Making a phone call is not only a psychological game, but also a kind of physical labor. Different from manual labor in daily life, it is more about the attitude of the operator and psychological resilience. Therefore, in the process of making a phone call, the mentality directly affects the result of telephone business.
On the court, one player tries his best to break the other's goal. The difference is that the other party loses, but it is a win-win situation in the process of telephone business. We use our wisdom and physical strength to constantly break through each other's defense and enter each other's field, so as to break into the house. In the telephone business, if you want to win the customer's approval, you must stand on the customer's side.
In short, no matter what you do, mentality is very important. Sometimes, mentality will play a decisive role. So as a person who just wants to do telephone business, what kind of mentality should he establish?
(1) Be enthusiastic
Telesalesmen should treat their work with the same enthusiasm as the sun, which can enliven the atmosphere, warm people's hearts, melt the cold rejection of customers and arouse their trust and goodwill. Enthusiastic people have many friends, and enthusiastic salesmen have many customers. Tsigra, a world-famous marketing guru, put it well: "You will lose a certain transaction because of excessive enthusiasm, but you will also lose a hundred transactions because of insufficient enthusiasm.
A telemarketer should make everyone he talks to feel the kindness and enthusiasm of his service. Almost everyone has an instinctive resistance to telemarketers, because they are afraid of making wrong decisions when buying products and services, and they instinctively doubt salesmen or don't know their real thoughts at all. Therefore, when the customer hears a warm voice and makes great efforts to make him understand what he needs and make the right decision, he will truly understand his real needs.
No one wants to hear a cold, faint sound. Experience shows that only when we are full of enthusiasm, customers will feel the value of our products and services, because all the information of our products is transmitted through our voice. Just like when we go shopping, we must first look at the brand of the goods. When listening to the introduction, it depends entirely on our judgment of the sound. Therefore, our voice will have a great impact on customers, and voice is the brand of our products. When we imagine happy things, our voices will naturally become bright and our customers will be infected. We are very enthusiastic about our customers, so we must let them feel, that is, let them feel our enthusiasm.
(2) Know how to respect and cherish.
People who know self-esteem will know how to cherish life and develop themselves, have a positive and optimistic attitude, be full of vitality and have orderly and persistent actions.
As a telemarketer, self-esteem is essential. When encountering difficulties and being accused and criticized by others, self-esteem must not be reduced by half. Self-esteem is the most important part of our life, and people can't just live for profit. Only people who know self-esteem can understand life, deal with all kinds of difficulties and problems in the future telephone business, and be less likely to be knocked down.
(3) be active and patient.
Everyone should do things step by step, because everything has its inherent regularity. So is the telephone service. Anyone who is new to the telephone industry wants to succeed, but success is not achieved overnight, and success also needs a gradual process. Therefore, the new telephone operator should have a positive attitude, but not too impatient. Even successful telemarketers often have to go through suspicion, rejection and slander until they are trusted, expected, welcomed, respected and followed, and gradually develop.
If you want to really do a good job in telephone business, you must start from bit by bit. It's no use worrying. The correct way is to maintain a "normal mind", so as to develop actively, steadily and persistently.
Being too impatient in the process of telephone contact may lead to the loss of almost successful transactions and even the permanent loss of customers. Therefore, in order not to waste energy, we must calm down and understand the meaning of each other's words. If you put too much pressure on your customer, he may think that the product or service is not suitable for him and so on. You can't be angry at this time. You must calm down and show your manners.
In short, "you can't eat hot tofu in a hurry." To do a good job in telephone business, we must be steady, active and patient.
(4) Be optimistic.
No matter what you do, you may encounter difficulties. When encountering difficulties and setbacks, pessimists may shrink back and do nothing, and finally miss out on success. Optimists regard everything they encounter as nature, regard fighting against difficulties and setbacks as the only way to enjoy life and succeed in their careers, meet them with a positive and optimistic attitude, and finally overcome them.
