Verfügbarkeit: Telemarketing factomatic

Telemarketing factomatic:

Gespeichert in:

Bibliographische Detailangaben
Hauptverfasser:	Fielding, Peggy (VerfasserIn), Drummond, Gary (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Englewood Cliffs, NJ Prentice Hall 1991
Ausgabe:	1. print.
Schlagworte:	Telemarketing > United States > Management > Handbooks, manuals, etc Management Marketing Telefonverkauf USA
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XXXI, 464 S.
ISBN:	0139219900

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Datensatz im Suchindex

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adam_text	TABLE OF CONTENTS Foreword by Jean Kelley iii What This Book Will Do for You v PART ONE HOW TO START AND BUILD A TELEMARKETING SALES OPERATION 1 1 1 A Brief Background on Telemarketing 3 What Telemarketing Is 3 Profit or Nonprofit 3 What Telemarketing Is Not 4 1 2 What the Pioneers of Telemarketing Teach Telephone Salespeople of Today 5 Seven Helpful Ideas and Attitudes of Early Telemarketers 5 1 3 Common Misconceptions About Telemarketing 6 Four Misconceptions You Have to Live Down 6 Four Easy Ways to Overcome Misconceptions About Telemarketing 6 1 4 Common Telephone Scams the Public Should Avoid and You Should Do the Same 8 How to Recognize the Phony Contest 8 How to Root Out the Instant Profit Schemes 8 How to Avoid the Numbers Game 8 A Rule of Thumb Guide for Businesses and Methods You Should Avoid When You Start Your Telemarketing Business 9 Six Tips Consumers Have Been Given to Help Them Avoid Telephone Scams 9 1 5 Attractive Attributes of Telephone Selling 10 Eleven Advantages to the Telephone Marketing Business 10 The Seven Steps to Telemarketing Success 11 1 6 Why You Should Use Inbound Telemarketing 13 Thirteen Reasons for Using an 800 Number 13 How to Set Up an 800 Number 14 The Cost of Using the 800 Number 14 1 7 The Costs of Making Contact by Telephone 15 Compare the Cost of a Sales Rep 15 Look at the Cost of Equipment 15 vii viii Table of Contents How to Get Around Setup Costs 16 Start Small and Grow 16 Nine Other Telemarketing Start up Costs 17 1 8 Plan Before Setting Up Your Telemarketing Division or Company 18 How to Make a Plan and Then Follow It 18 Outline the Plan 18 Do a Market Analysis 18 A Five Part Summary for Writing a Telemarketing Business Plan 19 Ten Points Toward Getting Started in Telemarketing 19 1 9 The Proven Method of Setting Up Telephone Selling for Your Company or Corporation 21 Why Setting Up for Telemarketing Isn t as Simple as It Looks 21 Seven Office Site Considerations 21 Five Operating Considerations 22 How to Open a Telemarketing Site Within Six Months 22 Business to Business Marketing Strategies 23 Five Start up Secrets to Success 23 1 10 Successful Telemarketing Demands Successful Management 24 Why Telemarketing Management Faces Special Problems 24 Seven Characteristics of Successful Telemarketing Managers 24 Seven Ways to Define the Duties of Your Telemarketers 25 An Eleven Part Quiz for Telemarketing Center Management 25 1 11 How to Use a Telemarketing Consultant 29 When to Call In a Consultant 29 Managing the Project 29 Recognizing the Good Consultant 29 Watching Your Budget 30 Finding the Right Consultant 30 Keeping an Open Mind 30 Putting It in Writing 30 1 12 Some Demographics of Existing Telemarketing Companies 31 The Types of Firms Using Telemarketing 31 Areas of the Country Where Telemarketers Are Located 31 Surrounding Environments of Existing Telemarketing Offices 31 Questions You Should Ask Before Deciding Where to Put Your Call Center 32 1 13 How to Deal with Your Telemarketing Staff s Customer Relations 33 Six Steps to Instilling Professionalism in Your Telemarketing Staff 33 How to Create Policies with Which You Can Live Forever (or at Least for a Very Long Time) 34 Table of Contents ix Three Questions to Ask Before Setting Any Staff Policy into Place 34 Convince Your Staff of Your Sincerity 35 1 14 Market Considerations When Setting Up a Telemarketing Department or Business 36 Five Questions to Ask Yourself When Considering a Product 36 How to Choose the Direction Your Business Should Take by First Isolating Your Market 36 Three Steps to Isolating Markets 37 1 15 How to Set Your Primary Goals for Your First Year in Telemarketing 38 How to Set Your Budgetary Goals 38 How to Convert Weekly Expenses to Monthly Expenses When You re Working on a Budget 38 Three Ways to Set Your Sales Goals 39 How to Set a Goal for Name Recognition 39 How to Achieve Name Recognition 39 Four Primary Methods of Promotion 39 1 16 Licensing Laws and Regulations That Will Affect Your Telemarketing Business 40 Seven Laws That Specifically Govern the Telemarketing Industry 40 How to Set Up Under Your State s Laws 40 1 17 How to Hire a Telephone Sales Staff 42 Three Hazards of Putting Together a Crew 42 Two Steps for Avoiding the Hazards of Hiring 42 What to Do When Hiring the Staff 42 Five Don ts When Hiring a Staff 43 What to Say to the One and Only Superapplicant Who Also Wants Superpay and Whom You re Sure Is Worth It 43 Three Steps for Hiring a Professional Without Going Broke Paying Him or Her 44 A Special Hiring Technique for Telemarketers 44 Personality Traits Common to Successful Telemarketers 44 Tests Can Target Dependability 45 A Staffing Plan for the Corporate Telemarketing Center 45 A Philosophy of Compensation for Telemarketers 46 1 18 How to Train a Telephone Sales Staff 47 How to Set Up the Classroom 47 How to Plan for Telephone Sales Training Sessions 47 How to Know When the Canned Pitch (the Script) Stops Being an Aid and Becomes a Hindrance 47 Five Benefits of a Script 47 Two Major Drawbacks to Using a Script 48 How Training Can Keep Corporate Recruits on the Job 48 x Table of Contents 1 19 How to See That the Telephone Employee Is a Good Telephone Salesperson 49 Two Challenging Goals for Your Telephone Salespeople to Meet 49 Three Measurements to Make While Managing Your Telephone Salespeople 49 How to Locate the Right People for the Corporate Phone Room 50 How to Help Your Sales Team Grow in Productivity 50 1 20 How to Let the Government Help You Analyze Population and Spending Patterns 52 Eight Places to Look for Demographic Information 52 1 21 How to Adapt the Telephone System to Your Business Needs 54 Ten Rules for Making the Telephone Your Own Profit Making Secret 54 Three Reasons for Using an Autodialer 55 1 22 How to Master the Important Basics of Telephone Sales 56 Plan Calls Around the Five As 56 Sales Secrets Behind the Scenes 56 Ten Ways to Check Whether You ve Utilized Your Telephone Room s Potential Abilities 57 1 23 How to Gain Your Lion s Share of the Market 59 Developing a Product to Sell 59 How to Earn the Lion s Share of the Market When You re the Exclusive Supplier of the Product 59 How to Earn the Lion s Share of the Market When You re Not the Exclusive Supplier of the Product 59 How to Earn the Lion s Share of the Market When You re Not the Exclusive Supplier and Your Product Is of No Higher Quality Than All the Others 60 A Summary of Ideas for Determining Product 60 1 24 How to Make Sure the Better Business Bureau and Dun Bradstreet Don t Ruin Your Business 61 Five Ways to Keep Your Reputation Above Board 61 1 25 How to Make Sure Your Telephone Staff Has Full Information About the Product 62 Five Common Product Information Aids to Provide Your Staff 62 Four Steps to Imparting Enough Information to Make Your Staff Believers Even If They ve Never Seen the Product 62 1 26 How to Write a Script 63 Four Ways to Write a Script 63 Three Steps to Using the Vomit the Words Method of Writing a Script 64 Table of Contents xi Five Steps to Using the Idea Brainstorming Method of Writing a Script 64 Three Steps to Writing a Script Using the Sentence by Sentence Method 66 Three Steps to Using the Outline Method of Writing a Script 66 How to Beat Writers Block 68 1 27 Why You Have to Keep Your Script Flexible and How to Do It 69 Five Question Test to Measure Your Script s Sleep Factor 69 Four Ways to Build Flexibility into the Telemarketer s Pitch 70 Expect Professionalism from Script Users 70 1 28 How to Dry Run Your Telemarketing Program 71 Three Steps for Setting Up a Marketing Test 71 How to Test Your Product Sales Potential 71 How to Evaluate the Results of Your Product Sales Test 72 How to Read the Geographic Marketing Area s Product Analysis 73 How to Format Product Analysis Statistics 75 The Final Test for Product Salability 76 1 29 Professionals to Contact for Services to Your Company 78 Five Steps to Finding Good* Professionals to Help You in Your Telemarketing Business 78 Three Facts to Remember When Seeking Recommendations from Friends and Acquaintances 78 What to Look for When Hiring an Accountant 78 What to Look for When Hiring an Attorney as Long as You re Not in Trouble 79 What to Look for When Hiring an Attorney When You re in Trouble 79 Two Professional Services You Don t Want and Why 79 Three Reasons to Avoid Bookkeeping Services 80 Why You May Not Want to Hire a Consultant 80 1 30 When a Telemarketing Service Agency Can Help You and How It Can Harm You 81 The Advantages in Using a Service Agency 81 The Disadvantages in Using a Telemarketing Service Agency 81 How to Choose a Telemarketing Service Agency 82 1 31 How to Adjust the Growth of Your System to the Growth of Your Business 83 How to Determine Your Growth Measurement When Your Systems and Equipment Are Leased 83 How to Determine Your Growth Measurement When Your Systems and Equipment Are Purchased Outright 83 How to Determine Your Growth Measurement When Your Systems and Equipment Are Financed 83 xii Table of Contents How to Use the Growth Measurement Properly 84 How Technology Can Help the Corporate Telemarketing Manager 84 1 32 Getting the Credit Card Facility in Place 85 What to Expect When You Apply to Become a Bankcard Merchant 85 How Point of Sales Devices Might Help You Speed Up Credit Card Transactions 85 How to Procure Other Credit Card Facilities 85 1 33 Ways to Increase Productivity and Lower Expenses 87 How to Analyze Your Requirements for Office Facilities 87 Four Areas to Avoid When Searching for a Business Site 87 How to Decide Furniture and Equipment Needs 88 Where to Find Used Telephone Equipment 88 How Much to Pay Employees 88 How Call Accounting Can Improve the Bottom Line for Beginning Telemarketers as Well as for Corporate Phone Rooms 88 Consider the Communications Complex 89 1 34 Why If You re First in Your Product Field to Accept Telemarketing You Can Control That Market 90 How to Grow by Phone 90 Who and When to Phone for Best Results 90 1 35 Why People Fail When Setting Up a Telemarketing Program 92 Five Reasons for Business Failure 92 More Particular Reasons for Failure in the Telemarketing Field 92 1 36 Controlling Your Inventory 93 Rules to