(1) The unique and attractive opening remarks are an important part of telemarketing to keep customers listening.
(2) The 30-second principle (the reason why customers are willing to listen to you).
"It takes 30 seconds to get close to customers, which determines the success or failure of sales." This is the experience of successful sellers, so what is the significance of being close to customers? Approaching customers in professional sales skills, we define it as "the stage from contacting potential customers to getting to the point." "
1, define your theme.
Every time you approach a customer, you have a different theme, such as making an appointment with a potential customer you have never met before, or inviting a customer to visit a demonstration.
2. Choose a way to approach customers.
There are three ways to approach customers-telephone, direct visit and letter.
The theme is closely related to the way to approach customers. For example, your theme is to meet customers, and the telephone is a good tool to get close to customers. However, it should be noted that you'd better not talk about the characteristics of the products you sell, or discuss the price of the products, because if the products you sell are complicated, it is not suitable for the phone to cut into the above topics.
3. What are intimate words?
In professional sales skills, the words when facing customers for the first time have become close words. The steps of approaching discourse are as follows:
Step 1: Call them by their first names.
Call out each other's names and titles-everyone likes to say their names from other people's mouths.
Step 2: Introduce yourself.
State your name and company name clearly.
Step 3: Thank the other person for the interview.
I sincerely thank each other for taking the time to see you.
Step 4: Salute.
According to the information prepared for the customer in advance, express your praise to the customer or cooperate with the customer's situation, and choose some topics that are easy for the other party to talk about.
Step 5: Express the reason for your visit.
With a confident attitude, clearly express the reasons for your visit, and make customers feel that you are professional and trustworthy.
Step 6: Say compliments and ask questions.
Everyone wants to be praised, but after praise, they can ask questions to guide customers' attention, interests and needs.
(3) From problem to problem to attract customers' attention, the problem should be influential and get customers' attention.
How can we know in the shortest time whether the customer's greatest demand is the target customer? We usually use the right questions, ask the right questions, communicate effective questions, and find the deep-seated needs of target customers. On this basis, sales staff must take the initiative to make every high-quality call every day and every second with the business strategy of "calling the right person". Keep asking the right questions to customers. When selling, ask the right questions and get more profits at the right time.
Winners are good at asking good questions and getting good answers. "If you want to change the customer's buying pattern, you must change the customer's way of thinking. Asking some good questions can guide customers' thinking. Because what kind of questions the salesman asks, what kind of reaction the customer will make. Questions can guide customers' attention, and attention equals facts. Professional telemarketers never tell customers anything, but always ask them questions. The motto of the sales industry is: "Never say what you can ask." Asking more and talking less is always the golden rule of sales. But be sure to ask the right questions. Ask a useful and effective question, ask a question that can stabilize the customer's way of thinking. Before you ask a question to a customer, you must be clear about the purpose of your question.
1, the principle of asking the right questions:
Ask easy questions.
Ask positive questions.
Ask the little yes.
Ask some almost irresistible questions.
2. How can I ask the right questions?
A, "What prompted you to decide to contact us?" -Ask potential customers some questions about "doing" and pay attention to what has changed in their lives. Focus on what the other person wants to accomplish, what he is doing now, or what he has done in the past.
B. show enthusiasm and interest when asking questions. How customers answer your questions depends to some extent on the way you ask them.
C, in the telephone communication, cooperate with the customer's speech speed and keywords. If you find the customer repeating himself, it's probably because he thinks you don't understand what he said. At this time, you should repeat the key words he said.
Calling customers by their first names in telephone communication can attract customers' attention and make them feel the respect of salesmen.
E. use easy-to-understand words in telephone communication. -If technical terms must be used, be sure to explain them clearly to customers.
In telephone communication, use "we" and "our". -It can make you feel like a companion facing similar situations and problems.
G in telemarketing, if necessary, ask questions with the permission of the other party. -"May I ask you a question?"
-Ways of asking questions
According to the perspective of questioning, questioning can be simply divided into two categories: open-ended questioning and closed-ended questioning.
1. Open question
Open-ended questions are topics chosen to guide others to speak freely. If you want to know more about customers' needs, you should ask more open-ended questions. The interrogative words that can reflect open questions are: what, where, tell, how, why and talk.