A new telemarketer will inevitably encounter setbacks at the beginning of his career. When introducing products to others, you need an optimistic spirit to support yourself. Of course, not everyone is born with a positive and optimistic attitude. Don't be disappointed when you find yourself lacking in optimism. We can always stay with positive and optimistic people consciously, get optimistic inspiration from these people, mobilize our positive mentality, and thus crowd out negative emotions from our brains.
(5) reflect self-worth.
Everyone needs to be recognized, realize self-worth and be recognized by society. So is the telephone operator. Telephone service is not only an opportunity to make money, but also a way to realize and embody its own value.
This mentality can be divided into the following categories:
(1) Telephone business is to tap the potential and reflect self-worth.
Anyone has only played a small part of their full potential at work. So many people are looking for opportunities to develop their potential and show themselves.
Telephone service is the best way to explore potential and reflect self-worth. People with this mentality are often keen on all kinds of telephone business activities and are enthusiastic and positive.
People who can devote themselves wholeheartedly, have perseverance and enterprising spirit will often succeed in the telephone business.
(2) Telephone service is to show self-ability.
Whether a person is capable and talented can't just depend on his grades, because grades can only explain a small part of the problem. Maybe some people have the ability, but there is no chance.
Telephone service can provide us with equal opportunities. If we are really capable, we will naturally succeed and impress others.
(6) zero mentality.
Many people who have joined the telephone industry may have engaged in jobs unrelated to the telephone industry. At this time, the new salesman needs to have a zero mentality.
The so-called zero mentality of telephone business requires every salesman, no matter how excellent, experienced and outstanding we are in the original industry. After you step into the field of telephone business, you must put all this aside, return to zero mentality, learn from scratch, and start from scratch. This is the basic requirement for a new telemarketer.
Just like a sponge absorbs water, if we take a sponge filled with water to absorb water, it is obviously impossible to absorb more water. If you twist out a sponge and absorb water, you can certainly absorb a lot of water. Similarly, if we want to learn a new knowledge and enter a new industry, we must put aside all our previous honors and achievements and study with a zero mentality. Only in this way can we really learn well.
Be brave
As telemarketers, we are not only facing customers, but also ourselves. Some telemarketers, after being rejected in the process of telephone business, often have psychological obstacles and are afraid to introduce goods or services to others. In fact, the poor performance of telephone salesmen is not necessarily lazy and incompetent, but the real reason is probably fear of self-promotion. When they are afraid, they will perform worse in the following telephone business. Because he has no confidence in himself, how can others trust him?
Therefore, it is very important for telemarketers to have courage. Courage is the driving force for action. As a telemarketer, we should overcome our fears and let our courage take root in our hearts.
Everyone has great potential, and the new telephone operator should not despair because of a little blow. We should face all the problems bravely. Only in this way can we grow and succeed.
(8) Persist in learning.
People are always in contact with new things and learning new knowledge. Only through learning can people really keep up with the pace of the times and keep moving forward. This is especially true for telemarketers. As a new telemarketer, we should not only learn the knowledge about products and services, but also learn the sales plan, and learn the concept of being a man and cultivate our own morality and personality. Only in this way can we have a deeper foundation and higher moral standards and accumulate a lot of money.
The new telemarketer has a lot to learn. Such as product knowledge, company system, rules and skills of interpersonal communication, principles and methods of life, leadership art, organizational management knowledge and so on. This knowledge involves psychology, marketing, management, etiquette and public relations. Therefore, for a new telephone salesman, he must have a good learning attitude. We should know how to learn knowledge, but also know how to constantly sum up in learning and apply it to practice. You can't just learn knowledge from books, don't apply it, don't practice it. "On paper" won't work. Having a good learning attitude is an important guarantee for new operators to constantly improve themselves and develop themselves.
(9) Be confident.
