How to do a good phone call back (no purchase, second promotion)

In North America, telemarketing has become very popular, with almost 10 billion sales calls per week, and the annual sales of telemarketing exceeds $300 billion. Effective use of telephone for sales has become the professional skill of millions of people.

Today, with the development of information, people keep in touch with customers by telephone, fax, voice mail, e-mail and the Internet, and give customers appropriate information at the right time so that they can make a purchase decision. Our call center sales representatives can easily deal with customers in different places. From the company account number to the email address, customers can judge the sales representative and the company they represent. Too many businesses don't have to be done face to face by salespeople as before.

First, the expansion and interpretation of the concept of telemarketing

Definition of telemarketing

Pin, pictophonetic characters, lottery gold also. -speaking; Original meaning: melting metal; Extension: sales distance (eliminating the enemy's resistance) We understand its meaning as: eliminating the strangeness with customers and bringing the relationship closer.

Sell, pictophonetic characters, enter from the mouth, save the sound. Original meaning: sell; Sell, sell hands. -"Explaining Chinese Characters", as we understand it, means: it is better to open your mouth, and you should exercise yourself to have good expression and maintain a good communication process.

Telemarketing is a process in which telemarketing representatives communicate with customers by telephone, use professional sales skills to sell products and maintain uninterrupted customer service. The definition of telemarketing is actually very simple, that is, an important communication tool is added on the basis of traditional sales: telephone.

To interpret the definition of telemarketing, we should pay attention to several important words: telephone communication, professional sales skills and the process of maintaining customer service.

1. Telephone communication is the process of exchanging information, ideas and opinions about products and requirements between telephone sales representatives and customers. We know that sales in a simple sense means selling products to customers and recovering loans, thus completing a sales process. Now, sales are based on good communication with customers, that is, understanding the real needs of customers through communication.

2. The application of professional sales skills is very critical. Mastering good sales methods will get twice the result with half the effort. Learning sales skills is particularly important. Of course, the process of learning includes learning and practice. Learning is theory plus practice, that is, learning these methods and then practicing them. It is impossible to practice optics. The key to our study lies in practice. Find happiness in practice, apply what you have learned, learn to think, and turn what you have learned into a method that suits you. Only in this way can we be comfortable in the process of telemarketing. As the saying goes, "Learning is better than speaking", "Learning without thinking is useless, and thinking without learning is lazy". What the ancients said is still reasonable. We should study hard.

In addition, the so-called "specialization" is the unity of standardization, richness and flexibility.

Norm, in our common sense, we have a routine to promote products. These routines are our sales process, standard language, telephone etiquette and service process.

Abundance means that our sales staff should master rich industry and product knowledge, even including knowledge outside the industry. For example, the requirements of TV shopping centers for telemarketing consultants selling weight-loss products include not only the knowledge of weight-loss products, competitive weight-loss brand products, the causes and harm of obesity, the knowledge of hundreds of surnames and place names, but also the basic principles of Chinese medicine, local dialects, sports equipment, professional characteristics and so on.

Flexibility, sales is to pay attention to flexibility, "change is common, general rules are achieved", and the idea of change runs through the whole sales process. Don't stick to the process, but give it life and use it freely. Process specification is the foundation, and personality development based on it is the key.

3. The process of maintaining customer service actually emphasizes the results of sales. Many of our companies are gradually realizing the importance of customer service. The secondary marketing based on the maintenance of old customers has far-reaching significance. So, whether from the company's point of view or from the personal point of view, is it really good to do customer service? Quot "One-time sale" can greatly improve the utilization of resources. It not only reduces the cost of developing new customers, but also strengthens the interaction with customers and enhances the reputation of the brand.

Second, the domestic and international telemarketing status analysis

(1) telemarketing application field

In the United States, telemarketing usually refers to the closed loop of "the birth of the concept of goods and services, market research/analysis, actual development, commercialization, advertising, sales, customer research/analysis, and redevelopment".

