as a marketing method, telemarketing enables enterprises to quickly deliver information to target customers within a certain period of time and seize the target market in time. Telemarketing has become an effective sales model to help enterprises increase profits, which is characterized by time-saving, labor-saving, money-saving and quick profit.
decades of marketing career have given me a deep understanding of telephone. In the past, when interviewing or communicating with customers, it was necessary to visit customers in person, often spending precious time on the way to the scene. Worse still, sometimes we rushed to meet customers. Today, the telephone has become very popular, and our marketing method has undergone a revolutionary change. We always make an appointment by phone in advance, and then do business in all directions. In this way, not only the work efficiency is improved, but also the annoying phenomenon above is avoided. In recent years, telephone marketing has tempered my strong communication skills with customers. In the process of communicating with customers by telephone, using improved communication skills can quickly reach a * * * understanding with customers, and at the same time achieve the effect of communication you want. Telemarketing allows me to avoid face-to-face communication opportunities with customers and reduce the probability of ruthless rejection by households. Mood is not as low as it used to be, life is sunny, and personal leisure time is relatively increased, leaving a little surplus reading opportunities. In the past two years, I have shared these experiences with many friends in training courses, and many friends have given me the happiness they have benefited from telemarketing, and also discussed many problems arising from telemarketing with me. I want to share my training and accumulation in telemarketing in recent years and my feelings about the charm brought by telemarketing with many friends who want to develop in the field of telemarketing.
nowadays, under the market competition, which enterprise doesn't have a few telephones, faxes and computers, but how many can really add value? How many orders were returned by phone? Before the formal telemarketing starts, we must carry out professional and systematic training for telemarketers.
first, let trained telemarketers. Have strong communication skills in the process of telemarketing, and achieve ideal communication effect through the charm of language. In order to have a high-quality telemarketing department, enterprises must carry out professional telemarketing skills training for salesmen. Professional telemarketers have the ability of self-image design and self-promotion. Telemarketing is to communicate with customers by telephone. Although customers can't see us, we should pay attention to our own image, which is the minimum respect for customers and the embodiment of good professional standards. If you are in a lazy state, your voice will convey to customers a sense of neglect and unprofessionalism. In the daily telemarketing work, telemarketers should always appear in a professional manner.
second, skillful telemarketing skills.
1. Design of telephone script
(1) Designing a unique and attractive prologue is an important part of telephone sales that will not be rejected and keep customers listening.
(2) the 3-second principle (the reason why customers are willing to listen to you).
(3) attract customers' attention by problem-to-problem, which should be influential and concerned by customers.
(4) the reasons for shaping the value of products and making customers have strong demand.
Shaping the value of products is the key to why customers should listen to you in the process of telemarketing (first, product introduction, price, function, details, etc., second, emphasizing the importance of contract and maximizing the value of interview).
Case study:
A speech contest was held before the end of a national public speaking seminar. Ten people won prizes after the game. The lecturer took off his tie and said to everyone, "I'm going to give the champion a special gift today. The value of this gift is extraordinary. Don't underestimate this tie. Ordinary ties are packed in paper bags or cartons, and good ties are packed in wooden boxes. The special feature of my tie is that the fabric of the tie box is exactly the same as that of the tie. Look at the back of the tie. Generally, the back of the tie is labeled with fabric. The back of my tie is a pure metal trademark, and it is plated with gold, engraved with the designer's name and the brand name of the tie. This tie was designed by a famous Italian tie company. Only four ties were made and the edition was destroyed. The designer is the best designer in that design company. This tie is worth 8 dollars. " The lecturer went on to say, "Ladies and gentlemen, the focus is not on the value of these four ties' fabrics, the production process and the design, but on these four ties that are unique in the world. Two days ago, two of them were bought by two little princes of the British royal family, one for each of them. One of the other two articles was bought and taken by former US President Bill Clinton. The remaining one was preempted by the world's best men's clothing store next to the most famous Beverly Hills in the United States, because I happened to know the boss, so I could buy it. Now think about it, is this tie worth 8 dollars? " Everyone said, "Value!" Then someone wrote a check to buy this tie. Therefore, through this case, it can be seen that the reason why the product can't be sold is because you have a good explanation method for the product, and there is a problem with the explanation of the product and the method of shaping the product value. Therefore, it is very important to use a set of words to shape the value of products. Using extraordinary language, the value of the product is shaped, and its sales result far exceeds the value of the product itself.
