Effective Telemarketing

Objectives:
Introduce the basics in selling. To develop selling skills over the phone. Shows the importance of developing skills in asking the right questions to lead a sale

What is Telemarketing?
Form of direct marketing where a salesperson uses the telephone as an interactive medium to sell products. Most powerful and cost-effective form of marketing available today. Requires immediate response from prospects compared to other forms of advertising such as newspaper, billboard or direct mail which can be ignored.

7 Key Points of Good Vocal Qualities

PITCH INFLECTION COURTESY TONE UNDERSTANDABILITY RATE OF SPEAKING ENUNCIATION

5 Key Points to Right Opening

G reet the customer A ccord customer full attention T alk in professional and pleasant manner E stablish rapport S eek permission to ask questions

Principles of Powerful Persuasion

(ETHOS)

PRESENTER
Your needs & interests

(PATHOS)

AUDIENCE
Their needs & interests

(LOGOS)

SUBJECT
Your programs needs & accomplishments

PERSUASION TRIANGLE

PERSUASION art of finding the best available

means of moving a specific audience in a specific situation to a specific decision Ex. The melting of a candle that involves 3 processes:

MELT MOLD HARDEN & IGNITE

Key to MELTING Resistance:

Be honest Find a common ground Appreciate what they are already doing Give realistic pros and cons Ask them to make your case

Key to MOLDING Opinion:

Know your Audience means knowing what they all commonly want and like

Key to HARDEN and IGNITE: people may feel for you and
agree with you, but if you do not act on your behalf, your presentation fails its purpose

What is Selling?
Oldest and one of the toughest jobs in the world. It is people business. What we do to show people that the product marketed to them is the best solution to their needs. It is about helping your customer come up with a solution to their problem. Creating win-win situation between the seller and the buyer.

Basics of Selling
CHECK YOUR ATTITUDE
Attitude is CONTAGIOUS.
Selling is the transfer of enthusiasm into the mind and heart of the customer so be ENTHUSIASTIC BY BEING UPBEAT! Be POSITIVE. Remain OPTIMISTIC in times of distraught. Focus on the PRESENT and FUTURE.

 CHECK YOUR DRIVE

Ones performance is always dependent on motivation.
Two Motivational Factors: Intrinsic Motivation a form of motivation inherent or innate to us. Ex. Developing ones communication skills Extrinsic Motivation from the external and tangible. Ex. Incentives, compensation, promotion

 CHECK YOUR CONFIDENCE

You should sound more confident over the phone.
Be confident and charismatic, but not arrogant and vain Do not just trust yourself, have total belief in your products. Trust your capabilities. Find your self esteem.

 CHECK YOUR LISTENING SKILLS

In the world of sales a good listener can outperform a fast talker.
Do not monopolize the transaction. Give them time to be heard. Listen to your prospects 90% of the time. Do not answer customers question for the sake of answering.

 DEVELOP YOUR VERBAL AND VOCAL SKILLS

Telephone is non-visual.
Make a good impression through your voice. Make sure they can hear you. Speak clearly and loudly enough.

Buying Process of a Consumer

All consumers go through a buying process when making a decision.
Steps according to Andre Plessis: 1. Do they really need it? 2. Information gathering. a. Supply the information necessary to help them make a decision.

b. Supply the information necessary to help them make a decision. c. Give them reasons to buy from you. d. Create interest by recommending. 3. Evaluation 4. Purchase

Buying Signals
Buying signals are words, sounds, and moods that customers use and manifest to tell you that they are already interested in some levels.

Questions about then price (How much is it? Do I get discounts?) Questions about the delivery (How fast can you deliver them?)

 Questions about features, options, quality, guarantees or warranties. Questions about how it works (for how long can I use it? How do I operate it?) Questions about the other satisfied customers. Request for a sample Objections (I dont have enough money. I dont like it) Positive words (Thats great. Thats nice. Really?)

Sales Presentation
Sales presentation is the most exciting part of the sales process.

TIPS!
Do not be afraid to be excited about your product. You should stay on task even when you want to be personable. Use natural dialogue.

 Use friendly and warm words than business formal talk. Slow down the pace of your presentation when emphasizing important points. Learn how to pause for effect. Use positive words that show confidence and decisiveness.
Absolutely Yes Thank you I agree with you that. I appreciate your point You have an interesting point there. I can understand that. You are right if it happens to me, I feel the same way I can understand why you would be upset, I probably would too.

 I am not surprised to hear you say that I completely understand you

Never ask a customer if they are going to place an order.

Never say: are you going to place an order? or would you like to place an order?

One of the most powerful words in selling is YOU. Use the word I minimally during your sales presentation. Be decisive. Dont use words like maybe and Ill try. It helps if you use the phrase take advantage of instead of the using the word avail.

 Sales are based upon emotions supported by logic. Adapt your sales presentation to your prospect. Practice brevity. It is a bad idea to badmouth your competitor/competition. Stand up. Use the Bernard Fake Laugh technique.

Steps in Making Sale

Courteous Greeting

CLOSE

Build the right impression to the customers upon the onset of the call. SMILE over the phone Practice Voice Techniques

 Be relaxed during the sales call. Things to consider when doing greetings: Be confident Be compassionate Believe in the product/service Be sincere Show excitement Show conviction. But do not intimidate your customer.

Learn the Need of the customer

Customers call because they need help.

Probe for information Find out what the customer wants

Two kinds of Questions:
1. CLOSE-ENDED QUESTIONS answerable by yes, no, or a factual answer

2. OPEN-ENDED QUESTIONS require a more depth answer.

Offer the Benefits

It is important to uncover the need of your customers in order for us to sell them.
Reasons why people buy: Desire wealth Desire health Image, admiration, status Satisfy desire

Amusement, entertainment Safety and security for self or family

 Perceived usefulness or value Self improvement Comfort Desire to save time Potential to be worry free
Key words to remember:

Feature characteristic of a product such as size, color, and functionality that can solve or prevent problems Benefit what the customer gets from the features in order to fill needs.

