng thng lin quan ti s tha thun. Khch hng tim nng c th s khng
sn lng mua chnh xc ci bn bn, c th l v s lng hay v gi c. Khi iu ny tr nn
nhy cm, thay v mt hon ton hp ng, hy c gng th xc tin hon tt hp ng. Thay
v cung cp hp ng dch v cho mt nm, hy th tin hnh trong su thng. Bn s c thi
gian hon tt hp ng khi s tha thun c chp nhn. Nu bn chng minh c gi tr
ca sn phm/dch v, trc mt l hon tt vic cho hng v sau nui dng ngi
bng cch xy dng mt mi quan h tch cc lu di.
Kiu kt thc ng lm lng ph thi gian ca ti
Sau khi bn hon tt li cho hng, ch ra c nhng li phn bc, v thc hin nhiu cuc
gi bn hng cho mt khch hng tim nng, bn c th vn cha th kt thc hp ng bi v
khch hng s dng nhiu sch lc tr hon. Cch ny c th thch hp to mt s rng
buc nh l: Ti khng mun lng ph thm thi gian ca anh v ti. Anh c quan tm v vic
mua sn phm/dch v ca ti hay khng? Tt nhin, iu ny cn c thc hin trong khng
kh thn thin v chuyn nghip, v bn s tm thy c vi cu tr li quyt nh.
Chin thut h tr hon tt
Cho d bn dng cch no hon tt hp ng i na, th nhng chin thut di y s

gip cho bn m bo thnh cng hn:
Khi hon tt hp ng bn hng, iu quan trng l truyn t c s t tin v

nhit tnh. Trong qu trnh cho hng, nht l lc bn ang cp ti vn kt
thc hp ng, ng bao gi tr nn yu ui hay khng chc chn vo bn thn.
Cch m bn dng th xc tin hon tt hp ng v cch thng thng phi

c bn ging nhau. S khc bit ln gia hai cch l th xc tin hon tt hp
ng c lin quan n vic chc chn rng khch hng c hiu r bn trong sut
thi gian bn trnh by, v vic hon tt hp ng s n sau khi bn ch r ra
ht nhng phn bc. V th, th xc tin kt thc hp ng c th tr thnh
hon tt hp ng tht s bt c khi no.
Mt khi bn c c s ng vi mt vn (hoc vt qua c mt tr ngi),

hy dng li v tip tc ci tip theo. ng a thm thng tin g ht, iu c
th s mang li mt kt qu khng mong i. Nu khch hng chun b mua, hy
dng vic cho hng v t hng. ng i hi thm.
Khi ang gii thch iu g, c bit l cch vn phc tp hay c lin quan ti k
thut, ng bao gi hi: Anh c hiu khng? Ngi khch hng khng mun b
xem l thiu thng minh. Thay vo hy ni l: Ti khng chc l gii thch
tt. Ti c lm cho anh kh hiu khng? iu ny s t gnh nng v s thiu
hiu bit ln bn.
Nu bn ch ra r v gii quyt ht tt c cc iu lo ngi ca khch hng, bn

ang l ngi cm li. V nu c g cn tr, th s l s phn bc cn c
tip tc gii quyt.
Mt li thng mc phi ca cc chuyn vin telesale l ch cho n cui cuc gi

ri mi cp v chuyn mua bn. Nu bn lm nh vy, bn s hon ton khng
DIALREC
DialRec No
bit l do ti sao khch hng li ni Khng (nu bn nhn c 1 li t chi). V

th, bn phi tr li v xc nh chnh xc s phn bc, sau bt u t vch
xut pht. Nu bn hi nhng cu hi m c th xc nh c nhu cu, v bit
cch lm th no sn phm/dch v c th tha mn nhu cu , sau ly
c s ng , v bn s c nhiu c hi tt hn kt thc hp ng. ng ch
c kch bn. Hy tc ng ti khch hng cng nhiu cng tt trc khi kt thc
hp ng.
Ngay khi bt u cuc gi, hy lm cho sn phm dch v ca mnh lun c gi tr.
ng bao gi cho khch hng ngh rng gi c l tr ngi ln nht. Khi cc nhn
vin telemarketing lm nh vy, h thng cm thy bn khon, a ra nhng
chit khu hay nhng khuyn khch v ti chnh trong khi khng cn phi dng n
chng hon tt hp ng. Nn nh rng n l gi tr.
Phi hiu rng khng ai mun mnh b ng mua bt c th g, v h thch mua

mt cch thng minh. Cng vic ca bn l gip h trong vic mua hng, cho
h cm thy rng vic tht s c kt qu.
ng ngh rng s phn bc l mt s tiu cc. Thay vo hy hc t n. Hy

tm ra bn lm sai ci g v ci thin li cho hng nh th no, chun b cho
ln ti.
Hy nh lun bit cch ng bin theo nhng cch kt thc hp ng m bn ln

k hoch, da trn hon cnh v tnh cch ca khch hng. ng ch lp i lp li
nhng g bn hc trong sch v. Kt thc hp ng da trn s ng bin ca phn
trnh by cho tng khch hng c th. Bt c khi no c th, hy dng cch t vn
lm pht trin hn mi quan h.
Hy l ngi phn tch nhng cu ni v tm kim s r rng t pha khch hng. V

d, nu khch hng tim nng ni rng: y khng phi ng l ci m chng ti
tm kim, v hy hi l ci chnh xc m h mun tm l g. Nu bn nhn c
cu tr li i loi nh: iu ny c v nh kh hp l hy hi: V mt no th
c v hp l v mt no cha? Khi ai ni, Mc gi ca bn khng nm trong
phm vi ca chng ti. Hy p li rng: Xin hi phm vi ti chnh hay ngn sch
ca anh l bao nhiu? Mt khi bn hi bt k mt cu hi g, hy im lng v lng
nghe cn thn cu tr li.
Mt iu quan trng nht m telemarketer cn phi nh l vic bn hng cha kt

thc cho n khi hp ng c k v vic thanh ton c thc hin. V th khi
bn hon tt bn hng qua in thoi, bn phi thng nht c vic thanh ton.
Khi khch hng ng mua ci m bn ang bn, bn ch c khong thi gian
ngn c c ch k trong hp ng v thanh ton c thc hin. S thch th
ca con ngi v ci mi c th nhanh chng qua i. Hy chm sc vic ny ngay
lp tc. Khi bn nhn c s cam kt v vic mua bn, ng gi cho ngi
ngay. Thay v , lm vic trn giy v theo st ngi khch hng mi ny.
telemarketing thnh cng th mt qu trnh bao gm kt hp cc k nng v k thut trnh

bao qut t c nhng kt qu mong i. By gi bn c mt nn tng c bn ca
nhng vn c lin quan trong ton b qu trnh telemarketing, bn cn phi bt u hon
thin nhng k nng cho ring mnh, kt hp kin thc v kinh nghim, cng thm kinh nghim
hc t ngi khc. Chng ti s tp trung vo vic lm th no hon thin nhng k nng,
m bn s cn tr thnh mt chuyn vin telesale c k nng cao v thnh cng.
DIALREC
DialRec No
9 KCH BN TELEMARKETING
T thi im m bn gi li cho v t gii thiu mnh vi khch hng hoc tip nhn v gii
p cc cuc gi t khch hng thn thit, hay mun thu thp thm thng tin t khch hng,
th cch ng p ca bn l yu t chnh to nn thnh cng ca chin lc telemarketing. D
bn kinh doanh mt hng no, th vic chun b tt mt kch bn hay mt li cho hng s lun
gip bn hon thnh tt hn cng tc telemarketing. Nh bn bit t chng 6, nu ch n
gin l c kch bn th khng th bn hng thnh cng c. Mun hot ng telemarketing
hay telesales chuyn nghip bn cn phi luyn tp truyn t cc thng tin t kch bn mt
cch sng to v hp dn n ngi nghe.Thc t cho thy, to ra s tng tc trong i thoi
gia i bn l rt cn thit, v cch din t ca bn nh hng ln n quyt nh ca ngi
mua.
Vic son ra mt kch bn hiu qu rt khc so vi vic vit mt l th thng mi. Chng hn:
cch din t v vn phong bao trm kch bn cn phi vui ti, ng iu gn vi li tr chuyn
thng ngy. V ngi c kch bn khng ch n gin l c m phi din t sinh ng
khi gii thiu sn phm ti ngi nghe.
Chng ny s tp trung ni v cc cch pht huy kch bn telemarketing mang li kt qu

nh cho bn. Mc d mi kch bn c th khc nhau, ty theo sn phm hay dch v m bn
cung cp, nhng u c chung mt s thnh phn quan trng v mang phong cch c trng.
y chng ti a ra cc phng php son ra mt kch bn hiu qu, lit k mt vi a
ch lin h c th gip bn pht trin thm kch bn ca mnh. Thm vo chng ti cng
a ra mt vi v d thc t c cc telemarketer hay call center s sng thnh cng bn
c theo di v phn tch. Sau y l mt s mu c ch thch y thng tin nhm
gip bn hiu c cc im nhn v phng thc ct li.
Ai nn vit kch bn telemarketing cho bn ?
Kch bn telemarketing do bn pht trin cho chnh bn hay cho cng ty bn cn c nhng ni
dung sau:
Gii thiu v bn v cng ty vi khch hng
Ni r l do ca cuc gi
M t v truyn t thng tin v sn phm hay dch v
Gii thch nhng c im v cc li ch m sn phm hay dch v mang li.
Chng minh rng sn phm/ dch v c th gii quyt c vn khch hng

ang mc phi.
Kch bn c vit r rng, y v d hiu.
a vo cc tnh hung phn bc c th c t pha khch hng trc khi h kp

cp ti
Kin tr, tp trung xc tin hon tt hp ng hay t nht cng c th t c

vi ch tiu ra (v d nh c c mt ci hn hoc thu thp c mt s thng
tin)
DIALREC
DialRec No
hon thnh tt cc nhim v trn, bn nn tm n mt vi ngi c kin thc lin quan n

phn ni dung bn cn th hin, nhng ngi ny c th l cc chuyn gia marketing, nhng
ngi gii vit lch hoc trc tip lm cng vic telemarketing. D sao th chnh nhng
telemarketer mi l ngi th hin phn kch bn v tc ng ti khch hng. Mt kch bn
telemarketing hay khng phi n gin do bn ngh ra m n i hi qu trnh th nghim, xem
xt k lng, i km vi cc phng thc giao tip ph hp (xem chng 4) v chn ra cch tt
nht truyn ti thng tin. L tng hn, bn phi cn n mt i ng dy dn kinh nghim
v thng tho nhiu chuyn mn khc nhau to nn kch bn telemarketing y thng tin
v cc tnh hung, m bo t c mi mc tiu ra. Sau , bn cn kim chng li xem
mc tc ng ca n n khch hng c nh bn mong mun hay khng.
Vit th thng mi, thng tin qung co, hay l thng co bo ch... rt khc bit so vi vit
mt kch bn telemarketing, mc d cc thng tin c bn ging nhau nhng cch dng t v
ng iu c th to nn s khc bit rt ln. Hy th c to mt l th thng mi bn nhn
c gn y, hoc mt on vn trong cun catalog no tnh c chp c v xem no:
C gi s bn ang c nghe chng qua in thoi, bn c cm thy t nhin, thy thu ht v
d hiu khng? Hay l bn thm ch chng bun ti n? Cu tr li c l chng tch cc g
u, n gin l v chng vit ra l c, khng phi nghe.
V th, vit nn mt kch bn telemarketing sc li cun ngi nghe l c mt ngh thut,

ta nh vit tiu thuyt hay lm th vy. N i hi kin thc, k nng v s luyn tp. Nu
bn cha bao gi th sc vi chuyn ny, nhng li khao kht mun bt u cng vic ca mt
telemarketer, c l bn cn xem xt n vic thu mt chuyn gia gip bn son ra ton b
hoc chnh sa li phn kch bn bn t vit ra trc .
Trong phn sau ca chng ny, bn s c theo di ni dung bi phng vn ngi Robert
Kaufman, ch tch hi ng qun tr cng ty ScriptingPower (203) 229
0025/www.scriptingpower.com), Connecticut-based. ScriptingPower l mt cng ty chuyn bin
son kch bn telemarketing cho cc cng ty ni ting ang tm kim phng php hn ch
nhng c gc my, gi chn khch hng trn in thoi, nng cao doanh s, khuyn khch
khch hng t cu hi v duy tr s tng tc qua li gia i bn trong mi cuc i thoi
V bn s nghim thy rng, vic u t hp l thu mt chuyn gia gip bn vit kch bn
telemarketing c th ci thin mnh m hiu qu cc n lc marketing ca n v mnh.
Cho d bn lm telemarketing inbound hay outbound th phn kch bn cng u quan trng
nh nhau. Bn cnh ScriptingPower, cn c hng t, thm ch hng trm cc chuyn vin v
cc t chc chuyn son tho kch bn telemarketing lun sn sng t vn ngn hn gip
bn t c mc tiu. Trong trng hp bn nh thu mt tng i bn ngoi m nhn
cng vic tm kim nhu cu cho cng ty mnh, th cng c th c hoc khng vic h lm vic
trc tip vi bn pht trin ni dung kch bn bn a ra. Hin nay, nhiu cng ty qung co
cng c nhng hot ng theo hnh thc ny.
Sau y l mt s cc cng ty chuyn son tho kch bn telemarketing :
5-Star Telemarketing ((732) 8428126/www.5star-telemarketing.com).
Advisory Group ((916) 9743511/advisorygroupmkt.com/html).
InCredible English ((800) 9948409/www.incredibleenglish.com). 10 Top Chap

10.p65 5/19/2003, 10:41 AM 158Telemarketing Scripts / 159
Phonedamentals ((888) 7388388/phonedamentals.com).
Sarno Services ((757) 4270738/www.sarnoservices.com).
DIALREC
DialRec No
Cc phn chnh ca mt kch bn telemarketing outbound:
Mc d cc kch bn cho telemarketing c khc nhau, nhng vn c nhng im c bn chung.

