The following is to introduce some key telemarketing skills based on the record of a telemarketing skills training course I conducted.
Training start
Telemarketing skills training requires a lot of simulated telemarketing between students and teachers or between students. Based on my many training experiences, students will be very unnatural at first. After all, there is no phone, and you can see each other, which is very different from the real scene. So at the beginning of the training, I told you that in the training of telemarketing skills, there will be a lot of practical case studies, and we will improve telemarketing skills by listening to the recording. At the same time, some role-playing is also carried out to consolidate the skills learned through live simulation. Next, I have to arrange a small game with an active training atmosphere to greatly improve the participation of the students, which is the key to the success of the following training. At the same time, in order to understand the degree and focus of each student's telemarketing skills, I then made a small survey. I ask students who only make sales by telephone to raise their hands for statistics, and also ask students who hardly make deals by telephone to raise their hands for statistics.
Why is this? It is very important to distinguish the main functions of telemarketing in students' sales. Generally speaking, telemarketing is divided into two categories in the whole sales activity: one is to make an appointment by calling a strange call, then visit and negotiate at home, and finally clinch a deal face to face. The other is to sell directly through a strange call, and the tracking until the transaction is realized by telephone. In this training, one-third of the students are in the first and second situations, and one-third are in the mixed situation. Therefore, I will arrange the course in a balanced way and divide it into four parts:
1, telemarketing mentality adjustment
2. Make an appointment with a strange phone call quickly
3. Sales skills on the phone
4, telemarketing self-management
Telemarketing mentality adjustment
The turnover rate of telemarketers in enterprises is usually high, and the main reason is that they are more and more afraid of making phone calls. When I asked the students who were often rejected by customers in telemarketing to raise their hands, everyone raised their hands without hesitation. When I went on to ask anyone here who likes to make strange calls, all of them immediately put their hands down. I call it "kicking the iron plate" here, which is inevitable for telemarketers and is a common occurrence. It is a common situation that telemarketers always want to do something else to delay the next call after making an uncomfortable call (that is, being rudely rejected). If you can't keep a good attitude to make a phone call, the efficiency of telephone sales is extremely low. Once in a class, a salesman of a logistics company told me that he made 20 strange calls every week, which surprised me very much.
Calling for sales, there are many rejections, some of which are even rude, so the telemarketer has a strong sense of frustration, which makes him unwilling to continue calling. There is no doubt that this is a normal psychological reaction. Psychologists often use electric shock to correct patients with mental illness. When the behavior that needs to be corrected is triggered, it will be shocked, which is naturally uncomfortable, thus forming a conditioned reflex. When the behavior occurs again, the feeling of electric shock appears, and the behavior is consciously terminated. When we are rejected by our customers, we encounter electric shock, and we will associate it with our telemarketing behavior. After repeating this feeling many times, we naturally feel afraid to call.
After analyzing the psychological root of students' fear of calling, we did a simulation training to understand the psychological reaction of customers when answering the phone. I invited one student to play the role of customer and four students to play the role of telemarketers. Set the following scenario: the customer has just returned from the meeting and is ready to pour some water. A student calls to sell products. Suppose that after three minutes, five minutes and two minutes, the other three people call to sell their products or services. Finally, I asked the student who played the role of customer: Is Australia proud of her mother? Jun Bei Yuan Gan Qiang? I'm sorry that a few cores of glutinous rice are in the wilderness, but I don't know what to do. What's the difference between the two? > "is the glycoside clever? Hey? Mechanical careless? Play? Still? ггггггггггггггггггггггггггггг107 Hey? What's the point? ⑾ ⑾ ⒀ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ 935 BR> The first step to adjust the telephone mentality is to understand the customer's refusal. If it were the telemarketer himself, I'm afraid he would be very impatient. I stressed that telemarketers are competing for customers' limited attention and time, so it is very important to think about how to arouse customers' interest before we make a phone call 10 seconds. Of course, these techniques are another story, so I didn't start immediately. Then I asked the students to use the second measure of mentality adjustment when they were rejected in the future telephone sales, which I called "good for evil". If the other party refuses or even has a bad attitude, please smile and say to the other party before hanging up: "Thank you, have a nice work, goodbye." I stressed that this sentence is actually addressed to myself and has a strong psychological implication. When we hang up the phone helplessly, our mood will be greatly reduced. If we say this sentence, we will have a bearing attitude and our mood will not be easily affected. Many students laughed when they heard half of it, and they already understood my meaning.
