Anyone who has done telemarketing may know that telemarketing is actually a social discipline of psychology, which requires us to master more psychological knowledge. The following psychological article about telemarketing was specially shared by me. Welcome to read!
Telemarketing psychology
Dear friends who are engaged in telemarketing, have you encountered the following problems in the process of talking with customers:
At the beginning of telephone communication, the customer told you before you had time to introduce the products you sold? Not at present. I'll call you when I need it, okay? Or? I'm busy now, and I'm going to attend an important meeting soon? ; When you try to know some key background information, the customer always talks about him and tells you vaguely? I'm sorry, I just don't know, okay? Or? Well, it's not my business.
If you often encounter similar problems and are deeply puzzled and distressed by them, before we discuss how to solve these problems, maybe you should calm down and seriously think about it: why do customers always treat telemarketers as a scourge and avoid them? What is the reason why customers always try to find a way? Create? Thousands of reasons, I can't wait to get rid of the telemarketers at once?
We might as well do a simple empathy, assuming that you are a customer now, and you happen to have the power of life and death to buy some products of the company, then in the process of confronting countless telemarketers, will you have a similar reaction:
First of all, instead of sitting in the office waiting for the phone call from the sales staff every day, you are busy with your work nervously. One strange sales call comes unexpectedly, interrupting your normal work rhythm again and again? It is not a happy thing to be interrupted all the time.
Secondly, you obviously don't need to buy products every day, but there are so many sales calls, and you are expected to buy products every day. You are tired of your limited needs to cope with endless sales calls. What worries you even more is that most telemarketers don't care whether you have this demand or not. They are always chattering and will never stop until they get what they want. Although this persistent spirit is commendable for sales staff, it is the opposite experience for you.
Thirdly, what makes you feel more headache is that even if you have no demand, as long as you receive more' sales calls', there will always be some telemarketers who can influence you subtly, thus leading to your purchase behavior? Twisted? So I bought some products that I didn't really need, and finally paid a painful price in money. For example, sometimes in our life, because a waiter has a particularly good attitude, we buy an unattractive dress to repay her good service, and sometimes because this waiter has? Angels? Like a face. Demon? Normal figure, short-circuited head and bought an indecent dress? And I always regret it afterwards. The painful price of money will make customers remember it clearly, and then they will not dare to turn their heads for subsequent sales calls.
Now, if you add up the above factors, you will find an objective fact: in the process of talking with telemarketers, customers feel that they have suffered too much troubles and pains, so in order to prevent such troubles and pains from happening to them again and again, customers put on an invisible protective coat, just like a firewall, and any information sent by telemarketers will be blocked by this firewall? Rebound? Go home. This is why customers are always used to telling telemarketers. Are you busy now 、? Why don't you send a fax first? 、? Not yet. I'll contact you when I need it, okay? The real reason.
Is this the customer we are going to discuss in this chapter? Self-protection? Psychological effect.
So, how can we face this invisible firewall obstacle and deal with customers effectively? Self-protection? What about the psychological effect?
First, avoid starting? Self-protection? what's up Trigger point?
Telemarketing Psychology in Li Zhixian and Chen Si.
Through the above discussion, we find that the customer's? Self-protection? In fact, it is a subconscious inertia reaction, which is rooted in dealing with telemarketers for a long time and is formed by customers. Experience? Judge. This kind? Experience? It is so profound that customers will instinctively refuse to talk about it as long as they find it is a sales call, especially at the beginning of the call.
But, let the customer start with the brain? Self-protection? This kind? Experience? Do you need a process?
To make it easier for you to understand, here are some simple examples: for example, speaking of? A blessing in disguise is a blessing in disguise. What will you think of immediately? How do you know it's not a blessing? Like talking about? Mantis catching cicadas? What will you think of immediately? The yellowbird is behind? Like suddenly? Hit you in the eye? , is it? Now close your eyes?
In the above example? A blessing in disguise is a blessing in disguise. 、? Mantis catching cicadas? 、? Hit you in the eye? Because we call it? Trigger point? . Because there is? Trigger point? what's up Trigger? , immediately? Start? It takes your deepest memories and experiences to form in your mind? How do you know it's not a blessing? 、? The yellowbird is behind? 、? Now close your eyes? This kind of fruit
That is to say, what if it is not? Trigger point? This kind of reason, also won't produce? Starting experience? For example, this fruit, not mentioned? A blessing in disguise is a blessing in disguise. You didn't think of that, did you? How do you know it's not a blessing? ; Not to mention? Mantis catching cicadas? You didn't think of that, did you? The yellowbird is behind? ; Not suddenly? Hit you in the eye? , you won't make trouble? Now close your eyes? The behavior of. Think about it?
