Telemarketing 101

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OUTBOUND Telemarketing 101
Part 1
1. What is Telemarketing
2. Types of telemarketing
a. Outbound (definition)
b. Inbound (definition)
3. Types of Inbound and Outbound telemarketing campaigns
4. Inbound
a. Customer service
b. Technical Support
5. Outbound
a. Lead Generation / Survey
b. Appointment Setting
c. Sales
6. Types of Outbound Telemarketing
a. B2C
b. B2B
7. B2B Basics
8. Eligibility / decision makers
9. Getting Pastthe Gate Keeper - Basic
10. Types of calls
a. Warm
b. Cold
11. Leads and Files
12. Dialer / Different DialingModes
a. Predictive
b. Preview
c. Power
d. Manual
13. Dispositions and Examples commonly used call Dispositions
14. Call Backs
a. General Call back
b. Specific/Personal Call back
15. Verification
16. Types of scripts
a. Verbatim
b. Conversational
17. Scamming / Misleading
18. SPH
19. Time zones
a. OBT time zone restrictions (B2B and B2C)
20. Monitoringand Coaching
21. ClientSession
22. Seeded Calls

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WHATIS TELEMARKETING
It isa methodof directmarketinginwhichasalespersonusesthe telephonetosolicitprospective
customerstobuy productsor services,eitheroverthe phone orthrougha subsequentface toface or
webconferencingappointmentscheduledduringthe call.
TYPES OF TELEMARKETING
a) Inbound
b) Outbound
OUTBOUND
Whenthe representative calls upcustomers foranofferor service
Examples:
Selling, Promotionsand Surveys
An OUTBOUND call centerjobrequiresworkerstoplace callsusingalistof contactsand a
writtensalesscript..Outboundcall centerworkersmaybe doingdirectsalesworksuchas asking
for a donationortheymay give the recipients of theircallsinformationandtrytobook
appointmentsforoutsidesalesrepresentativestofollow upon.Outboundcall centerworkers
may be askedto up-sell,orpromote additionalproductsandservices.
INBOUND
The representativeisTAKINGIN /ANSWERINGcalls.
Examples:
CustomerService,Techsupport,DirectoryAssistance, InquiryHandling
An INBOUNDCall Centerjobrequiresworkerstoanswerincomingcallsfromcustomers.This
workcan be more unpredictable thanoutboundcall centerworkasthe workerdoesnot know
whowill be callingwithwhatproblem, request,orinformation.The Inboundcall centerworker
musthave a thoroughknowledge of the products,services,andpoliciesof the companyhe or
she isrepresenting.Some call centerjobsrequire extensive technical knowledgeof the product
or service andtechnical service representativescommunicatewithcustomerstotroubleshoot
problemswiththe productorservice.

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TYPES OF INBOUND TELEMARKETING CAMPAIGNS
a. Customerservice
CSR pertainstoagentswho usuallyprovidesupportandassistance tocustomersincorrectuse
and optimizingaproduct.
b. Technical Support
- Technical SupportRepresentatives referstoagentsthatprovidestechnical supporttoproducts
or services.
- Thisespeciallyappliestotechnology productssuchascellularphones,computers,internet
connection(ISP),software productsandotherelectronicormechanical commodities.
- Tech supportrepresentativesoftenreceivehighersalariescomparedtocustomerservice
representatives.Thisisapparentlybecause of the technical skillsandtechnical trainingthatTSR
employeesare requiredtopossesstoeffectivelyprovide the saidtechnical service
TYPES OF OUTBOUND TELEMARKETING CAMPAIGNS
a. Lead Generation/ Survey
A leadis a personwhohas insome way,shape,or formindicatedinterestinyour
company'sproductor service.
Lead Generationisthe Process of
collectingnamesandcontactinformation aboutqualifiedprospects whichwillbe
contactedby the salespeople forgeneratingorders.
Traditionallyleadgenerationoccurredatplaceslike trade shows –visitorstoa
company'sboothwouldfill outacard withtheircontactinformationandturnit into
receive acall back fromthat company's salesteam.Since the rise of the Internet,many
businessesuse theirwebsitesasa leadgeneration option.
Lead generation isacritical part of the salesprocess.It'sthe firststepinthe salescycle,
so a shortage of leadswill affectthe entire process.
In marketing, leadgeneration isthe generationof consumerinterestorinquiryinto
productsor servicesof a business. Leadscanbe createdforpurposessuchas list
building,e-newsletterlistacquisitionorforsales leads.