im c bn chung thng thy trong mt kch bn outbound telemarketing thng bao gm :
Li gii thiu: ng nht bn v cng ty ca bn: Nh ni theo dng Xin cho, ti

l John Smith, ti gi n i din cho cng ty XYZ xin gii thiu n bn
Li nhn nh khi gi s hng th (a.k.a The Hook) Trong vng 15 giy (mt
hay hai cu ni) , bn phi thu ht s ch ca khch hng . y c l l nhng
cu quan trng nht trong kch bn, bi n ng vai tr chnh trong vic quyt nh
xem khch hng s tip tc lng nghe bn ni hay lp tc gc my. V d nh :
Ti mun gi n cho bn mt thng tin tt rng sn phm mi ca chng ti s
gip cng ty bn tit kim 200$ mi thng, bn c mun tm hiu v n ngay by
gi khng? ( Im lng trong giy lt i cu tr li)
Xy dng n tng tt. Trong khi thc hin phn ny, hy lun t ra thn thin v
th hin s tn trng khch hng qua cc cu ni n gin nh: Bn c th dnh
ra mt t pht c ch?
Nhn dng ng khch hng. Hy chc chn rng ngi bn ang trao i l ngi
c vai tr quyt nh v thc s c nhu cu s dng sn phm, dch v ca bn.
Chng hn nh: nu bn kinh doanh v lnh vc qung co, bn c th hi rng:
Xin vui lng cho bit ai l ngi ph trch v vn qung ca qu cng ty?
t cu hi. Dng nhng cu hi m khi gi nhng nhu cu, mong mun cng
nh vn tim n ca khch hng. Mt telemarketer gii s khng phi l ngi
phi ni m ngc li, bit lm cho khch hng ch ng cung cp nhng thng
tin cn thit cho mnh.
Phn cho hng chnh. Hy ni v nhng c trng ca sn phm, dch v m bn

ang cho bn, nhng li ch n mang li cho ngi tiu dng, v c nhng khu
chnh trong phng thc mua bn. Cn tp trung vo nhng c trng c th gii
quyt cc vn thuc v nhu cu ca khch hng.
Th kt thc giao dch. Hy c gng t c giao dch, bn c th kt hp nhiu

phng thc khc nhau trong kt thc giao dch (xem chng 8). Bn nn trang b
cho mnh t nht ba phng thc s dng trong mi cuc gi.
i ph vi nhng thc mc v cc vn lin quan: Hy hi cc cu hi, lm du

i nhng bc xc v gii p chng cng mt lc. lm c iu ny, bn cn
xc nh ng v thu hiu c nhng bc xc, by t s ng cm bng nhng
cu ni nh: ti rt hiu nhng g anh/ch ang bn khon. Hy nhn mnh vo
cc li ch sn phm mang li v sau gii p ln lt cc thc mc ca khch
hng.
Th kt thc giao dch ln 2: Sau khi gii p mt lt nhng thc mc t ra, hy

th ngh kt thc giao dch mt ln na
Gii quyt cc thc mc pht sinh thm v cc vn lin quan. Ln ny, c th

bn cn phi kt hp cc chin lc m phn s b t c mc tiu v vt
qua nhng thc mc, chng hn nh v vn gi c.
Phn kt thc. y nn c xem l im nhn trong c cuc ni chuyn bn

t c muc ch ca cuc gi, chng hn nh kt thc c hp ng hay c
c mt cuc hn.
Chm dt cuc gi. Gi li cm n chn thnh n s tin tng v s dng sn

phm ca khch hng cng nh cm n v nhng tha thun s b t c qua
DIALREC
DialRec No
qu trnh trao i. Sau ni vi h v nhng bc tip theo, v d nh cc cuc

gi tip theo, vic trao i thng tin, chun b hp ng mua bncui cng l li
cho tm bit.
Cc chin lc cho mt kch bn Telemarketing
Vic quan trng trc ht l phi pht huy nhn thc ca nhng i tng s s dng kch bn
v nh xem mc trung thnh ca h i vi ni dung kch bn. V d, bn c mt i ng
hng hu hng trm telemarketer gi in t tng i trong mt chin dch telemarketing c
th no , bn s mun tng ngi trong h phi tun th kch bn ca bn v trnh by
khng st mt t. iu ny c ngha l bn buc phi vit ra mt kch bn c chm cht n
tng ch ci.
Khi mt telemarketers thnh tho v nhiu kinh nghim cho bn nhng sn phm hay dch v
cao cp, h lun thng sut cc thng tin v sn phm/dch v, ri s dng cc phn c bn
ca mt kch bn thng thng c nh hng sn v sau mi dng chnh nhng k nng
bn hng v ti ng bin ca mnh kt thc hp ng. Trong nhng trng hp nh vy,
mt kch bn c nh hng sn s tr nn rt hu dng.
Ngay khi bn tin rng mnh va to ra mt kch bn hon ho dnh cho sn phm/dch v bn
ang cho bn, hy a n ra th nghim. Xem n c gip bn t c cc mc tiu ca mnh
khng. Bt u bng vic nh mt ng nghip ng gi lm khch hng v din tp kch bn
. Tip theo, hy th gi cho mt khch hng no v nn th lm iu ny t nht 20 ln
trc khi chnh thc a n vo s dng cng vi cc ni dung khc trong chin lc
telemarketing ca ring bn.
Mt khi bn t vit kch bn ring cho mnh, nn ngn gn, sc tch v r rng, li vn va gn
gi, va thuyt phc ngi nghe. Di y l mt s hng dn v phng php bn c th
kt hp s dng:
Hy vch ra cc mc tiu cho chin dch markekting ca bn. Phi chng bn ang
c gng bn c hng, c c mt cuc hn, thu thp thm thng tin v
khch hng, hay bn hng vt ch tiu? Cng c th l thm vi mc tiu khc
na.
Hy tm cch khuyn khch khch hng ni chuyn. Bn chun b trc nhng cu

hi v nhng tnh hung phn hi c th xy ra. ng bao gi hi nhiu hn 2 cu
trong cng mt lc, v khng phi bn ang hi cung khch hng ca mnh, thay
vo , bn cn tip thu thm kin ngay trong khi ang bn hng cho h.
Hy dng nhng cu ngn gn v nhng t ng tng i n gin thng dng

trong li ni chuyn thng ngy, nh th khng phi bn ang c kch bn m
l ang thc s i thoi vi khch hng.
Hy chc chn nm bt c khch hng mc tiu qua phn trnh by ca bn. Hy

ngh n nhu cu, mong c ca h v nhng gii php s gip h tha mn.
Sau khi vit xong kch bn, nn th c to ln, ch pht m tht r rng v c
nhng khong dng ngh hp l.
Hy trnh by kch bn vi ging iu thu ht, s dng nhng t hay cm t miu

t gy s thch th ni khch hng v khi gi nn nhng hnh nh sinh ng trong
tm tr h. Hy lm cho h tin nhng g bn ni, nhng khng phi bng nhng li
tng bc ln tn my xanh. Vi ging iu nhp nhng, bn hy ni: Ti c mt
sng kin hay mun ni vi bn. hoc l th ny s hay hn: Ti em n cho
bn mt c hi rt tuyt v bn chc chn s mun c tri nghim n ngay by
gi.
DIALREC
DialRec No
Hy nhc li tn ca khch hng trong lc tr chuyn vi h.
Cn c ng v i vo trng tm. Nu c th trnh by c vn trong vng mt

cu, th ng phung ph c on vn. Khch hng thng rt bn rn, v vic bn
phi lm ch l cho hng, t ch tiu v kt thc hp ng
Cn trnh dng nhng t ng a ngha c th dn n hiu lm.
Tm n chuyn gia vit kch bn telemarketing.
Ngay c khi bn l mt nhn vin bn hng ti nng dn dy kinh nghim, hay thm ch l ch
cng ty v thu hiu tng tn mi chi tit v sn phm/dch v ca mnh, iu khng c
ngha l bn c th son ra mt kch bn telemarketing hay v hiu qu. Mt tc phm nh
vy i hi s kt hp hi ha gia nhng hiu bit v sn phm, cc chin lc marketing
chuyn bit v k nng vit lch thnh tho. N cn bao gm c vic nh v r khch hng
cng nh thi quen mua hng ca h v t bin thnh ng c thc y khch hng t
mua hng ngay trn in thoi.
Vit kch bn cho telemarketing c th xem l mt dng k nng y tnh ngh thut cn phi
luyn tp mi c c. Nhng n cng l mt khoa hc i hi s thu hiu cn k nh th
no v ti sao khch hng chn mua hng qua in thoi. Vit mt kch bn cho telemarketing
khng n gin nh vit mt bi din thuyt, nhng cng khng ging nh vit cc hnh thc
marketing khc nh vit catalog, brochure hay l cc mu qung co.
Robert Kaufman- gim c cng ty Scripting Power ((203) 2290025/www.scriptingpower.com)

chuyn son tho kch bn telemarketing cht lng cao cho cc cng ty ln nh ng dng
kinh doanh nhiu lnh vc khc nhau. Qua nhiu nm, cng ty vit ra hng trm mu kch
bn phc v cho cc cng ty, bao gm c America Online, Fleet Bank, Pizza Hut, Sears, Sara
Lee, Pitney Bowes, The Home Shoppng Network, v v s cc cng ty khc na.
Kaufman l gii nhn nh Chng ti l chuyn gia v kch bn cho telemarketing rng :
i vi bt k cng ty no, d ln hay nh, chng ti lun s dng nhng k nng v phng
php h tr chuyn bit cho php h ti a ha cc ch s hiu qu nh: s hp ng mua bn
thc hin c mi gi, t l t c cc cuc i thoi, v s cuc giChng ti bin son
ni dung chnh yu ca kch bn, nhng quan trng khng km, chng ti cn son sn c
phn ng i dnh cho nhng thc mc khch hng c th a ra.
Mi khi khch hng tm n ScriptingPower c tr gip pht trin hoc th nghim kch
bn telemarketing, Kaufman v cc cng s lin bt u trc ht bng vic trao i vi h
thu thp cng nhiu cng tt cc thng tin v sn phm hay dch v c rao bn, v mc tiu
mi cuc gi, v v khch hng mc tiu hng ti. T cc thng tin c cung cp, kt hp
vi brochure, ti liu ca sn phm, v cc d kin khc, cc chuyn vin bin son s phc
tho ra kch bn s b. Kch bn ny s c gi cho khch hng nh gi, v sau th
nghim k cng trc khi chnh thc em ra s dng.
Cc khch hng ca chng ti cn hiu rng mi kch bn vit ra cho h cha ng mt lng
rt ln thi gian v s n lc. N i hi rt nhiu cc tiu xo cng nh cc k nng v chin
thut marketing c ng dng kho lo. Vit kch bn telemarketing i hi kht khe hn l
ch vic nm cc ch ci ln mt giy. Kaufman cn ni thm: Vit c mt kch bn
telemarketing hay i hi c mt qu trnh. Chng ti c khi phi chy ti chy lui nhiu ln n
vi khch hng hon thin phn bn tho cho n khi chng ti a ra ci g thc s
thuyt phc. Sau khi bn tho c hon thnh, a ra th nghim li tip tc b vn vo,
chng ti c th mt thi gian t mt tun cho ti c thng.
Theo Kaufman, cc cng ty cha tng tip xc vi telemarketing v khng bit cch s dng
cng c ny s thng mc sai lm trong vic pht trin kch bn telemarketing ca chnh h.
Chng ti nhn thy rng cc cng ty lun hiu rt r v sn phm/dch v ca mnh nhng li
DIALREC
DialRec No
khng bit lm th no qung b cho n. H ngh n gin rng ch cn nhc my ln v

gi cho mi ngi ngoi kia, ri h s t ng thy thch th mun mua hng, ri s c cho
mt ngi l s th tn dng ca mnh ch sau mt cuc tip chuyn qua in thoi. Trong thc
t, sn phm hay dch v cn phi c nh v cch ng n, v kch bn cn phi hng ti
vic lm sao c th khin cho khch hng gi my lu hn nghe ht phn trnh by ca bn.
Kaufman ni: C mt sai lm thng mc phi cc cng ty khng c ni ting cho lm,
l h c tng rng ch cn sau vi pht, ngay cuc gi u tin th s d dng c c
mt n t hng km theo m s th tn dng ca khch hng. Thc s th trong thi i
ngy nay, mi ngi u rt e ngi cung cp thng tin c nhn cho ngi l qua in thoi, v
s cng thn trng hn khi ngi ta ni l ang gi ti t mt cng ty l hoc m h cha tng
nghe tn bao gi.
Mc tiu ca kch bn telemarketing chnh l chuyn ti thng ip bng in thoi. Kaufman

gii thch: Khi ngi ta nhn c mt l th thng mi hay mt ti liu v sn phm no ,
h c th c i c li v tp trung n mt vi phn nht nh. Vi telemarketing th khc,
bn ch c mt c hi gy n tng v bn phi tn dng trit n. Ngi ta khng nghe
k tng t bn ni u, h ch nghe nhng cm t m thi. V th kch bn cn phi c ng v
ngn gn ht mc c th, tuy nhin vn phi r rng v c trnh by theo cch khch
hng d nm bt nht. Mc tiu y khng ch l lm cho khch hng lng nghe thng ip
bn ang truyn ti, m cn phi khin h theo di, phn tch thng ip v i n kt lun
rng h cn n sn phm ca bn.Thng th thnh cng hay khng s ph thuc vo cc
telemarketer, vo kh nng a c nhng ngh khng th hoi nghi vo tm tr khch
hng. Khch hng cn c nhng hnh dung r rng v sn phm hay dch v ca bn, v h ch
c th nghe bn ni ch khng th nhn hay cm nhn c chng qua in thoi.
Phn kch bn ca bn, ty theo dch v/sn phm em rao bn, phi tha mn c cc cu
hi nh sau: Bn s vit ra nh th no? Ni ci g? Ni cho ai nghe? V danh ting ca cng ty
trong gii tiu dng c gip ch c g cho bn hay khng? Mc d cc kch bn c khc
nhau, v c rt nhiu cch m cc telemarketer c th s dng hon tt phn trnh by ca
mnh, nhng mi kch bn u c chung mt vi thnh phn quan trng. l phn m u, li
gii thiu, phn trnh by v sn phm/dch v, phn kt thc th phn loi khch hng, v
phn kt thc tht s, Kaufman ni Kch bn ca bn cn phc v cho kha cnh nhn bn
m bn hng ti. Mi nim c truyn ti v mi thng ip cn ph bin phi ph hp
vi khch hng mc tiu . Nh th gi l nh v cch chin lc sn phm/ dch v ca bn,
v s nh v cng bin ha khng ngng ty vo vic bn ang bn ci g v bn cho ai.
i vi bt c mt hng no c rao bn th yu t quan trng nht trong mi kch bn

telemarketing l sc li cun. Kaufman ni: Khng li cun c khch hng ngay t u
v khng cho khch hng ln ting trong sut cuc tr chuyn l nhng li rt hay gp
nhng ngi cha c kinh nghim. Nn nh rng th bn ang vit khng phi l mt bi din
vn, bi ngi bn tip chuyn u dy bn kia s khng thch nghe bn din thuyt u.
Bn cnh cc chin lc kinh doanh v chin lc marketing cn a vo trong kch bn ca

mnh, bn cng nn ch c bit n vn v lut l cn tun th. C v vn cc qui nh
v nhng iu c php v khng c php ni trong khi thc hin cuc gi, nhng qui nh
ny li thng xuyn thay i nn cn c cp nht thng xuyn v nghin cu tht k
lng. Kaufman khuyn khch vic tm n mt lut s chuyn v lnh vc telemarketing
c t vn c th phn kch bn ca bn.
i vi mt cng ty ang pht trin mt kch bn telemarketing mi, li khuyn ca Kaufman l

