More Sales
Through
Telemarketing



Aaron Wallis Sales Recruitment, 01908 764280,
www.aaronwallis.co.uk
More Sales Through Telemarketing




        Table of Contents
                             2. Introduction
              ...
More Sales Through Telemarketing



Introduction
                                                  Telemarketing is a grea...
More Sales Through Telemarketing


Telemarketing personnel are skilled and                 In situations where a business...
More Sales Through Telemarketing


Whatever script you use, be sure to clearly           An expectation that you will be
...
More Sales Through Telemarketing


The Privacy and Electronic Communications            The Telemarketing Sales Rule - Th...
More Sales Through Telemarketing



Recommended                                    Further Information                    ...
Aaron Wallis hopes that you have found this document useful. Aaron Wallis is a specialist sales and
marketing recruitment ...
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More Sales Through Telemarketing

  1. 1. More Sales Through Telemarketing Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk
  2. 2. More Sales Through Telemarketing Table of Contents 2. Introduction 2. What is Telemarketing? 3. Effective Telemarketing Scripts 4. Types of Telemarketing 4. Regulations 5. Telemarketing Contacts 6. Recommended Reading 6. Further Information Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 1
  3. 3. More Sales Through Telemarketing Introduction Telemarketing is a great way for your business to advertise your products and offer “Business-to- One of the best ways to generate leads, set your services. It will involve professional business and appointments and close more sales is through telemarketers or call centres making business-to- telemarketing. Except for sales over the telephone calls to potential customers on consumer Internet, most sales are made as the result of your behalf. Telemarketing allows you to talk telemarketing a personal sales presentation at some point of with a prospect or customer without actually can be an time. It makes sense that the more having to see them. With an expected rise in important part presentations that a salesperson makes, the the use of video-conferencing in the next few of your more likely it is that the sales he or she will years, “teleconferencing” (telemarketing via marketing generate will increase. A telephone call is the the use of video-conferencing) may mean the mix, but only equivalent of a "one-on-one" sales call, and end of all face-to-face selling as we know it if you realise it considering that nearly all sales prospects today. is a have a telephone, they are only a call away. sophisticated Business-to-business and business-to- The systematic use of the telephone is one of technique that consumer telemarketing can be an important the fastest growing sales and marketing must be part of your marketing mix, but only if you strategies used in today’s fast moving and realise it is a sophisticated technique that carefully competitive world. This rapid growth of must be carefully planned and executed. planned and telemarketing, sometimes called “telephone executed.” selling” has meant that marketeers from The telemarketing process involves six steps: businesses of all sizes have looked at the possible application of it in their Identify/qualify prospects organisation. For example, many and plan the campaign products/services are regularly sold over the telephone, without previously having been seen – examples are pest-control services, Call prospects and arrange magazine and other subscriptions, credit card appointments memberships (particularly for a second account holder), energy switching (electricity and gas), health club memberships, double glazing and timeshare (linked with a “you’ve Meet prospects won a free holiday” message approach). What is Handle objections and answer questions Telemarketing? Telemarketing can be defined as “marketing by telephone”. It means using the telephone Make the sale as the primary way to communicate with prospective customers. One of the most inexpensive ways to do business when compared to direct mail and personal sales Follow up visits, it offers a significant advantage over these other two methods of marketing. The objectives of telemarketing may be boiled Telemarketing facilitates one-to-one down to four main ones: relationship marketing on a scale unrivalled by any other medium. Computer systems and  Creating an awareness of a product or specific software programs which are service. available to support telemarketing initiatives,  Order-taking via the telephone call – make the process of contacting prospective either at the time or shortly afterwards. customers both fast and cost-effective.  Conducting research into new or Advances in information technology in the existing products or services – via what last few years, means that research analyses is called “marketing research”. that previously might have taken weeks to  Setting up an appointment for a sales complete can now be achieved in a fraction visit. of that time and usually provide a competitive advantage. Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 2
