Telemarketing Telemarketing

Presented by:Presented by:

Jawariya ShehzadiJawariya Shehzadi

Direct MarketingDirect Marketing

• DefinitionDefinition– One-on-one communication in One-on-one communication in

which offers are tailored to the which offers are tailored to the needs of narrowly defined needs of narrowly defined segments.segments.

– Seeks a direct, immediate, and Seeks a direct, immediate, and measurable consumer response.measurable consumer response.

– Can take many different forms.Can take many different forms.

Forms of Direct Forms of Direct Marketing Marketing

Telemarketing

History of TelemarketingHistory of Telemarketing •In the 1950s, Dial America marketing,Inc  became the first company completely dedicated to inbound and outbound telephone sales and services.• The company, spun-off and sold by Time,Inc.magzine in 1976, became the largest provider of telephone sales and services to magazine publishing companies. •The term telemarketing was first used extensively in the late 1970s to describe Bell System communications which related to new uses for the outbound WATS and inbound Toll-free services.

TelemarketingTelemarketing

The act of selling, promoting a product or service over the telephone.

Types of Types of TelemarketingTelemarketing

InboundInbound

Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient.

Marketers’ facilities and invitations to prospects to call a central location or long distance number or by toll-free, 800 or fixed cost 900 number.

OutboundOutbound

Scope of Scope of TelemarketingTelemarketing

•Selling•Setting qualified appointment•Generating leads•Surveys•Providing customer services•Advertising•Pursuing collections

Scripts and Telephone Scripts and Telephone Marketing Marketing

The practice of using the telephone to engage in selling, promotion, market research, etc.

Script is very from call-by-call basis but it requires frequently necessary

Perfect telemarketing script Perfect telemarketing script

Few points must be consider while Few points must be consider while creating a perfect marketing scriptcreating a perfect marketing script

•Capture people attention Capture people attention ImmediatelyImmediately•Keep it shortKeep it short•Write down your telemarketing scriptWrite down your telemarketing script•Express excitement to your Express excitement to your product/servicesproduct/services•Try to subtly encourage the Potential Try to subtly encourage the Potential Client to closeClient to close•Mitch CarsonMitch Carson

Scripts Examples Scripts Examples

•Hello[MR.mrs] _____.this is_____calling with [YOUR COMPANY NAME]with important information you need to know.•Hello[MR.mrs] _____.this is_____calling with [YOUR COMPANY NAME] and I have great news about [SUBJECT OF CALL]•Hello[MR.mrs] _____.this is_____calling with [YOUR COMPANY NAME] and we’re calling people in [CITY OF PROSPECT] to find out if you’ve heard about[CURRENT EVENT]

Example of SUBJECT OF CALL…”and I have great news about your…mortgage rates…the cost of electricity ….your car…

For CURRENT EVENT, choose a popular topic that in same way can eventually relate to your product and/or the…

Telemarketer must know these things before attending call

Call FlowchartCall FlowchartLOCATE CONTACT

NO FUTURE NEED OR BUDGET

FUTURE NEED FOR NON-PROMO PRODUCTS

CLOSE

POSTCLOSE

KEY BENEFITS

SPECIFIC PROGRAM NEEDS KNOWN

DERTERMINE POTENTIAL AND QUALITY

DECISION MAKER?

INTRODUCTION

DETERMINE BUYING CYCLE.SEND IT,END CALL

BUDGETED FOR PURCHASING WITHIN 90 DAYS?

•SALE ON PHONE•PREVIEW•SPECIALIST TO CALL•SENDING CATALOG•SEND IT

•RESEARCH DATA•FUTURE NEED

YES

NO

•DETERMINE PROGRAM NEED

•IDENTIFY SELF FROM VIDEO•PRODUCT INFORMATION

•ASK FOR PROPER CONTRACT

•PRESEDENT•DIRECTOR OF TRANING•DIRECTOR OF MARKETING•DIRECTOR OF HUMAN RESOURCES

•HIGHEST QUALITY CONTACT•COST EFFECTINE

Telemarketing TipsTelemarketing Tips

1. Know the purpose of your call in advance. (Before placing a call, have a clear and specific objective or purpose of what you are trying to achieve.)

2. Prepare a list of questions which need answers. (To stay on track and meet your objective, prepare a list of questions prior to your call.) 

3. When you don't have an obvious contact point, Purchasing, Investor Relations or the President's office are all good places to begin.

4. Take advantage of the corporate hierarchy. When being referred from a higher level person (such as the President or their office) to a lower level person, use the higher person's name or office to lend credibility and importance to your request. For example: "Mr. Smith's office referred me to you regarding ...." 

5. Ask for permission to speak. (After briefly introducing yourself and your company, ask for permission to speak, before explaining the reason for the call.) 

1.1.

