Nghe Thuat Ban Hang Qua Dien Thoai

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TELEMARKETING TECHNIQUES

Bin son v lu hnh n i b

t ngu yn t c ca E l l en Bend remer

#1 in Telemarketing & Call center

43/4 Cong Hoa St, Tan Binh Dist, Ho Chi Minh City

Tel: (84-8)2966744 - Fax: (84-8)2966733

Email: [email protected]

Website: www.dialrec.com

Top Telemarketing Techniques

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DIALREC # 1 i n T e l e m a r k e t i n g & C a l l c e n t e r

Addr: 43/4 Cong Hoa St, Tan Binh Dist, Ho Chi Minh City Tel: (84-8)2.966.744 - Fax: (84-8)2.966.733 - Email: [email protected] Website: www.dialrec.com.






MC LC

BN HNG CH N GIN L GI IN.......................................................... 7

Bt u 8

Ngnh Kinh Doanh Tip Th Qua in Thoi ...................................................................... 8

Bn c nn c quyn sch ny khng? ............................................................................ 9

Bn s hc c g t cun sch ny ................................................................................ 9

Ging Ni + in thoi = Bn hng................................................................................. 10

Ti sao bn nn c cun sch ny ................................................................................. 11

Vch r nhu cu v mc ch ca bn ............................................................................. 11

Ti sao cc cng ty s dng vic tip th qua in thoi ................................................... 12

SC MNH CA TELESALES............................................................................ 14

Ti sao li ng dng Telemarketing? ............................................................................... 14

Nhng thun li v tr ngi ca telemarketing................................................................. 15

Nhng iu c th v khng th qua in thoi ............................................................... 16

KIM TIN VI NGH TELEMARKETING ........................................................ 17

Cc dng cng vic ca Telemarketing/Telesales ............................................................. 17

Lng bng ................................................................................................................... 19

S gi lm vic bn mong mun ..................................................................................... 20

Nhng yu cu K Nng ................................................................................................. 21

THNG IP BN HNG NG N L IU THEN CHT ............................ 24

Thng ip bn hng ca cng ty bn l g? .................................................................... 25

Giao tip qua in thoi.................................................................................................. 27

Xc nh nhng mc tiu ................................................................................................ 28

Kt hp thng ip bn hng vi nhu cu ca khch hng tim nng ............................... 29

Thu ht s ch ca khch hng v duy tr s ch ................................................. 30

on trc nhng phn bc v tha thun vi h............................................................ 31

Hon Tt Vic Bn Hng................................................................................................. 35

THI L TT C ........................................................................................ 36






Biu l thi ng n................................................................................................. 36

Suy ngh ng trc khi hnh ng................................................................................. 37

Thi ca bn c chuyn ti bng ging ni v ngn ng ca bn ............................. 38

Bn B, nhng khng phi quy ri.................................................................................. 39

Thit lp tha thun gia bn v khch hng tim nng................................................... 40

NI TO HN! S DNG GING NI NH L CNG C BN HNG................ 41

Ging ni ca bn nh hng n kh nng thnh cng nh th no ............................... 41

Hc cch iu khin ging ni ca bn............................................................................ 42

S dng ging ni ca bn nh l mt cng c bn hng................................................. 45

Khng ch ni, m hy lng nghe! ................................................................................... 47

Kim tra m thanh ging ni ca bn .............................................................................. 48

Nhng li nn trnh ....................................................................................................... 48

LCH TRNH LM VIC CA NHN VIN TELEMARKETING ............................ 50

Bc 1: Xc nh Ngi no/Nhng cng ty no s mua sn phm/dch v ca bn .......... 50

Bc 2: Thm d ........................................................................................................... 51

Bc 3: u tin nhng khch hng m bn ang hng n ........................................... 52

Bc 4: Pht trin vic bun bn mi .............................................................................. 52

Bc 5: Chun b cho mi cuc gi ................................................................................. 52

Bc 6: Quay s c tin: Gi in thoi....................................................................... 53

Bc 7: Gii quyt nhng ngi gc cng ....................................................................... 54

Bc 8: Lin lc v ni chuyn vi ngi a ra quyt nh.............................................. 54

Bc 9: Trnh by li gii thiu sn phm ca bn ........................................................... 55

Bc 10: Kt thc th.................................................................................................. 55

Bc 11: Thng lng v gii quyt tt c cc s phn bc............................................ 56

Bc 12: Kt thc .......................................................................................................... 57

Bc 13: Chm dt cuc gi ........................................................................................... 57

Bc 14: Gi in Tm tt v Hon thnh ....................................................................... 58

Bc 15: Nhng dch v gi tr gia tng........................................................................... 58

Bc 16: Tm kim khch hng thng qua ngi gii thiu............................................... 58

em tnh trc quan vo li cho hng ca bn. ............................................................... 59

KT THC BN HNG ..................................................................................... 60






Kt thc hp ng: Lm ngay t lc bt u ................................................................... 60

Ch ti tn hiu mua hng............................................................................................ 60

Th xc tin hon tt hp ng ................................................................................. 61

To ra gi tr thy .......................................................................................................... 61

Cc mu hon tt hp ng............................................................................................ 62

KCH BN TELEMARKETING........................................................................... 66

Ai nn vit kch bn telemarketing cho bn ? ................................................................... 66

Cc phn chnh ca mt kch bn telemarketing outbound:............................................... 68

Cc chin lc cho mt kch bn Telemarketing ............................................................... 69

Tm n chuyn gia vit kch bn telemarketing. .............................................................. 70

CC TH THUT BN HNG CA DN CHUYN NGHIP................................ 73

Phng php 1: Trang b v ng x chuyn nghip ......................................................... 73

Phng php 2: Lp ra ch tiu ca ngy, ca tun, ca thng cho bn thn ..................... 73

Phng php 3: Phn phi thi gian hp l...................................................................... 74

Phng php 4: Thm nh khch hng .......................................................................... 74

Phng php 5: Hy quan st chnh mnh ....................................................................... 74

Phng php 6: Son trc kch bn............................................................................... 75

Phng php 7: T thng mnh .................................................................................... 75

Phng php 8: X l hiu qu khi b t chi................................................................... 75

Phng php 9: Lun lun bit lng nghe khch hng ..................................................... 76

Phng php 10: t c tha thun............................................................................ 76

Phng php 11: Nui dng cc mi quan h sn c. .................................................... 76

Phng php 12: Tp trung trong cng vic .................................................................... 77

Phng php 13: Lm vic c t chc v ghi ch k ........................................................ 77

Phng php 14: Lm vic hiu qu vi ngi gc cng ................................................ 77

Phng php 15: S dng hp th thoi h tr .......................................................... 78

Phng php 16: Lm vic cng internet......................................................................... 78

CC LI CN TRNH TRONG TELEMARKETING ............................................. 79

t ra k hoch ca ngy, ca tun v ca thng. ........................................................... 79

Cc u tin cho cuc gi................................................................................................. 79

ng nn l thuc qu vo cc giy t!........................................................................... 80






Tp trung cho mt ngy lm vic ca bn. ...................................................................... 80

Trnh l l v ti u ha trong cng vic......................................................................... 80

ng lng trnh quy lut 80-20 ...................................................................................... 81

ng nn p t kin c nhn ..................................................................................... 81

Trnh a ra cc mc tiu vin vong............................................................................... 82

ng nh gi thp vic hiu r sn phm v dch v...................................................... 82

ng tn thi gian cho nhng ngi khng c kh nng quyt nh. ................................ 83

KIN CA CC CHUYN GIA........................................................................ 84

Tom Morrill .................................................................................................................... 84

Barry Maher ................................................................................................................... 88

David English ................................................................................................................. 91

Carla Meine.................................................................................................................... 93






BN HNG CH N GIN L

GI IN

Trong sut 15 nm qua, ti c c mt cuc sng thnh t l nh vo tip th qua in thoi (Telemarketing) v bn cng c th lm c iu ! C v s sn phm cng nh dch v bn c th bn qua in thoi. V cng c rt nhiu cch tip th qua in thoi m bn c th s dng bn hng. Mt khi bn tip thu c kin thc v pht trin cc k nng cn thit tip th cc sn phm/ dch v qua in thoi, th bn c th tr thnh 1 chuyn gia bn hng thc th.

Qua nhiu nm, ti lm vic trong nhiu call center; pht trin nhiu chin dch Telemarketing cho nhiu loi hnh doanh nghip; v ti cng c vn cho rt nhiu cng ty. S dng in thoi l cng c bn hng ch yu ca ti. Ti khm ph nhng chin lc v cc b quyt gip ti t c thnh cng trn nhiu thng v tr gi trn 10 triu la cho cc c nhn v doanh nghip, trong khi hu nh ti khng cn phi ri vn phng ca mnh.

Mt iu tuyt vi tip th qua in thoi l n c th c thc hin bt c u. Hng triu la m ti gt hi c cho n nay u t vn phng, ni m ti kim cho mnh nhng khon thu nhp mong mun trong khi vn c th tn hng ci cm gic t do v thi gian. Vi ti, tip th qua in thoi cn hn c mt cng vic. N tr thnh nim am m ca ti! Ti ch c th din t nim vui v ngha ca nhng thnh qu m ti cm nhn c khi ti lin lc vi nhng i tng mi c trin vng bng cch s dng in thoi v cui cng l t c tha thun ht ln ny n ln khc. Ti cm nhn c s hi lng ca khch hng khi bn c mt sn phm hay dch v c ch cho h, ng thi, sinh ra li nhun cho cng ty v kim c khon hoa hng cho mnh.

i vi ti, tip th qua in thoi tht s th v! N cng l mt cng vic y thch thc v c n p tha ng. Bn ang c k hoch mun tr thnh mt chuyn vin Telemarketing hoc bn mong mun pht trin thm nhng k nng tip th qua in thoi th quyn sch ny dnh cho bn. N chia s nhng kin thc m ti tch ly c trong nhiu nm qua v gip bn gt hi thnh cng ngay lp tc. Ngoi vic hc hi t kinh nghim ca ti, bn cng c th hc hi kinh nghim t nhng chuyn gia khc thnh cng trong lnh vc Telemarketing. Sau khi bn tip thu nhng li lm ca chng ti, bn s khng gi mc phi v bt u s dng thnh tho nhng th thut vn dng tt nht trong nhiu tnh hung.

Cho d bn vn cn xa l vi vic tip th qua in thoi hay l mt chuyn vin lnh ngh ang mun nng cao k nng, th quyn sch ny s a bn i tng bc vt qua nhng tr ngi v thch thc m bt k chuyn vin tip th qua in thoi no cng phi i mt, bao gm:

M rng danh sch khch hng tim nng

Chun b nhng kch bn tt trc khi thc hin tip th qua in thoi.

Pht huy thi ng n.

Vt qua nhng nh kin v phn bc.

i ph vi nhng li t chi.

Tip cn c ngi c quyn quyt nh

1






Ci thin k nng xc tin hp ng.

Tn dng nhng phn mm v cng c ti u hiu qu cng vic.

Vic cn thit ca bn l c c kinh nghim u tay, nu bn bt u ngay vic tip th qua in thoi vi nhng kin thc v k nng ng n th c hi bn thnh cng s tng gp bi. Chc chn rng, tip th qua in thoi c th y thch thc v tn nhiu thi gian, nhng vi s luyn tp khng ngng, bn s c c nhng k nng v kinh nghim cn thit t c nhiu thnh cng.

