Tài liệu Top Telemarketing Techniques docx

Top

Telemarketing

Techniques

0 Top Title.p65 1 5/19/2003, 10:41 AM

0 Top Title.p65 2 5/19/2003, 10:41 AM

001 TFYS Front Matter.p65 6 2/11/02, 11:19 AM

This page intentionally left blank

Top

Telemarketing

Techniques

Ellen Bendremer

THE CAREER PRESS, INC.

Franklin Lakes, NJ

0 Top Title.p65 3 5/19/2003, 10:41 AM

Copyright  2003 by Ellen Bendremer

All rights reserved under the Pan-American and International Copy￾right Conventions. This book may not be reproduced, in whole or in

part, in any form or by any means electronic or mechanical, includ￾ing photocopying, recording, or by any information storage and

retrieval system now known or hereafter invented, without written

permission from the publisher, The Career Press.

TOP TELEMARKETING TECHNIQUES

EDITED BY JODI BRANDON

TYPESET BY STACEY A. FARKAS

Cover design by Mada Design, Inc. / NYC

Printed in the U.S.A. by Book-mart Press

To order this title, please call toll-free 1-800-CAREER-1 (NJ and

Canada: 201-848-0310) to order using VISA or MasterCard, or for

further information on books from Career Press.

The Career Press, Inc., 3 Tice Road, PO Box 687,

Franklin Lakes, NJ 07417

www.careerpress.com

Library of Congress Cataloging-in-Publication Data

Bendremer, Ellen.

Top telemarketing techniques / by Ellen Bendremer

p. cm.

Includes index.

ISBN 1-56414-685-5 (paper)

1. Telemarketing. 2. Telephone selling. 3. Sales personnel—Training

of. I. Title.

HF5415.1265.B463 2003

658.8’4—dc21 2003043455

0 Top Title.p65 4 5/19/2003, 10:41 AM

I

dedicate this book to my husband, Sandy, who makes me

laugh, comforts me, encourages me, and uncompromis￾ingly demonstrates his love for me; and to my daughter

Emily, the sunshine of my life, who continually reminds me of

what’s important and makes every day so special. Watching

her laugh, learn, and grow each day continues to be the most

rewarding and exciting experience of my life.

00 Top Dedication.p65 5/19/2003, 10:41 AM 5

This page intentionally left blank

ACKNOWLEDGMENTS

I

wish to express my heartfelt thanks to the following people

for their endless encouragement, love, and support:

Arthur Bromfield, my father, friend, and confidant. He has

helped me in countless ways to shape my life and achieve suc￾cess in my career. I am grateful for all of his love and confi￾dence, and for always believing in me.

Ken, Yukari, Evan, and Jessica Bromfield; Wendy and Mark

Rapaport; Michelle, Dave, and Elise Andelman; Sy and Phyllis

Bendremer; Linda Bromfield; Rick Bendremer; Jeff, Ellie, and

Sol Bendremer; Danielle Wozniak; as well as my dearest friends,

Mark Giordani and Jason Rich, who prove over and over again

that the limits of friendship are boundless.

000 Top Acknow.p65 5/19/2003, 10:41 AM 7

This page intentionally left blank

Contents

Chapter 1 11

Sales Are Just a Phone Call Away

Chapter 2 23

The Power of Telesales

Chapter 3 29

Making Money as a Telemarketer

Chapter 4 45

The Right Sales Message Is Critical

Chapter 5 67

Your Attitude Is Everything

Chapter 6 77

Speak Up! Using Your Voice as a Sales Tool

Chapter 7 95

The Telemarketer’s Agenda

Chapter 8 115

Closing the Sale

Chapter 9 129

Perfecting Your Skills

Chapter 10 155

Telemarketing Scripts

0000 Top TOC.p65 9 5/19/2003, 10:41 AM

Chapter 11 169

Sales Techniques the Pros Use

Chapter 12 181

Common Telemarketing Mistakes to Avoid

Chapter 13 191

Telemarketing Tools You Can Use

Chapter 14 211

The Experts Speak Out

Conclusion 235

Prepare to Kick Off Your Telemarketing Efforts

Appendix A 237

Know the Laws—Before You Pick Up

the Telephone

Appendix B 241

Don’t Get Caught Up In Telemarketing Fraud

Appendix C 245

Make Sure Your Legitimate Pitch Doesn’t

Sound Like a Scam

Index 247

About the Author 253

0000 Top TOC.p65 10 5/19/2003, 10:41 AM

Sales Are Just a Phone Call Away / 11

Chapter 1

SALES ARE JUST A

PHONE CALL AWAY

11

For the past 15 years, I have made a successful living as a

telemarketing and sales professional—and you can, too!

There are countless products and services you can sell

over the telephone. There is also a wide range of telesales tech￾niques you can use to successfully convey your sales message.

Once you have acquired the knowledge and have developed

the skills necessary to sell products/services using the telephone,

your potential as a telesales professional is truly limitless.

