6

Telemarketing Active Prospective

Where the company takes the initiative to contact their customers, partners, sup
pliers or customers, in a systematic way, planned and directed the telemarketing
goes into action. He is a widely used tool in marketing, stock sales and promot
ional campaigns, and serve also for other purposes. It applies in these cases a
mailling list (contacts) previously structured. To achieve better results, it is
important that you take in the telemarketing process ordered this mailling qual
ification, integration with systems in use and development of specific applicati
ons (such as predictive dialing, call screens - front end - so friendly.). This
chapter will address aspects related to telemarketing ativoprospectivo those poi
nts that - Are you sure this is distinguished from other actions and strategies
to upgrade the mailling? relationship with customers.
118 CALL CENTER STRATEGY TO WIN
process of telemarketing has become more important with the changes experienced
in the business loop through the ages. Previously, a company that produced a dur
able traveled a circuit of production steps with well-known and predetermined, f
or example, the path followed by the automotive industry to produce a car: 1. Ma
rket research in the field, 2. Technical trends, 3. Production of the vehicle 4.
Stocking 5. Training of the sales team, 6. Opening and maintaining channels of
distribution (retailers), 7. Advertising to inform, motivate and attract the con
sumer to the dealer to know the model and eventually buy it. The customer left t
he house for resale and returned periodically for revisions planned. Gradually,
the frequency and made routine contact with the sales channel shrinking. If sati
sfied, he returned two years later on average to acquire a new model. Then the c
ycle repeated itself. Today, everything is different. Companies adopt a more act
ive and interactive, because you must hit precise targets, with optimization of
activities and cost reduction. The consumer is heard at all times and the circui
t traversed by the companies became more specific: 1. Satisfaction survey via te
lemarketing (by phone or email) 2. Drafting panel of trends and satisfaction to
guide the next release 3. Elaboration of the models, 4. Motivation of the sales
force, in cooperation with retailers, supported by telemarketing, 5. Using the c
ustomer base to demonstrate good level of satisfaction with the brand to inform,
via telemarketing, on new models;
Telemarket ING ASSETS 119 - PROSPECTIVE LUCAS - MANCINI
The
6. Customizing the service, also via telemarketing (with purchase options for ch
oice of favorite color, favorite accessories etc..) 7. Offer password for the co
nsumer to make a test drive in the nearest reseller appointed by him, and finall
y closing the sale 8. Feedback process: the sale and held possession of the spec
ifications given by client, it produces the vehicle with the features chosen. Th
e resale program for the day of delivery; 9. Give the car, starts the operation
after sale: call of welcome from the factory, offering additional accessories, i
nsurance, etc. 10. Reminder to the customer in advance that he requested the nec
essary revisions, already programmed and recorded in the database. On the appoin
ted day, the concessionaire search the vehicle and leave for another temporary r
eplacement until the review is ready. The actual technical assistance is already
properly informed of the occurrences noted by the client - your password - in t
he utility page on the Internet 11. Period of exchange: begins another campaign
of telemarketing, with new offerings and options for the client, which is being
monitored and tracked by the system. Result: greater customer satisfaction and l
oyalty to the brand. With the necessary adaptations to various economic segments
and life-cycle of the product or service, this structure is repeated in various
productive sectors.
○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○
Dominates the market information and the product / service to offer subsidies to
allow adequate training of operators and supervisors.
120 CALL CENTER STRATEGY TO WIN
!
COMPANY
Basic Elements
A good telemarketing project brings together some basic elements: T Strategic Pl
an, with clearly defined goals and objectives; t Signup customers reliable and u
pdated; t clear definition of the product, service or message to deliver; t Trai
ning of all sectors involved to the company tornese collaborative;€t A call cent
er well equipped, well trained and well motivated.
Strategic Planning
Planning for telemarketing, plus all the factors already discussed, involves som
e steps that the company or the employee responsible for its implementation must
follow. Definitions are critical to the success of the operation.
OBJECTIVES
What the company wants to telemarketing? Selling a product or service? Publicize
your image? An effort to post-sale? Perform a search? Update a record? Make fol
low-up (monitoring)? Often, the telemarketing campaign does not achieve satisfac
tory results because the company does not have clearly defined your goals, or ha
s multiple targets to attack with a single approach - which reduces the efficien
cy of operator effort, because the message tends to be confusing.
INFRASTRUCTURE
In planning a study appears consistent comparing the various options for impleme
nting the strategy for telemarketing (hiring
Telemarket ING ASSETS 121 - PROSPECTIVE LUCAS - MANCINI
operators, outsourcing, consulting, etc.).. It is an analysis of cost-benefit re
lations. In this step, too, there is the interplay of the various sectors of the
company if they are in line to operate without shocks. For example, there is no
point to make telemarketing sales departments to inventory and delivery do not
meet the deadlines promised.
INVESTMENTS
Here, it should allocate resources to implement every step of the telemarketer,
whether in hiring an outside organization (total investment), either sectoral (i
nternal deployment). In the latter case, you must specify funding for human reso
urces, technology, equipment, technical support, monitoring, controls, etc..
SCHEDULE
Goals are established in a quantitative manner the short, medium or long term. O
nly then can we measure the return, examine the challenges of strategy and make
corrections if necessary. The schedule is flexible to incorporate aspects not co
nsidered that may occur. These are called uncontrollable variables of the macro
marketing, such as legislative changes, climatic disasters and other occurrences
imponderables.
OPERATION
Includes study of the profile of the target audience, selection of mailling, scr
ipt preparation, professional training, pre-testing of the system and monitoring
of events.
