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Telemarketing and related skills

Telephone is the most convenient communication method at present, which has the advantages of saving time, effort and rapid communication. Practical skills of telemarketing

Preparation before telemarketing

The first impression is a very important link in communication. Your words and deeds will leave a deep impression on the other party within seven seconds, and negotiation on the phone will also play the same role. When you dial the other party's phone, you should realize that the real negotiation has begun. Are you ready?

1 mentality and belief

Necessary belief of telemarketing:

1) I must meet anyone who is interesting and I am sure to meet him on the phone;

2) Every call I receive may be a valuable trading opportunity;

3) Every call I make may bring value to customers;

4) every call I make is not for communication, but for meeting customers. If you have a chance, you can recite them silently and remember them. The more times you repeat them, the more you can go deep into your subconscious.

5) overcome your inner obstacles and be confident.

2 knowledge:

A thorough understanding of products and services;

understand the benefits and solutions of customers' purchases, rather than selling products, that is, benefits and solutions.

selling point knowledge

channel knowledge

3 experience: how to show the experience, that is, customer authentication, successful cases, the other party's psychological speculation.

4 data

Telemarketing-related data, such as customer data, product description data, selling points and channel strategy

can't keep customers waiting on the other end of the phone for too long, so the data must be kept at hand so that they can be found immediately when they need to consult.

5 Behavior: standing and smiling

6 Voice and language skills

Tone-caring, cheerful, neither supercilious nor supercilious

Tone-neither high nor low, infectious

Speed of speech-neither fast nor slow

A If we want to make a good impression on each other, we must be clear and clear.

B "voice with a smile", "propriety" and "quick wit" are the main qualities necessary for good telephone communication.

for example, try to use magic words, such as "please, please wait a moment, thank you, sorry, goodbye" and so on.

avoid using informal or hasty language: I don't know, I don't know, I'm not responsible, and I'm not in charge.

C creates different images through volume, speech speed, tone and attitude. Let customers imagine you as a beautiful woman or a handsome boy at once. For example, when dealing with customers in the north, the voice can be louder, so that the other party feels confident and frank. With customers in the south, you should keep your voice down, speak slowly and be gentle. This will make customers feel very comfortable.

D according to the customer's voice, judge the customer type, and create different images through volume, speech speed, tone and attitude.

Bold, enthusiastic and exaggerated-when talking with such customers, you can speak louder, speak faster, use modal particles more frequently and have more rich expressions.

peaceful, kind, and family-oriented. I think plain is the truth-my voice is a little lower, my speech speed is a little slower, and my tone is calm.

Speak in a bureaucratic tone-try to find their strengths and highlights and praise them, and sincerely praise and admire them.

you should keep your voice down, speak slowly and be gentle with customers in the south.

a person who is very strict in doing things-a moderate speaking speed and a steady tone.

7 eloquence training-improve your speaking ability.

A expressive ability-practice speaking more!

B language organization ability

C cadence

D learns to feel and grasp the mood and manner of the customer according to his tone and heart, and instantly evolves into a similar way of speaking to impress his heart.

E can communicate well with all kinds of people and learn what to say when meeting people, which is also a skill that our sales staff must master.

opening remarks of telephone sales-be direct and simple

whether your opening remarks can arouse customers' interest determines the smoothness of telephone communication. Therefore, designing a communication scheme that customers are willing to listen to has become the key to the success of telemarketing.

you should catch the customer's attention and arouse his interest about 11 seconds before the call. It takes 31 seconds to decide the fate behind: whether to end or continue.

1) Three elements of opening remarks:-Who are you in 31 seconds

1? Introduce you and your company. -Be simple, quick and concise.

2 what's the purpose of the call?

3 is it convenient to talk on the phone? Convenient: continue; Convenient: confirm the next time.

The opening remarks are standardized:

(1) Method: ① Write first and then speak. ② Constant revision: ③ Constant practice. ④ Repeated use. ⑤ Correct again.

(2) The advantages of "standardization" in the opening remarks: ① Take it easy; 2 streamlined and orderly; (3) coherent, not afraid to interrupt.

