TM TRAINING.

TM TRAINING

Contents What is Telemarketing? Mission and objectives Verbal and non-verbal communication Required knowledge/competencies Inbound calls Outbound calls Outside Sales Practice

The goal of Telemarketing is to transform a call into a deal.
What is Telemarketing? The definition of Telemarketing is “any sale or service conducted over the phone”. The goal of Telemarketing is to transform a call into a deal. The art of Telemarketing is when two informed personalities discuss a subject of mutual interest.

Telemarketing is one of the most important sales channels for Office1.
What is Telemarketing? Telemarketing is one of the most important sales channels for Office1. The TM function can provide up to 70% of company revenue. The personalized approach that our Telemarketing provides makes us stand out among other OP suppliers.

How do we influence the listener over the phone?
What is Telemarketing? How do we influence the listener over the phone? Words and Voice Smile  Friendly Attitude

Mission and objectives
Find the best solution for our clients and make them feel they made their own decision. Value their time and opinion. Build a strong long-term relationship through exceptional service and trust.

Objectives: To realize sales that bring profit to the company.
Mission and objectives Objectives: To realize sales that bring profit to the company. To raise order value through various selling techniques. To grow customer base and retain existing clients.

Convenience Quick Response Problem-free
Mission and objectives What does the client expect? Convenience Minimum efforts and Timely results Quick Response Answer by the third ring Problem-free Provide problem-free solutions

Rules of the Telemarketer
Mission and objectives Rules of the Telemarketer Always talk in a friendly manner Smile throughout the duration of the call  Speak clear and comprehensible language Listen to your client Call the client by their name to provide personalized approach Always thank the client at the end of the call Never forget: The Client is our employer!

The client “hears” your body language even through the phone!
3. Types of Communication Communication is: 7% - Words 38% - Pitch, volume, intonation 55% - Body language – posture, facial expressions, gestures The client “hears” your body language even through the phone!

3. Types of Communication
Your Words Carefully select your vocabulary, the client does not have the luxury to look at you Adapt to the client’s style – people like communicating with alike counterparts Don’t use slang or too complicated terminology Use words that “sell” – promotion, you save, free, easy, etc. Confirm that the listener has rightly understood your point Spell out names and specific terms to avoid confusion

Your Voice Speak clearly Express positive emotions
3. Types of Communication Your Voice Speak clearly Express positive emotions Smile  ! It greatly effects your influence Sit up straight and be focused Stand up if you have to be more convincing If you don’t hear the other speaker clearly, tell him Stress on the words that “sell”

Your Voice I personally, don’t think it’s a good offer.
3. Types of Communication Your Voice I personally, don’t think it’s a good offer. Shows that you could not interest THIS particular client. At this point, we are not interested by the offer. Shows that this is not the right moment to sell, wait a little and contact the client again. At this point, we are not interested by this offer. Shows that the client is not willing to work with your company. Try to understand the reason!

Your Body Language It can be “heard” over the phone
3. Types of Communication Your Body Language It can be “heard” over the phone Makes your presentation lively and interactive Smile  Learn to understand the body language of your client – pauses, precipitance, voice pitch shows client attitude and gives you hints where to go next

4. Required Knowledge Market Knowledge Study your competition and find out their strengths and weaknesses Does anyone else offers TM in the office products field? Outline OFFICE 1 advantages and disadvantages What is the office products market in your country?

Types of Clients? Why do we contact each type?
4. Required Knowledge Types of Clients? Why do we contact each type? Existing – they buy regularly Call to promote new product categories that complement their purchase Example: they buy toners but do not buy copy paper from us Call to present new product, new promotion, new catalog, etc. Call to survey satisfaction levels and improve service Send greeting letters when: There is new contact person Contact person celebrates birthday, wedding or promotion Company receives an excellence award, opens new office, etc.

