1. To overcome your own inner obstacles,

Some people are already worried about the other party rejecting them before making a phone call. After being rejected, they don’t know how to respond and can only hang up the phone. , some people even hope that the phone will be hung up quickly and no one will answer. They always think from the perspective of the person who answers the phone and imagine how he will reject you. If you think this way, it becomes two people rejecting you. The phone calls you make will not have the desired effect. There are several ways to overcome inner obstacles:

(1) Set the right attitude. When making sales, it is normal to be rejected. What is abnormal is that no one rejects us. In that case, we would not be required to run the business. We must have 200% confidence in our own products and services, and be very optimistic about the market prospects of our products. If others don’t use or need our products or services, it’s their loss. At the same time, we summarized several advantages of our products.

(2) Good at summarizing. We should be grateful to every customer who rejects us. Because we can learn from them the lessons of why we get rejected. After each call, we should record the way they rejected us, and then we summarize how to solve it if we encounter a similar thing next time. The purpose of this is so that when we face common problems again, we will have enough confidence to solve them without fear or fear.

(3) Take some time to study every day. The more you learn, the less you will find you know. The purpose of our study is not to reach a certain height. But give ourselves enough confidence. Of course, we should learn selectively and not learn everything we don’t know. Before making a phone call, you can write down the key words you want to express to the customer on paper to avoid being "incoherent" due to nervousness. The more you call, the more mature you will be.

2. Clarify the purpose of the call

The purpose of calling the customer is to sell the product. Of course, it cannot be done with just one phone call. But our phone calls must be effective and we can get valuable information to us. If the person who answers the phone happens to be the person in charge, then we can directly introduce the company's products to him, communicate over the phone, send him product information emails, make appointments for visits, etc. If he is not the person in charge, we must find a way to obtain the person in charge's name, Phone number and other information, then contact them by email and make an appointment for a visit. Therefore, calling customers is not the purpose. What we want is to contact our target customers, get the opportunity for interviews, and then complete our sales.

3. Collection of customer resources

Now that the purpose is clear, it is a question of who to call. Telemarketing in any industry starts from Starting from selecting customers, the key to successful telephone sales lies in finding the right target, or finding enough effective potential target customers. If you cannot even do this, you will not be able to create any good performance at all. In the process of telephone sales, choice is always more important than hard work. Although finding the right target at the beginning does not mean that you will be able to generate sales results, at least you will get an opportunity and a good start.

Three conditions must be met to select customers: 1. There is potential or obvious demand; 2. There is a certain financial strength to consume the products you sell; 3. The contact person must have decision-making power and be able to make the final decision . Since our products are high-end products, the consumer groups are mainly concentrated in middle and high-income groups, public fund consumers and celebrities. The industries where these people are mainly concentrated include the IT industry, consulting industry, entertainment industry, real estate industry, publishing industry, pharmaceutical industry, and automobile industry. industries, media industry, communications industry, study abroad agencies, civil aviation industry, financial industry, government institutions, etc. When developing customers, we must collect personal information from these industries, corporate purchasing personnel, and government department labor union purchasing personnel. .

4. Communication with the front desk or switchboard

After the information is collected, it’s time to contact the company by phone. At this time, you will find that many of the calls are from the company’s front desk or switchboard, and the person who answers the phone is not the person you want. The target we are looking for and the large set of sales skills we have prepared are turned away before we can explain them. Then we have to find a way to bypass these obstacles and bypass the sales skills at the front desk: 1. When looking for information, find the boss by the way. When calling, ask the boss directly. If the other party asks who you are, just say you are his client or friend. This way you have a greater chance of finding him.

2. Prepare several more phone numbers of the company and use different numbers to call. Different people will respond differently if they answer the call, which will increase the chance of success.

3. Just transfer to an extension and ask again (do not press 0 to transfer to manual). You may transfer to the salesperson or the human resources department, so that you can avoid the front desk.

4. If you think this customer is interesting, don’t give up. You can find another colleague to help you, test your colleagues, and learn new methods

< p> 5. As their partner, for example: Hello, this is company XX. Help me pick up your boss. I sent him a fax yesterday and wanted to make sure he received it.

6. If you don’t know the last name of the person in charge, pretend to know him. For example, ask your manager Wang, "I am XXX from XX company. We have contacted you before to discuss cooperation. If you answer that there is no such person, you can Said: Oh, I remembered it wrong. I lost his business card. Please tell me his last name and phone number."

