tm training. mission and objectives contents what is telemarketing? verbal and non-verbal...

TM TRAINING

Mission and objectives

Contents

What is Telemarketing?

Verbal and non-verbal communication

Inbound calls

Required knowledge/competencies

Outside Sales

Outbound calls

Practice

The definition of Telemarketing is “any sale or service conducted over the phone”.

The goal of Telemarketing is to transform a call into a deal.

The art of Telemarketing is when two informed personalities discuss a subject of mutual interest.

1. What is Telemarketing?

Telemarketing is one of the most important sales channels for Office1.

The TM function can provide up to 70% of company revenue.

The personalized approach that our Telemarketing provides makes us stand out among other OP suppliers.


• Words and Voice

• Smile

• Friendly Attitude

How do we influence the listener over the phone?


Mission:

Find the best solution for our clients and make them feel they made their own decision.

Value their time and opinion.

Build a strong long-term relationship through exceptional service and trust.

2. Mission and objectives

Objectives:

To realize sales that bring profit to the company.

To raise order value through various selling techniques.

To grow customer base and retain existing clients.


• ConvenienceMinimum efforts and Timely results

• Quick ResponseAnswer by the third ring

• Problem-freeProvide problem-free solutions

What does the client expect?


Rules of the Telemarketer

•Always talk in a friendly manner

•Smile throughout the duration of the call

•Speak clear and comprehensible language

•Listen to your client

•Call the client by their name to provide personalized approach

•Always thank the client at the end of the call

Never forget: The Client is our employer!


3. Types of Communication

Communication is:

7% - Words

38% - Pitch, volume, intonation

55% - Body language – posture, facial expressions, gestures

The client “hears” your body

language even through the phone!


Your Words

• Carefully select your vocabulary, the client does not have the luxury to look at you

• Adapt to the client’s style – people like communicating with alike counterparts

• Don’t use slang or too complicated terminology

• Use words that “sell” – promotion, you save, free, easy, etc.

• Confirm that the listener has rightly understood your point

• Spell out names and specific terms to avoid confusion


Your Voice

• Speak clearly

• Express positive emotions

• Smile ! It greatly effects your influence

• Sit up straight and be focused

• Stand up if you have to be more convincing

• If you don’t hear the other speaker clearly, tell him

• Stress on the words that “sell”


Your Voice

- I personally, don’t think it’s a good offer.- Shows that you could not interest THIS particular client.

- At this point, we are not interested by the offer.- Shows that this is not the right moment to sell, wait a little and

contact the client again.

- At this point, we are not interested by this offer.- Shows that the client is not willing to work with your company. Try to

understand the reason!


Your Body Language

• It can be “heard” over the phone

• Makes your presentation lively and interactive

• Smile

• Learn to understand the body language of your client – pauses, precipitance, voice pitch shows client attitude and gives you hints where to go next

Market Knowledge

• Study your competition and find out their strengths and weaknesses

• Does anyone else offers TM in the office products field?

• Outline OFFICE 1 advantages and disadvantages

• What is the office products market in your country?

4. Required Knowledge


Types of Clients? Why do we contact each type?

Existing – they buy regularly

- Call to promote new product categories that complement their purchase Example: they buy toners but do not buy copy paper from us

- Call to present new product, new promotion, new catalog, etc.

- Call to survey satisfaction levels and improve service

- Send greeting letters when:

• There is new contact person

• Contact person celebrates birthday, wedding or promotion

• Company receives an excellence award, opens new office, etc.


Types of Clients? Why do we contact each type? (continued)

New – never before bought from us

- Send “Thank You” after the first order has been placed.

- Call to personally thank the client, survey satisfaction levels. Check if order process and delivery are successful and customer is completely satisfied.

- Discuss future cooperation and expanding the category range they buy from us.

- Call to arrange a meeting

Returning – treat them the same way as new clients

- Review sales history

- Discuss reasons for their return



Clients we lost – did not place an order for more than 180 days

- Send a letter showing our interest in doing business with them

- Send current brochure and flyers

- Call to find out why they left us

- Check such companies on a monthly basis

Customers we may loose –did not place an order for 30-90 days

- Call to find out why they haven’t placed an order

- Find solution and act to keep them with us

- Arrange a meeting

- Check such companies on a weekly basis



Potential clients

- Call to present OFFICE 1

- Call to provoke interest

- Call to win them as a Client!!