2. Closed questions
Closed-ended questions refer to those who choose a specific topic in order to guide the conversation and hope that the other party will answer limited questions. Closed questions are often reflected in interrogative words such as "can", "right", "isn't it", "will it" and "how long".
If you want to get some more specific data and information, you need to ask the customer closed questions, so that the customer can confirm whether you understand him or not. But in telemarketing, if you ask a lot of closed questions, it will cause a kind of pressure on customers, which is not conducive to your own information collection. Therefore, when you know the customer's needs in the early stage, ask more open-ended questions, so that customers can speak freely, and it is easier for you to get useful information and find new business opportunities.
Questioning skills
The skills of asking questions are divided into the following four aspects:
1. prologue
The prelude is to tell the customer that answering your question is necessary, or at least harmless. If you want to ask sensitive questions that customers may not want to answer, using a prelude is expected to change customers' minds. For example, if you ask a customer a question about the project budget, most customers are unwilling to tell you. At this time, you can add such a prelude: "In order to recommend a most suitable scheme to you, I want to know the approximate investment level of this project?" Through the prelude, customers can be effectively reminded that I need to know the project budget, and customers will have some possibilities for positive answers.
Ask a rhetorical question
If the customer asks you a question and you don't know how to answer it, then you have two choices: ① seek truth from facts and don't pretend to understand; (2) Ask the customer in turn, and let the customer express his views on this issue. This is usually the answer he wants, and you just need to vote accordingly.
keep silence
If there is a long silence during the call, it will definitely cause a very embarrassing situation. But proper silence is also necessary. For example, after asking questions to customers, keeping silent for a short time can just provide customers with a necessary time to think.
4. Ask only one question at a time
Usually, you may need to ask several questions at the same time for the other person to answer, and he often remembers only one of them, or feels that it is impossible to talk. So it is the best choice to ask only one question at the same time.
Listening skills
Learning to listen is very necessary, and customers will not always repeat the same question. If you are absent-minded and don't listen, you are likely to miss some very important information, thus losing the chance to make a deal. Therefore, listening skills are very important. There are four good listening skills:
1. Confirm
In the process of the customer's speech, there may be some words you didn't hear clearly, and there may be some technical terms you don't understand, so it is especially necessary to confirm with the customer to further clarify what the customer said.
At the same time, when communicating with customers, we must pay attention to the use of our own language. Don't use too many terms, so as not to easily cause obstacles to customers' understanding.
clarify
If there is any ambiguity, communicate with the other party in time so as to fully understand the real thoughts of customers. There may be two or more understandings of what a customer says. If you are self-righteous and only understand according to your own likes and dislikes, it will inevitably lead to misunderstanding. So be sure to communicate with customers in time and clarify the facts.
3. Feedback
In the process of listening, we should actively and timely feedback to customers. You should constantly make him realize that you have been listening to him. If you only pay attention to your long speech and can't hear the response, it will inevitably cause psychological pressure on the customer, so he naturally doesn't want to continue to talk about the following content, just want to end the call as soon as possible.
record
Be sure to take notes when communicating by phone. Telephone communication time is limited, so it is difficult for you to remember all the main points of customer needs. The best way is to record the key points mentioned by customers at any time in time.
5. Judge the customer's personality
Listen to the customer's personality by calling. According to the four personality types mentioned above, give the current customers a general positioning. Then adapt to each other according to this positioning and deal with it according to the above method.
(D) shaping the value of products, so that customers have a strong demand for reasons.
Shaping the value of products is the key to why customers should listen to you in the process of telemarketing (first of all, introduction, price, function, details, etc. Products; Second, emphasize the importance of contracts and maximize the value of contract visits.
Second, the key to telephone sales-telephone communication and expression
(1) Good affinity
(1) in a good mood.
(2) Don't ignore your smile.
(3) The voice should be clear and clear, and the language should be concise.
(4) Smile when rejected and end it politely.
How to have good affinity?
1. Keep the intonation and speed synchronized with the customers, and have similar language and word usage habits. (such as phrases, terms, etc.). Promote the establishment of a harmonious communication atmosphere with customers and remember their names. )
Most people struggle for success, reputation and family, which shows the importance people attach to names. A name is a person's code name, which can also be said to be an extension of a person's life. If telemarketers want to help themselves with the help of others, they must first remember their names.