Ti khuyn bn nn c ht cun sch ny, sau hy xem li tng chng khi bn bt u lp k hoch. Hu nh tt c nhng thng tin bn cn u nm trong quyn sch ny, tuy nhin, bn cng c th tham kho thm t trang web www.EllenBendremer.com. Khng cn bit bn bn mt hng no, bn s sm khm ph ra c rng chic in thoi l mt cng c c sc mnh cc k to ln tm kim, nh gi cng nh tip cn khch hng.

Mong c ln nht ca ti, cng nh mong c ca bn, l s sm hiu r sc mnh ca tip th qua in thoi v khm ph ra lm th no thu c nhng ngun li khng th ng c t vic s dng in thoi nh l cng c bn hng ch cht.

Bt u

T in Merriam-Webster nh ngha tip th qua in thoi l tip th v sn phm hay dch v bng in thoi. T ny c thm vo t in vo nm 1980, khi n tr nn r rng rng in thoi thay i.

Da trn ci nhn ca bn, t tip th qua in thoi c th gi ln nhiu hnh nh khc nhau. L mt cng ty chuyn bn hng cho ngi tiu dng hay cho cc doanh nghip, th tip th qua in thoi c th l mt gii php m rng kinh doanh m khng cn phi ri khi vn phng.

Tuy nhin, gi s bn l mt khch hng ang ngi nh th gin v in thoi reng, th nhng li ni n iu c th gy ra cm gic b lm phin, mt tc dng !!! Nhn chung, mi ngi u bn rn. H khng mun b lm phin bi nhng ngi khc c gng bn sn phm hay dch v m h khng cn. Mt chuyn vin tip th qua in thoi thnh cng c th nhanh chng nm bt c s ch ca ngi m h gi n v chng minh cho ngi c rng ci m bn mang n c th rt hu ch. Vi kin thc v k nng ca mt ngi bn hng qua in thoi chuyn nghip, bn c th nhanh chng ph v ro cn tm l m nhiu ngi v tnh xy nn chng li nhn vin tip th qua in thoi v trc tip bn hng.

Ngnh Kinh Doanh Tip Th Qua in Thoi

S pht trin khng ngng trong lnh vc tip th qua in thoi tht s gy kinh ngc. Tm kim nhng con s chnh xc lin quan n lnh vc ny v vic s dng in thoi bn hng rt kh khn, nhng nhng con s sau y s cho bn mt khi nim v s ngi tham gia vo ngnh kinh doanh ny v s ln bn hng c thc hin qua in thoi da trn cn bn tng nm:

Hn 70% giao dch kinh doanh din ra qua in thoi. (Ngun: GeoTel, trch Gartner Group, Thng 9 - 1998.)

Tip th qua in thoi ra nc ngoi t k lc $482.2 t v bn hng vo nm 1998, bao gm $209.5 t bn cho khch hng. (Ngun: Direct Marketing Association, Thng 1 - 1999, U.S. Direct Marketing Today: Economic Impact, 1998.)






Gn 265,000 cng ty ca M s s dng in thoi trong tng lai ti. (Ngun: CallOmni Telemarketing.)

Tng s khch hng tham gia tip th qua in thoi tng ln n hn 47.5 triu h dn. (Ngun: CallOmni Telemarketing.)

$700 t la ca sn phm v dch v c bn thng qua call center vo nm 1997 v con s ny tng ln 20% mi nm. (Ngun: GeoTel trch Telemarketing Magazine, Thng 9 - 1998.)

C khong 7,000,000 i l hin ang lm vic trong 70,000 call center M vi t l tng trng hng nm trn 20% trong cc v tr i l. (Ngun: Davox, trch F.A.C./ Equities, 1998.)

Cc dch v call center c mng li th gii tip th c tng cng $23 t li nhun trong nm 1998, and c d kin s tng gp i n $58.6 t vo nm 2003. (iu ny da trn vic phn chia tng dch v trung tm gi in tip th vo nhng ngnh sau: t vn, h thng tch hp, v outsourcing). Outsourcing l ngnh ln nht, vi $17 t vo nm 1998, t 74% ca tng cng th trng, dn u vi $42 t vo nm 2003. (Ngun: IDC, Thng 6 1999.)

Bn c nn c quyn sch ny khng?

Tip th qua in thoi l mt lnh vc rng ln c s dng theo nhiu cch nhiu cng ty v trong tt c cc ngnh kinh doanh. V th, bt c ai thch th v vic tn dng chic in thoi lm tt hn cho vic kinh doanh ca mnh, hay ai mun hc hi cc k nng cn thit tr thnh mt nhn vin tip th qua in thoi (thnh cng hn), s c c nhiu ch li to ln t quyn sch ny.

Cun sch ny c vit cho nhng i tng sau y:

Nhng ngi mun khm ph lnh vc tip th qua in thoi.

Nhng ngi hin ti ang l chuyn vin tip th hay bn hng qua in thoi mun nng cao nhng k nng v mun t c thnh cng ln hn.

Nhng ngi bn hng theo kiu truyn thng ang tm cch s dng chic in thoi nh l mt cng c bn hng hiu qu c kh nng tit kim thi gian, cc ngun lc, v tin bc.

Cc trng phng bn hng hay nhng ngi gim st call center lm vic hay qun l cc i nhm nhn vin tip th qua in thoi.

Cc ch doanh nghip mun m rng vic kinh doanh ca h v t n mt lng khch hng ln hn.

Bn s hc c g t cun sch ny

Nhng th thut tip th qua in thoi hng u ch yu ni v vic s dng in thoi nng cao doanh s, thc y cc mi quan h tt hn vi khch hng, v lm th no tip cn nhng khch hng tim nng. Hu ht nhng g m bn c trong cun sch ny tp trung vo vic xy dng cc k nng cn thit tr thnh nhn vin tip th hay bn hng qua in thoi chuyn nghip xut sc, d bn ang lm tip th qua in thoi trong nc hay nc ngoi. Ph thuc vo loi hnh kinh doanh m bn ang hot ng v trch nhim cng vic ca bn l g, cch thc s dng in thoi rt a dng. Tuy nhin, nu bn ang hoc s s






dng in thoi bn hng, tip th, hay n lc chm sc khch hng, nhng k nng cn thit thc hin vic ny thnh cng u nh nhau.

Nhiu k nng cn phi kt hp vi nhau bn c th tr thnh mt ngi tip th qua in thoi thnh cng. V c th bn mt sn phm/ dch v, bn cn phi:

S dng ging ni ca bn chuyn ti thng ip mt cch hiu qu.

Bit cch tc ng tt vi nhng ngi cha bit v bn cng nh thc y nhng mi quan h v tin tng nhanh chng.

Vt qua nhng nh kin v phn bc; c kh nng m phn v/hay gii quyt mu thun.

C tnh t chc cao v c kh nng qun l thi gian.

Lun tn ty v thc y cc khch hng tim nng.

Hiu r khch hng tim nng v nhu cu cng nh mong mun ca h.

Son ra nhng hng dn v th tc.

tr thnh ngi tip th qua in thoi thnh cng, bn cn phi u t thi gian v cng sc cn thit thng tho nhiu k nng. Sau l bn c th s dng nhng kh nng ny thu li t kt qu bn hang. Cun sch ny chia ra tng loi k nng, gii thch chng mt cch chi tit v cung cp nhng chin lc pht huy v tn dng chng. Mt khi bn pht huy c s hiu bit cn bn v mi k nng th nhng k nng ny s cn ty thuc vo vic bn thc hnh cng nh tip thu nhng k nng, khm ph cch lin kt hp l nhng k nng vo vic bn hng qua in thoi m bn ang v s lm. Nu bn lm trong ngnh tip th qua in thoi, cun sch ny s cho bn nhng chin thut tng cng k nng ca bn lm cho kt qu tt p hn.

Ging Ni + in thoi = Bn hng

L mt nhn vin bn hng, cng vic ca l bn mang sn phm/dch v ca mnh ra ng ph, mi v gp g cc khch hng tim nng. Mc d phng thc bn hng ny hiu qu cao, nhng n cng tn thi gian v tn chi ph. Mt cch khc l qung co hay tham gia vo nhng hot ng tip th truyn thng nhng khch hng tim nng n vi bn. iu ny cng c th c mang li hiu qu, nhng tn tin bc v cng sc.

Vo lc m bn chun b tip th cho mt khch hng no , bn c th ngay vn phng, nhc in thoi ln, ch ng gi (outbound telemaketing) v con s khch hng tim nng c th ln ng k. Vic gi in ny s t tn chi ph hn l qung co trn bo, i, tivi (cnh tranh vi nhng cng ty khc cng ang mun qung b sn cng loi phm/dch v nh bn), bn c th gi hng trm khch hng v gii thiu h v sn phm hay dch v ca cng ty bn bng cch s dng in thoi.

S dng ging ni ca bn nh l mt cng c bn hng, in thoi, hay nhng thit b c lin quan, bn c th mt chi ph cho hot ng tip th qua in thoi, iu ny s cho php cng ty bn tng doanh s, t c nhiu khch hng tim nng nhanh hn, v t n nhng ch tiu bn hng nhanh hn. Bn c th m rng danh sch khch hng, in thoi c th c s dng tng cng, y mnh mi quan h vi nhng khch hng hin ti v gip bn sinh li t nhiu vic kinh doanh mang tnh lp i lp li ny.

Bng cch hc lm th no gi in c la, bn c th bin chic in thoi nm trn bn ca bn thnh chic my kim tin tht s vi tim nng khng gii hn.






Qua cun sch ny, thut ng tip th v bn hng qua in thoi c s dng c th hon i cho nhau. Tuy nhin, mt vi ngi cho rng tip th qua in thoi s dng in thoi lin lc vi nhng khch hng, trong khi bn hng qua in thoi c lin quan n hot ng vi khch hng, lm m rng hn doanh thu.

Ti sao bn nn c cun sch ny

D cho bn l nhn vin bn hng dy dn hay l mt ngi no ln u tin gia nhp vo lnh vc ny, s c nhiu cch khc nhau bn c th s dng thnh cng bng in thoi. Bn c th dnh ra hng thng hay hng nm tri khm ph v pht trin nhng chin lc tip th tt nht cho sn phm/dch v ca bn, bn c th hc hi t nhng chuyn gia v tn dng kin thc v b quyt h, hy bt u ngay v l nhng g m cun sch ny s mang n cho bn.

Do nhiu yu t, ngy cng nhiu cng ty buc phi ct gim chi ph, gia tng sn xut, v cnh tranh c c ch ng. i vi nhng cng ty trong tnh trng ny th chic in thoi c th tr thnh cng c hu dng.

i vi nhng c nhn, tip th qua in thoi l cng vic bn vng v thu nhp cao, mt khi bn thnh tho nhng k nng, tip thu kinh nghim, v lp ra nhng k lc mi. Ngay khi bn tht s tin vo sn phm/dch v bn ang bn, bn s c th bn bt c sn phm no thng qua in thoi. V ng ngh rng khng phi ai cng c th tr thnh 1 telemaketer thnh cng. Nu bn lm mt cng vic m bn li cm thy khng thch hp, bn thy lng ph thi gian v gim st trong nng sut lm vic. T l thi vic ca nhn vin lin quan n cng vic tip th qua in thoi (c bit l trong nhng v tr khi u) l rt cao. Tr li nm 1999, Trung Tm Cht Lng nh Hng Khch Hng, Trng i Hc Purdue, a ra mt bo co ni rng: T l ngi thi vic trong lnh vc telemaketing lm vic cho Inbound center trung bnh hng nm full-time l 26% v part-time l 33%. Gn mt na cc trung tm ni rng ngi lm bn thi gian ch s dng c 5% (hay t hn) tng cc cuc in thoi ca h. trnh lm mt cng vic m bn s khng thnh cng, bc u tin l phi m bo rng ngoi vic c nhng k nng cn thit tr thnh mt ngi tip th qua in thoi, bn cng phi c c tnh, n lc bn thn, v c bit l nhn thc ng.