Database

How to build the database?

• Company name, address, telephone, fax, e-mail

• Contact person

• Decision maker/ process

• Client needs, equipment, consumables

• Most frequent purchases

• Current supplier

• Frequency and volume of orders

• History of contacts

Product Knowledge

• Study categories and assortment. Visit store in case product identification is required. Participate in product trainings organized by vendors.

• Try to see our product through the client’s eyes.

• They want to know how will that product help them, not how good we think it is.

• Differentiate between a product’s characteristics and advantages

Study brochure and flyers in detail! This helps you come up with quick and efficient solutions!


5. Inbound Calls

Inbound calls are generated by the OFFICE 1 marketing materials, advertisements and outbound calls

The objective is to increase sales per account and profitability by increasing order size through suggestive and add-on selling techniques.

Why do customers call?

1.To seek information

2.To request an offer

3.To place an order

4.To complain

5. Inbound Calls

Calls to seek information

1. Identify the client

• Check if the client is already in the database, if not – create a customer file

• Check previous activity

• Make the client feel important and appreciated

• Check last order satisfaction

• Ask if they received the brochure


2. Identify Specific Needs

• Offer information and solutions relevant to their requirements

• Emphasize on our products’ strengths and advantages

• If we do not have the product, we offer a substitute or create a special offer

• In case we need additional time, we ask permission for a follow-up call. Set a specific time and make sure you are 100% punctual

• In case of office machines, always offer consumables. Periodically contact the client based on expected consumption

5. Inbound Calls


3. Convert to Sale

• Inform the client about current promotions, new products or services

• Inform the client of our gift program

• Plan follow-up call or meeting with OSR

• In case an order is not placed, we ask when a decision will be taken and what will affect it

5. Inbound Calls


3. Convert to Sale (continued)

• Push the sale with the following questions:

- If you order now your order will be delivered by…hrs.

- How much/many would you like?

- Where would you like the order delivered?

- What makes you hesitate?

“Thank you for calling OFFICE 1” should end each call!

5. Inbound Calls

5. Inbound Calls

Calls to place an order

1. Identify the client

- Company Name

- Verify Contact information

- Person placing the order

2. Take the order

- Taking an order should be quick and efficient

- In-depth knowledge of the assortment and the brochure

- Clarify the client’s requirements for color, size and format

- Discuss the client’s needs and offer best solutions

- Offer higher-margin brands and point out their advantages

5. Inbound Calls

Calls to place an order (continued)

- Do you have BIC markers?

- Yes we have BIC. Would you like permanent or white-board marker?

- I want a white-board marker.

- Chiseled or bullet tip?

- Bullet

- I have a very attractive offer for you. I can offer you an Office1 marker only for $... You save 15% on your costs. What color do you need?

5. Inbound Calls


3. Raise average order value

- Always offer complementary products to reveal client’s hidden needs

• Printers – toners, copy paper, USB cables

• Filing – sheet protectors, indexes, dividers, archive boxes

• White boards – markers, pointers, erasers, cleaning

• Laptop – bag, mouse, stand, etc.

- Reference current promotions

- Promote new products

5. Inbound Calls


3. Raise average order value (continued)

- Expand the product portfolio of each client by offering items or categories they have not purchased from Office1

- Pantry – cleaning, beverages, snacks, coffee, etc.

- Business Services

- If they buy toner cartridges, make sure they buy copy paper

- Promote the benefit of reaching higher incentive levels

• If you reach $...you will get your order delivered today/tomorrow FREE of charge

• Once your order reaches $...you will get our Gift

5. Inbound Calls


4. When an item is missing:

- Offer a substitute

- Offer delivery on a later date

- Check if this is a repetitive purchase and offer the client regular delivery of that specific product

Understand that office products are commodity items and should not be brand sensitive – offer alternative brands!

5. Inbound Calls


5. Close the call

- Average order time should not exceed 15 min

- Define Payment terms

- Delivery terms

- Date and time of delivery

- Delivery address

- Who will receive the order

- If it’s a first order, always plan a follow up call

- Arrange a meeting to negotiate long-term cooperation

“Thank you for placing an order with OFFICE 1” should end each call!

