Tuesday, July 22, 2014

Telemarketing 5: SALES RECOMMENDATIONS

SALES RECOMMENDATIONS

25. You should only talk about your product/service after knowing specifically how it will solve the problem or meet their need. Remember it’s about them, not you. If you cannot solve their problem or make things better for them, don’t sell them. Be real and be truthful. Only then you can tailor your remarks specifically and personally for the prospect.

26. Get and stay off script. You need to get feedback during your discussion of benefits and you can’t do that reading a script. “Do you feel that would work for you?”. “How do you feel that would solve your problem?” Some telemarketing companies or tele-trainers might tell you that gives the prospect an opportunity to tell you “no.” Exactly! And that’s a good thing. If there’s a problem, and they don’t see enough value in what you’ve presented, now is the time to find out. The sooner the better!

27. Avoid the question, “Anything else?” when attempting to upsell. I mean how dumb is that question? If there is anything else, your the “pro” so you make the suggestions as to what if anything else they might need. Just like when a store clerk asks is their anything else you need, the answer is usually, “No.” So be the telesales person and instead, give them a suggestion, a suggestion that makes positive sense, and help them answer it. For example, after they agree to buy an item, or a service, say, “Many of our customers who get _____ from us, also find that ____ is also very beneficial for them to get even greater use.

Larson Notes & Satire:  We are out there not just trying to make a living with the best product or service we can provide a client but we are trying to make their life better. I truly believe that. I will never force a bad or wrong product on a client or prospect to make a sale.

If you feel this is the kind of phone selling you want, go on an pick up the phone and heir us. One call to 847-991-1294. We make the calls so you don’t have to.

Our Next Blog: GETTING COMMITMENT (Closing)

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-1294
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://www.facebook.com/LarsonAndAssociatesFans
http://www.linkedin.com/in/larsonassociates

https://twitter.com/LarsonAssociate

P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

Tuesday, July 8, 2014

Telemarketing 4: EFFECTIVE QUESTIONING


13. Become a doctor. Sit down and study the patient and gather all pertinent information before you give your prescription. How could you make an effective presentation to the prospects needs in any other way?

14. Don’t use a “benefit list” to present from. Like who the heck cares? Instead, use it to create the questions you to determine if those “benefits” are of any value to your prospects and customers. Some “benefits” could actually be liabilities.

15. Avoid asking go-nowhere questions. You know things like, “Is everything going OK?”, “What are your needs?”, “Are you having any problems now?”, “How’s service?”, and, “What are you looking for in a vendor?” I mean come on how lame are these and where do they take you? All it really does is force the person to think too much. Instead, get them emotionally involved in seeing and feeling the pain of not buying or joy of fixing the problem that can be solved with your product/service. For example, “What do you do when you need parts shipped overnight, but are unable to get them?”

16. Ask one question at a time. That’s how many they’ll answer at a time and the answer you are given might give you insight to the next one you should be asking.

17. After asking, be quiet. Yes, shut up. The first one who opens their mouth looses. Resist the urge to jump in and talk if they don’t answer immediately. Don’t be intimidated by silence use it as your ally. They’re likely thinking about what they’re going to say. Let them sweat it out!

18. After they’ve finished, count to two (silently, of course). This gives you the necessary time to process what they have said and ensures they’re done talking. They might not be and you get an added bonus that they might continue with even better information than what they have said.

19. Be confident. One reason sales reps ramble with questions is that they’re not prepared or confident. Prepare your questions. Think it though and visualize the process like a professional athletic does before they compete.

20. Always know where you are going with answers, regardless of the answer. Stay in control.

21. Follow up their answers with solid related questions. Too often sales reps work from a rigid list of questions, and lose the opportunity to pick up on prospect statements which are just the tip of the iceberg of their real feelings. Get off script! For example, if a prospect said, “I believe the main reason production isn’t higher is a lack of motivation. The best move is to follow up with, “I see. What specific signs of poor motivation have you been seeing?”, or, simply, “Tell me more.” Or if your Canadian “A?”

22. Quantify the problem if possible. “How often does that happen here?” “How much do you think that is costing you?” “How much time does that take?”

23. Resist the tendency to present. Some sales reps get so excited when they hear the slightest hint of an opportunity that they turn on the spigot of benefits. You don’t need to be using the “Always Be Selling” mentality. Hold off, get a few more questions in, and cement your solution. Create an even better description of the benefits you bring that are tailored exactly to what they’re interested in, you will make the sale.

