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Complete Telephone Sales Guide

2014/2/12 9:57:00 49

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as long as you do telephone sales, you know the importance of script.

The company's product knowledge, business process, the use of < a href= "http://www.91se91.com/news/index_f.asp" > market < /a > strategy should be skillfully accommodated to a short conversation scenario.

If the telemarketing staff is likened to a soldier on the battlefield, there is no doubt that a good script is a good weapon to determine its combat effectiveness.

Unfortunately, most companies do not know how to make scripts.

Many of the companies I have served, including many professional call centers, lack the rigour of scripts. Most of them are formalistic, like 100 questions and 100 answers.

The handling of the common problems of customers is regarded as the material of all the design materials.

After careful consideration, it may be that most companies are not trained in professional design and planning, and lack the basic understanding of the structure of dialogues. Now we will share the complete structure of the script structure as follows:

item objective and standard

in the eyes of a professional telesales operator or trader, the sale or promotion of any product can be regarded as the concept of a project.

Since it is a project operation, we must have the following points:

1, the name of the project: for example, "selling online learning card" and "seminar invitation".

Different enterprises can be named according to the tasks assigned to the telemarketing team.

2, project development: common classification methods include: according to the direction of business processing, it is divided into: OUTBOUND (external call), INBOUND (incoming call), according to the customer's object, it is divided into new customer development, old customer chase sale or customer service maintenance, etc., according to the combination with the media, it is divided into e-mail follow-up (first e-mail, then telephone follow-up), direct mail follow up (first order directory, followed by telephone), etc., and other projects can be classified according to market strategy, such as free pfer payment, etc.

3, project cycle: according to specific time, such as short-term sales clue mining project, or long-term telemarketing project; at the same time, include the timing of Review performance.

It is suggested that weekly performance should be carried out, and the pressure of company performance is relatively large, which can be carried out on a daily basis.

DELL has a lot of pressure on telemarketing, and it takes REVIEW every half day.

4, item KPI: the KPI design which mainly determines the performance, and also the project name of the main REVIEW.

Some projects pay more attention to the quality of communication, set up a one-off solution rate; some pay more attention to the amount of communication activities, and can set up online time to investigate.

5, project objective: every phone should not be wasted, so telephone sales must be persisted for basic communication information.

Usually, there are two goals, one main goal, for example, the training company sells the learning cards of the open courses. If you fail to achieve this goal, you can design a secondary goal, for example, you get the opportunity to arrange the next contact with him again;

two business process and script /p >

usually the business process of telemarketing includes .

1) opening remarks:

first, determine whether a key person is answering your phone. It is recommended that businesses do not decide whether or not they are wasting a lot of phone charges on key people. They can spend a little money, ask a special database marketing company to confirm that every phone is the person you are looking for, which includes data cleaning and screening of target customers through e-mail. Otherwise, a lot of the cost will be wasted on the so-called "obstacle around".

I have always advocated that enterprises should think of ways to Make telemarketing spend precious golden time on communicating with direct decision makers instead of a large number of front desk or secretaries who do not have decision-making power. At present, the application of database marketing technology can do this.

usually the confirmation is the key person's call. According to the communication situation, it can be divided into two cases: connecting or not connecting. If it is connected, then confirm whether it is intention customer or paction progress according to the communication condition;

The key to P's opening speech is to tell your purpose in just 5 or 6 seconds. The standard is not the customer's interest, but the customer's willingness to listen.

Therefore, only by designing some questions that interest him, will he achieve his goal.

For example, I am glad to finally call you. Thank you for answering my phone call.

Your time is precious. I will try to make a long story short.

of course, if you have already used some kind of media to communicate with customers, such as you have sent a directory to him, you can directly start with whether he has received the catalogue, so that the dialogue can be carried out smoothly.

summary of the opening remarks, key points of operative design

courtesy greetings, please report home at the right time.

confirm if I answer .

important information and intention to express

2) the dialogue between both sides is .

calculation, in the ordinary < a href= "http://www.91se91.com/news/index_s.asp" > telephone sales < /a >, the average success of the phone is about 3.5 minutes. If your sales team did not reach the number on average, then it would be useless to look at the contents of this chapter, because basically the problem is in the logical sequence of dialogue.

When I listen to some telemarketing tapes, I often hear that the unsuccessful dialogue mode is to enter the product description stage directly after a simple greeting, without any pition and information collection and judgement steps. This is quite dangerous.

the right thing to do is to stimulate customers' desire to listen first, that is, to guide customers to be interested in your products. In the field of competitive consumer goods, you can add some strategies and promotions to attract.

Such as the introduction of the latest 3G phone package activities.

In this way, at least customers will not hang up easily, after all, it will be good for him.

When customers have a preliminary willingness to dialogue, the first thing to do is to collect information, determine whether it is a goal, and establish a trust relationship with customers. If they fail to reach the point where customers trust you, they will sell rashly. The result is naturally the phone ringing after hanging up.

Therefore, it is useless for you to make your speech a question and answer.