5. Inbound Calls

Calls to request a quote

Clients seek quotes for specific products/services, most often to compare us with competition

• Identify the client and verify database

• Identify requested products or services

- Do we carry the item or not?

- If not, can we offer a substitute or use alternative sources

5. Inbound Calls

Calls to request a quote (continued)

Clients seek quotes for specific products/services, most often to compare us with competition

• Ask the following questions to identify client’s specific needs:

- How would you like to pay?

- When do you want the goods delivered? And where?

- Do you have any additional inquiries?

- Who should we address the offer to?

- How would you like to receive the quote, by e-mail or fax?

5. Inbound Calls

What makes a good quote?

Suggests obligation and commitment

- Price? Yes, but not only!

- Personalization – make the client feel the offer was especially created for them.

- Only Now! – expiration date gives the impression that the quote will not last and encourages the client to take advantage of the special prices now

5. Inbound Calls

What makes a good quote? (continued)

Simple – easy to read, without small print!

Incentives – include gifts or additional promotional products

Trustworthy

- Indicate real saving and value

- Use testimonials

Always include your name and contact information!

5. Inbound Calls

Calls for complaints

Complaints are OPPORTUNITIES!

To understand and correct our weaknesses.

Successfully handled complaint, further improves customer loyalty.

5. Inbound Calls

Calls for complaints (continued)

Value and respect complaining clients – they allow us to retain them.

- An angry client will share his experience with 10 other people

- A satisfied customer will share with ONE!

5. Inbound Calls

Calls for complaints (continued)

- 96% of clients never complain. 90% of them will never buy from us again!

- Even if the complaint is handled well, 40% will still not buy again.

- But if you respond quick and efficient, 90% will stay with us and build even stronger relation!

5. Inbound Calls

Not only we lose a client, but our competitors win one!

Not only we lose a client, but our competitors win one!

5. Inbound Calls

Reasons to complain

• To receive better service

• To receive an explanation

• To receive an apology

• To receive compensation

• To express anger and disappointment

5. Inbound Calls

How to handle a complaint

• Be positive and helpful, even when facing anger and rudeness

• Respect the client and their complaint

• Listen carefully to what they say

• Do not excuse yourself. Focus on solving the problem

• Never argue

• Take the time to research the problem and offer solutions

• Closely follow up until the problem is completely solved

6. Outbound Calls

Outbound Telemarketing establishes OFFICE 1 Outbound Telemarketing establishes OFFICE 1 image and creates brand awareness.image and creates brand awareness.

6. Outbound Calls

The Objectives are:

•Build customer database and actively add new accounts

•Lead proactive selling campaigns

•Maintain regular contact to build strong relationship with your accounts

•Follow up on orders

•Survey customer satisfaction

•Greetings for holidays and anniversaries

•Offer new products, services and promotions

•Arrange OSR meetings

6. Outbound Calls

Stages of an Outbound Call:

1.Planning and Preparation

2.Establishing contact

3.Identify needs and requirements

4.Introduce OFFICE 1 solution

5.Close the call

6. Outbound Calls

1. Planning and Preparation

Motivation and enthusiasm

• Undertand that you will bring real value to your clients from your very first call

• Know the expected success rate -There is no 100% efficiency – proceed with the next client and come back to this

one later

• The more outbound calls – the higher success rate!

6. Outbound Calls

1. Planning and Preparation (continued)

Practical Preparation

• When do we call- Make calls in the morning- Best time to call 10-12 / 13:30-16:30- Group your calls - type of call or customer

• Who do I need to call? New or existing customer?- Company name- Name and position, if we know it- Study the client file in detail (existing customers)

• List your objectives and goals - Sale- Gather information - Present the company- After sale follow-up

6. Outbound Calls

1. Planning and Preparation (continued)

Practical Preparation

• Prepare bullet points of topics you will discuss- Introduce OFFICE 1 – products, services, strengths, etc.- Current promotion- How did the last order go? – delivery on time, product quality, etc.- Questions – office machines, monthly consumption, etc.

Helps you structure the call and builds your confidence!

• Pen and paper always available

• What is my opening phrase?- Remember: The first 5 words are more important than the next 1,000- There is no second chance to make first impression

6. Outbound Calls

2. Establishing Contact

• Introduce yourself and the company- Good morning, my name is…I am calling from Office 1.