24. Shut up and listen. Learn more about their decision-making process. There could be many behind-the-scenes influences on the decision. Ask about the actual users of your products/services, anyone else who could influence it, who has to sign off on the decision or OK who appropriates the money, and who are the people who would rather not see it happen.

Larson Notes & Satire:  A closed mouth gathers no foot. I have seem more sales reps talk themselves out of a sale than talk themselves into one. Ask and be quiet. As Hank Trisler once said: “First one who talks, looses.”

Our Next Blog: SALES RECOMMENDATIONS

If all this sounds over the top too difficult call me at 847-991-1294. We make the calls so you don’t have to.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-1294
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://www.facebook.com/LarsonAndAssociatesFans
http://www.linkedin.com/in/larsonassociates

https://twitter.com/LarsonAssociate

P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

Wednesday, July 2, 2014

Telemarketing: INTEREST-CREATING OPENING STATEMENTS

8. The objective of your telemarketing opening is to establish some kind of curiosity and interest in 15 to 20 seconds so that the prospect will be willing give you more time. Basically you need to tune into their personal radio station WII-FM “What’s in it for me? Find their pain or the pleasure and you can keep going.

9. Now don’t ever get dumb and use all those stupid, resistance inducing phrases on your telesales call, like, “If I could show you a way to _____, you would, wouldn’t you?” The only thing you’re looking for is permission to continue the conversation.

10. Again don’t be dumb. When cold call prospecting, don’t start with things like, “I was just calling people in your area…” Like that really makes a person feel important. People want to feel like you’re the only one you’re calling (even if they know it’s not) and not just one of a bunch of people pulled off a list of names.

11. Use continuation words when opening cold prospecting calls: “depending on,” “might,” “maybe,” “perhaps,” and “possibly.” Of the great Canadian work that comes at the end of every phase “Ay”. These are non-threatening words that might bring you something of value, if you ask the right question first. For example, “Depending on what you’re now doing in lead generation, I might have something that could reduce your overall costs and bring in more sales. I’d like to ask you a few questions to see if this is something you’d like more information on.”

12. Have something of value to say on every call. Particularly if you make calls to current clients. Avoid saying “I’m just checking in with you to see if you needed anything,” and, “Just calling to touch base.” These are lame. If after your call they are not able to say they are better off after your call than they were before it, you shouldn’t have made the call. Call with news they’ll have an interest in. Call about ideas you’ve heard from other customers they might be able to take advantage of. One of my printing salesmen called to say he “just came back from a trade show and saw something interesting, and thought I could benefit from it. They know that in actually every time you call you’re looking for an order. So give back something of equal value.

Larson Notes & Satire:  If I can say anything here it is don’t be a time waister. Each call needs to have value. Telemarketing is not the phone call it is the message of increased value to them. Remember WII-FM, What’s In It For Me

Our Next Blog: INTEREST-CREATING OPENING STATEMENTS


Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-1294
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://www.facebook.com/LarsonAndAssociatesFans
http://www.linkedin.com/in/larsonassociates

https://twitter.com/LarsonAssociate

P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

Telemarketing: BEFORE REACHING THE DECISION MAKER

4. When you call in remember to treat the screener, gate keeper, receptionist as you would the customer. This person determines whether or not you’ll even have a chance to speak with the person you want to talk to.

5. As you talk you need to be gathering as much information as you can from whomever you are able, talking to anyone and everyone as you make your way through the phone web prior to speaking with your target prospect. The prospect does not want to be bored out of their minds when they have to answer your basic qualifying questions.

6. Before you pick up the phone if you did not do this in the last section, think of a good reason for needing to speak with the decision maker, and be prepared to sell this to the gate keeper. All they are going to care about is:
“Does this person have anything of interest or of value for my boss or are they just a waste of time?”

7. If leaving a message on voice mail, or with the gate keeper, be certain it offers a hint of the benefit or result you can bring to the table that sparks curiosity, but doesn’t get into the specifics about your product of service which could cause them to prejudge your offering

Larson Notes & Satire:  Every part of the process needs to be thought out like a choreography plans out a dance. Each movement, each step needs to be thought out. Telemarketing is not just picking up the phone it is a true art form when done right.