122 CALL CENTER STRATEGY TO WIN
Good planning telemarketing must answer five basic questions, whose order is not
here, by priority. All are equally important. t What? It is the message, what i
s being transmitted to the customer being called by the call center. t How? It i
s the means used to interact with the client. You can be the phone, email, lette
r, fax or even some still unusual, such as interactive television. t How much? I
t is the frequency with which the search for the client. This often - or calenda
r program - depends on the objectives, product, service or formatted message. t
When? It's time to get in touch. It is defined here not only the calendar period
(time of year, for example) as well as weekday and time. Other factors influenc
ing this decision are called factors and temporal profile contact after (or befo
re) birthday, wedding, birth of child, graduations, travel, purchase of goods et
c.. t Who? The answer to this question provides the profile of the audience. It
is, indeed, details on the mailling, the listing of the database. Knowing this p
rofile, you define the best language for addressing the client, for example. Cho
ice and also the argument that deliver fruit greater effect.
Telemarket ING ASSETS 123 - PROSPECTIVE LUCAS - MANCINI
CHECK LIST
t The product or service being offered is well defined? t The sales goals are cl
ear to the team? t The register of potential customers is sufficient and compati
ble to the proposed objectives? t The register was previously updated and is rea
dy to be used? t The script, that is, the script's approach was well structured
and sufficiently pre-tested? t The operators were trained to command the operati
on with confidence and clarity? t The team is motivated? t planning provided tec
hnical support in for peak times? t The operators are able to face a tested fram
ework of objections? t The design team and the structure was well done? t The lo
gistics for the product or service fulfills the promise made during the sale is
working with quality?
Select an efficient transmitter t, t Develop a message
impact; t Choose appropriate means and code; t Pay attention to the receiver (ta
rget audience) t Monitor the feedback (response / return).
OPTIMIZING
!
The
COMMUNICATION
Who's who in telemarketing
The secret to success in telemarketing is not only the technology used, implemen
ted in software or even the right choice of partners. Is also in the way of doin
g, in the way
124 CALL CENTER STRATEGY TO WIN
people involved in the actions and act as their work is oriented. Previous chapt
ers have already been addressed some features present in any operation of telema
rketing, call or contact center. Here are seen some specific elements and skills
needed to perform the process of telemarketing standards of excellence.
Human Resources
Selects appropriate people to design, easily to assimilate information about the
message being conveyed.
Training / Training
Technical advice on posture, placement of voice, persuasion, approach, close of
business, customer psychology, how to overcome objections from several other fac
tors.
Planners Script
Prepare the script and follow its application to make corrections and improvemen
ts where necessary.
Operator
Provides information about the product or service being offered. Performs sales
approach with arguments or information specifically designed for the task.
A pleasant, quiet, comfortable, free from environmental pressures and ergonomic
design that will provide the targets are achieved. Adverse conditions adversely
affect the performance of the team.
125
!
ENVIRONMENT
Telemarketing - PROSPECTIVE LUCAS - MANCINI
Assistant Central
Establishes the working range of operators and supervisors as call flow. Evita o
ccurring interjornadas, idleness or lack of operators at a given time. Performs
the monitoring of quality and feedback (response / return). Provides safety, ene
rgy, technical mastery, communication, phrasing and warmth to the operational fr
amework.
Supervisor
!
ACTION NETWORK
Responsible to guide and adjust the telemarketing activities of a company call c
enter. Examines the work done by his staff, checking the performance of activiti
es. Compare the results achieved with the standards of pre-established. Performs
the necessary corrections and improves existing methods for providing a quality
service and meet the targets. Preserves the image of products and services comp
any. Resolves technical problems or refers to the areas responsible and accounta
ble for them. In short, does everything to avoid interference in the performance
of the work.
For the telemarketing really contribute to business objectives are achieved, it
is necessary to structure a network of actions to produce a collaborative enviro
nment. All should contribute to the relationship between the operator, who is th
e spitting image of the company and client is built with sympathy and objectivit
y.
Directs sales force to optimize performance, discipline and welfare of the team.
Provides information on the product and forwards updated information for the co
mpany.
Coordinator
126 CALL CENTER STRATEGY TO WIN
THEORY & PRACTICE
In telemarketing, one of the challenges is to overcome the barrier that many hav
e this kind of contact. It will be conducted independent of the receiver, it is
highly invasive, but it is possible to overcome such challenges. In ordinary lif
e, in the dialogues that occur, people issuing ordinances, perform reasoning and
decide whether certain concepts or situations are true or false (ability to dis
cern). These three capabilities (to judge, reason and discern) spring into actio
n when the operator works, to avoid bad communication. But what are these such "
noise"? Many think they are "noise": a plane that passes, a cry, a bark, a loud
music or any sound which hinders the dialogue ... But the concept of noise is br
oader: Includes interference that prevents communication. For example, a term in
English for those not familiar with this language is a "noise" of communication
, because she did not know what was said. In extreme situations, the communicati
on breaks down. A link to a wrong number falls into this case. To reduce noise,
the operator has several techniques, which start in selecting the mailling and c
ontinue on implementing the roadmap. A good script monitors whether the communic
ation occurs as expected and the actual operator, with good sense, gives the exi
stence or absence of noise. For example, if after giving the information a custo
mer asks the same thing, it is necessary to investigate the reason. The informat
ion was unclear? The content is too complex? Or the client was unaware? In this
case, why? Thus, it is possible to optimize the responses of telemarketing.
Telemarket ING ASSETS 127 - PROSPECTIVE LUCAS - MANCINI