trong qu trnh th nghim n bn nn so snh vi mt kch bn c v t l thnh cng n t
c. Kim nghim kch bn cn nghim khc. Nu n khng em li hiu qu, bn phi xc
nh ra ngay nguyn nhn nm u. T nhng cuc gi thm d bc u, bn c th tm ra
thi im v nguyn nhn ti sao khch hng t chi v quay sang vn vo nhng li bn ni.
V im ny, tip nhn phn hi t cc telemarketer, ngi trc tip thc hin cc cuc gi s
cc k hu ch. Ti c th dnh ra 20 gi ng h ch gi in cho khch hng, th nghim
kch bn v rt ra khng nh cui cng v thi ca h i vi phn trnh by .
DIALREC
DialRec No
Khi iu chnh li kch bn, bn nn ch sa i mt vi im mi ln, ri th nghim n. Nu

bn thay i qu nhiu ch cng mt lc, bn s khng th bit c ch no hiu qu, ch
no khng. Bn cn phi bit chnh xc tc dng ca mi ln sa i v ng c gng sa qu
nhiu ch mt ln, mi thay i nh cng c th mt mt, hai ngy kim tra xem n c ph
hp hay khng.
Ty theo nhng g bn, tc l mt telemarketer, hay cng ty ca bn ang c gng t c,

bn c th mun hoc khng mun tm n mt dch v tr gip t cc chuyn gia vit mi
hoc trau chut li phn kch bn telemarketing ca bn. C vi cng ty chn gii php tm n
cc chuyn gia ngay t u nhm m bo ti a ha hiu qu, mt s khc th li t to ra
kch bn cho mnh, t tri nghim n, v ch nh cy n s gip ca cc chuyn gia khi ci
m h to ra khng p ng c hiu qu nh mong mun.
Nhng r rng l ti s khuyn cc bn nn tn hng nhng tin ch m cc cng ty ging

nh ScriptingPower mang li, bi chng ti l mt kho kinh nghim qu gi. Chng ti to ra
v th nghim hng ngn mu kch bn. Chng ti bit chnh xc ci g s em li hiu qu, ci
g khng v nh th no th s ph hp nht cho tng i tc. Chng ti s dng nhng chin
thut m cc telemarketer s khng th ngh ti khi t mnh vit kch bn. Kaufman khng
nh. nhng li khuyn chng ti a ra cho bn da trn kinh nghim bin son, cng vi
nhng kin thc v bn hng cng nh kin thc v marketing. Chng ti c th gip cc i
tc ca mnh nh v r rng sn phm hay dch v ca h hn l ch vit ra cc cu ch gip
h bn c hng qua in thoi.
Vic thu mt chuyn gia vit kch bn cng tng t nh thu mt dng c vn vin vy. Bn
s phi chc chn rng chuyn vin hay cng ty m bn ang thu c nhiu kinh nghim hn
bn, gii hn bn, cung cp c cho bn nhng bi hc thit thc hoc nhng k thut c
bit gip bn t c mc tiu, c th lm vic lu di vi bn. Hy xem xt cc thnh
tch h t c, kim tra kin thc ca h ngay t nhng ln u tip xc. Kaufman cn
ni thm: Chi ph phi b ra cho mt chuyn gia thay i ty vo mi d n. Bn c th phi
chun b sn t 750$ n 2500$ cho mi kch bn c son, bao gm c c cc chi ph pht
sinh dnh cho cc dch v t vn lin quan.
C phi vic thu chuyn gia vit kch bn l iu kin quyt nh thnh cng cho chin dch
telemarketing ca bn khng? Cu tr li tt nhin l khng phi! Tuy nhin, bng cch u t
thi gian v tin bc cch hp l dnh cho mt kch bn sc thuyt phc, bn s tit kim
c khi th khi bt tay vo chin dch. Mt kch bn hay s dn n nhiu hn nhng thng
v thnh cng, hn ch cc c gc my v li t chi, gim hn nhng tht bi, tit kim thi
gian, tng thu nhp v gt hi nhiu thnh cng.
DIALREC
DialRec No
10
CC TH THUT BN HNG
CA DN CHUYN NGHIP
Ngy nay, d dng nhn ra rng tr thnh mt telemarketer thnh cng khng ch n gin
l nhc in thoi ln v tr chuyn vi khch hng mt cch thn thin m cn cn nhiu yu
t khc na. Bn cnh vic nghin cu v chun b k lng th vic ch tm n cc d liu
trong qu trnh telemarketing cng rt quan trng.
Cc chin lc c miu t trong chng ny c cc chuyn gia bn hng v

telemarketing hng u th gii p dng. Mi chin lc hu nh u t r hiu qu trong
mi trng hp bn hng qua in thoi, hy dng cc kin thc ny trao di v to ra th
mnh cho bn tr thnh mt chuyn gia telemarketing.
Trong qu trnh , bn phi tri qua nhiu cuc gi tip th sn phm. Mc d ch c mt t

l nh trong s cc cuc gi s gip bn bn c hng nhng vic bn tn tm nhit tnh
v chn thnh trong mi cuc gi l rt quan trng.
Phng php 1: Trang b v ng x chuyn nghip
Mc d cc cuc gi trong telemarketing u khng th gip mt vi khch hng trc tip

nhng vic bn trang b cho mnh mt t th chuyn nghip tr chuyn vi h l rt quan
trng.V cho d bn ang gp khch hng qua in thoi th hy lun xem mnh nh ang gp
trc tip mt i mt vi h. Nu bn trang b cho mnh mt t th chuyn nghip th khi giao
tip bn cng d dng th hin n d trn in thoi. Vic s gip bn to nn v gi vng
c tinh thn thch hp trong sut cuc gi. Ging ni, thi , s t tin cng nh cch thc
bn truyn t u c tng quan trc tip ti cch bn n mc v t thc.
Mt s telemarketer lm vic ti nh khng nhng n mc nh th h sp gp khch hng m

h cn ra khi nh, li xe i u trc khi bt u ngy lm vic. Trong khi li xe, h s ln
k hoch trc cho ngy lm vic ca mnh. H cn lp k hoch cho c mt ngy lm vic, suy
ngh hoc n li cc li cn ni v sn phm ca mnh trc khi v nh v bt u cc cuc gi.
Nu bn lm vic ti nh nn tuyt i trnh nh hng bi ting n. Trong cc cuc gi

khng nn khch hng phi nghe c ting ch sa, em b khc Nu mun thc hin tt th
bn nn tch ring mi trng lm vic v khng gian sng. Ngoi ra trong lc gi khng nn
xen ln ting ca cc telemarketer khc trong phng gi hay tng i v ch duy nht ging ni
bn n vi khch hng. Cc khuyt im trn s d lm bn v khch hng b chi phi.Tt
nht khi c du hiu no t cc khuyt im bn nn loi tr ngay t u.
Phng php 2: Lp ra ch tiu ca ngy, ca tun, ca thng cho

bn thn
Trc khi lp ra k hoch telemarketing ca bn, hy dng thi gian lp ra cc mc tiu cho
chnh bn. Xc lp cc mc tiu gip bn thc t hn khi thc hin. V d nh mi thng hy
xc nh bn cn bn bao nhiu sn phm (hay bao nhiu khch hng m bn phi gii thiu)
t c cc mc tiu v ti chnh . Da vo ch tiu c bn , bn c th to ra mc
tiu cho mi ngy v cho c tun.
DIALREC
DialRec No
Xc nh chu k bn hng ca bn cng nhanh cng tt. Ngha l bn cn bao nhiu thi gian
bn c mt sn phm. V d nh : nu bn mun bn c $50.000 mt thng th ch tiu
cho mi thng l bn phi bn c 5 ln mi ln $10.000.Theo cch , nu bn d nh gi
50 cuc gi s bn c hng th r rng bn cn phi gi 500 cuc gi mt thng t c
ch tiu a ra.
Trong K hoch mi ngy ca bn cn phi quyt nh nhng vic sau:
Tng s cuc gi m bn cn gi
S khch hng mi cn tip cn
S cuc gi cho nhng khch hng mi m bn cn gi vi mc ch thm hi.
S cuc gi cho nhng khch hng hin ti.
Phng php 3: Phn phi thi gian hp l
T ln lch cc cuc gi cho nhng khch hng mi. Ngha l ty vo mc tiu ca bn, hy
dnh mt lng thi gian nht nh lm vic . Hy chc rng khi bn gi n cc khch
hng ca bn ang trong tm trng thoi mi v c th vui lng tip bn. V d khi bn gi n
cho mt ch nh hng, khng nn gi vo cc gi n. M thay vo gi vo nhng lc h
thc s mun tip cn mnh v c thi gian ni chuyn vi bn. chun b k hoch cho mt
ngy bn hy dng cc phn mm lp trnh k hoch hay thi kha biu trong ngy.
Phng php 4: Thm nh khch hng
Telemarketing la mt qu trnh cn phi tp trung cao v tn nhiu thi gian. lm n d

dng hn v tinh gim c s cuc gi m bn tn cho mi ln bn c hng th vic kho
st v thm nh cc khch hng trc khi gi in n l rt cn thit. Mt khi bn bit c
ngi no hay cng ty no m bn sp gi c nhu cu v sn phm ca bn th bn c
hng, bn hy xc nh nn gi cho ngi no l thch hp hn c. Thnh thong, vic xc nh
c ngi no trong cng ty mi l ngi ra quyt nh cui cng v mn hng ca bn,
v vic tip cn h l nhng th thch ln nht m bn phi i mt. Hy lun nh l c nhiu
kiu ngi ra quyt nh m bn phi lm vic bn c hng.
Mt khi bn ln danh sch nhng khch hng gi, hy phn loi v u tin nhng khch
hng m h c v nh mun hoc cn sn phm hay dch v ca bn. Bn cng cn phi xc
nh ra nhng khch hng no c kh nng ti chnh mua sn phm ca mnh v cn phi
bit c vng i v sn phm ca h. V d nh khch hng ch c ti chnh hoc ch
c nhu cu v sn phm ca bn trong mt vi thi im c th no thi.
Phng php 5: Hy quan st chnh mnh
V bn v khch hng khng h c gp mt trc tip nn vic bn truyn t qua in thoi

mt cch hng hi nhit tnh mang tnh quyt nh. D khng thy n ci ca bn nhng hy
biu hin n thnh ting v bn hy c gng duy tr iu ny trong sut cuc gi
Nhiu chuyn gia telemarketer cn mnh trc gng khi thc hin cuc gi. Khi nhn vo
chnh h th cng nh ang nhn vo khch hng. T hi mnh khi nhn vo gng xem :ang
ci cha? ni chuyn sng ng cha? Ging iu c chn tht khng?hay Nu l
mnh, th c mua sn phm khng khi nghe chnh mnh. Hay bn c th thu m cc cuc gi
DIALREC
DialRec No
nghe li v nng cao k nng, nhn ra nhng g mnh cn ci thin cng l mt phng
php hu hiu.
Phng php 6: Son trc kch bn
Khi bn din t v sn phm hay dch v, to ra mt kch bn tt v th hin c n l mt

phng php hu hiu. Bn nhp ca bn nn c:
Li gii thiu
Li miu t v sn phm
Danh sch cc cu bn cn tr li khi nhng khch hng kh chu t chi v cch

x l
Cc cu tr li cho nhng cu hi thng gp t khch hng
Cc phng n kt thc giao dch
Nu cha th lm r c n th bn hy c tham kho ti kch bn ca mnh trong sut cuc

gi. Tuy nhin khi cha thc hin cuc gi, bn nn dnh thi gian xem li trc kch bn v
tp trc li gii thiu sn phm cng nhiu cng tt. Bn s khng mun mnh din t nh
c bi hay hc thuc lng. C thc hnh trc, s gip nhng g bn truyn t t nhin, sng
ng, y thng tin v ng tin cy cng nh th hin s nhit tnh vi khch hng.
Phng php 7: T thng mnh
L mt telelmarketer bn phi thc hin cc cuc gi t ngy ny qua ngy khc. iu rt

d lm bn ngn ngm, v th lun thch th trong cng vic bn c th t thng mnh khi
t c cc ch tiu ra. V d nh: C 50 cuc gi th bn dnh ra 5 pht ngh ngi. C
mi mt d n hon thnh bn cho mnh mt bui n ti thnh son ti nh hng yu thch. Cc
cch t thng khc nh l: gi in cho mt ngi quen, i do mt t, hay n snack v ung
caf.
Hay cc mc tiu ln hn ca bn l: mua mt chic xe hi xn, hay chic du thuyn, cho con
bn vo hc trng tt, mua mt cn nh mi, hay nhng mong c khc bn nn gi n
trong tr c v c gng phn u. Hy bit rng khi hon thnh tt mt cuc giao dch ngha l
bn ti gn hn vi nhng m c .
Phng php 8: X l hiu qu khi b t chi
B khch hng t chi l mt phn ca qu trnh telemarketing. Tht khng may l khng phi
bt c khch hng no bn gi cng c nhu cu v sn phm ca bn. Hy nh mi khi ngi
khch ni khng vi sn phm ca bn hoc l tr hon th cng l kinh nghim cho nhng
ln sau, nhng ln bn c khch hng chp nhn.
Nu bn bit thc hin mc cuc giao dch mt 50 cuc gi, d bn b 20 ln t chi lin
tc th bn vn cn khong 30 cuc gi. D khch hng ni bt c iu g vi bn th hy
nh ng bao gi n nhn s t chi mt cch th ng.
Thm ch l lc ny khch hng ni khng nhng h vn c th l khch hng tim nng trong
tng lai, v th bn ng vi vng loi b khch hng ny. Hy th xem xt xem h c th c
nhu cu v sn phm ca mnh sau ny hay khng v quyt nh xem h c ng mnh phi
lin lc li sau ny hay khng. Trong mt s trng hp, bn cn phi xc nh c nhng
DIALREC
DialRec No
khch hng mi mi khng th l khch hng tim nng ca mnh. Lc hay mau chng gch
b h trong list gi v chuyn ngay n i tng tip theo.
Phng php 9: Lun lun bit lng nghe khch hng
Mt khi bn tip cn c ng ngi c quyn quyt nh mua n v bt u ni chuyn

th hy kt hp cng nhiu cu hi theo kiu b ng th tt hn (nhng kiu cu hi m bn
khng cn khch hng phi tr li ng v trng tm ca n v n khng quan trng, kiu nh
x giao, nh l do ny ch khe ch? hm nay ch anh tri c ma khng?). Hy lm h ci
m hn khi ni chuyn vi bn. Hy cho cuc ni chuyn mang tnh 2 chiu. Khi khch hng
ang ni, hy chm ch lng nghe v ghi ch. Bit lng nghe l phng php hu hiu nht
gip bn hiu r khch hng v ng bao gi nh gi thp n.
Khi bt u tm hiu khch hng, hy la li ni sao cho i su vo nhu cu, mong mun, suy
ngh v kin ca h. Khi bn ang ni nhng khch hng ct ngang th hy khch hng ni
v lng nghe.
Phng php 10: t c tha thun
iu ny nghe c v hin nhin v rt bnh thng nhng mt trong nhng l do ln nht lm

