My department has just been established. How to recruit more people and keep them? What I want to recruit is a telemarketing position.

The telephone itself is just a communication tool. To exert its great communication power, the key is to look at the ability and level of telemarketers. Many people think that telemarketers can improve their abilities through strict training as long as they have a good working attitude. In fact, the role of training is limited. If the people you recruit don't have the right quality, no matter how good the training is, it can't really improve your performance. Therefore, this chapter focuses on sharing what qualities telemarketers should have and how to recruit talents with these qualities through scientific and reasonable procedures, which are the basic conditions for exerting the power of telemarketing.

Main factors affecting sales performance

According to the investigation and statistics of authoritative organizations for many years, the main factors that usually affect sales performance include:

ability to sell

There is a story in Zhuangzi: A man caught a newborn eagle in the Ying Chao on the high mountain. He took the baby eagle home and fed it with the chickens at home. Therefore, this baby eagle always thought he was a chicken. Gradually, the baby eagle grew up and its wings became plump, and its owner had the idea of training it into a falcon. However, the host tried many methods, but none of them worked. Finally, I was so angry that my master threw the eagle off the cliff. The eagle began to fall straight like a fast stone. In a panic, it desperately mended its wings. In this way, it finally flew! From this story, we can see that this eagle has never discovered its flying potential before.

The so-called sales potential refers to the innate quality of doing sales work itself. Among the decisive factors of sales performance, more than 50% is important, that is, we often say that doing the right thing with the right person. Because sales are divided into many positions, including internal support sales, telephone sales, development sales, key customer sales and so on. Therefore, the sales potential is also related to the sales position. Different positions require different types of sales potential. It is not enough to believe in sales potential by artificial interviews and feelings. When necessary, professional testing tools should be used, such as Dierske, MBTI, CPQ, etc. It is best to have a special evaluation tool for telemarketing positions. So in a sense, the appropriate telemarketing is a confession. Below, we will take a representative evaluation tool as an example to illustrate what qualities a "telemarketing" post should usually have.

Product knowledge (product knowledge)

This is related to each enterprise's own business operation, of course, including the understanding of the market and competitors. The key depends on whether the sales staff can master it skillfully and use it flexibly in practice. General enterprises have specialized personnel who are responsible for training this content.

Sales skills (sales skills)

The so-called sales skills, that is, the professional skills you need to do sales, including common listening skills, tapping customer needs skills, personalized communication skills and so on. If you don't master these skills skillfully, you are not a professional salesperson. However, good sales skills do not necessarily mean that the results you get are good. As the society says, "there is no sales genius who sells everything to anyone", the performance must be the result of comprehensive factors.

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This is what we usually call a mentality problem. Some people can be spontaneous, or they are more frustrated and brave when they encounter difficulties. This is called self-motivation. Usually, such people can give themselves high marks.

But some people must be forced or encouraged to do things. It's called external motivation. If you want to be a successful person, you must change from "asking me to do it" to "I want to do it". The personality and ability factors involved in this aspect are the most complicated and difficult part of human nature. Jung, a famous psychologist, believes that it is difficult for others to change and motivate themselves for a long time only if we motivate ourselves. However, we can create a good incentive environment, such as providing a bright and spacious office environment for employees, and having appropriate leaders to help improve their abilities, including targeted training for outstanding employees. These methods are all important factors that can be used to influence employees' self-motivation.

Seven steps of self-motivation

1) I often ask myself this question: "am I enthusiastic about this job?"

2) Have a strong sense of mission-have one or more goals and stay focused. If you focus on your goal, excitement and enthusiasm will naturally arise. Setting effective goals (which must conform to the SMART principle, that is, concrete, clear, time-limited and measurable) and then achieving these goals is one of the most fulfilling methods in self-motivation.

3) Keep breaking your comfort zone-don't let the past be done in a certain way, so it must be done in this way now. The biggest feature of the sales profession is that you dare to challenge yourself, innovate constantly, set bigger goals constantly, and constantly challenge your limits, and you will find that you can do better.

4) treat every communication with customers as a good opportunity to learn again-take a period of time to reflect after each sale, recall the process just now, and think carefully about the following questions: where did you do well? What aspects should be done well, but not well? What are the new problems? What are you not aware of?

5) Failure and success are always inseparable-success can't be separated from repeated attempts. There are inevitably failures in attempts, and there are also seeds of success in failures. If you don't go through these inevitable processes, summarize the reasons for failure, and improve your behavior, you won't succeed.

6) You don't work for the boss, but for yourself-you are the most important person in the world, and your destiny is dominated by you, not by your boss or the company you serve. What you want depends first on what you want, and then on your actual actions. Paying will always pay off. Everything you get is the result of your efforts.

