Telemarketing Guidelines 2

8/6/2019 Telemarketing Guidelines 2

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Telemarketing Guidelines

Morning Cold Call

And Appointment Calling


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What is Telemarketing?

market research

database building

lead generation

customer care/building loyalty selling services/ products to new customers

cross selling and up selling products/services

to existing customers

generating interest in a seminar/event/exhibition debt collecting

account handling


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Where does telemarketing fit into

your organisation?These communication tools can include some ofthe following

Advertising

Direct marketing Company brochures

Editorial

Exhibitions

Seminars and conferences

Corporate hospitality

Personal selling


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In Jia Dreams

Telemarketing forms a part of Direct

Marketing Strategy.


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Sekilas mengenai

Jia Dreams

JiaJia dreamsdreams didirikandidirikan sejaksejak tahuntahun 20012001,, dengandengan namanama badanbadan

usahausaha CVCV.. CitraCitra PerkasaPerkasa dandan telahtelah terdaftarterdaftar sebagaisebagai

perusahaanperusahaan kenakena pajakpajak..

PadaPada tahuntahun 20092009 JiaJia membagimembagi duadua bidangbidang usahanyausahanya

agaragar semakinsemakin fokusfokus yaituyaitu dengandengan membentukmembentuk badanbadan

hukumhukum barubaru yaituyaitu PTPT.. JayaJaya ImpianImpian AbadiAbadi (( JIAJIA )) sebagaisebagai anakanak

perusahaanperusahaan daridari JIAJIA GroupGroup..

1


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Our Services

Brand Activation / Events / ExperiencesBrand Activation / Events / Experiences

SalesSales PromotionPromotion

Personal Selling and Direct MarketingPersonal Selling and Direct Marketing

JIA ( PT. JayaJIA ( PT. Jaya ImpianImpian AbadiAbadi ) Group) Group

CV. Citra PerkasaCV. Citra Perkasa

Branding and Media InnovationBranding and Media Innovation


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Who makes a good telephone

salesperson?

A good telephone salesperson is someone who:

prepares well, and who does his research beforethe call

knows the market place and the competition knows his products or services

is a good listener, and does not always

have a desire to talk about himself

can develop an empathy with the prospect orcustomer has enthusiasm and a professionalmanner.


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The disadvantages of using the

telephone as a marketing tool

55% of our interpersonal communication is based on what people see.

When people meet you they make a judgment about you based on how you

look and how you act i.e. your body language.

38% of the impact we make on others is based on what they hear. People will make

assumptions about you from the sound of your voice, and whether or not you have

an accent.

7%of the impression we make on others is based on the actual words we are

speaking.


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Impression in Voices

On the telephone, with the vital visualelement missing, you need to work harder toCommunicate the right image and impression.

The only impression the customer, orprospect, can have of you is through yourvoice.

Ninety-three per cent of the impression yougive out to the recipient of your call is basedon how you sound.


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Problems

more difficult to establish rapport

The telephone is intrusive

People are more likely to jump more readily to wrongconclusions

Callers and receivers are tempted to do other thingswhilst talking on the telephone

It is more difficult to communicate accurateinformation people remember more of what they

see than hear You can be cut off at any time

You may have to pass through several people


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Planning your telemarketing

Plan who you are targeting

Tips : The more you know about your targetcustomers and the language they speak themore successful you will be.

Identifying your target audience

Tips : The more you know about the sector

you are targeting, and their practices, themore informed you will be about the besttimes to call them.


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Setting your objectives

To secure an appointment

To obtain an order

To re-activate a dormant customer

To mend a broken relationship

To cross-sell another product or service

To up-sell

To obtain information to update your database To find out the name of the decision maker, and

other relevant information


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TIPS

Remember it is your call. You are in control; you

need to drive the conversation

It is the benefits of what you are offering that

people buy, not the features.

Remember the Why should I? question and

Whats in it for me?

Draw up your features and benefits list and keep

this in front of you when you make your calls


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Tips

Set your objective and create the pattern

of approach around it

Believe in what you are offering/selling.

Dont hesitate he who hesitates is lost!

Dont wander a wandering story gives

the impression of a wandering mind.


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Tips

The key to getting through is to keep yourtalking to a minimum.

When speaking to the telephonist for the first

time do not say why you are telephoning.Every person you speak to away from thedecision maker weakens the sale

Its not what you say its the way that you sayit!! Enthusiasm is infectious; inject it in yourvoice.


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Further techniques for getting

through

Try calling at different times

Use powerful words

Put pressure on the telephonist


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CALLING STAGES

Stage 1: The verbal handshake

Stage 2: Establishing and building rapport

Stage 3: The structure of the call

Stage 4: Closing.


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Stage 1

Smile while you are speaking

Good morning, Im Suryo from ABC Limited. Wemanufacture widgets for the electronics

industry

Selamat Pagi Pak/bu , Kami dari Jia

Communications yang bergerak dibidang

bren aktifesion, nama saya Arief


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Stage 2: Establishing and

building rapport

Dont shout and dont talk too quietly.

Build rapport with your caller or prospect bymatching the speed of their voice.

