The first step in summarizing sales work is to determine your target customers. Where are the target customers? Which customers are most likely to use your products? This message must be clear, otherwise it may be futile to make more phone calls every day.
For example, there are all kinds of fish in the pond. What kind of fish do you want? You should first observe where most of the fish you want are concentrated, and don't fish aimlessly.
Finding customers in the most concentrated places of target customers can achieve better results, so be sure to accurately locate your target customers. After making a strange phone call, the first step to success is to find the right person. If you can't even find someone who has the right to make a decision, then no matter how good the sales skills are, it will be in vain. Therefore, the first step for a telemarketer to make a strange call is to make sure that the person you are talking to is the key person you are looking for.
How to judge that this person is the key person you are looking for? Key people generally have three characteristics, which can be expressed in English as MAN: m means rich, and key people must have a budget to buy your products; A means right, and the key person must have the purchasing decision-making power or have an important influence on the decision-making; N means there is demand.
Second, effective sales preparation.
The sales process of telemarketing is very short, and only by making full preparations can we seize the rare opportunity. The preparation before telemarketing is like the foundation of a building. If the foundation is not solid, the building will soon collapse. The result of telephone communication with customers has a great relationship with the preparation before telephone sales. Even if you have strong communication skills, if you are not prepared, you can't achieve the expected results. The preparatory work before telemarketing includes the following aspects:
Define the purpose of calling the customer. Do you want to sell your products successfully, or do you want to establish a long-term cooperative relationship with your customers? It must be clear, so that it can be targeted.
Define the destination of the call. What's the goal? The goal is the effect after the call is over. Purpose and goal are related, so we must be clear about the purpose and goal of calling, which are two important aspects.
Clarify the questions that must be asked in order to achieve the goal. In order to achieve your goal, you must be clear about what information you need to get and what questions you need to ask before making a phone call. Get more information and understand the customer's needs from the beginning of connecting the phone. If you don't ask questions, you obviously can't get the information and needs of customers. Therefore, the skills of asking questions in telemarketing are very important. The questions you need to ask should be written on paper before you make a phone call.
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.
Preparation of required information. As mentioned above, you can't have too much time if you need to consult the information to make some responses to customers. It should be noted that the customer must not be kept waiting at the other end of the phone for too long, so the information must be kept at hand so that it can be found immediately when consultation is needed.
Make the questions that customers may often ask into a job help form, and when customers ask these questions, you can look them up quickly at any time. Another piece of information needed is the contact telephone number of relevant personnel, especially colleagues. If you are not clear about the questions raised by customers, you can ask the technicians in your colleagues to help you answer them.
Third, eye-catching opening remarks
For salespeople, whether your opening remarks can arouse customers' interest 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.
Many telemarketers like to use such opening remarks: Hello, I'm XX from XX Company. May I bother you for two minutes? From the caller's point of view, this sentence is correct. It is a polite and reasonable prologue to telemarketing. But from the analysis of the respondents, the problem is very big. Because this kind of prologue is easy to make the caller wary and even disgusted. ? Which company is the salesman from? Could it be a liar? The client will feel suspicious. Why should I give you two minutes? What good is it for strangers to call me? A good opening speech is half the battle. Never let customers feel alert and confused, so you will get twice the result with half the effort. Your first sentence will determine the fate of this sale.
As a successful telemarketer, after giving your company and name, you can ask your customers:? Is it inconvenient to answer the phone now? In fact, many times customers receive sales calls at inconvenient times, but few people really respond like this. Instead, they will ask why you called, suggesting that you can continue chatting. You can also take a more frank and humorous way, such as? This is a sales call. I suppose you won't hang up? According to people's experience, only 10 people hang up at this time.
Therefore, in the first 10 seconds of telemarketing, we should seize the customer's attention and arouse his interest. It takes 30 seconds to decide the fate behind: whether to end or continue.
Fourth, gain the trust of customers.