The third way to adjust the mentality is to focus on things instead of people. I told a true story of an insurance company. The telemarketers of an overseas insurance company have low morale and high turnover. After thinking for a long time, the sales manager introduced a new system, which stipulated that every time a failed call was made, fill in the form, and when 250 failed calls were filled, a bonus of 1000 US dollars would be given. Not long after, morale improved a lot, sales performance began to rise, and the overall bonus paid by the company was not adjusted for the increase. Why did this happen? Telemarketing is actually a digital game, and there is a certain proportion of success. Assuming that every 50 calls you make on average, there is a successful transaction, then when you fail 49 times, you are quite close to success. The failure rate of telemarketing is very high, which makes telemarketers pay too much attention to failure and have no sense of accomplishment. Once salespeople find that many failures are the necessary prelude to success, they are very calm in the face of failed calls. Therefore, I ask the students to count their telephone numbers every day, and after long-term accumulation, they can get a more reliable proportion. Knowing this ratio will greatly help improve your sales mentality.
Fast strange telephone interview
After introducing some methods of self-adjustment, I also taught voice training through simulation training. Soon, the training entered the second part-fast unfamiliar telephone interview.
For most sales activities, telephone interview is the first step to success. If you can't successfully enter the customer's door, the sales will be over. However, it is not so easy to get busy or disturbed customers to agree to take the time to meet. Once in a training class, a student selling high-end computer servers told me that he had to make 1300 calls a week to make an appointment with a customer, which was also his job task. This is the lowest ratio I have ever heard.
In fact, telephone interview is very simple, as long as you follow six steps.
The first step is to say hello. As mentioned earlier, the first 10 second of the call is very important, so as to win the customer's attention. Then a warm and polite greeting is the best strategy to attract attention. I emphasized three key points: name, enthusiasm and self-confidence. I asked two students to make such a greeting, just like the first sentence to a very important customer: "Good morning, Manager Wang! I am Li San from Universal Picture. " A simple sentence, if expressed forcefully, can make people feel different. As a result, other students didn't give them high evaluation, which shows that few people really pay attention to the first sentence at the beginning. Please recall your actions. Did you meet the requirements of name, enthusiasm and confidence?
The second step is to introduce myself. The concept of USP is used here. USP is a unique sales proposition, that is, what is the most attractive difference between you and your competitors, which should be summarized in a very short sentence. This is the most effective way to arouse interest and build initial trust at the beginning. I told the students that our company's own USP is "the only company in Shanghai that offers a full range of Taiwan Province experience retail management training courses." Finally, I asked the students to write down their own USP, and then analyze it together (the training course of telemarketing skills is generally not more than 20 people, so there can be quite a lot of interaction).
In the third step, the business introduction needs to use the herd principle to strengthen the interest of customers and strengthen the trust relationship at the same time. The principle of herd is herd mentality. The movement of herd is determined by most movements, and individuals are unconscious. Similarly, everyone is afraid of making mistakes when making a purchase decision, so they are willing to follow the crowd. Therefore, I ask students to list some well-known typical customers according to customers' industries when introducing business, so as to strengthen customers' interest and trust. For example, I said, "Our company has provided retail management training for dozens of clothing enterprises such as Shanshan Group, Romon Group and Goldlion, which greatly improved their performance." Such a business introduction is undoubtedly very convincing. Assuming that there is no well-known enterprise in the company of the students, the same effect can be achieved by digital or analog methods.
The fourth step is to cut to the chase and ask for a meeting. I remind students that the purpose of telephone interview is to make an appointment, so don't pester too much and go straight to the goal as soon as possible.
The fifth step is to talk about the benefits brought to customers after making a meeting request. No one wants to do business at a loss. Who do customers think will benefit if they spend time interviewing someone they have never met and give you a chance to sell to him? Therefore, we must emphasize what kind of benefits the interview will bring to customers in order to impress them. My advice to the trainees is to tell them that they will introduce some cooperation experiences with him. Everyone is very interested in what their peers are doing, and they want to know how others are doing it. So this is the best strategy to impress the other side. We don't put pressure on customers to sell things to them, but just introduce some experiences, which can effectively reduce customer resistance.
