How to make a sales call? Can you give some examples?

since telemarketing became popular in the United States in the 197s, there are more than 5 million telemarketers in the United States today. If you live in America, you can feel that telemarketing is pervasive. This year, the US Congress passed a bill to restrict telemarketers from making sales calls to registered families. Despite this, it has not affected the development of the telemarketing industry that has received much attention in China in recent two years. Enter the largest recruitment website in China, and you will find that telemarketing has become a hot job. The highest monthly income of excellent telemarketers in an enterprise I once coached has exceeded that of ordinary college students in inland cities for one year. This is not rare. Telephone sales have a natural advantage of high efficiency. For example, the average annual sales of telephone sales staff of Dell Computer Company exceeds 5 million yuan.

here are some key telemarketing skills, based on the record of a telemarketing skills training course I conducted.

Training Start

There are many simulated telemarketing between students and teachers or between students in telemarketing skills training. Based on my many training experiences, students will be very unnatural at first. After all, there is no phone, and you can see each other, which is very different from the real scene. So at the beginning of the training, I told you that in the training of telemarketing skills, there will be a lot of practical case studies, and we will improve telemarketing skills by listening to the recording. At the same time, some role-playing is also carried out to consolidate the skills learned through live simulation. Next, I have to arrange a small game with an active training atmosphere to greatly improve the participation of the students, which is the key to the success of the following training. At the same time, in order to understand the degree and focus of each student's telemarketing skills, I then made a small survey. I ask students who only make sales by telephone to raise their hands for statistics, and also ask students who hardly make deals by telephone to raise their hands for statistics.

why is this? It is very important to distinguish the main functions of telemarketing in students' sales. Generally speaking, telemarketing is divided into two categories in the whole sales activity: one is to make an appointment by calling a strange call, then visit and negotiate at home, and finally clinch a deal face to face. The other is to sell directly through a strange call, and the tracking until the transaction is realized by telephone. In this training, one-third of the students are in the first and second situations, and one-third are in the mixed situation. Therefore, I will arrange the course in a balanced way, which is divided into four parts:

1. Adjustment of telemarketing mentality

2. Quick and unfamiliar phone calls

3. Sales skills on the phone

4. Self-management of telemarketing

Adjustment of telemarketing mentality

The telemarketers in enterprises usually have a high turnover rate, and the main reason is that they are more and more afraid to call. When I asked the students who were often rejected by customers in telemarketing to raise their hands, everyone raised their hands without hesitation. When I went on to ask anyone here who likes to make strange calls, all of them immediately put their hands down. I call it "kicking the iron plate" here, which is inevitable for telemarketers and is a common occurrence. It is a common situation that telemarketers always want to do something else to delay the next call after making an uncomfortable call (that is, being rudely rejected). If you can't keep a good attitude to make a phone call, the efficiency of telephone sales is extremely low. Once in a class, a salesman of a logistics company told me that he made 2 strange calls every week, which surprised me very much.

Telephone sales met with many rejections, and some of them were even rude, which led to the strong frustration of the telemarketer and made him unwilling to continue calling. There is no doubt that this is a normal psychological reaction. Psychologists often use electric shock to correct patients with mental illness. When the behavior that needs to be corrected is triggered, it will be shocked, which is naturally uncomfortable, thus forming a conditioned reflex. When the behavior occurs again, the feeling of electric shock appears, and the behavior is consciously terminated. When we are rejected by our customers, we encounter electric shock, and we will associate it with our telemarketing behavior. After repeating this feeling many times, we naturally feel afraid to call.