Follow for Managing Any Inventory Control System 93 Two Ways to Manage Your Inventory Without Costing You an Arm and a Leg 93 Six Steps for Operating a Unit Record Inventory Control System 93 Five Steps for Operating the Red Dot Inventory Control System 94 1 37 Six Pros and Cons of the Delaware Corporation 95 What a Delaware Corporation Is 95 Six Advantages to Incorporation Under Delaware Laws 95 Three Disadvantages to Incorporation Under Delaware Laws 95 1 38 How to Learn Whether Your People Are Doing the Job That Telephone Salespeople Are Supposed to Do 97 A Checklist of Statistics for Measuring Productivity 97 How to Gain Production Through Automation 97 Table of Contents xiii 1 39 Where to Find Inexpensive Employees to Handle Your Telephones 99 Three Applicants You Must Never Hire at Any Price 99 Types of Applicants for Whom It s Worth Taking a Chance 99 Seven Ways to Find Cheap Labor 100 Staffing the Corporate Phone Room 100 1 40 How to Handle Employee Turnover 102 Four Things You Should Never Do to Keep People from Quitting 102 Five Ways to Keep Employees from Quitting 102 How to Do Some Personnel Planning 103 1 41 How to Deal with Chemical Dependency Problems of Employees 105 How to Spot an Employee with a Possible Chemical Dependency 105 How to Set Up a Legal Drug Testing Procedure for Your Employees 106 Where to Go to Solve a Chemical Dependency Problem 106 When It s Okay to Butt into the Family Affairs of Your Employees 107 Five Rules to Follow When Helping Employees with Personal and Family Problems 107 Other Dependencies That Might Affect Employee Productivity 107 1 42 How to Create a Good Telemarketing Room Atmosphere 109 How to Soften the Drone of Voices 109 How to Make Your Call Center Comfortable 109 Three Steps to Automation 110 1 43 How to Solve Common Problems in Telemarketing 111 Fifteen Questions and Answers for Setting Up and Maintaining a Telemarketing Business 111 1 44 How to Catch Everyone Without Computer Dialing 114 Instructions for Use of the Dialing Sheet 114 Sources of Telemarketing Prospects 115 Marked Sample Sheet 116 Completed Exchange Sheets 117 1 45 How to Sell Intangibles Through Telemarketing 125 Why the Question of Tangible or Intangible Product Might Not Matter to Total Sales Figures 125 The Single Greatest Difference Between Your Telemarketing Business and the Local Shopping Mall 125 Three Rules for Selling Intangible Products 125 xiv Table of Contents 1 46 Why the Old Script Is Now a New Message 127 How to Meet Objectives Yet Let Natural Communications Flow 127 The Six Major Components of the New Script 128 It s All a Matter of Practice 128 1 47 Why Training Is More Important than Elaborate Systems 129 Four Great Reasons for Acquiring New Equipment and Systems 129 Some Tips for Taking Control of Your TSRs 129 1 48 How to Start Your Telemarketing List 131 Building the List 131 Three Ways to Measure Your Progress 131 A Few Sources of Prospects for Your List 132 1 49 How to Look at Your List as an Asset 133 A Dozen Facts to Include in Your Customer List 133 1 50 How to Use Cross Selling 134 A Cross Selling Script 134 1 51 Why Human Engineering and Workstation Design Are Important 135 Eight Reasons Why Ergonomics and Workstation Design Can Be Profitable 135 1 52 How to Decide Whether Telemarketing Is Justified for Your Corporation 137 PART TWO HOW TO PROFIT BY TELEMARKETING 139 2 1 Why Telemarketing Is the Wave of the Future 141 Four Reasons People Are Willing to Buy via the Telephone 141 How Technology Will Stop Debit/Credit Card Fraud 141 2 2 How to Profit by Telemarketing to Corporations and Small Businesses 142 Two Important Decisions You Must Make Before Telemarketing to Businesses 142 How to Forecast Your Profits 142 Install a Profit Maker 142 Rethink Your Business Services Marketing 143 How to Make Business to Business Telemarketing Work for You 143 2 3 How to Profit by Telemarketing to Individuals 146 The Three Things Necessary for Deriving Profit from Cold Calling 146 Table of Contents xv Three Reasons Why Telemarketing to Individuals Is Cost Effective 146 Your Greatest Sales Opportunities 146 2 4 How to Profit by Telemarketing for Nonprofit Organizations 148 Become an Executive for Good Works 148 How Public Television and Radio Can Add to Your Revenue Generation 149 2 5 How to Profit by Telemarketing to Government 150 Answer Three Questions Before Trying to Telemarket to Any Department of Government 150 How to Land Government Contracts 150 2 6 How to Set Up International Telephone Selling for Your Company 152 Five Ways International Telemarketing Can Work for Your Company 152 Necessary Research Before You Begin Calling the World 152 Lay Your Foundation for Success 153 Why You Should Telemarket Overseas 153 New Markets in Eastern Europe 154 Cashing In on the Unified European Community 154 Lines Across the (Northern) Border 155 Telemarketing in the Orient 156 Business Logistics with Which You Must Become Familiar to Telemarket to Foreigners 157 2 7 How to Determine the Ideal Qualifications for Businesses You Wish to Reach 158 Two Questions You Can Answer to Describe Your Best Prospects 158 Ways to Do Your Prospecting 158 Why Some Customers Aren t Worth Your Time 158 Be Aware of Geographic Appeal 159 The Demographic Profile Makes a Difference 159 A Specific Mind set Affects Your Market 159 2 8 How to Make Sure Your Telephone Staff Has Enough Information to Sell Effectively, but Not Enough to Destroy Your Business 161 How to Use Pricing Parameters Instead of Price Lists 161 Three Rules to Follow When Providing Product Cost Figures to Telephone Salespeople 162 How to Get the Goods on Your Telemarketing Sales Group 162 2 9 How to Be Sure the Supply Will Be There as Demand Grows for Your Product 164 Three Things to Do When First Starting to Sell Your Products 164 xvj Table of Contents 2 10 How to Compete with Salespeople Who Are on the Scene 165 Six Ways to Compete with Competition Selling the Same Product Through Field Salespeople 165 2 11 How to Keep the Deal Sold After the Sale 166 Three Things Customers Say That Tell You They re Suffering from Buyer s Remorse 166 What to Do When Customers Show Signs of Buyer s Remorse 166 Some Absolutely Sure Ways of Queering a Deal When the Customers Have Buyer s Remorse 166 2 12 How to Handle Problem Calls, Awkward Situations, and Difficult Clients 168 Three Questions to Ask Yourself When You Have a Demanding Caller 168 Four Devices the Telemarketer Can Use to Defuse an Explosion 168 How to Make Your Actions and Your Words Speak Loudly to Your Customer 168 Four Things You Must Do When Handling Complaints 169 How to Teach Your Telemarketing People to Handle Complaints 169 Three Basic Techniques for Handling Customers with Problems 169 How to Help Your Sales Reps Handle Stress 170 How to Handle Inbound Calls for Information or Help 171 Affirmations for the TSR 171 2 13 Six Ways to Deal with Problems of Confidentiality 172 2 14 How to Sell to the Bureaucrats in Big Corporations 173 A Half a Dozen Bureaucratic Types Who Might (or Might Not) Buy from You 173 2 15 How to Justify Intangible Products to Large Companies 175 Four Important Rules for Selling to Big Business 175 Four Methods Your Telemarketer Can Use to Pitch Your Intangible Product 175 2 16 How to Make Money Staying Home by the Telephone 177 Equipment Needed to Run a Telemarketing Office from Home 177 Five Advantages of Country of Small Town Home Based Telemarketing 178 Five Disadvantages to Telemarketing from Home 178 2 17 How to Set Up Professional Telemarketing Office Appointments 179 Sample Script for Arranging Telephone Appointments with Customers Who ve Bought from You Before 179 Table of Contents xvii Sample Script for Arranging Telephone Appointments with Prospects Who ve Never Bought from You Before 180 Problems with Inbound Service Appointments or Sales 180 2 18 What to Do About Prospects Who Demand Written Proposals 181 Three Reasons Why It s Beneficial to You When Prospects Announce That They Never Buy Without a Written Proposal 181 Five Steps to Preparing Personalized Business Proposals 181 What to Say When the Prospect Wants a Proposal 182 2 19 How to Persuade the Prospect s Receptionist or Secretary to Work in Your Favor 183 A Three Step Script for Getting Past Secretaries 183 2 20 How to Make Money When the Telephone Line Is Your Customer s Life Line 185 Some Services That Are Indispensable to the Homebound 185 How to Set Up a Profitable Information Arrangement with a 900 Number 185 Why DIAL IT 900 Service Is a Great Buy for Your Business 186 2 21 How to Earn Gravy Profits for Your Company Through Telephone Selling 187 2 22 How to Make Sure Your Telephone Staff Has Full Information About the Products Without Costing a Million Bucks 188 How to Create Professional Price Books for Your Telephone Salespeople 188 Twelve Steps to Building Effective Price Books 188 2 23 How to Get Big Buck Sales from the Smaller Buyers 190 Ten Rules for Building on Past Sales 190 2 24 How Nonprofit Fund Raising Can Be Big Business for You 191 Twenty two Nonprofit Organizations That Might Accept Your Offer of Help 191 PART THREE HOW TO USE DIRECT MARKETING AS A TELEMARKETING TOOL 193 3 1 Enhance Your Telemarketing with Direct Mail 195 Five Important Questions to Ask Yourself About Your Direct Mail Campaign 195 How to Choose Your Direct Mail Vendor 195 xvjii Table of Contents 3 2 Where to Obtain Leads for Direct Marketing/ Telemarketing 197 Where to Locate Leads 197 What to Look For in a List Broker 197 How Partnership Telemarketing Works 198 3 3 How to Get Full Use of Inquiry Cards 199 Eight Pieces of Information to Try to Get from the Prospect 199 How to Perform Record Keeping on Your Inquiries 199 3 4 How to Present Your Product Through Voice and Word Brochures 201 Words and Phrases to Avoid and Some Others to Use 201 3 5 How to Avoid Problem Calls, Awkward Situations, and Difficult Clients Through Direct Marketing 202 Seven Ways to Be Nice Even When the Customer May Not Be 202 3 6 How to Rake In Money Through the Use of the 800 Number 204 Take Advantage of Your 800 Number by Preparing for the Installation 204 Key Questions to Answer About Your Inbound Service 204 A Sample Inbound Telephone Script 205 Another Way to Go 206 3 7 How to Obtain Leads with Direct Mail 207 A Baker s Dozen of Direct Mail Methods That Have Proven Profitable 207 3 8 How Card Packs Can Grab Attention 208 Eight Ways to Make Card Packs Work for You 208 3 9 How to Use a Series of Follow ups to the Direct Mail Contact 209 Five Steps from Direct Mail to the Telephone Order 209 How to Gain Control of Your Phone System for the Callback 209 3 10 Steps Toward Using the Contact Leads Once They re Obtained 210 The Three Steps Toward Categorization 210 What to Do After Contact Categorization 211 What to Do After the Sale 211 3 11 Five