Vocabulary of telemarketing

Telemarketing Speech and Related Skills

Telephone is the most convenient communication method at present, which has the advantages of saving time, effort and fast communication.

I \ Preparation before telemarketing

In communication, first impression is a very important link. Everything you say and do will leave a deep impression on the other party within seven seconds, and the negotiation on the phone will also play the same role. When you dial the other party's phone, you should realize that the real negotiation has begun. Are you ready?

1 mentality and belief

Basic beliefs of telemarketing:

1) I must meet anyone who is interesting, and I will definitely meet him on the phone.

2) Every call I receive may be a valuable trading opportunity;

3) Every call I make may bring value to customers;

4) I make every phone call not to get communication, but to get the opportunity to meet customers. You can read it silently if you have the chance, remember. The more times you repeat it, the more you can penetrate into your subconscious.

5) Overcome your inner obstacles and be confident.

2 knowledge:

Thorough understanding of products and services;

Understand the benefits and solutions that customers buy instead of selling products, that is, benefits and solutions.

Sales knowledge

Channel knowledge

3 Experience: How to show the experience? That is, customer authentication, successful cases and psychological speculation of the other party.

4 data

Information related to telemarketing, such as customer information, product description information, selling points and channel strategies.

Don't let the customer wait on the other end of the phone for too long. Be sure to keep the information at hand so that you can find it immediately when you need to consult.

Behavior: Stand and smile.

6 Sound and language skills

The tone is concerned, cheerful, neither supercilious nor supercilious.

Intonation-neither high nor low, infectious.

Speed of speech-neither fast nor slow

If we want to make a good impression on each other, we should use a clear, crisp, cheerful and smiling voice to avoid exaggeration. Your voice reflects your personality and attitude.

"Voice with a smile", "appropriateness" and "wit and agility" are the main qualities necessary for good telephone communication.

For example, try to use magic words, such as "please, please wait a moment, thank you, sorry, goodbye" and so on.

Avoid using informal or hasty language: I don't know, I don't know, I'm not responsible, I'm not responsible.

C to create different images through volume, speech speed, tone and attitude. Let customers imagine you as a beautiful woman or a handsome boy at once. For example, when dealing with customers in the north, you can speak louder to make them feel confident and frank. With customers in the south, you should lower your voice, speak slowly and gently. This will make customers feel very comfortable.

D according to the customer's voice, judge the customer type, and create different images through volume, speech speed, tone and attitude.

Bold, enthusiastic, exaggerated-when talking with such customers, you can speak louder and faster, with more modal particles and richer expressions.

Peace, kindness, attention to family, and plain is the truth-keep your voice down, speak slowly and have a calm tone.

Speak in a bureaucratic way-try to find their strengths and highlights and praise them, sincerely praise and admire them.

With customers in the south, you should lower your voice, speak slowly and gently.

A person who is very rigorous in doing things-moderate in speech speed and calm in tone.

7 eloquence training-improve your speaking ability.

An expressive ability-practice speaking more!

B language organization ability

C rhythm

D learned to feel and grasp the customer's mood and way according to the customer's tone and heart, and instantly evolved into a similar way of speaking to impress his heart.

E can communicate well with all kinds of people and learn what to say to them, which is also a skill that our sales staff must master.

The prologue of telemarketing-straight to the point, simple and direct.

Whether your opening remarks can arouse the interest of customers determines the smoothness of telephone communication. Therefore, designing a communication scheme that customers are willing to listen to has become the key to the success of telemarketing.

10 A few seconds before making a phone call, we should catch the customer's attention and arouse his interest. It takes 30 seconds to decide the fate behind: whether to end or continue.

1) Three elements of opening remarks: within -30 seconds.

1 Who are you? Introduce you and your company. -Simple, fast and concise.

What is the purpose of calling?

Is it convenient to call? Convenience: continue; Convenient: confirm next time.

Opening remarks "standardization":

(1) Method: ① Write before speaking. ② Constant revision: ③ Constant practice. ④ Reuse. ⑤ Correct again.

(2) Advantages of "standardization" in the opening remarks: ① Relax; 2 streamlined and orderly; (3) clear, not afraid of interruption.

