The key is the sharing and exchange of practical experience. The book is full of concepts, and it needs a lot of practical experience to really use it.
It is said that entering Harvard University has to go through three levels: first, academic performance must reach the standard; Second, physical quality and moral quality should meet the standards; The third and most difficult level is that on the first day of school, the academic director of the school will sit at the school gate with a chair, a cup of tea or a newspaper and ask the freshmen one last question: "Please give me a surprise in 30 seconds!" If the freshmen fail to register, even if they pass the first two items, they will miss Harvard University.
"Surprise in 30 seconds" examines a person's keen wisdom, which is often needed in life, and the ability to solve problems instantly is even more needed as a telemarketer. Because the resources available to telemarketers are very limited, they can only solve all the problems by one phone in a limited time. Unlike face-to-face sales, business people can mobilize many tools to achieve the purpose of sales.
Within about 30 seconds after the call is connected, the success of the opening remarks at this time will directly affect whether the conversation can continue. If it is rambling, it is reasonable to be finally "swept out of the house".
"30 seconds to catch each other's attention" has become the basic practice of every telemarketer. How to do this? This section will provide six methods for telemarketers to refer to.
First, the request for help law
For example:
Telephone salesperson: Hello, Manager Li, I'm from XX Company, and I want to trouble you with something! Or there is something I want to ask you for help!
Guest: Be my guest!
Under normal circumstances, when asking for help from the other party at first, the other party is embarrassed to flatly refuse. The telemarketer will have a 100% chance to continue talking to the operator.
Second, the third party introduction method
For example:
Telesalesman: Hello, is this Manager Li?
Guest: Yes.
Telesalesman: I'm a friend of XX. My name is XX. He introduced me to you. We just got a call the other day. On the phone, he said that you are a very amiable person, and he has always appreciated your talent. Before calling you, he must tell me to say hello.
Guest: You're welcome.
Telesalesman: Actually, XXX and I are both friends and customers. After he used our products a year ago, the company's performance improved by 20%. After verifying the effect, his first thought was you, so he asked me to call you today.
After the transition through the "bridge" of the "third party", it is easier to open the topic. Because of the "friend introduction" relationship, it will virtually relieve the customer's sense of insecurity and vigilance, and it is easy to establish a trust relationship with customers. However, if the skills are not used properly, it will easily lead to the following results:
Third, the herd effect method.
On the prairie, when herds of cattle run forward together, they must run in one direction regularly, not in all directions.
Applying this phenomenon in nature to human market behavior produces the so-called "herd effect method", that is, by proposing that "several large companies belonging to the same industry as the other company" have taken some actions, so as to guide the other party to take the same action.
For example:
Hello, Mr. Wang, this is XX from XX Company. We specialize in telemarketing training. I'm calling you because many domestic IT companies, such as Dell, UFIDA and Kingdee, sell their products through telemarketing. I'd like to ask if your company uses telemarketing when selling products. ……
When telemarketers introduce their products, they will tell customers that the top companies in the same industry are using their products, and then the "herd effect" will come into play. Through the use of their own products by the first few large enterprises in the same industry to stimulate customers' desire to buy.
Fourth, stimulate interest method.
This method is most commonly used in opening remarks, and it is also convenient and natural to use. There are many ways to arouse each other's interest. As long as you observe and explore carefully, the starting point of the topic is easy to find. See the following case for details.
For example:
John savage is a lifelong member of the American Million Round Table Association and the author of the best-selling book Highly Sensitive Marketing. He was awarded the title of "the greatest life insurance salesman" by Oxford University. On one occasion, he called Mr. Qiang Sen, a professor at Columbia University, and his opening remarks were as follows:
John Savage: "The philosopher Bacon once had a quip for a scholar. In using materials, he compared scholars to three kinds of animals. The first kind of people are like spiders, whose research materials are not found from the outside, but spit out from their stomachs. This kind of person is called a spider-like scholar; The second kind of person is like an ant, accumulating materials but not using them. This kind of person is called an ant-like scholar. The third kind of people, like bees, collect the essence of flowers and brew them carefully. This kind of person is called a bee scholar. Professor, according to Bacon's metaphor, what kind of scholar do you think you belong to? "
This question made Tan Xing thick and eventually became very good friends.
