Telemarketing Killer: The Two-Way Nature Of Communication

What is the process of telemarketing? Some people say that it is a persuasive process; some say it is an introduction process; others say it is a service process; others say it is a process that allows the other party to accept it. There are no mistakes in this regard, some emphasize results, some emphasize attitudes, others emphasize initiative. I think telemarketing is a process of communication. Then what is communication? First of all, communication is a verb. We communicate and communicate, meaning we talk. But the meaning is not exactly the same. Communication generally refers to the two sides of the main body. If the third party is generally negotiated or mediating, the main body will be more roundtable meetings. So telemarketing is more suitable for communication, because the main body of telemarketing is only two sides, of course, there will be monitoring staff, but they will not participate in the actual process of telemarketing. Therefore, I mainly emphasize the two-way nature of communication in this article. Telephone marketing, as a marketing mode favored by many enterprises in recent years, is an effective marketing mode that has been proved by the market. But the pain is only known by telemarketing frontline staff. Consumers are getting more and more powerful antibodies, making communication increasingly difficult. There are ten thousand reasons why you want to turn down one thing, and if you accept one thing, you may need only one reason. So the success rate of telemarketing is generally not more than 3%, which is very normal. After setting up such a belief, we will analyze the real reason for customer refusal. First, there is no demand. Of course, there is no absolute way, just like selling comb to monks and men selling sanitary napkins. It should be said that marketing is controllable, but it is difficult to control. As a marketing person, you should look for the most easily controlled marketing plan. Customers refuse you if you don't need it, then you don't have to force it, because there are many other potential customers waiting for you. If you spend time and experience on this customer, you may lose more. Our representatives, who represent sales customers, have encountered such customers. They have money and cars, but they do not need a car wash card. Because they are the leaders of the units, there are many flattering hands willing to wash the car for the leaders. Of course, if we spend some money on the card, we can still sell it to the customer, but we still refuse it because it will outweigh the gains. Second, I have had unpleasant experience. Once bitten by a snake, ten years shy of a well string, this is the general psychology of people. It is difficult for a consumer to reverse a brand or a shopping experience in a short time. I have had such an experience myself. A few years ago, I once received a nameless letter from China Mobile. It said that I used a mobile number for more than a thousand yuan, so that I could pay the bill immediately, and I had my ID card on it. This makes me puzzled, because I have never used a mobile card. I think maybe someone has opened this business with my ID card photocopy. But who can be sure that the copy of his ID card is not lost? Another possibility is that someone is using fraud. But anyway, since then, I have never handled a mobile phone card. Third, the demand is not clear. Every day, new products come out and are launched by old products every day. In many cases, consumers are not clear about their needs, so they don't know whether to buy the product or not. For example, outsourced call centers, people who know the call center know their flexibility and availability. He can do telemarketing, data cleaning, telephone survey, telephone solicitation, opportunity mining and so on. It can improve efficiency and create wealth for enterprises. It can be said that this industry with powerful functions has only 10 years of development in China, and many enterprises have never heard of or even heard of the call center. They first thought of 110, 114, 112 and so on. And we should treat similar customers as potential customers. Guide appropriately. Fourth, habitual refusal. When someone sells products to us, the first thing we think of is to refuse. This is an answer to insurance. Because of rejection, we can also choose to buy it back, and once we accept it, it is more difficult to choose to refuse. Fifth, accidental factors. People are easily influenced by their emotions. When you are in a good mood, you will find it easy to sell. When you are in a bad mood, you will find that even selling the products that you need most will come to grief. Of course, these are all typical refusal psychology. There are many others. How can we improve the success rate of telemarketing? Here, I would like to introduce three effective strategies for communication. This is the best trick to ask questions. We must make customers speak when we do telemarketing. Once customers are willing to talk with you, you will be half successful. The best way to let others talk is to ask her questions so as to achieve common purpose. Of course, you can not always ask him to answer, you have to find a way to let customers ask you questions. If he doesn't ask, you can ask him to ask, "do you see if I introduce you clearly? Do you have any questions?" It is better to ask questions when choosing questions, which can increase interaction and help customers make decisions. "Are you speaking inconvenient now?" Do you think I'll call you tomorrow morning or afternoon? " Of course, the ways and means of asking questions can be further studied and explored. The second trick is to relax your mind and regard customers as acquaintances. Everyone is willing to talk with people they are familiar with. Some acquaintances here are experienced acquaintances, some refer to psychological acquaintances. Some customer service representatives are very strong in affinity and are very skillful in speaking. Whenever she calls others, they like to communicate with her, because she talks as if she is talking to a friend, and sometimes jokes or even laughs. Others feel that it is easy to talk with her. The psychological distance is so close that it's easier to sell products. The third step is to help customers make decisions. "You order one, I will place an order for you", "you buy one". Don't belittle the role of this sentence, let alone feel embarrassed, because this is the purpose of our telemarketing. Many people will seek advice from others when they buy products, and when they are faced with you in telemarketing, they will not be able to face others, so you are going to help him make a decision. The last half trick was to laugh.