cc telemarketer khng bn c sn phm l v h khng thc s yu cu khch hng mua
hng. Thnh thong trong lc gi, bn cn phi hi xem khch hng c mua hng hay
khng. Cng rt quan trng nh l vic xc nh nhu cu ca khch hng, th vo thi im
thch hp bn hy dt khot v t vn v vic mua sn phm ca bn. t c kt qu
mong mun, c th bn cn phi lm iu nhiu ln vo nhng giai on sau ca cuc
ni chuyn.
Phng php 11: Nui dng cc mi quan h sn c.
Bin i hon ton cc mi quan h t mt khch hng mi thnh khch hng thn thit l c
mt qu trnh gian nan. L v mt khi bn tip cn c vi khch hng th cng khng c
xao lng h. i vi cc telemarketer th vic nui dng v xy dng cc mi quan h sn c
pht trin kinh doanh, k c trc tip vi khch hng hay l do h gii thiu l mt vic
rt quan trng. Bn s nhanh chng khm ph ra rng bn s bn c nhiu hng hn t chnh
nhng khch hng thn thit sn c so vi l t nhng khch hng mi.
Mi ln bn gi in thoi th bn nn c gng pht trin n thnh mi quan h bn b. N

cng lm cho khch hng chc chn s bt my mi khi bn gi. Nn nh l khi bn ang nui
dng cc mi quan h vi nhng khch hng sn c, bn ng bao gi thc p h phi mua
hng ca mnh trong mi ln bn gi. Thay vo bn hy nh k gi hi thm h, ng
thi d ca h v sn phm ca bn m h ang dng. Khi bit c thng tin ring v khch
hng nh tn ca con h, ngy sinh, ngy k nim hay s thch... hy ch tm v gi in chc
mng h cho mi quan h ca bn ngy cng thn thit.
L mt ngi bn hng, bn nn cung cp cho khch hng nhng thng tin c th c ch cho
cng vic ca h. V d nh, khi bn thy mt bi bo m khch hng c th quan tm, hy ct
ra v gi cho h km vi mt li nhn gi nh.
DIALREC
DialRec No
Phng php 12: Tp trung trong cng vic
Vic tch ring bit thi gian gi cho khch hng l rt quan trng. Khi ang gi, bn khng
nn t lm mnh phn tm bi nhng cng vic khc hoc tr li cc cuc gi ti. Trnh ch
tm n vic xung quanh bng cch ng ca phng lm vic v tp trung vo cng vic mnh
ang lm. Tt c nhng iu bn cn lm trong telemarketing l thc hin cc cuc gi. V th
cc gin on s d lm bn mt tp trung v ct ngang cm hng lm vic.
Phng php 13: Lm vic c t chc v ghi ch k
Trong telemarketing, vic phi gi rt nhiu cuc in thoi mi ngy s lm bn ri ln nu

bn khng c phng php t chc, v bn cn phi theo di xem bn gi nhng ai, bn
bn lun vi h iu g, bn cn phi gi hi thm nhng ai.
Ngoi vic gi mt bn nhp cuc gi trc mt mnh th bn nn lm mt ci list cm tay ghi

chi tit cc cuc gi ca mnh. Trong khi hoc sau khi gi bn nh ghi li cn thn nhng chi
tit ca cuc gi v bc tip theo phi lm g. Khi bn thc s gp c ng ngi cn
gp v chun b tip th th hy da vo nhng ghi ch m bn ghi li trong nhng ln ni
chuyn trc. Cc thng tin thng bn phi ghi ch l:
* Bn gi khi no
* Bn ni chuyn vi ai
* Bn tho lun nhng g?
* Cn gi hi thm li v vic g v khi no gi?
* Cc thng tin v ngi khc trong cng ty m bn cn trao i.
* Cc thng tin v nhu cu ,mong mun v kha nng chi tr ca khch hng.
* Cc thng tin c nhn v ngi quyt nh mua hng.
Phng php 14: Lm vic hiu qu vi ngi gc cng
Rt nhiu nhng ngi quyt nh mua hng c th k ring hay tip tn, m nhng ngi ny
li quyt nh c chuyn cuc gi ca bn n cho h hay khng. Nn hy tm cch thuyt
phc v tn dng s gip ca h. T ra thn thin s gip bn c thm nhiu thng tin t
h nh: cch tt nht tip th sn phm, thi im tt nht gi n, hay cch tip cn ti
ngi quyt nh nhanh nht.
Thng th ngi quyt nh lun nghim tc ly kin t cc nhn vin h tr . Nu h ni

vi sp ca mnh rng bn rt th l th n lc tip th ca bn s v.
Khi lm vic vi nhng nhn vin ny bn nn xng mnh bng tn. M t ngn gn cng ty
bn v sau tm hiu coi ai trong cng ty l ngi thch hp nht bn tip th. Hy nh h
gip nhng bn cng nn nh l c th h rt bn rn vi nhiu vic mt lc nn khng c
thi gian tn gu vi bn u.
DIALREC
DialRec No
Phng php 15: S dng hp th thoi h tr
S c rt nhiu ln bn phi nghe tn hiu chuyn n hp th thoi. ng b qua iu ny m

hy li li nhn v xem nh y cng l mt c hi tip th. Bn hy xng r danh tnh v
cho ngi ch ca hp th thoi ny bit bn lm ngh g v v sao bn gi. Ni ngn gn vi
h l bit u bn c th gip c h trong cng vic v by t mong mun c tr chuyn
qua in thoi xem h c nhu cu hay khng.Trong li nhn hy ni sc tch v cho h mt
l do tht thuyt phc h phi lin lc li ngay khi c th. Suy cho cng th mc ch ca bn
ch cn h gi li cho bn.
Phng php 16: Lm vic cng internet
S dng internet thnh tho s rt tt cho bn. Cc website gip bn tm kim thng tin v
khch hng. Cc thng tin v cc cng ty m bn mun tip cn s lun c cp nht thng
xuyn trn website ca h, bn c th truy cp trc tip hay tm kim qua cc website tm kim
ln nh Yahoo.com hay Google.com. Nhp tn cng ty sau nhn Enter xem kt qu tm
kim.
Hy xem li thng xuyn cc phng php trn cho n khi bn c th p dng chng thun
thc v tr thnh mt phn khng th thiu cho qu trnh telemarketing.Trong chng ti, bn
s khm ph thm nhiu li sai m cc telemarketers thng mc phi bn c th trnh cc
li .
DIALREC
DialRec No
11
CC LI CN TRNH TRONG
TELEMARKETING
L mt chuyn vin telemarketing, cc mi quan h ca bn vi khch hng ni chung u
c xy dng t cc cuc gi. Cc li ni ca bn u hng ti mc ch chung l bn c
sn phm, nhng cc im nhn ca bn trong qu trnh to nn mi quan h tt vi khch
hng l s tin tng. Bn s d dng nhn ra rng ngy nay vic tho thun c giao dch
khng h sung s. Thng khi tip nhn cuc gi t cc telemarketer ngi ta thng cp
my ngay hay ni Xin li, chng ti khng hng th hay khng rnh nghe. Mc d bn
lm kho st v chun b, v sau tun theo cc bc nh trong sch cp, nhng vn
c mt s trng hp ngoi d kin m bn khng mun mc phi. Chng ny tp trung a
ra cc li m cc telemarketers thng mc phi cng nh a ra cc phng php trnh
lp li n.
Bn cnh vic trnh gp cc li sai , bn phi lun sn sng i din vi cc trng hp khc.
Hy nh rng, ngi tiu dng mua hng th bn phi c c nim tin ca h vi bn v
cng ty, sn phm hay dch v m bn ang cung cp. Tt c cc hot ng v li ni ca bn
u c sc nh hng vi mi khch hng khi xy dng nim tin vi h mt cch trc tip hay
gin tip.
t ra k hoch ca ngy, ca tun v ca thng.
Nu khng c mt k hoch nht nh th mc tiu ca bn khng th t ti mc cao nht.

Bit c mnh ang c gng v vic g s gip bn xc nh c hng i ng. V th trc
khi mun t c ch tiu cao nht th bn phi c gng nhn ra bn nn xc nh nhng ch
tiu nh m bn c th t c
V d nh, nu bn cn 250 cuc gi n cc khch hng mi bn c 25 sn phm mi

tun, th bn phi gi 50 cuc mt ngy (nu bn lm vic t th hai n th su). Lun nh
rng mt ngy ch c mt khong thi gian nht nh v thch hp gi cho khch hng ca
bn, nn thc hin c 50 cuc gi mt ngy bn phi bit tn dng ti a khong thi
gian .
Cc u tin cho cuc gi.
i vi cc telemarketer, s rt bn khon khi phi gi t cuc gi ny sang cuc gi khc

tm ra ng i tng v rt mt thi gian. Thay v phi tn thi gian nh vy bn nn lm cc
cuc kho st tm ra cc khch hng c nhu cu v ph hp vi sn phm hay dch v.
Trong bn kho st nn c cc cu hi:
Nhng khch hng no nm trong kh nng ca bn?
Cc khch hng c thc s cn n sn phm hay dch v ca bn khng?
Cht lng ca sn phm m bn em n cho khch hng?
Liu khch hng c nm bt c sn phm bn ang bn?
DIALREC
DialRec No
Trong khi kho st, bn c th a ra cc phng php phn tch gim bt cc khch hng
khng c kh nng tip nhn cao. V khi lp ra c danh sch cc khch hng cn gi, hy
gi cho cc khch hng c kh nng v ph hp cao nht t cao n thp. Cc kt qu ny
c th ch quan nhng nu bn bit tr li cc cu hi pha trn th s d dng cho bn c
c kt qu khoa hc hn v hiu qu hn khi la chn cc khch hng lin h.
ng nn l thuc qu vo cc giy t!
Bn s rt d mt rt nhiu thi gian v cng sc vo cc loi giy t tha thi, thng xy ra

khi bn chuyn t bc telemarketing sang giao dch vi khch hng. Cc loi giy t
thng l cc bo co bn hng cho cp trn, gi cc th gii thiu v thng tin cho khch
hng, lu tr thng tin cc cuc gi, v kim k cc cuc gi hon thnh.
Nu khng c hon thnh ng, cc giy t s chim ht tt c cc khong thi gian m

ng l bn phi dnh n cho vic gi cho khch hng v thc s l lm tng doanh thu. Khi
no c th bn nn y thc cc giy t cho cc nhm trng hay ph t.
Cc loi giy t ch thn bn phi hon thnh y , v c t chc mc cng cao

cng tt. Cch gip bn hon thnh nhanh v hiu qu l nn dng n cc phn mm nh l
ACT!(www.act.com) theo di cc lin h, hay a ra cc lnh my tnh t gi mail,
a ra cc thng tin ph hp, cc bo co v cc im tng phn (xem chng 13 bit
thm v ATC! v mt vi phn mm khc.
Thi gian tt nht bn hon thnh cc giy t bt buc ny thng l thi im bn gi

cho khch hng xong. Thng l 8 gi sng n 9 gi sng, hoc thi gian dng ba tra, hay
chiu ti.
Bo co cc thng tin v hon tt cc th tc l iu cng rt quan trng trong cch sp xp

thi gian nhng ng n lm tn nhiu thi gian ca bn khi khng c thi gian gi n
cc khch hng. Tt c cho thy l mt telemarketing chuyn nghip. Nu bn khng gi
in th bn khng th bn c hng.
Tp trung cho mt ngy lm vic ca bn.
S c lc d cho bt c l do g m n lc khng mang kt qu mong mun n cho bn. D

bn c gi hng t cuc in thoi nhng khng c kt qu s lm cho bn mt hng v nn
lng. l mt li sai kh trnh khi. c bit n s bin bn c mt ngy lm vic tht chm,
rt d tm ra l do khng phi gi in thoi, ko di thi gian n tra v ri khi ch lm
ngay khi c th. V th c c thnh cng t n lc ca mnh, bn cn phi lm cho mt
ngy lm vic ca mnh tht hiu qu.
V d nh nu bn cn 100 cuc gi mt ngy giao dch c 10 sn phm th hy phn chia

cc khong thi gian hp l cho c mi 25 cuc gi th ngh ngi mt t sau lm vic tip.
Sp t trc mt ngy lm vic s gip bn khng phi gi in lin tc khng ngh tra hay
n tra tr v vic bui sng cha xong. Hy nh rng c mi cuc gi tip theo th kh nng
thnh cng s nhiu hn v nhanh hn.
Trnh l l v ti u ha trong cng vic
Trong ngy lm vic no th cng c nhiu th s d lm bn sao lng vi nhim v ca mnh.

Nu bn sao lng th cng sut lm vic ca bn cng gim st. Nu l telemarketing th bn
khng c php mnh l l.
DIALREC
DialRec No
Nhng ngi ph phm thi gian thng thi gian ni chuyn in thoi ring, hay ung tch
c ph hay ni chuyn vi ng nghip, ln mng xen ln vi vic gi in cho khch hng,
iu s lm h hn ch lun cc cuc in thoi cho cc khch hng, khng c kh nng
tip cn cao hoc tr li mail tr..Nhng mt ngi tn dng thi gian chuyn nghip th khng
h phung ph, h c th tranh th tr li mail, hay ni chuyn v cng vic vi ng nghip,
hoc tham d hp hnh cng mt lc v nhng cng vic khng nh hng n doanh thu
hay khch hng v c thc hin sau khi gi in cho tt c khch hng cn gi. Hy sp
xp thi gian trong ngy sao cho hp l gii quyt tt c cng vic nhng khng nh hng
n ch tiu ca cc cuc gi trong ngy v cht lng ca n.
ng lng trnh quy lut 80-20
Hu ht trong cc cng ty, 80% vic kinh doanh ca bn n t 20% trong tng s khch hng
ca bn. Do , vic ch chm sc khch hng nhng ngi mang n thu nhp chnh cho
bn mt cch k lng l rt quan trng. Hy dnh cc khong thi gian nht nh quan tm
h, hiu r cc nhu cu, v p ng nhanh nhm pht hin thm nhiu phng php tng
doanh thu t cc n t hng n t cc khch hng thn thit. Bn cnh , phng chm
p dng vi khch hng thn thit phi lun c thc hin thm ch tt hn trong qu trnh
qung b v tm hiu khch hng mi.
ng nn p t kin c nhn
Khng phi khch hng no cng hp tc khi bn cho hng. L mt chuyn vin bn hng qua
in thoi, bn s phi nhn c nhiu cc kin i lp - cng l mt phn kh khn v
kh chu ca cng vic. Mt s khch hng khi khng hi lng c th t chi lch s, nhng
cng c ngi cp my ngang hay chi bi. Nhng kinh nghim cho thy bn khng nn
tm ca mnh vo cc trng hp ny x l.
C rt nhiu l do khin bn phi nhn cc kin i lp , nh l :
Bn khng xc nh c i tng.
Khch hng khng cn thit hay khng c hng th vi sn phm hay dch v ca
bn.
Khch hng khng nm bt c bn ang gii thiu g..
Bn gi khng ng thi im
Cch gii thiu ca bn khng gy n tng.
Khi bn nhn c cc kin , hy xc nh u l nguyn nhn, sau hy xoay chuyn v