Inferiority is the enemy of telemarketers and a stumbling block to success. The customer's purchase of our products or services is also a decision between ideas, and such an idea depends entirely on whether the information we give the customer makes him feel good about us or makes him feel negative about our products or services through us.
Whether a telephone operator can do a good job in business often depends on the degree of trust in products. When the products and services we sell bring convenience to ourselves and the prices are reasonable, we believe that such products deserve everyone's possession. So in telemarketing, our tone can convince customers that it is really great to use this product without any condensation.
(10) Be sincere
In the process of telephone business, let customers believe every detail we say. Let's take a look at the experience of the following telemarketer!
"I once called a customer for three months. The last time I called, he said rudely, don't call me again. I felt very depressed after hanging up the phone. I just want to tell him the news by phone, so that he can plan himself better and make his life easier. When I thought like this, I couldn't help but pick up the phone again. I said,' You hung up on me just to tell you a message. I don't know what I did wrong to make you so angry. I apologize if I disturbed you. Hearing this, he was embarrassed to apologize to me. Since then, he has also become my client.
Therefore, when we are sincere, no one will refuse us because of our kindness, unless he has not fully understood our kindness.
The second measure is the preparation of goods before the launch of telephone service.
Telesalesmen can not only bring themselves rich income, but also help customers solve practical problems. Only by helping customers solve practical problems can we transcend the business realm of ordinary salesmen and reflect the real value of telephone salesmen.
In order to become a successful telemarketer and ensure smooth communication with customers, several things are necessary before launching telephone business:
(1) telephone
Telephone is the basic component of telephone service.
(2) Pencils and post-it notes
Pencils are used to make daily telephone records, mainly including the names, units, contents, dates and other relevant customer information of fax senders and recipients. It can be erased at different times or updated regularly.
Post-it notes can not only remind us to send emails to customers at any time, but also make us an unforgettable person and provide timely and efficient services to customers.
(3) Telephone Notepad
The telephone book is usually the daily telephone directory index of telephone salesmen, which is also beneficial for us to consult and supervise our work. The format is as follows:
① Mark the time and date.
When paying a return visit to customers, we can accurately tell the call time with customers at that time, which can also mobilize customers to recall the motives and reasons for calling at that time, promote the transaction of telephone business, and at the same time make customers feel our extra attention and are more willing to talk to us.
② Telephone number.
We can clearly know the number of telephone calls every day, which is conducive to the company's supervision and implementation of the overall business objectives and the formulation of corresponding strategies.
③ Precautions.
Every time when communicating with customers, careful telemarketers will add some new information in the remarks after the phone number, so that it is easier to grasp the consumer psychology and behavior of customers.
(4) Calculator
Any small detail may show the overall image of the customer, thus affecting the customer's buying mood. Calculators can make customers think that we are efficiency experts, because we can calculate the numbers to him instantly. Whoever gives customers higher efficiency will usually get higher benefits from customers. Preparing a calculator is convenient and quick, and it can also save time for customers.
(5) Clocks and watches
The clock allows the telephone salesman to do a good job in the fastest time, so as to master the call time and realize the control of making calls. Every minute of the customer is precious, and the clock can help us manage the time at any time. For example, greeting calls should not exceed 1 minute, and appointment calls should not exceed 3 minutes.
(6) Mirror
Customers can't see our image, facial expressions and body movements. But the customer will imagine the person on the other end of the phone line, and the voice conveys not only the content of the speech, but also the feelings and thoughts of the customer. Therefore, telephone salesmen need to remind themselves to adjust their status at any time, so that customers can have positive associations. A mirror, at any time to maintain their good looks, good facial expressions, at any time to maintain the peak state.
(7) Customer information
Detailed customer information and product description can help us communicate with customers quickly and effectively, because only by knowing the exact needs of customers can we serve customers accurately.
8. Computer
Telesalesmen should have their own dedicated computers, preferably "notebook computers". In this way, you can not only find some relevant information online, but also carry a lot of information with you.