Types of Clients? Why do we contact each type? (continued)
4. Required Knowledge Types of Clients? Why do we contact each type? (continued) New – never before bought from us - Send “Thank You” after the first order has been placed. Call to personally thank the client, survey satisfaction levels. Check if order process and delivery are successful and customer is completely satisfied. Discuss future cooperation and expanding the category range they buy from us. Call to arrange a meeting Returning – treat them the same way as new clients Review sales history Discuss reasons for their return

4. Required Knowledge Types of Clients? Why do we contact each type? (continued) Clients we lost – did not place an order for more than 180 days - Send a letter showing our interest in doing business with them Send current brochure and flyers Call to find out why they left us Check such companies on a monthly basis Customers we may loose –did not place an order for days Call to find out why they haven’t placed an order Find solution and act to keep them with us Arrange a meeting Check such companies on a weekly basis

4. Required Knowledge Types of Clients? Why do we contact each type? (continued) Potential clients Call to present OFFICE 1 Call to provoke interest Call to win them as a Client!!

How to build the database?
4. Required Knowledge Database How to build the database? Company name, address, telephone, fax, Contact person Decision maker/ process Client needs, equipment, consumables Most frequent purchases Current supplier Frequency and volume of orders History of contacts

4. Required Knowledge Product Knowledge Study categories and assortment. Visit store in case product identification is required. Participate in product trainings organized by vendors. Try to see our product through the client’s eyes. They want to know how will that product help them, not how good we think it is. Differentiate between a product’s characteristics and advantages Study brochure and flyers in detail! This helps you come up with quick and efficient solutions!

5. Inbound Calls Inbound calls are generated by the OFFICE 1 marketing materials, advertisements and outbound calls The objective is to increase sales per account and profitability by increasing order size through suggestive and add-on selling techniques. Why do customers call? To seek information To request an offer To place an order To complain

Calls to seek information
5. Inbound Calls Calls to seek information Identify the client Check if the client is already in the database, if not – create a customer file Check previous activity Make the client feel important and appreciated Check last order satisfaction Ask if they received the brochure

5. Inbound Calls Calls to seek information Identify Specific Needs Offer information and solutions relevant to their requirements Emphasize on our products’ strengths and advantages If we do not have the product, we offer a substitute or create a special offer In case we need additional time, we ask permission for a follow-up call. Set a specific time and make sure you are 100% punctual In case of office machines, always offer consumables. Periodically contact the client based on expected consumption

5. Inbound Calls Calls to seek information 3. Convert to Sale Inform the client about current promotions, new products or services Inform the client of our gift program Plan follow-up call or meeting with OSR In case an order is not placed, we ask when a decision will be taken and what will affect it

5. Inbound Calls Calls to seek information 3. Convert to Sale (continued) Push the sale with the following questions: If you order now your order will be delivered by…hrs. How much/many would you like? Where would you like the order delivered? What makes you hesitate? “Thank you for calling OFFICE 1” should end each call!

Calls to place an order Identify the client 2. Take the order
5. Inbound Calls Calls to place an order Identify the client Company Name Verify Contact information Person placing the order 2. Take the order Taking an order should be quick and efficient In-depth knowledge of the assortment and the brochure Clarify the client’s requirements for color, size and format Discuss the client’s needs and offer best solutions Offer higher-margin brands and point out their advantages

Calls to place an order (continued)
5. Inbound Calls Calls to place an order (continued) Do you have BIC markers? Yes we have BIC. Would you like permanent or white-board marker? I want a white-board marker. Chiseled or bullet tip? Bullet I have a very attractive offer for you. I can offer you an Office1 marker only for $... You save 15% on your costs. What color do you need?

5. Inbound Calls Calls to place an order (continued) 3. Raise average order value Always offer complementary products to reveal client’s hidden needs Printers – toners, copy paper, USB cables Filing – sheet protectors, indexes, dividers, archive boxes White boards – markers, pointers, erasers, cleaning Laptop – bag, mouse, stand, etc. Reference current promotions Promote new products

5. Inbound Calls Calls to place an order (continued) 3. Raise average order value (continued) Expand the product portfolio of each client by offering items or categories they have not purchased from Office1 Pantry – cleaning, beverages, snacks, coffee, etc. Business Services If they buy toner cartridges, make sure they buy copy paper Promote the benefit of reaching higher incentive levels If you reach $...you will get your order delivered today/tomorrow FREE of charge Once your order reaches $...you will get our Gift

5. Inbound Calls Calls to place an order (continued) 4. When an item is missing: Offer a substitute Offer delivery on a later date Check if this is a repetitive purchase and offer the client regular delivery of that specific product Understand that office products are commodity items and should not be brand sensitive – offer alternative brands!