There are two kinds of telemarketing targets: general consumers (B-C) and enterprises (B-B). Among them, the inbound business for ordinary consumers includes: ordering and accepting goods or services, booking hotels and air tickets, and customer service including handling demolition. Foreign business includes: promotion of goods or services, market research, market testing, etc. For enterprises, the inbound business is mainly the order acceptance and customer service of goods or services, and the outbound business is mainly the promotion and sales support.

(2) the operation mode of telemarketing

For telemarketing, you must have a call center. There are three ways to establish a call center: internal, outsourcing and hybrid.

The internal types of enterprises are like Haier Group, where enterprises raise funds by themselves and set up special call centers. The investment of call center is divided into three parts: hardware (computer, program-controlled switch, terminal, etc. ), software (database, CTI software, business application) personnel (business representatives, system administrators, telemarketing experts). Business entrustment means that an enterprise entrusts its telemarketing business to a special agent without investing in establishing a call center. For example, Shanghai Johnson & Johnson entrusted ITS business to Shanghai ITS. The biggest advantage of business entrustment is that business can be started immediately without equipment investment and corresponding human resources. Specialized agents generally have experts in telemarketing, and the success rate of telemarketing is relatively high. The disadvantage of this method is that it may reveal corporate secrets, because business representatives have no centripetal force and do not understand corporate culture, which may affect the service level. Hybrid refers to the use of the internal call center during the normal business hours of the enterprise, and the business outside this time and rest days is entrusted to the agent. In addition, many enterprises transfer those temporary businesses, such as market research, which can't be handled, to entrusted agents.

(3) Market size

The United States is the most popular place for telephone sales in the world. Now there are 15000 call centers, and it is still growing at the rate of 3 1% every year. 1997 there are 22.89 million employees in direct selling related industries, including 8.33 million employees in telemarketing related industries. It is estimated that this number will increase to10.86 million in 2002. According to the data provided by DMA-Diret Markting Association,1the turnover created by American direct selling in 1997 was1226.2 billion US dollars. Telemarketing accounted for 34.6% and 424.5 billion US dollars.

So far, due to the limitations of voice and country, the promotion of telemarketing in Europe is slower than that in the United States. However, with the establishment of the European Union and the huge market with hundreds of millions of people, it can be predicted that its telemarketing will increase significantly in the future. According to the data provided by Datamonitor, there were 9,700 call centers in Europe 13 countries in 198, and it is expected that the number will increase to 10000 to 8,500 in 2002. By the year 2000, the turnover generated by direct selling will reach 33 billion dollars, of which 20% will be generated by telephone sales. Table 1 also provides the usage of existing call centers in Europe, of which customer service is 5 1% and telephone sales is 26%.

Table 1 Utilization rate of existing call centers in Europe

Application 1996 200 1

Room service 5 1% 50%

Telemarketing 26% 26%

Promotion 13%

Information 4% 4%

Other 6% 4%

Telemarketing has only developed in Japan in recent years, but its development momentum is very strong. 1998, the cost of call center system integration alone was as high as 1,1/3.4 million yen. According to the data provided by Japan Communication Association, 1997, the total turnover of Japanese communication was 2.2 trillion yen, of which 47%, 10494 billion yen was realized by telephone.

(4) Relevant marketing data

Western economists have a lot of interesting statistics about marketing. Due to the different basic systems, these statistics may not be fully applicable to China, but they can provide reference to some extent. The data are as follows:

Every five years, enterprises will lose 50% customers for various reasons: reducing the turnover rate of 5% will bring huge benefits to enterprises; The cost of developing new customers is five times that of old customers; 70% of customers are lost because of insufficient service level.

Dr. Jon Anton of Purdue University has a survey report as shown in figure 1 about why the company loses customers:

68% of customers have not received good service.

Poor quality of goods 16%

The price is 9% too high.

