Chapter 38 Chapter 6 Telephone Sales: A Silver Thread Decides the Closing or Not

In the information age, the telephone has become one of the fastest sales tools.Grasping the principles in telemarketing is also an important factor for success in sales. Grasping the principles at all times will bring a good sales image and high customer trust to the sales staff. Here are a few telemarketing principles that salespeople should grasp: Don't make the caller wait (or hang up) by letting your phone ring more than three times. Give your first and last name to let the person know that the person answering the phone is exactly what they are looking for. It is best to answer your own calls yourself.If you must have an assistant answer an incoming call for you, instruct that person to be tactful.For example, first ask the other party "Who are you?" Then reply: "Oh, so, Mr. (Ms.) is not here." This is a poor way.Instead, your assistant should first say that Mr. (Ms.) is not available, and then ask who is calling.

Speak slowly and clearly, and with a smile.The smile will reflect in your voice, and the other person will feel it. When you make an outbound phone call, you should first say who you are.If your call is forwarded, you should repeat your name to anyone who picks up the extension. Before you start talking endlessly, you should always ask, "Is this a good time to call you?" No one wants to wait endlessly for others.If you can only do this, you should limit the waiting time of the other party to less than 20 seconds. If your communication is interrupted for any reason, it is the caller's responsibility to re-dial the other party's phone.

If you can't return someone's call within 24 hours, ask another person to answer it for you. If you're going on an extended vacation away from the office, you can have your voicemail tell the caller about it. The following are some successful telemarketing concepts that must be warned from time to time: Every call you make or receive counts. The other party is the noble person in your life or you will become the noble person in the other party's life. I like the person on the phone, and I like the sound of my phone. The telephone is the fastest communication tool in the world.

I call to achieve what I want. My next call will be an improvement over the last. I call him because I help others grow. I am full of enthusiasm, and I will move myself.A person who moves himself can move others.I'm going to be a top telemarketer. No one will reject me, the so-called rejection is just that he doesn't know enough, and my speaking angle is not the best. The phone is my lifelong friend and I love it. The process of telemarketing by a salesperson generally has the following steps: To analyze the client, prepare the profile, then prepare the call script, and keep yourself fresh at all times.

Before making a call, the salesperson will definitely prepare a lot of information in advance, but most of these information may only have one contact number and one name.So how do you get the person who receives your call to help you transfer the call to the person you are looking for?In this part you need to do-introduce yourself, the reason for the call, and initially find out whether the other party is the person you are looking for. Now assuming that you have already contacted the customer, then you have entered the substantive stage of the phone call. The key to making the other party interested in the product you are about to introduce lies in the opening.In these 20 seconds, the purpose of the salesperson is to attract the attention of the other party, so that he is willing to continue listening.

The basic principle of the opening statement is: make the customer have a great sense of identity, so as to buy your product.Don't let the product become a communication barrier between you and consumers, and use competitor's information appropriately. One is product introduction.After successfully opening the topic, the salesperson will start to introduce the product. When introducing the product, they will generally introduce the product's features, functions, and advantages.However, the key is to introduce the benefits that the product can bring to customers, which is what customers really care about.The second is to listen.In the process of communicating with customers, remember to listen carefully. Listening is more important than speaking. Salespeople need to listen to understand customer needs.There are many salespersons who are very good at speaking, but they just can't impress customers after talking about it. Why?Because what he said is not what the customer really needs.Therefore, it is effective to ask more questions, listen more, and introduce what customers say.

In addition, develop a good habit of listening and memorizing.Record the customer's situation and the content of the conversation, make a summary of communication skills, and find out the problem.With each call, the skill improved.After putting down the phone, don't rush to make another call, take a moment, review the call process, and summarize the experience of this call. When communicating with customers, sales staff will encounter various questions raised by customers.A successful salesperson should turn objections into opportunities.In addition to having a deep and comprehensive understanding of the product, you must also master certain skills in handling objections, and you must take the customer as the starting point and explain to them.

When the salesperson introduces the product to the customer, the customer often raises some questions, inquiries or objections.At this stage, sales staff may find it difficult to accept the customer's questions and attitudes, and often fall into the following misunderstandings: Argue with customers.When the salesperson thinks that the customer's point of view is wrong, he tries to make the customer realize and admit that he is wrong by means of debate, questioning, and preaching.Regardless of whether the salesperson is reasonable or not, arguing with the customer will not achieve the purpose of persuading the customer. On the contrary, it will strengthen the customer's resistance and make the customer lose their trust in the salesperson.Therefore, the salesperson should not argue with the customer under any circumstances.