Calling out the customer's name is the simplest and quickest way to shorten the distance between the salesman and the customer. In the same way, not calling or calling the wrong customer's name is tantamount to suicide.
3. Develop good work habits
First, record at any time
Have a pen and paper at hand and write down every call you receive or make at any time (two-color pencil, calculator, notepad, phone book, customer information, memo, etc.). ).
B, sign up
No matter whether you answer the phone or make a phone call, you should tell your company and full name in time, and ask the other party's company, name, telephone number and mailing address clearly, so that you can call the customer's name from time to time in telephone communication and better understand the real situation of the customer.
Positive work attitude
In telemarketing, a positive and confident attitude is particularly important. Because the customer on the other end of the phone has no chance to see the telemarketer with his own eyes, he can only outline the image of the other party through his words. The confidence of telemarketers in themselves is often the confidence of customers in them. If the telemarketer thinks he is an important person, so will the customer on the other end of the phone.
Also doing telemarketing, the turnover of those marketers with positive attitude greatly exceeds that of others.
(B) pay attention to create an atmosphere
(1) Speak loudly so that others can hear you clearly.
(2) Speed control.
(3) enthusiasm and initiative
(3) looking for the person in charge
(1) If you know the phone number, call directly.
(2) How to break through the secretary barrier:
(4) The "five-two-one rule" means that you can successfully make an appointment with two customers and sign a single order by making five phone calls.
(5) Be prepared before calling.
(1) Define the purpose of calling the customer.
Be sure to be clear about the purpose of calling customers. Do you want to sell your products successfully, or do you want to establish a long-term cooperative relationship with your customers? There must be a clear purpose.
(2) Clear the goal of calling.
What is the purpose and what effect will be achieved after the call. Goals and objectives are related to a certain extent, so we must make it clear that there are both goals and objectives. These are two important goals.
(3) Questions that must be raised in order to achieve the goal
In order to achieve our goal, we need the information there, ask those questions, and be sure to find out before calling. Calling is to get more information and customer needs. Without asking questions, you can't get the information and needs of customers. Therefore, it is very important to ask questions in telemarketing, and you must write the questions on paper.
(4) Imagine the questions that customers will ask and design the answers.
(5) Imagine what will happen in the process of telemarketing and be prepared.
Call 100, 80 people are connected, and 50 people find the relevant person. Every phone call may have different situations, so telemarketers must be aware of what may happen at any time and take corresponding measures.
(6) Preparation of required information.
If you need to respond to the customer's information, you can't keep the customer waiting for too long, so be sure to prepare the nearby information. For the problems that customers often encounter, we should also make a work help form and a list of some colleagues in case of unanswerable questions and seek the help of colleagues.
Skills section
First, grasp the customer's psychology
Second, the sound skills
1, the speech speed is appropriate, and it is best to be consistent with the customer's speech speed;
2. Have feelings;
3. Enthusiastic attitude.
Third, the skills of opening remarks
1, interest attracts customers' attention;
2. Dare to introduce your company and show your identity;
Don't always ask customers if they are interested, but help them decide and guide their thinking; D) Don't flinch or give up immediately in the face of customers' rejection;
4. Make a phone call louder than usual to create a good conversation atmosphere;
5, simple and clear, don't cause customers' disgust.
Fourth, introduce the skills of the company or product.
1, it is better to face it with the mentality of "hitting the wall";
2. Accept, praise and agree with customers' opinions;
3. Learn to avoid problems;
4. Turn the customer's objection into our selling point.
Five, the skills to stimulate customers' desire to buy
1, exerting objective artificial influence and social pressure;
2. Use his point of view;
3, care about every word of the customer, care about the people, things and things he cares about;
4. The influence of media and public opinion on the company;
The skills of intransitive verbs to build confidence
"Sorry, I'm busy" and "Thank you! We don't need "... maybe you often encounter such a euphemistic refusal from customers in telephone sales. In the face of these problems, perhaps the first thing you should think about is: "Has the customer built enough trust in me?"
In today's complex business society, building trust is always the core content of sales, especially telephone sales. Without any identification and commercial contract, it is undoubtedly very difficult for customers to establish strong trust only through voice. Just like this, it is particularly necessary to use some skills in telemarketing.