There is a problem with the supply, 7%

Dr Jon Anton also has a survey report on the situation that customers will continue to buy products from enterprises (Figure 2):

Possibility of two purchases

The average service rate of good products is 76%

The average service level of weaker products is 32%

Weaker products are very satisfied with the service, 89%

Third, mobile phone marketing skills

1. Overview

The call-out personnel in the service marketing room of the customer service center mainly carry out telephone marketing of mobile business and investigation and return visits of mobile customers. Among them, the telephone marketing of mobile business is the main daily work, and it is also highly concerned by leaders and employees. A marketing organization with good atmosphere and normal operation is the key to transform a customer service center into a profit center.

I have been in charge of quality inspection for three months: 10, 1 1, 12. Through monitoring and personnel exchange, some laws of telemarketing are summarized. Written summary, hoping to help colleagues who are ready to go.

2. The characteristics of mobile phone marketing

The biggest difference between mobile company's telemarketing mobile business and other telemarketing is that it does not need to establish its own customer database and track and maintain the use of customer service. In other words, our job is mainly "sales". On the one hand, it can make us focus on sales and make our work easier. On the other hand, because there is no time to communicate with customers, there will be problems of not knowing customers deeply enough and not communicating in place.

Outward data is prepared by relevant departments. Generally speaking, meeting certain conditions is more or less related to the business to be promoted. For example, the brand is GSM or M-Zone, or the monthly phone bill is above 300 yuan and so on. This narrows the choice of customers. Moreover, in most cases, customers answer the phone themselves without transferring, which greatly improves the success rate. At the same time, the caller ID of outgoing calls is generally. This can increase the trust of most customers, reduce suspicion and reduce marketing resistance.

3. The purpose of mobile phone marketing

The purpose of most telemarketing is to introduce the business first, and if the customer agrees, he will handle it directly for him. There are also some parts that focus on collecting customer-related information to prepare for the next marketing step.

Selling mobile services on the phone is based on the brand and reputation of the company. What marketers need to do is to use their appeal and communication skills to introduce related businesses to customers, so that customers can understand, understand, recognize and accept mobile services. At the same time, in the marketing process, you may accept customers' inquiries and complaints, and you can also take this opportunity to understand customers' needs, reduce unfavorable factors and establish the company image. In this sense, the quality of marketers also represents the image of mobile companies. Telemarketing is not just "selling".

4. Personnel quality requirements

Personnel engaged in telephone sales should have a clear sales purpose, strong sales awareness and good telephone communication skills. Generally speaking, people who are older or have work experience will have better communication and expression skills.

New employees may be afraid to call. This is the same as a new employee who just started answering the phone. The difference is that marketers are worried about being rejected. This kind of psychology is easy to overcome: don't think too much, just pick up your mobile phone and call a few more. For old employees, the problem is that a project is easy to be lazy after playing for a long time. There is no room to improve the skills of this project, and there will be a feeling of boredom. Therefore, it is generally necessary to change a project at most two months.

For telemarketing, setbacks are inevitable. Therefore, it is necessary to shift the attention of marketers from "rejection" to "improving success rate". Because most marketers do not have marketing experience or related skills, there is a lot of room for improvement. It is also easy to set goals and achieve them.

5. Preparation before calling

Before starting a project, you should know the background of the project and be familiar with the script. We need to have a deep understanding of the relevant business knowledge that can be found in editors and other media. We should not only be familiar with the core and scripted business, but also fully understand all aspects of the related business. Form a related pyramid-shaped business structure, customers will not ask about possible content, but once asked, they will not be in a hurry, thus leaving a good impression on customers as experts. There are many things that we can't think of, so it's always right to do enough and do better.

Making monthly, daily and hourly work plans is the most important thing in marketing. It almost determines the final singular number after one month.

Be sure to prepare a pen and a notebook, write down the amount of contact, the number of successes and the success rate, and compare them every day, so that you can know where you are not doing enough and need to improve. I think some colleagues have nothing prepared, or just a piece of paper. This makes it impossible to record and track your situation for a long time.

