As a marketing method, telemarketing enables enterprises to quickly transmit 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, let me have a deep understanding of the telephone. In the past, when interviewing or communicating with customers, it was necessary to visit customers in person, and it was often necessary to spend precious time on the way to the scene. To make matters worse, sometimes we rush to meet our clients. Today, the telephone has become very popular, and our marketing methods have undergone revolutionary changes. We always make an appointment by phone in advance and then do business in all directions. This not only improves the work efficiency, but also avoids the annoying phenomenon above. In recent years, telemarketing has exercised my ability to communicate with customers. In the process of communicating with customers by telephone, using improved communication skills can quickly reach an understanding with customers and achieve the communication effect you want. Telemarketing allows me to avoid face-to-face communication opportunities with customers and reduce the probability of being ruthlessly rejected by residents. The mood is not as low as before, life is sunny, and personal leisure time is relatively increased, leaving a little extra reading opportunities. In the past two years, I shared these experiences with many friends in the training class. Many friends also gave me the happiness they benefited from telemarketing and discussed many problems arising from telemarketing with me. I want to share my training and accumulation in telemarketing in recent years with many friends who want to develop in the field of telemarketing, and my feelings about the charm brought by telemarketing.
In today's market competition, which enterprise doesn't have a few telephones, fax machines and computers, but how many can really add value? How many orders were returned by phone? Before the formal telemarketing begins, professional and systematic training must be given to telemarketers.
First, let a trained telemarketer. Have strong communication skills in the process of telephone sales, 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 feeling of being ignored and unprofessional. In the daily telemarketing work, telemarketers should always appear in a professional manner.
Second, skilled telemarketing skills.
1. Design of telephone script
(1) Unique and attractive opening remarks are an important part to keep customers listening.
(2) The 30-second principle (the reason why customers are willing to listen to you).
(3) Attract customers' attention from problem to problem, be influential and get customers' attention.
(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 of all, introduction, price, function, details, etc. Products; Second, emphasize the importance of contracts and maximize the value of contract visits.
Case study:
A speech contest was held before the end of a national public speaking seminar. After the game 10 people won the prize. The lecturer took off his tie and said to everyone, "Today I want to give the champion a special gift. 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 cases. The special feature of my tie is that the fabric of the tie box is exactly the same as the tie. Look at the back of the tie. Generally, the back of a tie will be labeled with fabric. The back of my tie is a pure metal trademark, and it is gold-plated, engraved with the name of the designer and the brand name of the tie. This tie was designed by a famous Italian tie company. Only four ties were made and the version was destroyed. The designer is the best designer in that design company. This tie is worth 800 dollars. " The lecturer went on to say, "Ladies and gentlemen, the focus is not on the fabric, manufacturing technology and design value of these four kinds of ties, but on these four unique ties in the world. Two days ago, two little princes of the British royal family bought two, one for each. One of the other two articles was bought 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 happen to know the boss, so I can buy it. Now think about it, is this tie worth $800? " Everyone said, "value! "Later, someone wrote a check to buy this tie. Therefore, it can be seen from this case that the reason why the product can't be sold is because you have a good explanation method for the product, and there are problems in the explanation of the product and the method of shaping the value of the product. Therefore, it is very important to use a set of words to shape the value of products. With extraordinary language, the value of the product has been shaped, and its sales results far exceed the value of the product itself.
Case 1: Skills of Breaking through the "Secretary" Barrier
(A secretary means everyone who answers the phone except the chairman.)
A: "Good morning. Excuse me, is this the XX business office? "
B: "Yes, what kind of help and support does Mr. Wang need?"
A: "Excuse me, can this lady help me find coach XX?"
B: "What can I do for you?"
A: "This matter is very important. We need to communicate directly with Mr. XX by telephone. I hope to get your help. All right.
Really? "
B: "Just a moment, please."
A: "Thank you for your telephone help."
Case 2:
The expression of the number of guaranteed tickets
B: "I'm very sorry, coach XX has been invited to give a speech in the enterprise."