Five, clever use of "Dongfeng" method
During the Three Kingdoms period, Zhuge Liang was able to burn hundreds of thousands of Cao Cao's troops in Battle of Red Cliffs with the help of the east wind. If telemarketers can keenly find the "east wind" around them and borrow it, they can often play the role of "four or two".
For example:
Bing Bing is a telemarketer of G, a large domestic travel company. Her job is to recommend tourist service cards to customers. If customers use this card to get stuck in hotels and fly, they can get a discount. This card is free, and her task is to make customers fully realize what benefits this card can bring to each other, and then use it, so as to generate performance. It happens that she has the customer information of Chengdu Airport. Let's see how she gets to the point.
Telesalesman: Hello, is this Manager Li?
Guest: Yes, what is it?
Telesalesman: Hello, Manager Li, this is the customer service department of Sichuan Airlines. My name is Bingbing. The main reason for calling you today is to thank you for your support to Sichuan Airlines. Thank you!
Guest: Nothing!
Telesalesman: In order to thank the old customers for their support to our company, the company specially sent a gift to express its gratitude. This gift is a discount card, which can give you the opportunity to enjoy discounts whether staying in a hotel or flying in the future. This card was jointly launched by Sichuan Airlines and G Company, and issued by G Company. What is the detailed address of Manager Li? We will send it to you as soon as possible.
Client: Chengdu, Sichuan Province ...
Sixth, old customers pay a return visit.
Old customers are like old friends. They will have a very cordial feeling when they say it, and the other party will basically not refuse.
For example:
Telesalesman: Hello, Mr. Wang, this is Xiao Shu from G Travel Company. You booked a hotel with our membership card six months ago. Today, I am calling to thank you for your consistent support for our work. Besides, I want to trouble Mr. Wang. According to our system, you haven't used it in the last three months. I would like to ask, is the card lost or what aspects of our service are not in place?
Manager Wang: I accidentally lost it last time.
Anyone engaged in sales knows that it takes three times more time to develop a new customer than to maintain an old one.
According to the survey results of authoritative survey institutions, under normal circumstances, the customer churn rate will be around 30%. In order to reduce the customer churn rate, it is necessary to establish a relationship with customers through frequent return visits, thus causing customers' desire to buy again.
Under normal circumstances, telemarketers can cross-sell when they pay a return visit to customers, and introduce more products to customers for their choice. Telephone salesmen should pay attention to the following points when visiting customers:
1. First of all, we should thank our old customers when we pay a return visit.
2. Consult old customers about the effect after using the product;
3. Ask the old customers why they didn't use the products again;
4. If there is anything unpleasant in the last transaction, you must apologize;
5. Ask old customers to give some advice.
As mentioned in this section, "stimulating interest" is a widely used method. In addition to the above methods, there are some methods:
(1) Mention what the other person is most concerned about now.
"Hello, Mr. Li, I heard from your colleague that your biggest headache at present is that it is difficult for the company to recruit suitable people now, right?"
2 praise each other.
"Colleagues said you should be called. You are an expert in this field."
"I believe that your company's rapid development is inseparable from your personality charm."
(3) mention his competitors.
"We just cooperated with XX Company (the competitor of the target customer), and they thought our service was very good, so I decided to give you a call today."
(4) causing his worry and anxiety.
"Customers keep mentioning that the company's sales staff are easy to lose, which is really worrying."
"Many customers have mentioned that their customer service staff often receive some harassing calls, which are difficult to handle. How does Wang always handle this kind of thing? "
⑤ Mention the letter you sent.
"I sent you an important letter/email the other day ..."
"I sent you a letter, I'm sure you must have read it! ……"
⑥ bestseller
"Our product has just been launched for one month, and 10000 customers have registered ..."
"Many customers take the initiative to call me to go through the formalities ..."
⑦ Use specific numbers.
"If our service can improve your sales performance by 30%, you will be interested, right?"
"If our service can save your company 200,000 yuan every year, I believe you will be interested, won't you?"
Please refer to! !