2) Opening remarks-six methods

1. Asking for help

Telephone salesperson: Hello, Manager Li, I'm from XXX Company, and I want to trouble you with something! Or there is something I want to ask you for help!

customer: go ahead!

in general, when you ask for help from the beginning, the other party is embarrassed to flatly refuse. The telemarketer will have a 111% chance to continue talking with the operator.

second, the third party introduction method

telemarketer: hello, is this manager Li?

customer: yes.

telemarketer: I'm a friend of XXX. My name is XXX. He introduced me to you. We just had a phone call the other day. On the phone, he said that you are a very amiable person, and he has always admired your talents. Before calling you, he must tell me to say hello.

customer: you're welcome.

telemarketer: Actually, XXX and I are both friends and customers. After he used our product a year ago, the company's performance improved by 21%. After verifying the effect, you were his first thought, so he asked me to call you today.

after the transition through the "bridge" of "the third party", it is easier to open the topic. Because after the relationship of "friend introduction", it will invisibly relieve the customer's insecurity and vigilance, and it is easy to establish a trust relationship with customers, but if the skills are used improperly, it will easily lead to bad results.

third, the herd effect method

on the prairie, when herds of cattle run forward together, they must run in one direction regularly, rather than in all directions.

applying this phenomenon in nature to human market behavior produces the so-called "herd effect method", which refers to the method of guiding the other party to take the same action by proposing that "several large companies belonging to the same industry as the other company" have taken some action.

telemarketer: hello, Mr. Wang, I'm XXX from XXX company. We are specialized in telemarketing training. The reason why I call you is that many IT companies in China, such as Dell, UFIDA and Kingdee, sell their products by telemarketing. I'd like to ask if your company uses telemarketing when selling products. ......

When telemarketers introduce their products, they tell customers that the first few big enterprises in the same industry are using their products, then the "herd effect" comes into play. Stimulate customers' desire to buy through the fact that the first few large enterprises in the same industry have used their own products.

fourth, arouse interest method

This method is most commonly used in the opening remarks, and it is also convenient and natural to use. There are many ways to arouse each other's interest. As long as we observe and explore with our heart, the starting point of the topic is easy to find. See the following cases for details.

John? Sha Weiqi is a lifelong member of the American Million Round Table Association and the author of the best-selling book "Highly Sensitive Marketing". He was awarded the title of "the greatest life insurance salesman" by Oxford University in the United States. Once he called a professor from Columbia University, Mr. Qiang Sen, and his opening remarks were as follows:

John? Sha Weiqi: "The philosopher Bacon once had a quip for a scholar. He compared the scholar to three kinds of animals in using materials. The first kind of person is like a spider, whose research materials are not found from the outside, but spit out from his stomach. This kind of person is called a spider-like scholar; The second kind of person is like an ant, who accumulates materials but can't use them. This kind of person is called an ant-like scholar. The third kind of people, like bees, collect the essence of flowers and brew them carefully. Such people are called bee-like scholars. Professor, according to Bacon's metaphor, what kind of scholar do you think you belong to? "

These questions made the other party Tan Xing thick and eventually became very good friends.

Ways to arouse the interest in conversation:

① Mention the things that the other person is most concerned about now

"Hello, Mr. Li, I heard from your colleague that your biggest headache at present is that it is difficult for the company to recruit suitable people now, right?"

② Compliment each other

"Colleagues say you should be called, and you are an expert in this field."

"I believe that your company's rapid development is inseparable from your personality charm."

③ Mention his competitors

"We have just cooperated with XX Company (the competitor of the target customer), and they think our service is very good, so I decided to give you a call today."

④ Aroused his worries and anxieties

"It is really worrying that customers keep mentioning that the sales staff of the company are easily lost."

"Many customers have mentioned that their customer service staff often receive some harassing calls, which is very difficult to deal with. How does Manager Wang handle this kind of thing?"

⑤ Mention the letter you sent

"I sent you an important letter/email the other day ..."

