Easy Step by Step Guide to Telemarketing, Cold Calling and Appointment Making

About the author Introduction How to use this guide What this guide covers Chapter 1 What is telemarketing? Why has telemarketing grown? Where does telemarketing fit into your business? Direct response advertising Selling goods off the page Mail order Direct mailings The Internet and e-commerce Telemarketing In summary Chapter 2 How can telemarketing be used? Inbound calls Outbound calls What are the benefits of using the telephone as a marketing tool? What are the disadvantages of using the telephone as a marketing tool? In summary Chapter 3 Planning your telemarketing Identifying your target audience Planning when you need to make the calls Setting targets Organising a telemarketing unit Prospecting for business In summary Chapter 4 Setting the objectives Identifying queries likely to arise during a call Identify the benefits of what you are offering Understanding and responding to buying motivations Selling benefits not features Know the competition In summary Chapter 5 Getting through - some golden rules It's all in the voice What's in a name Other techniques for getting through In summary Chapter 6 The call Stage 1 - the verbal handshake Stage 2 - establishing and building rapport In summary Chapter 7 The call - taking control Listening actively Stage 3 - the call structure Stage 4 - signing off or closing In summary Chapter 8 Signing off or closing Buying signals Types of closes Solving the prospect's problems close Fear close Say what will happen after the call In summary Chapter 9 Handling objections In summary Chapter 10 Other professional telephone techniques Word and phrases to avoid Handling angry and difficult callers Checklist for handling difficult/angry calls In summary Chapter 11 The future for telemarketng