dn ti li gii thiu ca mnh. Nu bn gi cho khch hng ca mnh khng ng lc, hy rt
kinh nghim v xc nh li gi gi thch hp sau thc hin li. Bn nn t ngay li gii
thiu v ni v sn phm ngay khi khch hng cm thy hng th.Tuy nhin cng nn da vo
cc kch bn h tr thm.
Khng phi tt c khch hng u cn n sn phm ca bn ngay. Nhng trong tng lai th
c th khc, by gi h khng cn nhng trong tng lai h s c lc cn n. V l vic
trong tng lai nn bn cng ng qua p t cho h v i vi h sn phm lc cha thc
s cn thit v tt nh bn ngh. Chuyn nghip nht l bn nn li n tng tt v lin h
li vi h trong tng lai gn nht c th.
Thnh thong cng vic chuyn mt khch hng cho hi thnh khch hng thn thit i hi
bn phi c tnh kin nhn cao. Hy nh rng vic bn kin tr v ph hy l hai s vic hon
DIALREC
DialRec No
ton khc nhau. Da trn kho st, 80% cc hp ng mua bn mi u phi tn 50 cuc gi
cho cng mt khch hng. Do , ngi kin nhn s l ngi thnh cng.
Cng l mt kho st cho thy, 48% cho thy mt s nhn vin ch tn mt cuc in thoi cho
mi khch hng. Khi mt nhn vin bn hng nhn c cc kin t chi th h thng b
qua ngay khch hng v gch tn trong danh sch.Tng t, 25% trong s h c th kt
thc giao dch ch sau hai cuc gi, 12% kt thc sau ba cuc gi.V cng c 10% gi cho
khch hng cho n khi no bn c sn phm.
Trnh a ra cc mc tiu vin vong
Trong qu trnh sp xp cc bc cho mc tiu trong telemarketing, s rt quan trng nu mc

tiu to ln ca bn thnh hin thc. Cho d bn khng mun mi vic tr nn qu d dng vi
bn, nhng nu t mc tiu qu vin vong s d lm bn nn lng v gim i s phn on
ca bn.
Nu bn lm trong cng ngh ny lu nm hy da vo cc kt qu t c hay ca cc

nhn vin khc trong cng ty xc nh mc tiu thit thc. Cn nu l ngi mi, bn hy
tho lun vi ngi lnh ngh nh qun l hay nhn vin lu nm no trong cng ty, bn
bc v xc nh cng bn.
Hy nh gi cc kt qu qua tng thi k v iu chnh sao cho thch hp. Cch tt nht
nh gi cc mc tiu c thit thc c hay khng l xem li v ghi chp cc hot ng ca
bn. V d:
Tng s cuc gi mi ngy
Tng s cuc gi n khch hng mi.
Tng s cuc gi bn c th tin trin tip trong mt ngy.
Tng s khch hng c th quyt nh vic mua hng m bn gi c trong ngy.
Tng s cuc gi m bn gp ngi gc cng hay th k trc khi gp ngi quyt

nh.
Tng s th thoi m bn li trong ngy.
Tng s sn phm m bn bn c trong mt ngy..
Hy chia cc ct trong mt t giy hay dng bng tnh trong excel lp biu cho cc thng
tin trn. Mt khi bn c c cc bng thng k, bn s c c t l tng ng gia tng s
cuc gi trong ngy v sn phm bn ra c.T bn s xc nh c mc doanh thu
trung bnh trong tun hay trong thng ca mnh.
ng nh gi thp vic hiu r sn phm v dch v
L mt telemarketer, bn phi hiu c vic c tn nhim l yu t quyt nh khong cch

m bn tip cn c vi khch hng. Mt khi bn khng nhn thc c bn ang bn ci g
th d nhin mc tin tng m bn nhn c l rt thp. Bn khng nhng phi c hiu bit
su rng v sn phm v dch v c mnh m phi bit chn lc cc thng tin cn thit v din
t ngn gn xc tch d hiu ph hp vi nhu cu v mong mun ca khch hng.
Vic bn hiu r sn phm v cc thng tin lin quan n l cha . Bn cn phi ngh lm cch
no din gii cc th mnh ca sn phm n khch hng sao cho hp l. V khi din gii
nn trnh b nhm ln sang ging c li kch bn hay mt t bm v s rt nhm chn. Chun
DIALREC
DialRec No
b k lng v dnh thi gian tm hiu r sn phm ca mnh th bn s c nim tin vo n

v t tin a n n ngi tiu dng d qua in thoi.
Hy nh rng ngi nghe s khng th xc nh c bn l ai hay sn phm ca bn l g.

Nhng h s ch vo cc thng tin m bn a ra v n s gip h hnh dung ra vai tr ca
h l ngi mua hng. Do , nu ban u khch hng vn cha bit g v sn phm ca bn
th cc hiu bit v sn phm ca bn s gip bn tin n gn khch hng v c ch s thnh
cng cao hn.
ng tn thi gian cho nhng ngi khng c kh nng quyt nh.
Mt phn trong qu trnh tip cn c khch hng l phi xc nh c ai l ngi c quyn

quyt nh, trong d on ra v gp c ngi ngay lc gi n. V bn s rt d b
tnh trng tn thi gian u t cho mt cuc gii thiu nhng n khi n lc quan trng th
ngi nghe li khng c quyn quyt nh.
xc nh ngi no mi chnh l i tng tip cn th phi nh vo kho st v t cu hi.

Hy din gii v sn phm ca mnh vi cc i din mt cch ngn gn. Sau , hy nh h
gii thiu ti ngi quyt nh vic giao dch. V khi xc nh ng i tng tip cn v s hi
cc cu hi cn thit. Th khi tr chuyn bn nn sm ngh rng : Nu bn thy thch th
vi sn phm m ti ang gii thiu th c th cho ti bit ti nn gp ai ni v cc giao dch
mua bn v pht trin tt hn nhng iu kin c li cho c hai khng?
y l cc li dnh cho cc telemarketer hy dnh thi gian tri nghim v c thm t tin
khi tip xc vi cc khch hng ngoi d kin. Mt s li khc l khi bn ch tip xc vi ngi
c tim nng mua hng nhng ngi thc s quyt nh mua sn phm l cc ng ch ca h,
v i khi ngi ch khng c d nh mua hng.
DIALREC
DialRec No
12 KIN CA CC CHUYN GIA

Mi chng ca cun Cc K Thut Tip Th qua in Thoi bn v tng kha cnh ca vic
tip th qua in thoi v cung cp nhng thng tin cn thit a bn ti thnh cng. Trong
chng ny s tm lc mi thng tin bng nhng li khuyn v kinh nghim thc t ca mt
nhm nhng ngi thnh cng trong lnh vc ny.
Trong nhng cuc phng vn ny, cc chuyn gia s chia s nhng k thut dn n thnh
cng ca h, a ra nhng li khuyn trnh nhng sai lm m h mc phi, v cung cp
nhng chin thut m h tin rng s gip bn tr thnh mt chuyn gia tip th qua in thoi
nh bn mong mun.
Bn s nhn ra rng, mc d mi ngi trong s h chuyn v tip th qua in thoi cho

nhng ngnh cng nghip khc nhau hoc h lm c vn cho cc cng ty hot ng trn nhiu
lnh vc, nhng thc ra k nng tip th qua in thoi v chin thut ca h thng tng t
nhau. n gin l v nhng ngi ny iu chnh k nng, kin thc v kinh nghim tip th
ca h cho ph hp vi bt k sn phm hay dch v no m h bn.
Ngoi vic hc tp cc chuyn gia ny, bn cng nn quan st nhng ngi gii nht cng ty
bn (c ng nghip ln cp trn) v hc hi nhng k xo gip h thnh cng khi bn cc sn
phm hoc dch v m bn s bn khi bt u tip th qua in thoi. Trong ngh ny, vic hc
hi t nhng ngi thnh cng c th cc k hu ch cho n khi bn t c kinh nghim
u tay.
Tom Morrill
Gim c v Ch tch hi ng Qun tr

Actegy Incorporated
S in thoi: (978) 5570182

Website: www.actegy.com
Trong bi phng vn ny, Tom Morrill chia s hn 16 nm kinh nghim trong lnh vc tip th
qua in thoi v bn hng cng nh nhng iu ng ta hc c trong nhng nm gi cng
v Gim c v Ch tch hi ng Qun tr ca Actegy Incorporated, mt kinh nghim thc tin
trong vic bn hng c th gip cho cc cng ty cng ngh cao ginh c, gi c v kim
c ngy cng nhiu nhng khch hng tim nng bng cch xy dng hoc ti tp trung cc
t chc bn hng ca h c bn trong ln bn ngoi. Actegy (mt ci tn c to ra bng cch
kt hp hai t action hnh ng v strategy chin thut) gip khch hng ca mnh ci
thin kt qu bng cch cung cp cho h nhng gim c bn hng y kinh nghim trong
ngnh lm c vn ng thi trang b cho h nhng cng c, khun mu, chng trnh qua
th nghim gip khch hng t c thnh cng trong vic tip th qua in thoi.
Q Hi: iu g l quan trng nht m mt cng ty hay c nhn cn phi hiu trc khi
tin hnh bt k loi hnh tip th no qua in thoi?
A p: Bt k cng ty no, d ln hay nh, trc ht phi hiu mc tiu v tr v gi

tr ca n trn th trng. N phi bit khch hng ca n l ai; nhng vn m
sn phm hay dch v ca n c th gii quyt v gii quyt nh th no; nhng li
ch m sn phm hay dch v ca n s em li cho khch hng. Vi nhng thng
tin ny trong u, mt nhn vin tip th qua in thoi cn phi hiu thi quen
DIALREC
DialRec No
mua sm ca khch hng nhn nh xem liu tip th qua in thoi c ph hp

khng. Bn cn chc rng n lc ca bn hon ton ph hp vi chu trnh mua sm
ca nhng khch hng m bn hng ti. Nh hiu r thi quen mua sm ca
khch hng v nhng iu m khch hng i hi trong chu trnh mua sm, bn c
th d dng xc nh lm th no tip th thnh cng. Tt c nhng iu ny
u b chi phi bi khch hng. Ngi ta ni rng cch t tn km nht tip cn
khch hng lun l cch tt nht, nhng khng phi lc no cng nh vy. N cn
ph thuc vo nhng g khch hng yu cu qu trnh mua sm ca h thun
tin hn. Nu bn c th p ng c nhng nhu cu ca khch hng th bn c
thm c hi tng doanh s
Q Hi: Nhng k nng then cht m mt nh tip th qua in thoi cn c t

c thnh cng l g?
A p: Nhng ngi c c tnh c khuynh hng thnh cng trong bt k lnh vc

kinh doanh no. Nu mt ngi c trang b v mt tm l v cm xc trong vic
bn hng, th ngi c th hc nhng k nng c th tr thnh mt chuyn
gia gii trong vic bn hng qua in thoi. Ngi no c khuynh hng tr thnh
nhn vin tip th qua in thoi thng s hu bn nng giao tip vi ngi khc
trc tip hoc qua in thoi. H cng c kh nng trnh b t chi v kh nng
tin hnh mt cuc thng lng c bn. S tp trung cao , k nng t chc, k
lut v quyt tm cng l nhng c im then cht m mt ngi cn c thnh
cng trong lnh vc ny
Q Hi: Theo kinh nghim ca ng, trch nhim mi ngy ca mt nhn vin tip th
qua in thoi?
A p: iu ny rt khc nhau ty theo tng cng vic. Lnh vc tip th v bn

hng qua in thoi bao gm rt nhiu cng vic. Thng th nhn vin tip th qua
in thoi bt u ngy lm vic ca mnh vo bui sng bng cch sp xp d
liu, chun b v mt tinh thn trc khi bt u gi in. Vic ny bao gm tp
hp cc danh sch vi nhau h bit chnh xc mnh s gi cho ai trong ngy
hm . Sau , nhn vin tip th qua in thoi s ra mc tiu trong ngy ca
mnh. Ti thch chia cc cuc gi thnh tng nhm tng t nhau. ti l nu ngy
hm bn phi thc hin nhng cuc gi khng hn trc v c nhng cuc gi
c hn trc, bn nn nhm cc cuc gi khng hn trc li vi nhau. Bn c th
nhm cc cuc gi ca mnh theo a im, theo chc v ca ngi m bn ang c
tip cn, theo sn phm hay dch v m bn ang bn, theo cc loi khch hng
trong tm ngm, theo cc ngnh cng nghip, hoc theo m vng. V mt tinh
thn, iu ny s gip bn ti u thng ip ca bn v d dng truyn ti n qua
tng cuc gi. Vic ny cng gip cho vic d on mc thnh cng tr nn d
dng hn. Mt khi ngy c ln k hoch v cc mc tiu c t ra th
n lc bt u gi in.
Thi gian trong ngy cng cn c sp xp gii quyt cc cng vic hnh
chnh. Sau mi cuc gi, rt c th bn cn phi lm iu g nh gi thng tin,
ghi ch mt cch chi tit v nhng g va tho lun, vit v gi xut hoc ra
mt thi gian theo ui khch hng. Khi ln k hoch cho ngy ca mnh, bn nn
dnh ra thi gian gii quyt tt c nhng vic ra. Nhng nhn vin
tip th qua in thoi mi vo ngh thng c ln k hoch cho ngy ca mnh.
H s ngi xung, eo headphone v bt u gi in t mt danh sch cc cuc
gi nh trc nh vo mt k hoch bn hng ln k hoch t trc. Nhiu
trung tm c trang b chng trnh quay s c lp trnh trc v nhng nhn
vin tip th qua in thoi cp thp hng li t cng ngh ny trong vic thc
hin cc cuc gi. Cc nhn vin tip th cp cao hn c nhiu quyn hn hn trong
vic kim sot ngy lm vic ca mnh, h s gi cho ai v nhng g h s ni trong
cuc gi.
DIALREC
DialRec No
Q Hi: Sau by nhiu nm kinh nghim trong lnh vc tip th qua in thoi, ng
thch nht phn no ca cng vic?
A p: Nhng ngi c trang b v mt tm l v cm xc tr thnh nhn vin

bn hng gii c th bin cng vic h lm thnh nhng tri nghim vui v v b
ch. Cn nhng ngi khng sinh ra lm ngh ny, cng vic i vi h c th
au n nh nh rng m khng dng thuc t. Ti xem mnh l mt ngi thnh
cng ngoi sc tng tng ca bn thn. Vi ti, iu tuyt vi nht khi tip th
lun l vic hn gp mt, khi cng vic bao gm tm hiu cc khch hng tim nng
v tin hnh gp mt, sau l cc cuc gi bn hng trc tip. Vi ti, tip th
qua in thoi l s tip cn mang tnh chin lc. Bn ra nhng mc tiu ngn
hn cho bn thn v sau nh r nhng g bn phi lm trong ngy t c
v vt qua mc tiu
Q Hi: Li ch ln nht ca s theo ui ngh tip th l g?
A p: Trong nhiu cng ty, tip th qua in thoi ch l v tr c bn. Bn c th