2) Opening remarks-Six methods

First, the request for help law

Telephone salesperson: Hello, Manager Li, I'm from XX Company, and I want to trouble you with something! Or there is something I want to ask you for help!

Guest: Go ahead!

Under normal circumstances, when asking for help from the other party at first, the other party is embarrassed to flatly refuse. The telemarketer will have a 100% chance to continue talking to the operator.

Second, the third party introduction method

Telesalesman: Hello, is this Manager Li?

Guest: Yes.

Telesalesman: I'm a friend of XX. My name is XX. He introduced me to you. We just got a call the other day. On the phone, he said that you are a very amiable person, and he has always appreciated your talent. Before calling you, he must tell me to say hello.

Guest: You're welcome.

Telesalesman: Actually, XXX and I are both friends and customers. After he used our products a year ago, the company's performance improved by 20%. After verifying the effect, his first thought was you, so he asked me to call you today.

After the transition through the "bridge" of the "third party", it is easier to open the topic. Because through the relationship of "friend introduction", customers' sense of insecurity and vigilance will be lifted invisibly, and it is easy to establish a trust relationship with customers. However, if the skills are improperly used, it will easily lead to bad results.

Third, the herd effect method.

On the prairie, when herds of cattle run forward together, they must run in one direction regularly, not in all directions.

Applying this phenomenon in nature to human market behavior produces the so-called "herd effect method", that is, by proposing that "several large companies belonging to the same industry as the other company" have taken some actions, so as to guide the other party to take the same action.

Hello, Mr. Wang, this is XX from XX Company. We specialize in telemarketing training. I'm calling you because many domestic IT companies, such as Dell, UFIDA and Kingdee, sell their products through telemarketing. I'd like to ask if your company uses telemarketing when selling products. ……

When telemarketers introduce their products, they will tell customers that the top companies in the same industry are using their products, and then the "herd effect" will come into play. Through the use of their own products by the first few large enterprises in the same industry to stimulate customers' desire to buy.

Fourth, stimulate interest method.

This method is most commonly used in opening remarks, and it is also convenient and natural to use. There are many ways to arouse each other's interest. As long as you observe and explore carefully, the starting point of the topic is easy to find. See the following case for details.

John? Sha Weiqi is a lifelong member of the American Million Round Table Association and the author of the best-selling book Highly Sensitive Marketing. He was awarded the title of "the greatest life insurance salesman" by Oxford University. On one occasion, he called Mr. Qiang Sen, a professor at Columbia University, and his opening remarks were as follows:

John? Savage: "The philosopher Bacon once had a quip for a scholar. In using materials, he compared scholars to three kinds of animals. The first kind of people are like spiders, whose research materials are not found from the outside, but spit out from their stomachs. This kind of person is called a spider-like scholar; The second kind of person is like an ant, accumulating materials but not using them. This kind of person is called an ant-like scholar. The third kind of people, like bees, collect the essence of flowers and brew them carefully. This kind of person is called a bee scholar. Professor, according to Bacon's metaphor, what kind of scholar do you think you belong to? "

This question made Tan Xing thick and eventually became very good friends.

Ways to stimulate interest in conversation:

(1) Mention what the other person is most concerned about now.

"Hello, Mr. Li, I heard from your colleague that your biggest headache at present is that it is difficult for the company to recruit suitable people now, right?"

2 praise each other.

"Colleagues said you should be called. You are an expert in this field."

"I believe that your company's rapid development is inseparable from your personality charm."

(3) mention his competitors.

"We just cooperated with XX Company (the competitor of the target customer), and they thought our service was very good, so I decided to give you a call today."

(4) causing his worry and anxiety.

"Customers keep mentioning that the company's sales staff are easy to lose, which is really worrying."

"Many customers have mentioned that their customer service staff often receive some harassing calls, which are difficult to handle. How does Wang always handle this kind of thing? "

⑤ Mention the letter you sent.

"I sent you an important letter/email the other day ..."

"I sent you a letter, I'm sure you must have read it! ……"

⑥ bestseller

"Our product has just been launched for one month, and 10000 customers have registered ..."