7) The most important thing is to act, act and act again!

Not everyone wants to motivate themselves all the time. If salespeople don't want to be promoted, they can't devote themselves to their work and study at all.

Sales process

Sales skills are the way for individuals to handle things, and sales process is a reproducible and standardized workflow, which shows the professionalism of companies and individuals, which is also known as SOP (standard operating procedure). Based on this, the company's sales staff know what to do and what not to do. Quick start is usually very helpful for new sales. In the "telephone direct selling system", the sales process also occupies a very important position. We will discuss this problem in the following article.

Selection steps of telemarketers

For the position of telemarketing, it is also important to pay attention to whether the salesperson has the appropriate sales potential and characteristics.

Different positions have different characteristics, and different sales tasks have different characteristics. According to the characteristics of the correct selection of personnel steps are:

Step 1: define the post roles and responsibilities;

The same is telemarketing, but different positions can be divided according to the needs of enterprises. For example, we are divided into active outbound and passive inbound according to the direction of business processing.

In active outbound call, it can be divided into "primary development" and "secondary development" according to business characteristics, in which "primary development" is responsible for upgrading the purchase quantity and frequency of customers from the state of unfamiliar customers to the first transaction stage to consolidate and strengthen customer loyalty; Incoming forms can be mainly divided into "order hotline" and "customer service". Among them, the position of "order hotline" is widely used in online shopping or TV shopping industry, which is mainly responsible for answering customers' calls, confirming customers' intentions through sales skills, tapping customers' other needs, recommending corresponding products, handling customers' objections and achieving sales targets. The post of "Customer Service" is mainly responsible for answering customer consultation calls (including pre-sales and after-sales services), technical support, handling customer complaints and after-sales services.

Outbound telemarketing inbound customer service

operating duty

1) is responsible for collecting customer information;

2) Be responsible for developing new customers by telephone;

3) Responsible for telephone follow-up and upward or cross-selling of customers;

4) Responsible for sorting and analyzing customer data; operating duty

1) is responsible for customer daily order service;

2) Responsible for customer consultation and answering;

3) Responsible for maintaining and further mining customer demand information;

4) Responsible for handling customer complaints;

Step 2: Use professional tools to test the sales potential;

Sexual orientation is innate, and it is also the innate gene and subconscious of human beings. According to Webster's dictionary. "Ability tendency" has the following four meanings:

1) tendency, tendency;

2) Natural talent;

3) learning ability;

4) overall ability tendency and suitability;

According to research, in the conditions of success, natural potential accounts for 38%-64%, and the average importance exceeds 50%. Sales potential can be scientifically evaluated, but it cannot be obtained through acquired learning or external conditions.

At present, the potential tools widely used in the world include CD-ROM, MBTI and CPQ. Some multinational companies, such as GE and IBM, have developed their own potential assessment tools in order to recruit more suitable salespeople for their enterprises. At present, all over the world, the tools for evaluating potential can reach the highest accuracy rate of 68%, and the tools for evaluating personality can reach the highest accuracy rate of 95%.

Because the standards of each test system are different, the following takes CPQ, an authoritative test tool applied internationally, as an example to explain what sales characteristics telemarketing positions usually need.

Step 3: Choose the right telemarketing with scientific interview process;

Selecting and hiring telemarketers with sales characteristics through scientific methods is a very important preparatory step for enterprises to form telemarketing teams.

The following is the general recruitment process and related interview points, which are described as follows.

1) resume screening and judgment

Usually, in the job description, we should not only write down the main job responsibilities, but also write down the requirements for the position. Look at the resume, mainly to see whether the applicant meets these basic conditions. So, what aspects should we focus on for general telemarketing positions?

1) Education: Basically, it is best to graduate from high school or junior college. This is because you have to face a lot of rejections every day when you are engaged in telemarketing, and you have physical problems sitting by the phone all day. Too high an education makes it easy to resist this kind of work. Unless you are going to do management, you are not suitable for first-line telemarketing above undergraduate level.

2) Age: Having worked full-time for more than two years after graduation, generally between 18-26 years old. It is not easy to be too old, because the older you are, the less willing you are to study, and it is not suitable for telemarketing. Therefore, if there are older candidates, it is necessary to examine their learning attitude; The younger you are, you need to check your job stability.

3) Gender: It depends on the products sold, but usually women are more suitable.

4) Location of home: According to statistics, the distance from home to the company is also an important factor affecting the stability of salespeople near and far. Unless the salesperson is willing to move closer to the company.