Alternatives for Handling Off Hour Callers 212 Three Benefits to Paying Telemarketers to Handle Off Hour Calls 212 Three Drawbacks to Using an Answering Machine 212 Table of Contents xix One Advantage and One Drawback to Hiring an Answering Service 213 The Benefits of Call Forwarding 213 Four Steps to Using Call Forwarding 213 The Advantages and Disadvantages of Hiring a Telemarketing Agency 214 3 12 How to Get into Mail Order Telemarketing 215 The Advantages and Disadvantages of Using a Direct Mail Marketing Agency 215 3 13 Putting Your Direct Mail/Telemarketing Sales Together 216 Six Things to Consider as a Direct Marketer/Telemarketer 216 3 14 How to Build the Heart of Your System—the List—Through the Rent/Lease System 218 The Advantages and Disadvantages of Leasing a List 218 Finding a List Broker 219 Protecting Your Valuable List 219 3 15 How to Get Free Advertising 220 How Free Publicity Is Presented 220 Where to Send Press Releases 221 How to Get Your News Out 221 3 16 Six Smart Ways to Warehouse Your Product 223 The Pros and Cons of Making Vendors Store Your Product 223 The Drop Shipment Alternative— Set Quantity Purchases 223 Five Reasons to Contract for Set Quantity Shipments 224 How Dead Warehousing Can Help 224 How to Save Money If You re Forced to Rent Your Own Warehouse Space 224 3 17 How to Use Telemarketing/Direct Mail to Support Field Salespeople 226 How to Use Telemarketers for Prospecting and Preapproach Planning 226 Two Things to Do Before Turning the Telemarketers/Direct Mailers Loose 226 Three Steps to Teach Telemarketers When They Go Prospecting 226 How to Let the Direct Mail Do the Walking 226 When to Use Telemarketing Staff to Make Follow up Appointments 227 When a Telephone Help Desk Should Double as a Telemarketing Operation 227 Three Reasons Why You Shouldn t Use Telemarketers to Answer the Product Trouble Hot Line 227 xx Table of Contents PART FOUR PROCEDURES FOR TRAINING TELEPHONE SALESPEOPLE 229 4 1 How to Keep Your People Flexible 231 Secrets Toward Keeping Your Telemarketing Salespeople Flexible 231 How to Keep Recruitment and Training Interdependent to Keep Your TSRs Flexible 232 Flexibility During Your Slacks and Peaks 232 4 2 How to Motivate Your Salespeople in Preparation for Training 233 Three Common Motivating Forces of On the Job Trainees 233 How to Appeal to a Person s Fear of Losing a Job 233 How to Appeal to a Person s Need for Recognition 233 How to Appeal to a Person s Need for Security 234 Your Role in Staff Development 234 4 3 Why Training Is More Important than Elaborate Systems 235 How an Orientation Program Builds Confidence 235 What to Include in Employee Orientation 235 Three Ways to Go for Training 236 How to Help Your Field Salespeople Move to Telephone Sales 236 4 4 Procedures for Training Telephone Salespeople in the Unseen Language 238 Four Steps to Developing Telemarketers Sensitivity to the Unseen Language 238 How to Train Salespeople to Become Customer Oriented 239 Try Some Bad Role Playing to Make Good Reps 239 4 5 How to Adjust the Telemarketer s Rate of Speech to the Customer 241 How to Play the Customer s Game in the Training Room 241 Three Ways to Adjust the Telemarketer s Rate of Speech 241 4 6 How to Teach Salespeople to Adjust Their Voice Volume to That of the Client 243 Four Ways to Adjust the Telemarketer s Voice Volume 243 4 7 Five Steps Toward Training Your Telephone Salespeople to Use Precise Diction and Pronunciation 244 4 8 Three Steps Toward Visualizing the Person on the Other End of the Line 246 Table of Contents xxi 4 9 How Trainees Know When They re Speaking with Authority 247 Knowing the Secret Behind the Question Gives a Rep Confidence 248 4 10 How Telephone Salespeople Can Learn to Be Good Listeners 249 Three Steps for Training Your Telemarketers How to Be Good Listeners 249 How to Keep Reps from Tuning Out 249 The Telemarketing Manager Needs to Listen Also 250 4 11 Three Ways to Convey Honesty over the Phone 251 Three Things to Absolutely Avoid Saying to Your Customers and Prospects 251 4 12 How to Teach Telemarketers to Respond to Questions for Which They Have No Answers 252 Right Answers Come as a Result of Right Training 252 Some Ways to Present New Products to Your TSRs 253 4 13 How to Become an Instructor for Your Telemarketers 254 The Tools of the Trainer 254 Ten Tips for Effective Training Presentations 255 Twenty Action Words That Can Challenge Trainees 256 Training for Your Veteran TSRs 256 4 14 How to Establish Instant Rapport with a Prospect 258 4 15 How to Help TSRs Recognize When a Call Is an Interruption and Likely to Chase Business Away 260 Ten Ways to Tell If Your Call Is an Interruption 260 How to Make the Time of Your Call the Right Time for Your Client 260 4 16 How to Reach Through the Telephone 262 Five Ways to Build a Trusting Relationship over the Phone 262 4 17 How to Teach a Salesperson to Be Persuasive 264 Fourteen Power Words 264 How to Make Your Reps into Power Talkers 264 4 18 Commonsense Rules for Answering the Phone Without Ruining the Business 265 Ways Your Reps Can Ruin You 265 4 19 Steps Toward Projecting a Polished Image 267 xxii Table of Contents 4 20 How to Help Salespeople Stay Friendly and Professional When Dealing with Hostile Contacts 269 Five Reasons Customers and Prospects Become Angry at Telemarketers 269 How to Train Your Telemarketers to Avoid the Temptation of Striking Back 270 How to Help Reps Distinguish Resistance from Rejection 270 Common Signals of Customer Resistance 270 One Way to Defuse a Customer/Prospect s Anger 271 What to Say to an Angry Customer 271 4 21 How to Help Salespeople Learn to Admit They re Wrong and Still Get the Deal 272 Three Excuses Salespeople Use to Avoid Responsibility for Their Errors 272 A Possible Script for Salespeople to Use When Admitting Fault 272 4 22 Ways to End Conversations with Telephone Talkers Who Just Won t Quit 274 Checklist for Telephone Conversation Control 274 4 23 How to Help the Telemarketer to Decide Whether to Use First or Last Names During the Call 276 Three Reasons Telemarketers Should Avoid Using the Customer/Prospect s First Name 276 A Rule of Thumb for When to Use the Prospect s First Name 276 When the Telemarketer Should Use the Last Name 277 4 24 Nine Specific Ways to Make Every On Hold Transaction Shine with Professionalism 278 4 25 How to Help the Salesperson Recognize That How the Telemarketer Says It Is More Important than What the Telemarketer Says 280 Six Ways to Be Sure the Way That You Say Something Isn t Offensive to the Customer/Prospect 280 4 26 How to Banish Wishy Washy Words and Phrases from the Telemarketer s Vocabulary 281 Three Steps to an Action Packed Vocabulary 281 The Truth About Cliches 281 The Truth About Adverbs 281 4 27 Turn Little Girls into Polished, Professional Salespeople 282 Eight Ways to Grow Up* Your Girlish TSRs 282 4 28 How to Work on Regional Accents 284 Table of Contents xxiii 4 29 How to Train Telemarketers to Avoid Patronizing Endearments 285 Endearments, Good Old Boy Nicknames, and Ethnic Names Your Staff Must Never Use 285 4 30 Rules for Outbound Telemarketing 286 Advantages and Disadvantages of Various Sales Channels 286 4 31 Teaching Telemarketers How to Sell the Product 288 Why People Will Buy Your Widgets 288 Five Openers That Hook Customers 289 Signals That the Customer Wants to Buy 290 How to Close on the Telephone 291 4 32 Teaching the Sales Staff the Important Things to Remember Before Picking Up the Phone 292 Teach Your Reps to Cope with No 292 4 33 How to Dole Out Dynamic Discipline 294 General Guidelines for Handling Problems Prudently 294 Common Problems Faced by the Telemarketing Manager and Some Ways to Handle Them 294 4 34 A Personal Stress Checklist for Telemarketers 297 Stress Checklist 297 PART FIVE HOW TO MAINTAIN A LEGAL TELEMARKETING STANCE 299 5 1 Advice on Starting Up 301 5 2 How to Monitor Your Telephones and Do It Legally 303 5 3 How to Keep Trade Secrets Secret 304 Eleven Steps to Protecting Your Business s Secrets 304 What You Should Learn from Departing Employees 305 5 4 How to Franchise Your Telemarketing Business 306 How the Law Views Franchising 306 Three Possible Alternatives to Franchising 306 5 5 How to Research Attorneys for Your Telemarketing Business 307 Four Things to Do Before Meeting with a Lawyer 307 How to Find an Attorney 307 What to Look For in a Lawyer 308 xxiv Table of Contents 5 6 Types of Telemarketing Legislation 309 States with Restrictive Laws or Regulations 309 5 7 When the Prior Arrest Records of Your TSRs Need Scrutiny 310 How to Get an Applicant s Arrest Records 310 How to Separate Your Need to Know from the Law s Need to Ban Discrimination 310 What to Do About Polygraph Screening 310 5 8 What to Do About a Telemarketer Who Is Suing Your Company 312 Two Don ts and One Do for When an Ex TSR Sues the Company 312 How to Deal with a Rep Who Sues the Company and Is Still Working for You 312 5 9 Employee Polygraph Protection Act 314 5 10 Telemarketing Fraud Legislation 316 PART SIX TECHNICAL HELPS FOR YOUR TELEMARKETING DIVISION 317 6 1 How to Increase Telemarketing Effectiveness Through Personal Computers 319 Why You Should Begin Electronic Communication Training 319 Seven Points to Be Aware Of in the Use of Electronic Mail 319 6 2 How Voice Mail Can Keep You in Touch 321 6 3 How to Use Facsimile Printers Efficiently 322 Why You Should Use Facsimile Printers 322 When You Shouldn t Use Fax Machines 322 How Facsimile Printers and Personal Computers May Work Together 322 6 4 How Computers Make Leads More Fruitful 324 How Computers Help Manage Lead Follow ups 324 Sample File Card 324 Five Ways a Computer Card File Helps to Make Sure Leads Are Followed Up 325 6 5 Telemarketing and Technology: Perfect Business Partners 326 How to Use Telephone Toil Free Systems to Best Advantage 326 Tips on Choosing Your Own Phone Words 326 Table of Contents xxv How to Keep an Eye on the WATS 327 A Checklist for Moving Up to a Computerized Telemarketing System 327 The Cost of Automating 328 Other Electronic Miracles That Will Speed Up Your Work 328 6 6 Check Out Automatic Call Distribution 330 How to Manage Your Automatic Call Distribution Center 330 6 7 How to Choose a 900 Service Bureau 332 Why 900 Is a Good Deal for You 332 What to Look For in a 900 Service Bureau 332 6 8 Reasons for Using Call Accounting 333 Why Use Call Accounting 333 What Call Accounting Can Do 333 6 9 Computer Based Training 334 PART SEVEN MEETING TELEMARKETING MANAGEMENT PROBLEMS 335 7 1 When and How to Commend Telephone Sales Reps 337 Two Ways to Commend Reps 337 How to Use the Verbal Commendation 337 Three Rules for Commending a Telephone Sales Rep Verbally 337 How to Use the Written Commendation 338 Three Rules for Commending a Telephone Sales Rep in Writing 338 7 2 How to Reward Successful