"Many customers take the initiative to call me to go through the formalities ..."

⑦ Use specific numbers.

"If our service can improve your sales performance by 30%, you will be interested, right?"

"If our service can save your company 200,000 yuan every year, I believe you will be interested, won't you?

Five, clever use of "Dongfeng" method

During the Three Kingdoms period, Zhuge Liang was able to burn hundreds of thousands of Cao Cao's troops in Battle of Red Cliffs with the help of the east wind. If telemarketers can keenly find the "east wind" around them and borrow it, they can often play the role of "four or two".

Bing Bing is a telemarketer of G, a large domestic travel company. Her job is to recommend tourist service cards to customers. If customers use this card to get stuck in hotels and fly, they can get a discount. This card is free, and her task is to make customers fully realize what benefits this card can bring to each other, and then use it, so as to generate performance. It happens that she has the customer information of Chengdu Airport. Let's see how she gets to the point.

Telesalesman: Hello, is this Manager Li?

Guest: Yes, what is it?

Telesalesman: Hello, Manager Li, this is the customer service department of Sichuan Airlines. My name is Bingbing. The main reason for calling you today is to thank you for your support to Sichuan Airlines. Thank you!

Guest: Nothing!

Telesalesman: In order to thank the old customers for their support to our company, the company specially sent a gift to express its gratitude. This gift is a discount card, which can give you the opportunity to enjoy discounts whether staying in a hotel or flying in the future. This card was jointly launched by Sichuan Airlines and G Company, and issued by G Company. What is the detailed address of Manager Li? We will send it to you as soon as possible.

Client: Chengdu, Sichuan Province ...

Sixth, pay a return visit to old customers

Old customers are like old friends. They will have a very cordial feeling when they say it, and the other party will basically not refuse.

Telesalesman: Hello, Mr. Wang, this is Xiao Shu from G Travel Company. You booked a hotel with our membership card six months ago. Today, I am calling to thank you for your consistent support for our work. Besides, I want to trouble Mr. Wang. According to our system, you haven't used it in the last three months. I would like to ask, is the card lost or what aspects of our service are not in place?

Manager Wang: I accidentally lost it last time.

Anyone engaged in sales knows that it takes three times more time to develop a new customer than to maintain an old one.

According to the survey results of authoritative survey institutions, under normal circumstances, the customer churn rate will be around 30%. In order to reduce the customer churn rate, it is necessary to establish a relationship with customers through frequent return visits, thus causing customers' desire to buy again.

Telephone salesmen should pay attention to the following points when visiting customers:

1. First of all, we should thank our old customers when we pay a return visit.

2. Consult old customers about the effect after using the product;

3. Ask the old customers why they didn't use the products again;

4. If there is anything unpleasant in the last transaction, you must apologize;

5. Ask old customers to give some advice.

3) Grasp the customer's mentality in the opening remarks-what do you want to hear.

First, how to improve performance

"As the boss of the company, I believe you must be very concerned about the company's performance?"

"The sales managers of many companies will worry about how to improve their performance. If it only takes 10 minutes to solve this problem, are you willing? "

Second, how to save money

"If I told you that your company might save 20% next year, you would be interested, right?"

Third, how to save time?

"If there is a way to save 2 hours a day on your current basis, you must want to know?"

Fourth, how to make employees more dedicated?

"At present, many bosses call me and tell me that many employees in our company are not dedicated enough. It's really hard for me to listen. How to improve the professional quality of employees now is very important to every enterprise. What do you think? "

Verb (abbreviation for verb) sincere praise

"Your voice is really nice!"

"According to your words, I know you are an expert in this field."

"The company feels very honored to have your leadership."

"I feel that I have gained a lot of knowledge by chatting with you."

Sixth, the objective attitude towards the problem.

"What you said is very reasonable. After all, I believe that every enterprise exists. After all, there is a reason for its existence. "

Seven, novel way of speaking

"Guess!"

"It's a little secret!"

"Tell you a mysterious thing!"

"What I told you today is what no one has ever said."

Eight, understand and respect him.

"What you said is very reasonable, and I understand you very well."