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b. AppointmentSetting
AppointmentSetting isclassifiedasaform of Telemarketing conductedtogenerate and
arrange qualifiedsalesmeetings.
The main purpose of appointmentsettingistocall potential customers, qualifyand
engage theminconversation,provide information andcreate interestregardingour
productor service, andsetupmeetingswithamemberof the salesforce of the
companythat theyare representing.
c. Outbound TelemarketingSales
Outbound telemarketingisaproactive formof marketingorpromotinga business,
productor service.Thistype of telemarketingisassociatedwithoutboundsalescalls
whena businessistryingtosell acustomertheirparticularproduct. Thisprocessusually
involvesprocessingof paymentsonline oroverthe phone.
TYPES OF OUTBOUND TELEMARKETING
a) B2C
Business-to-consumer
The exchange of services,informationand/orproductsfroma businessto a consumer
b) B2B
Businessto Business
The exchange of products,services,orinformation betweenbusinesses
DIFFERENCEBETWEEN B2B AND B2C
B2B dealsprimarilywithotherbusinesses,notthe general public
B2C providesproductsandservicesdirectlytothe enduser.
B2C – Businessesthat Sell to Consumers
 Productdriven
 Brand identitycreatedthroughrepetitionandimagery
 B2C companiesemploydifferent marketingcampaignsforpublicizingtheir
goodsand services.Thiswouldinclude coupons,vouchers,emailblasts,banner
ads,limitededition offersandthe likestoentice theirtargetmarkettobuy

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 Maximize the value of the transaction
 Single stepbuyingprocess,shortersalescycle
 These campaignsare much shorterindurationthusthe urgentneedto secure
the customer’sinterestveryquickly.The pathtopurchase mustbe short and
simple –justa few clicksfromemail receipttoorderconfirmation.Anymore
than a couple of clicksand the customerislikelytoabandonthe shoppingcart.
The call to actionmustbe obviousandthe offerenticing.
 Large targetmarket
 Merchandisingandpointof purchase activities
 Emotional buyingdecisionbasedonstatus,desire,orprice
 Loyaltyisan importantaspectinB2C marketing.Thisprovedverytrue for
companieslike Amazon,BestBuy,andStaples.They combine goodcustomer
service andeducationontheirproductandservicesthustheircustomerskeep
comingback.
B2B – Businessesthat Sell to Businesses
 Relationshipdriven
 Maximize the value of the relationship
 The salescycle inthe B2B worldis oftenmuchlongerandmore complex.It
mainlymaximizesonthe value of relationships.A B2Bcompanyneedstofocus
on maintainingcommunicationandbuildingrelationships.
 Small,focusedtargetmarket
 Multi-stepbuyingprocess,longersalescycle
 Marketingactivitiesinvolvingleadgenerationthatcanbe nurturedduringthe
salescycle can be usedto attainthisgoal.
 B2B featuresamulti-stepbuyingprocessthatneedsmore thanone personto
decide onthe purchase thus B2B companiesemploymarketingtoeducate its
target audience
 Brand identitycreatedonpersonal relationship
 Educational andawarenessbuildingactivities
 In B2B, “contentisking” formarketingparaphernalia
 The contentmust be straightto the point,shouldhave contactinformationfor
offline communicationsandthe landingpagesare easytonavigate andutilize.It
mustcontaininformationonfeatures,benefits,andpossiblypricing.
 Rational buyingdecisionbasedonbusinessvalue

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B2B BASICS
 Understandthe bottom line of everybusiness:
 Everybusinesswantstomake as muchmoneyas possible,usingasfew resources,time
and effortaspossible.
 It won’tmatterif you are the biggest,best,orbrightest.Businessesonlywanttoknowif
your service orproductwill helpsave ormake money,save time,orboostproductivity.
 UnderstandYOUR bottom-line rule:
 Your objective istospeakwithsomeone inapositionof authority.Itdoesn’tmatter
whenithappens,aslongas it does.
 B2B accountsrequiresthatyouspeakonlywiththe qualifiedDecisionMaker(DM)
 Contact yourprospectsearly!That'sthe besttime toreach the decisionmakerdirectly,
and formost people,it'sthe time thatthey're mostopentodiscussnew ideas.
 In mostB2B telemarketingcall centers85% of the day’stotal appointmentsare set
before noon.
 Gate Keepers
 In B2B telemarketing,youwilldeal withaGate Keeperinalmosteverycall
 TheyDo NOT make buyingdecisions
 Theirmainjobis to screenthe callsthat come in and eliminate unimportant
interruptionsinthe decision-maker’sday,whilemakingsure thatthose whoshouldbe
put throughare
 B2B Scripts
 We reallyneverknowwhatthe prospectwillsay,soB2B scriptsand responsesare meantto
be flexible..
 The secretwithscriptsis notto read itword forword butto have enoughinformationinit
to give yourself confidence whenyou’re engagedinconversation.The pointistouse the
scriptas a tool for guideddiscussion.
 B2B: KISS Me
 Use the KISSprinciple.KISSis originallyanacronymfor "KeepitShortand Simple".
 KISSstatesthat simplicityof the callflow andyourlinesshouldbe akeygoal and that
unnecessarycomplexityshouldbe avoided.
 Simple wordsare the bestwords.
 B2B: Quick and Easy
You’re much more likelytosucceedinyourgoal if the prospectfullyunderstandswhatyouare
offeringorrequire.Consequently,keepyourreasonforcallingclearandmake sure that youcan
getyour pointoutquicklyandeffectively.

