Telemarketing has increasingly become a low-cost and high-return marketing method. Many well-known enterprises and companies have set up their own telemarketing teams, hoping that telemarketing will bring more customers to the company and create higher value. But in telemarketing, how to split the company's marketing goals and connect them to the actual work of marketing representatives is not easy. Here I share some of my experiences with you.
Telemarketing, as the name suggests, is to sell the company's products and services as the ultimate goal, but if this goal is imposed on the marketing representative at the beginning of the marketing, the marketing representative must supplement a lot of product knowledge, deal with the strange questions of customers, and at the same time try to find ways to do it. How can the product be sold? It can be seen that the pressure is very high, and how many marketing representatives can bear it? Even if it can be tolerated, what is the marketing effect? Therefore, some representatives are lazy in enriching product knowledge, some representatives deliberately avoid some problems in the process of communicating with customers, and some representatives simply give up the customer list based on "perception", which will cause serious damage to our human resources and customer resources. Waste, directly increase the cost of telemarketing. Therefore, our managers need to split the company's big goals, and pass the small goals of each stage to each marketing representative, so that the final sales goal can be successfully completed.
Here I will split telemarketing into four stages, namely, list screening, phone follow-up, problem solving, and order fulfillment.
1. List screening: List screening is the first purpose of telemarketing. That is, after calling the customer for the first time, omit the list of wrong contact numbers, including no such number, no such person, etc. At the same time, it is necessary to classify the customers who can really get in touch with different purchase intentions, namely, they are divided into five categories: immediate purchase, interested purchase, consideration, hesitant to purchase, not buying telemarketing list in the near future, and definitely not buying. For customers who buy immediately, we will place an order for the customer, deduct the payment, and complete the sale according to the process (but in general, such customers are very few and can be hard to find). For the other four types of customers, we will classify and label them in order to prepare for our next step.
2. Telephone follow-up: The purpose of this stage is to maintain proper communication according to the different purchase intentions of customers, and finally gain the trust of customers. For different purchase intentions, we have to treat them differently.
1. Customers who are interested in purchasing: the processing of such customers should be accelerated. Active follow-up and communication on the phone, after gaining the trust of the customer, the customer will be transitioned to the next stage as soon as possible.
2. Customers who consider or hesitate to buy: The purpose of treating such customers at this stage is to communicate and contact, not to market products too much. We need to use different strategies. We must not sell products to customers immediately after the phone is connected, but communicate with customers to understand their needs and interests. For those who are interested in buying, do not buy in the near future, and definitely do not buy, so as to treat them differently.