after analyzing the psychological root of students' fear of calling, we did a simulation training to understand the psychological reaction of customers when answering the phone. I invited one student to play the role of customer and four students to play the role of telemarketers. Set the following scenario: the customer has just returned from the meeting and is ready to pour some water. A student calls to sell products. Suppose that after three minutes, five minutes and two minutes, the other three people call to sell their products or services. Finally, I asked the student who played the role of customer: Is Australia proud of her mother? Jun Bei Yuan Gan Qiang? I'm sorry that a few cores of glutinous rice are in the wilderness, but I don't know what to do. What's the difference between the two? > "is the glycoside clever? Hey? Mechanical careless? Play? Still? ггггггггггггггггггггггггггггг17 Hey? What's the point? ⑾ ⑾ ⒀ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ ⒊ 935 BR> The first step to adjust the telephone mentality is to understand the customer's refusal. If it were the telemarketer himself, I'm afraid he would be very impatient. I stressed that telemarketers are competing for customers' limited attention and time, so it is very important to think about how to arouse customers' interest 1 seconds before making a phone call. Of course, these techniques are another story, so I didn't start immediately. Then I asked the students to use the second measure of mentality adjustment when they were rejected in the future telephone sales, which I called "good for evil". If the other party refuses or even has a bad attitude, please smile and say to the other party before hanging up: "Thank you, have a nice work, goodbye." I stressed that this sentence is actually addressed to myself and has a strong psychological implication. When we hang up the phone helplessly, our mood will be greatly reduced. If we say this sentence, we will have a bearing attitude and our mood will not be easily affected. Many students laughed when they heard half of it, and they already understood my meaning.

the third way to adjust the mentality is to focus on things instead of people. I told a true story of an insurance company. The telemarketers of an overseas insurance company have low morale and high turnover. After thinking for a long time, the sales manager introduced a new system, which stipulated that every failed call was filled in the form, and when 25 failed calls were filled, a bonus of $1, was given. Not long after, morale improved a lot, sales performance began to rise, and the overall bonus paid by the company was not adjusted for the increase. Why did this happen? Telemarketing is actually a digital game, and there is a certain proportion of success. Assuming that every 5 calls you make on average, there is a successful transaction, then when you fail 49 times, you are quite close to success. The failure rate of telemarketing is very high, which makes telemarketers pay too much attention to failure and have no sense of accomplishment. Once salespeople find that many failures are the necessary prelude to success, they are very calm in the face of failed calls. Therefore, I ask the students to count their telephone numbers every day, and after long-term accumulation, they can get a more reliable proportion. Knowing this ratio will greatly help improve your sales mentality.

A quick interview with a strange phone

After introducing some methods of self-adjustment, I also taught voice training through simulation training. Soon, the training entered the second part-fast unfamiliar telephone interview.

for most sales activities, telephone interviews are the first step to success. If you can't successfully enter the customer's door, the sales will be over. However, it is not so easy to get busy or disturbed customers to agree to take the time to meet. Once in a training class, a student selling high-end computer servers told me that it was his job to make 13 phone calls a week to make an appointment with a client. This is the lowest ratio I have ever heard.

Actually, the telephone interview is very simple. Just follow six steps.

The first step is to say hello. As I said before, the first 1 seconds of the phone call is very important, so as to win the attention of customers. Then a warm and polite greeting is the best strategy to attract attention. I emphasized three key points: name, enthusiasm and self-confidence. I asked two students to make such a greeting, just like the first sentence to a very important customer: "Good morning, Manager Wang! I am Li San from Universal Picture. " A simple sentence, if expressed forcefully, can make people feel different. As a result, other students didn't give them high evaluation, which shows that few people really pay attention to the first sentence at the beginning. Please recall your actions. Did you meet the requirements of name, enthusiasm and confidence?

the second step is to introduce myself. The concept of USP is used here. USP is a unique sales proposition, that is, what is the most attractive difference between you and your competitors, which should be summarized in a very short sentence. This is the most effective way to arouse interest and build initial trust at the beginning. I told the students that our company's own USP is "the only company in Shanghai that offers a full range of Taiwan Province experience retail management training courses." Finally, I asked the students to write down their own USP, and then analyze it together (the training course of telemarketing skills is generally not more than 2 people, so there can be quite a lot of interaction).

in the third step, the business introduction needs to use the herd principle to strengthen the interest of customers and strengthen the trust relationship at the same time. The principle of herd is herd mentality. The movement of herd is determined by most movements, and individuals are unconscious. Similarly, everyone is afraid of making mistakes when making a purchase decision, so they are willing to follow the crowd. Therefore, I ask students to list some well-known typical customers according to customers' industries when introducing business, so as to strengthen customers' interest and trust. For example, I said, "Our company has provided retail management training for dozens of clothing enterprises such as Shanshan Group, Romon Group and Goldlion, which greatly improved their performance." Such a business introduction is undoubtedly very convincing. Assuming that there is no well-known enterprise in the company of the students, the same effect can be achieved by digital or analog methods.