Chng 3 tp trung vo nhiu dng cng vic tip th v bn hng qua in thoi v theo ui s nghip ny. T chng ny, bn s khm ph ra nhng k nng no v tnh cch no mt ngi bn hng hay tip th qua in thoi in hnh cn phi c, nhng trch nhim ca cng vic l g, v nhng loi ngi no tri hn trong loi hnh cng vic ny. Thm ch sau khi c cun sch ny, nu bn vn cha chc chn l bn cn c ci g gia nhp vo lnh vc ny, bn c th xem xt vic tham gia vi mt hnh vi, thi , nh gi k nng mm (soft-skill) quyt nh s nghip ca bn. Mt s th nghim nh th l mt cng c tuyt vi c th gip bn nh hng liu bn c thch hp vi loi cng vic ny hay khng.

R rng, khng c bi kim tra nh gi no s mang li kt qu thuyt phc 100%, nhng nhiu c nhn s dng loi bi kim tra ny gip h nh hng mt con ng s nghip, nhng ngi ch s dng n thu nhng ngi thch hp vi cng vic.

Vch r nhu cu v mc ch ca bn

Trc khi tip tc, hy vch r nhu cu v mc ch ca bn. i vi mt c nhn mun lm trong lnh vc tip th qua in thoi hay tng cng cc k nng, nhng mc tiu ca bn c th l:

Hc hi nhng k nng yu cu tr thnh mt nhn vin tip th v bn hng qua in thoi chuyn nghip.






Rn luyn nhng k nng bn hng v khm ph nhng chin lc s dng in thoi tip cn c nhiu khch hng tim nng, bn hng nhiu hn, v ci thin nhng mi quan h vi nhng khch hng hin ti.

Khm ph v kt hp nhng chin lc mi nhm t c tha thun.

M rng danh sch khch hng v m ra nhng th trng mi.

nh hng lm th no c mi quan h vi tt c nhng i tng khch hng v thay i s t chi trong bn hng.

C nhiu nguyn nhn ti sao mt cng ty trong tt c cc ngnh kinh doanh u mun thm d tip th qua in thoi, lm li cho vic kinh doanh. Trc khi mt cng ty c c mt i ng bn hng, th h phi bit rng khch hng mc tiu l ai v lm th no chic in thoi c th c s dng giao tip tt hn vi ngi khch hng .

Theo Tom Morrill, ch tch v gim c iu hnh ca North Andover, Massachusettsbased Actegy, mt cng ty t vn bn hng, Mt iu quan trng cho tt c cc cng ty, quy m nh th no i na, th iu u tin l nhng hiu r v gi tr cng vic ca h ang lm trn th trng. Bn bn sn phm cho ai? Nhng vn bn ang gii quyt l g v gii quyt nh th no? Vi nhng cu tr li ny trong u, bn cn phi hiu r hnh vi mua hng ca khch. Mt khi bn hiu hnh vi mua hng ca h, bn c th thoi mi nh hng bn nn s dng phng thc bn hng bn trong, bn ngoi, hay vi dng knh mu. Cc cng ty thnh cng nht nh hng khi no v lm sao nh r mt cch ng n ngun lc tip th v bn hng qua in thoi vo vng xoay mua hng ca h.

Khi mt khch hng khng yu cu phi gp mt trong quy trnh mua bn, l mt du hiu tuyt vi cho thy rng vic ng dng cch tip th qua in thoi l hon ton c th. i vi khch hng, chng ti cn thn theo mt vi bc c vch r hiu hnh vi mua hng ca khch hng trc khi chng ti th thc thi bt c hnh thc chin lc bn hng qua in thoi no. Chng ti xc nh r, thay mt cho khch hng, ci g khch hng ca h yu cu trong sut vng xoay mua hng Morrill, ngi tin rng mt cng ty c th ng dng vic tip th qua in thoi c thnh cng hay khng c quyt nh bi khch hng l ai v thi quen mua hng ca h l g.

Ti sao cc cng ty s dng vic tip th qua in thoi

Trong nhng chng tip theo, bn s c hc nhng ng li m cc cng ty s dng cc chin lc tip th qua in thoi thnh cng:

Tim kim khch hng mi.

Gim chi ph bn hng.

M rng phm vi kinh doanh.

Xy dng cc mi quan h tt p hn vi nhng khch hng hin ti.

Ci thin dch v khch hng v/hoc h tr k thut.

Qun l nhng n t hng n v x l thng tin.

Bt c khi no mt cng ty ng dng tip th qua in thoi, t n thnh cng th phi ph thuc rt nhiu vo i ng chuyn vin tip th v bn hng qua in thoi c kin thc, k nng, kinh nghim bn hng v truyn t thng tin mt cch hiu qu n cc khch hng tim nng bng cch s dng in thoi. Da trn nhng nhu cu ca mi cng ty, trch nhim ca mt c nhn tip th qua in thoi s rt a dng, v vy s dng ng ngi v ng k nng l rt quan trng. Cun sch ny s gip cc cng ty xc nh iu m nhng






chuyn vin cn v gip h hon thin cc k nng tip th qua in thoi hon thin nhng nhu cu mt cch ng n.

Trong chng tip theo, bn s c bit nhiu hn v tip th qua in thoi v n c s dng nh th no trong cc cng ty. Chng 3 tp trung vo c hi vic lm v cc ng li s nghip m nhng ai thch th trong lnh vc ny c th theo ui. Phn cn li ca cun sch ny tp trung vo vic pht trin cc k nng ng n v kin thc cn thit tr thnh mt ngi tip th qua in thoi thnh cng, nhng k nng ny s i vi bn sut qu trnh bn sn phm/dch v bng vic s dng in thoi nh l mt cng c bn hng c lc.






SC MNH CA TELESALES

Vo ngy 10 thng 3 nm 1876, Boston, Massachusetts, Alexander Graham Bell sng ch ra chic in thoi u tin. Vo thi im , khng ai c th on c rng cng c ny l 1 cuc cch mng khng ch trong thng tin lin lc, m cn c trong kinh doanh. Ngy nay, hng triu ngi s dng chic in thoi nh l mt cng c kinh doanh hng u, d cho n c dng bn hng, qun l dch v khch hng hay h tr k thut, thu thp thng tin, hay n gin ch l lin lc vi khch hng.

Chng ny s tp trung vo mt vi cch thc m bn c th bt u ng dng chic in thoi ca mnh vo vic kinh doanh mt cch hiu qu hn, bt k bn l trng nhm kinh doanh, chuyn vin bn hng qua in thoi, i din chm sc khch hng, hay l ch doanh nghip nh.

Ti sao li ng dng Telemarketing?

Trong kinh doanh, ch c mt s t cch lin lc v bn sn phm cho khch hng:

Bn c th thuyt phc h n vn phng hay ca hiu bn l ca bn.

Bn c th bn sn phm/dch v thng qua website (thng mi in t).

Bn c th gi (qua bu in, fax, hay e-mail) cc mu catalog v brochure bn hng.

Bn c th n gp nhng khch hng tim nng, n gp tng ngi bn hng.

Bn c th gi cc khch hng tim nng qua in thoi.

Tr kh nng ngoi l l khch hng c th n vn phng hay ca hiu ca bn, th mt trong nhng cch d nht v t tn km nht c th lin lc vi khch hng tim nng v trin vng thng l thng qua chic in thoi. T vn phng (hay vn phng nh), bn c th gi hng t, c th l hng trm khch hng tim nng mt ngy ch vi mc ph cc thp.

Thi gian v chi ph ti chnh cho vic gi nhng cun catalog v brochure bn hng c th hao tn rt nhiu, cha k mc ph ln hn ta phi gnh khi n gp tng khch hng tim nng ln khch hng hin ti cho bn sn phm. V d, i n gp tng khch hng mt th ko theo vic i xe, i n nh hay vn phng ca khch hng tim nng, gp khch hng, v hy vng ngi c quyn quyt nh ang . Sau , bn phi i ngi s gp v ni chuyn vi bn, cho hng, tr ra xe, v bt u li c mt qu trnh vi ngi khch tip theo. Trong mt vi trng hp, bn thm ch phi i my bay, thu xe, v c k hoch qua m trong mt khch sn ch gp mi ngi khch hng c th l tim nng . Trong khi , bn c th gi c rt nhiu khch hng tim nng, thay v phi tn thi gian tp trung cho vic gp g bn hng cho ch mt ngi.

S dng in thoi, khng ch gip bn tit kim c rt nhiu thi gian, m chi ph bn hng c th gim mt cch ng k v ci thin t l doanh s (con s doanh thu bn lm ra so vi s ln cho hng). T quan im ca ngi bn hng, telemarketing chc chn c hiu qu trong nhiu trng hp bn hng; thm vo , t gc nhn ca khch hng, vic cng kh tit kim thi gian. Sau ht, s d dng hn rt nhiu cho mt ngi bn rn, ch cn dnh ra t pht gi in thoi hn l chim hn mt khong thi gian nht nh trong lch lm vic ca ngi y cho vic cho hng vi ch mt ngi.

2






V vy, nu bn bn bt k sn phm hay dch v no m c th dng in thoi thc hin nh l mt cng c kinh doanh ch yu, th telemarketing (outbound calling) chc chn s rt hiu qu.

Tng t, nu sn phm/ dch v ca bn i hi phi gp trc tip khch hng, bi khch hng cn phi thy v th qua trc tip, th chic in thoi c th l mt cng c c gi tr cho vic nh hnh trc v khch hng tim nng v sp xp thi gian biu cho bui gp g. Bn s sm khm ph ra rng gn nh bt c doanh nghip no c th c li to ln t outbound telemarketing y mnh bn hng v/hay gim chi ph lin quan n vic bn hng .

Nhng thun li v tr ngi ca telemarketing

T quan im ca ngi bn hng, nhng thun li t telemarketing th v s. Nh bn bit, bn c th tit kim thi gian v tin bc lin lc c vi nhiu khch hng tim nng c cht lng, hn l bn s dng nhng phng thc bn hng v tip th khc. Mt iu ch li khc t telemarketing l n c th c thc hin bt c u. Ngi m bn gi n khng bit l khi ngun t mt vn phng trn i l Park New York, vn phng ca mt ngi no Topeka, Kansas, hay l mt call center ln nm khu thng mi Chicago.

C th iu tr ngi ln nht ca telemarketing l thiu i s giao tip mt i mt vi khch hng tim nng. S khng c s giao tip bng mt, khng c ci bt tay, khng c vic th hin sn phm (nu c th p dng c). Bn khng th a ra sn phm ca mnh hay minh chng thc tin, cng nh khng th sa ci g b h hng. Thay vo , bn ch da vo nhng k nng giao tip bng li truyn t thng tin v sn phm, to khng kh, v trin khai hp ng gia bn v khch hng tim nng. (iu ny s c gii thch chi tit hn trong chng 5 v 6).