For telemarketers, the biggest headache is in the initial stage of contacting new customers. At this stage, we can't rely solely on product knowledge and authoritative image to approach customers. Many sales experts come to the most important conclusion: if you can't win the trust of customers, sales can't go on at all.
For example:
Salesperson:? Hello, Miss Li, I am a senior consultant of Ping An Insurance. I have a prize for you here. I wonder if you are free this weekend. Shall I send it to you?
Miss Li:? Who are you? My prize? How do you know my phone number?
Salesperson:? Your phone number is in our company's internal database. But a famous expert doctor like you, there must be many people who have your contact information. This award is very rare. It only takes you 15 minutes. Do you think it's okay?
Miss Li:? What award? Who called you? Sorry, I'm busy. I have no time. Let's talk about it ?
In the first telephone contact with customers, the key is to gain the trust of customers, not to bring benefits to customers. Who would believe that the pie would fall from the sky by itself? Therefore, when a telemarketer contacts a customer for the first time, it is best to borrow a third party or an old user to lead the way, so as to gain the trust of the customer and make the conversation easier. For example, in this kind of telephone conversation, when Miss Li asks the other party how to get her phone number, if the salesperson can introduce someone who is familiar with or respected by Miss Li as an introducer, it will inevitably increase Miss Li's trust and make the conversation enter a harmonious atmosphere.
Five, quickly cut to the chase
When customers are willing to listen, telemarketers should cut to the chase quickly. Don't think that getting into the subject quickly will offend customers. Businessmen pay most attention to practical interests. You must take the benefits that the product can bring to them as the content of the conversation as soon as possible to arouse customers' interest in you again.
For example:
Salesperson:? Do you feel that the profit rate of enterprises is too low because of fierce competition in the industry?
Customer:? Yes, unfair competition among industries makes the profits of enterprises thinner and thinner, but the cost can't be saved much. ?
Salesperson:? I heard that your company is still using XX equipment?
Customer:? what's up
Salesperson:? According to the latest statistics of our company, the profits of those enterprises that bought our equipment increased by 15% compared with the same period without increasing the labor cost and material cost. I hope our products can also make your enterprise get more profits. ?
Customer:? What product?
Salesperson:? XX products
The time of telephone communication itself is relatively short, and quickly cutting into the communication topic is the most concerned issue for both parties, so telemarketers need not be afraid or taboo to get into the ditch quickly.
Get to the point.
Six, emphasize their own value
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 for customers, so that customers can easily accept your things.
For example, you can say:? Many customers tell us that our products help them reduce the chance of viruses invading their computers, ensure the security of the system, reduce the problem of extra capacity caused by excessive spam, and save them the cost of buying new security software. These should be very important for an enterprise like you. ?
Regardless of telephone sales or door-to-door sales, self-worth is a part that must be emphasized in the sales process, because it is the key factor to determine whether customers will produce transaction results.
The difficulty of telemarketing lies in how to establish a relationship with customers, gain trust and generate transactions in the shortest time. Through the above six suggestions, the author hopes to inspire many front-line telemarketers, so that they can quickly master the tricks of telemarketing and make more effective sales performance.
Tip: 1. Explain the subject and purpose of the call.
2. Pay attention to the time, place and environment of calling the other party.
3. Pay attention to standing posture and sitting posture when communicating by telephone.
4. The tone should have affinity.
5. Pay attention to the vitality and rhythm of the sound.
6. Pay attention to the logic and rigor of speaking.
7. Always smile, smile, smile.
8. Tell the other person clearly who you are.
9. Tell the other person the subject of communication directly, and don't beat around the bush.
10. Think about what to say first, then what to say, and pay attention to the steps of the conversation.
1 1. Prepare for communication obstacles in advance, such as opposition from the other party and various emergencies.