"If I were you, I would think so, too."

"Thank you for listening to me so much."

These topics are of interest to customers, but when talking with customers, telemarketers should form the habit of asking questions, attract customers' attention by asking questions, and then actively listen to them, so that customers can talk as much as possible and listen to the topics they are interested in. In this way, the telemarketers will have the opportunity to talk to the customers, make them feel that we understand and respect him, and finally win their trust in us. 3. Query the demand;

The main needs of enterprises are: 1, increasing income; 2. Reduce costs; 3. Higher profits; 4. Improve productivity.

1 Key points of inquiry:

Current situation (that is, in view of his current situation, do you have any requirements for your current needs? )

Satisfaction (Are you satisfied now? )

(3) improve the state (what needs to be improved in view of your current needs? )

Solution (Do you need us to provide a solution? )

(5) Decision-making (Can you make a decision? )

The purpose of inquiry: to find the customer's needs from the questions.

Explain the benefits and value of the product.

When telemarketers describe products, they should mainly explain what practical problems the products can help customers solve and what value and benefits they can create, so that customers can easily accept your things. Self-worth is a part that must be emphasized in the sales process, because it is the key factor to determine whether the customer has a transaction result.

Three elements:

① Introduce the most distinctive aspects and attractive selling points of your product or service;

2 state what you can best meet each other's needs;

(3) If you can't cooperate, what will the other party lose?

For example, you can say, "Many customers have told us that our products have helped them reduce the chances of viruses invading their computers, ensured the security of their systems, reduced the problem of extra capacity caused by excessive spam, and saved them the cost of purchasing new security software. These should be very important for companies like you. "

Step 5 cancel the objection

Imagine and prepare questions that customers may ask. When you call a customer, the customer will also ask you some questions. If you are not clear about the customer's problem, you should take the time to find some information. The customer may hang up for fear of delaying his time, which is not conducive to the establishment of a trust relationship. So to know what questions customers may ask, you should know how to answer them in advance.

Sort out the reasons and benefits that customers have to buy: the entrepreneurs of each team write down the obstacles that consumers in your company often raise one by one, and then how to solve this objection and solve the objections of consumers, and then answer and sort them out.

1. If the customer says, "I don't have time!" Then the salesman should say, "I understand. I never have enough time. But as long as 3 minutes, you will believe that this is an absolutely important issue for you ... "

2. If the customer says, "I'm not available now!" The salesman should say, "Sir, Rockefeller, an American rich man, said that spending one day a month is more important than working for 30 days!" " We only need 25 minutes! Please set a date and choose a convenient time for you! I will be near your company on Monday and Tuesday, so I can visit you on Monday morning or Tuesday afternoon! "

3. If the customer says, "I'm not interested." Then the salesman should say, "Yes, I totally understand. Of course, you can't be interested in something you can't believe or don't have any information at hand. It is reasonable and natural to have doubts and questions. Let me explain something to you. What day is suitable? ……"

4. If the customer says, "I'm not interested!" Then the salesman should say, "I understand very well, sir." It's really hard for you to be interested in not knowing what is good. " That's why I want to report or explain it to you in person. Will I come to see you on Monday or Tuesday? "

If the customer says, "Would you please send me the information?" Then the salesman will say, "Sir, our materials are all designed outlines and drafts, which must be modified according to the personal situation of each customer according to the instructions of the staff, which is tantamount to tailoring them to his own situation." So I'd better come to see you on Monday or Tuesday. Do you think it is better to wait in the morning? "

6. If the customer says, "Sorry, I have no money!" Then the salesman should say, "Sir, I know that only you know your financial situation best." However, it will be most beneficial for the future to help make a comprehensive plan now! Can I call on Monday or Tuesday? Or, "I understand. After all, not many people want what they want. Because of this, we are now choosing a way to create maximum profits with the least money. Isn't this the best guarantee for the future? In this regard, I am willing to contribute my strength. Can I come to see you next Wednesday or weekend? "

7. If the customer says, "At present, we are not sure what the business development will be." Then the salesperson should say, "Sir, our marketing should be worried about the future development of this business. Please refer to it first to see where the advantages of our supply plan are and whether it is feasible. " Is it better if I come on Monday or Tuesday? "