  4. 4. More Sales Through Telemarketing Telemarketing personnel are skilled and  In situations where a business is unable experienced professionals who employ to recruit and retain face-to-face sales planned time scheduling and tracking personnel of sufficient calibre. systems for outgoing telephone calls requiring callbacks from customers or For any telemarketing/inside sales initiative prospects. Whilst each market will vary, in to be successful, a number of ingredients are general the best time for making business-to- needed. The most successful programmes are business telemarketing calls are after 10am those that incorporate a number of marketing and between 2 and 5pm except for Mondays tools – telemarketing works best when it is and Friday afternoons which are regarded as used with other media. Telemarketing, like bad times to try to make contact. direct mail, is most effective when used with a well-defined target list. Unlike direct mail, Remember that people do business with the script used over the telephone should be people they know, trust and like. One of the short. biggest challenges that a telemarketer faces is establishing a rapport with a prospect. This is Remember that your aim in using the much more difficult when you don't have the telephone is to gain a commitment from your benefit of being face-to-face with your prospect or customer. prospect. There is one downside - the reputation of Telemarketing firms charge a variety of telemarketing has been somewhat tarnished different ways, per hour, per contact, flat fee, by the unethical sales practices of some and sometimes even a percentage of sales. companies – particularly those that misleadingly suggest a market survey is Telemarketing has many uses and is a being conducted rather than selling anything. powerful tool in most successful businesses – for example, it can be used for:  Customer surveys Effective  Product launch invitations  New product announcements Telemarketing   Consumer solutions Marketing research Scripts Telemarketing can be an effective way to  Sales campaigns introduce new products, conduct market  Seminar promotion and reservations research, obtain appointments to make a  Database cleansing and updating presentation, and to sell products. When you  Support for products and services plan these types of calls, consider using a written script. Use scripts to:  Mailing and advertising  Help callers plan and control the  Account management progress and contents of their calls  Customer care and retention  Guarantee consistency of results and  Lead generation the delivery of a standard message  Appointment setting  Facilitate training and testing  Increasing your Internet business  Encourage focus  Trade Show follow up  Post Sale follow up Without a script, you risk repetition, omissions, inconsistencies and poor quality.  Reader Response Card follow up In this article, we will present the types of scripts companies may want to develop and Although telemarketing is a terrific way to some basic guidelines for script writing. increase sales, very few salespeople have There are four basic types of scripts. The learned how to use it to their best advantage. complexity of the sales message determines which type will best fit your needs: It is particularly appropriate for: verbatim, outline, guided or call-plan.  Straightforward repeat order taking from existing customers. For details visit the Incredible English  Accounts which are too small to justify website at www.incredibleenglish.com. a personal sales visit. Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 3
  5. 5. More Sales Through Telemarketing Whatever script you use, be sure to clearly  An expectation that you will be tell the customer up front who you are, what available when the customer calls – your product or service will do for them, and irrespective of the time of day or night. why they should buy from you and not your Often, inbound calls are taken by a call competitors. centre. Script-Writing Guidelines Outbound Outbound telemarketing involves either you  Think visually or someone from your company or a  Encourage dialogue with the customer telemarketing firm calling the potential  Listen to the caller’s script suggestions client, usually with a prepared script for the  Continue to test and revise your script telemarketer to follow. Not all products or services can be sold over by telephone –  Answer the first question in your customer’s mind, “What’s in it for me?” some require a demonstration, or a personal sales call. Telemarketers can set  Use short sentences appointments, or qualify prospects for  Build empathy. (Ask with sincerity, follow-up by the sales team. “How are you doing?”)  