7. Don't leave your name and phone number with the person who answers the phone. people. If the person in charge is absent or unavailable, just say: It doesn’t matter. When will the person in charge usually be there? Do you think it's convenient for me to call you? How about I call you in the afternoon? This will make it difficult for the person who answers the phone to reject you.

5. A successful opening statement for sales calls

To find your target customers after going through twists and turns, you must introduce your company and yourself within 30 seconds, arouse the customer's interest, and make the customer willing. Keep talking. That is, the salesperson must clearly let the customer know the following three things within 30 seconds: 1. Who am I and which company do I represent? 2. What is the purpose of calling the customer? 3. What are the uses of our company’s products to customers? It is best to use the shortest and most concise sentences to express your intention in the opening statement, because no one will have the patience to listen to a stranger making a long speech, and what the customer cares about is what the call is for and what it can bring him. It is useless. Phone calls are a waste of time for anyone. For example: Hello, Mr. Zhang, I am XXX from Morning Fruit Co., Ltd. Our company mainly distributes various high-end fruits and dried fruit products, as well as various dried fruits, red wine, and camellia oil gift boxes. Our products can be distributed as employee benefits, holiday gifts, or provided to your customers to maintain your customer relationships. Note: Don’t always ask customers if they are interested. Help them decide and guide their thinking. Don’t immediately shrink back or give up when faced with a customer’s rejection. The most important thing is to schedule an interview with the customer.

6. Introduce your own products

When introducing products on the phone, we must focus on the key points, highlight our product features, and attract customers:

< p> 7. Handling customer objections

When introducing products, we will encounter rejections and doubts from customers, but we maintain a good attitude and can come up with ways to deal with the rejections and doubts raised by customers. There are two types of customer objections: untrue objections and real objections.

There are several types of unreal objections: 1. Customers’ habitual rejection. When most people receive a sales call, their first reaction is to refuse. Such customers must divert their attention. , we are following the group buying route. The product is not sold to the customer himself. The function is to improve the work enthusiasm of his employees, maintain his customer relationship, and bring greater corporate benefits.

2. Emotional objections from customers. When we call the customer, we are not very clear whether the customer is in a good or bad mood and whether it is suitable for communication now. Therefore, you can tell from the customer's tone and attitude whether he is emotional, listen to his complaints, and help him resolve his irritable mood. Then in future communications, the customer will also respond to your kindness. Learn to listen, call Salespeople will be rewarded accordingly.

3. Objections from customers who are good at teaching others. When a customer points out your point of view or the shortcomings of the product, he is not really dissatisfied. The customer himself also knows that there is no perfect product in this world. He just wants to tell you. How powerful and knowledgeable I am. We can win the argument with the customer, but we lose the sale. All the salesperson has to do is shut up and listen to the customer's different opinions. Then I agreed with his opinion: "Well, what you said makes sense. All products have flaws. I learned a lot from what you said." Then put forward your own different opinions, which not only satisfies the customer's vanity, but also achieves your own sales purpose.

The real objections mainly include two aspects: 1. In terms of needs, there are several forms of expression (1) "No need at the moment, I will call you if needed. Such an answer may mean that our opening remarks did not attract customers, so we need to adjust our words and focus on what our products can bring to them. For example: You see that the Chinese New Year is coming soon, and your company must provide benefits to employees. , old customers should also maintain good relationships. Employee benefits can increase employees' work enthusiasm, and customer gifts can enhance customer cooperation. You can get huge benefits with little investment. Isn't your business getting better and better in the coming year? . (2) An answer like "Send a fax/document first and let's talk about it later" only leaves an opportunity for us to call next time. Then we have to consider how to attract the customer's attention the next time we call. Okay, don't be too hasty. (3) For answers like "I still want to consider it"/"Let's discuss it further", we are about to find out the true meaning of the customer's "consideration". We can ask: What are you worried about? Okay, I'll go to you with the products and information so that you can have an intuitive understanding. It is best to schedule an interview to find out the reasons and find solutions. (4) "We already have a partner." Never belittle the other party's partner at this time. If you belittle your opponent, it is equivalent to belittling your customer, which will be counterproductive.

You can say something like this: Oh, congratulations first. I wonder which company you are working with? As colleagues, we may know a little better. Maybe there is something we can do to help you? If the customer is interested, you can analyze the advantages of your competitors, and then tell them about the differences of your product to arouse the customer's interest, and then make an appointment to let your customer understand the product. Multiple choices will not help. What damage was done to him. (5) "I'm very busy now and don't have time to talk to you." For this kind of reply, we can answer the customer like this: It doesn't matter. If it is convenient for you tomorrow afternoon, I will bring the information to visit you and we will meet to discuss the details. If the customer still refuses, tell the customer to send him an email first and make an appointment for the next contact time, giving the customer a buffer period.