8. If the customer says, "If I want to make a decision, I have to talk to my partner first!" Then the salesman should say, "I totally understand, sir. When can we talk to your partner? "

9. If the customer says, "We will contact you again!" Then the salesman should say, "Sir, maybe you don't have much desire at present, but I'm still happy to let you know if you can participate in this business." It's good for you! "

10. If the customer says, "Say it or sell something?" Then the salesman should say, "of course I really want to sell you something, but I will only sell it to you if it can bring you something you think is worth looking forward to." Can we discuss and study this problem together? I'll see you next Monday? Or do you think it's better for me to come over on Friday? "

1 1. If the customer says, "I have to think about it first." Then the salesman should say, "sir, haven't we discussed the relevant points?" Let me ask you honestly: What are you worried about? "

12. If the customer says, "I'll think about it and call you next week!" Then the salesman should say, "Welcome to call, sir. Do you think it will be easier? " Shall I call you later on Wednesday afternoon, or do you think Thursday morning is better? "

13. If the customer says, "I want to discuss it with my wife first!" Then the salesman should say, "Yes, sir, I understand. Can you invite your wife to talk to you? About this weekend, or which day do you like? "

There are many similar rejections, and we certainly can't list them one by one. However, the treatment method is actually the same. The purpose is to turn rejection into affirmation, so that the customer's willingness to refuse will be shaken, and the salesman will take the opportunity to follow up and induce the customer to accept his suggestion.

6. Request a transaction.

1 Agree to make an appointment-50% success.

2 Fax the account number, and then track it.

3 consider-chase

Hang up seven times.

Hang up etiquette one:

In telephone communication with customers, no matter who calls first, one thing must be remembered after the end: always let customers hang up first. Customer first, for sales staff, this is not only in words, but always in mind.

Hang up etiquette 2:

Advanced-respect

Subordinate training and leadership style.

The opposite sex-care and respect

Case demonstration: telephone negotiation

Wang: Key Account Manager of M Dairy Company

Song Weidong: Huahui (pseudonym) purchasing manager of large supermarket chain.

On Monday morning, Wang dialed the telephone of Manager Chen's office.

Wang: Good morning, Manager Song. My name is Wang, and I am the key account manager of M Dairy Company. I want to talk to you about my products entering the store. Do you have time now? Through previous understanding, Wang already knows the name and telephone number of the person in charge of the store. )

Song Weidong: I don't have time now. I will hold a regular meeting of the department soon. (eager to end the call, obviously not interested in this conversation)

W: Well, I won't bother you. When are you free? I'll call you back. You must tell the time yourself at this time, or they will refuse in another way the next time you call.

Song Weidong: Maybe this time tomorrow.

Wang: OK, see you tomorrow. Tomorrow is also a phone call, but "see you tomorrow" can narrow the psychological distance between the two sides.

On Tuesday morning, Wang dialed the telephone of Manager Song's office again.

Wang: Good morning, Manager Song. I talked to you on the phone yesterday. My name is Wang, and I am the key account manager of M Dairy Company. (First of all, remind the other party that he approved the call today, so there is no reason to shirk it. )

Song Weidong: What products do you want to talk about when you enter the store?

Wang: In the first half of this year, our company launched a new lactic acid bacteria product, one single product, hoping to cooperate with your store.

Song Weidong: I'm not interested in this category. There are several brands on sale in the store at present. I don't want to add any brand for the time being. Sorry (obviously ready to end the conversation)

Wang: Yes, there are several brands in the shop, but they are all packaged at room temperature. My product is active lactic acid bacteria, which is packaged in fresh-keeping way. Of course, you know consumers are more willing to buy fresh milk in the same price range. Secondly, our products have entered the catering channel in an all-round way, and the sales volume is rising every month, especially in those large restaurants near you, many consumers will go to the store for secondary consumption; Our company adopts the marketing strategy of "high price and high promotion", so the gross profit point of my products is definitely higher than other dairy products. In this passage, Wang mentioned the selling point of the product, the established fixed consumer group and high gross profit, so as not to cause opposition from the other side and end the negotiation.