Before making a phone call, adjust your mind and prepare the script. Start a new day with a positive, confident and full state.

6. Simple services (CRBT prepaid, car owner service)

Simple business, the marketing business itself is relatively simple, and the length of the call is easier for customers to handle. In this case, we should pay attention to the conciseness of the language. Try to make a phone call in the shortest possible time.

A telephone call can be divided into several stages: reporting the first question, introducing business, asking customers' opinions, handling business and reporting conclusions. The first question and conclusion are generally fixed. When introducing business, we should focus on scripts, but we don't have to stick to scripts. Therefore, it is very good that most employees will write down the introduction scripts that are in line with their habits in their notebooks. But at the same time, we should also pay attention to the conciseness of language. If you don't need it, remove it.

For example, an example of paying a monthly fee in advance for CRBT: "Hello, Mr./Ms. X! This is XXXX, the customer service representative of Zhejiang Mobile. The phone you are answering is free. First, I want to tell you a good news. I just called to hear that you are using our CRBT service now, right? This song is "Mice Love Rice", which is very nice. I found that your CRBT is 5 yuan every month and 60 yuan every year. Then our mobile company now offers preferential treatment to old customers like you, that is, you can use CRBT for one year for free every time you hand it over to 30 yuan. You won't have to pay the monthly fee in the future. Do you need to apply? "

Such a script seems a bit lengthy. The existing problems are: 1. For a simple mobile service, most customers often already know or have a better understanding of the service itself, so they can skip the introduction of the service itself. 2. In the above example, the customer has not been clearly informed of the discount he can get. The selling point (USP) of this project is "saving money". Point it out to customers and calculate for them: you can save 30 yuan. 3. For unnecessary spoken words, interjections must be removed. Compliment the customer can be said, but it is not necessary to go too far.

Delete and add as follows: "Hello, Mr./Miss X! This is XXXX, the customer service representative of Zhejiang Mobile. The phone you are answering is free. First, I want to tell you a good news. You use CRBT every month in 5 yuan and one year in 60 yuan. Our mobile company now has a new discount. Every time you pay 30 yuan, you can use CRBT for one year for free. It is equivalent to saving you 30 yuan at once. Do you need to apply? "

After the script is written, its effect is verified in the actual call, and it is constantly improved. The first week of the project is mainly to be familiar with the business, do scripts and understand customer needs. Among them, making accurate and concise scripts is the key to simple business telephone marketing.

Fourth, China telemarketing takes precautions.

As a branch of modern marketing system, telemarketing is an efficient, professional and low-cost marketing model, which develops with the development of call centers.

Telemarketing is a marketing mode of one-to-one interaction with target customers or target markets through communication technologies such as telephone or fax. The purpose is to improve the company's image, expand corporate visibility, customer base, improve customer satisfaction and maintain customer relations. It is not only a service way to enhance enterprise value, but also a low-cost and high-efficiency marketing model.

Telemarketing here is essentially different from telemarketing or telemarketing. Telemarketing refers to the planned, organized and purposeful sales promotion of enterprises to potential target users in order to realize the economic or social benefits of enterprises. It's not like a telemarketer calling at random with yellow pages.

1, the origin and development environment of telephone marketing

Telemarketing developed in the United States a long time ago, and gradually developed to Japanese, Taiwan Province, Indian, Singaporean and other Asian regions in modern times, and developed in Chinese mainland in the 1990s. Such as China Haier, Dell China, Motorola (China) and Epson (China). Through the efforts and perfection of several generations of China businessmen and professionals, the scale of telemarketing industry with China characteristics has gradually formed. Ms. Pan of Epro Communication pointed out at the annual conference of call center development in 2003: "With the rapid development of China's inland economy, it will provide a good macro environment for the development of telemarketing, and telemarketing will be the main way for call centers to increase profits in the future." Her words expressed two meanings. First, the development of telemarketing in China is not very long, and the current domestic environment and soil are not completely suitable for the development of telemarketing; Second, the telemarketing industry has great potential and is not a mature industry at present.