2. If you object to the price, communicate on the phone and try to avoid negotiating the price. If you have to quote a price, you can quote a rough price and try to quote a range instead of an exact price to facilitate bargaining with the customer. .

8. Make an appointment with the customer for an interview

The ultimate purpose of our phone call is to sell our products, which requires sitting down with the customer for an interview, so the success of the phone call depends on Can you make appointments with customers to visit them? Any customer cannot be negotiated with just one phone call. Maybe the first appointment is not successful, but we can leave a way out for ourselves. We can say this: Mr. XX, what do you think of this? I will take it with you tomorrow afternoon. The products and information will be sent to you...Oh, you don't have time tomorrow. Is Wednesday afternoon convenient for you? It won’t take up much of your time. When will you be available on Wednesday afternoon? Okay, I’ll see you on Wednesday. I’ll call you then.

Once the appointment is successful, the purpose of your call has been achieved. The next thing is to prepare materials and samples and visit the door. This is the real beginning of sales. How to achieve a successful interview is the key to a successful interview. A test of a salesperson’s sales ability.

Steps of telephone marketing

Successful telephone marketing generally has the following steps:

First, greet the customer and introduce yourself.

After answering the phone, you should first say hello to the customer, such as: "Good morning (afternoon)", "Hello, is this Mr. ××?" and other greetings, and then introduce yourself: "× Mr. ×, I am Xiao Zhang from Beijing Times Guanghua Management Training Institute. Could you please excuse me for five minutes for a phone interview? "The tone of your speech should be warm and polite, so that you can get a polite and positive answer from the other party.

Second, greet, praise and explain your intentions.

For example: "I recently had the opportunity to serve your friend Mr. Zhang and made a reasonable plan for his Internet. During the service process, he said that you are young and promising, have a successful career, and are interested in The people are also very enthusiastic. Our company is currently conducting a market survey. Can I take 5 minutes to talk to you now?"

Third, invite for an interview.

Telephone marketing should not be rushed to sell, but should focus on understanding the other party's situation. You want to "introduce" the product, and meeting in person is the best way. Only by having face-to-face interviews with customers can we fully understand each other and fully demonstrate our comprehensive advantages. When requesting an interview, don't forget to offer a time and place, otherwise it will be difficult for the other party to make a decision. For example: "Let's talk in person

Fourth, refuse to handle.

When a prospective customer refuses a telephone interview, our sales staff should answer with polite words. Common refusals include the following Handling skills:

(1) “No, I won’t be there then. ”

Coping skills: Sorry, maybe I chose an inappropriate time. I hope to find a more convenient time to visit you. Are you free (tomorrow) or the day after tomorrow? Available?

(2) "I am not interested in your product. ”

Coping skills: Because you don’t understand the meaning of training, so you are not interested. Please give me a chance to make you interested. This is also the reason why I want to visit you, you (tomorrow) Or (the day after tomorrow) at work

(3) “I am very busy and have no time. ”

Coping skills: I know you are busy with official work, so I called you in advance to ask for your opinion, so as not to visit you rashly and hinder your work. So, is it okay to make an appointment (tomorrow) or (the day after tomorrow)? It will be better.

(4) "Send the information and let me look at it first. ”

Coping skills: That’s okay, but you are so busy and reading this information will take up too much of your time. Why don’t I help you study and consider it together. Do you think it will be (tomorrow) or (The day after tomorrow) is more appropriate.

(5) “Our company is small and does not have the ability to build a website yet. ”

Coping skills: Sir, you are too polite. Today, I am calling, not necessarily asking you to buy a website for you; but for everyone to get to know each other and become friends. What do you think in the future? The same goes for buying a website when you need it. If it is convenient (tomorrow) or the day after tomorrow, I will introduce it to you in person. It would be good to know more about the Internet.

(6) "I have it. A friend is also in an Internet company. ”

Coping skills: If your friend is in an Internet company, then you must know something about the Internet.

But to make a website, you don’t necessarily have to buy it from a friend. It depends on whether the salesperson is professional enough. Can he design the best Internet plan for you? Can you give me a chance to try it? If you are dissatisfied, you can reject me openly without any prejudice. Do you have time (tomorrow) or (the day after tomorrow)?