lm vic thng tin ln cc v tr tip th khc nhm hng mc lng hp dn
hn, mt khi tch ly kinh nghim v kin thc v sn phm hay dch v m
bn ang bn v ngnh cng nghip m bn ang lm vic. L mt nhn vin tip
th hay bn hng qua in thoi, bn c mt mc lng cc k ha hn. Hin nay
ti ngoi 40 nhng ti bt u vic bn hng khi ti 21 tui. Ti vn dng nhng
k nng hc t trc nhng theo thi gian, ti nm vng v m rng nhng
k nng . Tip th qua in thoi cho ta rt nhiu c hi.
Q Hi: iu g khin ng t hng th nht trong vic tip th qua in thoi v ng i

ph vi n nh th no?
A p: C nhng ngy bn s gi nhng cuc gi khng bo trc sut c ngy m

khng c kt qu kh quan no ht. l nhng lc cng vic khin bn nn lng,
cho d bn gii n th no i na. Tuy nhin, mt iu rt quan trng l bn phi
nhn ra rng tip th qua in thoi l mt tr chi ca cc con s. Ti nh cch
y nhiu nm, ti c mt ngy tht s ti t. Ti gi hng trm cuc gi m
khng c kt qu no kh quan. Tuy nhin, vo ngay sng hm sau, ti t c
mt trong nhng doanh s ln nht ca mnh vo thi im . Thay v tr nn
chn nn v nhn c nhiu ting khng, bn ch cn tp trung vo s ting
khng m bn cn cho n khi nhn c mt ting c. Sau khong 30 ngy
lm tip th, bn c th thc hin cc php ton v tnh ra mt cch kh chnh
xc s lng ting khng bn cn nhn c mt ting c. Nhn ly s t
chi l rt kh khn nhng nu bn tp trung vo cc con s v thng k, bn lun
bit rng ting c tip theo ch n sau vi cuc gi na thi, v iu s ko
bn tr v vi cng vic.
Q Hi: Xin ng cho bit mt vi thch thc khi thc hin cc cuc gi khng hn
trc?
A p: Vi nhiu ngi, th thch ln nht thc ra l nhc my ln v gi in v h

s s t chi. Khi vt qua iu , i mt vi s t chi cng c th l mt
thch thc. Bn phi nhn ra rng ngay c khi ai t ra th l vi bn th cng
khng phi l vn ring t. Bn c tip tc. Mt tr ngi khc l thit lp mc
tiu khi bt u ngy mi ri lm vic chm ch cho n khi t c nhng mc
tiu . C mt sai lm rt d mc phi l kt thc cng vic sm v kt qu l
khng t c mc tiu hng ngy.
Q Hi: Khi thc s bt u cho hng cho nhng khch hng tim nng, nhng tr
ngi thng gp nht l g, v ng tm ra nhng chin thut g vt qua
chng?
DIALREC
DialRec No
A p: Mt iu rt quan trng l s khc nhau gia mt tr ngi v mt hon cnh.

Mt tr ngi c th c vt qua nhng mt hon cnh th khng. V d v mt
hon cnh l khi khch hng ni vi bn: Chng ti s ph sn v chng ti khng
c tin. Bn c th s dng mi k xo trn th gian, nhng nu khch hng
khng c tin, h khng th tin hnh giao dch. Cng vic ca bn l chp nhn
nhng g khng th thay i v tip tc. C bn bc gii quyt mi tr ngi.
Bn phi lm sng t tr ngi v m bo rng mnh hiu r khch hng khng hi
lng v iu g. Th hai, thng cm. Cho khch hng bit rng h c quyn cm
nhn theo cch ca h. Bc th ba l a ra mt gii php hay mt s la chn
khc. Cui cng l ni ci g nh: iu ny c ngha g vi ng/b khng? v
tm cch kt thc giao dch.
Q Hi: Xin ng cho bit mt vi cch tt nht gi ging khi ng buc phi lp li li
cho hng sut c ngy?
A p: Cch n gin nht l i ging. V d, th kt thc cuc gi hoc trnh by

gii php ca bn theo mt cch khc. Nu buc phi ni theo mt kiu lin tc,
hy nh ng nghip hoc cp trn lng nghe bn mt lc m bo rng bn
vn gi c cht ging ph hp. C th kt thc mt giao dch ng ngha vi vic
hiu r tnh hnh u dy bn kia. Bn cn phi hiu t chc ca bn c th lm
g p ng nhu cu ca khch hng. Khi bn hiu c hai bn, bn s giao tip c
hiu qu hn nhiu vi khch hng tim nng. Lun lun c hnh dung xem ngi
m bn ang ni chuyn c cm nhn th no v bn.
Q Hi: ng c ngh ra k xo no kt thc mt giao dch khng?
A p: C rt nhiu chin thut m bn c th s dng khi c kt thc giao dch. Tt

c u ph thuc vo sn phm hay dch v m bn ang bn va nhu cu ca
khch hng. Ti lun kin ngh kt hp mt cht thm d vo ging iu. Hy ni
ci g i loi nh: ng c thy li ch tim nng ca sn phm ny khng? C
gng xc nh rng khch hng ng vi ngh ca bn. Bn cng c th th
mt kt thc thay th bng cch hi rng: Sn phm ny c n khng, hay qu
khch thch mt la chn khc?. C hng ngn k xo kt thc. Ti khuyn bn
hy gi cho k xo ca mnh cng n gin cng tt. Sau khi thay i v ging
iu, c mt k xo n gin m hiu qu l yu cu giao dch. Nn nh, nu
khch hng cha sn sng mua hoc vo v tr khng th mua th chng c k
xo kt thc no l hiu qu. Cho d bn ang bn cho ngi tiu dng hay doanh
nghip th mt cht thi thc trong khi cho hng cng gip giao dch kt thc
thun li.
Q Hi: Da trn nguyn tc tip din, ta c th lm g mi gia k nng tip th

qua in thoi?
A p: t mua mt vi trong s nhng t bo v tip th qua in thoi trn th

trng. Bt c khi no c th, tham d cc cuc hi tho hoc chng trnh rn
luyn k nng bn hng hoc bn hng qua in thoi. C mi tun hoc hai tun
mt ln, dnh mt t thi gian nghin cu nhng g m cc ng nghip thnh cng
ca bn ang lm g tm ra nhng tng khc. Cng nn nh ngi gim st
hoc sp nh k lng nghe mt vi cuc gi ca bn v nh h cho bit kin. Ti
thng ghi m mt s cuc gi ca mnh ri phn tch chng
Q Hi: Mt trong nhng iu m bn dy cho khch hng ca mnh l vt qua ro

cn ca thnh tch doanh s. iu ny c ngha l g, v p dng iu vo tip
th qua in thoi nh th no?
A p: Nhng ro cn ca thnh tch doanh s c th nh hng mnh n nm

lnh vc khc nhau, cc lnh vc ny thc s c lin quan n doanh s. Trc tin,
bn mun m bo rng mnh c mt k hoch chnh xc v kh thi. Nu k hoch
tip th tng th ca bn khng hon ho, bn s khng bao gi t c mc tiu.
DIALREC
DialRec No
Th hai, bn c lm vic hiu qu vi t cch l mt nhn vin tip th qua in

thoi khng? Nu bn lm vic khng hiu qu, th chnh l mt ro cn cho
doanh s. Th ba, xc nh xem phng thc lm vic ca bn c hiu qu khng.
Nu trn bn lm vic ca bn c qu nhiu giy t th bn khng tn dng
cng ngh t ng ha mt s hot ng giy t ca bn. Nu bn khng ngn
np, bn khng th ti u ha hiu sut lm vic v lng ph thi gian qu gi. Th
t, nu bn ang tn dng cng ngh, n c gip bn ci thin doanh s hay n
ang cn tr bn v tnh phc tp hay thiu ht mt s tnh nng, ty chnh ph
hp? Cui cng, m bo rng khng c tr ngi trong qu trnh bn hng. V d:
bn dn dt khch hng tng bc vo chu trnh bn hng vi trnh t thi gian
hp l cha?
Barry Maher
Tng Gim c
Barry Maher & Associates
S in thoi: (760) 9629872
Website: www.BarryMaher.com
Tp ch Selling Power ni: i vi nhng khch hng ni ting v c nh hng ca mnh,
Barry Maher ch n gin l ngi o to bn hng gii nht trong ngnh. D vi t cch l
mt din gi, tc gi hay c vn, Barry u c thu t kt qu. Qua nhiu nm, Barry
gip hng trm khch hng ln nh trn nhiu lnh vc khc nhau ci thin sn lng, doanh s
v trn tt c chnh l li nhun. Barry bt u nghip bn hng khi ln 6. Lc ng ta lm
theo mt qung co trn mt cun truyn tranh v bt u g ca tng nh bn bu thip.
Nm 16 tui, ng c mt cng vic thc th l n tng nh thuyt phc gia ch t mua
bo di hn. K t , ng bt u bn mi th qua in thoi t v xem kch n c hi
qung co v c cc dch v v an ninh. K t nm 1985, ng lm c vn cho cc nhn vin
bn hng v nhn vin bn hng qua in thoi.
Q Hi: Trong s nhng iu khc bit gia tip th qua in thoi v cc loi hnh bn
hng khc, iu g khin ng thch nht?
A p: Rt tuyt vi. Nu ti trc tip gp g khch hng th trong cng mt ngy

th may mn nht, ti cng ch gp c 10 ngi. Nhng vi vic bn hng qua
in thoi, ti c th dng chng y thi gian lin h vi hng trm khch hng
tim nng. Bn hng l mt tr chi ca cc con s, v bn s t c nhng con
s ln hn rt nhiu nu bn hng qua in thoi. Theo cch , bn s t lng ph
thi gian v ch hn. lun nng ng, ti lun c tp trung vo khch hng v
c xc nh nhu cu ca h thm ch trc khi h nhn ra nhu cu ca chnh mnh.
Tha mn nhu cu ca khch hng, gii quyt vn ng thi bn c sn
phm cho ti mt cm gic tuyt vi. Ti thy rt hng th khi lm vic lin tc
t n v tr cao nht trong i ng nhn vin bn hng m ti lm vic chung.
Q Hi: Thi ca mt nhn vin bn hng qua in thoi quan trng nh th no?
A p: Cc k quan trng. Nu bn gi cho khch hng vi mong mun khch hng

s mua, h thng b nh hng bi nim tin . Nh thi ca bn, khch hng
s nhn ra l bn tin rng mnh ang bn cho h mt mn hi v h c xu hng
tin vo iu . Thi ca bn c truyn ti thong qua nhng g bn ni, cch
bn din t, v nhng cm xc bn biu l qua in thoi. Ging iu cho hng
ca bn s mang tnh quyt nh.
DIALREC
DialRec No
Q Hi: Xin ng cho bit mt vi cch tt nht gi ging khi ng buc phi lp li li
cho hng sut c ngy?
A p: Nhim v cn bn ca nhn vin bn hng l to c hng th hoc quan

tm i vi sn phm hay dch v. Cng vic ny rt d bin bn thnh mt k ni
thuc lng nh vt v khin bn cm thy n nh mt cc hnh. C rt nhiu cch
gip cho mt nhn vin bn hng qua in thoi duy tr c s hng th ca
chnh mnh. Ti khuyn bn nn t mt tm gng trn bn lm vic ca mnh
quan st mnh trong lc gi in nh gi mc hng th ca bn. Ti cng
kin ngh cc bn nn ng ln, s dng in thoi c headphone v i li trong
phng khi bn ang bn hng qua in thoi
Q Hi: Xin ng cho bit mt vi li m cc nhn vin mi vo ngh thng mc phi?
A p: H s s tht bi v s t chi. Bn khng th s nhng tiu cc lin quan

n sn phm hay dch v m bn ang bn. Bn c th bin nhng im tiu cc
thnh nhng u im. V d, nu ti gi cho mt khch hng gii thiu cho h
dch v t vn ca ti, mt tr ngi m ti c th gp phi l chi ph qu cao. Ti c
th p li rng: Chc rng ng cm thy qu t. Ti sao ti li t mc gi cao
nh vy? V ti c th. Khch hng ca ti sn lng tr tin cho ti v kt qu m ti
em li cho h. ng c thy ai i t hn khng? R rng l c. Nhng ng c thc
s ngh rng nhng ngi s i t hn nu h c th i nhiu hn khng? H
i t hn v l nhng g m h xng ng v nhng khch hng ca h
s nhn c gi tr tng ng vi nhng g h b ra cho dch v .
Nu c nhng im tiu cc, ti khuyn nn trnh by n vi khch hng theo
hng tch cc. Trc ht, bn phi c kh nng bn sn phm hay dch v cho
chnh mnh ri mi ngh n vic thuyt phc ngi khc mua.
Q Hi: Khi thc s bt u cho hng cho nhng khch hng tim nng, nhng tr
ngi thng gp nht l g, v ng tm ra nhng chin thut g vt qua
chng?
A p: C rt nhiu tr ngi. Vt qua ngi gc cng l tr ngi vi mi ngi. Khi

ni my n ng ngi, bn cn to ra s hng th tc th. Qua nhiu nm, ti
dng hn 50 cch vt qua ngi gc cng. Mt phng php rt hiu qu l
lm ra v chc chn s vt qua ngi gc cng bng cch ni: Cho, c Bill
khng? Ti Barry y. Ti chng bao gi ni rng ti l Barry Maher. Khi ngi
gc cng hi Barry no?, ti s p li l Barry Maher. Ti cn ni chuyn vi Bill.
Bng cch ti thng c ni my ngay tc th bi v ti to ra gi nh l
mnh s c ni my vi ngi cn gp. Nu ti nghe c v khng chc chn v
khng tin mnh s c ni my th ti s khng lm c. Nu bn pht m nhm
tn ca ngi mun gp hoc t ra khng bit mnh ang gi cho ai th bn s
khng qua c ngi gc cng. Thay v cc k xo, ti nhn ra rng nhng
phng php n gin nht tip cn ngi-c-quyn-quyt-nh lun hiu qu.
Mt phng php khc l gi mt l th hay mt bn fax ti trc ri sau gi
in v ni rng ti mun din gii thm v nhng thng tin gi. to ra hng
th tc thi khi bn ni chuyn c vi ngi c quyn quyt nh, bn cn
to s ch ngay t lc u. S ch ny ty thuc vo sn phm hay dch v m
bn ang bn. Mt nh iu hnh kinh doanh qua in thoi gii s to ra nhiu
nhn xt gy ch v ngh hoc yu cu i ng nhn vin tip th di quyn
s dng chng. Ti nh c ln ti a ra ngh qung co cho mt nh xut bn
trong mt lng sinh vin. Cu m ti dng l Ti c 10,000 sinh vin cch ch
cc ng vi khu nh. ng c mun tip cn h khng? Ti ni cu ny trc khi
cho bit ti bn khng gian qung co cho mt tp ch c bn ti nh sch ca
trng. Nu bn vi v a ra qu nhiu thng tin, khch hng c th ngh rng h
khng cn th m bn ang bn. Nu ti ni ti bn khng gian qung co cho mt
tp ch nh sch ca trng i hc ngay t u, c th khch hng s cp my
DIALREC
DialRec No
ngay. Thnh cng ca bn ph thuc vo cu trc m bn dng din gii ca