6. Set up a telephone appointment.6. Set up a telephone appointment. (If the person  (If the person sounds busy, make an appointment by asking when sounds busy, make an appointment by asking when would be a good time to schedule a call.) would be a good time to schedule a call.) 7. Use the optional choice methodology.7. Use the optional choice methodology. (Ask which is  (Ask which is better, Monday or Tuesday? Morning or afternoon? Ten or better, Monday or Tuesday? Morning or afternoon? Ten or eleven a.m.? The result will be a person who is expecting eleven a.m.? The result will be a person who is expecting the call.) the call.) 8. Listen to what is going on in the background.8. Listen to what is going on in the background. (If a  (If a phone or distraction occurs in the background, politely phone or distraction occurs in the background, politely inquire whether or not that situation needs to be dealt with inquire whether or not that situation needs to be dealt with and offer to be placed on hold. This shows respect for the and offer to be placed on hold. This shows respect for the other person and is greatly appreciated.) other person and is greatly appreciated.) 9. Practice the Q/A/F/Q technique.9. Practice the Q/A/F/Q technique. (Ask a Question. Wait  (Ask a Question. Wait for an answer. Feedback what was said to you to be sure for an answer. Feedback what was said to you to be sure you have a clear understanding of what was said. Finally you have a clear understanding of what was said. Finally ask another Question to direct the conversation into the ask another Question to direct the conversation into the area where you want it to go. The person asking the area where you want it to go. The person asking the questions controls the direction of the call.) questions controls the direction of the call.) 10. Finally - and most importantly -is to be persistent 10. Finally - and most importantly -is to be persistent in your quest.in your quest. (If you remain persistent, you will most  (If you remain persistent, you will most likely find the person who has the information you seek or likely find the person who has the information you seek or who is in a position to acquire your products and services.who is in a position to acquire your products and services.

• Telemarketing and Print advertisingTelemarketing and Print advertising

• Telemarketing and the Yellow PagesTelemarketing and the Yellow Pages

• Telemarketing and CatalogsTelemarketing and Catalogs

• Telemarketing and Direct mailTelemarketing and Direct mail

• Telemarketing and Television AdvertisingTelemarketing and Television Advertising

• Telemarketing and RadioTelemarketing and Radio

Integrating Telemarketing Integrating Telemarketing with other mediawith other media

Telemarketing and the Yellow Telemarketing and the Yellow PagesPages

Address:Address: PSO House, Khayaban-e-Iqbal, PSO House, Khayaban-e-Iqbal, CliftonRoad,Clifton, Khi.CliftonRoad,Clifton, Khi.

Telephone no: +92-800-03000Telephone no: +92-800-03000

Firm begins the program at a Service Firm begins the program at a Service bureaus and then transfer the effort bureaus and then transfer the effort in-house.in-house.

Every situation is unique and requires a Every situation is unique and requires a review of the needs and requirements review of the needs and requirements of the firm to determine the of the firm to determine the advantages and disadvantages.advantages and disadvantages.

Services Bureaus versus Services Bureaus versus In-house Telephone In-house Telephone OperationOperation

Advantages of Service Advantages of Service BureausBureaus

• production-oriented operation that production-oriented operation that specialize in handing high call volumes.specialize in handing high call volumes.

• Handing incoming telemarketing in Handing incoming telemarketing in response to a new television response to a new television campaign/direct response program.campaign/direct response program.

• Low initial investmentLow initial investment

• Fixed operating cost Fixed operating cost

• Quick startQuick start

• Time flexibilityTime flexibility

Disadvantages of Disadvantages of Service BureausService Bureaus

• Lack of direct controlLack of direct control

• Lack of direct securityLack of direct security

• Lack of employee loyaltyLack of employee loyalty

• Mass market approachMass market approach

• Caliber of personalsCaliber of personals

Narrow role of in-house operations.Narrow role of in-house operations.

Firm selling product where highly Firm selling product where highly confidential information involveconfidential information involve

Every situation is unique and requires a Every situation is unique and requires a review of the needs and requirements review of the needs and requirements of the firm to determine the of the firm to determine the advantages and disadvantages.advantages and disadvantages.

In-house Telephone In-house Telephone OperationOperation

The Law of THIRDSThe Law of THIRDS

• 300 phone calls = 100 contacts.300 phone calls = 100 contacts.

• 100 contacts = 30 new suspects.100 contacts = 30 new suspects.

• 30 suspects = 10 new appointments.30 suspects = 10 new appointments.

• 10 appointments = 3 solid prospects.10 appointments = 3 solid prospects.

• 3 Solid prospects = 1 SALE!3 Solid prospects = 1 SALE!

Don’t give up!Don’t give up!

• 80% of all sales are made after the 5th sales call.80% of all sales are made after the 5th sales call.

• 48% of the sales people give up after the first 48% of the sales people give up after the first attempt.attempt.