(9) Music
Telephone business needs the patience of salesmen, and melodious concerts help salesmen adjust their status. In this way, our voices will be enthusiastic and confident, thus infecting each other.
(10) fax machine
In addition to preparing telephone, fax machine is also essential for telephone business. Through the fax machine, we can send information about products or services to customers in time. Having a fax at hand allows customers to receive it quickly and appreciate our professionalism. Hello, you will receive my fax soon. After the fax is sent, remember to ask the customer whether it is received, complete and clear.
(1 1) favorite drinks and tea
Drinks and tea can supplement our physical strength and nourish our voice, and keep our voice loud and clear. Even if we call 100 every day, customers will still hear friendly, cheerful, confident and enthusiastic voices.
(12) mobile phone
Although it is not needed at work, contact at any time after work or at other times for the convenience of customers.
The third measure is to have a deep understanding of the products or services sold.
In the process of telephone business, only if you know your own products or services like the back of your hand can you really serve your customers and win their recognition. The specific product or service knowledge you should know is as follows:
(1) Understand the advantages of the product or service.
A customer chooses a product or service because he uses it to solve some of his problems. What he needs is the advantage of the product or service, that is, its function.
(2) Understand the product composition, production process or service content.
What ingredients does our product contain? What kind of manufacturing process is it? What is the specific content of our service?
(3) Know the price of products or services
We should not only know the market price of a product or service, but also know its reserve price and what is the lowest price for customers, so that when talking with customers, we can avoid the embarrassment caused by not knowing the price.
(4) Understand the packaging, transportation and settlement methods of products.
Explain the packaging of products on the phone, effectively shape the value of products with customers and help us establish more effective persuasion.
Knowing the delivery method of products can let customers know when to get the products and enhance their trust.
(5) Understand the settlement method of products or services.
Know the settlement method of products or services.
(6) Understand the products or services of similar competitors.
Only by knowing the products or services of competitors can we help us conduct effective customer analysis and help customers make effective comparisons. But you must not criticize your competitors on the phone, you can only make an analysis.
(7) Understand the shortcomings of products or services.
Every product or service will have defects and deficiencies. Failure to speak frankly about the shortcomings of products or services will make customers feel that we are sincere, give us the opportunity to establish and maintain customer relationships, and let customers become good "propagandists" of our products. More importantly, customers will introduce us.
(8) Understand after-sales service
As a telephone operator, we should know more about whether our products or services are marketable. Every company may have a new service system, so that we have a good customer base.
(9) Understand the trend of products or services.
We should have a complete understanding of the knowledge of products or services and their development trends, which will help us to provide expert consultation for every customer. If we have this ability today, we will have a strong appeal to our customers.
The fourth measure is the collection and screening of customer information.
(1) Consult various compiled materials.
These compilation materials mainly include: statistical data, catalogue data, newspaper data, etc.
Statistical data refers to the statistical investigation reports of relevant state departments, statistical investigation data published in newspapers by trade associations or competent departments, and statistical investigation data published by trade groups.
Directory information refers to various customer directories, alumni directories, member directories, association directories, employee directories, who's who, telephone yellow pages, company yearbooks, enterprise yearbooks, etc. These can be consulted directly from the library.
(2) Reading newspapers and magazines
There are a lot of information and materials in newspapers and magazines, whether comprehensive or industrial, such as various advertisements, relocation news, relevant personal information, industry trends, peer activities, international industry information and so on.
This information provides clues to contact potential customers. If we see valuable news about our potential customers in the masthead and newspaper corner, we might as well keep a copy for ourselves, then back it up and send it to this potential customer, and attach "I saw your information on the news, and I am doing business locally, hoping to run into you." At the same time, attach your business card to the letter.
(3) With the help of the Internet
Internet has become an indispensable tool for communication, consulting all kinds of materials and publishing information in today's society. Almost all the information we need (customer information, big company information, industry classification information, etc.). ) on the internet.