Telephone Sales Reps with Promotions 339 Four Ways to Reward TSRs 339 7 3 How to Hold a Reprimand Meeting 340 Three Rules for Giving a Group Reprimand 340 7 4 How to Discipline a Telephone Sales Rep 341 Offenses for Which a TSR Should Never Be Given a Second Chance 341 Six Sins for Which There Should Be No Second Chance 341 What to Do When You Discover Telephone Sales Reps Committing One or More of the Five Sins 341 Three Cautions in Firing a Rep 342 What to Do When a TSR Is Not Doing the Job 342 Four Good Reasons Why TSRs Do Not Cover the Territory 342 What to Do with the Chronic Malingerer 343 xxvj Table of Contents 7 5 How to Fire a Telephone Sales Rep 344 Guideline for Firing a TSR 344 7 6 When to Rehire an Ex TSR 345 Three Benefits of Hiring an Ex TSR 345 7 7 What to Do About the Personal Problems of YourTSRs 346 Three Questions to Ask When Confronted with the Personal Problems of TSRs 346 What to Do When the Problems Don t Affect the Company 346 What to Do When the Problems Are Financial 346 What to Do When the Problems Do Affect the Company 346 Why They May Not Want Your Help After All 347 7 8 What to Do About a Problem with Chemical Dependency 348 How to Spot a TSR with a Possible Chemical Dependency Problem 348 Where to Go to Solve a Chemical Dependency Problem 349 When It s Okay to Butt Into the Family Affairs of Your TSRs 349 Why You Might Want to Form an Employee Assistance Program 350 Six Items to Look for in Your EAP 350 7 9 When to Pass TSRs Problems On to Upper Management 352 Why You Should Avoid Being a TSR s Confidant 352 Things Your Boss Should Know 352 Ten Problems for the Company That Began as Problems of Employees 352 7 10 How to Treat Minority TSRs 354 Some Questions That Should Never Be Asked 354 How to Avoid the Appearance of Discrimination 354 Four Rules for Correct Treatment of Minority TSRs 355 7 11 What to Do About Requests for Leaves of Absence 356 Who Can Come Back to Work and Under What Circumstances 356 How to Reject a Request for a Leave of Absence 356 7 12 How to Resolve Conflicts in Vacation Schedules 357 Rules to Use When There s a Conflict in the Vacation Schedule 357 7 13 How to Deal With Pregnant TSRs 358 What to Do About the Pregnant TSR Who Is a Low Producer 358 How to Handle Maternity Leave 358 What the Law Says About Maternity Leaves 358 Table of Contents xxvii How to Guard Against Employees Taking Unfair Advantage of the Company s Maternity Benefits 359 7 14 How to Resolve Disputes over Commissions 360 Three Steps to Settling Commission Disputes 360 How to Avoid Commission Disputes 361 7 15 What to Do with a TSR Who Has a Chronic Illness 362 What to Do Before Firing the Sick TSR 362 A Dozen Questions to Ask Before You Fire the Chronically 111 TSR 362 How to Hold On to the Chronically 111 TSR for a Little While 363 7 16 What to Do When Family Illness Detains the TSR 364 How to Get the TSR Selling Again Even Though a Close Family Member Remains Seriously 111 364 Three Facts to Recite to a Telemarketer When a Family Member Is Sick 364 When to Fire the TSR Who s Spending Too Much Time with an 111 Family Member 365 7 17 How to Handle Resistance to Change in Compensation Plans 366 Why Changes in Compensation Plans Are Sometimes Necessary 366 How to Prepare TSRs for the New Pay Plan 366 Five Steps Toward Preparing the Staff for a Compensation Change When They ve Received No Prior Warning 366 7 18 How to Help the TSR React to Staff and Management Changes 368 7 19 How to Prepare Employees for a Change in Company Ownership 369 Three Steps Toward Dealing with Rumors of Corporation for Sale 369 Three Steps to Keep TSRs Selling While the Company Is Being Sold 369 7 20 How to Protect Your TSRs from Boredom 371 Eight Questions to Ask Yourself Before Dealing with the Bored TSR 371 Nineteen Ways to Cure the Bored TSR 371 The Only Real Cause for TSRs Boredom 372 7 21 How to Exercise Control over Your Telemarketers 373 How to Create Control over Your TSRs 373 Three Rules to Follow When Controlling TSRs 373 xxviii Table of Contents 7 22 How to Write a Telemarketing Rep s Job Description and Job Review 374 Why You Should Have Written Job Descriptions for TSRs 374 What to Include in the Job Description 374 Six Specifications for the Job of TSR 374 How to Accomplish Job Performance Reviews 374 Twenty Point Job Review Checklist 374 7 23 How to Flush Out the Goldbricks 376 Three Types of Goldbricks 376 How to Identify the Goldbrick 376 What to Do About the Goldbrick 376 7 24 When, Where, and How to Test New TSRs 378 How to Determine the Need to Test a TSR Before Hiring 378 How to Test Your New TSR After Hiring 378 Two Don ts for Testing New TSRs Abilities 378 7 25 Why Some Policies Should Not Be Written 379 How Unwritten Policy Can Protect the Company 379 PART EIGHT INCREASING THE MARKETING EFFECTIVENESS OF YOUR TELEPHONE SALES REPS 381 8 1 How to Use an Informal Group as a Tool for Creating New Marketing Techniques 383 Why Your TSRs May Help Develop a Marketing Plan 383 How to Lead an Informal Planning Session 383 Four Rules of Conduct for the Marketing Planning Session 383 How to Lead the Informal Discussion 383 The Benchmarks of a Marketing Planning Session 384 Why Using Informal Group Planning Sessions Can Sometimes Be a Bad Idea 384 8 2 How to Deal with Complaints from TSRs 385 Three Types of Complaints That Interfere with Sales Efforts 385 Four Ways to Answer the Complaints and the Pros and Cons of Each 385 How Reorganizing Your Operation to Resolve Complaints Can Be the Best Resolution 385 How to Sell a Problem to a Complaining TSR 386 How to Reorganize and Do a Selling Job on the Complaining TSR Too 387 When Deciding to Do Nothing Is the Correct Response to a TSR s Complaint 387 Table of Contents xxix 8 3 How to Force Performance Through Contests 388 How to Plan for the Contest 388 Five Common Contest Rules 388 8 4 How to Deal with the Negative Effect of the After Hour Get togethers 390 Why You Should Avoid Becoming Involved in After Hour Get togethers 390 How to Be Friendly and Personable Without Being Personal Friends 390 Guidelines for Socializing with TSRs 390 8 5 How to Use Communication Techniques to Improve the Marketing Effectiveness of the Telemarketing Sales Staff 392 Eight Steps for Creating Good Communications 392 How a Nice Big KITA May Improve Communication 393 8 6 What You Should Expect from All TSRs 394 Ten Abilities All TSRs Should Have 394 8 7 How to Train New Hires to Fit Your Marketing Needs 395 Nine Steps Toward Training Those Who Haven t Been in Sales 395 Three Steps for Training New but Experienced TSRs 396 8 8 How to Make Nonprofessional TSRs Handle Their Jobs Like Pros 397 Five Rules That Will Force Nonprofessionals to Act Professional 397 8 9 What to Expect from Professional TSRs 398 8 10 How to Pave the Way for New Product Sales 399 How to Use Mail outs to Introduce New Products Effectively 399 Five Don ts When Sending Personalized Letters en Masse 401 8 11 How to Write a Press Release for New Products 402 How to Make Your Subject Newsworthy 402 How to Write the Release in the Format the Media Is Used to Seeing 402 How to Write an Attention Getting Headline 402 How to Write a Lead Paragraph That Will Hook the Reader 402 How to Use Photographs to Enhance Your Story 403 Choosing the Where and to Whom to Send Your News Release 403 When You Should Follow Up on Your Article 403 Points to Remember About Getting Free Coverage 403 How Your Piece Differs from Advertising 404 xxx Table of Contents 8 12 How to Get the TSRs Selling the New Product 405 Five Actions to Push TSRs Through Product Transitions 405 8 13 What to Say When You or Your Company Are Wrong 406 How to Handle PR in Bad Situations 406 8 14 How to Say No Without Losing Goodwill 407 Three Magic Words for Calming a Customer s Anger 407 The Complainer for Whom There Is Never a Satisfactory Resolution 407 8 15 How TSRs Indiscretions Can Affect Sales and How to Resolve the Problem 409 Nine Pieces of Advice for Handling Your Sales Staff s Indiscretions 409 8 16 What to Do When Internal Disputes Affect the Customer 411 Four Options When Internal Disputes Interfere with Marketing Effectiveness 411 8 17 How to Hold In house Meetings with Your Own People 412 Why You Shouldn t Shut Down Business to Hold a Telemarketing Sales Meeting 412 Why Sales Meetings Are a Good Idea 412 How to Keep a Meeting from Dragging 412 8 18 How to Host a Regional Telemarketing Sales Meeting 414 Five Things to Plan When Setting Up the Meeting 414 8 19 How to Plan National Meetings 415 How to Prepare for the Meeting 415 8 20 Protocol TSRs Practice When Selling at Trade Meetings and Trade Shows 416 How to Get the Job Done When You Haven t Rented Exhibit Space 416 How to Work the Exhibit Booth 416 The Best Way to Use the Hospitality Suite 416 What to Do When Exhibits Are Not Allowed 417 8 21 How to Make the Most of Telephone Conferences 418 How to Initiate the Conference Call 418 Four Steps to Set Up a Conference Call 418 How to Lead a Telephone Conference 418 Suggestions for Participating in Telephone Conferences 419 How to Distribute Notes from a Telephone Conference 419 Table of Contents xxxi 8 22 How to Lay Out a Spreadsheet for Each TSR 420 How to Manage Time 420 A Sample of a Year s Call Plan Worksheet for Use with Each of Your TSRs 420 Glossary 423 Appendices 429 A People and Organizations to Contact to Help You Help Employees with Chemical Dependency Problems 429 B Exit Interview Checklist 432 C Sample Press Release 434 D The American Telemarketing Association 435 E Differences in 700, 800, and 900 Numbers 436 F The Asterisk Law 437 G List of Documents Needed for Hiring as Noted by the National Immigration Control and Reform Act 438 H A Guide to Telemarketing Laws by State 439 I Employees as Independent Contractors 440 J Partial Checklist of Common General Expense Categories for Setting Budget Goals 441 K Government Offices That Might Want Your Product or Services 442 L Telecommuting 444 M Sources of Information About Eastern Europe 445 N Countries That Offer Toll Free Calling 446 O A Product Sales Analysis Worksheet 447 P A Script for First Approaches: Calling Referred Leads 449 Q A Script for First Approaches: Calling Past Customers 450 R A Market Analysis Reporting System 451 Index 456