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 B2B: Tell Me What and Tell Me More
 You’ll have maybe 20 secondsto make a credible pitch.Anylongerandyourlinesorcallflow
mustbe adjusted.
 If the prospectsays“tell me more,”you’ll needtobe readytoprovide detailsyourself,orbe
readyto create an opportunityforthe prospectto obtainsuchdetails.
 Dealingwith Direct Questions
 Many questionsduringabusinesscall environmentare intellectualandare almostalways
tiedinto the Bottom Line.
 You needtoanswerquestionslikethesewithoutbeingevasive.A directresponse which
approachesfromtwoor more anglesisbest
Q: How muchis yourservice?
Bad Answer:Itdependsonwhatyouneed.
Good Answer:Mostof our clientsrequestabout$10,000 worthof work fora full
featuredwebsite;however,dependingonwhatyouneed, itcouldvaryby a few
thousandeachway.
 B2B: Provide Value
 Have somethingof value tosayon everytelemarketingcall.
 Be sure they're able tosay theyare betteroff afteryour call than theywere before it,even
if theydon't make a purchase or set an appointment.
 It can be helpfultocall withideasyou've heardfromothercustomersthatmightbe useful
to them.
 EligibilityandDecisionMakers
Referstothe personor personswhocan actually ACCEPT a productor service we are selling
Lead-OnlyPrograms: can onlysell tothe leadname
EligibilityPrograms:(campaignspecific)
• SPOUSE can be eligible foranoffer.
• ANYONEinthe home whois OVERTHE AGE OF 18 and is AUTHORIZEDto make a
decision

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OUTBOUND TELEMARKETING BASICS
TYPES OF CALLS
a) Cold
 Callingaprospect(whomaynot know the caller) withoutaprior contact/ appointment.
b) Warm
 callingcustomerswhoinitiallymade contactwithus(online survey,email)tofollowup
on the product/servicesthatwe offer
 callingthe existingcustomersof ourclientstooffernew productsandservices
TYPES OF SCRIPTS
a) VERBATIM - to read the scriptword forword
b) CONVERSATIONAL- can add some words,or explainthe presentationintheirownwords(the
contextof the script shouldnotbe changed to the extentthatitbecomesmisleading)
LEADS
 termusedto describe the PHONENUMBERS that are dialedtocall potential customers
 Alsoknownas prospective customers
FILES
 DATA BASE of PHONE NUMBERS.
 Phone numbersof PEOPLE thata clientwantsusto call.
 The I.T. departmentreceivesthe filefromaclientandthendownloadsthe phone numbersinto
the DIALER.
DIALER and DIALER MODES
DIALER
isan electronicdevice thatisconnectedtoa telephone line tomonitorthe dialednumbersand
alterthemto seamlesslyprovideservicesthatotherwise require lengthyNationalor
International accesscodestobe dialed

