營銷和銷售之 電話推銷　Telemarketing

營銷和銷售之 電話推銷　Telemarketing

對于電話推銷者來說，被顧客立即掛斷電話或者婉言謝絕是家常便飯。但總有些推銷員的電話能神出鬼沒地鉆進顧客心里，讓他們對產(chǎn)品產(chǎn)生好奇心并且購買。只要學會了解顧客心理，掌握一定的談話技巧，電話推銷可能沒有看上去的那么難。

制定目標

給自己制定每天的目標（set daily goals）。提前決定要打多少個電話，并堅持到底（stick to that number）。

⊙Hello, may I please speak to Mr.Jones?

你好，我可以和Jones先生通話嗎？

⊙Today I'm calling to inform you about……今天我打電話是要告訴你有關……

⊙This is a limited time offer.

該供應有一定時間限制。

⊙I wonder if you've ever heard of our product.我想知道你是否聽說過我們的產(chǎn)品。

⊙Mr.Jones, you're one of the fifty lucky recipients of a free trial of a brand new product.

Jones先生，你有幸成為免費試用我們新一款產(chǎn)品的50個幸運者之一。

⊙I'd like to take a moment to introduce to you……

我想用一點時間來向你介紹……

⊙Only ten more calls to go！

就剩10個電話要打了！

練習

打電話前先打好草稿（script），認真練習并背誦下來，做到自然流暢地脫口而出。事后可以將電話錄音反復回放，從錯誤中學習進步（learning from your mistakes）。

⊙Do you find it difficult to find the time to plan healthy meals for you and your family?With heavy work demands, you may have trouble takingtime out of your schedule to do your shopping. I'd like to introduce a new neighborhood service that is designed to help busy professionals, like yourself, by delivering fresh fruits and vegetables right to your door.

你是否覺得難以抽出時間來為你和家人安排健康的飲食呢？因為繁重的工作，你可能無法從百忙中抽出時間購物。我想給你介紹一種專門為你這類繁忙的職場人士設計的新的近鄰服務，可以將新鮮的水果和蔬菜直接送到你府上。

⊙We are offering a free limited time trial offer.At no cost to you, we will ship our scientifically developed carpet cleaning solution to your door for you to try out for yourself. If you aren't 100%satisfied, you're free to return the product with no strings attached.

我們目前正在搞一個限時免費試用。您無須花一分錢，我們就可以把高科技的地毯清洗液送上門，供你親自試用。如果您不是百分之百地滿意，可以無條件退貨。

態(tài)度

把每一個電話作為一次機會（an opportunity），而不是簡單意義上的推銷。向受訪人強調你的產(chǎn)品將改善他們的生活或環(huán)境（improve their life or circumstance）。讓他們知道你就是想幫助他們并和他們分享（share）一個重要機遇。

⊙There's no better time than the present to improve the quality of your life.

實在沒有比這次更好的機會來提高你的生活質量了。

⊙I have a special introductory offer for you this morning.我今天早上有個特別推薦品給你。

⊙This service can really change your life.You'll find that not only you have more free time to spend with your family, but you'll also be eating healthier meals.

這種服務真的可以改變你的生活。你會發(fā)現(xiàn)你不僅有更多的時間來陪家人，并且可以吃到更健康的食物。

⊙This is truly an amazing product.And it's unavailable in stores.這真的是一種神奇的產(chǎn)品，而且在商店買不到。

⊙I know you'll be so satisfied with our product that you'll want to order more for your friends and family.

我知道你會對我們的產(chǎn)品非常滿意的，你一定會為你的家人和朋友訂購更多這些產(chǎn)品。

充分利用每個電話

即便接電話的不是你要找的人，也可以向電話那端的人介紹產(chǎn)品；即便是接電話的人根本沒有興趣，也不妨問問他的朋友或家人會不會有興趣；即便是電話那端已經(jīng)同意買你的產(chǎn)品，也要趁機問問是否還有別的客戶他可以推薦?？傊?，機會是問出來的。

A：Hello, is Mr. Levi Jones available?

B：I'm sorry he's not at home right now……

A：Well, that's alright. My name is Kim Jensen.I'm calling from Charlon Chemical Supply. I'd like to take a moment to introduce you to an amazing new product……

A：你好，Levi Jones先生有空嗎？

B：不好意思，他現(xiàn)在不在家……

A：哦，沒關系。我叫Kim Jensen，我這里是Charlon化工公司。我想利用一點時間向你介紹一種神奇的新產(chǎn)品。

A：Thank you for your interest in subscribing to our services. Do you have any friends or family members who might also be interested in learning more?

B：Well, this is something that my brother might be interested in……

A：感謝你預訂我們的服務。你是否有什么朋友或家人可能也有興趣了解呢？

B：我想我哥哥可能對這個有興趣……

A：I'm sorry, I'm not very interested. Our home doesn't have carpeting.

B：I understand. Well, this product is honestly too good to let slip away.Do you have any friends or family that you would like to recommend to receive our special offer?

