The Call Center

Academy
Developing
people
through
experience,
expertise and
technology
 SALES AND
TELEMARKETING
WHAT IS SALES?

SALES are the activities involved in selling products or

services in return for money or other compensation.
It is an act of completion of a commercial activity.

The "deal is closed", means the customer has

consented to the proposed product or service by
making full or partial payment (as in case of
installments) to the seller
THE SELLING PROCESS
Pre-approach

Prospecting and Approach

Qualifying

Closing Presentation

Handling
Objection
THE
SELLING Prospecting and
PROCESS Qualifying
 
This is the step in the
selling process in which
the salesperson
identifies qualified
potential customers.
THE SELLING PROCESS
Pre-approach
 
This is the step in the
selling process in which
the sales person learns
as much as possible
about a prospective
customer before
making a sales call.
THE SELLING PROCESS
Approach
This is the step in the selling process in
which the salesperson presents himself
to the customer. Here the salesperson
meets and greets the buyer to get the
relationship off to a good start. This step
involves the salesperson’s appearance,
opening lines, and the follow-up remarks.
First impression is critical. The sales
person must get the attention and
curiosity of the customer to continue
listening.
THE SELLING PROCESS
Presentation
  The step in the selling process in which
the salesperson tells the product
“story” to the buyer, showing how the
product will make or save money for
the buyer. The salesperson describes
the product features but concentrates on
presenting customer benefits. Using a
need-satisfaction approach, the
salesperson starts with a search for the
customer’s needs by getting the
customer to do most of the talking. This
approach calls for good listening and
problem-solving skills.
THE SELLING PROCESS
Handling Objections

In handling objections, the

salesperson should use a positive
approach, seek out hidden
objections, ask the buyer to clarify
any objections, take objections
as opportunities to provide
more information, and turn the
objections into reasons for
buying.
THE SELLING PROCESS
Closing
This is the step in the selling
process in which the salesperson
asks the customer for an order.

Some salespeople do not get

around to closing or do not
handle it well. They may lack
confidence, feel guilty about
asking for the order, or fail to
recognize the right moment to
close the sale.
THE SELLING PROCESS

Follow-up
 
The last step in the selling
process in which the
salesperson follows up after
the sale to ensure customer
satisfaction and repeat
business.
PSYCHOLOGY OF
SELLING
THE PSYCHOLOGY OF SELLING

1. Get a person’s
attention or
arouse curiosity
FIRST 30 SECONDS PRINCIPLE: YOU
MAY BE SELLING THE BEST
PRODUCT FOR THE BEST PRICE,
BUT IF YOU CAN’T GET AND KEEP
YOUR CUSTOMER’S ATTENTION,
YOU WON’T BE ABLE TO SELL.
THE PSYCHOLOGY OF SELLING

2. Establish or
determine your
customer’s needs
and limitation
It’s important to understand that there is a
difference between an objection and a
condition. You can use all the closing
techniques in the world but cannot change a
condition.
THE PSYCHOLOGY OF SELLING

3. Build rapport with

the prospect
RAPPORT BUILDING TIPS
Look for something in the surroundings that you
can use as a vehicle for conversation
 Using humor can be effective
 Listen to the prospect’s ideas and comments
and be aware of his/her:
Personality types
Control Issues
General Attitude
and Opening
THE PSYCHOLOGY OF SELLING
4. Show them
that you can give 5. The Action
what they want Attitude
How many people are willing to spend Offering your customer options
money on something they don’t want and further demonstrate your take
need? action attitude and your personal
interest in the outcome
Your objective is to create the highest
possible perceived value for your
product/service by focusing on the
features and benefits that the prospect
will find most appealing, interesting, or
useful.
THE PSYCHOLOGY OF SELLING
6. Believe in your
Product
You can’t sell a product that you don’t trust. If
you don’t take time to understand your product
and you don’t believe in it, you won’t sell
anything

7. Say NO if you don’t

have any Option
Let your customers know that although you are
unable to comply with his/her request, you
understand his/her point of view. UNDERSTAND
AND EMPATHIZE.
8.Always Try to Whether prospects buy or
not, end the call with a
Close the Sale and COURTESY CLOSE

Ask for Commitment

 “Thank you, Mr. Smith for
considering BRAND XX.
If a prospect suggests they alone won't or can't Have a very pleasant day!”
make a decision, or make one now, they might be  It’s a way to improve
brushing you off. If you can't get some type of product recall and it’s also
commitment from them, even a minor one, it's a way for agents to de-
pretty likely they have no intention of doing stress
anything. On the other hand, if they are sincere,
they'll have no hesitations about committing to
doing something for you.
 Always Try to Close the Sale
• Ask the prospect if he or she has a good understanding of everything you’ve
discussed.
• Determine what his or her concerns may be.
• If you don’t have the answer, or if more information is needed, make sure to
establish a time frame acceptable to both parties that will allow you to get the
proper response.
• Identify, discuss and address any objection that arises. You must make sure
that the prospect is satisfied.
• Make sure all meeting actions and time frames are met.
• Send a thank-you-email or note and make yourself available for additional
questions.
• Make it easy and comfortable for someone to approach you.
• Ask if you may participate in a future presentation
• Do not harass the client; however, be persistent.
The Buying Customer
The Customer Buying Urge
Salespeople lose prospects because of one major factor – they spend to much time
trying to sell and not enough time stimulating the customer’s natural urge to buy.