SEize the Sale

Seize means take hold of a grab. Go ahead. Rules when closing sale:
Close with casual confidence. Know when to do the closing. Never interrupt the closing process. Always pause after you close. Never close the same way twice in the same call.

 Transfer a sense of urgency to your customer into buying now. Be prepared to remain silent after asking the closing questions.

Determine the kinds of closing:

ASSUMPTIVE CLOSING you assume agreement,

you put yourself in control of the conversation. Ex: What we will do is send you the product so you can evaluate it. Also, with it comes a guarantee of your money back in 30 days if you are not satisfied.

 The CHECK BACK CLOSE softer and lighter

version of the Assumptive Close

Ex: Ill be sending you the product, for you to test and
evaluate for yourself of how it will fair in solving your problem. Is that okay?

The CHOICE CLOSE

between one thing or another.

it offer the prospect the choice

Ex: My understanding is, you need the product to ease

you of the pain you have been experiencing for many years now, right.. You can continue having those pains or be relived of them totally when you use this product, which is a better solution for you.

 DO YOU HAVE A PEN CLOSE closing on wrap-up

information

Ex: Do you have a pen there? Let me give you our toll
free customer service number, should you have any questions while going through the program.

FEEL-FREE FOUND CLOSE

just 3 words FEEL-FELT-FOUND statement

making a close with

Ex: I understand how you might FEEL that way. A

few people have FELT that way before, but they FOUND (state benefit, minimize objection, close action).

 The IF CLOSE applicable when presenting a condition

to your customer Ex: If we resolve that issue, will you purchase today?

The ALTERNATIVE CHOICE CLOSE

presenting options from which the customer can only choose Ex: Would you like blue or red? or Do you want four pottery mugs or six?

done by

The URGENCY CLOSE

today on the phone.

this-is-only-available-

Ex: Why not take advantage of this while I have you

Sales Terminologies

Hardsell is forceful and insistent kind of selling

Ex. Infomercials show the price of the product

Softsell is suggestive or persuasive advertising

Ex. A customer gets 1 free big bottle of dietary pills if he buys 2 bottles of the same pills but the shipping and handling is introduced

Cross-sell is a marketing term for the practice of suggesting

related products or services to a customer who is considering buying something Ex. If you offer burger you also offer fries to go with it

Downsell lessen the price or we lessen the additional offer

Ex. Improved 10 piece knife set is being downsell to 7 piece knife set at a lower price

3rd Party Upsell

come from other companies but are offered to the customers Ex. Main product is a set of bath towels from the International company, we offer 3rd party upsell which are 3 magazines from The Reader

 Risk Free Trial (30-day money back guarantee) upfront

there is a charge when signing up to this offer.

Free Trial there is no charge. No money obligations.

Warranty written assurance that some product or service will

be provided or will certain specifications

Guarantee a pledge that something will happen or that

something is true

Overcoming Objections

TIPS!
Do not argue. Resist the tendency to be defensive. Do not ignore the customers objection. Listen and understand. Use the YES technique. Clarify by restating the objection Tactfully respond directly to the customer's statement Ask questions about why they wont buy or what they dont like about the product

4 Basic Steps - AOIC Acknowledge the Objection

Ex: I understand, I appreciate that, I respect what
you are saying, Thank you for bringing this to us

Isolate the Objection

In isolating objections, you can ask close and open ended questions.

Reasons that make an objection:

MONEY : do not have enough money to buy. Help
customers find solutions so that the offer becomes affordable.

VALUE : do not feel the product is worth the price or

does not see the value

SKEPTICISM : customer is skeptical about the product,

company or purchasing over the phone.

Offer benefits
Remember customers buy because of the benefits.

Close the sale

End rebuttal with a question or close the sale.

Effective Questioning

TIPS!
Get information before you give it. (Ex. What problems do you see in your current situation?) Use your benefit list to create questions to determine if those benefits truly are valuable to your customer. (Ex: will you consider purchasing a product that will help you lose weight in short period of time without breaking a sweat?)

 Determine how your customers are meeting their needs if they dont use the product (Ex. Does your current exercise machine burn the calories you intend to lose?) Avoid asking questions that will force the customer to think too much. (Ex: What have you tried in the past to lose those?) Quantify the problem whenever possible. (Ex: How often does this happen?) Ask one question at a time. After asking, be quiet.

Activity on Effective Telemarketing

Reading of sample script.

15 mins.

A: Thank you for calling DWC4, my name is Kelly how may I help you? C: I am interested to know more about your offer on pocket PC I saw on TV. A: Yes, of course, may I have your name please. C: Adam Jenkins A: Thank you Adam. First I need to ask a few questions. Do you mind? C: No. not a problem with that. A: How often will you be using the item? Is it for personal or business use? C: For business. I need to work on my projects especially when I travel.

A: Do you think you will be using the net when you work on your projects while you travel?
C: No, I dont think so.

A: Alright. I recommend our prepaid package because there is no monthly fee. In the advent youll need it, you can use the card to hook up to the net. Have you used prepaid cars before? C: No. Never. A: that is fine. How soon are you thinking of getting your pocket PC?

C: As soon as possible.
A: you will receive it within 3 days. You should be able start using it the same day. You can use the net then. Would you me like to arrange that for you?

C: Yes please.
A: I will have it arranged for you Adam. If you have questions you can call our customer help line, ok? C: Yes. Are there any hidden costs? A: Absolutely not. C: Ok then. Ill wait for the item within 3 days. Thank you. A: Youre welcome. Thank you for calling and have a nice day.