V vy, da trn nhiu nguyn nhn tch cc cho vic lin kt telemarketing v telesales vo chin lc tip th v bn hng cho doanh nghip ca bn, liu bn c nn b nhng phng thc c chng minh cho vic sinh ra li nhun? Hon ton khng! Nhng g telemarketing c th lm l cho php bn tng cng doanh s, song song vi vic gip bn sp xp v t chc cng vic bn hng hin ti ca bn. V vy, telemarketing nn tr thnh mt thnh phn ca nhng kt qu cng sc bn hng v tip th bn lm. Cng nn ch rng chic in thoi c th s dng nh mt cng c c gi tr hon thin hn outbound cold calling.

Cold calling c xem l chin lc hng u khi lm telemarketing. Ni cch khc, bn c danh sch ca mt lot khch hng tim nng v h khng h mong ch bn gi n, th l bn bt u gi in thoi cho h, v cho hng.

i vi mt ngi tip th qua in thoi chuyn nghip, cold calling khng phi l chin lc hng u. Thay vo , ngi c tay ngh trong telesales thng thch thut ng warm calling hn, bi v, trc khi h nhc in thoi, h c gng tm hiu v ngi hay cng ty m sp sa gi n. V th, khi nhn vin tip th qua in thoi tht s gp ngi a ra quyt nh trn in thoi, h bit khch hng tim nng y c nhu cu v/hay mong mun nh i vi sn phm/dch v c bn. T gc nhn ca nhn vin tip th qua in thoi, khch hng tim nng tht s nim n (warm). By gi l cng vic ca bn ch l i thng vo vn vi khch hng tim nng v lm h ng tnh rng sn phm/dch v l tht s cn thit, s gii quyt c vn , hay lp y khong trng m h ang thiu.

L nhn vin tip th qua in thoi, nu trong tim bn tht s bit ci m bn mang n s gip ch g cho khch hng, nhng v bt c l do g khch hng li khng thy c nhng iu qua cch th hin ca bn, c l bn nn cho hng li hoc tm mt cch tip cn khc thch hp hn. T hi bn thn ti sao ngi m bn ang c gng bn hng li khng hiu nhng li ch m sn phm/dch v ca bn mang n. C chng thng tin no m bn khng nn ni ra? C iu g v nhu cu ca khch hng m bn khng hiu?






Nhng iu c th v khng th qua in thoi

Trong phn cn li ca cun sch ny, bn s c bit n ci g c th c lm c bi mt telesale chuyn nghip. ng thi bn s khm ph lm th no pht trin nhng k nng cho chnh bn.

Khng cn bit ngnh kinh doanh hay loi hnh kinh doanh m bn ang lm, chic in thoi c th c s dng nh l mt cng c :

Tm kim, xc nhn nhu cu, v bn sn phm, dch v cho khch hng mi.

em li dch v tt nht cho khch hng

Tip tc vic kinh doanh vi khch hng hin ti.

Nhn ra vn ca khch hng v sa i.

Tha thun vi nhng khiu ni ca khch hng, sau lm h chuyn thnh nhng khch hng vui v vi tim nng bn hng cao.

Thc y cc mi quan h v xy dng nim tin gia bn vi khch hng v khch hng tim nng.

Thit lp nhng cuc hn bn sn phm/dch v (khi sn phm/dch v khng th bn trc tip qua in thoi).

Qun l nhng cuc gi h tr k thut khch hng c th s dng sn phm/dch v tt hn.

Tham gia vo cc cuc gi hi ngh c th tip xc vi mt vi thnh vin ca t chc no , ngay c khi h ang bt c u. Bng vic s dng in thoi, mi ngi trn khp ni c th tham gia vi nhau cng chia s suy ngh, tng, v thng tin trong mt thi gian thc.

Chp nhn nhng n t hng ming v ly thng tin th tn dng chi tr. in thoi khng th c s dng k hp ng v/hay trc tip nhn tin mt. (Mt vi cng ty c th nhn chi phiu qua in thoi. Lin lc vi ngn hng hay c quan ti chnh ca bn bit thm chi tit v nhn chi phiu qua in thoi.)

Trong chng tip theo, bn s hc v nhng c hi ngh nghip ca nhn vin telemarketing, telesales chuyn nghip, v nhng i din chm sc khch hng. T chng 4 n chng 10 s gip bn pht trin cc k nng ca ring bn tr thnh mt nhn vin telemarketing thnh cng.






KIM TIN VI NGH

TELEMARKETING

Bn c thch ni chuyn qua in thoi? Bn c thy bn l mt ngi hng ngoi, thch gp g nhiu ngi mi? Bn c lc quan khng? Nu bn tr li c cho nhng cu hi trn, th bn s hu trong tay nhng tnh cch quan trng cn thit nht tr thnh mt telesales chuyn nghip. Chng ny ch ra nhng c hi ngh nghip sn c cho ngi lm inbound v outbound telemarketing. Ri bn s thy, y l mt trong t dng cng vic m khng i hi bn phi c bng cp hay thm ch l bng i hc 4 nm c th c c mt cuc sng sung tc. Gn nh bt c cng ty no trn bt c t nc no cng c th kim c li nhun t vic thu nhn vin telemarketing lnh ngh chuyn nghip, d cho vic l tr li nhng cuc gi n, h tr k thut thng qua in thoi, hay cold calling. Ngoi lm vic cho nhng cng ty c th, ta cng c nhng c hi vic lm nhng call center c lp (cc cng ty qun l hng ngn cuc gi n v i mi ngy thay cho khch hng ca h).

Cc dng cng vic ca Telemarketing/Telesales

Khi bn ngh v telesales, bn c th ngh ti nhng ngi thc hin cc cold call tng doanh s bn hng. cng c gi l outbound marketing. Bt c ai lm vic v sales nn ng dng chic in thoi trong mt vi kha cnh cng vic ca ngi nhm tit kim thi gian v tin bc. L tng hn, bt c mt ngi bn hng no cng c th t nng sut cao hn nu ngi y c kh nng chuyn nhng bui gp g bn hng bn ngoi tr thnh bn hng trong nh bng vic s dng chic in thoi.

Gn nh mi loi hnh kinh doanh u c li t telemarketing. iu ny m ra rt nhiu c hi cho cc chuyn vin bn hng qua in thoi. cui ca mi chui cuc gi, ta s c v s cc v tr khi u m in hnh l bn sn phm/dch v vi gi thp hn bng cch s dng cc chin lc inbound v outbound telemarketing. V d, c th bao gm bn cc s bo di hn hay dch v in thoi ng di n khch hng. Nhng dng vic lm ny thng tr theo gi hay ch ng trc mt khong nht nh ca cng vic c th lm. Cng vic ca nhng ngi lm telemarketing v telesales dy dn kinh nghim th c th gii quyt nhng cng vic ln hn, nh l qung co, v c th mang li cho li nhun v doanh s cho h. Mt iu tuyt vi v loi cng vic ny chnh l c hi thng tin. V d, bn c th bt u bng vic bn qung co gi thp cho mt t bo cng ng v hng lng theo gi. Cng vic s gip bn c v mi da nhng k nng bn hng ct li ca bn. Qua thi gian, s dng chnh cc k nng ct li , cui cng bn c th lm bn c qung co tp ch quc gia hay qung co trn mng li truyn hnh, ni m kh nng kim tin cao hn v gi tr ca vic bn hng lc by gi s cao hn nhiu.

C nhiu dng c hi ngh nghip lm vic vi in thoi cho cc nhn vin bn hng qua in thoi chuyn nghip. Mt trong s cc ngh y gm c:

Lm cho mt Call Center

Cng vic ny thng lin quan n vic ngi lm trong mt phng ln c cha th hng trm ngi cng tr li in thoi hay thc hin outbound call thay mt cho khch hng. Mt call center c th c trong mt cng ty ln (nhm hoc t chc) hay c th l mt cng ty chuyn qun l cuc gi cho nhiu i tng khch hng.

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Nh ng dng nhng cng ngh mi nht, cc cng ty ngy nay to ra c nhng call center o. Thc t, nhng nhn vin ca nhng cng ty ny ang lm vic nh ca h. Cc cuc gi n mt cng ty c chuyn giao cho nhng telesales chuyn nghip nhng ni xa. Mt call center o lin kt cc chuyn vin telesales ang lm vic nhng ni khc nhau nhng cng mt cng ty, qua my tnh v internet.

Cng vic call center c xem nh Ngi i din Call Center Inbound hay Ngi i din Call Center Outbound. C nhiu mc cho cc v tr ny, bt u l mc s cp (mc lng thp nht) yu cu trnh ph thng trung hc, c kh nng c vit. Theo nh Salary.com (www.Salary.com), vo thng 10-2002, quan im lng cn bn cho v tr ny l $23,179, vi mt na s ngi lm v tr ny kim c trong khong $20,664 n $26,109. Phn ln cng vic ny thng c tr lng n thun m thi (ngha l khng c tin thng v/hay tin hoa hng).

V tr i Din Call Center cp II (Outbound), theo nh Salary.com, gm c gi in thoi n khch hng tim nng c s dng li cho hng c chun b. V tr ny qung co v bn sn phm hay dch v. lm v tr ny, ngi cn phi c bng cao ng hay tng ng, cng vi hai n bn nm kinh nghim trong lnh vc ny c th c yu cu. Nhng ai np n vo v tr ny thng c yu cu nm bt c nhng khi nim, thnh tho, v cc bc thc hin trong lnh vc nht nh. Mt ngi i din call center lm vic di s gim st, bo co vi ngi gim st hay qun l. Mc lng cn bn ca v tr ny l $41,615 (ca thng 10-2002); mt na s ngi lm v tr ny kim c khong $35,440 n $49,581, theo Salary.com.

V tr i din Outbound Call Center cp III v IV trong mt call center cng chu trch nhim thc hin nhng cuc gi n khch hng tim nng c s dng li cho hng c chun b sn bn sn phm/dch v. Dng cng vic ny thng yu cu bng cao ng (hay tng ng) vi 4 n 8 nm kinh nghim trong lnh vc ny. Ngi lm v tr ny s bo co vi ngi gim st hay qun l tuy nhin h c th cng lm trng nhm v hng dn cng vic cho nhng ngi khc. Salary.com bo co: Yu cu mc sng to v hiu bit rng. V tr ny c tr lng cn bn, cng vi tin thng v/hay tin hoa hng. Lng cn bn cho v tr ny (thng 10-2002) l $68,234.

V tr ngi gim st Outbound Call Center c nhim v quan st nhn vin thc hin cuc gi n cc khch hng tim nng. Ngi gim st c chu trch nhim cho hot ng hng ngy ca call center. Lm v tr ny i hi phi c bng i hc cng nh vi nm kinh nghim v kh nng qun l ngi khc. Mt ngi gim st c th c xem nh l mt ngi qun l mc di trung bnh trong mt t chc. H c th kim t $24,477 n $87,874 ( bt c u), da vo t chc v mc trch nhim c giao.

Inbound Telemarketing

y l cng vic t p lc v n khng bao gm vic bn hng. Ni mt cch chung nht, dng cng vic ny gm vic tr li cc cuc gi n, cung cp thng tin, h tr khch hng, v/hay nhn n t hng, ln cuc hn, hay x l cc yu cu ly nhiu thng tin hn. Chc danh thng c gi cho cng vic ny l i Din Dch V Khch Hng. Trch nhim ca cng vic ny thng bao gm x l n t hng, chun b th t, v p ng cc nhu cu ca khch hng nhm nng cao mc tha mn ca khch hng. Yu cu cng vic cho v tr ny l tt nghip ph thng (hay tng ng). Mt vi cng ty c th tm nhng i tng c kinh nghim lin quan. Cng vic ny ch yu l theo s ch dn v ch o ban u. Ngi i din Dch V Khch Hng thng lm vic di s gim st trc tip. Theo Salary.com, h c th kim t $24,270 n $41,943 (thng 10-2002), da vo ngnh kinh doanh v kinh nghim ca h.