WHY CUSTOMERS
BUY
 Love
 Power
 Security
 Belonging
Four Ways to Stimulate
Emotions

1. Share Personal Stories

2. Emphasize the Benefits
3. Prove with Demonstration
4. Tap into Fear
Share Personal Stories
Stories about your personal
experiences with your products
or services give you
tremendous credibility. No
brochure can create real life
excitement that stimulates an
emotional buying demand the Emphasize the Benefits
way personal stories can. That The only reason people buy
doesn’t mean that you, the anything is because of what
salesperson, had to actually the purchase will do for
have the experience yourself.
them – in other words, its
benefits. An easy way to do
this is utter 6 magic words to
the customer: “What that
mean’s to you is…”
 Prove with Demonstration
Live demonstrations stimulate excitement and feelings of
trust (the emotions associated with buying). Customers
love to be entertained and they generally believe what
they see – especially if they’re involved in the demonstration.

Tap into Fear

Fear is another powerful emotion that can result in a feeding
frenzy. Tap into the customer's fears by pointing out the risks
associated with not buying the particular product or service. A
customer, for example, who is considering investing in a specific
car repair, should be made aware of the negative consequences of
not fixing the problem. Use this tactic sparingly and ethically,
however, or it will backfire.
CUSTOMER PERSONALITIES

1. Driver
2. Analytical
3. Amiable
4. Expressive
The DRIVER
Watch Unnecessary
for: power struggle

The ANALYTICAL
Tons of questions
Watch and constant
for: critiquing company
rules and
regulations
 The AMIABLE
Watch Sentimentality and
for: taking things personally

The EXPRESSIVE
Watch Sudden and unstructured
for: changes and straying from
the point
TELEMARKETING
WHAT IS TELEMARKETING?
Telemarketing is a method of direct marketing in which
a salesperson uses the telephone to solicit
prospective customers to buy products or services,
either over the phone or through a subsequent face
to face or Web conferencing appointment scheduled
during the call.

Telemarketing can also include recorded sales pitches

programmed to be played over the phone via
automatic dialing.
CATEGORIES OF
TELEMARKETING
 BUSINESS-TO-BUSINESS
 BUSINESS-TO CONSUMER

SUBCATEGORIES
Lead Generation
Sales
Outbound
Inbound
Telemarketing vs. Direct Selling
Telemarketing is a more organized method of
using the telephone for achieving desired
business objectives. Telesales is used to denote
a full sales cycle from prospecting through the
close.

Direct or on-site selling is face-to-face selling of a

product to a customer. It usually requires the
agent to inconveniently bring paraphernalia (i.e.
sales kits, flyers).
Telemarketing vs. Direct Selling
Telephone marketing is a more efficient vehicle
to:
• Sell products
• Introduce new products
• Provide speedy customer service
• Take orders
• Generate leads
• Set appointments
• Make trade shows more profitable
• Find out what your customers really think
Telephone Impression Checklist
Telephone Impression Checklist:
o  Smile.
o State your name, company name, and
your attention getting statement full of
energy and enthusiasm.
o  Be professional/ courteous.
o  Be pleasant
o Seek to be understood, but also to
understand – be an attentive listener.
o  Be relaxed.
o Pause, think, and say what you want to
say.
Telephone Impression Checklist
 Try not to be intimidated by the other person’s tone.
 Use gestures, just as you would in person, to get the right
tone.
 Sound confident that you have the answer to a customer’s
need or problem.
 Show awareness of what the customer is saying.
 Work continually on your presentation. Avoid reading a
full-scripted conversation.
 Even if you don’t make the sale today, the prospect is still
a prospect. Leave a good lasting impression.
 End with courtesy. Follow up diligently.
TELEMARKETING
TECHNIQUES
1.Prepare in Advance

2. Always get the name of

the Decision Maker
Talking to the assistant of the assistant won’t get you
anywhere. When you call, ask the receptionist for the
name of the person responsible for the department
you wish to reach. Don’t just ask to be transferred to
the head of the department: get that person’s name!!
3.Prepare a Sales
Script*
*A guided call flow containing call
relevant talking points
Opening Pitch/Introduction

“Good morning, this is Lisa Smith calling in

behalf of Tech Unlimited”

The purpose for your opening is twofold: (1) to put your listener in a
positive state of mind,and, (2) to effectively transition you to the next
part of the call, the questioning. You don't want to make a
presentation, or ask for a sale or appointment--they are not
ready yet at this point.

* Write out your openings. Yes, script them. Everything else you'll
say is in response to what they say, but the opener can be prepared,
word for word. This way, you know it will work.
Opening Pitch/Introduction
Never sound like you're working from a prepared opening.