At the end of a call, always confirm the order, or repeat the customer commitment Regulations  Show concern for the customer first, United Kingdom then position the sale In 1999, UK regulations came into force  Provide pauses in the script legally requiring companies not to call  Use motivating language individuals whose numbers were listed on the  Script all warranties, payments, UK Telephone Preference Service. guarantees, liability and regulatory Regulations for calling businesses followed. information First, from 11 December 2003, businesses  Use the four Cs: clear, concise, are given an enforceable right to opt-out of conversational, convincing receiving unsolicited marketing calls - “cold  Verify the customer’s name and calls” - which they can exercise by asking the address twice (at the beginning and caller to cease making further marketing calls end of the conversation) to a particular number or numbers. Secondly, and with effect from 25 June 2004, businesses are extended the right to prevent Types of unwanted marketing calls by registering with the corporate Telephone Preference Service Telemarketing (TPS). The procedure to register for the Inbound Telephone Preference Service is to call 0845 070 0707. (All calls are charged at a local Inbound telemarketing is where you advertise rate). Or visit www.tpsonline.org.uk to your product or service and have a number register online. for interested persons to call – for example, to place an order, to register an interest in a Following the adoption of the promotion or to obtain further information. Telecommunications Data Protection Inbound telemarketing involves marketing Directive by the European Parliament in your product or service in some other media. 1997, the Department of Trade & Industry It offers the convenience of ordering or (DTI) and the Office of Telecommunications finding out more simply by telephoning a (OFTEL) entered into a public consultation number published in that media – for period resulting in The Telecommunications example, in a newspaper advert or on screen (Data Protection and Privacy) Regulations in a TV commercial. Inbound telemarketing 1999 which affect all telemarketers in the UK has four requirements: and came into force in May 1999. The  The publication of a telephone number Directive and Regulations are wide-ranging for the customer to call. in their scope and should be studied  Ease of calling – 0800 or other carefully, in their entirety, by UK freephone numbers. telemarketers.  Availability of relevant and complete information for the caller. Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 4
  6. 6. More Sales Through Telemarketing The Privacy and Electronic Communications  The Telemarketing Sales Rule - This is Regulations that came into force on 11 enforced by the Federal Trade December 2003 extended some of these Commission (FTC). This laws deals regulations to businesses. For more details mainly with fraud. Consumers must see our publication IP679 – Cold Calling. convince the FTC or their state attorney general. Consumers cannot take action themselves unless more than $50,000 The Regulations: is lost due to fraud. Also see a list of  Provide a ban on sending unwanted consumer education pamphlets. "junk" faxes to individuals;  Enable people to opt-out of receiving unwanted direct marketing phone-calls by registering, free of charge, their Telemarketing  name with a centralised list; Enable companies to sign up to a Contacts similar scheme to avoid receiving  The Direct Marketing Association is the "junk" faxes; trade organisation for companies in  Require marketers to offer a contact direct marketing in the UK. address or freephone number so that www.dma.org.uk people can contact them to ask to be  The Telephone Preference Service, set removed from their databases. up by the Direct Marketing Association (UK) Limited (DMA), was originally Companies and individuals who do not wish formed in 1995 as a voluntary self- to receive unsolicited direct marketing faxes, regulatory mechanism to enable consumers to opt-out of receiving or unsolicited direct marketing phone calls, unsolicited sales and marketing calls. are able to register with opt-out schemes, run OFTEL awarded the contract to the DMA by the Direct Marketing Association to run the Telephone Preference ("DMA") appointed by OFTEL. Service (TPS) and Fax Preference Service (FPS). www.tpsonline.org.uk Stiff penalties may be levied against  Junkbusters – an organisation providing marketers who fail to comply with the worldwide information on unwanted privacy intrusion and whose mission is regulations. “is to free the world from junk communications”. USA www.junkbusters.com There are several US state laws which vary  The Office of Fair Trading - a UK depending on the state. The US has two Government Department with major federal telemarketing laws: responsibilities for consumer protection. www.oft.gov.uk  The Telephone Consumer Protection Act of 1991 - This is enforced by the  UK Data Protection Registrar - a UK Federal Communications Commission Government Department with (FCC). This law allows consumers to responsibilities for data protection. sue telemarketers directly for up to www.dataprotection.gov.uk/principl.ht $1,500 per violation if the conditions of m the law are met.  The Call Centre Association (CCA) is the professional body for the call and contact centre industry in the UK. www.cca.org.uk Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 5