12. Committed to building trust and friendship with each other.
13. Learn to speak with facts and cases.
14. Don't assume that the other party knows or understands.
15. Learn to confirm each other's views and opinions.
16. Learn to listen and understand.
17. Pay attention to the surrounding influence during the call.
18. Pay attention to the end of your call.
19. Prepare for the next call or meeting.
20. When the call is over, wait for the other party to hang up.
Another problem you will face is how to find the decision maker-the person who makes the decision. It is very important to know who can finally decide to buy. Of course, you don't want to make a few phone calls, introduce many complete products or services, and then be told that there is someone you have never spoken to before you decide to buy. You should talk to that person first. If you succeed in persuading a person who should not have made up his mind to buy your product, it will only increase your sales cost and bring inconvenience to you or your colleagues. When the real decision maker enters the market, it is likely that your product will be returned and your order will be cancelled.
Finding the person who makes the decision can be a complicated process. You may need to deal with many people, who may be on a vertical level, or on a horizontal level, or even have complicated relationships. Usually, the best way to find people with this idea is to simply ask:? Manager Wang, did you decide this by yourself, or did someone else participate in the decision?
If you think the decision-making process is complicated, or it is hard for you to see clearly, review the following points and apply them to your current situation:
2. Try to start vertically from the top floor. If you are bounced to the next level, your follow-up work has actually been initially recognized by the highest level.
Your company's documents may be beneficial to you. Especially when your target customers are former customers or you want to increase the purchase of existing customers, the previous contact records and contracts will provide you with relevant information. Although the people in the client company may have changed, the corresponding positions may still be decision-making positions.
The title of the customer or the brochure and website introduction of his company will show his position in the company well.
If you are selling to home customers, again, your final strategy is to ask directly:? Mrs. Li, did you decide this matter, or did someone else at home decide it together? Of course, only ask such questions when you feel absolutely necessary. You naturally don't want your question to remind Mrs. Li: By the way, I'd better discuss it with my husband. ?
No matter what products you sell, you must find the decision maker. If you don't learn this, you will waste a lot of time.
Summarize three marketing practices
In 20xx, a pharmaceutical company where I work adopted a new marketing model of telemarketing, but achieved good results at a lower cost. Although telemarketing is not the latest sales method, as an effective method, it has the characteristics of low input and high output. As long as the operation is standardized and the methods are proper, a lot can be done.
fly a kite
This is a method for patients with slow response, and it is a principle not to give up tracking. Because such patients did not arouse their interest, they were not found in the process of communication. Flying kites is a good way. What is flying a kite? First of all, we should be prepared for long-term follow-up. At the same time, we must master a degree and not chase it too tightly. Patients tend to go to extremes, and even do not accept our treatment, which may lead to losses. If the pursuit is too loose, if other manufacturers intervene, they may lose their way. So, this process is like flying a kite. If you pull it too tight, it won't fly high. If the line is put too long, it will be slowly put away. Therefore, patients should be followed up appropriately.
Keep thinking
In the process of communication, if patients have resistance and can't go further towards the established goals, they should immediately end those topics that patients are not interested in. But this is not our purpose, to leave some thoughts for patients. For example, you can tell them a small folk prescription. You think of him and give him benefits, and he can't help but accept it! So you can leave a topic for the next communication, so that your contact with patients will not be interrupted.
extend
In this telemarketing process, if you want to achieve higher sales, you must have more target lists. Only when there are more lists will you choose a more effective list. Because of the probability of clinching a deal, you will have more sales opportunities only through a wide range of screening.
compare
Comparison is an effective way of communication in the sales process. There are two main aspects: first, in comparison with competitors, we should be good at discovering our own advantages, not attacking our opponents, but only talking about our own characteristics. What others don't have, we must first gain a competitive advantage. The second is to involve patients and compare themselves with themselves. The difference between his condition five years ago and his condition today (after treatment, many of them have not changed) shows the result of not choosing the right treatment method five years ago.
substitution method
One is to use personal letters from experts instead of telephone communication. This method is mainly aimed at patients who write letters, and the response is dull after communication. A personal letter from an expert can enhance trust. The second is for the sake of patients, because some patients always make up their minds. At this time, the salesperson should seize the opportunity to help him make up his mind and promote the purchase.
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