adam_txt	TABLE OF CONTENTS Foreword by Jean Kelley iii What This Book Will Do for You v PART ONE HOW TO START AND BUILD A TELEMARKETING SALES OPERATION 1 1 1 A Brief Background on Telemarketing 3 What Telemarketing Is 3 Profit or Nonprofit 3 What Telemarketing Is Not 4 1 2 What the Pioneers of Telemarketing Teach Telephone Salespeople of Today 5 Seven Helpful Ideas and Attitudes of Early Telemarketers 5 1 3 Common Misconceptions About Telemarketing 6 Four Misconceptions You Have to Live Down 6 Four Easy Ways to Overcome Misconceptions About Telemarketing 6 1 4 Common Telephone Scams the Public Should Avoid and You Should Do the Same 8 How to Recognize the Phony Contest 8 How to Root Out the Instant Profit Schemes 8 How to Avoid the Numbers Game 8 A Rule of Thumb Guide for Businesses and Methods You Should Avoid When You Start Your Telemarketing Business 9 Six Tips Consumers Have Been Given to Help Them Avoid Telephone Scams 9 1 5 Attractive Attributes of Telephone Selling 10 Eleven Advantages to the Telephone Marketing Business 10 The Seven Steps to Telemarketing Success 11 1 6 Why You Should Use Inbound Telemarketing 13 Thirteen Reasons for Using an 800 Number 13 How to Set Up an 800 Number 14 The Cost of Using the 800 Number 14 1 7 The Costs of Making Contact by Telephone 15 Compare the Cost of a Sales Rep 15 Look at the Cost of Equipment 15 vii viii Table of Contents How to Get Around Setup Costs 16 Start Small and Grow 16 Nine Other Telemarketing Start up Costs 17 1 8 Plan Before Setting Up Your Telemarketing Division or Company 18 How to Make a Plan and Then Follow It 18 Outline the Plan 18 Do a Market Analysis 18 A Five Part Summary for Writing a Telemarketing Business Plan 19 Ten Points Toward Getting Started in Telemarketing 19 1 9 The Proven Method of Setting Up Telephone Selling for Your Company or Corporation 21 Why Setting Up for Telemarketing Isn't as Simple as It Looks 21 Seven Office Site Considerations 21 Five Operating Considerations 22 How to Open a Telemarketing Site Within Six Months 22 Business to Business Marketing Strategies 23 Five Start up Secrets to Success 23 1 10 Successful Telemarketing Demands Successful Management 24 Why Telemarketing Management Faces Special Problems 24 Seven Characteristics of Successful Telemarketing Managers 24 Seven Ways to Define the Duties of Your Telemarketers 25 An Eleven Part Quiz for Telemarketing Center Management 25 1 11 How to Use a Telemarketing Consultant 29 When to Call In a Consultant 29 Managing the Project 29 Recognizing the Good Consultant 29 Watching Your Budget 30 Finding the Right Consultant 30 Keeping an Open Mind 30 Putting It in Writing 30 1 12 Some Demographics of Existing Telemarketing Companies 31 The Types of Firms Using Telemarketing 31 Areas of the Country Where Telemarketers Are Located 31 Surrounding Environments of Existing Telemarketing Offices 31 Questions You Should Ask Before Deciding Where to Put Your Call Center 32 1 13 How to Deal with Your Telemarketing Staff's Customer Relations 33 Six Steps to Instilling Professionalism in Your Telemarketing Staff 33 How to Create Policies with Which You Can Live Forever (or at Least for a Very Long Time) 34 Table of Contents ix Three Questions to Ask Before Setting Any Staff Policy into Place 34 Convince Your Staff of Your Sincerity 35 1 14 Market Considerations When Setting Up a Telemarketing Department or Business 36 Five Questions to Ask Yourself When Considering a Product 36 How to Choose the Direction Your Business Should Take by First Isolating Your Market 36 Three Steps to Isolating Markets 37 1 15 How to Set Your Primary Goals for Your First Year in Telemarketing 38 How to Set Your Budgetary Goals 38 How to Convert Weekly Expenses to Monthly Expenses When You're Working on a Budget 38 Three Ways to Set Your Sales Goals 39 How to Set a Goal for Name Recognition 39 How to Achieve Name Recognition 39 Four Primary Methods of Promotion 39 1 16 Licensing Laws and Regulations That Will Affect Your Telemarketing Business 40 Seven Laws That Specifically Govern the Telemarketing Industry 40 How to Set Up Under Your State's Laws 40 1 17 How to Hire a Telephone Sales Staff 42 Three Hazards of Putting Together a Crew 42 Two Steps for Avoiding the Hazards of Hiring 42 What to Do When Hiring the Staff 42 Five Don'ts When Hiring a Staff 43 What to Say to the One and Only Superapplicant Who Also Wants Superpay and Whom You're Sure Is Worth It 43 Three Steps for Hiring a Professional Without Going Broke Paying Him or Her 44 A Special Hiring Technique for Telemarketers 44 Personality Traits Common to Successful Telemarketers 44 Tests Can Target Dependability 45 A Staffing Plan for the Corporate Telemarketing Center 45 A Philosophy of Compensation for Telemarketers 46 1 18 How to Train a Telephone Sales Staff 47 How to Set Up the Classroom 47 How to Plan for Telephone Sales Training Sessions 47 How to Know When the Canned Pitch (the Script) Stops Being an Aid and Becomes a Hindrance 47 Five Benefits of a Script 47 Two Major Drawbacks to Using a Script 48 How Training Can Keep Corporate Recruits on the Job 48 x Table of Contents 1 19 How to See That the Telephone Employee Is a Good Telephone Salesperson 49 Two Challenging Goals for Your Telephone Salespeople to Meet 49 Three Measurements to Make While Managing Your Telephone Salespeople 49 How to Locate the Right People for the Corporate Phone Room 50 How to Help Your Sales Team Grow in Productivity 50 1 20 How to Let the Government Help You Analyze Population and Spending Patterns 52 Eight Places to Look for Demographic Information 52 1 21 How to Adapt the Telephone System to Your Business Needs 54 Ten Rules for Making the Telephone Your Own Profit Making Secret 54 Three Reasons for Using an Autodialer 55 1 22 How to Master the Important Basics of Telephone Sales 56 Plan Calls Around the Five As 56 Sales Secrets Behind the Scenes 56 Ten Ways to Check Whether You've Utilized Your Telephone Room's Potential Abilities 57 1 23 How to Gain Your Lion's Share of the Market 59 Developing a Product to Sell 59 How to Earn the Lion's Share of the Market When You're the Exclusive Supplier of the Product 59 How to Earn the Lion's Share of the Market When You're Not the Exclusive Supplier of the Product 59 How to Earn the Lion's Share of the Market When You're Not the Exclusive Supplier and Your Product Is of No Higher Quality Than All the Others 60 A Summary of Ideas for Determining Product 60 1 24 How to Make Sure the Better Business Bureau and Dun Bradstreet Don't Ruin Your Business 61 Five Ways to Keep Your Reputation Above Board 61 1 25 How to Make Sure Your Telephone Staff Has Full Information About the Product 62 Five Common Product Information Aids to Provide Your Staff 62 Four Steps to Imparting Enough Information to Make Your Staff Believers Even If They've Never Seen the Product 62 1 26 How to Write a Script 63 Four Ways to Write a Script 63 Three Steps to Using the Vomit the Words Method of Writing a Script 64 Table of Contents xi Five Steps to Using the Idea Brainstorming Method of Writing a Script 64 Three Steps to Writing a Script Using the Sentence by Sentence Method 66 Three Steps to Using the Outline Method of Writing a Script 66 How to Beat Writers' Block 68 1 27 Why You Have to Keep Your Script Flexible and How to Do It 69 Five Question Test to Measure Your Script's 'Sleep Factor' 69 Four Ways to Build Flexibility into the Telemarketer's Pitch 70 Expect Professionalism from Script Users 70 1 28 How to Dry Run Your Telemarketing Program 71 Three Steps for Setting Up a Marketing Test 71 How to Test Your Product Sales Potential 71 How to Evaluate the Results of Your Product Sales Test 72 How to Read the Geographic Marketing Area's Product Analysis 73 How to Format Product Analysis Statistics 75 The Final Test for Product Salability 76 1 29 Professionals to Contact for Services to Your Company 78 Five Steps to Finding 'Good* Professionals to Help You in Your Telemarketing Business 78 Three Facts to Remember When Seeking Recommendations from Friends and Acquaintances 78 What to Look for When Hiring an Accountant 78 What to Look for When Hiring an Attorney as Long as You're Not in Trouble 79 What to Look for When Hiring an Attorney When You're in Trouble 79 Two Professional Services You Don't Want and Why 79 Three Reasons to Avoid Bookkeeping Services 80 Why You May Not Want to Hire a Consultant 80 1 30 When a Telemarketing Service Agency Can Help You and How It Can Harm You 81 The Advantages in Using a Service Agency 81 The Disadvantages in Using a Telemarketing Service Agency 81 How to Choose a Telemarketing Service Agency 82 1 31 How to Adjust the Growth of Your System to the Growth of Your Business 83 How to Determine Your Growth Measurement When Your Systems and Equipment Are Leased 83 How to Determine Your Growth Measurement When Your Systems and Equipment Are Purchased Outright 83 How to Determine Your Growth Measurement When Your Systems and Equipment Are Financed 83 xii Table of Contents How to Use the Growth Measurement Properly 84 How Technology Can Help the Corporate Telemarketing Manager 84 1 32 Getting the Credit Card Facility in Place 85 What to Expect When You Apply to Become a Bankcard Merchant 85 How Point of Sales Devices Might Help You Speed Up Credit Card Transactions 85 How to Procure Other Credit Card Facilities 85 1 33 Ways to Increase Productivity and Lower Expenses 87 How to Analyze Your Requirements for Office Facilities 87 Four Areas to Avoid When Searching for a Business Site 87 How to Decide Furniture and Equipment Needs 88 Where to Find Used Telephone Equipment 88 How Much to Pay Employees 88 How Call Accounting Can Improve the Bottom Line for Beginning Telemarketers as Well as for Corporate Phone Rooms 88 Consider the Communications Complex 89 1 34 Why If You're First in Your Product Field to Accept Telemarketing You Can Control That Market 90 How to Grow by Phone 90 Who and When to Phone for Best Results 90 1 35 Why People Fail When Setting Up a Telemarketing Program 92 Five Reasons for Business Failure 92 More Particular Reasons for Failure in the Telemarketing Field 92 1 36 Controlling Your Inventory 93 Rules to Follow for Managing Any Inventory Control System 93 Two Ways to Manage Your Inventory Without Costing You an Arm and a Leg 93 Six Steps for Operating a Unit Record Inventory Control System 93 Five Steps for Operating the Red Dot Inventory Control System 94 1 37 Six Pros and Cons of the Delaware Corporation 95 What a Delaware Corporation Is 95 Six Advantages to Incorporation Under Delaware Laws 95 Three Disadvantages to Incorporation Under Delaware Laws 95 1 38 How to Learn Whether Your People Are Doing the Job That Telephone Salespeople Are Supposed to Do 97 A Checklist of Statistics for Measuring Productivity 97 How to Gain Production Through Automation 97 Table of Contents xiii 1 39 Where to Find Inexpensive Employees to Handle Your Telephones 99 Three Applicants You Must Never Hire at Any Price 99 Types of Applicants for Whom It's Worth Taking a Chance 99 Seven Ways to Find Cheap Labor 100 Staffing the Corporate Phone Room 100 1 40 How to Handle Employee Turnover 102 Four Things You Should Never Do to Keep People from Quitting 102 Five Ways to Keep Employees from Quitting 102 How to Do Some Personnel Planning 103 1 41 How to Deal with Chemical Dependency Problems of