For example, customers call telecom companies to ask if there is any discount broadband package. The standard Q& A is written in a variety of packages, and the telephone sales are educated and honest answer: respected customers, the current broadband has 1 megabytes, 2 trillion, 3 trillion, 4 trillion. What kind of P do you want to ask, how much success rate do you think of this list? If the standard answer is often asked, I want to know every one of them.

the design principles of the routines are just mentioned, and the specific problems can be analyzed in detail according to the characteristics of your industry.

I have also introduced my previous experience in the office supplies industry.

We sell a lot of products, and just like the telecommunications services introduced just now, there are duplicating paper, consumables, machinery and equipment.

When our visitors encounter a new customer, we will never say that you have read our catalog and feel that what products need to be purchased here? This is a silly question, and it is also a problem without technical content. Basically, the list will die.

Our strategy is to start with selling duplicating paper, whether it is necessary or not, because this is the product that all enterprises will use. First, ask what brand they are using, and what price they are using. Usually the customer will compare the price. As long as he tells one, there will be second.

Next, we ask from the paper what is the office equipment used for, what is the good paper to match the machine?

According to the relationship between product lines, we gradually explore the relevant product opportunities.

Only in this way can the sale of all related products have the greatest possible opportunity.

in the return call, the order is different from the above sales phone, but first, the experience exchange of products or services is used to get customers' sympathy and trust.

Whether it is developing strange customers or visiting old customers, it is the key to success to have a sense of trust with customers.

If this is achieved, the client will have any objection to it, so long as he applies skillful opposition handling techniques and techniques, it will naturally be easy to advance.

need to remind you that no matter what part of the conversation you are talking about, you should first identify with the client, feel the mood of the client with empathy, then explain the product, and use questions and guide frequently.

Housework must develop this habit of communication.

Only in this way can we control the direction of the dialogue instead of being controlled by the other party.

Usually in the process of dialogue, the more questioning a party is, the easier it is to grasp the initiative, so we must study the skills of selling questions.

summary of the dialogue part, the key points of operative design

desire to stimulate interest or listen to .

information gathering, judging whether to continue conversation and establishing trust relationship

the conversation between goods and service experience was shared by /p.

3) intention confirmation and end

The ending part of P is usually linked to the goal of the beginning project.

Do you finish the sales directly, get the order, confirm the intention, push the paction, or just finish the request.

These are all related to the project goals you set out at the beginning.

If you complete the sales calls by standard, you need two to three connections instead of one.

Strictly speaking, every phone call should make a speech.

For example, I have a client who is doing Spirulina Health care products. He uses the two stage telemarketing. The purpose of the first call is simple. In the name of a health care association, he makes a market survey of health awareness, thereby confirming that the customer is a target customer (from age, monthly income, health awareness, etc.), and is telling him a good news that he is entitled to deliver a bottle of health care products to customers free of charge.

Then follow up second links in three days, so that he can buy more health products.

"P" to do telephone sales of course is the hope of a one-time solution to the best, so a lot of call centers use the "one-time resolution" as an indicator of the ability to assess the sales staff.

But there is a paradox. If it is a complex product, it is impossible to solve the problem by telephone before the customer is not fully aware of the advantages and interests of the product, or without sufficient reliance on you.

Therefore, the difficulty of speaking design has begun to increase, and it also has something to do with product, customer trust and the number of telephone calls specified.

But unfortunately, I see that most enterprises are totally unaware of this and sell CALL by telephone.

How can we make the power of telephone sales standardized and expanded?

summarize the ending points again. The key points of the operative design are

confirm the intent contract terms and so on .

maintain friendly relationship

courtesy follow up

three the result processing flow

starting from the outgoing call, the first node is whether to connect.

The results of connection include: direct refusal, intention, direct paction, follow up and so on;

the result of failure is: stop, no answer, shut down, busy or busy, empty number, not in service area, etc.

if there are IT systems to support, then the second node is system validation.

usually includes successful sales, cancellation, confirmation, return visit arrangement and so on;

third nodes are usually included in the return visit, which result in successful sales, cancellation, rescheduling, and so on;

four Q&A /p >

this part is a question or answer in the product or sale process we usually use.

Usually, product knowledge is the main line and some sales response skills are used to design.

Usually in the speaking routine, first, according to the experience of communication, we can predict how many objections there will be, and then supplement it according to the actual situation. However, no matter how to add it, let salesmen know where such objections will appear and what links exist, so that when they are applied, they will always have the skeleton of their routines in mind, and naturally they will be able to handle them freely.

I am afraid not to say something wrong, because I know what mistakes I will make at that point, and of course I will know how to improve!

five, the product performance parameters such as

generally, this part is to be provided by the supervisor in charge of product training, so as to help sales personnel review the relevant knowledge of products at any time, and facilitate the salesmen to refer to them at any time.

six telephone etiquette and communication notices

this part is a common telephone etiquette. Many places have such rules as receiving attention, tone and tone in communication. This part needs professional training and practical training, and gradually improves the actual level of sales personnel through recording and sharing.

with these six parts, we can say that a speech is really completed.

But after finishing, it is not the end, but the beginning.

If we want to carry it out, we must carry out the training according to the requirements of the language, so the development of speech and the follow up of training are inseparable.

If you leave training, you can't really implement the technique effectively, and the training is completely empty unless you just want to accept the following telephone a href= "http://www.91se91.com" etiquette /a and common communication skills.