Outbound Telemarketing

Outbound telemarketing bao gm vic gi in cho khch hng tim nng v bn sn phm/dch v qua in thoi, lm nhng nhng nhm cuc gi, hay ln lch hn cho nhn vin






bn hng h gp mt khch hng . Lng cho cng vic ny rt a dng, bi v ngi lm cng vic ny thng c tr cng theo nhiu cch khc nhau (bng lng, tin hoa hng, hay/v tin thng). Phn ln quyn sch ny cp n cng vic ca mt outbound telesales chuyn nghip.

C rt nhiu c hi ngh nghip lm telesales, cho nn thnh cng trong lnh vc ny, iu quan trng u tin l nhn bit ngnh kinh doanh v/hay cng ty no m bn cm thy hng th. iu ny cho php bn chn sn phm hay dch v m bn tht s tin tng v am m n. Bn cng cn phi quyt nh nhng trch nhim cng vic m bn mun lm. Bn c cm thy thoi mi thc hin nhng cuc gi bn hng thn thin? Hay bn thch tr li nhng cuc gi n hn (v d nh x l nhng cuc gi v dch v khch hng) v khng cn phi bn hng g c (inbound telemarketing)?

Lng bng

Nhng ngi lm trong lnh vc telesales c tr cng khng theo 1 khung lng nht nh, m da trn ngnh kinh doanh m bn lm, v tr m bn ang gi, trch nhim ngh nghip, kinh nghim lm vic trc y ca bn, v c v tr a l.

Cch thc ph bin nht tr cng l a lng thng. Nhn vin c tr trc gi c nh theo gi hay theo tun cho mt s gi c bit. Tr cp c th c hay khng, ty thuc vo doanh nghip. Hu ht nhng cng vic telesales v tr khi im thng c tr theo gi v khng c tin hoa hng. Mt vi ngi ch nhn thc c rng tin thng cng l mt dng tr lng cho cc telesales chuyn nghip. Tin thng c th l mc lng sn hay phn trm ca doanh s. V d, tin thng c th l mc tiu bn hng c xc nh trc. Tin thng c mang n da trn c s mi ln bn hng. V d, l mt ngi l outbound telemarketing, bn s kim c 10 mt gi, cng vi 1 tin thng cho mi ln bn hng thnh cng.

Nhng v tr telesales cp cao, lng ca h bao gm tin cng v tin hoa hng. Tin hoa hng c tr da trn phn trm c xc nh trc ca tng doanh s h bn. T s tin hoa hng bn kim c s bin i rt nhiu, n ph thuc vo ngnh kinh doanh, cng ty v sn phm/dch v m bn bn. Mt vi ngi bn hng cng c tr thng qua s d. Ngha l mt khi bn c c mt khch hng mi, bn tip tc nhn tin hoa hng trn tt c nhng doanh s bn li cho trong sut qu trnh lm vic vi khch hng . iu ny c th rt c li cho ngi lm telesales.

Nhng ngi lm telemarketing c tr hon ton hay mt phn tin hoa hng da trn kh nng kim tin ca h. H cng lm vic chm ch v kim c nhiu mi bn hng, th mc thu nhp ca h s cng cao. i vi nhng chuyn vin telesales (khng cp khi im) th thng h c tr tng cng tin lng, tin thng v tin hoa hng cng mt lc. Bn cng c nhiu kinh nghim, bn cng c thm sc mnh tha thun vi ngi ch khi bn tm cng vic telesales.

Tuy nhin mt dng khc ca vic tr cng l ng trc tri ngc vi tr lng thng. Khc vi tin lng, tin ng trc phi tr li cho ngi ch, da trn tin hoa hng m bn s kim c trong tng lai. V vy, nu bn c ng trc 100 mt tun, v mi ln bn hng bn c 10 i, th bn cn phi c 10 ni bn hng mi tun th mi c th b c tin ng trc ca bn. Nu lng doanh thu bn kim c hn con s 10 ban u th s tin l ca bn. Nu doanh s ca bn l 12, bn kim c 120 cho tun . Tin ng trc c th tr li hoc khng. Chng l tin ng trc c ngi ch tr cho doanh s trong tng li ca bn. Tin ng trc khng hon tr c ngha l bn tr li tin ng thng qua doanh s bn bn qua thi gian, nhng nu bn ngh vic hay chm dt cng vic, th bn khng n g ca ngi ch na. Tin ng trc c hon tr ngha l bn s n ngi ch mt s tin nu nh bn khng b c tin ng trc v mt doanh s. V d, u tun, nu bn c tr 100 v bn hng 10 cho mi ln bn hng, nhng tun bn ch c 7 ln bn hng (kim






c 70 ), th bn phi tr li 30 tin ng trc cho ngi ch. in hnh l vic ny s c tnh vo mi thng, mi qu, hay na nm mt ln. Mc ch ca tin ng trc nhm lm cho nhn vin duy tr mc thu nhp thng xuyn m ngi c th thc hin, thm ch cho nhng tun chm chp khi t hng c bn hn. Mt vi ngi ch s n o trong khon tin ng trc m h tr cho nhn vin chc chn rng ngi s khng b n qu nhiu.

i vi nhng ngi telesales chuyn nghip, th vic tr cng hon ho gm c lng, cng vi tin thng v tin hoa hng. Tuy nhin, i vi mt ngi tht s t tin vo kh nng bn hng ca h, th mt v tr c tr lng da trn tin hoa hng thun ty c th li hn, bi v ngi ch thng tr tin hoa hng cao hn nhiu cho v tr ny (ch yu bi v n hu nh khng c ri ro cho ngi ch, nhng li ri ro cao cho nhn vin). Trc khi lm cng vic telesales hng lng hoa hng thun ty, bn phi chc chn rng bn c kh nng pht sinh nhng ngun bn hng cn thit kim mt khon thu nhp hp l. Nn nh rng, cho n khi bn thit lp mt mi quan h khch hng, n c th tn vi tun hay thm ch l vi thng bt u tip cn vi cc mi quan h ln hn. V vy, thi gian ban u s khng c thu nhp, mc d bn lm nhn vin chnh thc. Cho d bn l mt nhn vin bn hng c tay ngh cao, th cch tt nht bt u cng vic telesales l gi tr cng bao gm c t nht c khong lng nh. Vi s chp thun ca ngi ch, bn c th lun lun chuyn sang gi tr tin hoa hng thun sau khi bn thch nghi vi cng ty mi v doanh s ca bn bt u sinh rng ra.

Mt iu quan trng l bn phi suy ngh tht cn thn v chuyn tr cng trc khi bn ng lm bt c cng vic no. Bn cn phi chc chn rng, t nht, bn s c th tr cc khong chi ph c nhn ti thiu ngay t khi bt u lm vic, sau xc nh rng cng vic ny cui cng c cho bn khong thu nhp kh thi m bn mun t c trong mc tiu ti chnh.

Nu bn ng lm cng vic telesales m ch tr 10 mt gi, khng c tin thng hay hoa hng, ty theo s gi bn lm vic th l khong thu nhp cao nht c xc nh trc m bn c th kim c trong mt ngy. Tng t nh vy, nu bn c tr lng, cng vi tin thng v hoa hng, bn cn phi tnh ton kh nng kim tin t nht v nhiu nht ca bn. Mt iu bn nn lm l trao i vi nhng ngi lm cng v tr (lm cng cng ty) c c khi nim xc thc nht v kh nng kim tin ca bn.

Mc ph sinh hot, c trn trang web Salary.com, l mt cng c hu dng gip bn ln kt hoch cho ngn qu ca mnh, xc nh kh nng kim tin, v so snh ci m bn c cho v kha cnh tin lng so vi nhng ci khch trong ngnh kinh doanh ca bn v trong v tr a l c tr cha. Tm thm thng tin trn trang swz.salary.com/CostOfLivingWizard/layoutscripts/coll_start.asp.

S gi lm vic bn mong mun

Lch lm vic ca bn s ph thuc vo loi cng vic telesales m bn lm. Nhng cng vic trong lnh vc ny c th lm ton thi gian hoc bn thi gian. Da trn mi cng ty, bn c th c chn ca lm vic, v th cc ca sng, chiu, ti, v cui tun, cho bn s linh hot rt cao. V cng nhiu cng vic da trn nhu cu ca ngi ch. V d, nu bn lm vic East Coast nhng bn phi bn hng cho nhiu ngi West Coast, bn khng th hn gp n 11h tra theo gi ca bn, v vy bn c th lm vic n 8h ti (EST). Bi hu ht cc v tr telemarketing u da trn tiu ch khuyn khch, bn cng bn c nhiu, bn cng kim c nhiu tin. V vy, s gi lm vic mi ngy, tun, hay thng s trc tip nh hng n kh nng kim tin ca bn. Tng t, ci bn lm trong khi bn ang lm vic cng s nh hng n mc lng c bn ca bn thn bn. V d nh khi cng vic ca bn l outbound telesales, nu bn khng gi in thoi n khch hng, th bn s khng c tin.

Trong nhiu dng cng vic telesales, bn c th qun l thu nhp ca mnh, c bit nu nh c tin hoa hng hay tin thng khuyn khch l mt phn ca lng. Thc cht, cho d bn dang lm cho mt cng ty, nhng khi bn c kh nng kim c tin hoa hng hay tin






thng, lc bn tr thnh ngi ch ca chnh mnh v c th xc nh thu nhp ca bn da trn mc chm ch trong cng vic ca mnh.

Nhng yu cu K Nng

C rt nhiu k nng cn thit lm telemarketing/telesales. Tuy nhin, lm v tr khi im, th cng cn phi c mt vi iu kin tin quyt. Cch tt nht tm vic lm l tm kim trn cc rao vt cho cc v tr telemarketing, dch v khch hng, v telesales. xem c nhiu mu qung co cng mt lc, bn c th vo trang web lin quan n cng vic, nh The Monster Board (www.monster.com), v lm mt cuc nghin cu v ngh nghip. c cc mu qung co tht cn thn. Xc nh nhng ngi qun l ang tm kim ci g v so snh k nng, tnh cch, hc vn ln kinh nghim trong mi mu qung co.

Di y l mt vi mu qung co tm nhn vin lm telemarketing, dch v khch hng, v telesales. Dng lm ni bt bng ch in m l mt trong nhng k nng ch cht v/hay tin quyt m mi cng ty tm kim. y l nhng mu qung co tht. Tn cng ty v thng tin lin lc c xa hay thay i. Nh bn s thy, c mt vi qung co m t chi tit hn nhng mu qung co khc.

Mu qung co 1: V tr Telemarketing

Telemarketing call center Fast growing New York City Business-to-Business ang tm kim nhn vin kinh doanh nng ng c kinh nghim. Chng ti ang tm nhng c nhn yu thch vic lm tng thu nhp bng cch chuyn gi in thoi (gi in thoi lin tc v tp trung). Cng vic ca bn l i din v h tr khch hng trong cc chin dch kinh doanh v marketing bng cch thit lp cc cuc hn vi nhng khch hng tim nng.

KHNG I HI K NNG BN HNG! Ch cn bn k nng xc nh c nhng khch hng tim nng hoc xc nh c nhng cuc hn bn hng thng qua mt chui nhng cu hi v tr li i tng tip th sn.