Building a trust relationship is a process.
In the final analysis, telemarketing is actually a process management of interpersonal communication, and the probability of reaching a transaction at one time is very small.
"Telemarketing is continuous tracking." An excellent telemarketer is first of all a person with considerable self-confidence and patience, because during the months or even a year of contact with customers, salespeople must have enough self-confidence in their products and persistently provide services to customers.
Long-term follow-up, rather than talking about products on the phone, can make customers feel that "the salesperson is thinking of me, not just selling products", so that over time, once customers have trust in the salesperson, they can not only reach existing transactions, but also tap potential consumption.
Etiquette section-telemarketing basics
First, the importance:
After finding the right telemarketing direction, sales skills are particularly important. "If' actively building trust with customers' is the ideological basis that telemarketers must have, then etiquette is the basis of telemarketing skills."
In fact, the most important thing in telephone etiquette is to control the voice and expression and try to prevent invalid communication.
Good voice can make customers feel happy, so telemarketers must master the voice used in telephone communication with customers, which can be completely compensated by training.
In telemarketing, some words are important. Try to avoid using some negative words to deal with customers' problems. For example, some telemarketers will use words such as "I don't know", "I don't understand" and "this person has already left" to prevaricate when receiving a customer's consultation call. These words will not only make customers have no desire to buy products, but also damage the image of the company.
And in the process of speaking, we should pay attention to pause as much as possible and get customer feedback in time. Because this is not only to respect each other's performance, but also to better understand the needs of customers.
Seize the appropriate opportunity to praise customers.
Sincere praise is the best way to close the distance with customers. In telephone communication, pronunciation is the first point to praise each other. "In the communication with customers, as long as the sales staff listen carefully, they can actually grasp many aspects of the customer's information through voice, such as age, education level, attitude and so on."
However, salespeople just use the information they get to praise each other properly, which can create a good conversation atmosphere and quickly change the attitude of customers. "Listen to your voice, you should be only about 30 years old", "Listen to your voice, you must have received a good higher education" and "Listen to your voice, you will know that you are particularly decisive" and so on often appear in his telephone sales, and these things are used properly and can be said to be tried and tested.
In addition to voice, some resumes of the other company and customers are the highlights of praise. However, we must seize the right opportunity to praise, not too much. On the contrary, it will be counterproductive, so the word "sincerity" is particularly important.
In addition, we should know how to find similarities with customers and create a sense of identity between the two sides, such as "we are all surnamed Zhang", "we are fellow villagers" and "we used to go to college in Wuhan" ... This can also narrow the distance with customers.
Try to be relationship-oriented.
In the actual sales process, there are two main orientations as sales support: "relationship" orientation and "order" orientation. Order-oriented is generally suitable for a single consumer product, which is convenient to save time and cost, but in the long run, maintaining the relationship with customers as much as possible is the foundation of developing telephone sales.
"Especially for large-scale products and services such as automobiles and wealth management, if you want to stand out in such a fierce competitive environment, you must know how to keep in touch with customers for a long time." Zhang Xuanbo believes that the time span from the purchase of bulk products such as automobiles to the final purchase is about 3 to 6 months. In such a long period, if they want to win customers in the end, they should strive to adhere to the relationship orientation rather than the order orientation.
In addition, the maintenance of the relationship with customers does not end after the product is sold, and smart salespeople will continue this relationship. Zhang Xuanbo believes that most salespeople ignore the tracking of the products sold, which is actually quite a pity, because if you can get feedback immediately and do a good job of after-sales service, it will greatly affect people around customers to buy products. Therefore, after the products are sold, we should keep in touch with customers every other month to solve the problems encountered by customers when using the products in time.
One: preparation ..
Be mentally prepared. Before you make every phone call, you must know that the phone call you made is likely to be a turning point in your life or your current situation. With this idea, you can have a serious, responsible and persistent attitude towards every call you make, and your mentality will have a positive motivation for success.
Content preparation: before making a phone call, you should prepare what you want to express. It is best to list a few items on the paper at hand first, so as not to forget your speech because of nervousness or excitement after the other party answers the phone. In addition, when communicating with the other party on the other end of the phone, if necessary, it is best to prepare and rehearse in advance.