Express disdain.When thinking that the customer's point of view is wrong or the attitude is bad, some salespersons express a contemptuous attitude of disdain to care about the customer.If the customer perceives the disdainful attitude of the salesperson, they will feel hurt, which will lead to dissatisfaction with the salesperson, the product and the company, and naturally they will not buy it. Noncommittal.For the customer's point of view and attitude, the salesperson is noncommittal and adopts a laissez-faire attitude.Such a result may make customers feel disappointed and dissatisfied, and at the same time deepen the original bad impression and doubts of customers.

Show pessimism.Always show pessimism about the questions or objections raised by customers, especially those that are difficult to answer and deal with.The pessimistic mood of the sales staff has greatly negatively affected the work performance and the image of the product, and may lose customers who really want to buy your product. begging tone.For the questions and objections raised by customers that are difficult to answer and deal with, the salesperson does not take a positive attitude, but entangles and begs customers to buy.The begging tone not only rarely achieves the purpose of getting customers to buy, but also affects the image of the salesperson itself.

After the salesperson clarifies the objection and proposes a solution, it is necessary to make an appointment or make a further agreement without losing the opportunity.If you ask open-ended questions at this time and let the customers make their own decisions, most customers will say: "I'm not free recently, let's talk about it in a few days!" Therefore, the salesperson must ask closed-ended questions here. Questions guide the client and get the client to accept your proposal. Generally speaking, the purpose of telemarketing should be to find sales targets who are likely to purchase, and exclude sales targets who are not possible to purchase, so as to increase the success rate of door-to-door visits for transaction negotiations.In other words, the purpose of telemarketing is to create an appointment opportunity with a potential sales target. It cannot replace face-to-face negotiations. The goal of telemarketing should be to establish an appropriate appointment. This plan is one or several sets of rhetoric to guide the other party to pay attention to the product, build a good impression on the salesperson, and actively date.It should include who to call, how to start, what aspects of the product to introduce, what to know about each other, when to date, etc.With such a plan, you can take your time in sales and give the other party a good impression. Generally, it is more favorable after 10 am and in the afternoon.If the person you're looking for is out, ask the person who answers the call if there's anyone else you can talk to, or ask when they'll be back so you can contact them later. Enthusiastic speech is easy to infect the other party, and polite words are also easy to get polite and positive answers.Polite expressions such as "Hello", "Excuse me" and "If you don't mind" should become the spoken language of the sales staff.Similarly, getting straight to the point is also a more popular way of speaking. Using accents, deliberately showing off, and hesitating are likely to arouse the other party's resentment. Reduce the meaning of sales promotion, but it is easier to reach a dating opportunity.For example, after introducing yourself, you can say: "I want to ask you, does our company have this kind of equipment?" How is the situation and so on, and then introduce their products.If the other party answers "no", you can directly introduce your products, and finally agree on a time to meet and discuss. Asking the other party's name can be at the beginning of the sales promotion or after the appointment is confirmed, but at any time, you should report your name first, so that the other party may leave their name and phone number. It is necessary to make a simple record of the content discussed on the phone while talking. These materials are helpful for the planning of the next sales promotion, and can also be used to establish customer files. Vague appointments are easy to be rejected by the other party.Therefore, the best dating time should be clear and selective.For example, "Which time is right for you, this afternoon or tomorrow morning?" And further confirm: "Is the time 9:00 am or 3:00 pm?" The last point that needs to be explained is that when everyone shares an office or a telephone, everyone's cooperation should be obtained.Whether you are calling the other party or the other party has a call, it is appropriate to keep the necessary quiet in the office. A noisy office or loud talking and laughing by someone will leave a bad impression on the other party, and it may be ruined. Business. At the same time, when the other party calls, you should take the initiative to answer it enthusiastically, and if you are looking for someone, you should convey it quickly.If the person you are looking for is not available, you should ask the other party if they can help you, or ask the other party to leave their phone number and name, and ask when it is more appropriate to call back. In short, the overall cooperation is also one of the important factors to improve performance in telemarketing. Telemarketing must have a high-quality database with more information about customers, and it must be constantly updated. "Just knowing a phone number is not enough to support telemarketing"; Do a good job of planning. There are three important preparations for understanding customer information: Understand customer buying motivations.The motives of each customer's purchase may be different, but usually there are only two types of final motives, one is the desire to gain certain benefits, and the other is the fear of losing certain benefits.Before buying, every customer must think "what benefits does this product have for me?" Therefore, what customers want is "benefits", not the functions of the product itself.In addition, it is necessary to distinguish between the customer's "needs" and "expectations". "Needs" are the motivations that are absolutely necessary, while "expectations" are the best, and it doesn't matter if they don't.When introducing products to customers, the salesperson mainly emphasizes the necessity of the price advantage of the product. Non-essential functions and benefits are only used to enhance the sales effect. Salespersons must not put the cart before the