The sixth step is to suggest the time and look like a professional. Remember not to ask questions that are easily rejected, such as: Are you free? The customer's subconscious reaction must be that he is not available.
I rehearsed while talking, and asked the students to design a whole set of dialogues according to their own characteristics. Next, after talking about the skills of objection handling and bypassing the front desk, I will give you five minutes to improve your telephone interview papers, and then choose two students to role play. After some climactic performance and selection, everyone unanimously chose the best student, and I presented him with a big dictionary as a reward.
After a short game, everyone was in high spirits and the afternoon training began.
In the morning, the telemarketing skills training taught the skills of mentality adjustment, voice training and quick telephone interview, while in the afternoon, the course focused on the telemarketing skills and telemarketing self-management.
Telemarketing cycle
There are many similarities and differences between telephone sales and visiting customers. Every sales format has its own sales cycle, so it is very important to know its own sales cycle. By managing your own sales cycle, you can effectively improve sales efficiency and speed up the transaction, so as to predict the success rate of each sale. After introducing each link of the general sales cycle, I then showed the telephone sales cycle:
Look for potential customers
The first action of telemarketing is to find potential customers, which includes two aspects: one is to find out the possible customer groups, that is, to determine the list of calls to be made; The second is to find out the person who has the right to decide the purchase on the phone.
As the saying goes, a good beginning is half the battle. Before making a strange call, finding a good phone list is the most important basic work in telemarketing management. If you can screen the telephone list in advance before selling by telephone, it will determine whether your telephone transaction rate is 1% or 50% (one student told me that her best telemarketer can reach 50%), you know, the difference is at least 50 times. In the training module of telemarketing self-management, I introduced several methods to study and screen or directly obtain the high-quality telephone list.
After making a strange call, the first step to success is to find the right person. As the saying goes: find the right person and do the right thing. If you can't even find the person who has the right to make a decision, it's useless to have the best sales skills on the phone. Therefore, the first key step for a telemarketer to make a strange call is to make sure that the person you are talking to is the key person you are looking for. According to my previous investigation on the consulting case of corporate telemarketing team, at least 70% of the unfamiliar calls can't find the key person. If this ratio can be raised to 50%, the telephone transaction rate will be greatly improved. How to judge that this person is your key person? Key people generally have three characteristics, which can be expressed in English as MAN: m means rich, and key people must have a budget to buy your products; A means right, and the key person must have the purchasing decision-making power or have an important influence on the decision-making; N means there is demand, which will be introduced in detail in my later training. In the course, I have a play training called simulation on how to find key people. From the simulation training, everyone can learn how to determine and contact key people.
Demand benefit
What's the next move after finding the key person? In the course, I asked the students a question: "How many people started introducing products at the beginning of telemarketing?" As a result, most students raised their hands. I then asked, "So did most people immediately say no?" Now all the students raised their hands. I ask the students to start to reflect. Is there a direct connection between the two? I immediately threw out the third question: "Why do customers buy?" Everyone knows this answer, and the students have answered it-"demand". Yes, customers only buy when there is demand, but this mistake often occurs on the phone: put forward the characteristics or benefits of products or services before finding the demand. So it is not surprising that people are often rejected by customers at the beginning. I ask you to copy down a sales principle: 70% of sales activities are listening, 20% are asking questions, 10% are telling, and the content of telling is absolutely just what customers want to know. Although we all know that the reason why customers buy is demand, there are still very few salespeople who use this information to improve their sales behavior. In the following training, I analyzed the reasons of customers' demand together with the trainees, so that the trainees can make more targeted sales according to different psychological sources of customers' demand.
Demand is divided into two categories: explicit demand and implicit demand. I asked the students, "Have you ever had a particularly enjoyable sales experience in your sales experience?" Everyone smiled and nodded. It can be seen that salespeople sometimes find gold ingots, customers have clear needs, and you happen to meet them, and your products or services can just meet the needs of customers, and the transaction will be reached soon. It's like meeting a hungry child, taking out a pair of chopsticks and shaking them, and the child becomes excited. The easiest way to create sales opportunities is to find hungry children and then shake the chopsticks in front of them. However, this ratio is too low. Perhaps out of the 1000 customers you found by phone, only 1 had a clear demand and immediately agreed to buy. The important difference between a good telemarketer and a poor telemarketer is that they have different abilities to turn customers' potential needs into clear needs.