Chng ti tm nhng ng vin nng ng, kh nng din t tt qua in thoi, c k nng thc hin nhng cold call lin tc v sng to trong giao tip. Bn phi c kinh nghim trc v telemarketing hay cch khai thc cuc gi. Kinh nghim v kinh doanh, c kin thc v internet/IT l mt li th. Bn phi cm thy d chu thc hin nhng cold call t cc danh sch son sn ca chng ti, sng to trong li ni, ly thng tin v ai l ngi quyt nh v lm vic vi nhng ngi gc cng.

Chng ti tr cng vic trn mc lng trung bnh cho chuyn vin gm c lng, tin thng, hoa hng.

Cc v tr TON V BN THI GIAN c 9-5 tun lm vic. Chng ti c mi trng chuyn nghip, thoi mi v c gi lm vic linh hot ph hp vi nhu cu ca bn.

Mu qung co 2: V tr Telemarketing

Tuyn dng ngay lp tc!

Cn tuyn ngi cho hai v tr telemarketing/nhp d liu v chm sc sc khe:

1. V tr lm ton thi gian: Th hai 11.0019.30.; Th ba Th nm v lun phin Th By/Ch Nht 12.0020:30: 40 gi.

2. V tr lm bn thi gian: Th hai11.0015.00; Th t Th by 16.0020.00: 20 gi.

Nu bn l ngi nhanh nhn; c ngh lc, thoi mi, v thch th trong vic m rng th gii v chng trnh Medicare mi sp c tung ra th trng vi con s tng trng ca New York Nursing Homes; hy gi cho chng ti n xin vic ca bn!

Nhng ng c vin t yu cu:






1. C kh nng t khi u cng vic.

2. n ni lu lot.

3. Bit lng nghe.

4. T chc cng vic tt.

5. Thng tho vi tnh: vd. Microsoft Office (Word, Excel, PowerPoint, Access).

6. Thn thin/ha ng.

7. Tp trung cao .

8. Tc phong chuyn nghip.

C kinh nghim trong lnh vc chm sc sc khe, bn hng, v/hay nhu cu ca ph n ln tui l mt li th.

Lng: Ton thi gian: $25,000.00 cng vi phc li y

Bn thi gian: theo t l ($12,500.00)

Mu qung co 3: V tr Telesales

Cng ty ABC, chuyn cung cp nhng gii php v Web hosting, ang tm kim nhng ng vin telesales chuyn nghip tham gia vo i ng bn hng ang trin khai thnh ph New York. Nu bn c kinh nghim bn hng hay bn hng qua in thoi, kin thc v internet v c bng i hc, th bn s tm thy mt cng vic tht s th v v c tng thng xng ng ABC ni m thu nhp tng xng vi kh nng v s phn u ca bn thn. ABC mang n:

Mc lng cn bn cnh tranh.

Tin hoa hng hp dn.

Nhng ngi hng dn c chuyn mn cao.

c tr tin o to.

V tr thun tin trung tm.

V vy, nu bn hng th trong vic gip cc cng ty nh to ra trang web ca ring h ng thi khi u s nghip v kim thu nhp cho mnh, hy lin lc vi chng ti ngay.


Outbound Telesales lng trn $40,000

Ni lm vic: Torrance, CA

M t cng vic: Chuyn gia Telesales! Mt cng ty trong nc ang tm kim nhng ng vin c tay ngh trong vic bn my vi tnh. ng c vin l tng l ngi c t 3-5 nm kinh nghim trong lnh vc outbound telesales.

Tin hoa hng cng thm rt thong! Hy gi h s ca bn n cho chng ti ngay!


Lng: $25,000n $40,000/nm

V tr: Nhn vin, ton thi gian

Mt t chc th v, ang pht trin thnh mt t chc tm c quc gia Westwood, California tm kim mt chuyn vin cho v tr Telemarketing Sales.

Phng Bn hng ca chng ti tip tc tin tng vo s pht trin to ln ca mnh. h tr s tng






trng ny, hin ti chng ti ang dnh c hi nhng c nhn ph hp.

Yu cu/K nng: tnh cht nhim v, cng vic c giao v trch nhim:

t nhng hn ngch bn hng i vi nhng khch hng then cht c giao.

Hnh thnh v pht trin kinh doanh vi danh sch cc khch hng c v nhng khch hng tim nng mi.

Nhn ra nhng yu cu ca khch hng v gii quyt bng vic s dng nhiu loi hnh dch v v sn phm.

Qun l khch hng chuyn nghip v ton din.

Qun l hiu qu s mong i ca khch hng lin quan n chc nng ca dch v, phn phi, v thc thi.

Trnh chuyn mn:

K nng din t qua in thoi.

Kh nng lm vic vi cc khch hng tim nng ln khch hng hin ti.

C k nng lnh o tt v a ra k hoch chin lc.

Ha ng v giao tip tt.

Tch cc, ngh lc, nhit tnh, cam kt lm vic thm khi cn thit.

a ra s sch ghi chp v outbound telesales.

S dng vi tnh thnh tho c bit v Microsoft Office.

Kin thc v ACT.

t nht 5 nm kinh nghim.

Chng ti ang bc sang nm th 5 vi nhng thnh tch kinh doanh thnh cng rc r trn th trng. Chng ti c hn 150 nhn vin vi mc lng cnh tranh bao gm bo him y t, nha khoa, nhn th v thng tt vnh vin, k hoch 401(k), k hoch chia s li nhun, c hi nhn tin thng, tr 12 ngy ngh l, v ngy ngh php.






THNG IP BN HNG NG

N L IU THEN CHT

Kh nng nhn bit nhng khch hng tim nng tt nht, chuyn thng ip n h sao cho tht hiu qu, v k nng qun l thi gian ca bn s lin quan trc tip ti con s doanh thu ca bn. Bn cng gi c nhiu ngi th cng bn c nhiu hng. Bn cng xc nh c ngi m bn gi n nh th no, th t l gi bn c hng ca bn cng cao.

Gi y, bn nn hiu telemarketing tht s l ci g, hiu lm th no cng ty ca bn kim c li t sc mnh ca cng c kinh doanh ny, v c kh nng xc nh nhiu cch kt hp telemarketing vo trong nhng qui trnh bn hng v marketing ca cng ty bn.

Bit rng thng tin ny l bc u tin lm telemarketing thnh cng, nhng cn nhiu iu khc bn cn phi lm trc khi nhc in thoi ln gi! Chng ta sp sa khm ph tnh quan trng ca vic trin khai mt thng ip bn hng ng n cho nhng khch hng tim nng c th, nhng ngi m bn s lm telemarketing vi h. Bn s c s thnh cng hn nu nh xc nh trc mt thng ip tht hiu qu sau xc nh cch tip cn tt nht vi khch hng tim nng ca mnh.

Trong chng ny, bn s khm ph:

Lm sao vch r thng ip bn hng cho cng ty ca bn.

Lm th no to mt thng ip ph hp cho vic truyn t qua in thoi.

Lm th no xc nh nhng mc tiu telemarketing ca cng ty.

Mo xc nh ngi nghe mc tiu.

Cc chin lc c minh chng trong vic cn xng gia thng ip bn hng vi nhu cu ca khch hng tim nng.

Nhng gi to c s ch t khch hng v gi trng thi ch .

Lm th no xc nh trc nhng kh khn m bn sp phi chm trn.

Khi bn chun b khm ph, vic trin khai thng ip bn hng hon ho cho nhng sn phm/dch v m cng ty bn mang n l iu tin quyt. Tuy nhin, thm ch l vi mt thng ip ng n, bn vn phi hon thin vic truyn t v hiu r khng ch v sn phm/dch v ca bn, m cn nhu cu ca khch hng tim nng.

Khng may l khng c con ng tt no khi bn mun tr thnh 1 telemarketer thnh cng. Cch tip cn ng n m bn c th d dng thc hin c:

Kim khch hng mi v duy tr quan h vi khch hng hin ti.

Ci thin doanh s mnh m.

Ci thin cc mi quan h khch hng ca cng ty.

Tng cng danh ting v hnh nh ca cng ty.

Tng li nhun cho cng ty.

4






Tuy nhin, nu bn gy ra nhng sai lm nh vic chn cch tip cn sai, khng hiu cc mc tiu, hay c gng chn nhng con ng ngn hn, bn c th phi gp ht s kh chu ny n s kh chu khc khi bn thc hin nhng cuc gi, v d nh v khch hng xa lnh bn, hy hoi ting tm ca cng ty, v tn nhiu thi gian, tin bc, ln cng sc mt cch v ch.

Thng ip bn hng ca cng ty bn l g?

T quan im ca ngi lm telemarketing, y l mt cu hi hc ba. Nu bn s dng i s dng li cch cho hng cho mi khch hng tim nng, bn s tht bi. iu bn mun l truyn ti thng ip tt c nhng li ch ca sn phm/dch v mt cch nhanh chng v d dng, ng thi ly c nim tin ca ngi m bn ang ni chuyn, th bn phi thay i cch cho hng vi ngi m bn ang ni chuyn.

Nhu cu v mong mun ca khch hng tim nng l g? Lm th no m ci bn mang n gip ch cho h? Mc tiu v mi quan tm ca khch hng l g? Hy qun ci bn mun kt qu ca cuc gi (lng hng ha bn), v hy xem xt ci m bn mang n p ng li ch cho mi c nhn khch hng tim nng. Cch tip cn bn hng theo phng thc ct bnh, nh cch m bn ch n gin lp i lp li cch cho hng ht ln ny n ln khc m khng c s sa i, th c th s khng t c hiu qu m bn mong mun.

Khi bn chun b thng ip bn hng tng quan m bn mun truyn ti, bn phi hiu mt iu rng: Khch hng tim nng ang tim kim li ch v mt kinh t! D cho bn tip th qua in thoi cho mt c nhn hay mt cng ty, bn phi hiu rng ngi u dy bn kia lun lun quan tm n:

Tit kim tin.

Tng li nhun (kim thm nhiu tin).

Gim chi ph.

Nhm vo nhng vn v mi quan tm khc.

Nu bn ng iu ny l mt s tht hin nhin, bn c th bt u trin khai mt thng ip bn hng c s ch tm vo mc tiu chnh yu ca khch hng. Trc khi bt u tho lun v ci m cng ty bn c th mang li cho khch hng, hay bt u vi nhng li gi thng minh, th t nht bn phi hiu nhng iu cn bn v khch hng tim nng l ngi nh th no v ngi y ang kinh doanh trong lnh vc g (nu bn tip th qua in thoi n cng ty khc).

Khi gi in thoi tip th n cc cng ty, th ngay trc khi nhc in thoi ln, bn nn bit r cu tr li cho nhng cu hi sau:

Ngnh kinh doanh ca khch hng tim nng?

Nhng i th ca khch hng tim nng?

Khch hng tim nng ca cng ty bn kim tin bng cch no?

Nhng thch thc m khch hng tim nng ang phi i mt?

Khch hng tim nng ca bn mi ngy quan tm v ci g?

Nu bn gi in thoi n tip th cho cc c nhn, bn s mun bit nhng thng tin tng t v cc khch hng tim nng, bao gm thm cu tr li cho nhng cu hi sau:






Bn c th ch ra v gii quyt nhng vn hay mi quan tm no cho khch hng?

Lm th no m sn phm/dch v ca bn gip khch hng kim thm v tit kim tin, gim stress, hay gii phng mt mi lo ngi no ?

Thng ip bn hng ca cng ty nht thit phi ch ra c nhng vn v tp trung y mnh nhng li ch m sn phm/dch v ca bn mang li cho khch hng. thc hin c iu ny, iu quan trng l bn, mt chuyn vin telemarketing, bn bit r bn ang bn ci g. Bn cng phi bit s cnh tranh ca ring bn v c kh nng truyn t l do ti sao ci m bn em li cho h l mt s la chn tt hn.