A: "Great. I wish coach XX a complete success in every speech. "
B: "What can I do for you? Do you need help and support? )"
A: "This matter is very important and needs to communicate directly with coach XX. Excuse me, miss, can you tell me the mobile phone number of coach XX? "
Case 3:
Ask the name of the "secretary"
B: "Excuse me, I hope you can leave your phone number. Is it convenient? "
A: "Great. Thank you for your help. May I know your name? "
B: "My last name is Zhao."
2. The telemarketers must know the effect or purpose of each call.
3. Every phone call should be the target customer group (industry and field) of market segmentation, and the information should be accurately conveyed to customers. Seek to understand the real needs of customers and judge whether it is immediate needs or training needs.
4. Use professional and civilized language. Hello, I'm XX from XX Company, and I have a very good news for you. Is it convenient to talk to you now? Thank you for taking my call. Wait. )
5. Smile and well-trained pronunciation, speed and intonation. This is the first feeling conveyed to customers through the process-trust. Increase the customer's pleasure in telephone communication and be willing to communicate with you. NLP neurolinguistics emphasized the enthusiasm of phonetics, speech speed, body language and facial smiling expressions 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 kindness, understanding and support.
6. Good language communication skills. The ability of communication needs to be studied and combined, and all kinds of abilities should 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 went to Shenzhen to attend Mr. Chen Anzhi's president's class. He was very excited and 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 and actively put them into the market. First of all, after telephone consultation, market research and 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 speech on the mainland. They launched a powerful telephone consultation and communication offensive to friends and advertising sales in the life insurance industry. 1 0,000 indicators, the telemarketers completed it in only10.5 days, with an average of more than 50 calls per person per day. With only eight business people, the telephone brings such high work efficiency to the enterprise. It can be seen that the high-quality telephone calls made by every trained professional can bring huge profits to the enterprise.
The key of telemarketing lies in the communication and expression in telemarketing. How can we know in the shortest time whether the customer's greatest demand is the target customer? We usually use the right questions, ask the right questions, communicate effective questions, and find the deep-seated needs of target customers. On this basis, 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 person". All enterprises should choose telemarketing wisely with a highly intelligent attitude. Making telephone an enterprise-an important productivity of future market share. Keep asking the right questions to customers. When selling, ask the right questions and get more profits at the right time.
Anthony Robin, a master of world potential, once said, "What are the main criteria for success or failure? In short, successful people are good at asking good questions and getting good answers. " If you want to change the customer's buying mode, you must change the customer's way of thinking. 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 useful and effective question, ask a question that can stabilize the customer's way of thinking. Before you ask a question to a customer, you must be clear about the purpose of your question.
The principle of asking the right questions:
Ask easy questions. Ask positive questions. Ask the little yes. Ask some almost irresistible questions.
How can I ask the right questions?
A, "What prompted you to decide to contact us?" -Ask potential customers some questions about "doing" and pay attention to what has changed in their lives. Focus on what the other person wants to accomplish, what he is doing now, or what he has done in the past.
B. show enthusiasm and interest when asking questions. How customers answer your questions depends to some extent on the way you ask them.
C, in the telephone communication, cooperate with the customer's speech speed and keywords.
If you find the customer repeating himself, it's probably because he thinks you don't understand what he said. At this time, you have to repeat the key words he said.
Calling customers by their first names in telephone communication can attract customers' attention and make them feel the respect of salesmen.
E. use easy-to-understand words in telephone communication.
-If technical terms must be used, be sure to explain them clearly to customers.
In telephone communication, use "we" and "our".
-It can make you feel like a companion facing similar situations and problems.
G in telemarketing, if necessary, ask questions with the permission of the other party.
-"May I ask you a question?"
7. How to have good affinity
Try to keep the intonation and speaking speed in sync with customers, and the habit of using language and words is similar. (such as phrases, terms, etc.). Promote the establishment of a harmonious communication atmosphere with customers and remember their names. )
Most people struggle for success, reputation and family, which shows the importance people attach to names. A name is a person's code name, which can also be said to be an extension of a person's life. If telemarketers want to help themselves with the help of others, they must first remember their names.
Calling out the customer's name is the easiest 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.
"Did Mr. Noble Wiesel answer the phone himself?" This will make the customer feel happy, and he can immediately feel that he stands out from the crowd.