Telephone Sales Skills Opening Statement

The opening statement or greeting is what a telemarketer says in the first 30 seconds when talking to a customer, that is, the first sentence to be said. This can be said to be the customer's first impression of the telephone salesperson. Although we often say not to judge a person by their first impression, our customers often use first impressions to evaluate telemarketers! If for large-scale sales projects, the first impression is relatively unimportant, then in telephone sales, the first impression is a key factor that determines whether the call can proceed.

At this stage, if the salesperson takes the initiative to call the customer, then his/her opening remarks are very important; if the customer takes the initiative to call the salesperson, then his/her greeting is It seems very important.

Five elements of an opening statement Generally speaking, an opening statement will include the following five parts:

For example: "Hello! I am Chen Zhiliang from Tiandi Sales Training Company, and one of your friends Wang Zhi Ai (pause) introduced me to this phone call (if someone introduced me). I don’t know if you have ever contacted Tiandi Company before. Tiandi Sales Training Company is the only professional service company in China that focuses on the performance growth of sales personnel. I'm calling you mainly because you, as the head of a sales company, must be very concerned about ways to improve sales staff performance. So, I want to have a brief chat with you over the phone (pause). Is it convenient to call you? I would like to ask you a few questions (pause or question), how is your current sales training conducted? ”

In the above sentence, can you tell which ones are and Do the 5 factors of the opening statement correspond?

Three effects that an excellent opening statement should achieve

A good opening statement should achieve three effects:

Attract customers' attention

< p>Build rapport

Establish a connection with the products you sell

In training, a question often asked by trainees is: How to avoid customers getting confused as soon as they answer the phone? Hang up? So, I also want to ask you this question: How can we avoid it to the greatest extent? The occurrence of this situation has something to do with the customer, and of course, it also has something to do with the telemarketers. We looked for the reasons from the telemarketers and analyzed their opening remarks. We found that the opening remarks basically failed to attract the customer's attention and establish rapport. relation. So, to minimize this situation, be sure to pay attention to whether your opening statement grabs the customer's attention and builds rapport.

Attract the customer's attention

One of the main goals of the opening statement is to attract the other person's attention and arouse his interest so that he is willing to continue communicating with you on the phone. Statement of value in the opening statement is a common way to attract the customer's attention. The so-called value means that you need to let the customer understand that you can help him in some aspects. Research has found that nothing captures the attention of customers more than value. Stating value is not an easy thing. You must not only research the general value of the product or service you sell, but also research what the value is to you, the customer, because the same product and service are valuable to you. Different people have different values.

For telemarketing activities aimed at end users, such as the telecommunications industry, financial industry, etc., we found that using various offers at the beginning of the phone is a common method to attract customers' attention, such as: "Recently. There is a promotion...", "Get it for free...", "You only need 7 yuan to get services that used to cost 22 yuan..." and so on. Once, I received a call from a sales representative of a telecommunications operator in my office: "Hello! Mr. Zhang, I am *** from ** company. I know that your long-distance phone charges are relatively high. If we can Would you be interested in knowing if your long-distance phone charges are reduced by half?" I said at that time: "Yes, what can you do?" The sales representative immediately attracted my attention, and she said: "We The company's IP phone cards are on sale. If you buy an IP phone card for 500 yuan, we will give you 400 yuan, which is basically a saving of half. Look, if you think it will be helpful to you, when will I arrange for someone to send it to you?" (She She also has a strong sense of promotion) Later, I also refused, but she still made the business. At least half of the credit for the success of this business came from her successful opening statement. She used the "interest method" in her opening statement. The emphasis is on the benefits to the customer.

In addition, there are other ways to attract the other party’s attention:

State what makes the company unique, such as “the biggest”, “the only”, etc.;

Talk about companies in the same industry that have just served him, such as "We have just provided sales training services to ××× recently, and they are very satisfied with the service, so I think it may be helpful to you too";

Talk about topics he is familiar with, such as "I recently saw an article written by you in the newspaper";

Praise him, such as "I heard from your colleagues that you are very knowledgeable in the field of XX. Therefore, I also want to communicate with you";

It caused him to comment on certain things, such as "Many people think that telemarketing is an effective sales method, but I don't know what you think ( If you know that he agrees with this)";

Sometimes the voice of a telemarketer can attract the other party.

What other ways can you think of to attract your customers’ attention?