mnh.
Q Hi: ng lm cch no vt qua nhng tr ngi thng gp khi tip th qua in

thoi?
A p: C rt nhiu loi tr ngi m bn chc chn s gp. Gi c l l tr ngi ph

bin nht. Mt cch vt qua tr ngi ny l thay i t l. Ni cch khc, nu
bn ni rng gi phi tr l 3.200 USD/nm, ngi ta s bo rng l mt s tin
ln. Nu bn chia ra xem sn phm hay dch v ca bn tr gi bao nhiu trong mt
gi, mt ngy, mt thng, gi c s tr nn phi chng hn. V d: s tin 3.200
USD/nm kia thc ra ch l 61,53 USD/tun hoc cha n 8,75 USD/ngy. Mt
iu na m bn c th lm l to ra cm gic v mt ci gi rt cao ngay t lc
u. Khin cho ngi ta mun mua sn phm hay dch v nhng cng lm cho h
lo rng h khng tin mua. Ti lin tc ni v sn phm m khng ng
n gi c. Ti ch khch hng hi. Nu khch hng khng hi th ti khng
hon thnh nhim v thuyt phc h mun sn phm ca ti. Khi h hi v gi, ti
thng tr li l: Gi cao lm hay Gi rt t nhng cng ng ng tin bt go.
iu ny khin cho khch hng hnh dung ra mt ci gi rt cao v c g h c
tin mua. Sau ti cho h bit gi, v nhc li rng l mt s tin rt ln mc
d ti bit n nm trong kh nng chi tr ca khch hng. Ti mun khch hng
ngay lp tc ngh rng: , cng u c nhiu tin lm u. Mnh c th mua c
m. Ti lun ngh gi dch v hay sn phm t nht c th v ti bit ch l
bc khi u ca tin trnh thng lng. Nu ti gii thiu mt mn t tin
nhng nhn ra rng khch hng s khng mua th m ti va gii thiu, ti s a
ra mt mn r hn. Ti thng c sn mt s phng n d phng cho nhng
trng hp .
Q Hi: Lm th no lun nng ng sut c ngy khi tip th qua in thoi?
A p: Ti thu thp nhng ting khng v bit rng khi t n mt s lng nht
nh, ti s nhn c ting c m ti ang ch i. Ti bit rng tip th qua in
thoi ch n thun l tr chi vi nhng con s. Ngi bn hng thnh cng nht
l ngi nghe nhiu li t chi nht. Ngi no nhn c cng nhiu li t chi,
ngi rt cuc s bn c nhiu nht. Ti thng ghi li nhng cuc gi ca
mnh mt cch chi tit v ra mc tiu hng ngy cho bn thn. Ti bit mnh
phi gi bao nhiu cuc tr thnh ngi dn u trong cng vic, phi gi bao
nhiu cuc gp c mt ngi c quyn quyt nh, v phi gi bao nhiu cuc
thc hin thnh cng mt giao dch. Ti bit trung bnh mi 200 cuc gi th ti
s t c mt mc doanh s nht nh. Mo l ch lun gi cho qu trnh lm
vic vui v v th v i vi bn thn v khch hng. Nn tn dng tnh hi hc
ca mnh v ting ci l cng c tt nht bn hng, c bit l bn hng qua
in thoi.
Q Hi: Da trn nguyn tc tip din, ta c th lm g mi gia k nng tip th

qua in thoi?
A p: Ti lin tc bn. Ti c mi th lin quan n bn hng v ni chuyn vi

tt c nhng nhn vin bn hng m ti gp. Hu ht nhng g ti hc c l nh
quan st ngi khc lm vic v t mnh tng tc vi khch hng. Sau mi cuc
gi, ti suy ngh xem l ra ti nn lm g t kt qu tt hn v ti nn din gii
nh th no cho hay hn. Sau , ti p dng nhng thay i ny vo cuc gi tip
theo, nh k nng ni chuyn qua in thoi ca ti lun tin trin. Hy nh hc
tp t chnh nhng sai lm ca bn thn.
DIALREC
DialRec No
David English
Gim c
Technology Sales Leads

S in thoi: (617) 4264510 / (877) 2418546
Website: www.tsleads.com
Technology Sales Leads (TSL) c thnh lp vo thng t nm 1999 nhm cung cp dch v
thm d v tip th qua in thoi cho cc cng ty cng ngh trn ton th gii. TSL l mt
cng ty ang pht trin vi i ng nhn vin ni c nhiu th ting v c vn phng i
din M, Anh, Chu Phi, n v Ireland. Khch hng ca h c mt s cng ty phn mm
pht trin nhanh nht chu u v Bc M, cng nh cc cng ty thng hng v cng ngh.
Mc tiu ca cng ty ny l pht trin doanh s cho cc cng ty cng ngh hoc cc cng ty
chuyn v dch v ngh nghip. Thng qua chi nhnh tip th qua in thoi c tn l The
Contact Company, TSL cung cp cc dch v tip th qua in thoi truyn thng. Trc khi
ng sng lp ra TSL, David lm vic cho IBM Bc M Boston v Chicago.
Q Hi: Chuyn ngnh ca ng l gip cc cng ty tm ra cc khch hng tim nng

cho cc sn phm v dch v ca h. ng lm iu nh th no?
A p: Chng ti lm vic vi i tc ca mnh xc nh nhng khch hng tim

nng ti u cho sn phm hay dch v ca h, chng ti s xc nh nhng nhn
vt then cht, c quyn quyt nh v cung cp cho i tc mt danh sch chi tit
v c chn lc k lng. Danh sch ny bao gm cc khch hng tim nng
c nh gi bao gm tn, chc danh, thng tin lin lc. Chng ti coi nhng g
mnh lm l bc u tin ca qu trnh tip th qua in thoi vi mc tiu l
nhng khch hng cp cao v tri vi xu hng nhm n th trng i chng to
ln, chng ti gip i tc ca mnh tip cn nhng th trng c chn lc k
lng v thch hp. Nh vy, khi mt nhn vin tip th qua in thoi s dng mt
danh sch do chng ti chun b, ngi s mt t thi gian trong vic tm ra
nhng khch hng iu kin v nhng ngi c quyn quyt nh v c nhiu
thi gian ng dng chuyn mn ca mnh trong vic bn hng cho nhng ngi
thch hp.
Khi mt i tc mi tm n chng ti, chng ti dnh ra rt nhiu thi gian

phn tch nhng mt hng ca h nhm m bo rng chng ti s a ra mt
danh sch khch hng thch hp cho h. Chng ti tin rng: nu danh sch m
chng ti cung cp cng tt th th i tc ca chng ti c th bn c hng
nhanh hn v d dng hn. Khi chng ti xc nh c nhng khch hng tim
nng v a vo danh sch, chng ti bn bc chin lc vi i tc ca mnh
pht trin v hon thin thng ip qung co
Q Hi: ng lm nh th no chn nhng khch hng tim nng cho i tc ca

mnh?
A p: Vic ny hon ton ph thuc vo sn phm hoc dch v c bn. Thnh

thong, vic xc nh mt th trng ph hp rt n gin v hin nhin. Tuy nhin
cng c khi phc tp hn. Ngoi vic phn tch sn phm hay dch v, chng ti
cn phi tm hiu xem nhng khch hng trc y ca i tc l nhng ai v
nhng khch hng ny c im g chung. Chng ti cng ch n cc nhn t
kinh t m bo nhng khch hng m i tc ca chng ti nhm n c
kh nng kinh t mua cc sn phm c cho bn. Chuyn mn ca chng ti
l pht trin nhng danh sch trin vng t con s khng. Chng ti s dng nhiu
ngun thng tin, bao gm nhng nh mi gii danh sch, bin son danh sch
ca chng ti. y c v l mt cch kh tn km son ra mt danh sch,
DIALREC
DialRec No
nhng kt qu kh quan v sau rt xng ng chi ra nhng khon ph ny. i

vi mt nhn vin tip th qua in thoi, cng vic s thun tin hn nu anh ta
c s dng mt danh sch khch hng c tm hiu trc vi nhng thng
tin chnh xc thay v mt danh sch sai st, li thi, hoc lit k nhng khch hng
khng cn n nhng sn phm hay dch v c bn.
Q Hi: Nhng li m nhn vin tip th qua in thoi thng mc phi khi pht trin
mt danh sch khch hng tim nng l g?
A p: H c th xc nh nhng cng ty thch hp lin lc nhng li tn qu

nhiu thi gian bn cho cc vn phng v tinh trong khi quyn quyt nh mua
bn cho c cng ty nm trong tay vn phng trung tm. y l mt li thng gp
gy lng ph thi gian v cng sc. Thc t, iu quan trng l phi m bo bn
ang tip xc vi mt khch hng c thm quyn mua sn phm hay dch v
v vi t cch l mt nhn vin tip th, bn phi lun c mt chin lc qun l
khch hng. iu ny c ngha l s dng mt phn mm vi c s d liu chuyn
dng. Chng ti s dng phn mm c quyn ca mnh cho i tc ca chng ti;
cn cc phn mm vit sn trn th trng, chng ti vn cha tm ra phn mm
no thc s ni tri. Mt iu cn quan trng hn na l m bo nhn vin tip
th c s dng mt phn mm vi y chc nng m h cn. Mt iu mang
tnh sng cn l khch hng khng b lc li trong chu trnh kinh doanh ca cng ty
tin hnh tip th. Nu mt cng ty s dng tip th qua in thoi nh mt hnh
thc b sung cho lc lng kinh doanh truyn thng th phi m bo rng tt c
cc i l u c th truy xut thng tin trong trong c s d liu v khch hng.
Cc i l c th truy xut tt c thng tin m h cn nh my tnh xch tay hay
cc thit b tng t. Mt iu cng khng km phn quan trng l phn mm
qun l khch hng phi c kh nng thu thp thng tin hiu qu.
Q Hi: Cc nh mi gii danh sch thng cho bn rt nhiu ty chn cho nhn vin
tip th qua in thoi. Vy khi mua mt danh sch, nhn vin tip th phi ch
thng tin g trong danh sch?
A p: C rt nhiu cu hi c t ra m bo rng bn ang mua mt danh

sch m bn c th tn dng ti a. V d, bn mun bit nhng ci tn trong danh
sch c thu thp nh th no, thng tin c cp nht ra sao v mc chnh
xc ca thng tin. Mt trong nhng vn ln khi mua nhng danh sch ngoi th
trng chnh l s li thi v khng chnh xc ca phn ln thng tin. Nu danh
sch ca bn c 30% thng tin khng chnh xc th bn s phi tn rt nhiu thi
gian v cng sc khi bt u n lc tip th. Mt li thng gp khc l nhn vin
tip th thng mua nhng danh sch r nht m h tm c. y c th l mt
chin lc tt nht nhng cng c th l phng php ti nht. V cht lng ca
danh sch s nh hng n thnh cng khi bn thc s bt u tip th. Cc
thng tin cng c ty bin v tm hiu k lng th kt qu s cng kh quan. S
tin b ra lc u mua nhng ci tn vi cht lng cao hn s n p hu
hnh hn v sau.
L mt nhn vin tip th qua in thoi, nu bn nghin cu trc nh v xc

nh nhng ngi bn mun tip cn trc khi lin lc vi mt ngi mi gii danh
sch, bn s c nhiu kh nng mua c mt danh sch vi cc thng tin gi tr
vi nhng khch hng cn, mun mua sn phm, dch v ca bn. Trc khi b ra
c mt gia ti ly mt danh sch t tin, ti lun kin ngh mua mt danh sch
th nghim vi mt s tin nh. Gi cho nhng khch hng trong danh sch th
nghim m bo rng c c nhng thng tin vi cht lng mong mun. C th
hiu iu ny mt cch n gin mua th vi trm ci tn trc khi mua mt danh
sch cha hng ngn ci tn khc.
Q Hi: Xin ng cho bit tm quan trng ca vic khi u cng vic tip th qua in
thoi bng mt danh sch vi nh hng tt?
DIALREC
DialRec No
A p: iu ny quan trng, nhng nhng kha cnh khc ca ngh tip th cng
quan trng khng km. Cht lng li tip th v cc k nng ca chnh nhng
nhn vin tip th rt quan trng tng doanh s. Nhiu nhn t phi kt hp
kho lo vi nhau t c thnh cng.
Carla Meine
Founder and President