How to effectively turn the potential needs of customers into clear needs? The key is to ask questions in time on the phone. In the following training, I introduced the questioning skills in telemarketing in detail. Excellent questioning skills will enable telemarketers to win the initial trust of customers, thus having the opportunity to further understand customers' needs on the phone, thus promoting sales progress.
Consultation
Telemarketing has taken a big step forward after discussing his needs with customers and telling them the benefits they will get. The telemarketers will encounter customer objections next. Customer objections in telemarketing are more difficult to deal with than face-to-face sales. You can't see the customer's expression, and it is difficult to distinguish the customer's real intentions. There are two kinds of customer's objections: one is objection, such as "the price in your is too expensive", which is the most common objection. The other is procrastination objection, such as "I want to report to the manager and wait for his reply", which is also the most common procrastination objection. After giving the students a detailed account of the effective ways to deal with various objections, I showed a stills of Schwarzenegger's The Terminator to show that procrastination is really the terminator of the telemarketing journey. A sales manager of a financial training company once told us that about 80% of the failures of her telemarketing team came from this difficult objection.
Few telemarketers have the habit of directly asking procrastinators to communicate with their bosses. They are afraid of offending customers on the other end of the phone. Then this is the key step to deal with procrastination objections. First of all, on the phone, we understood that the other party had to wait for the decision of the superior, for example, "Manager Zhang, a large-scale company like you needs to report to the superior." After being understood, you should immediately ask for direct communication with your superiors. Most of the procrastination is that your telemarketers intend to suspend the sales process. They may not want to be disturbed again, but they are too embarrassed to refuse you directly. Therefore, when you ask for direct communication, it can be used as a basis for you to judge the degree of purchase intention of the other party. Of course, in most cases, it is still difficult for you to talk directly with your boss, but if you can, your chances will be greatly increased. If not, students need to develop the object on the phone into their own sales staff and sell themselves in front of their superiors. So at this time, the telemarketers need to sum up the customer's satisfaction with the customer on the phone, such as "Manager Zhang, we have discussed ……, and I can hear that you are satisfied with these points, am I right?" By adopting this method, the customer will have a good impression of the products or services you provide, and you will have the opportunity to turn him into your sales agent and sell them to his superiors. The key to delaying objection handling is to immediately distinguish whether the other party is really interested in purchasing, otherwise you will waste a lot of invalid time. It is better to make the next call quickly.
At the end of the objection handling, please remember to get some kind of commitment from the customer. The commitment here refers to the specific agreement reached with customers to push sales to the next step. For example, "Manager Zhang, I'll call you again this Friday morning to see how you are getting on?" . Instead of making the mistake: "Manager Zhang, let's contact again. Bye." This most common conclusion of telemarketing has not promoted the progress of telemarketing. Remember, the process of telemarketing may take several phone calls, and each time it can promote the sales progress. Without the customer's commitment, it can't be regarded as the sales progress, which will be very dangerous, because the customers at the other end of the phone will be fickle.
bargain
On the phone, the salesperson stimulated the customer's interest step by step, presented the value of the product or service, and solved most of the customer's questions. Now it is at a critical stage. The telemarketers should seize the heat and ask for a deal as soon as possible. In telemarketing, the opportunity is fleeting, so telemarketers should adopt a very flexible way of asking for a deal, that is, they should not put too much pressure on customers or miss the opportunity. Here are two basic techniques: one is to assume a deal. The phone does not ask the customer to sign the bill, but assumes that the transaction has been completed, and directly requests the specific action after the transaction. For example, "Manager Zhang, are you in the office this afternoon? I'll arrange delivery with you. " But suppose that the deal can only be used when the phone temperature is good. In the course, we also use case analysis to understand which situations can use this technique. Another method is to design reasonable incentives to speed up the transaction. In the course, I asked the students to give examples of what promotional activities they can often see when they go shopping in department stores. These commonly used promotional techniques can actually be applied to telemarketing as incentives to urge customers to make a deal decision. In the course, I will work with students to turn the listed promotional techniques into incentives for telemarketing.