Case 1: Skills to break through the "secretary" barrier
(secretary means everyone who answers the phone except the chairman)
A: "Good morning, is this the XX Commercial Office?"
b: "yes, what kind of help and support does Mr. Wang need?"
a: "would you please ask this lady to help me find coach XX?"
b: "what can I do for you?"
A: "This matter is very important. We need to communicate with Mr. XX directly by telephone. I hope to get your help, ok?"
b: "just a moment, please."
a: "thank you for your telephone help."
Case 2:
How to ask for the number of quasi-insurance notes
B: "I'm very sorry, coach XX has been invited to give a speech in the enterprise."
a: "that's great. I wish coach XX a complete success in every speech."
b: "what can I do for you? Do you need any help and support? ) "
A:" This matter is very important and needs to be communicated directly with coach XX. Excuse me, miss, can you tell me coach XX's mobile phone number? "
Case 3:
Asking the name or surname of the "secretary"
B: "I'm sorry, I hope it's convenient for you to leave your phone number?"
a: "that's great. thank you for your help. may I have your name?"
b: "my last name is Zhao."
2. telemarketers must understand the effect or purpose of each call.
3. Every phone call should be the target customer group (industry and field) segmented by the market, and the information should be accurately conveyed to the customers. Seek to understand the real needs of customers and judge whether they are immediate needs or training needs.
4. Use standard professional and civilized terms. (Hello, this is XX from XX Company, and I have a very good message for you. Is it convenient to talk to you now? Thank you for taking my call and so on. )
5. Smiling and well-trained pronunciation, speed and intonation. This is the first feeling conveyed to customers through the process-trust. Increase the pleasure of customers in telephone communication, and be willing to communicate with you. NLP neurolinguistics emphasized the enthusiasm of pronunciation, speech speed, body language and facial smiling expression in telephone sales. Smiling is a conscious relaxation, friendly and polite behavior, which is conveyed to the other party by telephone, so that they can feel your sincerity and credibility. Smiling often gives people a comfortable and natural feeling. In telemarketing, business people feel goodwill, understanding and support.
6. Good language communication skills. The ability to communicate needs to be studied and combined, and all kinds of abilities should be used to support and complement each other, among which the most important ability is listening ability. Good listening can accurately understand the real needs of customers.
Case study:
At the end of last year, a boss was very excited when he went to Shenzhen to listen to Mr. Chen Anzhi's presidential class, and he wanted to bring this kind of education to the local area so that more local people who wanted to succeed could grow up as soon as possible. As a result, he quickly organized a group of outstanding people in the local sales field to actively invest in the use of the market. First of all, after telephone consultation, investigation and research on the market, after accurate analysis, it is found that many people who want to succeed are confused and incorrect. Great, they decided to invite Mr. Chen Anzhi, a successful authority in Asia, to give a public lecture in the Mainland. They launched a strong telephone consultation and communication offensive to friends in the life insurance industry and advertising sales. It took telemarketers only 1 5 days to complete the 1 lecture indicators, and each person made more than 5 calls every day on average. In the case of only eight business personnel, the telephone brings such high work efficiency to the enterprise. It can be seen that every high-quality telephone call made by trained professionals can bring huge profits to the enterprise.
the key to telemarketing lies in the communication and expression in telemarketing. How can we know the customer's biggest demand and whether it is the target customer in the shortest time? We usually use the right questions, ask the right questions and communicate the effective questions to find the deep-seated needs of the target customer. On this basis, the sales staff must take the initiative to make every high-quality call every day and every second with the business strategy of "calling the right phone to find the right person". All enterprises should choose telemarketing wisely with a highly intelligent attitude. Make the telephone an enterprise-an important productivity of market share in the future. Keep asking the right questions to customers. When selling, ask the right questions, and at the right time, you can get more profits.