In 2003, China suffered an unprecedented disaster-SARS. However, the "non-contact economy" caused by the refusal to contact during the SARS period provided an excellent opportunity for the development and growth of telemarketing. Look at the following two examples:

1), Yang Ji, marketing manager of Lenovo's consumer marketing department, also said that during the May 1 ST period, the total sales volume of Lenovo's consumer computers also increased by 25% compared with last year, of which 800 telemarketing played a considerable role.

2) On May 7th, Lu Zhiying, deputy general manager of Tsinghua Tongfang Computer System Headquarters, told the reporter that Tsinghua Tongfang Computer achieved a 20% year-on-year increase in sales of Tongfang computers during the May 1st holiday by adopting innovative sales models such as telemarketing.

In addition to Lenovo, Tsinghua Tongfang and Haier, the sales during the SARS period also increased in different degrees compared with the same period. During the SARS period, people in China who are increasingly pursuing high-quality life quietly changed their consumption habits and patterns, and online shopping and telephone consumption became the favorite consumption of people in China. Telemarketing not only brings people a brand-new life experience, but also brings benefits and convenience to consumers. The future development will continue to rise with the growth of total market consumption. This brand-new concept of life provides the necessary conditions for the development of telemarketing in China.

2. 4P of telemarketing

In the field of telemarketing, we put forward another 4P theory. Namely: Product, Price, Process and talent. Making good use of these 4Ps will be the basis for our telemarketing.

1). Products

Before conducting telemarketing, enterprises should first understand the products they are marketing. The best way to understand the product is to establish a FAB model to analyze the product, that is, F: feature (feature), A: Advantage (advantage) and B: Benefit (benefit). Any successful and effective telemarketing should follow the FAB model.

F: Features: Product features include product name, function, performance, use, etc.

A: Advantages: What are the advantages compared with similar products or competing products? What are the advantages and how many? wait for

B: Benefits: What benefits can the sold products bring to the end users and the enterprise itself? What are the benefits? wait for

2). Price (price)

If you analyze the characteristics, advantages and benefits of your product, you should know what advantages your product has over similar products in price. What are the advantages? We will formulate feasible marketing strategies according to the results of FAB model analysis.

3). Process (process)

Process is the key link of telemarketing, which determines the success or failure of telemarketing. I think telemarketing must establish two processes. One is the operation process of the telemarketing center, which can be called strategic process; Second, the specific implementation process of telemarketing can be called tactical process.

Strategic process:

(1) Create a customer database

(2) Effective segmentation and positioning of potential customers.

For example, customers are divided into five levels: A, B, C, D, and E. A: represents customers who can clinch a deal within 1 week; B: Represent the customers who can make a deal within 1 month; C: representing interested potential customers; D: Representatives may become potential target customers; E stands for ordinary target customers.

(3) Make a marketing plan

The plan includes: marketing target, marketing mode (P-M-P telephone), marketing time and personnel, design and production of direct mail advertisement (DM), etc.

(4) Direct mail advertising

(5) Telephone communication

(6) system distribution

(7) Follow-up

4). Personnel (talents)

Talent is the core factor of telemarketing, while grass-roots sales representatives are the core part of telemarketing system, and their quality directly determines the survival and development of telemarketing. Excellent TSR must have the following five qualities:

(1) Positive, enthusiastic, cheerful and responsible.

(2) Strong analytical skills and problem-solving skills.

(3) Compressive capacity

(4) Have a strong sense of realizing self-worth.

(5) Strong interpersonal and communication skills.