OCurrance Teleservices, Inc.
S in thoi: (801) 7360500
Website: www.ocurrance.com
OCurrance Teleservices l mt nh tin phong trong lnh vc cung cp dch v tip th qua in
thoi, thc hin bn hng bng cch gi in tip th v nhn in thoi tip th, x l t hng
v mt s dch v khc. T Telemarketing Magazine mi y ch ch danh OCurrance
Teleservices l cng ty tip th qua in thoi vi mc pht trin ng hng th hai trong nc.
c thnh lp vo nm 1994, OCurrance Teleservices i tin phong trong vic pht trin
cc vn phng o trn nn Web v cc nhn vin lm vic t xa. Hin nay, hn 80% nhn lc
ca cng ty c th lm vic nh. Phng php tip cn theo hng mi ca OCurrance trong
vic x l nhng cuc gi phn hi t nhng vn phng o nhanh chng tr thnh tiu
chun cng nghip v cng l mt trong nhng cha kha dn n thnh cng ca cng ty.
Cng ty c tr s t ti thnh ph Salt Lake c mt i ng nhn vin vi 196 i din bn
hng v cc nhn vin gim st lm vic ton thi gian, nhng n c th m rng ngun nhn
lc bn thi gian ca mnh khi cn thit p ng nhng d n ring ca khch hng. Trc
khi thnh lp OCurrance, Carla lm ph gim c iu hnh ca Morris Air. , c gim st
hn 800 i din trung tm t hng cng nh phng nhn s, tip vin hng khng, hip hi
kinh doanh, i l bn v, phng iu hnh sn bay. Trong bi phng vn ny, Carla tho lun
cng vic ca mt nhn vin tip th nhn in thoi (y l nhng ngi tr li cc cuc gi
ca khch hng qua khi khch hng gi qua cc ng dy min ph t hng sau khi xem
qung co hoc sau khi c ca-ta-l).
Q Hi: OCurrance Teleservices khc vi nhng trung tm nhn cuc gi phn hi

khc nh th no?
A p: Ti thnh lp cng ty ny cch y khong 10 nm. Vo thi im , chng

ti l mt trong nhng cng ty u tin c cc i din bn hng t xa nh ng
dng cng ngh. iu ny c ngha l cc nhn vin tip th nhn in thoi ca
chng ti c th lm vic ti nh nhng h c kt ni vi h thng ca chng ti
thng qua mng li Internet. Vo thi im , chng ti cng l mt trong
nhng cng ty u tin tn dng cng ngh ny. Kt qu l sn lng c ci
thin ng k v cc i din ca chng ti c th lm vic ti nh v c lch cng
tc linh hot. Ti mun cng ty ca ti tr thnh trung tm tip th qua in thoi
ln nht th gii. Thay v thu nhng nhn vin tip th mi vo ngh, ti thu
nhng nhn vin bn hng c k nng cao. Ti c xu hng thu nhng ngi
tui trung nin, c nhiu kinh nghim v tt nghip i hc. Ti tin rng nu ti
thu nhng nhn vin gii th ti s c mt cng ty tuyt vi. y ch l mt v ca
phng trnh. V cn li chnh l cung cp cho nhng nhn vin cng ngh tin
tin nht v cng c bn hng mnh nht c th. S kt hp ny dn n thnh
cng. Khi nhn vin lm vic nh, h dng my tnh ni mng trc tip n h
thng ca chng ti. Nhng ngi gi n khng h bit rng mnh ang ni
chuyn vi mt nhn vin tip th ang lm vic ti nh v mi vic din ra chnh
xc nh nhng g m mt nhn vin trung tm s lm. Khng ging nhng trung
tm ch c mt i ng nhn vin thiu kinh nghim v sinh vin i hc,
DIALREC
DialRec No
OCurrance Teleservices cung cp dch v tip th qua in thoi cht lng cao cho
khch hng v nhn vin ca chng ti l nhng ngi y kinh nghim. Ngoi tin
lng tnh theo gi, nhn vin ca chng ti nhn c mt khon tin hoa hng
sau mi giao dch thnh cng. Nh vy thu nhp tim nng ca h cao hn rt
nhiu ngay c khi h ch lm vic bn thi gian.
Q Hi: Khi c thnh lp cng ty th khi nim nhn vin tip th t xa vn cn mi.
K t , khi nim ny thch nghi vi ngnh tip th qua in thoi nh th
no?
A p: Ti thi im OCurrance Teleservices c thnh lp, nhng g chng ti

lm v hu ht cng ngh u l c quyn ca chng ti. Ngy nay, c nhiu cng
ty v trung tm tip th s dng cng ngh tng t gip cho nhn vin tip th c
th lm vic t nhng ni xa xi. Tuy nhin, chng ti vn s dng nhng cng
ngh ca ring mnh v n ph hp vi phng php lm vic ca cng ty chng
ti. V d: chng ti to ra mt h thng gi l IntelliScript. N s ty bin
thng ip bn hng m nhn vin tip th s c da trn nhng phn hi t
khch hng. Chng ti cng pht trin cc cng c vch ra chng trnh lm vic
qun l cc nhn vin t xa. V chng ti s hu nhng cng c chuyn ha, k
thut cao ny nn chng ti thng vt qua cc i th cnh tranh trong lnh vc
tip th.
Q Hi: L mt trung tm tr li phn hi, cng ty ca c lm vic vi nhng loi i

tc no?
A p: Nhiu i tc ca chng ti thc hin chng trnh qung co trn ti vi.

Chng ti gii quyt cc cuc gi t hng v dch v khch hng cho h. Mt s
i tc khc li tn dng cc qung co truyn thng trn ti vi, radio v cc bo;
nhng ngi quan tm n sn phm s gi in n mt s in thoi min ph
v nhng cuc gi ny s c ni my n trung tm chng ti. Chng ti cng
thc hin nhng d n chuyn mn cho i tc. iu ny c ngha l chng ti
thu v o to mt nhm nhn vin vi nhim v duy nht l tr li cc cuc gi
cho mt i tc nht nh. Nhng nhn vin ny phi qua qu trnh o to k
lng hn, tp trung vo sn phm hay dch v m h s bn. Dch v tip th ny
thng c s dng bi cc cng ty bn sn phm v dch v vi gi cao v nhng
nhn vin tip th ca h phi c nhiu kin thc v s hu k nng bn hng tuyt
vi th mi thuyt phc c khch hng. Nhng ngi c chng ti thu lm
cng vic ny khng ging vi nhng nhn vin tip th bnh thng vn c th
nhn cuc gi cho nhiu cng ty khc nhau ti bt k thi im no v thay i ni
dung cc cuc gi cho ph hp vi mi cng ty.
Q Hi: Khi thu mt nhn vin tip th, c mun tm nhng ngi c phm cht g?
A p: C nhn ti thng tm nhng ngi c kinh nghim bn hng. Nhng ai

mun xin vic c th np n trc tip thng qua Website ca chng ti v s dng
th m chng ti gi l Predictive Index. l mt bn kho st trc tuyn gip
chng ti tm c ngi m chng ti mun da trn nhng k nng ca h.
Trong qu trnh phng vn, chng ti nh gi k nng c bng cch nghe nhn
vin tip th c mt bn tho chun b trc.
Q Hi: Trch nhim ngy qua ngy ca mt nhn vin tip th qua cc cuc gi phn
hi l g?
A p: Sau chng trnh o to ko di 30 ngy, nhim v chnh ca h l lun sn

sng trong thi gian h c sp xp lm vic. Mt khi h ng nhp vo h
thng lm vic, bt k ti nh hay ti trung tm, h s bt u nhn cuc gi
vi mc ch l bn mt sn phm hay dch v no . Bn IntelliScript dnh cho
sn phm hay dch v s hin th trn mn hnh my tnh. H s da vo n
lm vic. V trung tm chng ti lm vic vi nhiu i tc, phn ln thi gian nhn
DIALREC
DialRec No
vin tip th c yu cu c nguyn vn ti liu m chng ti cung cp v chng

ti bit n s hiu qu. i vi cc d n chuyn mn, nhn vin tip th c trao
mt s quyn hn. Nhn vin tip th qua in thoi cng phi gii quyt cc cuc
gi v dch v khch hng ca nhng ngi c thc mc v nhng sn phm
mua. V chng ti lm vic by ngy mt tun, 24 gi mt ngy nn chng ti thu
cc nhn vin hot ng trong nhiu ca khc nhau. Tr ngi ln nht khi lm vic
cho mt trung tm tip th qua in thoi l vic sp xp lch lm vic. C khi, mi
cho n chiu th su chng ti mi bit rng vo cui tun i tc ca chng ti
s c mt chng trnh qung co trn ti vi, th l chng ti phi cc nhn vin
tip th ca mnh trc in thoi m gn nh khng bo trc, ngay c khi l
cui tun. Khi t mnh thc hin cc cuc gi tip th, ngi ta c th kim sot
thi im gi in. Nu tip th bng cch nhn cuc gi t khch hng nh chng
ti th khng bit trc khi no khch hng s gi in sau khi xem mt qung co
trn bo, ti vi hay t hng sau khi c ca-ta-l.
Q Hi: Xin c cho bit mt vi ch li ca ngh nhn in thoi tip th?
A p: Trong iu kin hon ho, mt nhn vin tip th nhn in thoi c th lm

vic ti nh, c lch lm vic linh hot, hng tin hoa hng theo doanh s, v
khng phi i mt vi nhng kh khn. Tuy nhin, sc p ca ngh gi in thoi
tip th v khi gi in thoi tip th bn s phi gi nhng cuc gi khng bo
trc. Nhiu nhn vin tip th c kinh nghim thch lm vic nh v mi trng
lm vic cc trung tm thng rt n o, gy kh tp trung. Mt nhn vin tip
th nhn in thoi c li th v khch hng mt khi gi in th c hng th vi
sn phm hay dch v. Mc d hi kh kim c mt vic lm trong ngnh tip
th t xa nhng ngy cng c nhiu cng ty trn ton quc bt u nhn ra li ch
ca n v nh vy, c hi vic lm cng tng ln. iu kh khn l phi tm c
mt trung tm ng tr c lng v hoa hng.
Nhn in thoi tip th i hi mt s k nng cn bn nh gi in thoi tip th

nhng nhng tnh cch cn thit tr thnh mt nhn vin tip th nhn in
thoi thnh cng th hi khc mt cht v trong ngh ny t b tht bi v t chi
hn. Ti tin rng gi in thoi tip th kh khn hn nhiu so vi nhn in thoi
tip th. V vic gii quyt kh khn, nhn in thoi tip th cng c nhng tr
ngi nh gi in thoi tip th. Mt s tr ngi thng gp c lin quan n tin
bc hoc nhu cu tho lun vi v hoc chng trc khi tin hnh giao dch.
Khi mun tr thnh mt nhn vin tip th nhn in thoi, ngoi tr nhng quyn
li chung dnh cho nhn vin lm vic ton thi gian, bn cng nn xem xt mi
trng lm vic, lch lm vic v cc khon thng. Hin c rt nhiu c hi cho
mt nhn vin tip th nhn in thoi khng nhng cc trung tm tip th m
cn cc cng ty va v ln hay cc tp on lin doanh na. Phn thng ln nht
m chng ti trao cho nhng ngi gii nht chnh l quyn c lm vic ti nh.
Tuy nhin khng phi ai cng mun lm vic ti nh. Mt s ngi i lm l
c ra khi nh. V vy tm c mt mi trng thun li lm vic cng l
iu quan trng.
Q Hi: C lm th no cc nhn vin tip th ca mnh lun nng ng v khng

cm thy chn khi phi lp i lp li sut c ngy?
A p: Ti thy rng cc cuc thi ua v nhng li khch l trong ngy v trong tun
gip ti rt nhiu trong vic ny. Vic nhn vin tip th ca chng ti c hng
hoa hng da trn doanh s cng l mt ng c rt hu hiu. Ti lnh cho cc
gim st vin gim st cc cuc gi m bo thi v phong cch ca nhn
vin lun mc m ti yu cu. Chng ti cng nh mt cng ty khc nh k
o to v thc y nhn vin ca chng ti. C rt nhiu iu phi lm xy
dng nim tin ca cc nhn vin. H phi tin vo sn phm v c mt nim tin nht
nh i vi nhng khch hng m h ang thuyt phc. C hai tun, chng ti li
DIALREC
DialRec No
thc hin o to v ng lc khuyn khch nhn vin c thi ng n v

tip tc n lc. Ti cng khuyn khch nhn vin thc hin mt s th thut thng
thng khch l tinh thn. V d: chng ti t trn mi bn lm vic mt tm
gng nhn vin c th thy mnh ang lm vic. V iu cui cng: chn cho
mnh mt ngi ch c th cung cp cc cng c v k thut, cc kha o to cn
thit v nhng h tr v sau gip bn to ra doanh s.
DIALREC
DialRec No

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#1 in telemarketing & call center

#1 in Telemarketing & Call center

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BN HNG CH N GIN L GI IN.......................................................... 7

Ngnh Kinh Doanh Tip Th Qua in Thoi ...................................................................... 8

Bn c nn c quyn sch ny khng? ............................................................................ 9

Bn s hc c g t cun sch ny ................................................................................ 9

Ging Ni + in thoi = Bn hng................................................................................. 10

Ti sao bn nn c cun sch ny ................................................................................. 11

Vch r nhu cu v mc ch ca bn ............................................................................. 11

Ti sao cc cng ty s dng vic tip th qua in thoi ................................................... 12

Ti sao li ng dng Telemarketing? ............................................................................... 14

Nhng thun li v tr ngi ca telemarketing................................................................. 15

Nhng iu c th v khng th qua in thoi ............................................................... 16

KIM TIN VI NGH TELEMARKETING ........................................................ 17

Cc dng cng vic ca Telemarketing/Telesales ............................................................. 17

Lng bng ................................................................................................................... 19

S gi lm vic bn mong mun ..................................................................................... 20

Nhng yu cu K Nng ................................................................................................. 21

THNG IP BN HNG NG N L IU THEN CHT ............................ 24

Thng ip bn hng ca cng ty bn l g? .................................................................... 25

Giao tip qua in thoi.................................................................................................. 27

Xc nh nhng mc tiu ................................................................................................ 28

Kt hp thng ip bn hng vi nhu cu ca khch hng tim nng ............................... 29

Thu ht s ch ca khch hng v duy tr s ch ................................................. 30

on trc nhng phn bc v tha thun vi h............................................................ 31

Hon Tt Vic Bn Hng ................................................................................................. 35

Biu l thi ng n................................................................................................. 36

Suy ngh ng trc khi hnh ng................................................................................. 37

Thi ca bn c chuyn ti bng ging ni v ngn ng ca bn ............................. 38

Bn B, nhng khng phi quy ri.................................................................................. 39

Thit lp tha thun gia bn v khch hng tim nng................................................... 40

NI TO HN! S DNG GING NI NH L CNG C BN HNG................ 41

Ging ni ca bn nh hng n kh nng thnh cng nh th no ............................... 41

Hc cch iu khin ging ni ca bn ............................................................................ 42

S dng ging ni ca bn nh l mt cng c bn hng................................................. 45

Khng ch ni, m hy lng nghe! ................................................................................... 47

Kim tra m thanh ging ni ca bn .............................................................................. 48

Nhng li nn trnh ....................................................................................................... 48

LCH TRNH LM VIC CA NHN VIN TELEMARKETING ............................ 50

Bc 1: Xc nh Ngi no/Nhng cng ty no s mua sn phm/dch v ca bn .......... 50

Bc 3: u tin nhng khch hng m bn ang hng n ........................................... 52

Bc 4: Pht trin vic bun bn mi .............................................................................. 52

Bc 5: Chun b cho mi cuc gi ................................................................................. 52

Bc 6: Quay s c tin: Gi in thoi....................................................................... 53

Bc 7: Gii quyt nhng ngi gc cng ....................................................................... 54

Bc 8: Lin lc v ni chuyn vi ngi a ra quyt nh.............................................. 54

Bc 9: Trnh by li gii thiu sn phm ca bn ........................................................... 55

Bc 10: Kt thc th.................................................................................................. 55

Bc 11: Thng lng v gii quyt tt c cc s phn bc............................................ 56

Bc 12: Kt thc .......................................................................................................... 57

Bc 13: Chm dt cuc gi ........................................................................................... 57

Bc 14: Gi in Tm tt v Hon thnh ....................................................................... 58

Bc 15: Nhng dch v gi tr gia tng........................................................................... 58

em tnh trc quan vo li cho hng ca bn. ............................................................... 59

KT THC BN HNG ..................................................................................... 60

Kt thc hp ng: Lm ngay t lc bt u ................................................................... 60

Ch ti tn hiu mua hng............................................................................................ 60

Th xc tin hon tt hp ng ................................................................................. 61

Ai nn vit kch bn telemarketing cho bn ? ................................................................... 66

Cc phn chnh ca mt kch bn telemarketing outbound:............................................... 68

Cc chin lc cho mt kch bn Telemarketing ............................................................... 69

Tm n chuyn gia vit kch bn telemarketing. .............................................................. 70