How to set up and plan your telemarketing campaigns
How to get through to the right person
How to open the telephone conversation and structure your call
How to build rapport and increase your chances of success
How to reduce objections and handle those you do get
How to close the call and secure your objective
'This highly informative, clearly written book covers every aspect of telemarketing in fact, it contains everything you need to know about how to build your business by telephone'
HSBC Business Update.
Telemarketing has grown on the back of technology. With advances in telecommunications and databases it has become much easier to use the telephone as a marketing tool. Costs have come down as the monopoly of providers of telecommunication services has relaxed. Databases are now easier to use and can track the movements of your customers and prospects (prospective customers).
There has been considerable growth in the number of people responding to direct advertising methods whether this is from the television, radio, newspapers and magazines and, of course, the internet.
Today around 25 per cent of television commercials carry telephone response mechanisms which equate to nearly £800m of TV advertising expenditure. This means a phenomenal growth in the number of telephone call handling operators, whether employed directly by the company in-house, or through a telemarketing call handling agency. The telemarketing industry has grown from virtually a cottage industry to a multimillion pound sector.
Consumers now are much more willing to use the telephone to order goods and services.
The use of the telephone as a business marketing tool has many advantages, not least of which are cost savings. Companies are learning that it is far more cost effective to have a telemarketing sales force officebound, rather than expensive sales representatives on the road. This does not imply that the days of the sales representative are numbered but it does beg the question of how they can be used more effectively.
A telemarketing operator can qualify leads then send a sales representative out to sell face-to-face to someone who is interested in making a purchase. This can be far more cost effective than sending a representative out to tour the area on a cold calling speculative basis.
Table of Contents
About the author viii
Introduction 1
How to use this guide 2
What this guide covers 2
1 What is telemarketing? 5
Why has telemarketing grown? 6
Where does telemarketing fit into your business? 7
Direct response advertising 8
Selling goods off the page 9
Mail order 9
Direct mailings 10
The internet and e-commerce 10
Telemarketing 11
In summary 11
2 How can telemarketing be used? 13
Inbound calls 13
Outbound calls 14
What are the benefits of using the telephone
as a marketing tool? 16
What are the disadvantages of using the telephone
as a marketing tool? 17
In summary 20
3 Planning your telemarketing 21
Identifying your target audience 22
Planning when you need to make your calls 22
Setting targets 23
Organising a telemarketing unit 24
Prospecting for business 24
In summary 25
4 Setting your objectives 27
Identifying queries likely to arise during a call 28
Identify the benefits of what you are offering 29
Understanding and responding to buying
motivations 29
Selling benefits not features 33
Know your competition 35
In summary 36
5 Getting through – some golden rules 37
It’s all in the voice 39
What’s in a name 44
Other techniques for getting through 46
In summary 47
6 The call 49
Stage 1 – the verbal handshake 50
Stage 2 – establishing and building rapport 51
In summary 55
7 The call – taking control 57
Listening actively 60
Stage 3 – the call structure 63
Stage 4 – signing off or closing 67
In summary 70
8 Signing off or closing 73
Buying signals 73
Types of close 74
Solving the prospect’s problem close 75
Fear close 76
Say what will happen after the call 77
In summary 78
9 Handling objections 79
In summary 83
10 Other professional telephone techniques 85
Word and phrases to avoid 87
Handling angry and difficult callers 89
Checklist for handling difficult/angry calls 92
In summary 93
11 The future for telemarketing 95
Reviews
HSBC Business Update...
'This highly informative, clearly written book covers every aspect of telemarketing in fact, it contains everything you need to know about how to build your business by telephone'
About the Author
Pauline Rowson is a freelance writer and author. She has been involved in selling for many years, has run her own marketing, media and training company and has advised many businesses on all aspects of their marketing, publicity and sales. She is qualified in marketing and is a member of the Chartered Institute of Marketing.
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Easy Step by Step Guide To Telemarketing, Cold Calling & Appointment Making
by Pauline Rowson