• Look at your opening as if you were the person hearing it. If it doesn't
excite you, scrap it and start over.

• When editing your opening, scrutinize every word and idea and
answer this question: Is this adding to the effectiveness of the opening?
If not, cut it out completely, or reword it. Be relentless in your editing.
Better that you rip it apart than them.

• Check for convenience

“Would it be ok if I take a couple of
minutes to ask you some questions?”
 Approach
“Would you like to be able to bring your files anywhere
you go?’”

• Ask questions to find out what they might be interested in.

• Use this step to effectively transition you to presenting the features
and benefits they would be interested in
• Talk about ideas and results at the beginning of the call, not about
products and services. People become curious about ideas and
results, they resist the mention of products and services because
they feel they're about to hear a sales pitch.
Presentation
“Then you’d be glad to know that it is now possible to
store up to 5gigs of data in a flash disk that’s even
smaller than a pen!”

Get them involved, using Tie-Downs. Tie Downs are questions

used to gain agreement with the customer. To get a better
chance of making the sale, make your customer say YES at
least Three times during the presentation.
“That’s a great price, isn’t it?”
“You’d love to own this, wouldn’t you?
“You can’t beat this price, can you?
Frequently Asked
Questions
This contains all the anticipated
questions and the answers that
will serve as a guide for the
salesperson

Objection-Response
This contains common objections from the
customer and guided responses
Methods of Handling Objections

The Boomerang Method

Turn the objection of your
customer into a reason for buying,
but be careful to avoid making the
prospect look foolish or ignorant
for having raised such objection.

The “Yes, but…”

Method
This is useful when the comment of your
customer cannot be directly refuted.
Agree with your customer’s comment and
then immediately follow with a disclaimer.
Methods of Handling Objections

The
Counterbalance
Method
When a valid objection is
raised, you should counter
it by developing a positive
benefit that the objected
feature has.
Methods of Handling Objections

Failure-to-Hear
Method
If you receive an absurd objection
or low-priority objection that won’t
hinder the sale, sometimes it is
better just to pretend not to hear
the objection than to create the
possibility of a direct
communication.
Methods of Handling Objections

Apply the Feel-Felt-

Found
Apply this technique to make
the customer feel that you
appreciate the customer
situation. Using the word feel,
felt and found inside the
sentence. 
“ I can appreciate Mr. Smith how you
feel, I have often felt that way myself,
what I have found is that…”
4. Always try to Close the Sale
Gaining commitment is something that must happen from the
start to finish of your call. Closing is one of the skills that you
have to develop as a salesperson. When you reach this selling
process, it means you are able to encourage your customer to
buy your product.

In order to close the sale, you must be able to determine the

customer’s buying signal. Buying signals are indicators that your
customer is receptive to your ideas, and may be ready to commit
further. Once buying signals are observed, you should attempt to
try closing the sale.
Customer Buying Signals

Customer is…
• making a positive statement about the product
• asking about the use, price, installation, or
delivery of the product
• asking for the names of others who use the
product
• changing voice tone to a more positive one
• willing to test or try the product
Types of Closes

Assumptive
“Would you like to pay by cash or check?”

Choice
“Right now we have trips to Miami, Fort
Lauderdale, and Orlando for the afternoon
of September 5. Which would you prefer?”
Types of Closes

Direct Close
“Will you be interested to give our handling
proposal a try?”

Summary Close
“As what I told you Mr. Anderson, this type
of all-inclusive package is rare in the
market…”
Types of Closes

Fear of Loss
“Mr. Jones, this discounted rate for your car is a
one-time limited offer…”
 5. End the Call and
Follow up
Always end politely when it becomes apparent that the person
you’re speaking is not interested in your pitch. Remain
professional and calm, even if you’re faced with rudeness. For
prospects who appear interested, or product information
sheets. Ask when a good time to call them back would be,
then call back at that time. Offer to set up a meeting, if that
would be better. Courtesy and respect can go a long way
towards getting a sale, especially in telemarketing.
The TCPA is the primary law in the US governing the
conduct of telephone solicitations, ie. telemarketing.
The TCPA restricts the use of automatic dialing
systems, artificial or prerecorded voice messages,
SMS text messages received by cell phones, and the
use of fax machines to send unsolicited
advertisements. It also specifies several technical
requirements for fax machines, autodialers, and
voice messaging systems -- principally with
provisions requiring identification and contact
information of the entity using the device to be
contained in the message.
 A state law (Oregon & Florida), allows
consumers to designate that they do not
want to receive telemarketing calls by
having an asterisk appear next to their
name in the telephone directory. There is a
fine ($5 – residence , $10 – business)
imposed on companies that call people
whose names are mark by an asterisk.
 If your company makes outbound sales calls to
consumers, it is required by federal regulation to
keep a list of consumers who have requested not
to receive telephone calls from your company.
If your company calls someone who has requested
not to be contacted, they can be fined. Exception to
this regulations are non-profit organizations,
market researchers and companies that have a prior
business relationship with the person they are calling
(this includes collection calls).