Telemarketing is a very hard, boring and stressful job. At work, you don't know what kind of questions customers will ask, and you don't know their specific ideas and purchase intentions, because we can't communicate face to face, and we can't judge their real intentions. You may also be attacked by customers for no reason and so on. Therefore, a good quality marketer is the primary requirement of telemarketing. They can bring expected economic and social benefits to enterprises.

It is not enough to have high-quality personnel, then you will encounter a more intractable problem, that is, how do you keep your personnel from jumping ship and being poached? We must establish a standardized and scientific management system and welfare system, which will be very important for telemarketing enterprises. For example, do you have a good recruitment and training system? Is your motivation effective? Is your assessment scientific and reasonable, fair and just? Whether your enterprise has a good competition mechanism and so on. We must let all marketers know that his performance is directly proportional to his value. It is not easy to do this, so as a manager, we must make the system transparent and open, especially the company's incentive and assessment system.

In China, telemarketing is still a relatively new field for us. After successfully operating their own customer service centers and after-sales service centers, some enterprises hope to transform their call centers from cost centers to value centers through telemarketing and telemarketing. Telemarketing/sales personnel with professional sales skills will gradually become the talents urgently needed by enterprises. Although most enterprises may consider marketing and sales activities through call centers sooner or later, few enterprises can really succeed quickly. There are many factors in this, but the lack of suitable sales representatives and their managers is also a factor that cannot be ignored. In the next few articles, we will introduce some related skills that telemarketing representatives should have:

The concept of successful telemarketing

Opening skill

Questioning skills

Charging skills

Effective time management

How to reach an agreement with customers

Face rejection

Other related skills

By mastering the relevant content, I hope to improve the skills of telemarketing representatives, so as to enhance the profits and competitiveness of enterprises.

You don't have to be a good customer service representative to engage in sales. Some skills need to be cultivated, some skills need to be improved, and some people may not be suitable for this position at all. In the process of personnel selection, enterprises can examine the following aspects:

Can the candidate feel confident enough through voice communication?

Is this person's grammar used correctly?

Is her expression easy to understand?

Is this person an excellent listener?

Will this person show professionalism and upward spirit?

Can this person manage his time well?

Can this person manage information well?

Can this person have a deep understanding of products and services, features and functions?

Does this person believe in the product she wants to sell?

Can this person handle customer rejection correctly while maintaining high morale?

If you have become a telemarketing representative, you must first master the following aspects.

Overcome the fear of "unfamiliar calls"

Enhance the confidence that the telephone can be sold.

Develop a good habit of recording, sorting and analyzing customer information.

Continuously improve customer management skills through telephone use

Effectively identify potential customers

Get the trust and commitment of customers by telephone.

The system tracks customer information

Successful telemarketing requires several things to be done in the sales process:

Overall impression. When a customer first contacts you, your voice largely determines the customer's first impression of you. As telemarketing representatives, we will contact customers with a warm and positive voice. At the same time, use various methods and skills to give customers an excellent experience.

Analyze the requirements. If the customer has no purchase demand and no problems to be solved, there will be no sales opportunities. The first thing a telephone representative should do is to understand the real needs of customers.

Recommended products. After understanding the needs of customers, we should help them to launch one or several products that meet or are close to their needs and put their needs into actual products or services. Of course, this will be a process of continuous confirmation with customers, which will eventually form a specific product description.

Understand concerns. Usually, customers have a variety of products or services to choose from, and these products or services often have their own advantages and disadvantages, so customers should weigh the advantages and disadvantages when making decisions. Knowing what customers' concerns are and helping customers analyze and solve problems in a targeted way will greatly improve our chances of winning orders.

After signing the bill. Signing the bill is just the beginning of our sales to customers. After signing the bill, we should track the arrival of products or the implementation of services, visit customers regularly and maintain customer relations. After implementing the overall strategy of customer relationship management, the signing of the bill represents the beginning of a new process.

Every link of a successful telemarketing is closely related to the customer's experience, needs and interests, and the company's products or services are also closely related to the customer's needs.