••The integrated and systematic application of tele The integrated and systematic application of tele-- communications and information processing the communications and information processing the technologies and management systems.
technologies and management systems.
••
• ( )
•
• penetration reach
• penetration reach
• personal ( )
• Sales prospects
• (Bell phone)
• mass
• Sales(5-6 / ) vs tele-marketing(25-30 / )
• ( )
• DM prospects
• DM prospects
(1-800- 1-900- )
•
• DM
•
• Ford 1-800-
• 1-800-
• 50%-50% DM
• 50%-50% inbound outbound
Tele
Tele--marketing marketing (I) (I) Inbound(
Inbound( ))
1-800 1-900
print DM
print DM
reservations
Tele
Tele--marketing marketing (II) (II) Outbound(
Outbound( ))
• ( )
• (re-order, ,
, close sales) , close sales)
• Sales support
•
• +
• +
•
•
•
•
(100-200 )•
(100-200 )•
• ( )
•
• ( )
Scope of tele
Scope of tele--marketing marketing
• Order taking( )
• Seasonal selling( )
• Renewals( )
• Customer service( )
• Sales lead generation
• Sales lead generation
• Consultative selling
• Marginal account management
• Full account management
• Prompt of market test
Lead generation Lead generation
•
•
•
••
(I) (I)
• 20% -30% response% (1-800-)
•
order size order size
• 24Hr 365
•
• ( ( )
)
• (hi-tech
)
• (hi-tech
)
•
•
•
• Improper management
Own
Own hire hire
Own( )
(hi-tech)
( )
access
Hire Hire
/
• full-time stuff
• ( )
• sales support system
• sales support system
•
Hire Hire
( ) capacity
( )
1. Pre-call planning
2. Approach/positioning 3. Qualifying prospect 4. Data gathering
4. Data gathering
5. Solution generation 6. Solution presentation 7. Close sale
8. Wrap-up
1
2 2
3
4
Pre
Pre--call planning call planning
call
Approach/positioning Approach/positioning
•
•
• ( 2-3 )
• ( 2-3 )
•
•
Qualifying prospect Qualifying prospect
•
• prospect
• lead generation
Data gathering Data gathering
( )
Solution generation Solution generation
( ) solution
Solution presentation Solution presentation
(benefits)
(benefits)
Close sales Close sales
• Time to close
•
• (handling objectives)
•
1. direct close 1. direct close
2. assumptive close( )
3. most-likely-alternative close( )
4. “standing room only” close( )
5. extra-inducement close( )
6. summative close( sale)
Wrap
Wrap--up up
1. ( )
2.
3.
4.
5.
Tele
Tele--marketing person marketing person
Candidates
• ( )
•
•
•
•
• B-2-C B-2-B
30 ( coding)
•
( )
• Almquist, E. & Wyner, G.(2001). Boost your marketing ROI with experimental design, HBR, (Oct.) pp. 135-141.
( ) ( offer) response rate
( ) ( offer) response rate
•
• Break-even response rate
• ( )
• coding,
•
• Q & A
• The end
• The end
• B-2-C B-2-B
30 ( coding)
•
( )
• Almquist, E. & Wyner, G.(2001). Boost your marketing ROI with experimental design, HBR, (Oct.) pp. 135-141.
( ) ( offer) response rate
( ) ( offer) response rate
•
• Break-even response rate
• ( )
• 11/11 coding,
•