horse. Put together a complete inventory proposal. Research the basic information of customers in advance.Before calling a client, research all the relevant information about the client at hand.Only after carefully studying the above information can the salesperson determine the focus of the visit and understand the customer's preferences. Designing phone scripts is especially important for salespeople who are just starting out in this job. If you are not prepared enough for this job, you will find that you may be incoherent when you pick up the phone, and you may not have the opportunity to put Tell the content of the product that should be introduced to the other party.The other party is likely to find out that you are a salesman at the first time, and refuse to continue talking with you.So, you have to design a phone script to match your work before that. A uniquely designed and attractive opening line is an important part of not getting rejected in a sales call and keeping customers listening. 30 seconds principle. Give the customer a reason to listen to you within 30 seconds. Capture the customer's attention with a question that is impactful and what the customer cares about. Shape the value of the product and give customers reasons for strong demand.Shaping the value of products is an important link in the telemarketing process, and it is the key to why customers should listen to you.Shaping the value of a product includes two parts, one is product introduction, price, role, function and other details, and the other is emphasizing the importance of appointments and maximizing the value of appointments.The reason why the product cannot be sold is because you do not have a good product description method, there is a problem with the explanation of the product, and there is a problem with the method of shaping the value of the product.So it is very important to use a set of language skills to shape the value of the product.Using extraordinary language to shape the value of the product, its sales results far exceed the value of the product itself. In the design of the telephone script, the most important thing to pay attention to is the "design of the question".During the whole call, a series of questions need to be asked, so that the initiative of the call can be grasped, and the customer can avoid a strong sense of sales. Phone answering essentials.General answering, for example, "Hello, my surname is Liu. I am very happy to serve you...Oh! Yes, he is here. What is your name? Mr. Wang, please wait a moment." If the other party asks something, you can say : "Sir (Miss), may I ask your last name? Oh! Mr. Ma (Miss), I will transfer it to Manager Song for you, please wait a moment." Or "Mr (Miss) is sorry, he is not at the seat, he may be back at 4:00 Oh! Mr. Ma (Miss), would you like to leave a phone number, or can I assist you? Okay, please call again, and bless you..." Please fill in the name of the caller and the name of the recipient, Important message and the date and time of the message.Simply answer directly. Example call script with management. Example 1: For bosses and supervisors. Supervisor: "Hello, please pick up Mr. Wang, please, thank you!" Secretary: "What's the matter?" Supervisor: "I have something important to ask him, my surname is Zheng, please excuse me, thank you!" Secretary: "Just a moment, please." Good day, boss." Supervisor: "Hello, I am Tiantian Success Consulting Company. My surname is Zheng. This is the case. We are a professional training institution for improving performance and work performance. I hope to make an appointment with you, about 20 minutes, and share other customers using us. The effective results after the service, are you free tomorrow or the day after tomorrow?" Example 2: For enterprises. Supervisor: "Hello, are you Mr. Zhou (Miss)? Hello, I am from a gold medal agency company, and my surname is Bai...Our company provides performance improvement training programs, and many large companies like A and B companies are using it. , so that their performance has been greatly improved... Are you interested in learning about this method that may increase your performance by 20% to 30%?... Very good, I think, we can meet some time and study in person Research, I need about 20 minutes. I want to visit you tomorrow, is it convenient for you?...Very well, then I will visit you at your company at 10:00 tomorrow morning. What is your address at... Very well, we have an appointment, it was a pleasure talking to you, thank you, goodbye." Here are some very effective telemarketing beliefs.With these beliefs, the salesperson's telemarketing will be successful. I make sure to meet anyone who is interesting on the phone and I confirm that I want to meet. Every call I get could be a valuable trading opportunity. For every call I make, there is a potential customer. Every call I make is not for an exchange, but for an opportunity to meet a client. When you have a chance, read them silently and keep them in mind. The more you repeat, the more you can penetrate into your subconscious mind. Incorporate a smile into your voice.Voice can reflect warmth or indifference, interest or indifference, concern or frustration, patience or haste, acceptance or resistance, so the salesperson should let the other party feel your care and smile through your voice. Taking a few deep breaths before a phone call can calm your mind and make your voice steady and powerful.Put a glass of water on the table, when talking for too long, drink some water, you can relax the vocal cords. Generally speaking, the first 20 seconds after you answer the phone are critical.If the salesperson can grasp these 20 seconds, you may use 1 minute to make an effective opening, which includes: introducing you and your company, explaining the reason for the call, understanding the needs of the customer, and explaining why the other party Should talk to you or at least be willing to listen to you. The most important thing for a salesperson to take the initiative to make a phone call is to arouse the customer's attention and interest.For people who have never met before, most people are not ready to continue the conversation and put down the microphone at any time.You need to prepare a well-thought-out script to attract the attention of the other party through the charm of your language and voice. A general description that sparks interest.For example: "I understand that your department's mobile phone bill is tens of thousands of yuan per month. I am calling to let you know that our tariff plan can reduce your