Employees 105 How to Spot an Employee with a Possible Chemical Dependency 105 How to Set Up a Legal Drug Testing Procedure for Your Employees 106 Where to Go to Solve a Chemical Dependency Problem 106 When It's Okay to Butt into the Family Affairs of Your Employees 107 Five Rules to Follow When Helping Employees with Personal and Family Problems 107 Other Dependencies That Might Affect Employee Productivity 107 1 42 How to Create a Good Telemarketing Room Atmosphere 109 How to Soften the Drone of Voices 109 How to Make Your Call Center Comfortable 109 Three Steps to Automation 110 1 43 How to Solve Common Problems in Telemarketing 111 Fifteen Questions and Answers for Setting Up and Maintaining a Telemarketing Business 111 1 44 How to Catch Everyone Without Computer Dialing 114 Instructions for Use of the Dialing Sheet 114 Sources of Telemarketing Prospects 115 Marked Sample Sheet 116 Completed Exchange Sheets 117 1 45 How to Sell Intangibles Through Telemarketing 125 Why the Question of Tangible or Intangible Product Might Not Matter to Total Sales Figures 125 The Single Greatest Difference Between Your Telemarketing Business and the Local Shopping Mall 125 Three Rules for Selling Intangible Products 125 xiv Table of Contents 1 46 Why the Old Script Is Now a New Message 127 How to Meet Objectives Yet Let Natural Communications Flow 127 The Six Major Components of the New Script 128 It's All a Matter of Practice 128 1 47 Why Training Is More Important than Elaborate Systems 129 Four Great Reasons for Acquiring New Equipment and Systems 129 Some Tips for Taking Control of Your TSRs 129 1 48 How to Start Your Telemarketing List 131 Building the List 131 Three Ways to Measure Your Progress 131 A Few Sources of Prospects for Your List 132 1 49 How to Look at Your List as an Asset 133 A Dozen Facts to Include in Your Customer List 133 1 50 How to Use Cross Selling 134 A Cross Selling Script 134 1 51 Why Human Engineering and Workstation Design Are Important 135 Eight Reasons Why Ergonomics and Workstation Design Can Be Profitable 135 1 52 How to Decide Whether Telemarketing Is Justified for Your Corporation 137 PART TWO HOW TO PROFIT BY TELEMARKETING 139 2 1 Why Telemarketing Is the Wave of the Future 141 Four Reasons People Are Willing to Buy via the Telephone 141 How Technology Will Stop Debit/Credit Card Fraud 141 2 2 How to Profit by Telemarketing to Corporations and Small Businesses 142 Two Important Decisions You Must Make Before Telemarketing to Businesses 142 How to Forecast Your Profits 142 Install a Profit Maker 142 Rethink Your Business Services Marketing 143 How to Make Business to Business Telemarketing Work for You 143 2 3 How to Profit by Telemarketing to Individuals 146 The Three Things Necessary for Deriving Profit from Cold Calling 146 Table of Contents xv Three Reasons Why Telemarketing to Individuals Is Cost Effective 146 Your Greatest Sales Opportunities 146 2 4 How to Profit by Telemarketing for Nonprofit Organizations 148 Become an Executive for Good Works 148 How Public Television and Radio Can Add to Your Revenue Generation 149 2 5 How to Profit by Telemarketing to Government 150 Answer Three Questions Before Trying to Telemarket to Any Department of Government 150 How to Land Government Contracts 150 2 6 How to Set Up International Telephone Selling for Your Company 152 Five Ways International Telemarketing Can Work for Your Company 152 Necessary Research Before You Begin Calling the World 152 Lay Your Foundation for Success 153 Why You Should Telemarket Overseas 153 New Markets in Eastern Europe 154 Cashing In on the Unified European Community 154 Lines Across the (Northern) Border 155 Telemarketing in the Orient 156 Business Logistics with Which You Must Become Familiar to Telemarket to Foreigners 157 2 7 How to Determine the Ideal Qualifications for Businesses You Wish to Reach 158 Two Questions You Can Answer to Describe Your Best Prospects 158 Ways to Do Your Prospecting 158 Why Some Customers Aren't Worth Your Time 158 Be Aware of Geographic Appeal 159 The Demographic Profile Makes a Difference 159 A Specific Mind set Affects Your Market 159 2 8 How to Make Sure Your Telephone Staff Has Enough Information to Sell Effectively, but Not Enough to Destroy Your Business 161 How to Use Pricing Parameters Instead of Price Lists 161 Three Rules to Follow When Providing Product Cost Figures to Telephone Salespeople 162 How to Get the Goods on Your Telemarketing Sales Group 162 2 9 How to Be Sure the Supply Will Be There as Demand Grows for Your Product 164 Three Things to Do When First Starting to Sell Your Products 164 xvj Table of Contents 2 10 How to Compete with Salespeople Who Are on the Scene 165 Six Ways to Compete with Competition Selling the Same Product Through Field Salespeople 165 2 11 How to Keep the Deal Sold After the Sale 166 Three Things Customers Say That Tell You They're Suffering from Buyer's Remorse 166 What to Do When Customers Show Signs of Buyer's Remorse 166 Some Absolutely Sure Ways of Queering a Deal When the Customers Have Buyer's Remorse 166 2 12 How to Handle Problem Calls, Awkward Situations, and Difficult Clients 168 Three Questions to Ask Yourself When You Have a Demanding Caller 168 Four Devices the Telemarketer Can Use to Defuse an Explosion 168 How to Make Your Actions and Your Words Speak Loudly to Your Customer 168 Four Things You Must Do When Handling Complaints 169 How to Teach Your Telemarketing People to Handle Complaints 169 Three Basic Techniques for Handling Customers with Problems 169 How to Help Your Sales Reps Handle Stress 170 How to Handle Inbound Calls for Information or Help 171 Affirmations for the TSR 171 2 13 Six Ways to Deal with Problems of Confidentiality 172 2 14 How to Sell to the Bureaucrats in Big Corporations 173 A Half a Dozen Bureaucratic Types Who Might (or Might Not) Buy from You 173 2 15 How to Justify Intangible Products to Large Companies 175 Four Important Rules for Selling to Big Business 175 Four Methods Your Telemarketer Can Use to Pitch Your Intangible Product 175 2 16 How to Make Money Staying Home by the Telephone 177 Equipment Needed to Run a Telemarketing Office from Home 177 Five Advantages of Country of Small Town Home Based Telemarketing 178 Five Disadvantages to Telemarketing from Home 178 2 17 How to Set Up Professional Telemarketing Office Appointments 179 Sample Script for Arranging Telephone Appointments with Customers Who've Bought from You Before 179 Table of Contents xvii Sample Script for Arranging Telephone Appointments with Prospects Who've Never Bought from You Before 180 Problems with Inbound Service Appointments or Sales 180 2 18 What to Do About Prospects Who Demand Written Proposals 181 Three Reasons Why It's Beneficial to You When Prospects Announce That They Never Buy Without a Written Proposal 181 Five Steps to Preparing Personalized Business Proposals 181 What to Say When the Prospect Wants a Proposal 182 2 19 How to Persuade the Prospect's Receptionist or Secretary to Work in Your Favor 183 A Three Step Script for Getting Past Secretaries 183 2 20 How to Make Money When the Telephone Line Is Your Customer's Life Line 185 Some Services That Are Indispensable to the Homebound 185 How to Set Up a Profitable Information Arrangement with a 900 Number 185 Why DIAL IT 900 Service Is a Great Buy for Your Business 186 2 21 How to Earn Gravy Profits for Your Company Through Telephone Selling 187 2 22 How to Make Sure Your Telephone Staff Has Full Information About the Products Without Costing a Million Bucks 188 How to Create Professional Price Books for Your Telephone Salespeople 188 Twelve Steps to Building Effective Price Books 188 2 23 How to Get Big Buck Sales from the Smaller Buyers 190 Ten Rules for Building on Past Sales 190 2 24 How Nonprofit Fund Raising Can Be Big Business for You 191 Twenty two Nonprofit Organizations That Might Accept Your Offer of Help 191 PART THREE HOW TO USE DIRECT MARKETING AS A TELEMARKETING TOOL 193 3 1 Enhance Your Telemarketing with Direct Mail 195 Five Important Questions to Ask Yourself About Your Direct Mail Campaign 195 How to Choose Your Direct Mail Vendor 195 xvjii Table of Contents 3 2 Where to Obtain Leads for Direct Marketing/ Telemarketing 197 Where to Locate Leads 197 What to Look For in a List Broker 197 How Partnership Telemarketing Works 198 3 3 How to Get Full Use of Inquiry Cards 199 Eight Pieces of Information to Try to Get from the Prospect 199 How to Perform Record Keeping on Your Inquiries 199 3 4 How to Present Your Product Through "Voice and Word Brochures" 201 Words and Phrases to Avoid and Some Others to Use 201 3 5 How to Avoid Problem Calls, Awkward Situations, and Difficult Clients Through Direct Marketing 202 Seven Ways to Be 'Nice' Even When the Customer May Not Be 202 3 6 How to Rake In Money Through the Use of the 800 Number 204 Take Advantage of Your 800 Number by Preparing for the Installation 204 Key Questions to Answer About Your Inbound Service 204 A Sample Inbound Telephone Script 205 Another Way to Go 206 3 7 How to Obtain Leads with Direct Mail 207 A Baker's Dozen of Direct Mail Methods That Have Proven Profitable 207 3 8 How Card Packs Can Grab Attention 208 Eight Ways to Make Card Packs Work for You 208 3 9 How to Use a Series of Follow ups to the Direct Mail Contact 209 Five Steps from Direct Mail to the Telephone Order 209 How to Gain Control of Your Phone System for the Callback 209 3 10 Steps Toward Using the Contact Leads Once They're Obtained 210 The Three Steps Toward Categorization 210 What to Do After Contact Categorization 211 What to Do After the Sale 211 3 11 Five Alternatives for Handling Off Hour Callers 212 Three Benefits to Paying Telemarketers to Handle Off Hour Calls 212 Three Drawbacks to Using an Answering Machine 212 Table of Contents xix One Advantage and One Drawback to Hiring an Answering Service 213 The Benefits of Call Forwarding 213 Four Steps to Using Call Forwarding 213 The Advantages and Disadvantages of Hiring a Telemarketing Agency 214 3 12 How to Get into Mail Order Telemarketing 215 The Advantages and Disadvantages of Using a Direct Mail Marketing Agency 215 3 13 Putting Your Direct Mail/Telemarketing Sales Together 216 Six Things to Consider as a Direct Marketer/Telemarketer 216 3 14 How to Build the Heart of Your System—the List—Through the Rent/Lease System 218 The Advantages and Disadvantages of Leasing a List 218 Finding a List Broker 219 Protecting Your Valuable List 219 3 15 How to Get Free Advertising 220 How Free Publicity Is Presented 220 Where to Send Press Releases 221 How to Get Your News Out 221 3 16 Six Smart Ways to Warehouse Your Product 223 The Pros and Cons of Making Vendors Store Your Product 223 The Drop Shipment Alternative—'Set Quantity' Purchases 223 Five Reasons to Contract for 