Telemarketing self-management
At the last unit of the course, I discussed the self-management of telemarketers with you.
Master your own numbers
To tell the truth, telemarketing is a digital game. Besides basic skills, persistence is the key to success. In each course, I ask the students three questions: the first question: "Does anyone know the number of calls and the proportion of transactions?" Few people can answer this question in many courses. I remind students to carefully record their telemarketing data, so as to ensure that they can achieve their performance goals. Numbers are recorded according to your own telemarketing cycle. How many calls you make every day and how many people enter each stage of the telemarketing cycle should be recorded. Next, according to monthly, quarterly and annual statistics, you can master your own telephone transaction ratio figures. What's the use of this number? Then I asked the second question: "Who can list five ways to double your income?" Everyone thought for a long time, but they couldn't say. In fact, after mastering your own figures, the answer is simple: double the figures of any one of the four sales stages, and ask each old customer to introduce a new customer, which can be achieved. The third question is: "If you make 30 strange phone calls every day and earn100000 yuan a year, will you do it?" Every student agrees to do it, but most people can't insist. Therefore, after mastering your own numbers, you should determine a decomposed digital goal for yourself. The digital goal of decomposition is very important, and telemarketers should work hard to achieve it every day. Super high income will no longer be a dream. These questions are all related to the number of calls. The fact is that the more you call, the more you will sell, the more you earn, and the better your telemarketing skills will be.
Prepare, prepare, prepare.
What are the three most important tasks in telemarketing self-management? The first is preparation, the second is preparation, and the third is preparation. The sales process of telemarketing is short, and full preparation can seize the rare opportunity. In the first 10 seconds of telemarketing, we should seize the customer's attention and arouse his interest. It takes 30 seconds to decide the fate behind: whether to end or continue. I have hosted many open telephone courses and internal training courses. I have never seen a complete telephone sales preparation form, nor have I seen a satisfactory telephone conversation. The most common thing is to hear telephone salesmen complain that they are easily rejected by customers. Without adequate preparation, rejection is of course commonplace. In the course, I divided the students into groups, and assumed a scenario: after understanding the customer's needs, I submitted the product specification, and now I want to know the customer's decision-making process and their views on the product specification. Each team needs to design a complete telemarketing preparation form. When discussing in groups, please send a student from each group to introduce the telemarketing preparation form completed by the group, and then ask all the students to compare. Through this kind of training, students will be able to design a suitable telephone sales preparation form for the products or services they sell after the training.
Telephone schedule and customer relationship management
In the course, I showed the students a database of customer relationship management, and introduced the relationship between telephone schedule and customer relationship management. Many products and services need many continuous sales calls to be finally settled, so telephone schedule and customer relationship management can help you track the sales calls until the transaction is completed. There are three basic tasks here: first, customer classification, which can be carried out with reference to the telemarketing cycle. The significance of customer classification is to remind customers who have the highest priority to deal with themselves, and to leave the most suitable time for calling and the best emotional time to customers with the highest level. The second is to ensure that the key content of each effective call is recorded in summary. Effective telephone call refers to the telephone call process that has been completed or can be included in high-level customers through sales calls. The summary record not only records the brief telephone content, but also lists the time and next target of follow-up tracking. Finally, all the phone records of a customer are associated with the customer, which can be quickly queried. Through CRM software or self-built database with these functions, we can manage the telephone schedule and customer relationship, and urge ourselves to keep making strange calls and follow up telephone calls in priority or agreed order, thus greatly improving the telephone sales turnover rate. Even if the number of sales calls is as high as 200 every day, you can manage your sales calls efficiently.
The whole day's telemarketing skills training has a lot of content, and it is difficult to introduce it in detail in just one article. I hope I can discuss each part with readers in depth in the future. All training is not a panacea, the most important thing is implementation. After the training, I sent all the trainees a Self-diagnosis Form of Telemarketing Skills. After the trainees scored themselves, they made an improvement plan. We met for two months and scored again to urge the trainees to implement it seriously. I also hope that readers can really persist in applying the skills and experience introduced in the article, and I wish you success.