2) Initial test of telephone line

In addition to examining qualifications, telemarketing should also examine whether candidates have qualifications. Just like we want to select a long-distance runner, we must first test his "vital capacity". Because it is telemarketing, it is natural to listen to its performance in real telephone conversations. Therefore, after the resume screening, the online preliminary test should be conducted by telephone. Mainly investigate the following working conditions:

joint

Reaction sensitivity

Have affinity?

learning ability

Logic of thinking

Speak methodically

For example, clarity and affinity can be evaluated by answering questions on the phone, and responsiveness can be evaluated by asking stressful questions. Other reference assessment questions include:

1) Please briefly describe your current (or last) job?

This question can examine candidates' expressive ability and organizational ability.

2) What is your greatest sense of accomplishment? Where is the most depressing place?

This question can examine the examinee's reaction and logical ability.

3) What do you value most about this job at present?

This question examines whether you are self-motivated and self-motivated. It is best to pursue high income or high achievement, and like to influence or guide others.

4) Why do you want to apply for the job of telemarketing?

This question examines their self-awareness and understanding of telemarketing responsibilities.

3) Interview

I'll believe that when I see it. Face-to-face communication with candidates is the most critical step in the whole recruitment and selection process.

Face-to-face communication with candidates is mainly to examine the comprehensive quality and psychological quality of candidates, and some problems can only be found through face-to-face consultation. For example, whether the salesperson has a strong ambition, his emotional response to difficulties and so on. Generally, typical interview steps include the following steps:

The first step: the examiner introduces himself to let the candidates relax;

Step 2: Ask the applicant to make a brief introduction and talk about his work experience in depth. For the part you are interested in, you can communicate in depth what you need to know in your resume. Typical problems include:

1. What work related to telemarketing have you done before? What achievements have you made?

2. How long did it take you to achieve this achievement? How does your leader evaluate you?

Please describe the most difficult customer communication experience you have ever had? When did it happen? What caused it? What methods did you use later to improve your relationship with customers? What was the result?

4. How does your supervisor evaluate your performance?

5. Did you have a promotion record during your tenure? What is the reason for the supervisor to promote you? How many people competed for this position at that time?

6. Among the following options, what do you like best when you choose the position of telemarketing?

A ... high-income opportunities to make money B. A sense of accomplishment C. Professional training provided

D. Friendly working environment E. Career development space

Note: When looking for telemarketers, the best answer is "high income"

Step 3: Put forward targeted star questions for key parts.

"Star" interview method is a scientific recruitment method based on personal ability. Among them, "S" is the situation, "T" is the goal, "A" is the action and "R" is the result. This interview method can quickly dig out what candidates have done in the past.

Usually the interviewer will start with a question: "Under what circumstances did you do this before?" Then ask the target: "Can you tell me the purpose of doing this?" Then ask action: "What actions have you taken to do this?" Finally, ask the result.

For example, some candidates will say, "I was the sales champion in my previous company, and my sales volume has always ranked first." Many hiring managers and department managers will be very satisfied and think, "Yes, this person is a sales champion." But for human resources experts, this answer is meaningless and employers can't get any information from it. The applicant said, "I have been selling well." The interviewer will ask, "under what circumstances did you do a good job in sales before?" What's the atmosphere in the company? How is the product? What is the regional demand for sales? " Then ask: "What actions have you taken to ensure sales? Do you often visit customers and organize speeches? Still good luck, good products? " Finally, ask the result. If he says "I am one of the best salespeople in the company", ask him: "How many salespeople are there in your company? What is the index to judge that you are one of the best sellers? Is your sales the first or the second, and what is the specific sales? " Keep asking what happened in the past so that you can ask the applicant about his past behavior. At the same time, you can also ask whether there are contradictions and flaws in it to the maximum extent.

The fourth step: explain the work content of telemarketing, exert certain pressure and observe the candidate's ability to withstand pressure.

Telemarketing is a very boring job, and daily telephone activities are a great test for people's ability to resist pressure. Therefore, in the interview, it is necessary to describe the worst and most difficult situation to the candidates and observe their reactions. Especially the small movements of arms and legs, whether there is resistance, fear or atrophy, and whether the eyes are distracted. These are all important manifestations that can judge whether you are lying or not.

Step 5: Express gratitude and end the friendship.

Whether you decide to hire the applicant or not, you should pay attention to answering his questions in a friendly and polite way and end each interview in a friendly way. Never ignore or neglect the applicant, and never show an arrogant expression to the applicant. Because you are the interviewer, not only representing yourself, but also representing the style of your company, it is the most basic requirement for every human resource worker to make all candidates leave a good impression on your company.