If the answer is yes, it means that the customer started the telephone communication immediately. Self-protection? The primary factor of this firewall is that the telemarketer mistakenly entered some in the customer's brain? What is the trigger point that triggers customer self-protection? This has aroused customers' interest in sales calls? Painful memories? And the customer's follow-up reaction is to kick you out of the phone as soon as possible, right?
Then, in the process of telephone communication, especially in the opening stage of the first strange outgoing call, what are the places? Trigger point? And then what? Why don't we look at the case 1 first? 1:
Case 1:
The background of this case is a conversation between Tian Yanping, a telemarketer of a management consulting company, and Zhang Dahai, the human resources manager of an e-commerce company. The sales products are the company's headhunting service and high-end talent training, as follows:
Telesalesman: Good morning. Manager Zhang, are you Zhang Dahai?
Guest: Yes, I'm Zhang Dahai. Who is this, please?
Telesalesman: I'm Tian Yanping from Kaida Enterprise Management Consulting Co., Ltd. We are a very professional organization engaged in headhunting service and high-end talent training. Is it convenient for manager Zhang to talk on the phone now?
Guest: Not bad, a little busy. By the way, Miss Tian, what can I do for you?
Telesalesman: Here's the thing, Manager Zhang. Recently, our company launched a special service for new customers, that is, customers who use our headhunting service and professional internal training for the first time can enjoy a 20% discount on the normal price. I wonder what manager Zhang thinks?
Guest: Oh, I see. Miss Tian, how about this? Send me a fax first, and I'll call you if necessary, okay?
Telesalesman: OK, I'll send you a fax later. By the way, Manager Zhang, I wonder if there are any new vacancies for high-end talents here recently? Meanwhile, what's the training plan for the new year? Let me see if I can help you.
Customer:?
(Next, the customer's excuse may be a cliche, so we won't waste paper. ) case 1? 1 is a very common sales dialogue scene, and it is also the actual practice of many telemarketers in field research. Of course, the end result is immediately? Trigger? Customer? Self-protection? . So the customer casually found a reason to refuse the telemarketer.
Next let's look at the case 1? Based on 1, summarize four common mistakes made by telemarketers in the opening stage of the first strange outgoing call? Trigger point? , and gives a specific case analysis and corresponding solutions.
Common trigger point 1: greetings and self-introduction make customers have negative associations.
What if 1? What is the greeting of telemarketers in 1? Good morning, Manager Zhang. Are you Zhang Dahai? If you are manager Zhang and the phone is on your own line, why do you ask yourself? Manager Zhang, is this Zhang Dahai? This implies from the side that the person on the other end of the phone is a stranger, and the probability of being a salesman among all strangers is the greatest. As a customer, should you be vigilant immediately?
Therefore, the correct greeting should be vague, just like an acquaintance of a customer calling him. For example? Good morning, Manager Zhang. Is it convenient to answer the phone now? Because the customer doesn't know who you are at this time, the most normal reaction of the customer is to answer? Can I ask you again? Who is it? And once the customer answers? I made a promise when it was convenient. As described later? Commitment is gold? Psychological function, customers need to be responsible for what they have said, so they will give the sales staff more time, and they are embarrassed to find something similar? In a meeting? Or? Busy, no time? Like an excuse to refuse.
What if 1? What is the self-introduction of telemarketers in 1? I'm Tian Yanping from Kaida Enterprise Management Consulting Co., Ltd., and we are a very professional organization engaged in headhunting service and high-end talent training? This way of introducing yourself is too strong because? Management consultants limited? It hints at the real business of your company, as for it? We're family? Institution? You have clearly stated the purpose of your call, which is equivalent to starting to sell products indirectly to customers, and will immediately remind customers of the unpleasant experiences of telemarketers who forced him to sell?
Therefore, the correct self-introduction should be for telemarketers to assess the situation, find out the cards first, and then introduce themselves briefly. I'm Tian Yanping from Kaida? You don't need to say yourself in such detail. Because? Kaida? It's a vague statement, so customers can't infer it from the company name, so they naturally avoid it? Trigger point? .
Of course, if the telemarketer's company has a very high reputation in this industry, it is completely feasible to introduce yourself directly. For example, the outgoing phone number of an enterprise like China Mobile can be directly introduced? I moved here from China. Because a company like China Mobile can bring enough trust to its customers, who may be using the services of China Mobile, such self-introduction is completely feasible.
In other words, when the strength of the enterprise is not very strong, if you can find a gold signboard to introduce on your back, for example? We are from the China Human Resources Association, and borrowing the signboard of the national name has the same effect. Or telemarketers can find some transitional resources that can be borrowed, such as? I am a friend of your, the general manager Zhou, and so on. This way of self-introduction is naturally better.
Some friends may think: even if I introduce myself vaguely, customers may still ask me which company I work for and what products I make! For this problem, please see the follow-up analysis.
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