A：不好意思，我不是很有興趣，我們家沒有地毯。

B：我明白。可這種產(chǎn)品太棒了簡直不容錯過。你可不可以推薦哪位朋友和家人接受這份特惠品呢？

總結

電話推銷的關鍵是把產(chǎn)品和顧客的切身利益相聯(lián)系，讓他們不忍心拒絕，就算他們自己不需要，也可能會推薦給朋友或家人。

Words　單詞表

alright滿意的，可以的

amazing令人驚奇的

available合適的，方便的

carpeting地毯

demand要求

healthy健康的

honestly誠實地，正確地

improve提高，改善

neighborhood鄰居

professional職業(yè)人士

recommend推薦，介紹

solution解決方案，方法

Phrases　短語表

100%satisfied 100%滿意

at no cost to you無須你任何花費

find the time找出時間

hear of sth聽說某事

introductory offer宣傳品，推薦品

let slip away溜走（錯過機會）

limited time限時，一定時間內

locally owned business地方企業(yè)

with no strings attached不附帶任何條件

quality of life生活質量

scientifically developed高科技的

service package服務包，成套服務

ship to your door送貨上門

special offer特價，特賣

subscribe to（a service）訂購，預訂

take a moment花些時間

take time out of your schedule抽空

trial offer試用

unavailable in stores商店里沒有的

實景對話1

A：Hello, may I please speak to Dr. Miller?

B：This is Dr.Miller……

A：Hello！My name is Tony, today I'm calling to inform you about a service that can improve the quality of your life. Do you find it difficult to find the time to plan healthy meals for you and your family?With heavy work demands, you may have trouble taking time out of your schedule to do your shopping.I'd like to introduce a new neighborhood service that is designed to help busy professionals, like yourself, by delivering fresh fruits and vegetables right to your door.

B：Really?What kind of service is it?

A：Convenience Shopper is a locally owned business that will do your grocery shopping for you. You provide a grocery list and your timing requirements.We do the shopping and deliver the groceries to your door.We have monthly, weekly, and daily services.We also have special relationships with local farmers, so we can provide products at a much lower rate than your local supermarket.You can save money and time！

B：That sounds really great. How much does a service like that cost?

A：Depending on your requirements, we can offer several different service packages. Our weekly delivery service costs$19.95 per delivery.

B：Hmmm……I don't know……

A：This service can really change your life. You'll find that not only do you have more free time to spend with your family, but you'll also be eating healthier meals……

B：Well, I suppose I could try it for a couple weeks……

A：Thank you for your interest in subscribing to our services. Do you have any friends or family members who might also be interested in learning more?

B：Well, this is something that my brother might be interested in……

A：你好，請問Miller博士在嗎？

B：我就是Miller博士……

A：你好，我叫Tony，今天我打電話給你是要告訴你一種能夠改善你生活質量的服務。你是否覺得難以抽出時間來為你和家人安排健康的飲食呢？因為繁重的工作，你可能無法從百忙中抽出時間購物。我想給你介紹一種專門為像你這類繁忙的職場人士設計的新的近鄰服務，將新鮮的水果和蔬菜直接送到你府上。

B：真的嗎？什么樣的服務？

A：“便利購客”是一家地方企業(yè)，旨在幫助你購物。你提供購物清單和時間要求，我們來采購并送貨上門。我們有每月、每周和每日服務。我們和當?shù)剞r戶有特別聯(lián)系，所以價格比當?shù)爻械?。這項服務會讓你既省時又省錢。

B：聽上去還真不錯。這種服務的費用是多少？

A：這取決于你的要求，我們可以提供不同的成套服務。我們每周的送貨服務是每趟19.95美元。

B：嗯……我不知道……

A：這種服務真的可以改變你的生活。你會發(fā)現(xiàn)不僅有更多的時間來陪家人，并且可以吃到更健康的食物……

B：我想我可以試幾個星期……

A：感謝你預訂我們的服務。你是否有什么朋友或家人可能也有興趣呢？

B：我想我哥哥可能對這個感興趣……

實景對話2

A：Hello, is Mr. Levi Jones available?

B：I'm sorry he's not at home right now……

A：Well, that's alright. My name is Kim Jensen.I'm calling from Charlon Chemical Supply. I'd like to take a moment to introduce you to an amazing new product……I wonder if you've ever heard of Carpet Magic carpet cleaner?

B：Uh, no……I haven't heard of it.

A：This is truly an amazing product. We are offering a free limited time trial offer. At no cost to you, we will ship our scientifically developed carpet cleaning solution to your door for you to try out for yourself.

B：I'm sorry, I'm not very interested. Our home doesn't have carpeting.

A：I understand. Well, do you have any friends or family that you would like to recommend to receive our special offer?

B：Sorry, I don't think so.

A：Okay, well thank you for your time.

B：Bye……（hangs up）

A：你好，Levi Jones先生有空嗎？

B：不好意思，他現(xiàn)在不在家……

A：哦，沒關系。我叫Kim Jensen，我這里是Charlon化工公司。我想用一點時間向你介紹一種神奇的新產(chǎn)品。不知道你是否聽說過魔幻牌地毯清洗液？

B：嗯，沒有……我沒有聽說過。

A：這個產(chǎn)品真的是令人驚奇。我們目前正在搞一個限時免費試用，你無須花一分錢，我們就可以把高科技的地毯清洗液送上門，讓你自己試用。

B：對不起，我沒有興趣。我們家沒有地毯。

A：我明白。你可不可以推薦哪位朋友和家人接受這份特惠品呢？

B：對不起，我想沒有。

A：那好，感謝你花時間接聽電話。

B：再見……（掛斷電話）