How to set up and plan your telemarketing campaigns How to get through to the right person How to open the telephone conversation and structure your call How to build rapport and increase your chances of success How to reduce objections and handle those you do get How to close the call and secure your objective 'This highly informative, clearly written book covers every aspect of telemarketing in fact, it contains everything you need to know about how to build your business by telephone' HSBC Business Update.

Telemarketing has grown on the back of technology. With advances in telecommunications and databases it has become much easier to use the telephone as a marketing tool. Costs have come down as the monopoly of providers of telecommunication services has relaxed. Databases are now easier to use and can track the movements of your customers and prospects (prospective customers). There has been considerable growth in the number of people responding to direct advertising methods whether this is from the television, radio, newspapers and magazines and, of course, the internet. Today around 25 per cent of television commercials carry telephone response mechanisms which equate to nearly £800m of TV advertising expenditure. This means a phenomenal growth in the number of telephone call handling operators, whether employed directly by the company in-house, or through a telemarketing call handling agency. The telemarketing industry has grown from virtually a cottage industry to a multimillion pound sector. Consumers now are much more willing to use the telephone to order goods and services. The use of the telephone as a business marketing tool has many advantages, not least of which are cost savings. Companies are learning that it is far more cost effective to have a telemarketing sales force officebound, rather than expensive sales representatives on the road. This does not imply that the days of the sales representative are numbered but it does beg the question of how they can be used more effectively. A telemarketing operator can qualify leads then send a sales representative out to sell face-to-face to someone who is interested in making a purchase. This can be far more cost effective than sending a representative out to tour the area on a cold calling speculative basis.

 

About the author viii Introduction 1 How to use this guide 2 What this guide covers 2 1 What is telemarketing? 5 Why has telemarketing grown? 6 Where does telemarketing fit into your business? 7 Direct response advertising 8 Selling goods off the page 9 Mail order 9 Direct mailings 10 The internet and e-commerce 10 Telemarketing 11 In summary 11 2 How can telemarketing be used? 13 Inbound calls 13 Outbound calls 14 What are the benefits of using the telephone as a marketing tool? 16 What are the disadvantages of using the telephone as a marketing tool? 17 In summary 20 3 Planning your telemarketing 21 Identifying your target audience 22 Planning when you need to make your calls 22 Setting targets 23 Organising a telemarketing unit 24 Prospecting for business 24 In summary 25 4 Setting your objectives 27 Identifying queries likely to arise during a call 28 Identify the benefits of what you are offering 29 Understanding and responding to buying motivations 29 Selling benefits not features 33 Know your competition 35 In summary 36 5 Getting through – some golden rules 37 It’s all in the voice 39 What’s in a name 44 Other techniques for getting through 46 In summary 47 6 The call 49 Stage 1 – the verbal handshake 50 Stage 2 – establishing and building rapport 51 In summary 55 7 The call – taking control 57 Listening actively 60 Stage 3 – the call structure 63 Stage 4 – signing off or closing 67 In summary 70 8 Signing off or closing 73 Buying signals 73 Types of close 74 Solving the prospect’s problem close 75 Fear close 76 Say what will happen after the call 77 In summary 78 9 Handling objections 79 In summary 83 10 Other professional telephone techniques 85 Word and phrases to avoid 87 Handling angry and difficult callers 89 Checklist for handling difficult/angry calls 92 In summary 93 11 The future for telemarketing 95

'This highly informative, clearly written book covers every aspect of telemarketing in fact, it contains everything you need to know about how to build your business by telephone'

 

Pauline Rowson is a freelance writer and author. She has been involved in selling for many years, has run her own marketing, media and training company and has advised many businesses on all aspects of their marketing, publicity and sales. She is qualified in marketing and is a member of the Chartered Institute of Marketing.

 

Easy Step by Step Guide To Telemarketing, Cold Calling & Appointment Making by Pauline Rowson
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