Our Next Blog: INTEREST-CREATING OPENING STATEMENTS


Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-1294
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://www.facebook.com/LarsonAndAssociatesFans
http://www.linkedin.com/in/larsonassociates

https://twitter.com/LarsonAssociate

P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

Tuesday, July 1, 2014

Telemarketing: PRE-CALL PLANNING

Telemarketing, telesales, teleprospecting, inside sales, cold calling whatever you want to call it the professional use of the phone in sales is a process, not a goofy technique or gimmick. I started pounding the phones back in the 80’s and quite successfully I might say. So well that in 1999 I made my entire company become a telemarketing company for small businesses that needed lead generation help.

So not over the next few days I am going to take you through every part of teleprospecting, telemarketing and cold call, in order, giving tips that that have worked for me so you can help yourself right now. If you choose to go down the telemarketing path of sales.




PRE-CALL PLANNING

1. What is the primary objective for this and every telemarketing call made. “What do I want them to DO as a result of this call, and what do I want to do?” Appointment, invitation to an event? Order or sale? And then, this being telemarketing have a plan B for success which I always say is “to become a person they remember as a nice guy.” I will call again so I want them to remember good things about the experience on the phone with me.

2. Prepare questions for your telesales call using your call objective(s). Ask yourself, “How can I explain to them why it is their best interest to take this action as a result of asking questions, as opposed to talking them to death?” Remember, people believe more of their ideas than yours and they will either purchase for the pleasure of gain or fear of pain

3. As for Plan B (see above) you need a secondary objective for each telephone sales call you make. You need something you’ll accomplish, at a very minimum, every time. Make it easy like picking something you’ll have a very good chance to succeed, like, “Getting them to say yes to accepting my literature and becoming their ‘Backup Vendor’ This way, you can enjoy success on every call you place, and if you do any kind of cold call volume it is so important to have a good feeling.



Larson Notes & Satire:  Telemarketing or telepropecting is not just picking up the phone and making calls. Like any sales call you need to plan it and know where you want to go and achieve.

Our Next Blog: BEFORE REACHING THE DECISION MAKER


Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-1294


P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.

Saturday, June 7, 2014

Telemarketing: The Good Bad and the Ugly

Yes I admit it I’m a telemarketer. But I hope I’m one of the good guys,  I don’t sell windows, siding, doors and lawn services. My company does not think bothering people at dinner is a good thing. We might bother you at lunch, but then why are you eating lunch at your desk anyway. Get out enjoy the sunshine. Besides for years sales people using the phone to establish connections and make appointments has been a legitimate way to do business.

But there is the dark side so as a “Telemarketer” my industry has to deal with the pros and cons. We have proven quite effective for years, and marketing managers have reported feeling more valued through telemarketing compared to other less personal options of direct mail, mobile marketing and oh yes email marketing. Did you know the Spam museum up in Austin. Minnesota  is free of charge, but I regress. Now some say in this wonderful digital era with all this twits, the 3 F’s of Friends Family and Followers and shares and likes and all that stuff it, Telemarketing, seems passé, out of date and all too time intensive.

Yet I have found more often than not from business leaders, that the pros of telemarketing outweigh the cons.

If you’re like most businesses you have a handful of smaller accounts with one large account that is over 33% of your business. Life is good if nothing changes but if you lose your big account you have a major problem on your hands and it is very likely that one key account loss will put you out of business. So you want to grow, but how? Social Media Marketing push, online ads, pay for clicks, email marketing, direct mail all with not so good results. You know exactly what kind of companies would benefit from your service, and he wants to target local business only. For this kind of situation, your best lead generation option is telemarketing. You might want to use an email or direct mail in combination with telemarketing but I’ll save that for another blog post.

It is a fact that telemarketing is the only marketing action that goes out and grabs the prospect. All others you are hoping and praying that they, the prospect, will pick up the phone and call. Ya right in your dreams.

Reality is, and if anyone telling you different they are lying through their teeth, on the average, it will take 75 to 90 calls to get an opportunity of some kind and unless you’re a real mud slinger, a good B2B Telemarketer is only going to be able to give you 10 to 15 calls an hour. You or your trained sales staff have that kind of time?

So you have 2 options. 

The first: hire your own dedicated on staff telemarketer.
You can try to train them, get a list, create a script, give them a phone, a desk, (coffee, plenty of coffee) have payroll, and all the taxes that go with that and then hope and pray that once they get trained and working good they don’t up and leave, get burnt out, get hired away or any other number of telemarketer agent problems. Think about what this is going to cost you.