'Set Quantity' Shipments 224 How Dead Warehousing Can Help 224 How to Save Money If You're Forced to Rent Your Own Warehouse Space 224 3 17 How to Use Telemarketing/Direct Mail to Support Field Salespeople 226 How to Use Telemarketers for Prospecting and Preapproach Planning 226 Two Things to Do Before Turning the Telemarketers/Direct Mailers Loose 226 Three Steps to Teach Telemarketers When They 'Go Prospecting" 226 How to Let the Direct Mail Do the Walking 226 When to Use Telemarketing Staff to Make Follow up Appointments 227 When a Telephone Help Desk Should Double as a Telemarketing Operation 227 Three Reasons Why You Shouldn't Use Telemarketers to Answer the Product Trouble 'Hot' Line 227 xx Table of Contents PART FOUR PROCEDURES FOR TRAINING TELEPHONE SALESPEOPLE 229 4 1 How to Keep Your People Flexible 231 Secrets Toward Keeping Your Telemarketing Salespeople Flexible 231 How to Keep Recruitment and Training Interdependent to Keep Your TSRs Flexible 232 Flexibility During Your Slacks and Peaks 232 4 2 How to Motivate Your Salespeople in Preparation for Training 233 Three Common Motivating Forces of On the Job Trainees 233 How to Appeal to a Person's Fear of Losing a Job 233 How to Appeal to a Person's Need for Recognition 233 How to Appeal to a Person's Need for Security 234 Your Role in Staff Development 234 4 3 Why Training Is More Important than Elaborate Systems 235 How an Orientation Program Builds Confidence 235 What to Include in Employee Orientation 235 Three Ways to Go for Training 236 How to Help Your Field Salespeople Move to Telephone Sales 236 4 4 Procedures for Training Telephone Salespeople in the Unseen Language 238 Four Steps to Developing Telemarketers' Sensitivity to the Unseen Language 238 How to Train Salespeople to Become Customer Oriented 239 Try Some 'Bad' Role Playing to Make Good Reps 239 4 5 How to Adjust the Telemarketer's Rate of Speech to the Customer 241 How to Play the Customer's Game in the Training Room 241 Three Ways to Adjust the Telemarketer's Rate of Speech 241 4 6 How to Teach Salespeople to Adjust Their Voice Volume to That of the Client 243 Four Ways to Adjust the Telemarketer's Voice Volume 243 4 7 Five Steps Toward Training Your Telephone Salespeople to Use Precise Diction and Pronunciation 244 4 8 Three Steps Toward Visualizing the Person on the Other End of the Line 246 Table of Contents xxi 4 9 How Trainees Know When They're Speaking with Authority 247 Knowing the Secret Behind the Question Gives a Rep Confidence 248 4 10 How Telephone Salespeople Can Learn to Be Good Listeners 249 Three Steps for Training Your Telemarketers How to Be Good Listeners 249 How to Keep Reps from Tuning Out 249 The Telemarketing Manager Needs to Listen Also 250 4 11 Three Ways to Convey Honesty over the Phone 251 Three Things to Absolutely Avoid Saying to Your Customers and Prospects 251 4 12 How to Teach Telemarketers to Respond to Questions for Which They Have No Answers 252 Right Answers Come as a Result of Right Training 252 Some Ways to Present New Products to Your TSRs 253 4 13 How to Become an Instructor for Your Telemarketers 254 The Tools of the Trainer 254 Ten Tips for Effective Training Presentations 255 Twenty Action Words That Can Challenge Trainees 256 Training for Your Veteran TSRs 256 4 14 How to Establish Instant Rapport with a Prospect 258 4 15 How to Help TSRs Recognize When a Call Is an Interruption and Likely to Chase Business Away 260 Ten Ways to Tell If Your Call Is an Interruption 260 How to Make the Time of Your Call the Right Time for Your Client 260 4 16 How to "Reach" Through the Telephone 262 Five Ways to Build a Trusting Relationship over the Phone 262 4 17 How to Teach a Salesperson to Be Persuasive 264 Fourteen Power Words 264 How to Make Your Reps into Power Talkers 264 4 18 Commonsense Rules for Answering the Phone Without Ruining the Business 265 Ways Your Reps Can Ruin You 265 4 19 Steps Toward Projecting a Polished Image 267 xxii Table of Contents 4 20 How to Help Salespeople Stay Friendly and Professional When Dealing with Hostile Contacts 269 Five Reasons Customers and Prospects Become Angry at Telemarketers 269 How to Train Your Telemarketers to Avoid the Temptation of Striking Back 270 How to Help Reps Distinguish Resistance from Rejection 270 Common Signals of Customer Resistance 270 One Way to Defuse a Customer/Prospect's Anger 271 What to Say to an Angry Customer 271 4 21 How to Help Salespeople Learn to Admit They're Wrong and Still Get the Deal 272 Three Excuses Salespeople Use to Avoid Responsibility for Their Errors 272 A Possible Script for Salespeople to Use When Admitting Fault 272 4 22 Ways to End Conversations with Telephone Talkers Who Just Won't Quit 274 Checklist for Telephone Conversation Control 274 4 23 How to Help the Telemarketer to Decide Whether to Use First or Last Names During the Call 276 Three Reasons Telemarketers Should Avoid Using the Customer/Prospect's First Name 276 A Rule of Thumb for When to Use the Prospect's First Name 276 When the Telemarketer Should Use the Last Name 277 4 24 Nine Specific Ways to Make Every "On Hold" Transaction Shine with Professionalism 278 4 25 How to Help the Salesperson Recognize That How the Telemarketer Says It Is More Important than What the Telemarketer Says 280 Six Ways to Be Sure the Way That You Say Something Isn't Offensive to the Customer/Prospect 280 4 26 How to Banish Wishy Washy Words and Phrases from the Telemarketer's Vocabulary 281 Three Steps to an Action Packed Vocabulary 281 The Truth About Cliches 281 The Truth About Adverbs 281 4 27 Turn "Little Girls" into Polished, Professional Salespeople 282 Eight Ways to 'Grow Up* Your Girlish TSRs 282 4 28 How to Work on Regional Accents 284 Table of Contents xxiii 4 29 How to Train Telemarketers to Avoid Patronizing Endearments 285 Endearments, Good Old Boy Nicknames, and Ethnic Names Your Staff Must Never Use 285 4 30 Rules for Outbound Telemarketing 286 Advantages and Disadvantages of Various Sales Channels 286 4 31 Teaching Telemarketers How to Sell the Product 288 Why People Will Buy Your Widgets 288 Five Openers That Hook Customers 289 Signals That the Customer Wants to Buy 290 How to Close on the Telephone 291 4 32 Teaching the Sales Staff the Important Things to Remember Before Picking Up the Phone 292 Teach Your Reps to Cope with 'No' 292 4 33 How to Dole Out Dynamic Discipline 294 General Guidelines for Handling Problems Prudently 294 Common Problems Faced by the Telemarketing Manager and Some Ways to Handle Them 294 4 34 A Personal Stress Checklist for Telemarketers 297 Stress Checklist 297 PART FIVE HOW TO MAINTAIN A LEGAL TELEMARKETING STANCE 299 5 1 Advice on Starting Up 301 5 2 How to Monitor Your Telephones and Do It Legally 303 5 3 How to Keep Trade Secrets Secret 304 Eleven Steps to Protecting Your Business's Secrets 304 What You Should Learn from Departing Employees 305 5 4 How to Franchise Your Telemarketing Business 306 How the Law Views Franchising 306 Three Possible Alternatives to Franchising 306 5 5 How to Research Attorneys for Your Telemarketing Business 307 Four Things to Do Before Meeting with a Lawyer 307 How to Find an Attorney 307 What to Look For in a Lawyer 308 xxiv Table of Contents 5 6 Types of Telemarketing Legislation 309 States with Restrictive Laws or Regulations 309 5 7 When the Prior Arrest Records of Your TSRs Need Scrutiny 310 How to Get an Applicant's Arrest Records 310 How to Separate Your Need to Know from the Law's Need to Ban Discrimination 310 What to Do About Polygraph Screening 310 5 8 What to Do About a Telemarketer Who Is Suing Your Company 312 Two Don'ts and One Do for When an Ex TSR Sues the Company 312 How to Deal with a Rep Who Sues the Company and Is Still Working for You 312 5 9 Employee Polygraph Protection Act 314 5 10 Telemarketing Fraud Legislation 316 PART SIX TECHNICAL HELPS FOR YOUR TELEMARKETING DIVISION 317 6 1 How to Increase Telemarketing Effectiveness Through Personal Computers 319 Why You Should Begin Electronic Communication Training 319 Seven Points to Be Aware Of in the Use of Electronic Mail 319 6 2 How Voice Mail Can Keep You in Touch 321 6 3 How to Use Facsimile Printers Efficiently 322 Why You Should Use Facsimile Printers 322 When You Shouldn't Use Fax Machines 322 How Facsimile Printers and Personal Computers May Work Together 322 6 4 How Computers Make Leads More Fruitful 324 How Computers Help Manage Lead Follow ups 324 Sample File Card 324 Five Ways a Computer Card File Helps to Make Sure Leads Are Followed Up 325 6 5 Telemarketing and Technology: Perfect Business Partners 326 How to Use Telephone Toil Free Systems to Best Advantage 326 Tips on Choosing Your Own Phone Words 326 Table of Contents xxv How to Keep an Eye on the WATS 327 A Checklist for Moving Up to a Computerized Telemarketing System 327 The Cost of Automating 328 Other Electronic Miracles That Will Speed Up Your Work 328 6 6 Check Out Automatic Call Distribution 330 How to Manage Your Automatic Call Distribution Center 330 6 7 How to Choose a 900 Service Bureau 332 Why 900 Is a Good Deal for You 332 What to Look For in a 900 Service Bureau 332 6 8 Reasons for Using Call Accounting 333 Why Use Call Accounting 333 What Call Accounting Can Do 333 6 9 Computer Based Training 334 PART SEVEN MEETING TELEMARKETING MANAGEMENT PROBLEMS 335 7 1 When and How to Commend Telephone Sales Reps 337 Two Ways to Commend Reps 337 How to Use the Verbal Commendation 337 Three Rules for Commending a Telephone Sales Rep Verbally 337 How to Use the Written Commendation 338 Three Rules for Commending a Telephone Sales Rep in Writing 338 7 2 How to Reward Successful Telephone Sales Reps with Promotions 339 Four Ways to Reward TSRs 339 7 3 How to Hold a Reprimand Meeting 340 Three Rules for Giving a Group Reprimand 340 7 4 How to Discipline a Telephone Sales Rep 341 Offenses for Which a TSR Should Never Be Given a Second Chance 341 Six Sins for Which There Should Be No Second Chance 341 What to Do When You Discover Telephone Sales Reps Committing One or More of the Five Sins 341 Three Cautions in Firing a Rep 342 What to Do When a TSR Is Not Doing the Job 342 Four Good Reasons Why TSRs Do Not Cover the Territory 342 What to Do with the Chronic Malingerer 343 xxvj Table of Contents 7 5 How to Fire a Telephone Sales Rep 344 Guideline for Firing a TSR 344 7 6 When to Rehire an Ex TSR 345 Three Benefits of Hiring an Ex TSR 345 7 7 What to Do About the Personal Problems of YourTSRs 346 Three Questions to Ask When Confronted with the Personal Problems of TSRs 346 What to Do When the Problems Don't Affect the Company 346 What to Do When the Problems Are Financial 346 What to Do When the Problems Do Affect the Company 346 Why They May Not Want Your Help After All 347 7 8 What to Do About a Problem with Chemical Dependency 