L mt chuyn vin telemarketing, iu quan trng l phi tht s tin tng vo ci m bn ang bn. Ch khi bn mi thnh tht, t tin v c tin tng khi ni chuyn vi khch hng. Nu bn khng tin vo iu m bn ni, th n s c th hin rt r rng trn in thoi v bn s nhanh chng b mt uy tn. Khi bn ngh v mt nhn vin kinh doanh th hnh nh c th n trong u bn l mt ngi ni rt nhanh cng nh khng thnh tht v thm ch l gi di. y l hnh nh khun mu m bn hon ton khng mun truyn ti.

Gi y bn c s hiu bit nn tng v nhng nhu cu thng ip bn hng ca cng ty cn phi c, th hy bt u trin khai mt vi tng cho nhng bui trnh by sn phm. Mt khi to thng ip bn hng hon ho, th chng ngi vt tip theo l gi khch hng trn in thoi lu bn trnh by cho h.

Nn nh rng khng ai mun mua mt ci g m khng c s ch ng. Ai ai cng thch th khi thc hin c mt v mua hng khn ngoan. Hy lin tng cm gic khi bn mua c mt mn hng sau mt cuc tr gi cht vt ca hiu. Hu nh mi ngi u rt hng th khi h khoe vi bn b v ngi thn v kh nng tr gi ca h, iu to ra marketing truyn ming trong nhiu ngi v lm tng thm doanh s cho cng ty.

Khi bn trin khai vic trnh by sn phm cho cng ty bn, iu quan trng i vi khch hng l h phi nhn thy c gi tr ca ci m bn em li cho h. Nu ngi khng thy c gi tr ca mn hng, th bn cha thc hin vic bn hng tt c, bn s b mt khch hng hoc phi tm cch em ht n lc c th xa i nhng nh kin cng nh mi lo ngi ca khch hng . L mt chuyn vin telemarketing, cng vic ca bn l to ra nhng gi tr nhn thy c cho sn phm m bn ang cho bn.

Lun lun c th! Khi bn ang ni chuyn in thoi, khch hng s khng th thy bn, chnh lc bn ang dng li ni ca mnh bn phm/dch v. V vy, khi bn ni chuyn trn in thoi v m t ci m bn em li cho h, iu quan trng l thng ip bn hng ca bn phi ng dng ngn ng m t rt cao, chnh iu lm cho ci m bn cho bn tr nn th v, sng ng v li cun hn. Tuy nhin, s dng ngn ng miu t th khng ging nh s dng ngn ng phc hp hoc qu nhiu bit ng k thut ri cui cng lm cho ngi nghe thy lng tng, tht vng hay chn nn.

Mt phn ca qu trnh chun b phi bao gm c vic to ra mt bng lit k nhng vic nn lm cho tt c cc cuc gi. Lit k nhng im bn hng, ghi ch quan trng, v/hay bn tho tht s v ci m bn d nh ni trn giy (hay trn my tnh).

Mt iu khng km phn quan trng i vi khch hng ca bn l h nn bit rng rt cuc h ang mua mi quan h vi bn trc, v sau mi l sn phm/dch v m bn tht s bn. V th, trch nhim ca bn l bt u xy dng mi quan h tt vi khch hng ngay t bc khi u.

V c bn, bn s khm ph ra rng mi quan h gia khch hng v ngi i din bn hng l iu then cht t c mt vic bn hng v nhng mi hng tip theo. Ngi mua gn lin vi ngi bn, nhng ngi m cho h dch v tt nht, quan tm n h nhiu nht v l ngi ch ra nhng nhu cu c nhn ca h. Nhn vin bn hng v tip th qua in thoi hng






u a ra nhng li ni cn gi tr hn c li ha; cung cp dch v tuyt vi v sau l bn hng; v mang n cho h nhng dch v tng thm gi tr cho h.

Giao tip qua in thoi

Telemarketing c th xp ngang vi vic nhn vin bn hng trc tip trnh by, tuy nhin, khi bn s dng chic in nh l cng c bn hng, bn khng h c s giao tip trc quan trong vic bn hng ca mnh. Khch hng khng th thy hay chm c vo bt c ci g m bn sp sa bn. V th, bn ni ci g, bn ni nh th no, v cm xc cng nh s mnh lit trong vic truyn t ging ni ca bn tr nn rt quan trng.

tr thnh mt telemarketer thnh cng, bn cn phi c kh nng giao tip tt bng li ni v cng phi thng sut ngh thut lng nghe. Mt cuc gi bn hng l tng nn bao gm nhng bc sau:

M li cho hi.

t cu hi.

Tng thm s hiu bit v khch hng tim nng: Ngi y ang u? Ci nhn ca ngi y v tng lai?

Lng nghe nhng g m khch hng ni, v nhn xt c ch hnh ng ca ngi y.

Ghi ch li, nhng lun lun tm. Bn s mun nh chnh xc ci m khch ni trong mi cuc in thoi.

Chun ha nhu cu ca khch hng.

Lp li mt vi ci m khch hng ni vi bn nhm mnh chng cho s am hiu ca bn.

B qua nhng nh kin hay mi lo ngi ca khch hng.

a ra gii php ca bn cho khch hng v nhu cu v vn ca h.

To ra tnh hung c hai cng thng.

Mang n thm nhng dch v gi tr.

Kt thc vic bn hng.

Hu nh bt c th g cng c th bn hay tip th qua in thoi. Trong s t trng hp khi m khch hng cn phi thy hay chm vo sn phm, th bn c th s dng telemarketing xc nh ra khch hng no l tim nng, lm tng s thch th, v thit lp nhng cuc gp mt vi khch hng. Nhn vin telemarketing hng u pht trin cc k nng cn thit kt thc qu trnh bn hng m khng cn phi trc tip khch hng, song h lun c nhng quan tm n c nhn khch hng t cho php mt mi quan h mnh v lu di c pht trin.

Khi vi bn hng trc tip, th nhng n tng u tin rt quan trng. Tuy nhin, thay v nh gi da vo vic trng bn nh th no, th khi bn tip th qua in thoi, ngi m bn ang ni chuyn s hnh thnh nhng n tng v bn da trn ci m bn ni v cch bn ni nh th no. Hy s dng ging ni ca bn trau trut nht c th. m thanh ca ging ni, cch pht m, m lng m bn pht ra, v bn nhn mnh vo nhng t hay nhng cm t trng tm nh th no s gip bn ch ra c nhng im quan trng v truyn ti theo mt cch mnh m v dt khot. (iu ny s c gii thch chi tit hn trong chng 6).






Xc nh nhng mc tiu

Bn phi a ra mc tiu chnh yu ca tip th qua in thoi nhm lm tng doanh s v cui cng l y mnh li nhun. Cn nhng mc tiu khc ca bn khi lm telemarketing? Khi bn tr li cu hi ny, nn nh l bn phi cn nhc nhng nhu cu ca bn v nhu cu ca khch hng tim nng.

Trc khi thc hin vic tip th qua in thoi, iu quan trng l bn phi hiu chnh xc ci m bn ang c gng hon thnh v lm th no hon thnh c nhng mc tiu . C th nh ngi m bn s gi n l ai? Bn s ni nhng g? Bn s ni nh th no? Bn mun kt qu tc th ca mi cuc gi s nh th no? Bn mun nhng li ch lu di ca vic tip th qua in thoi s l ci g?

Bn c th bt u lm telemarketing ngay by gi bng cch m s in thoi (cun White Page) nu bn mun tip th n cc c nhn, Yellow Page nn bn mun tip th n cc doanh nghip) v bt u gi in. Bt u t trang mc u tin v tip theo t k t A n Z l mt cch tip cn, nhng y c phi l mt cch tip cn tt? Khng!

Nhng ngi m bn gi nn c nh gi trc c phi l khch hng mc tiu ca bn khng. Nu bn tht s hiu sn phm/dch v ca mnh, bn s d dng xc nh chnh xc c loi c nhn hay cng ty s c c li ch tt nht t sn phm m bn mang li cho h. y chnh l nhng khch hng thch hp nht mua sn phm ca bn. V y chnh l nhng ngi nghe mc tiu.

Tip theo, pht trin danh sch khch hng tim nng telemarketing da trn tiu ch m bn ra. Cch ny cho php bn xc nh trc khch hng tim nng theo cch no v t n nhng kt qu tt hn trong khi cng sc b ra t hn. V d:

Nu bn ang hng n nhng khch hng l nam gii, tui gia 18 v 49, c mc thu nhp t 35,000 tr ln, bn khng mun ph thi gi v nhn lc gi in cho khch hng n mt mnh, hay nam gii c tui ln hn mc hng n, hay nhng h gia nh c mc thu nhp thp hn.

Nu bn ang c gng bn dch v th chp nh vay vn n mi ngi, th bn khng cn phi gi nhng ngi cha s hu nh hay nhng ngi cha c g th chp.

Nu bn bn dch v lau ng khi n cc h gia nh, iu quan trng l bn phi kim c danh sch cc khch hng tim nng m c ng khi cn phi lau. ng lm phin nhng ngi sng trong cc cn h m khng c l si hay ng khi.

Sau ny (trong chng 13) bn s hc v cch lm th no mua hay thu nhng danh sch khch hng tim nng ng tin cy. Thm ch mt khi bn trin khai danh sch c xc nh trc, khi bn bt u thc hin nhng cuc gi bn cn s dng sc thu ht v thng tin cng vi cc k nng cn thit m bo rng bn ang tht s ni chuyn vi ng ngi: ngi a ra quyt nh.

Bn s thng gp nhng trng hp tip th qua in thoi cho nhng ngi khng th quyt nh mua, vic ny lm hao ph thi gian v cng sc.

Trong sut nhng bc u tin ca vic thc hin cuc gi tip th, bn c th xc nh liu bn c ang ni chuyn vi ng ngi cn ni ngi a ra quyt nh bng cch t nhng cu hi n gin, v d nh ng (tn ca khch hng), nu ng thch ci m ng nghe, th chng ti cn gp ai chia s thng tin ny nhm xc tin cng vic?.

bn c hng, u tin l bn cn nhn ra v sau bn hng cho ngi a ra quyt nh. Ngi ny l ai, c bit khi bn gi n cng ty, th iu ny khng phi lc no cng r rng. Bn c th hi nhng cu hi bit c tt c nhng c nhn m bn s cn phi thuyt phc trc khi cng vic bn hng c thc hin.






gp c ngi cn gp, bn cn phi nh s gip t nhng ngi m bn ni chuyn vi h, thu thp tn v chc danh, v hi vi cu hi. Nu bn khm ph c rng bn hay nm ngi l tt c cc phn trong qu trnh a ra quyt nh, th ch n ca bn s l thit lp mt cuc gi hi ngh vi tt c nhng ngi . iu ny s tit kim thi gian v trnh s bi ri, ng thi cng trnh vic bn hng qua in thoi cho tng c nhn.

Kt hp thng ip bn hng vi nhu cu ca khch hng tim nng

Da vo sn phm hay dch v m bn ang bn, ngi nghe nhm n ca bn c th l th trng i chng (tt c mi ngi mi ni). Sn phm/dch v ca bn c th l gn nh l mt phn c th ca dn s, mt gc hp xc nh trn th trng, hay l mt loi hnh cng ty no .