8. Develop good work habits
First, record at any time
Have a pen and paper at hand and write down every call you receive or make at any time (two-color pencil, calculator, notepad, phone book, customer information, memo, etc.). ).
B, sign up
No matter whether you answer the phone or make a phone call, you should tell your company and full name in time, and ask the other party's company, name, telephone number and mailing address clearly, so that you can 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, and I'm XXX. Excuse me, what can I do for you? "
"May I ask if Mr. Wang, your sales supervisor, is there?"
"I'm sorry, he's not in now. What is your name, please? "
"My name is Wang. I'm one of his clients. I have something to ask him. When will he come back? "
Sorry, he may not come back for a while. 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 this is the content? Ms. Wang, I will definitely tell Director Wang your phone number in time. Thank you for calling. Goodbye. "
(on the phone) "Hello, this is XX from XXX Company. Excuse me, are you XX Company? Is miss XX there? Would you please help me find it? "
9. Positive work attitude
In telemarketing, a positive and confident attitude is particularly important. Because the customer on the other end of the phone has no chance to see the telemarketer with his own eyes, he can only outline the image of the other party through his words. The confidence of telemarketers in themselves is often the confidence of customers in them. If the telemarketer thinks he is an important person, so will the customer on the other end of the phone.
Also doing telemarketing, those marketers with positive attitudes have greatly exceeded the turnover of others.
Maintenance of customer relationship
First, the management of domestic service system
1. Classification of customer service system.
(1) Customers who have served: classify and refine customer files, and conduct telephone tracking in stages and regularly.
(2) Customers being served: telephone tracking from the beginning of sales to the entry of customer data into the customer file classification and refinement management area.
(3) Prospective customers: analyze the existing customers and enter the telephone training service period according to the analyzed needs, so as to enhance customers' trust in the enterprise and achieve the promotion effect.
(4) Recommend customers: let them feel the quality service and scientific management.
2. Use telemarketing expressions to track customers.
3. There are usually two main purposes to do customer after-sales work.
Thank customers for their buying behavior and strengthen the relationship established during the exhibition. Various after-sales tracking services and a "soft service" for customers.
The following are four ways to carry out customer follow-up service:
Visit in person:
Although it is expensive, it can produce the best effect and is the only way to communicate with customers face to face.
Contact the customer's care phone number: If you plan to send a thank-you card or thank-you letter, you can make a thank-you call afterwards.
E-mail:
Many times, sending an email is much faster than making a phone call. Many salespeople say they spend a lot of time making telephone labels. Some customers prefer to use email, and if you don't communicate with them in the way they like, they may be very unhappy. If you know any customers who are not used to checking email all the time, you'd better call just in case. If you are not sure, you can use both methods.
Thank you letter and card:
Sending a thank-you note to customers is a convenient and cheap way of customer service. Letters and cards can be used to thank customers for signing orders and promise to continue to serve them. Thank you cards should be printed first, and the sales staff will send them within a period of time after sale. However, this kind of thank-you card has a big defect: it is made in batches, so it lacks very important personalized color to produce customer satisfaction. The effect of a little difference in service is really different.
Visit report:
Interview report is a kind of report form that is helpful for communication between customer service personnel. A large number of salespeople don't have any interview reports, which shows that they lack sales plans. Lack of a plan is tantamount to a plan failure. Do you agree?
The above four methods can be used separately or in combination, and the method finally selected must be able to:
(1) Tell the customer that you appreciate his purchase;
(2) Make clear whether they are satisfied with the purchase.
4. Do the service that touches customers.
The customers who are touched by you are the most loyal customers.
Development of added value: the added value of services refers to the part of services provided by customers at no cost.
What customers are concerned about now is:
A. Whether the service provided by the service personnel is level and quality, whether the service personnel behave appropriately and whether they can make customers feel comfortable.
B. products or services. Does your product or service meet the needs of customers and exceed their expectations?
C. service process. Is there a first-class process that can fully take care of customers' feelings?
Remember to always work harder, care more, serve more, praise more and call customers more than others. If you don't call, someone will, and they will take your business.
In short, in the fierce market competition and the fast-paced era of the combination of telephone and marketing, successful telephone marketing can expand the customer base, improve customer satisfaction, maintain customers and other market behavior means to maximize profits.