Song Weidong: (Thinking for a moment) What other channels can you sell your products? The other party is interested, but needs some data to support his idea. )

Wang: At present, more than 65,438+000 supermarkets are selling our products, including some international chain stores. Sales are good. I can show you historical data. (Enhance each other's confidence by telling the facts)

Song Weidong: Well, come for an interview tomorrow morning. Please bring some samples.

Summary of scenario demonstration: In the first call, the buyer didn't give Wang a chance to speak. Many salespeople had to end the call at this moment, but Wang showed flexibility and won a reasonable call opportunity. In the second call, in the face of the buyer's refusal, Wang told the other party the unique selling point and competitive advantage of the product in a short time according to the main points of telephone negotiation, which successfully improved the other party's interest in negotiation and finally won the opportunity of regular negotiation between the two parties.

Eight strategies to break through the reception staff

Our salespeople are frustrated with the receptionist in the telemarketing. Receptionists always stand in the way of our substantive contact with decision makers. Here are some tips for you to use human nature and psychology to increase the chances of breakthrough and meeting each other. You can also choose your own personal style, or improvise according to the other person's reaction.

1) overcome your inner obstacles-let's understand why you are afraid of people who won't answer the phone;

Whether it is because of psychological barriers caused by past experiences; We must break through this psychological barrier;

Have you been taught from an early age: "Be polite when calling strangers."

Do you think that the buyer's company is your food and clothing parents, and you dare not offend easily?

Have you ever put yourself in the position of the person answering the phone and imagined how he would refuse you? If you think so, you will be rejected by two people.

2) Pay attention to your tone-it seems that you are calling a good friend; -"Good morning, is Mr. Zhang there?" Don't say "I'm XX", say the name of the company. Don't say "I'm from XX". If the person answering the phone says his name, say, "Hi, Miss Li, is Mr. Zhang there?"?

3) Turn the receptionist into your friend; -You said, "Good morning! I'm XX. I'd like to speak to Mr. Zhang. What is your name, please? " The person who answered the phone said, "I'm his secretary, Miss Li." You said, "If you were me, you must talk to Mr. Zhang. What would you do?

4) Avoid directly answering each other's cross-examination; People who answer the phone usually ask you three questions: Who are you? What company are you from? what can I do for you? If you don't answer these questions directly, they don't know what to do. Maybe you should answer: I'd like to tell you, but this matter is very important and I must tell him directly. I'm not sure. Do you think this will last long? I'm making a long distance call! Hello, is it raining there?

5) Surprisingly, take a detour; Let the person who answers the phone be caught off guard, don't sound like a salesman, try some strange tricks to make the other person lose his guard. -For example, the other party: "This is XXX Company, hello!" You: "Hi! Is Mr. Zhang there? " The other party: "Which company are you from?" You: "I don't know, so I called her." The other party: "What do you want to sell?" You are puzzled and say, "I really don't understand." The other party raised his voice and asked, "Do you want to sell anything?" You still don't understand: "Is it possible that Li Yong wants to sell something to me?"

6) Take a high profile and tide over the difficulties together.

-"Do you always call strangers like this? Did your boss ask you to do this? "

"What else do you want to know about me before transferring my call?"

"Why don't you let me talk to your boss?"

"If you don't turn this call, the company will lose the opportunity to make money. Are you willing to take the risk? "

"Since you don't want to answer the phone, can you tell me your name? If someone in your company calls to ask, I can tell him who I talked to. "

7) Don't leave your name and phone number with the person who answers the phone. If the buyer is not in or available, please try again. -"If you were me, would you call again?" "I think I'll call again. When is the right time? "

8) For voice mail; If it's voice mail, you usually don't have to leave a message. But listen carefully to his voice and imagine how to communicate in the future. If you leave a message in your voice mail, it will be impressive. You can say, "You have to call me for three reasons." "Deleting this message will not eliminate your problem." "You may pay a high price for deleting this message. Are you willing to take the risk? " You can also leave your name and phone number first, and then hang up in the middle of something important, just like the telephone line is suddenly interrupted.