Pay attention to two points in telephone communication: 1 Pay attention to the change of tone and be sincere. 2 words should be organized, not incoherent and repetitive, which makes the other party disgusted or wordy.
Second: timing ...
When you make a phone call, you must grasp a certain opportunity to avoid contacting customers while eating. If you make a phone call, politely ask the customers if it is convenient to answer. For example, "Hello, Manager Wang, this is * * * from * * Company. I'll call you at this time, right? " If the other party has an appointment, happens to be out, or has guests, politely stop talking about the time of the call and then hang up.
If the boss or the person you are looking for is not here, you need to ask the person who answers the phone for contact information. "* * Mr/Ms's mobile phone number? He/she only left this number when he/she called/came to the company last time. Thank you for your help. " .
Three: connect the phone. ...
When making a business call, after the call is connected, the business personnel should first say hello, report themselves and confirm the identity of the other party before getting to the point. For example, "Hello, this is * * * Company. May I speak to the boss/manager of * *? * * Hello, boss/manager, this is * * * from * * company. .......
Speak concisely and clearly. ...
Because the telephone is easy to be busy when charging, it is necessary to make a long story short whether you make a phone call or answer it. In short, in addition to the necessary greetings, we must talk less about topics unrelated to business and put an end to the phenomenon that the phone is busy for a long time.
Politeness before hanging up. ...
After the phone call, the business personnel must remember to thank the customer. "Thank you for taking such a long time to listen to my introduction. I hope it will bring you satisfaction. Thank you. Goodbye. " In addition, the customer must hang up the phone first, and the business personnel can hang up the phone gently. To show respect for customers.
After hanging up the phone ...
Many business people will immediately pop out a few indecent words from their mouths to relax their pressure after hanging up the customer's phone. Actually, this is the worst bad habit. As a professional telemarketer, this is absolutely not allowed.
Four: the art of answering the phone ....
Sometimes, it is very labor-saving and convenient to contact the business department directly by telephone, some place orders, some know about the company or products, or complain by telephone. The person who answers the phone must pay attention when answering, never ask questions without understanding, or perfunctory customers, and don't be impatient with every customer who has called.
1. After the call is connected, the receiver should announce himself, such as "Hello, this is the business department of the whole management company" or "Hello, it's my pleasure to serve you". It is absolutely forbidden to ask "Hello, who are you looking for?" Who are you? "This is not only a waste of time, but also very impolite, which makes the company's image greatly discounted in the hearts of customers. Before answering the phone, generally let the phone ring one or two long tones. Never let the phone ring all the time. Answer it slowly.
2, record the phone content
It's best to put some paper and pens next to the phone, so that you can record the key points while listening to the phone. After answering the phone, you should properly handle or seriously report the main points of recording.
Step 3 repeat the main points
When customers call to place an order, they will definitely say the product name or serial number, and when they want it or when they want it. At this time, you should not only record it, but also repeat it to the other party to make sure it is correct.
4. How to keep customers waiting
If the other party needs to wait during the call, the receiver must say "sorry, please wait a moment" and then say the reason for letting him wait, so as not to be anxious because of waiting. When you answer the phone again, you must apologize to the other party: "I'm sorry to have kept you waiting." If the other party is kept waiting for a long time, the receiver should announce the reason and ask him to hang up the phone first, and then dial the phone after processing.
5, the other voice hour processing method
If the other person's voice is too low, the receiver can directly say, "Excuse me, can you speak a little louder?" I can't hear you clearly. Never shout: "Hey, hey, louder"; It is the other person who wants to speak loudly, not you.
6. Call someone to handle it
If you meet someone calling, you should quickly transfer the call to the person you are looking for. If the person you are looking for is not here, you should say, "Sorry, I'm going out now. I'm XX. If it's convenient, can you let me pass it on for you? " You can also ask the other party to leave your phone number, and when someone comes back, tell him to call him back immediately.
Whether you call or answer the phone, you can reflect the image of a person or company. Telephone is the window for the company to communicate with the outside world. A good process of calling and answering the phone conveys a good impression to the other party, and vice versa. Therefore, when making or answering a phone call, you should pay special attention to your words and tone. A phone call may change your present situation or even a person's life.