Building rapport

In communication skills, we will focus on building rapport. In this link, let’s talk briefly about it first. On the phone, we open our mouth to build rapport with our customers. So, what will help us build rapport with our customers? At least two: vocal appeal and polite language. Regarding polite expressions, the commonly used ones in this link are: "Is it convenient for you to make a call now?" However, in actual work, some telemarketers asked me this question: "Teacher Zhang, it turns out that I don't ask customers if they want to make a call now." When it's convenient, the conversation can continue, but when asked later, many customers will basically say it's inconvenient and ask me to save time. Can I not ask this question?" I later listened to their phone recordings, and I discovered another phenomenon: when some telemarketers asked the other party whether it was convenient, the other party would tell them that it was inconvenient. However, when some telemarketers asked this question, basically 100% of the customers Everyone will say: Yes. What are the differences between them? I found that the biggest difference is the appeal of voice. The appeal of voice of the former is basically not as strong as that of the latter. Therefore, the key is not whether we have to ask: "Are you convenient now?", but the telephone salesperson. itself. At that time, the advice I gave them was that the first type of telemarketers should improve their voice appeal as much as possible. At the same time, the polite language can be replaced by: "I'm sorry to call you now." instead of "Is it convenient for you to call now?" Later, the situation changed a lot.

No matter what, try to confirm the availability of the other party's time in the opening remarks or apologize for disturbing the other party by calling, such as: "I'm sorry, I'm calling you at this time.", so that it can be discussed from the beginning. Establishing a rapport with the customer will help the call flow.

Relate to the product being sold

This is especially suitable for opening remarks that are purely for sales purposes. The purpose is to let customers know that we are here to sell a certain product and avoid everyone wasting time. . I believe that many telemarketers have talked with customers on the phone for a long time, and the customer suddenly asked: "What exactly do you want to do when you call me?" If you have encountered a similar situation, the suggestion is still Let’s get straight to the point, everyone’s time is precious, don’t be afraid of rejection, because if this client rejects you, there will be another client, right?

Examples of typical opening remarks

B2B, business-to-business sales calls:

"Hello! Manager Chen, I am *** from **company, I'm sorry to call you now. I heard ** mentioned that you are the person in charge of the entire company's IT system and are very experienced in IT. And our company happened to have a promotion for companies like yours recently. It’s very discounted and it’s very cost-effective to buy it now. So, if you happen to have a computer to buy recently, it might be helpful to you. Is it appropriate for me to briefly introduce it to you? ”

Analysis? : In this opening statement, the telesales staff established a rapport with the customer by praising and asking if the time was appropriate. At the same time, they used other third-party introductions and promotions to attract the customer's attention; and they also directly stated that they were selling computers. Build a relationship with the product. Overall, it's a good opening. The purpose of this opening statement is very clear: to find customers who have purchasing plans in the near future. Some telemarketers worry that this is too direct, especially those who are relationship-oriented. If this is the case, the opening statement can also be changed to:

"Hello! Manager Chen, I am ** The company's **, I'm sorry to call you now. Your company's ** mentioned that your company has been using ** company's computers, so first of all, I would like to thank you for your continued support of ** company. Support, I'm calling you mainly to hear your suggestions for us and see where we can make improvements in the future to serve you better (pause). What do you think of ** company's service? ?”

B2C, telephone sales from enterprises to final consumers:

“Hello, Mr. Chen! I’m sorry to call you at this time. When chatting with a friend, he mentioned that the ADSL discount we recently launched may be suitable for you and suggested that I contact you. I promised to make a phone call with you (pause).

Could you please take two minutes to give you a brief introduction? ”

“Hello, Mr. Chen! I am..., I am calling you today to express my gratitude to you, because in the past period of time, your monthly phone bill has exceeded 150 yuan. Thank you for your support to China Telecom! In order to express my gratitude to you, it is my duty to inform you of the telecommunications company's latest preferential plans for important customers like you..."

"Hello! Mr. Chen, I'm from China Mobile's outbound call team. I'm sorry to call you now. Is it convenient for you now? Thank you, that's it. Recently we have launched a series of preferential activities. I have seen your phone bills and think some of them will be suitable for you. Therefore, I would like to briefly introduce them to you to see if I can help you reduce your phone bills (pause). ”

Note: One issue that needs to be explained here is that the opening remarks are very different according to different purposes and different target customers. What we discuss here is for your reference only and may not be suitable for you. industry.

It is recommended that you design an opening that suits your own style and characteristics based on your own industry and your own phone calls and goals;