• 25% more give up after the second attempt.25% more give up after the second attempt.

• 12% more will give up after the 3 attempt.12% more will give up after the 3 attempt.

• 5% more will give up after the 4 attempt.5% more will give up after the 4 attempt.

• ONLY 10% OF ALL SALES PEOPLE WILL ONLY 10% OF ALL SALES PEOPLE WILL COMPETE FOR THE BUSINESS!COMPETE FOR THE BUSINESS!

Handling ObjectionsHandling Objections

Tips:Tips:• Be relaxed,

objections are natural

• Don’t be defensive

• Work on a positive attitude

• Smile!

Steps:Steps:

• Pause after the objection

• Listen carefully

• Ask questions

• Get clarification

The BIG “6” objectionsThe BIG “6” objections

• I’m way too busyI’m way too busy

• I’m not interestedI’m not interested

• We have no needs right nowWe have no needs right now

• You’d be wasting your timeYou’d be wasting your time

• I already have oneI already have one

• Send me some informationSend me some information

““I’m WAY too busy”I’m WAY too busy”

• Have I called at a bad time? Have I called at a bad time? When would be a better When would be a better time?time?

• I understand, should I call I understand, should I call back this afternoon?back this afternoon?

• I know how you feel, my I know how you feel, my schedule is very tight too. schedule is very tight too. Should I’ll call you tomorrow Should I’ll call you tomorrow or is the day after better?or is the day after better?

• Are mornings or afternoons Are mornings or afternoons better for you?better for you?

““I’m not interested”I’m not interested”• I understand how you feel, I understand how you feel,

I wouldn’t expect you to I wouldn’t expect you to be interested in something be interested in something you knew little about, you knew little about, that’s exactly why we that’s exactly why we need to meet!need to meet!

• What exactly aren’t you What exactly aren’t you interested in?interested in?

• You owe it to yourself to You owe it to yourself to see what we have to offer.see what we have to offer.

““We don’t have any We don’t have any needs…”needs…”• You may be right! However You may be right! However

many of the people I meet many of the people I meet with find the solutions we with find the solutions we offer fill need they didn’t offer fill need they didn’t even know existed!even know existed!

• With the dawning of a new With the dawning of a new age of digital equipment age of digital equipment the advances in the advances in productivity alone are productivity alone are worth investing 15 minutes worth investing 15 minutes of your time to see what of your time to see what we can offer you.we can offer you.

““You’d be wasting your You’d be wasting your time”time”

• I’m glad you value your I’m glad you value your time, I wouldn’t waste a time, I wouldn’t waste a minute of it. If after 10 minute of it. If after 10 minutes you don’t agree minutes you don’t agree that we have something that we have something to talk about, we’ll shake to talk about, we’ll shake hands and part friends.hands and part friends.

• Our products are Our products are designed especially to designed especially to save you time….that’s save you time….that’s precisely why we need to precisely why we need to meet.meet.

““I already have one”I already have one”• Excellent, then you know Excellent, then you know

what kind of an impact what kind of an impact they can have in your they can have in your office.office.

• That’s exactly why we That’s exactly why we need to meet. If your like need to meet. If your like most of the people I most of the people I meet with they have no meet with they have no idea of the kinds of idea of the kinds of applications that are applications that are available with today’s available with today’s newer technology.newer technology.

““Send me some Send me some information”information”

• Excellent idea! So that the Excellent idea! So that the information I send you will be information I send you will be of some value, what kind of of some value, what kind of equipment are you currently equipment are you currently using?using?

• What information specifically What information specifically were you interested in? were you interested in?

• Some people use that old stand Some people use that old stand by just to get off the phone, I by just to get off the phone, I know your not one of those, so know your not one of those, so what did you want me to send what did you want me to send you?you?

Tricks of the tradeTricks of the trade(Or Key phrases to answer objections)(Or Key phrases to answer objections)

• I can hold while you check.I can hold while you check.

• I’m sure you get hundreds of calls just like mineI’m sure you get hundreds of calls just like mine

• I’m just trying to earn the right to your future I’m just trying to earn the right to your future business.business.

• What specifically did you want………What specifically did you want………

• Tell me more about that……Tell me more about that……

• Are mornings or afternoons usually better for you?Are mornings or afternoons usually better for you?

• Oh, just one more thing.Oh, just one more thing.

SummarySummary

• Be prepared and brief.Be prepared and brief.

• Set short term goals.Set short term goals.

• Give as little Give as little information as possible.information as possible.

• Don’t be defensive.Don’t be defensive.

• Use reference selling.Use reference selling.

• Give the purpose for Give the purpose for your call.your call.

• Speak 1/3 slower than Speak 1/3 slower than normal speech.normal speech.

• Smile.Smile.

• NeverNever give them an give them an easy “out”.easy “out”.

• Choose your words.Choose your words.

SummerySummeryQ & AQ & A