Taboos of telemarketing
First, cut to the chase
Telemarketing is like starting a date with someone you have known for a long time. The first impression can decide everything! You should combine etiquette with persuasion, make good use of key words and adhere to the principle of telling the truth.
2. What should I say in the first fifteen seconds?
Three. Look for potential buyers
(1) The first and most important step of successful telemarketing is to find the right person on the phone, that is, to make sure that the person you are talking to is the buyer. If you are talking to someone who can't make a decision, it's no use having the best sales skills in the world.
(2) Example: A. You should ask who is in charge of purchasing in your department.
B. instead of asking if I can talk to the purchasing staff in your department.
Remember: directly asking who the buyer is can save the trouble of introduction by both parties.
(3) The following is an error demonstration.
A. bell … bell … bell …
Operator: XX Company, may I transfer the call?
XX said: Yes, I want to talk to the purchasing staff in your department.
The operator said, ok, I'll transfer you to the department.
Put through the phone: Hello, who are you looking for?
XX said: I don't know, I hung up the phone.
(4) Correcting cases
Bell ... Bell ... Bell ...
Operator: XX Company, may I transfer the call?
XX said, thank you. Who is in charge of the purchasing department in your?
Operator: it's Mr XXX. Shall I transfer you to him?
XX said, please.
Bell ... bell ... bell. ...
Mr XXX answers the phone: hello.
XX said: excuse me, Mr. XXX?
XXX said: I am.
Get to the point:
If he is not in the office, you can call him at any time, so don't waste time in front of the switchboard.
Remember: you only have 15 seconds to impress potential buyers.
Four. The first call to a potential buyer
Bell ... bell ... bell. ...
XXX: hello
XX said, are you Mr XXX?
Mr XXX said: I am.
XX said: I am Tianjin Chengzhuxing Company, and my name is XX. Our company now produces/deals in a kind of metal protective hose and connector for wires and cables, and I think you may be interested. Compared with the products sold in the domestic market at present, this product has more advantages, better quality and reasonable price. At the same time, it also saves you a lot of time and ensures that you will have no worries about product quality or use in the future. Your company uses many connectors, right?
Mr. XXX said: Yes, the sales of connectors are relatively large at present, but at present we have a supplier who gives me a 90-day payment period and is responsible for handling any defects in the products and delivering them to your door. What's the price of your products? Take 1/2?
Insight into the buyer's purchase motivation;
The buyers we met made many statements on it. He already has an ideal supplier, delivered to your door, and the payment terms are favorable, which can guarantee the product quality. If so, why did he ask about the price?
In telemarketing, you should not only listen to what the buyer says, but also pay attention to what he doesn't say. The customer only praised his supplier in three aspects: delivery, payment terms and product guarantee, without saying the price.
Verb (short for verb) establishes a dialogue.
1. Telemarketing is like a bowling game between two people:
A. You vote for each other (I have a product that I believe you will be interested in. )
B.he threw it away (what's the price of your product? Take 1/2! )
C.you put it back (what's your order quantity? )
D. he throws it back (usually he buys XX pieces) )
2. The first three problems in sales:
A. find the buyer and talk to him.
B. Make the buyer a person who wants to talk and is worth talking about.
C. grab the buyer's attention.
Summary: Remember: in every transaction, price is not the most important factor. If price is the only consideration, we will all sleep in cheap motels and wear second-hand clothes. Price is related to the value obtained, just as consumers spend money on items they think are valuable. So do commercial buyers. For the buyer, the money he spends will be worth the money, that is, the deal is reached. If you can't put forward the value of the product, the sales purpose can't be achieved in the end.
The sales volume is directly related to the alertness of telemarketers.
6. Get customers excited and act immediately.
Accept customers' objections with an open mind and establish a dedicated, conscientious and valuable marketer image in his mind.
Remember: it is much easier to keep an old customer than to develop a new one.
Marketing awareness: There is no mysterious formula for successful sales. Success is the result of training and hard work.
Seven. Ways to keep in touch with customers
1. Home visit
2. Telephone contact
Step 3 be consistent
provide services
Eight. customer management
Refers to the collection, classification and collation of customer information; Communicate and contact with customers regularly; Handling of customers' opinions; Continuously improve the way and content of customer service.