5. Inbound Calls Calls to place an order (continued) 5. Close the call - Average order time should not exceed 15 min Define Payment terms Delivery terms Date and time of delivery Delivery address Who will receive the order If it’s a first order, always plan a follow up call Arrange a meeting to negotiate long-term cooperation “Thank you for placing an order with OFFICE 1” should end each call!

Calls to request a quote
5. Inbound Calls Calls to request a quote Clients seek quotes for specific products/services, most often to compare us with competition Identify the client and verify database Identify requested products or services Do we carry the item or not? If not, can we offer a substitute or use alternative sources

Calls to request a quote (continued)
5. Inbound Calls Calls to request a quote (continued) Clients seek quotes for specific products/services, most often to compare us with competition Ask the following questions to identify client’s specific needs: How would you like to pay? When do you want the goods delivered? And where? Do you have any additional inquiries? Who should we address the offer to? How would you like to receive the quote, by or fax?

What makes a good quote? Suggests obligation and commitment
5. Inbound Calls What makes a good quote? Suggests obligation and commitment Price? Yes, but not only! Personalization – make the client feel the offer was especially created for them. Only Now! – expiration date gives the impression that the quote will not last and encourages the client to take advantage of the special prices now

What makes a good quote? (continued)
5. Inbound Calls What makes a good quote? (continued) Simple – easy to read, without small print! Incentives – include gifts or additional promotional products Trustworthy Indicate real saving and value Use testimonials Always include your name and contact information!

Complaints are OPPORTUNITIES!
5. Inbound Calls Calls for complaints Complaints are OPPORTUNITIES! To understand and correct our weaknesses. Successfully handled complaint, further improves customer loyalty.

Calls for complaints (continued)
5. Inbound Calls Calls for complaints (continued) Value and respect complaining clients – they allow us to retain them. An angry client will share his experience with 10 other people A satisfied customer will share with ONE!

Calls for complaints (continued)
5. Inbound Calls Calls for complaints (continued) 96% of clients never complain. 90% of them will never buy from us again! Even if the complaint is handled well, 40% will still not buy again. But if you respond quick and efficient, 90% will stay with us and build even stronger relation!

Not only we lose a client, but our competitors win one!
5. Inbound Calls Not only we lose a client, but our competitors win one!

Reasons to complain To receive better service
5. Inbound Calls Reasons to complain To receive better service To receive an explanation To receive an apology To receive compensation To express anger and disappointment

How to handle a complaint
5. Inbound Calls How to handle a complaint Be positive and helpful, even when facing anger and rudeness Respect the client and their complaint Listen carefully to what they say Do not excuse yourself. Focus on solving the problem Never argue Take the time to research the problem and offer solutions Closely follow up until the problem is completely solved

6. Outbound Calls Outbound Telemarketing establishes OFFICE 1 image and creates brand awareness.

6. Outbound Calls The Objectives are: Build customer database and actively add new accounts Lead proactive selling campaigns Maintain regular contact to build strong relationship with your accounts Follow up on orders Survey customer satisfaction Greetings for holidays and anniversaries Offer new products, services and promotions Arrange OSR meetings

Stages of an Outbound Call:
6. Outbound Calls Stages of an Outbound Call: Planning and Preparation Establishing contact Identify needs and requirements Introduce OFFICE 1 solution Close the call

Planning and Preparation Motivation and enthusiasm
6. Outbound Calls Planning and Preparation Motivation and enthusiasm Undertand that you will bring real value to your clients from your very first call Know the expected success rate -There is no 100% efficiency – proceed with the next client and come back to this one later The more outbound calls – the higher success rate!