If you are not ready to hear: "What is my script?”  “How do I handle the call?” “What data should I use?” “Do I send follow up emails?" “Do we have a PDF ready to roll?” “Do we have a mailer stuffed and ready to just address?” Wow. This is the technical side of running a telemarketing lead generation operation for one agent or a hundred.

Second option: You can hire a telemarketing services company like mine Larson and Associates 847-991-1294 www.larsonassociates.ws .
As a telemarketing service we take care of prospecting potential clients, making cold calls, setting appointments and everything else in between.

If you use Larson & Associates, we do the hiring of a dedicated telemarketer for you. One person who is the ONLY person who will be calling for you (as well as one back up person, just in case. Things do happen) Then we get everything ready from the script, the lists or lists (which you might provide or have us down load one from 1 of the 3 list companies we use) to an email or direct mail program to a email follow-up to pre-set mailers ready to go.  What you can’t or don’t want to do and have ready and in place we do so when you go live with your program it is as successful as possible.

Larson Notes & Satire:  If you choose to use us all you need to do is make a pre-payment for the first two weeks of your program to reserve your dedicated agent and set up a start date.

The hard work of getting new clients will not stop there. Getting good sales results is a hard, process. But you can now have an experienced agent in place and an experienced company watching out for your best interests and to help you on your way to new client heaven. After all, 75% of B2B sales involve some form of human interaction and intervention, be a phone call or a meeting, telemarketing for lead generation is only the first 30% of that.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-1294
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://www.facebook.com/LarsonAndAssociatesFans
http://www.linkedin.com/in/larsonassociates

https://twitter.com/LarsonAssociate

P.S. We make telesales for small business affordable by offering programs down to only 10 hours a week. Maybe you should add telesales into your marketing mix call today and find out.

Monday, April 14, 2014

How To Implement the Pareto principle

The 80/20 Principle or the Pareto principle states that 80% of all are results are generated by 20% of our efforts or actions.

In other words, when it comes to getting the results you want, only a very few things you do really matter. All the rest ... well, they're just a waste of your time.

Business philosophers love to talk about the 80/20 Principle because it applies so to almost any corporate, business or life situation. You've probably heard it said that 80% of profit comes from 20% of customers, or that 20% of a company's staff generates 80% of its productivity. Look at your own company and see how true that is.

Yet the 80/20 Principle is much, much bigger than that. It's a universal, natural fact, proven over and over again in scientific research. And it's visible in nearly every imaginable circumstance. For instance, in the wider world, roughly:
·         20% of thieves account for 80% of the value of all crime
·         20% of drivers cause 80% of all car accidents
·         20% of any community's population utilizes 80% of its resources

And if you look at your own personal life, you'll find that about:
·         20% of the time you spend at work accounts for 80% of what you achieve
·         20% of your clothes are worn 80% of the time
·         20% of your home's carpeting receives 80% of the wear

These little statistics demonstrate the truth of the 80/20 Principle - and the fact that, like it or not, it has an over baring impact on your life.

Now for the power in the Pareto principle. The real power of the 80/20 Principle — the secret to using it as a tool for massive life transformation - lies in finding, focusing on, and exploiting the most important 20% of your resources in every situation in your life.
I'm not talking about cheating or cutting corners. I'm talking about learning to identify the things that matter most to you and add the most value to your life ... shifting the majority of your energy and attention to those things ... and disregarding everything else.

In theory, applying the power of the 80/20 Principle is really quite simple. In practice, it's much easier said than done. 

Pareto's Principle, the 80/20 Rule, should serve as a daily reminder to focus 80 percent of your time and energy on the 20 percent of you work that is really important. Don't just "work smart", work smart on the right things.

Larson Notes & Satire:  Like a lot of things it is hard to figure out what is the 20% that you should be focusing on. Break it down into smaller parts start with finding your least effect 20% and cut those out of your daily, weekly or monthly activities and see what the effect is. Then find the next 20% and so on. In a few short months you will have shaved off a significant amount of wasted time talent and energy.

Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-1294
howard@larsonassociates.ws
http://www.larsonassociates.ws
http://larsonassociates.blogspot.com
http://www.facebook.com/LarsonAndAssociatesFans
http://www.linkedin.com/in/larsonassociates

https://twitter.com/LarsonAssociate

P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.