  7. 7. More Sales Through Telemarketing Recommended Further Information Important Notice Reading This guide is for general interest - it is always essential to take advice on specific issues. We © Copyright 2001- believe that the facts are correct as at the date 2008, Bizezia Limited.  Secrets of Successful Telephone All Rights Reserved. Selling: How to Generate More Leads, of publication, but there may be certain errors Sales, Repeat Business, and Referrals and omissions for which we cannot be This publication is by Phone, by Robert W. Bly, published responsible. published on our behalf 1997 by Owl Books; ISBN: by Bizezia Limited. It 0805040986. is protected by We have a publication on how UK legislation copyright law and  Easy Step by Step Guide to reproduction in whole affects telemarketing – please ask for Telemarketing, Cold Calling & or in part without the Appointment Making, by Pauline publication number 320. publisher’s written Rowson, published 2000 by permission is strictly prohibited. The Summersdale Publishers; ISBN: If you would like to receive further publisher may be 0953298752. information about this subject or other contacted at  Friendly Persuasion: Dynamic publications, please call us – see our contact info@bizezia.com Telephone Sales Training and (telephone 0870 389 details on the next page. 1420). Techniques for the 21st Century, by Dan Coen, Dan H. Coen, Marie Articles and information Burkenheim, published 1997 by DCD contained herein are Publishing; ISBN: 0966043618. published without responsibility by us, the  Successful Telemarketing, by Bob publisher or any Stone, John Wyman, published 1993 by contributing author for NTC/Contemporary Publishing any loss howsoever Company; ISBN: 0844232963. occurring as a consequence of any  Handbook of Telemarketing, by Michael action which you take, Stevens, published 1999 by Kogan or action which you Page; ISBN: 0749418486. choose not to take, as a result of this  Teleselling: A Self-Teaching Guide, by publication or any view James D. Porterfield, published 1996 by expressed herein. John Wiley & Sons; ISBN: 0471115673. Whilst it is believed  Selling by Phone: How to Reach and that the information contained in this Sell to Customers, by Linda Richardson, publication is correct at published 1995 by McGraw-Hill the time of publication, Companies, Inc.; ISBN: 0070523762. it is not a substitute for obtaining specific  Stephan Schiffman's Telemarketing, by professional advice and Stephan Schiffman, published 1992 by no representation or Adams Publishing; ISBN: 1558501304. warranty, expressed or  Better Business by Phone: A Guide to implied, is made as to its accuracy or Effective Telebusiness, by Valerie completeness. The O'Dea, published 1999 by Purdue information is relevant University Press; ISBN: 1557531552. within the United Kingdom. These disclaimers and exclusions are governed by and construed in accordance with English Law. Publication issued or updated on: 14 December 2004 Ref: 533 Aaron Wallis Sales Recruitment, 01908 764280, www.aaronwallis.co.uk 6
  8. 8. Aaron Wallis hopes that you have found this document useful. Aaron Wallis is a specialist sales and marketing recruitment business that is innovative, values led and aims to offer a brilliant service to employer and candidate clients. Aaron Wallis recruitment services include:  Database Recruitment  Contract and Interim  Assessment Centres  Response Management  Search and Selection  Executive Research  Advanced Skills Testing Aaron Wallis also offer Added Value Services that include:  Independent CV Verification  Sales Training, Sales Training Needs  Recruitment Training Analysis  Coaching & Mentoring  Occupational Psychologists CANDIDATE JOBSEEKERS: Aaron Wallis offers to candidate clients a unique Career Advice Centre dedicated specifically to Sales professionals. Their Career Tools section covers CV Hints, Interview Tips, advice on interview preparation, goal setting tools and templates, presentation skills development, improving reading of body language and more. Visit the Career Tools section of www.aaronwallis.co.uk to find out more and to sign up to their Sales ‘Career Success Masterclass’, a unique 15 day coaching development programme designed to enhance your performance at interview. NEW FOR 2008 this also includes FREE MP3 audiobook downloads. EMPLOYERS: For employer clients Aaron Wallis offers a unique sales recruitment services that is proven to significantly increase ‘On the job performance’ by incorporating competency interviewing, psychometric profiling and skills/ability testing into the process. The inclusive Aaron Wallis service is backed by a unique 12 MONTH REBATE SCHEME and their service is delivered at a FIXED Price per assignment, allowing you to remain in control of your recruitment budget. Aaron Wallis is a committed independent recruiter that is based from their HQ in Central Milton Keynes. Aaron Wallis are members of the REC (the industry regulatory body), the AER (Association of Executive Recruiters) and various local Chambers and focus groups. For more information call 01908 764280 or visit www.aaronwallis.co.uk Aaron Wallis Sales Recruitment Norfolk House (East) 499 Silbury Boulevard Central Milton Keynes Buckinghamshire MK9 2AH info@aaronwallis.co.uk Aaron Wallis is a trading style of Aaron Wallis Recruitment and Training Limited. Registered Address: Norfolk House (East), 499 Silbury Boulevard, Milton Keynes, MK9 2EH. Aaron Wallis is as an Employment Business and registered in the UK No. 6356563. VAT Registration No. 918 1077 27

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