Vary your pitch and make sure you do not sounddroll.

Avoid anger.

Dont sound too nice!

Body posture.

Body Language. Different communication styles between men and

women.


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Men and Women

Men like to give or receive information on the

telephone, keeping the conversation short and

to the point, whereas women are more likely

to chat

Because women listen to the pauses,

emphases and hesitations behind the words,

they can detect subtle emotional nuances thatoften escape men.


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ASKING

Ask open questions to get your prospect to openup and give you information.

OPEN QUESTIONS

What

Who

Where

WhenWhy

How


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The secret to success therefore is to:

ask an open question

listen to the answer

probe gently

Beware of using value loaded questions

where you load your values onto the other

person Be careful of how and where you ask leading

questions.


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Listening

Listening actively

There are two types of listening:

social listeningand critical listening.


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How to listen

Train yourself to start listening with the first

word and then listen intently.

Turn off all negative thoughts you have about

the person talking. Think at the speed they are talking; dont jump ahead.

Do not interrupt.

Ask questions once they have finished talking

to probe their feelings, reactions, or get more details.

Use their name and use you in conversation.


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1. Open Attention Question

After your introduction,

saying who you are,

where you are calling from

and giving a brief explanation of what yourorganisation does

you need to ask an

open attention question. This is designed to getthe prospects attention and immediately engagehim in conversation.


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Open attention question

Apakah bapak / Ibu saat ini menggunakan jasa

promosi lini bawah ( misalnya )?

Apakah ( nama brand ) yang Bapak kelolasedang mengadakan promosi di Hypermarket

( carrefour, giant?)


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2. Situation Questions

Situation questions are designed to probe the

situation.

how many do you use in an average month?


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3. Problem or Needs Questions

Dont be afraid to ask who the prospects

current suppliers are.

Nine times out of ten the prospect will provideyou with this information but if he doesnt,

then dont worry, you are more concerned

with how the prospect feels about the

services or products he is getting from hiscurrent suppliers than who they actually are


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3. Problem or Needs Questions

In what way do you think your current

suppliers can improve?

What sort of difficulties did that incur foryour company


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4. Implications of the problem or

the need

Because you have to buy in large quantities

this cant always be cost effective for you,

and there must be a great deal of waste.

Because the delivery was late that must

have caused a considerable delay for your

customers.


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5. Need

You can fulfil his need by selling in the

appropriate feature and benefit that satisfies

thisBut dont go into reams of features and

benefits.

This will only put them off. Give the features

and benefits that are relevant and of interest

to the prospect


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Stage 4. Signing off or closing

Buat janji kapan bisa menjelaskan product

secara langsung dan mendetail


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Types of Close

Alternative close

When would it be suitable for us to get

together and discuss this? This week or nextweek? Which would you prefer?

Which would be more convenient, Tuesday

or Wednesday? Morning or afternoon?Say what will happen after the call


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After the Call

The details you will need to record can vary

but they should include:

contact details

type of business

details of conversation

any personal details if appropriate


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Handling Objections

Golden rules

Dont take them personally.

Welcome them, they at least show interest.Dont argue or disagree with the

prospect.

Acknowledge the objection.Then make the objection specific by

asking an open question


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Handling Objections

For example, What makes you say that? or

What do you mean by that? or Why do you

say/feel that?

Never assume you know what they mean.

If you ASSUME you make an ASS of U and an

ASS of ME!!!

Dont get defensive and dont leap in with

your compensating benefit before finding out

what the real objection is


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Handling Objections

Objection: Youre too expensive.

Probe. Make it specific. Find out what the real

objection is. Ask an open question, What do

you mean by expensive? Find out what they

are really saying. Is it that they havent got

any money, or that they can get it cheaper

elsewhere? Have they misunderstood you, ordo they have a preconception of your pricing

that is totally inaccurate?


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Professional telephone techniques

Answer the telephone promptly within

three to five rings if it does have to ring

longer make sure you apologise for keepingthe caller waiting.

Start each call by saying who you are, your

name, position or department Establish and use the other persons name

early in the telephone conversation


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Ask open questions to find out what the caller

requires. If the call is an enquiry regarding

your services, or a request for a brochure then

dont forget to ask how they

heard of you. If in response to an

advertisement you will need to ask which

advertisement.

Listen. Resist the temptation to interrupt.


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Demonstrate you are listening by making

listening noises such as Yes, I see.

Concentrate. Don

t be tempted to do twothings at once. Give the telephone

conversation your undivided attention.

Make notes and read back key points so that

the caller knows you are being attentive.


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Be lavish in explaining what you are doing,

especially if it involves a silence while the

caller holds on.

Use assertive behaviour to control the call.

Stay assertive even when you dont feel like it

and especially when dealing with an

aggressive or non assertive person.


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Finish by recapping exactly what it is you

are going to do as a result of the telephone

conversation.

Smile for even though the other person cantsee you, if you smile it helps your voice to sound more

assertive and friendly.

Record details of the call, make sure any

action promised is carried out, and follow upif necessary.

Telemarketing Guidelines 2

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