Planning and Preparation (continued) Practical Preparation
6. Outbound Calls Planning and Preparation (continued) Practical Preparation When do we call Make calls in the morning Best time to call / 13:30-16:30 Group your calls - type of call or customer Who do I need to call? New or existing customer? Company name Name and position, if we know it Study the client file in detail (existing customers) List your objectives and goals Sale Gather information Present the company After sale follow-up

Planning and Preparation (continued) Practical Preparation
6. Outbound Calls Planning and Preparation (continued) Practical Preparation Prepare bullet points of topics you will discuss Introduce OFFICE 1 – products, services, strengths, etc. Current promotion How did the last order go? – delivery on time, product quality, etc. Questions – office machines, monthly consumption, etc. Helps you structure the call and builds your confidence! Pen and paper always available What is my opening phrase? Remember: The first 5 words are more important than the next 1,000 There is no second chance to make first impression

Introduce yourself and the company
6. Outbound Calls 2. Establishing Contact Introduce yourself and the company Good morning, my name is…I am calling from Office 1. Find contact person By name, if you know it In case you don’t know the name, ask who is responsible for office supplies State the purpose of the call and ask if this is a convenient time to talk If the contact person is not available Find when we can reach “her” Set a convenient time to call back Avoid leaving messages – you give up your right to call again!

2. Establishing Contact (continued) How to get by rejection?
6. Outbound Calls 2. Establishing Contact (continued) How to get by rejection? - Good morning, my name is Sylvia Scott. I am calling from Office 1, we are leading supplier of office products. May I speak to Ms. Jeniffer Williams? Speaking. Hi Jeniffer. Would it be convenient for you to discuss our offer? No! I am really busy right now! I appreciate your time. Can I suggest a phone call later today or tomorrow? Tomorrow would be fine. Would you prefer to call you at 11 or 3 o’clock? /provide only two alternatives/

3. Identify Needs and Requirements
6. Outbound Calls 3. Identify Needs and Requirements Provide a brief description of OFFICE 1 We are a leading international office products supplier. We offer full range of products from stationary and business services to electronics and furniture at best prices. Ask questions and let the client talk How do you buy office supplies? What are the products you purchase regularly? Are you satisfied with your current supplier? What factors would make you switch to a new supplier? Make your clients talk! The more information collect the more convincing you will be at the next stage!

4. Introduce OFFICE 1 solution
6. Outbound Calls 4. Introduce OFFICE 1 solution Quick recap of the discussion. Confirm client’s needs. I understand quick delivery is crucial for you, isn’t it? Attract attention by pointing out a specific advantage of the solution we can give. Stress on client’s critical need, mentioned previously in the conversation. - We value your time and we can offer same-day delivery at no additional cost! Back up your statement with specific product characteristics, certificates, refer to brochure and website Keep the client in the dialogue - Does this meet your requirements?

5. Explore the client’s perception
6. Outbound Calls 5. Explore the client’s perception Ask questions to provoke the client to share his true thoughts about our offer Is there anything that bothers you? Would you like to discuss anything in more detail? What stops you to proceed with an order? Respect the clients opinion I understand your point. I believe you have the right to think so. I am glad you mention this…. Analyze carefully what they say, to get to the heart of the matter Don’t be pushy. The client must feel they make their own decisions!

“Thank you for your time and interest
6. Outbound Calls 6. Close the call Always plan next actions Send a quote Send brochure, flyer Arrange meeting with OSR Plan follow-up call (exact date and time) “Thank you for your time and interest in OFFICE 1!” 

Preparation for a meeting Meeting stages
7. Outside sales Objectives Rules of the OSR Preparation for a meeting Meeting stages

7. Outside sales The primary goal of a salesman is to turn prospective customers into actual ones. To do that a good salesman generates and closes leads, educates prospects and appropriately fills client needs.

Make product & services presentations Prepare quotes Prepare contracts
7. Outside sales Salesman objectives Meet existing clients Generate leads Make product & services presentations Prepare quotes Prepare contracts Create and update client files Report sales and activities Deliveries

Always keep professional attitude
7. Outside sales 2. Rules of the salesman Always keep professional attitude Be punctual and adapt to your customer’s work environment Never attend a meeting unprepared Clients are different and they all need personalized attention Be friendly and polite Stay honest and objective Client relationship is based on trust. Stay focused and listen . Know your product in detail Product detail goes beyond product description and characteristics. Understand the true value for the customer

2. Rules of the salesman (continued)
7. Outside sales 2. Rules of the salesman (continued) Always be aware of market conditions Understand OFFICE 1 strengths and advantages which can directly influence purchase decisions Stay up to date with competitors’ products, services and promotions Make the client feel important Makes them confident to be your business partners Regularly visit your clients Builds loyalty and long term relationship Fulfill your commitments and obligations Dress according to local business style Always stay neat and tidy