348 How to Spot a TSR with a Possible Chemical Dependency Problem 348 Where to Go to Solve a Chemical Dependency Problem 349 When It's Okay to Butt Into the Family Affairs of Your TSRs 349 Why You Might Want to Form an Employee Assistance Program 350 Six Items to Look for in Your EAP 350 7 9 When to Pass TSRs' Problems On to Upper Management 352 Why You Should Avoid Being a TSR's Confidant 352 Things Your Boss Should Know 352 Ten Problems for the Company That Began as Problems of Employees 352 7 10 How to Treat Minority TSRs 354 Some Questions That Should Never Be Asked 354 How to Avoid the Appearance of Discrimination 354 Four Rules for Correct Treatment of Minority TSRs 355 7 11 What to Do About Requests for Leaves of Absence 356 Who Can Come Back to Work and Under What Circumstances 356 How to Reject a Request for a Leave of Absence 356 7 12 How to Resolve Conflicts in Vacation Schedules 357 Rules to Use When There's a Conflict in the Vacation Schedule 357 7 13 How to Deal With Pregnant TSRs 358 What to Do About the Pregnant TSR Who Is a Low Producer 358 How to Handle Maternity Leave 358 What the Law Says About Maternity Leaves 358 Table of Contents xxvii How to Guard Against Employees Taking Unfair Advantage of the Company's Maternity Benefits 359 7 14 How to Resolve Disputes over Commissions 360 Three Steps to Settling Commission Disputes 360 How to Avoid Commission Disputes 361 7 15 What to Do with a TSR Who Has a Chronic Illness 362 What to Do Before Firing the Sick TSR 362 A Dozen Questions to Ask Before You Fire the Chronically 111 TSR 362 How to 'Hold On' to the Chronically 111 TSR for a Little While 363 7 16 What to Do When Family Illness Detains the TSR 364 How to Get the TSR Selling Again Even Though a Close Family Member Remains Seriously 111 364 Three Facts to Recite to a Telemarketer When a Family Member Is Sick 364 When to Fire the TSR Who's Spending Too Much Time with an 111 Family Member 365 7 17 How to Handle Resistance to Change in Compensation Plans 366 Why Changes in Compensation Plans Are Sometimes Necessary 366 How to Prepare TSRs for the New Pay Plan 366 Five Steps Toward Preparing the Staff for a Compensation Change When They've Received No Prior Warning 366 7 18 How to Help the TSR React to Staff and Management Changes 368 7 19 How to Prepare Employees for a Change in Company Ownership 369 Three Steps Toward Dealing with Rumors of 'Corporation for Sale" 369 Three Steps to Keep TSRs Selling While the Company Is Being Sold 369 7 20 How to Protect Your TSRs from Boredom 371 Eight Questions to Ask Yourself Before Dealing with the Bored TSR 371 Nineteen Ways to Cure the Bored TSR 371 The Only Real Cause for TSRs' Boredom 372 7 21 How to Exercise Control over Your Telemarketers 373 How to Create Control over Your TSRs 373 Three Rules to Follow When Controlling TSRs 373 xxviii Table of Contents 7 22 How to Write a Telemarketing Rep's Job Description and Job Review 374 Why You Should Have Written Job Descriptions for TSRs 374 What to Include in the Job Description 374 Six Specifications for the Job of TSR 374 How to Accomplish Job Performance Reviews 374 Twenty Point Job Review Checklist 374 7 23 How to Flush Out the Goldbricks 376 Three Types of Goldbricks 376 How to Identify the Goldbrick 376 What to Do About the Goldbrick 376 7 24 When, Where, and How to Test New TSRs 378 How to Determine the Need to Test a TSR Before Hiring 378 How to Test Your New TSR After Hiring 378 Two Don'ts for Testing New TSRs' Abilities 378 7 25 Why Some Policies Should Not Be Written 379 How Unwritten Policy Can Protect the Company 379 PART EIGHT INCREASING THE MARKETING EFFECTIVENESS OF YOUR TELEPHONE SALES REPS 381 8 1 How to Use an Informal Group as a Tool for Creating New Marketing Techniques 383 Why Your TSRs May Help Develop a Marketing Plan 383 How to Lead an Informal Planning Session 383 Four Rules of Conduct for the Marketing Planning Session 383 How to Lead the Informal Discussion 383 The Benchmarks of a Marketing Planning Session 384 Why Using Informal Group Planning Sessions Can Sometimes Be a Bad Idea 384 8 2 How to Deal with Complaints from TSRs 385 Three Types of Complaints That Interfere with Sales Efforts 385 Four Ways to Answer the Complaints and the Pros and Cons of Each 385 How Reorganizing Your Operation to Resolve Complaints Can Be the Best Resolution 385 How to Sell a Problem to a Complaining TSR 386 How to Reorganize and Do a Selling Job on the Complaining TSR Too 387 When Deciding to Do Nothing Is the Correct Response to a TSR's Complaint 387 Table of Contents xxix 8 3 How to Force Performance Through Contests 388 How to Plan for the Contest 388 Five Common Contest Rules 388 8 4 How to Deal with the Negative Effect of the After Hour Get togethers 390 Why You Should Avoid Becoming Involved in After Hour Get togethers 390 How to Be Friendly and Personable Without Being Personal Friends 390 Guidelines for Socializing with TSRs 390 8 5 How to Use Communication Techniques to Improve the Marketing Effectiveness of the Telemarketing Sales Staff 392 Eight Steps for Creating Good Communications 392 How a Nice Big KITA May Improve Communication 393 8 6 What You Should Expect from All TSRs 394 Ten Abilities All TSRs Should Have 394 8 7 How to Train New Hires to Fit Your Marketing Needs 395 Nine Steps Toward Training Those Who Haven't Been in Sales 395 Three Steps for Training New but Experienced TSRs 396 8 8 How to Make Nonprofessional TSRs Handle Their Jobs Like Pros 397 Five Rules That Will Force Nonprofessionals to Act Professional 397 8 9 What to Expect from Professional TSRs 398 8 10 How to Pave the Way for New Product Sales 399 How to Use Mail outs to Introduce New Products Effectively 399 Five Don'ts When Sending 'Personalized' Letters en Masse 401 8 11 How to Write a Press Release for New Products 402 How to Make Your Subject Newsworthy 402 How to Write the Release in the Format the Media Is Used to Seeing 402 How to Write an Attention Getting Headline 402 How to Write a Lead Paragraph That Will Hook the Reader 402 How to Use Photographs to Enhance Your Story 403 Choosing the Where and to Whom to Send Your News Release 403 When You Should Follow Up on Your Article 403 Points to Remember About Getting Free Coverage 403 How Your Piece Differs from Advertising 404 xxx Table of Contents 8 12 How to Get the TSRs Selling the New Product 405 Five Actions to Push TSRs Through Product Transitions 405 8 13 What to Say When You or Your Company Are Wrong 406 How to Handle PR in Bad Situations 406 8 14 How to Say No Without Losing Goodwill 407 Three Magic Words for Calming a Customer's Anger 407 The Complainer for Whom There Is Never a Satisfactory Resolution 407 8 15 How TSRs' Indiscretions Can Affect Sales and How to Resolve the Problem 409 Nine Pieces of Advice for Handling Your Sales Staff's Indiscretions 409 8 16 What to Do When Internal Disputes Affect the Customer 411 Four Options When Internal Disputes Interfere with Marketing Effectiveness 411 8 17 How to Hold In house Meetings with Your Own People 412 Why You Shouldn't Shut Down Business to Hold a Telemarketing Sales Meeting 412 Why Sales Meetings Are a Good Idea 412 How to Keep a Meeting from Dragging 412 8 18 How to Host a Regional Telemarketing Sales Meeting 414 Five Things to Plan When Setting Up the Meeting 414 8 19 How to Plan National Meetings 415 How to Prepare for the Meeting 415 8 20 Protocol TSRs Practice When Selling at Trade Meetings and Trade Shows 416 How to Get the Job Done When You Haven't Rented Exhibit Space 416 How to Work the Exhibit Booth 416 The Best Way to Use the Hospitality Suite 416 What to Do When Exhibits Are Not Allowed 417 8 21 How to Make the Most of Telephone Conferences 418 How to Initiate the Conference Call 418 Four Steps to Set Up a Conference Call 418 How to Lead a Telephone Conference 418 Suggestions for Participating in Telephone Conferences 419 How to Distribute Notes from a Telephone Conference 419 Table of Contents xxxi 8 22 How to Lay Out a Spreadsheet for Each TSR 420 How to Manage Time 420 A Sample of a Year's Call Plan Worksheet for Use with Each of Your TSRs 420 Glossary 423 Appendices 429 A People and Organizations to Contact to Help You Help Employees with Chemical Dependency Problems 429 B Exit Interview Checklist 432 C Sample Press Release 434 D The American Telemarketing Association 435 E Differences in 700, 800, and 900 Numbers 436 F The Asterisk Law 437 G List of Documents Needed for Hiring as Noted by the National Immigration Control and Reform Act 438 H A Guide to Telemarketing Laws by State 439 I Employees as Independent Contractors 440 J Partial Checklist of Common General Expense Categories for Setting Budget Goals 441 K Government Offices That Might Want Your Product or Services 442 L Telecommuting 444 M Sources of Information About Eastern Europe 445 N Countries That Offer Toll Free Calling 446 O A Product Sales Analysis Worksheet 447 P A Script for First Approaches: Calling Referred Leads 449 Q A Script for First Approaches: Calling Past Customers 450 R A Market Analysis Reporting System 451 Index 456
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spelling	Fielding, Peggy Verfasser aut Telemarketing factomatic Peggy Fielding ; Gary Drummond 1. print. Englewood Cliffs, NJ Prentice Hall 1991 XXXI, 464 S. txt rdacontent n rdamedia nc rdacarrier Telemarketing United States Management Handbooks, manuals, etc Management (DE-588)4037278-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Telefonverkauf (DE-588)4117183-4 gnd rswk-swf USA Management (DE-588)4037278-9 s DE-604 Marketing (DE-588)4037589-4 s Telefonverkauf (DE-588)4117183-4 s Drummond, Gary Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015121167&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Fielding, Peggy Drummond, Gary Telemarketing factomatic Telemarketing United States Management Handbooks, manuals, etc Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Telefonverkauf (DE-588)4117183-4 gnd
subject_GND	(DE-588)4037278-9 (DE-588)4037589-4 (DE-588)4117183-4
title	Telemarketing factomatic
title_auth	Telemarketing factomatic
title_exact_search	Telemarketing factomatic
title_exact_search_txtP	Telemarketing factomatic
title_full	Telemarketing factomatic Peggy Fielding ; Gary Drummond
title_fullStr	Telemarketing factomatic Peggy Fielding ; Gary Drummond
title_full_unstemmed	Telemarketing factomatic Peggy Fielding ; Gary Drummond
title_short	Telemarketing factomatic
title_sort	telemarketing factomatic
topic	Telemarketing United States Management Handbooks, manuals, etc Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Telefonverkauf (DE-588)4117183-4 gnd
topic_facet	Telemarketing United States Management Handbooks, manuals, etc Management Marketing Telefonverkauf USA
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