• Find contact person- By name, if you know it- In case you don’t know the name, ask who is responsible for office supplies

• State the purpose of the call and ask if this is a convenient time to talk

• If the contact person is not available- Find when we can reach “her”- Set a convenient time to call back

• Avoid leaving messages – you give up your right to call again!

6. Outbound Calls

2. Establishing Contact (continued)

How to get by rejection?

- Good morning, my name is Sylvia Scott. I am calling from Office 1, we are leading supplier of office products. May I speak to Ms. Jeniffer Williams?

- Speaking.

- Hi Jeniffer. Would it be convenient for you to discuss our offer?

- No! I am really busy right now!

- I appreciate your time. Can I suggest a phone call later today or tomorrow?

- Tomorrow would be fine.

- Would you prefer to call you at 11 or 3 o’clock? /provide only two alternatives/

6. Outbound Calls

3. Identify Needs and Requirements

• Provide a brief description of OFFICE 1 - We are a leading international office products supplier. We offer full

range of products from stationary and business services to electronics and furniture at best prices.

• Ask questions and let the client talk- How do you buy office supplies?- What are the products you purchase regularly?- Are you satisfied with your current supplier?- What factors would make you switch to a new supplier?

Make your clients talk! The more information collect the more convincing you will be at the next stage!

6. Outbound Calls

4. Introduce OFFICE 1 solution

• Quick recap of the discussion. Confirm client’s needs.

- I understand quick delivery is crucial for you, isn’t it?

• Attract attention by pointing out a specific advantage of the solution we can give. Stress on client’s critical need, mentioned previously in the conversation.

- We value your time and we can offer same-day delivery at no additional cost!

• Back up your statement with specific product characteristics, certificates, refer to brochure and website

• Keep the client in the dialogue - Does this meet your requirements?

6. Outbound Calls

5. Explore the client’s perception

• Ask questions to provoke the client to share his true thoughts about our offer

- Is there anything that bothers you?- Would you like to discuss anything in more detail?- What stops you to proceed with an order?

• Respect the clients opinion- I understand your point. I believe you have the right to think so.- I am glad you mention this….

• Analyze carefully what they say, to get to the heart of the matter

Don’t be pushy. The client must feel they make their own decisions!

6. Outbound Calls

6. Close the call

• Always plan next actions

- Send a quote- Send brochure, flyer- Arrange meeting with OSR- Plan follow-up call (exact date and time)

“Thank you for your time and interest in OFFICE 1!”

7. Outside sales

1.Objectives

2.Rules of the OSR

3.Preparation for a meeting

4.Meeting stages

7. Outside sales

The primary goal of a salesman is to turn The primary goal of a salesman is to turn prospective customers into actual ones.prospective customers into actual ones.

To do that a good salesman generates and To do that a good salesman generates and closes leads, educates prospects and closes leads, educates prospects and

appropriately fills client needs.appropriately fills client needs.

7. Outside sales

1. Salesman objectives

• Meet existing clients

• Generate leads

• Make product & services presentations

• Prepare quotes

• Prepare contracts

• Create and update client files

• Report sales and activities

• Deliveries

7. Outside sales

2. Rules of the salesman

• Always keep professional attitude- Be punctual and adapt to your customer’s work environment

• Never attend a meeting unprepared- Clients are different and they all need personalized attention

• Be friendly and polite

• Stay honest and objective- Client relationship is based on trust. Stay focused and listen .

• Know your product in detail- Product detail goes beyond product description and characteristics.

Understand the true value for the customer

7. Outside sales

2. Rules of the salesman (continued)

•Always be aware of market conditions-Understand OFFICE 1 strengths and advantages which can directly

influence purchase decisions-Stay up to date with competitors’ products, services and promotions

•Make the client feel important-Makes them confident to be your business partners

•Regularly visit your clients-Builds loyalty and long term relationship

•Fulfill your commitments and obligations

•Dress according to local business style-Always stay neat and tidy

7. Outside sales

3. Preparation for a meeting

• Plan your meeting- Purpose – sale, introduction, delivery, etc.- Duration - part of daily planning- Location – map and traffic conditions

• How well do we know the client- Who are you meeting with? Decision maker, boss, employee?- Specific requirements- Frequency and average volume of orders- What was the last contact and when?