(4) Through your relatives and friends
Although our relatives and friends will not become our customers, we still have to contact them. The rule of finding potential customers is not to assume that someone can't help us establish business relations. They are not potential customers, but the people they know may be our potential customers. So don't be afraid to find them.
Porsche, the world-famous master of automobile design, was once sold a million-dollar automobile insurance policy. After the news came out, one of his insurance friends rushed to Porsche to criticize: "You are so boring. I'll drive your Volkswagen. Why didn't you inform me if you wanted to sell insurance? "
Hearing this, Porsche said firmly, "I recommend you to drive a Volkswagen, but you never asked me to insure our company." .
Depend on parents at home and friends outside. As long as you seize every possible opportunity, luck will come at any time.
(5) Get in touch with potential customers
After collecting enough information about potential customers, the next step is to screen them. We can pay a strange visit to these potential customers by phone first. If you can't make it clear on the phone, you can send a fax, so that we don't have to worry about the other party hanging up suddenly, and we can also send images and forms.
E-mail is the latest contact method, which can send emails to many potential customers at the same time. In our email, you can specify your identity, the characteristics of the company's products, as well as the price, service and other content. But the content should be as brief as possible so that the other party can reply as soon as possible.
Making and using telephone scripts.
There is an inspirational saying in the telephone industry: you can never expect a taxi.
Why? This is because the caller is sometimes more prepared than the person who answers the phone.
Language preparation, first of all, script design.
(1) defines the purpose of the call.
The purpose of calling is very simple, that is, why the telemarketer calls the customer and what kind of results he wants from this call.
As for why the telephone operator calls the customer, the possible reasons are: the telephone operator may want to judge whether this customer is his target customer; I want to confirm whether the other party has received the information from the enterprise, and I want to find the main person in charge of the products I bought; Want to further clarify the needs of customers and so on. After considering the reason for calling, the telephone operator should be clearly aware of what this call can bring to sales.
The specific purpose of telemarketers should also include the following five principles.
① Timeliness
Our phone call must have a specific time. When will the customer take these actions? For example, does the customer want to sign this order with me, today, tomorrow or three months later? I want to have a clear concept of this.
② Detailed.
The customer wants to sign the bill with me. how much is it?
3 true.
I want to make this phone target according to the actual situation. This goal must be achievable, not castles in the air. I've judged it carefully.
④ From the customer's point of view
It is a customer-centric goal, that is, after the call is completed, it is the action that the customer wants to take, not the action that I want the customer to take.
⑤ Alternative target
There must be alternative goals. Because we can't guarantee that we can achieve the first goal, and when our goal is not achieved, if there is no alternative goal, we may not know how to tell our customers again.
Telephone target is very important, it can make salesmen concentrate on the telephone target, prepare other things to accomplish this goal, and at the same time, it can also enhance the confidence of operators because they know what they should do.
However, we will realize that every business transaction can not be completed in one call, which requires telephone salesmen to contact customers many times to make clear what role each call plays in the whole sales process, that is to say, where the completion of each call is in the whole sales process, and we can make clear the concrete and macro aspects of each call in a simple way.
(2) Prepare questions to ask.
In the eyes of many people, telephone operators should talk to customers in the course of business, and some telephone operators hold this concept. As soon as they pick up the phone, they begin to say how good my product is, how effective it is, and so on, so that customers can hear it in the clouds. This is a misunderstanding. Successful telemarketers must talk less than customers in the sales process. According to statistics, the best situation is that customers speak 70% and salespeople speak 30%, and the best way to make customers talk is to ask questions and let customers talk more. It can be seen that asking questions is an important factor in promotion. But the question of preparation must conform to the established goal of this call.
After several times of communication with customers, customer Mr. Sun is very interested in the products recommended by Xiao Li. This phone call is another communication between Xiao Li and the customer.