3. Preparation for a meeting Plan your meeting
7. Outside sales 3. Preparation for a meeting Plan your meeting Purpose – sale, introduction, delivery, etc. Duration - part of daily planning Location – map and traffic conditions How well do we know the client Who are you meeting with? Decision maker, boss, employee? Specific requirements Frequency and average volume of orders What was the last contact and when? Set your goals Finalize a sale Introduce OFFICE 1 and crate awareness Successfully handle a complaint Make OFFICE 1 their preferred office products supplier

3. Preparation for a meeting (continued) Before you leave:
7. Outside sales 3. Preparation for a meeting (continued) Before you leave: Briefcase Documents – quotes, invoices, contracts, etc. Pen and paper Calculator Business cards Current brochure, catalogue, flyer Gift items Tissues and breath mints

4. Meeting stages Introduction Plan 7. Outside sales
Introduce yourself Exchange business cards Note your client’s name and position “ I see you are the administrative director. I understand you are in charge of office supplies purchasing. Am I right?” Plan Outline meeting agenda “Thank you for this meeting. I suggest I briefly present our company and then I would ask you a few questions to understand more about…………” “ I appreciate your time and I would not take more than 15 minutes to discuss our offer…” If your client is pressured by time, better reschedule the meeting for a more convenient moment.

4. Meeting stages Define needs 7. Outside sales
Ask questions to reveal criteria when buying office products Price/Quality Innovation Image Service Delivery and payment terms Ask questions to understand consumption Product Categories Volume Frequency of purchases Budget Ask questions to reveal satisfaction with their current supplier Are they happy with current solution? Are they willing to switch suppliers?

4. Meeting stages Product presentation 7. Outside sales
Summarize client needs and expectations “So Ms. Williams, from the above I understand that you need………, don’t you?” Start presenting your offer, based on the discussion so far Emphasize a primary advantage of our solution “As you mentioned, getting the right product on time is crucial for you. Our product availability is guaranteed at all times. With our same-day delivery plan you will never run out of copy paper.” Back up your statements with technical characteristics, brochure references, quality certificates, etc. Do not “overload” the presentation with too many arguments and facts. This may confuse your client. Keep the client engaged and take the initiative to finalize a deal.

4. Meeting stages Finalize a sale 7. Outside sales
Push the client with engaging questions: “Excellent, shall we discuss contract conditions?” “When would you like to place the order, this afternoon or tomorrow morning?” If the client is ready to order, you can proceed with establishing order and delivery process, payment terms and special conditions. After-sales service attests our professional attitude. Engaging the customer is crucial for repeat business. Send a “Thank you” letter. “Ms. Williams, I will call you tomorrow so I can make sure everything is as you expected. If any questions occur we will be glad to answer you because we can provide you with information and solution.”

Best form of discount is free product or coupons for future orders.
7. Outside sales 4. Meeting stages Typical rejections High prices If the price is not competitive we emphasize on our level of service and quality of products. The customer may not realize that our price is truly the best on the market. Accurately compare brands, applications and products. Price is not the most important part of the deal. We sell professional service and solution. Discounts are your measure of last resort and may not necessarily strengthen client relationship. Best form of discount is free product or coupons for future orders.

Satisfied with current supplier
7. Outside sales 4. Meeting stages Typical rejections Satisfied with current supplier Acknowledge their decision. Ask additional questions to discover difficulties with current supplier. Price Delivery Payment terms Quality “Ms. Williams, I understand that you are currently satisfied with your solution. My goal is to inform you of other market alternatives and in case the need arises you can rely on OFFICE 1. We constantly strive to achieve better prices and improve product quality and I believe we can be valuable to you.”

Needs time to research more options
7. Outside sales 4. Meeting stages Typical rejections Needs time to research more options Acknowledge their decision and schedule another visit. “Ms. Williams, I understand you want to study other options. I would do the same if I were you. We are excited by the opportunity to work with you. Would you allow me to visit you again before you make your final decision?” Preferred brand or product is missing OFFICE 1 carries a full line of products. Remember that we are selling applications, not brands. Always leave the door open for further visit, regardless of the reason for rejection.

Write down a possible inbound call scenario
8. Practice Write down a possible inbound call scenario Write down a scenario for an outbound call Product training Questions

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