• Set your goals- Finalize a sale- Introduce OFFICE 1 and crate awareness- Successfully handle a complaint- Make OFFICE 1 their preferred office products supplier

7. Outside sales

3. Preparation for a meeting (continued)

• Before you leave:

- Briefcase- Documents – quotes, invoices, contracts, etc.- Pen and paper- Calculator- Business cards- Current brochure, catalogue, flyer- Gift items- Tissues and breath mints

7. Outside sales

4. Meeting stages

• Introduction- Introduce yourself- Exchange business cards- Note your client’s name and position“ I see you are the administrative director. I understand you are in

charge of office supplies purchasing. Am I right?”

• Plan - Outline meeting agenda“Thank you for this meeting. I suggest I briefly present our company

and then I would ask you a few questions to understand more about…………”

“ I appreciate your time and I would not take more than 15 minutes to discuss our offer…”

- If your client is pressured by time, better reschedule the meeting for a more convenient moment.

7. Outside sales

4. Meeting stages

• Define needs- Ask questions to reveal criteria when buying office products• Price/Quality• Innovation• Image• Service• Delivery and payment terms

- Ask questions to understand consumption• Product Categories• Volume• Frequency of purchases• Budget

- Ask questions to reveal satisfaction with their current supplier• Are they happy with current solution?• Are they willing to switch suppliers?

7. Outside sales

4. Meeting stages

• Product presentation- Summarize client needs and expectations“So Ms. Williams, from the above I understand that you need………,

don’t you?”

- Start presenting your offer, based on the discussion so far

- Emphasize a primary advantage of our solution“As you mentioned, getting the right product on time is crucial for you.

Our product availability is guaranteed at all times. With our same-day delivery plan you will never run out of copy paper.”

- Back up your statements with technical characteristics, brochure references, quality certificates, etc.

- Do not “overload” the presentation with too many arguments and facts. This may confuse your client.

- Keep the client engaged and take the initiative to finalize a deal.

7. Outside sales

4. Meeting stages

• Finalize a sale

- Push the client with engaging questions:

“Excellent, shall we discuss contract conditions?”“When would you like to place the order, this afternoon or tomorrow

morning?”

- If the client is ready to order, you can proceed with establishing order and delivery process, payment terms and special conditions.

- After-sales service attests our professional attitude. Engaging the customer is crucial for repeat business. Send a “Thank you” letter.

“Ms. Williams, I will call you tomorrow so I can make sure everything is as you expected. If any questions occur we will be glad to answer you because we can provide you with information and solution.”

7. Outside sales

4. Meeting stages

• Typical rejections

High prices

- If the price is not competitive we emphasize on our level of service and quality of products.

- The customer may not realize that our price is truly the best on the market. Accurately compare brands, applications and products.

- Price is not the most important part of the deal. We sell professional service and solution.

- Discounts are your measure of last resort and may not necessarily strengthen client relationship.

Best form of discount is free product or coupons for future orders.

7. Outside sales

4. Meeting stages


Satisfied with current supplier

- Acknowledge their decision. Ask additional questions to discover difficulties with current supplier.

• Price• Delivery• Payment terms• Quality

“Ms. Williams, I understand that you are currently satisfied with your solution. My goal is to inform you of other market alternatives and in case the need arises you can rely on OFFICE 1. We constantly strive to achieve better prices and improve product quality and I believe we can be valuable to you.”

7. Outside sales

4. Meeting stages


Needs time to research more options

- Acknowledge their decision and schedule another visit.

“Ms. Williams, I understand you want to study other options. I would do the same if I were you. We are excited by the opportunity to work with you. Would you allow me to visit you again before you make your final decision?”

Preferred brand or product is missing

- OFFICE 1 carries a full line of products. Remember that we are selling applications, not brands.

Always leave the door open for further visit, regardless of the reason for rejection.

8. Practice

1. Write down a possible inbound call scenario

2. Write down a scenario for an outbound call

3. Product training

4. Questions

Thank you for your attention!Thank you for your attention!

tm training. mission and objectives contents what is telemarketing? verbal and non-verbal...

Documents

particular client

tm training slide

definition of telemarketing

art of telemarketing

goal of telemarketing

objectives contents

voice smile friendly

ring problemfree