Telemarketing, Such As Identifying Phone Lists And Quality Skills.

Generally speaking, the quality of list data is as follows:

　 Telemarketing skills 1: key person names

The key person is the person who has the decision-making power or the right to have no actual decision on decision making, but the person who has important influence on decision making is required to have the full name, not simply Zhang manager, Ma and so on. For everyone, the most beautiful voice is to hear someone call him / her name, so it is very necessary for telephone sales to know the full name of the key person. In addition, understanding the key person's full name is also convenient for other channels to communicate, such as sending letters and mailing lists.

　　 Telemarketing skills 2: Phone number

The telephone number referred to here refers to the fixed telephone number, which is generally divided into fixed telephone and fixed telephone. It has different uses according to different B2B and B2C business types. For example, when you sell milk powder or children's books, the golden time of general sales communication is when parents are off duty or on weekends. So for these B2C industries, it is more important to affirm family phone calls.

The quality standards affecting telephone numbers include:

The first is whether the area code corresponds to the address and whether it is within the national coding range.

Second: whether the number of telephone numbers is 8 bits;

Third: whether the format of standard telephone number is complete, including area code - telephone number - extension format;

Third: the accuracy of the number, including whether it is an empty number, a wrong number, whether there is no answer. The so-called accurate number is that the number of key people can be correctly matched.

Fourth: the contact rate of numbers, that is, the number is correct, how many of them are able to dial successfully to find key people, which is called "contact rate" in telemarketing. Generally speaking, we measure the quality of telephone numbers in lists, mainly through the above criteria.

　　 Telemarketing skills 3: Mobile phone

At present, China's mobile phone penetration rate has exceeded 50%, the number of mobile phones has reached more than 700 million, which is much more than that of families and enterprises. As mentioned in the last chapter, consumers who are suitable for telemarketing are generally 20-50 years old. Mobile phone is able to get rid of the limitation of time and space and directly connect to the best data of customers, so the mobile phone number is also the focus data that the big database companies compete for.

There are several criteria that affect the quality of mobile phone data.

First: whether the mobile phone number is 11 digits;

Second: whether the mobile phone number is checked locally, whether it is a local network, whether the number is invalid due to various reasons.

Third: mobile phone connection rate detection, check whether the number is switched on or whether it is empty.

Fourth: the accuracy of mobile phone number, that is, whether the corresponding key person;

Fifth: like fixed phone, we should also detect the contact rate of mobile phone numbers.

In the above indicators, item 123 can be cleaned through professional software, and item four or five is still need to be verified manually by telemarketing.

　 Telemarketing skills 4: E-mail

In the European and American countries where direct marketing media prevail, licensed e-mail marketing is a very popular way of selling. According to the statistics of DMA in 2008, the rate of return on investment is about 10 times that of direct mail and 4 times that of direct selling. So more and more attention has been paid by enterprises. In China, due to the current regulation of spam is not standardized, enterprises and private e-mail addresses are abused seriously, so mail marketing is mistaken for harassment and garbage means by many people, and has not been fully applied.

Professional email marketing can help enterprises solve the problem of poor data quality and unable to reach the customer's mailbox as scheduled. Before sending mail, the quality of e-mail data is relatively simple.

First: does the e-mail field include (@, net, com,... And so on;

Second: whether e-mail is a frequently used mailbox for customers;

The first goal can be achieved through software cleaning. The second target can be answered by telemarketing. Of course, it can also be understood in response to feedback. The technology of sending e-mail will be discussed in detail later.

Telemarketing skills 5: address and zip code

Addresses and zip codes are especially important for companies that want to open the market through DM direct investment, especially for some enterprises or household consumer goods industry, such as office supplies, cosmetics, banks and so on.

Generally speaking, it can be divided into enterprise data and family data according to the different customers' objects. Since the postal code is national unity, the key is to look at the address, and through the address, businesses can carry out the bill mailing and marketing activities. It can be read from the address to the administrative area belonging to the client, and the CBD and the effective rural area can not be compared in terms of consumption power. It also provides a basis for future analysis of regional customers' consumption potential. Because address information is a free form multi information unit variable, there is still a big gap between China and the developed countries in completing the normalization and completeness. Customers still have some randomness when filling in their address information. As a result, a lot of address data quality problems arise. In terms of two indicators, the main criteria include:

The first is whether the number of postal codes is correct.

Second: is the address consistent with the zip code?

Third: whether a key information is missing due to the lack of specification; (if there is no information on the district jurisdiction).

Fourth: whether it is called by customary name rather than the formal address name; (for example, a certain building is opposite, such information can not appear).

Fifth: is the zip code within the scope of the zip code?

Sixth: whether the provinces, cities, district codes and postal codes are consistent.