the fourth step is to cut to the chase and ask for a meeting. I remind students that the purpose of telephone interview is to make an appointment, so don't pester too much and go straight to the goal as soon as possible.

the fifth step is to talk about the benefits it brings to customers after making a meeting request. No one wants to do business at a loss. Who do customers think will benefit if they spend time interviewing someone they have never met and give you a chance to sell to him? Therefore, we must emphasize what kind of benefits the interview will bring to customers in order to impress them. My advice to the trainees is to tell them that they will introduce some cooperation experiences with him. Everyone is very interested in what their peers are doing, and they want to know how others are doing it. So this is the best strategy to impress the other side. We don't put pressure on customers to sell things to them, but just introduce some experiences, which can effectively reduce customer resistance.

the sixth step is to suggest the time and look like a professional. Remember not to ask questions that are easily rejected, such as: Are you free? The customer's subconscious reaction must be that he is not available.

I rehearsed while speaking, and asked the students to design a whole set of dialogues according to their own characteristics. Next, after talking about the skills of objection handling and bypassing the front desk, I will give you five minutes to improve your telephone interview papers, and then choose two students to role play. After some climactic performance and selection, everyone unanimously chose the best student, and I presented him with a big dictionary as a reward.

After a short game, everyone was in high spirits and the afternoon training began.

In the morning, the telemarketing skills training taught the skills of mentality adjustment, voice training and quick telephone interview, while in the afternoon, the course focused on telemarketing skills and telemarketing self-management.

telephone sales cycle

there are many similarities and differences between telephone sales and visiting customers. Every sales format has its own sales cycle, so it is very important to know its own sales cycle. By managing your own sales cycle, you can effectively improve sales efficiency and speed up the transaction, so as to predict the success rate of each sale. After introducing all the links of the general sales cycle, I then showed the telephone sales cycle:

Finding potential customers

The first action of telephone sales is to find potential customers, which includes two aspects: one is to find out the possible customer groups, that is, to determine the list of calls to be made; The second is to find out the person who has the right to decide the purchase on the phone.

as the saying goes, a good beginning is half the battle. Before making a strange call, finding a good phone list is the most important basic work in telemarketing management. If you can screen the telephone list in advance before selling by telephone, it will determine whether your telephone transaction rate is 1% or 5% (one student told me that her best telemarketer can reach 5%), you know, the difference is at least 5 times. In the training module of telemarketing self-management, I introduced several methods to study and screen or directly obtain the high-quality telephone list.

after making a strange call, the first step to success is to find the right person. As the saying goes: find the right person and do the right thing. If you can't even find the person who has the right to make a decision, it's useless to have the best sales skills on the phone. Therefore, the first key step for a telemarketer to make a strange call is to make sure that the person you are talking to is the key person you are looking for. According to my previous investigation on the consulting case of corporate telemarketing team, at least 7% of the unfamiliar calls can't find the key person. If this ratio can be raised to 5%, the telephone transaction rate will be greatly improved. How to judge that this person is your key person? Key people generally have three characteristics, which can be expressed in English as MAN: m means rich, and key people must have a budget to buy your products; A means right, and the key person must have the purchasing decision-making power or have an important influence on the decision-making; N means there is demand, which will be introduced in detail in my later training. In the course, I have a play training called simulation on how to find key people. From the simulation training, everyone can learn how to determine and contact key people.

demand benefit

after finding the key person, what is the next action? In the course, I asked the students a question: "How many people started introducing products at the beginning of telemarketing?" As a result, most students raised their hands. I then asked, "So did most people immediately say no?" Now all the students raised their hands. I ask the students to start to reflect. Is there a direct connection between the two? I immediately threw out the third question: "Why do customers buy?" Everyone knows this answer, and the students have answered it-"demand". Yes, customers only buy when there is demand, but this mistake often occurs on the phone: put forward the characteristics or benefits of products or services before finding the demand. So it is not surprising that people are often rejected by customers at the beginning. I ask you to copy down a sales principle: 7% of sales activities are listening, 2% are asking questions, 1% are telling, and telling.