Xiao Li: "Hello, is Mr. Sun there?
Customer: "This is me.
Xiao Li: "Mr. Sun, this is Xiao Li from Gaotang Company. You recently wrote to inquire about AH products. I am very happy to introduce our product to you and how it will help your company. " Is it convenient for you to talk now?
Customer: "Yes, just say it.
Xiao Li: "Mr. Sun, can you tell me about your advertising products now?" Why do you want to know about our products? "
"We let our employees operate the advertising machines themselves. They always make a mess and many machines are damaged. So I know the manufacturer of AH products ...
"Mr. Sun, we are sure to satisfy all employees of your company and provide installation and maintenance services. But can I make a suggestion?
Customer: "Of course.
Xiao Li: "If it's convenient for you, I'll visit in person and explain it to you in detail. You can have a clearer understanding of our company and our products, which is not easy to make clear on the phone. What do you think of this?
Customer: "How long will it take?
Xiao Li: "It won't take more than 30 minutes. If possible, I'll call later or tomorrow to see when it is convenient for you.
Customer: "I think 3 o'clock tomorrow afternoon will be fine."
The prepared questions must conform to the following principles:
(1) The problem should be related to sales (rambling problems can only bring more trouble);
Make sure you talk less than your customers;
(3) Ask questions in a euphemistic tone;
(4) Ask some obvious questions first to make the other person feel relaxed and facilitate the conversation. When the other party shows needs and concerns, you can make the question more clear, and be careful not to ask some natural questions, because such questions are simply insulting the IQ of customers;
⑤ Listen carefully to the answer. Customers' answers can lead us to ask more questions.
Generally speaking, the common problems are as follows.
Can you talk about your whole idea?
Can you talk about your specific requirements for this product? Why are these important to you?
What kind of product best meets your requirements?
Who are these products for?
Why do you have the idea of buying now?
When does it best meet your requirements?
……
(3) Imagine the questions that customers want to ask.
On the first day of reporting to a big company, a telephone operator was sent to the factory to familiarize himself with the production process, which puzzled the employees who just entered the company. In fact, such an arrangement is necessary. Assuming that there is no such training, this may happen:
When she got through the first call, the customer asked her on the other end: What does your company do? "The telephone operator was speechless, because she really didn't know what the company did, so she had to hang up quickly.
Therefore, telemarketers should think about whether they don't know how to answer customers' questions before making every call. If there is, go and find it.
Generally speaking, customers usually ask the following questions:
Do you have such products? ...
What's the difference between your type A and B?
How is the service in your?
What is the price?
When can we deliver the goods?
What should I do if the product has quality problems?
……
In fact, many questions raised by customers are often related to the company where the telemarketers work, the products and services of the company, the competitors of the company and the industry in which the company works. With careful preparation and good training, the above situation can be avoided.
(4) Make a memo about the conversation.
We regard ourselves as customers and are talking to the telephone operator. If we ask a question, the operator says, "Just a moment, please. I'll check the information and be right back." Then, we began to wait. Will we wait forever? Of course not. The questions raised by customers are often related to companies, products or services, industries and competition. Sometimes, if there is too much information and changes too quickly, the telephone operator can't write it down.
So you need to prepare a memo, the content can be measured by 5W and 1H:
When?
Who is the target?
Where is it?
What's this
Why?-Why?
How to proceed?
Before making a phone call, we put aside the memo and make it while answering the phone. This is the principle of business telephone. Therefore, beside the telephone, you should prepare the post-it notes and tools that you will use at any time in advance. Because of the importance of making memos, if you don't prepare in advance, once you want to use them, let the other party wait, and then rummage through the drawers to find memo paper, which not only exposes the weakness of inefficiency, but also makes the other party wait for a long time.
(5) Imagine what might happen and make a decision.
There is an example: a telemarketer has been looking for a customer for a long time and can't find it. This time he called the customer's mobile phone and got through.