Anthony Robin, a master of world potential, once said, "What is the main criterion for winners and losers? In a word, successful people are good at asking good questions and getting good answers. "If you want to change customers' buying patterns, you must change the way customers think. Asking some good questions can guide customers' thinking. Because what kind of questions the salesman asks, what kind of reaction the customer will make. Questions can guide customers' attention, and attention equals facts. Professional telemarketers never tell customers anything, but always ask them questions. The motto of the sales industry is: "Never say what you can ask. "Asking more and talking less is always the golden rule of sales. But be sure to ask the right questions. Ask a beneficial and effective question, and ask a question that can stabilize the customer's way of thinking. Before you ask a question to a customer, be sure to clarify the purpose of your question.
principle of asking right questions:
ask simple and easy questions. Ask YES questions. Ask little YES. Ask questions that are almost irresistible.
how can I ask the right questions?
A, "what prompted you to decide to contact us? "-Ask potential customers some questions about" doing "and focus on what has changed in their lives. Focus on what the other person is trying to accomplish, what he is doing now, or what he has done in the past.
B, show enthusiasm and interest when asking questions. How well customers answer your questions depends to some extent on the way you ask them.
C, in telephone communication, cooperate with customers' speaking speed and key words.
-if you find the customer repeating himself, it is probably because he thinks you don't understand what he said. At this time, you should repeat the key words he said.
D. Calling customers by their names in telephone communication can attract customers' attention and make them feel the respect of the salesman.
E, use easy-to-understand words in telephone communication.
-if you must use technical terms, be sure to explain them clearly to customers.
F, in telephone communication, use "we" and "our".
-can make you become a companion facing similar situations and problems in the customer's feeling.
G, in telemarketing, if necessary, ask questions with the permission of the other party.
-"May I ask you a question? "
7. How to have a good affinity
Try to keep the intonation and speaking speed synchronized with customers, and the habit of using language and words is similar. (For example, phrases, terminology, etc. facilitate the establishment of a harmonious communication atmosphere with customers, and remember the names of customers. )
Most people strive for success, fame and family, which shows that people attach great importance to their names. A name is a person's code, and it can also be said to be an extension of a person's life. If telemarketers want to use other people's power to help themselves, they must first remember their names.
calling out the customer's name is the simplest and quickest way to shorten the distance between the salesman and the customer. In the same way, not calling or calling the wrong customer's name is tantamount to suicide.
"Is Mr. Noble Wiesel answering the phone himself?"-Such words will make the customer feel happy, and he can immediately feel that he stands out from the crowd.
8. Develop good work habits
a. Keep notes at all times
Keep paper and pens at hand, and write down every phone call you receive or dial at any time (two-color pencils, calculators, sticky notes, phone notebooks, customer information, memos, etc.).
B, self-reporting
No matter whether you answer or make a phone call, you should report your company and your full name in time, and ask the other party's company, name, phone number and mailing address, so as to call the customer's name from time to time in telephone communication and better understand the real situation of the customer.
Case study:
(answering the phone) "Hello, this is XX Company, this is XXX. Excuse me, what can I do for you? "
" May I ask if Mr. Wang, your sales manager, is there? "
" Sorry, he's not in right now. What's your name, please? "
" My name is Wang. I am one of his clients. I have something to ask him. When will he come back? "
" I'm sorry, he may not be back in a short time. If it is convenient, please leave your phone number and a brief description of the business you want to handle so that he can call you back in time when he comes back. "
"My phone number is XXX"
" Is it convenient to leave your full name? "
" Ok, my full name is Wang XXX"
"Are you sure about these contents? Ms. Wang, I will definitely tell your phone number to Director Wang in time. Thank you for calling. Goodbye ".
(making a phone call)