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DIALER MODES
1. Predictive
2. Preview
3. Power
4. Manual
1. Predictive
 Predictive dialingisastate-of-the-artpacingmode usedtocall a large numberof customers
withinashort periodof time.
 Screens outno-answers,busysignals,answering machines,and disconnected numbers,and delivers
the call to the next available agent Predictive dialingoptimizesthe time of agentsbyreducing
the idle timesbetweenconnectedcallsandfreeingagentsfromdialingcalls.Predictive
dialinggathersstatisticsconcerningthe durationof calls,how long ittakesforcallsto be
answered,andhowoftenare callsanswered.Whenan agentisaboutto become idle,the
systemplacesseveral calls.
 Predictive dialingcampaignscanachieve agentproductivityof 50 minutesperhourand
nuisance ratiosof 3% or less.The systemiscontinuallyupdatingpredictive dialing
probabilitiesandmonitoringnuisance ratiosforperformance andcompliance with
legislation.Forexample,predictivedialingisusefulinsalescampaignstocall alarge number
of contactsand maximizingthe workingtime of agents.
 The performance of predictive dialingtakesintoconsiderationthe accuracyof the contact
listsandthe policiesonnuisance calls.If the contactlistispoor,the performance of the
predictive dialingcampaignisatrisk as agentsare not connectedtolive contactsand are
not able todo business.
2. Preview
 Previewdialingenablesagentstofirstview the available informationaboutthe customer
and decide whentoplace the call.Inadditiontothe informationaboutthe customer,agents
may alsoviewall the historyof the customerwiththe contactcenter.Afterviewingthe
informationaboutthe customer,the agentrequeststhe systemtomake the call.
 For example,previewdialingisuseful indebtcollectioncampaignsto allow agentstoview
informationaboutthe customeranddefine astrategybefore startingtotalktothe
customer.The systemdeliverspreviewcallstoagentsautomatically,takingintoaccountthe
priorityof the call and the skillsof the agentto handle the call.Previewdialingkeepsagents
fromdialingcallsmanually.
3. Power
 An automated dialer shows the accountinformation and phone number on the screen after the number
is dialed,but is not predictive.

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 AlsocalledProgressive dialing,Powerdialing placescallsonlywhenanagentisavailableto
handle the call.Automateddialersconsiderthe priorityandthe skillsof the agentto
automaticallyplace acall to the agent.In powerdialing,anagentisalwaysavailabletotalk
to the customer.
 Powerdialingissuitableforall campaigns,fromcustomercare follow-upcallsto
telemarketing.Forexample,powerdialingisuseful tocall predictive dialingcontactsthat
resultedinnuisance toensure thatanagentis available totalktothe customer.A 2012
researchstudyconductedbyThe Bridge Group,Inc.discoveredthatwhile insidesales jobs
and careerdemandisup 54 percent,mostsalesleveragecomeswithpowerdialersoftware.
4. Manual
Manual Dialing'referstocallsthatare placedmanuallybyanagent.
Usuallydone whenacustomerprovidesanalternate contactnumberthat’snotin our Filesor
providesreferrals
SPH
 SalesPerHour,and is one of the performance goals setbyclientsinordertocontinue doing
businesswiththem.
 Calculatedbydividingthe total numberof SALESbythe total numberof HOURS WORKED.
 For example,if arepresentative made 8saleswhile working7hours,thentheirSPHwouldbe:
 1.14 salesperhour (8/7)
OUTBOUND TELEMARKTING CALLING RESTRICTIONS
 Under the TelephoneConsumerProtectionActof 1991, telemarketingfirmswere restrictedto
makingsalescallsonlyduringthe hoursof
 8 a.m.and 9 p.m.inthe calledtime zone.(B2C)
 9am-5pm inthe calledtime zone (B2B)
 The law doesallowsome exceptions.A customerwhoexpresslyaskstobe contactedat a
specifictime,forexample,maybe calledoutside the legal window.

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DISPOSITION
a) Somethingthatisdone at the endof EVERY call
b) Processof lettingthe computerknow WHATHAPPENEDon a particularcall
Examplescommonlyusedcall Dispositions
 Sale
 NotInterested
 Callback
 AnsweringMachine
 No Answer
 Language barrier
 Wrong Number
 DNC/DoNot Call
CALL BACKS
 A CALL BACK occurs whenthe persona REPRESENTATIVE iscallingis UNAVAILABLE
 REPRESENTATIVES can simplysetanothertime inwhichtocallbackthe customer
GENERAL CALLBACK – no specifictime anddate given (noappointmentwasset)
 You were able tospeakwithsomeone whoisnotthe decisionmakerandasksyouto call back
 You were able tospeakwiththe decisionmakerbuthasno time tospeakoverthe phone and
asksyou to call back at anothertime
SPECIFICCALLBACK / PERSONAL Callbacks – there isa specifictime anddate given
A Personal Callbackisdefinedasone where youhave made apresentationtoadecision-maker,but
are notable to close the sale forone of the followingreasons:
 The Buyer mustconsultwitha partneror spouse
 The Buyer hasrequestedliterature throughe-mail orwantstodo his/herownresearchto
knowmore about the product
You will have alreadyattemptedtoclose the sale,butthe Buyerinsiststhatyoucall back fora
decision. Inthiscase,youwill alwaysdothe following:
 Be sure that theyBuyerhasno questionsremainingthatyouhave notanswered
 Seta specificdayandtime forthe callback—anappointment
 Let the Buyerknowthat he/she willneedtosetaside time toplace the order
 Do not allowtoomuch time to elapse betweenthe initial call andthe callback

