CONTENTS About the author Introduction How to use this guide What this guide covers What you will learn 1. What is telemarketing? Why has telemarketing grown? Where does telemarketing fit in? Direct Marketing Regulations regarding cold calling In summary 2. Who makes a good telephone Salesperson? How can telemarketing be used? Inbound calls Outbound calls Benefits of the telephone Disadvantages of the telephone In summary 3. Planning your telemarketing Identifying your target audience Setting targets Prospecting for business In summary 4. Setting your objectives Understanding why people buy Buying motivations What are you selling? Selling benefits not features Know your competition In summary 5. Getting through It's all in the voice What's in a name Other techniques for getting through Voicemail and answer machines In summary 6. The call Stage 1. The verbal handshake Stage 2. Establishing and building rapport In summary 7. The call: taking control Open questions Closed questions Listening actively Social and critical listening What prevents us from listening? How to listen Listening exercises Stage 3. The call structure Open attention question Situation questions Problem/needs questions Implications of the problem Need Stage 4. Signing off or closing Call structure In summary 8. Signing off or closing Buying Signals Types of close Alternative close A free offer Solving the prospect's problem Fear close Say what will happen after the call? Follow up call In summary 9. Handling objections Golden rules Common objections In summary 10. Professional telephone techniques Words and phrases to avoid Speaking to improve communication Angry calls Checklist for handling difficult calls In summary The future for Telemarketing
Pauline Rowson has written eight business and motivational books in the easy step by step series. For ten years she ran her own highly successful marketing, public relations and training agency. She is also the author of the popular marine mystery series of crime and thriller novels.
This highly informative, clearly writen book covers every aspect of telemarketing. In fact everything you need to know about how to build your busines by telephone. HSBC Bank