V mt tip th qua in thoi n cc c nhn, ngi nghe nhm n ca bn c th c xc nh qua nhiu cch, nh qua gii tnh, tui tc, thu nhp, v tr a l, trnh vn ha, ngh nghip, tnh trng gia nh, s thch, tn gio, nim tin v chnh tr, hot ng a thch, v nhiu na. Cng c nhiu thng tin v nhng khch hng mc tiu, bn cng tip xc v chuyn ti thng ip bn hng d dng hn cng nh cung cp sn phm hay dch v cho h tt hn.

Telemarketing c th s rt thnh cng lp nhng khim khuyt (hay c bit) cho nhng hot ng th trng. iu ny c ngha l tip xc v chuyn thng ip v tip th, qung co, v PR (public relations) cng ty ca bn cho mt ngi nghe mc tiu. Mt khi bn hiu ngi nghe ca bn l ai, bn s c th xc nh c nhng cch thc c th v hiu qu t c nhng khch hng mc tiu bng cch s dng in thoi.

Nhng cu hi tip theo s gip bn hiu hn v khch hng mc tiu nu bn tip th n cc c nhn cng nh cc cng ty. Mc d cng ty v sn phm/dch v ca bn c th thu ht nhiu dng ngi v cng ty khc, nhng bn nn c gng tp trung v nhng khch hng chnh ca mnh. Dng khch hng chnh ca bn c th xc nh khi bn tr li nhng cu hi bn di. Bn c th quay tr li v tr li cng nhng cu hi ln na xc nh dng khch hng th hai ca mnh.

Sn phm/dch v ca bn thu ht ch yu khch hng nam hay n?

tui ca khch hng mc tiu l trong khong no?

Khch hng mc tiu ca bn u? Trong thnh ph c th, nng thn, hay ban, khu vc no? Khch hng ca bn trong cn h ring, chung c, nh ca nh nc cp, nh ngh hu, nh di ng?

Tnh trng gia nh ca khch hng mc tiu nh th no (cha ci, ci, c con nh, c con tui v thnh nin, li d)?

Trnh vn ha ca khch hng mc tiu nh th no (tt nghip ph thng, i hc, cp cao hn trung hc, bng cp c th)?

Loi ngh nghip ca s ng khch hng mc tiu(ni tr, vic lm c mc lng trung bnh, qun l cp trung, cp qun l, nhn vin bn thi gian)?

Mc thu nhp trung bnh ca khch hng mc tiu?

Chng tc hay tn gio ca khch hng mc tiu (nu c)?

Khch hng mc tiu thng mua sm u? C thng xuyn khng? Ngi y thng chi bao nhiu mua hng?

Khch hng mc tiu ca bn thng lm g gii tr? S thch ca ngi y l g?






Khch hng ca bn lm g trong thi gian rnh?

Khch hng mc tiu dnh bao nhiu thi gian nh, cho vic chy xe, hay cho cng vic?

Khch hng ca bn c ang s dng sn phm hay dch v c cung cp bi i th cnh tranh? Nu c, bn lm th no khch hng ngng s dng sn phm hay dch v ca i th?

Sn phm/dch v ca bn c iu g m khch hng cn hay mun, hoc va cn va mun khng?

Da vo kt qu ca nhng cu hi trn, bn hy pht biu mt hay hai cu tm tt v ngi khch hng mc tiu l ai v sau xc nh mt cch cn thn thng ip bn hng chnh xc m bn mun a n nhng ngi ny, nhm gii thiu cho h v sn phm/dch v ca cng ty v to ra s cn thit cng nh nhu cu cho ci m cng ty bn mang li cho h. vic tip th qua in thoi ca bn thnh cng, th thng tin ch yu m bn mun chuyn ti n khch hng phi nht qun v lin quan trc tip n nhu cu cng nh mong mun ca khch hng.

Cho d bn telemarketing n c nhn hay cng ty, hy m t ngi nghe mc tiu ca bn trong mt n ba cu y:

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Thu ht s ch ca khch hng v duy tr s ch

Khi bn lin lc vi khch hng tim nng qua in thoi, bn phi bit r mc ch ca bn l g (v khch hng cng bit mc ch ca bn l g: bn ci g cho h). tng thm c hi nm bt s ch ca khch hng tim nng, bn hy tr li cu hi ca khch hng Ci c ch g cho ti? mt cch nhanh chng v sc tch.

Khi khch hng tim nng tr li in thoi ca bn - nhn vin telemarketing th bn nn bit rng bn ang ct ngang cng vic m h ang lm. Nu ngi y ang lm d mt vic g quan trng, th ngi y c th cm thy kh chu v bc mnh i cht. Ngay khi bt u, bn hy hi khch hng c th dnh cht thi gian ni chuyn khng. Nu ngi ni l ang bn, th bn hy hi l thi gian no th tt hn. Bn hy ln mt cuc hn gi in c th vi h. Sau , khi bn gi li, bn bit l bn c hn trc, ngi cng chun b tm l trc l bn s gi nn bn khng phi lo lng vic lm phin ngi y.

Trong 10, 20, hay 30 giy u tin ca cuc m thoi, mc tiu ca bn lc y khng phi l ni nhanh chuyn ti thng ip kinh doanh ca bn. Tt c nhng g bn nn lm ban u l ni chuyn thoi mi, bnh tnh, r rng, ly s ch ca khch hng. Mt khi bn c c s ch ca h (ci m bn cn c ngay lp tc), bn s c thi gian cn thit trnh by sn phm ca bn. Khng nng vi, bn cn phi sng to v pht trin cch thc ly c s ch ca khch hng nhanh chng. Ch cn lm cho ngi bn u dy bn kia lng nghe bn th bn c th thc hin vic trnh by ca mnh.

Trong sut nhng giy u tin ca cuc gi, bn s cn phi t c nhng iu sau:

Khch hng phi nhn bit c bn thn bn v t chc ca bn vi mt thi thn thin v vui v.

a ra l do m bn gi in v mang li cho h ch li.






t cu hi hay by t lm cho khch hng nhanh chng tham gia vo cuc m thoi.

Cch m u mt cuc telemarketing n gin

Cho ng Smith. Ti l Claudia n t cng ty XYZ. Chng ti gip cho cc cng ty gia tng doanh s bng qung co. Ti xem v n mu qung co ca cng ty anh ng tp ch The Boston Globe vo ngy 14/07. Khng bit l s phn hi v mu qung co ny nh th no?

Trong mt vi cu u tin, vic cn ni u tin l gii thiu ngi gi n, cung cp mt sn phm c ch (Chng ti gip cc cng ty tng doanh s) v t cu hi (Phn hi i vi bi qung co ny th no?). Nn nh: iu quan trng l phi bt u a ra l do cho cuc gi, ch khng phi l mt bi cho hng cng nhc. Trc khi bt u gi in thoi, hy ng vai bn l khch hng trong vi pht. Hy t hi bn thn liu bn c phn ng g vi li m u m bn ni. Nu cu tr li l Khng, bn hy tip tc lm vic cho n khi bn c th gy s ch cho chnh bn. Hy ngh v nhng cuc gi telemarketing m bn nhn c. Nhn vin bn hng y ni g bn vn nghe in thoi hay lm bn phi cp my?

C nhiu li lm dn n s tht bi trong vic t c mc tiu ca cc telemarketer. V d, nhn vin telemarketing c th mt i s nhit tnh, t tin, hay/v mu thun trong vic chng minh sn phm ca mnh. Hy chc chn l bn trnh c nhng ci by thng gp, v lun nh rng c mt s khc bit to ln gia nhn vin telemarketing chuyn nghip vi ngi l lm, c gng lm cho bng c.

Sau khi bn bn c t hng u tin, bn nn gi mi quan h vi khch hng vi iu c th dn n vic bn c nhng sn phm khc nhng ln tip theo, c kh nng lm tng doanh s, hoc c c nhng khch hng tim nng khc t chnh nhng mi quan h ny. V th, vic gi lin lc vi khch hng rt quan trng. Mt trong nhng li ln nht ca nhn vin telemarketing gy ra l qun mt khch hng ca h khi h bn c t hng u tin. Hy kim tra danh sch khch hng theo k nht nh. Gi th cm n hay qu, gi thip nhng ngy l, Tt...

on trc nhng phn bc v tha thun vi h

Nu bn hiu r sn phm/dch v ca mnh v nghin cu mt cch tng tn v khch hng mc tiu, th bn c kh nng xc nh nhng phn bc ca mi khch hng s l g trc khi bn nhc in thoi. Bng vic d on chnh xc nhng iu phn bc cng nh mi lo ngi, bn c th a nhng phn bin ny vo thnh mt phn ca bi gii thiu sn phm. Mt nhn vin telemarketing gii s tha thun c nhng iu phn bc v th khch hng s cm thy a ra nhng vn l khng cn thit.

Nm trong s nhng li phn bc m bn s i mt khi lm telemarketing:

1. Mc ph ca bn qu cao.

2. ti suy ngh thm nh.

3. Ti phi bn li vi ngi yu/v/chng ca ti .

4. Ti tiu tin vo vic khc ri.

5. Nn kinh t ang ti t, cho nn vic kinh doanh cng khng tt lm. Ti khng th chi tin lc ny c.

y l nhng cch thng dng phn bin li nhng phn bc trn:






1. Mc ph ca bn qu cao. Gii php c th: Ti rt ly lm xin li ng. Ti tht s cha lm tt vic gii thch l do ti sao dch v ca ti ng mc gi . Hy ti chng minh cho ng thy n hiu qu trong vic chi tiu i vi ng nh th no.

2. Hy ti ngh thm nh. Gii php c th: Ti hiu. ng khng cn phi quyt nh ngay. ng, hy ni ti nghe: chnh xc l ng ngh ng ang cn g?

3. Ti phi bn li vi ngi yu/v/chng ca ti . Gii php c th: Ti sao ng/b khng ni vi h ngay lc ny nhn s ng tnh ri chng ta c th xc tin ngay lp tc?

4. Ti tiu tin vo vic khc ri. Gii php c th: Nu ng c tin, th ng c mun bt u ngay by gi khng? (t trng hp cu tr li l c th ta s ni Tuyt. Vy th chng ta cng tm s tin m chng ta cn)

5. Nn kinh t ang ti t, cho nn vic kinh doanh cng khng tt lm. Ti khng th chi tin lc ny c.Gii php c th: Cc i th cnh tranh ca ng cng ang tri qua khong thi gian kh khn nh ng. Ti c mt vi k hoch c th c th gip ng tng doanh s v lm cho doanh nghip ca ng mnh hn. Hy chc chn l doanh nghip ca ng s dn u khi nn kinh t ci thin.

Hy ginh ra mt t pht v vit ra nm iu m bn tin l nhng li phn bc hay iu lo ngi u tin s c gia cc khch hng tim nng mt khi bn bt u thc hin vic telemarketing. Sau , i vi mi li phn bc hay lo ngi m bn lit k, hy thc hin t nht l ba cch m bn c th gii quyt n.

gii quyt nhng li phn bc trc khi chng xy ra, hy t cu hi, nhn ra nhu cu, xc nh nhu cu tn ti trong khch hng, v sau a ra cch gii quyt. Qu trnh ny s nhanh chng ct gim hay loi b rt nhiu li phn bc.

Nm li phn bc hng u c d on trc

Li phn bc #1: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Cch gii quyt #1: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Cch gii quyt #2: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Cch gii quyt #3: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Li phn bc #2: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________






Cch gii quyt #1: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Cch gii quyt #2: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Cch gii quyt #3: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Li phn bc #3: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Cch gii quyt #1: _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________

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