"I believe you must have read the letter I sent you! ..... "

⑥ Best-selling products

" Our company's products have just been launched for one month, and 11,111 customers have registered ... "

" Many customers have called to go through the formalities ... "

⑦ Use specific figures

" If our service can improve your sales performance by 31%, you must be interested, right? "

"If our service can save your company 211,111 yuan a year, I'm sure you will be interested, won't you?

5. When using the "East Wind" method skillfully in the Three Kingdoms

Zhuge Liang was able to burn down hundreds of thousands of Cao Cao's army in the Battle of Chibi, which was borrowed from the East Wind. If telemarketers can keenly find the "east wind" around them and borrow it, they can often play the role of "four or two".

Bing Bing is a telemarketer of G, a large domestic travel company. Her job is to recommend a travel service card to customers. If customers use this card to stay in hotels and fly, they can get discounts. This card is free, and her task is to make customers fully realize what benefits this card can bring to each other, and then use it, so that they can generate performance. It just so happens that she has a customer profile from Chengdu Airport. Let's see how she gets to the point.

telemarketer: hello, is this manager Li?

customer: yes, what is it?

telemarketer: Hello, Manager Li, this is the customer service department of Sichuan Airlines. My name is Bingbing. The main reason for calling you today is to thank you for your continuous support to Sichuan Airlines. Thank you!

customer: it's nothing!

telemarketer: In order to thank the old customers for their continuous support to our company, the company specially presents a gift to express its gratitude. This gift is a discount card, which can give you the opportunity to enjoy preferential discounts in future travel, whether staying in a hotel or flying. This card was jointly launched by Sichuan Airlines and G Company, and issued by G Company. Here, may I ask Manager Li's detailed address? We will mail it to you as soon as possible.

customers: Chengdu, Sichuan province ...

VI. Returning to old customers

Old customers are like old friends. When they say it, they will feel very cordial, and the other party will basically not refuse.

telemarketer: Hello, Mr. Wang, I'm Xiao Shu from G Travel Company. You used our membership card to book a hotel six months ago. Today, I am calling to thank you for your consistent support to our work. In addition, I want to trouble Mr. Wang. According to our system, you haven't used it in the last three months. I would like to ask, is the card lost or what aspects of our service are not in place?

manager Wang: I accidentally lost it last time.

As everyone in sales knows, it takes three times more time to develop a new customer than to maintain an old one.

according to the survey results of authoritative survey institutions, the customer churn rate will be around 31% under normal circumstances. In order to reduce the customer churn rate, we should always pay a return visit to establish relationships with customers, thus arousing customers' desire to repeat purchases.

telemarketers should pay attention to the following points when paying a return visit to customers:

1. First of all, thank the old customers when paying a return visit;

2. consult the old customers about the effect after using the product;

3. Ask the old customers why they don't use the product again now;

4. If there is anything unpleasant in the last transaction, you must apologize;

5. Let the old customers give some suggestions.

3) Grasp the customer's mentality in the opening remarks-if you want to hear it

1. How to improve the performance

"As the boss of the company, I believe you must be very concerned about the performance of the company, right?"

"The sales managers of many companies will worry about improving their performance. If it takes only 11 minutes to solve this problem, would you like it?"

Second, how to save money

"If I told you that your company might save 21% of money next year, you would be interested, right?"

Third, how to save time

"If there is a way to save 2 hours a day on your current basis, you must want to know, right?"

Fourth, how to make employees more dedicated

"At present, many bosses call me and tell me that many employees in the company are not dedicated enough. It's really hard for me to hear that how to improve the professionalism of employees is very important to every enterprise. What do you think?"

5. Sincere praise

"Your voice is really beautiful!"

"I know from what you say that you are an expert in this field."

"It's a great honor to have you as a leader in the company."

"I feel that I have gained a lot of knowledge by talking with you."

VI. Attitude of seeing things objectively

"What you said is very reasonable. After all, I believe that every enterprise exists, and there are reasons for its existence."

VII. Novel way of speaking

"Guess!"

"It's a little secret!"

"Let me tell you a mysterious thing!"

"What I told you today is something that no one has ever said."