call bill by half..." Use questions to get the other person's attention.For example: "According to the information you provided, your auto insurance coverage is 5,000 yuan. The current average repair and claim settlement costs for accidents are 9,300 yuan. How do you plan when your insurance coverage is not enough?" Heartfelt praise.Example: "Like your company's leading position in printers, our company provided 38% of the industry's group customer travel last year, far higher than the 15% of the second place..." Raise the seriousness of the problem.For example: "Mr. Zhang, 8 out of 10 house owners in our city are completely unable to rebuild their houses when they are destroyed by natural disasters such as fire. If you are one of the 8 people, I suggest you learn about it. We launched..." By analogy.For example: "Mrs. Hu, 56% of the homes in Dong'an Community have installed anti-theft alarms. The crime success rate in the community has dropped by 10 percentage points compared with ours. I believe you are equally concerned about community safety..." References to peers known to the client have been adopted.For example: "Hello! Mr. Li. I am Wang Hongyan, a training consultant of Cinda Company. We are the only professional company in China that specializes in training bank business representatives. Recently, we did a three-week training for the bank, and all business personnel participated phone skills training." If none of the above applies, you can ask after introducing your own name and company name: "Have you heard of our company?" to pave the way for a brief description in the next step. Third Party Referrals.For example: "I called you because Mr. Huang Zhijun, whom we are all familiar with, said that you are looking for ways to reduce peak power consumption." Follow up directly.For example: "I'm calling to find out if the company profile we sent you requested is what you're interested in..." Mention the person's recent activity.For example: "Your company recently organized managers above the middle level to attend the customer relationship management course of China Europe Business School..." Connect the product with arguments from renowned experts.For example: "Academician Cheng, a leading figure in the marketing industry, believes that the current marketing automation software needs to solve the problem of data format localization. Our newly launched upgraded version completely solves..." Even if your title is sales representative, you should use a title that customers are more likely to value.For example, if you sell insurance, call yourself a financial advisor, and if you sell furniture, call yourself an interior design consultant. The same is true when introducing companies and products.If you are a color printer manufacturer, emphasize "We help companies print high-quality color catalogs in less time and at a lower cost," rather than simply saying "We produce branded color printers." If your product or service can solve a problem in the industry or bring about a breakthrough in business, you must emphasize it.For example: "Our new generation of mobile phones has completely solved the phenomenon that the mobile phone will heat up after a long call, and the call quality will not be affected at all..." At the end of the opening remarks, if you can help the customer understand more about the benefits that the product brings to him, the conversation will usually flow smoothly.For example: "Would you be interested in talking to me if I showed you how your company instantly improved customer call wait times below the industry average?" Summarize the process of opening a call: Introduce yourself and your company after a polite greeting, then focus on the client's high level of attention and interest. If the salesperson has done this well, it can be said that he has broken through the barrier and taken a step towards success.At this point, it is imperative to immediately take the customer to the next stage of communication by explaining the purpose of the call and mentioning the value to the customer. If salespeople want to communicate with customers smoothly on the phone, they must first know the best time to talk to them.Below are the best times to speak with different clients. In addition, it is also necessary to pay attention to the time allocation problem during the call.A few time management principles in telemarketing communications are as follows: There was once a well-known website that invited a trainer to give a training session to their company. Because the trainer's time was very tight, an assistant made an appointment for him.The training department of the website asked several managers of their company to go online and listen to the details they were going to discuss on the phone, so they solved the problem over the phone.For important calls, they must make an appointment with the customer and contact them on time. Greeting phone calls should not exceed 1 minute, appointment calls should not exceed 3 minutes at most, and explaining calls should not exceed 8 minutes.The longest time a customer calls to deal with a problem usually should not exceed 15 minutes. If it exceeds 15 minutes, the customer will feel that you might as well have a face-to-face interview with him.But how much time is the most suitable time?The suggestion is: to achieve the result you want, is the most suitable time. There is a choice between whether the salesperson calls the ordinary business representatives of the client company or calls the person in charge, chairman, or general manager of the company.If your calls are made to people who don't have the power to make decisions, you will end up generating no business at all.Because a person's time allocation is limited, you can do one job or another 24 hours a day, but the performance will not be exactly the same.Therefore, in the process of telemarketing, the really effective thing is to take the initiative to call the person with decision-making power. The 20/80 rule is a universal rule, and there is also such a rule in telemarketing.The key to communication and persuasion is how to make customers talk more, talk more, talk more, and act more.The 20/80 rule of telemarketing is: when communicating on the phone, 80% is listening, 20% is explaining; in explaining, 80% is to ask various appropriate questions, and 20% is to explain what the customer is interested in or what the customer cares about. thing. All in all, the salesperson must master the time management of telephone communication, so as not to bring obstacles to subsequent further communication.