Over the years, I have worked within large call centers;

developed telemarketing campaigns for large, medium, and small

businesses; and I have done consulting for a wide range of

companies. Using the telephone as my primary sales tool, I

have discovered strategies and secrets that have allowed me

to sell more than $10 million worth of products and services to

individuals and businesses, almost always without leaving my

own office.

One of the great things about telemarketing is that it can be

done from anywhere. In fact, millions of the dollars I have

generated in sales thus far in my career have been from my

01 Top Chap 01.p65 11 5/19/2003, 10:41 AM

12 / Top Telemarketing Techniques

home office, which gives me the ability to earn the income I

desire yet have the flexible daily schedule I enjoy. Telemarketing

is more than a job for me. It’s become my passion! I can only

begin to describe the excitement and sense of accomplishment

I feel as I constantly make contact with new prospects using

the telephone and ultimately close sale after sale. There is great

satisfaction in knowing that I have sold a product or service

that will benefit the customer, while, at the same time, I have

generated revenues for my company (or my client) and have

earned a sales commission for myself.

For me, telemarketing is fun! It’s also challenging and highly

rewarding. Whether you’re planning to become a full-time

telesales professional or you hope to develop telemarketing skills

that can be incorporated into your current, more traditional in￾person sales efforts, Top Telemarketing Techniques shares

much of the knowledge I have painstakingly acquired over the

years and offers you the information you need to begin achiev￾ing success almost immediately. In addition to learning from

my experiences, by reading this book, you’ll also learn from the

experiences of other highly successful telesales professionals.

Thus, you can learn from our mistakes without making them

yourself and begin to master the techniques that work best in a

wide range of situations.

Whether you’re new to telemarketing or a seasoned pro￾fessional looking to improve your skills, this book will take you

step by step through many of the common obstacles and chal￾lenges faced by all telemarketers, including:

Developing your customized prospect list.

Creating effective telemarketing scripts.

Developing the right attitude.

Overcoming objections.

Coping with rejection.

Getting through to the right decision-makers.

01 Top Chap 01.p65 5/19/2003, 10:41 AM 12

Sales Are Just a Phone Call Away / 13

Dramatically improving your closing techniques.

Utilizing software and tools to maximize your

sales.

Although nothing can replace the need for you to acquire

firsthand experience, if you begin your telemarketing efforts

equipped with the right knowledge and strategies, your chances

for success increase exponentially. Sure, telemarketing can be

challenging and time-consuming, but, with practice, you’ll learn

to enjoy acquiring the skills and experience you need to close

sale after sale using the telephone!

I invite you to read this book in its entirety, then to go back

and review each section of the book as you begin to plan and

ultimately to implement your own telemarketing efforts. Virtu￾ally all of the information you’ll need will be found within this

book, however, additional resources are also available from my

Website (www.EllenBendremer.com). No matter what you sell,

you’ll soon discover that the telephone is an extremely power￾ful tool for finding and qualifying leads and closing sales.

My greatest hope is that you, too, will soon learn to appre￾ciate the power of telemarketing and discover how to reap the

incredible benefits of using the telephone as your primary sales

tool.

Let’s Get Started!

Depending on your perspective, the word telemarketing

can conjure up very different images. As a business owner

selling to consumers or other businesses, telemarketing may be

a solution for vastly improving sales, generating greater suc￾cess, and greatly expanding the reach of your business without

ever leaving the comfort of your office. If you’re a consumer

sitting at home trying to relax when the phone rings at the most

inopportune time, that same word can conjure up feelings of

annoyance, frustration, or fear of being caught up in some type

of scam.

01 Top Chap 01.p65 5/19/2003, 10:41 AM 13

14 / Top Telemarketing Techniques

The Merriam-Webster Dictionary defines telemarketing

as the marketing of goods or services by telephone. It’s a word

that was added to the dictionary back in 1980, when it became

obvious that the telephone was changing the way companies

did business.

In general, people are busy. They don’t want to be both￾ered by others trying to sell them products or services that

aren’t needed. A successful telemarketer can quickly capture

the attention of the person he or she is calling and prove to that

person that what you’re offering could be beneficial. With the

right knowledge and skills, as a telesales professional, you can

quickly break down the psychological barriers many people have

developed against telemarketers and close sales.

The Telemarketing Industry

The ongoing growth in the telemarketing field is stagger￾ing. Finding timely and accurate statistics relating to this field

and the use of the telephone to make sales is difficult, but the

following are some statistics that will give you an idea of how

many people are involved in this industry and how many sales

are done over the telephone on an annual basis:

“More than 70% of business transactions take

place over the telephone.” (Source: GeoTel, cit￾ing Gartner Group, September 1998.)

“Outbound telemarketing reached a record $482.2

billion in sales in 1998, including $209.5 billion in

sales to consumers.” (Source: Direct Marketing

Association, January 1999, U.S. Direct Market￾ing Today: Economic Impact, 1998.)

“Nearly 265,000 U.S. companies will be using tele￾marketing in the near future.” (Source: CallOmni

Telemarketing.)

01 Top Chap 01.p65 5/19/2003, 10:41 AM 14