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Whenyoucall back,alwaysmentionthatinyour introduction:
“This is Susan Brown calling for(company name). John Smith asked meto call today atthis time. Is
he availableright now?”
Assume the sale: “Mr.Smith,this is Susan calling again for(company name). Can Igo ahead now
and processyourpurchaseforyou today?”
VERIFICATION
 processof verifyingthe name,address,anddetailsof anofferwhile being RECORDED
 Confirmingwhatthe clientisagreeingto
 Confirmingall the informationthatyouhave gatheredtoavoidclerical mistakes
 Servesasa verbal contractbetweenthe customerandthe clientwe represent
 Termsand ConditionsisalsoknownasDisclosure
 Thisis to ensure thatwe have the CORRECT informationaswell aslettingthe customerknow
EXACTLY whattheyare agreeingto.
 Done incase the customerclaimsthat they NEVERAGREED to the termsandconditionsof an
offer.
 If everthere isa dispute,acompanycan simplypull the recordingforPROOF.
A sale can eitherbe HELD or CANCELLED after beingverifiedbythe QA department
HELD
Term usedtodescribe asale that is beingputonhold afterbeingverifiedbythe QA Department
Heldreasonsdifferpercampaign
CANCELLED
Term usedtodescribe asale that is LOST afterbeingverifiedbythe QA Department

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EXAMPLES OF HELD/CANCELLED REASONS
 Significantwordsorphrasesnotmentionedclearly.
Example:rates,fees,charges
 Failure toverifyinformationaccurately
Example:address,date of birth,creditcardinformation
 Fast Pacing(inaudible)
Example:disclosure
 NotVerbatim
Example:omittingimportantinformation duringverification
 Failure togathera clearresponse fromCM
 Incorrecttaggingof information
Example:enrollingCMtoa differentpackage
 Misrepresentation /Scamming
Example:changingrates,misleadinginformation
SCAMMING/MISLEADING
 Term usedtodescribe representatives whoachieve salesby LYINGOR MISLEADING their
customers.
 Representatives wholie ormisleadcustomerswill be TERMINATEDIMMEDIATELY!

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Example of misleading:
(Script) “Andwhat’sevenbetteristhatthe ComcastHigh-speedInternetservice isnow offered
at a lowcostof only$22.95 permonth forthe first three (3) months,andthat alreadyincludes
the $3.00 monthlymodemfee rental!That’sasavingsof $23.00 off the normal monthlyrate for
the nextthree (3) months!Isn’tthat great?!”
(You) “Andwhat’sevenbetteristhatthe Comcast High-speedInternetservice isnow offeredat
a lowcost of only$22.95, and that alreadyincludesthe $3.00 modemfee rental!That’sa
savingsoff the normal rate!Isn’tthat great?!”
MONITORING AND COACHING
Listening to agents’ telephone calls to assess the qualitywith which the call is handled. Monitoring can be silent,
announced,side-by-side,or recorded for later review.
 QA’sand Supervisorsmonitorcalls everyday.
 All of the live monitoringthattheywill be conductingare ‘BLIND’.
 Constructive feedbackonmonitoredcallsare givento the representatives toMOTIVATE&
IMPROVEPERFORMANCE
 Passingmarkfor monitoredcallsis90%
 COMMISSIONS are alsobasedonmonitoringscores.
CALIBRATION / CLIENTSESSION
 Clientsalsomonitorcallsfromthe USto ensure the contact center’sadherence tothe policies
and qualityguidelines
 TheyRANDOMLY choose representatives andlistenintheircalls
 Client, Managers,teamleads,andQAs evaluate and discussthe callsandprovide feedbackand
coachingto the representativewhosecall wasmonitored

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SEEDED CALLS
 In the Filesthatthe Clientsprovide,there will be one leadname thatis‘planted’.
 That plantedleadname isactuallyone of the client’srepresentativesandwill pretendtobe a
customer.
 Thisis one wayfor themto gauge if the TSRs are reallyfollowingtheirpolicies