Phone Call Training.docx
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Phone Call Training.docx
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PhoneCallTraining
Training
Howtomakeaphonecallincustomerrelationship
Content
1-Communicationonthephone3
2–Commercialbehaviours4
3–Thestructureoftheconversationonphone5
4–Themostimportantrulesofspeech10
5–Chosetherightspeech11
6-Speech–Applicationexercices14
7-Howtorespondtoobjections15
1-Communicationbyphone
Drawbacksofcommunicationbyphone:
❑Distorting,doesnotleavetrace,tiring,blindandanonymous
Advantagesofcommunicationbyphone:
❑Quick,breaksthedistances,easytouse,interactive,convenient
Sens
Perceptionofthemessage
Media
Hearing
16%ofthemessage
Radio-Phone
Seeing
30%ofthemessage
Paneladvertising
Hearing+seeing
50%ofthemessage
TVSpot:
firstpassage
Hearing+seeing+touching
70%ofthemessage
Visitingpeoplewithoutdemonstration
Hearing+seeing+touching+smelling+tasting
90%ofthemessage
Visitwithphysicaldemonstration
Thisboardshowsthatwhenspeakingonthephone,only1wordfrom6ismemorized(theother5wordsareonlyinterpreted).Moreover,thereceiverofthemessagememorizesmoreeasilytheendthanthebeginningoftheconversation.
Whyisitso?
Itisimportanttonoticethatwhenwetalktopeople,weuseoursensesinapreciseorder:
1.thephysicalaspect58%
2.thevoice35%
3.thespeech7%
Sincewedon’thavevisualsupport,it’sobviousthatwehavelesspowerto« seduce »,convinceandattracttheattentionofourinterlocutoronthephonethanifwewereinafacetofacesituation.Alsowecan’tavoidthefactthatmanypartsofourspeechwillbelost(selectivememory).
Thephoneisa100%hearingtool,henceisthenecessitytoframeandstructureourspeechonthephone.
It’salsoessentialtocontrolourvoiceandtouseaprecisespeechtoavoidthedistancebetweenwhatwesayandwhatourinterlocutorremembers.
Inthatwayweneedtoreformulateourspeechifneeded,especiallyifourreceiverdidn’tunderstandourmessage.
2–Thecommercialbehaviors
Salesprocessisthedefinitionofeachtimewewanttoconvinceapeopleofourpointofview.Theseductionisanintegralpartofsale.
That’swhyweneedtohavetherightbehaviors-thatistosaythebehaviortohaveduringaconversationonthephone–whichwouldseduceclientsandconsequentlysellourproducts.
Accordingtoyou,whicharetheseductiveelementsandwhy?
1.Thevoiceneedstobeclearbecauseweuseittosayourspeechanditallowspeopletohearourmessage!
Weneedtoobeythefollowingrules:
∙Theflowofvoice:
quickorslow
∙Theheightofthevoice:
high-pitchedorlow-pitched
∙Thevolume:
highorlow
∙Therhythm:
monotone,jerky…
Thevoicemustbeclear,raised,calm,soforustogiveourauditorasenseofbalanceandconfidence.
2.Thesmilebecauseourinterlocutorwillhearit,anditalsogivessignofconfidence,calmandcommunication.Thesmilealsocreatesanambianceofconfidenceandfriendliness.
3.Thelisteningsoforustoshowtheinterlocutorthathis/heropinionistakenintoaccount.
Todothat,somerulesmustberespected:
∙Iletmyinterlocutorfinishhis/hersentences
∙Idonottransformtheinformationhe/shegivesme
∙Ireformulatebypossiblyaskingquestions
∙Idonotlet“blanks”intheconversation
∙Ianswercorrectlythecommunicationbysaying« yes,Iunderstand,ofcourse,sure »
4.Thedirectivitybecauseyoucantheleaderoftheconversation.
Howtodoit?
∙Avoidbeingauthoritarianandexpeditious
∙Talktoyourinterlocutorwithapositive,valuingandabovealllogicalspeech.
5.Thevaluationofmyinterlocutorbecauseitmakeshim/herfeelunique
Todoso,youneedto:
∙Personalizeyourspeech byrepeatinghis/hername2-3timesateachkeymomentsoftheinterview
∙Developyourargumentsbasedontheadvantagesyourinterlocutorcanpersonallygetfromyourproposal(=personalization)
3-Thestructureoftheconversationonphone
Sincethephonetoolisa100%hearingandsinceyourinterlocutorwillonlyremember16%ofyourspeech,itisimportanttostructureyourspeech.
Tosellonthephone,itisessentialtoseduce,maintainthefocusandconvinceyourinterlocutor.
Thereisaneasymethodtostructureyourspeech:
it’stheAIDAmethod.
AforATTRACT
IforINTEREST
DforDESIRE
AforAGREEMENT
FunnelModel
AforATTRACT
Howtoattracttheattentionofyourinterlocutor?
∙Iintroducemyself:
« Hello,PriscilliaUtia /DocksGufromY!
»
∙ImakesureIhavetherightinterlocutor:
« AreyouMr./Mrs.…?
»
∙Imakesurehe/she’savailable:
« Doyouhave5minutesforme?
»
∙Itellthepurposeofmyphonecall:
« Letmeexplainthepurposeofmycall.ThepurposeofmycallisthatsincetheMid-autumnfestivalarrivessoon,Ycanhelpyoutofindthebestgiftforyourmostimportantcustomers.»
Thisstepisimportantbecause:
-Youfirstreassureyourinterlocutor
-Youpersonalizetherelationshipandmakeitmorehuman
IforINTEREST
Tocatchtheinterestofyourinterlocutor,youfirstneedtocheckwhathe/shewants,whatinterestshim/her.Soyouneedtomakehim/hertalking,incitehim/hertotalk,askhim/herquestions.
Therearetwotypesofquestions:
openquestionswhichenableustogetdetailedanswers,andclosedquestionswhichallowustogetbriefanswers(yes,no,wine,champagne,etc.)
Byaskingquestionstoyourinterlocutor,youcreateadialoguewithyourinterlocutor.Thisenablesyoutoknowhis/herneedsandsotoadaptyourspeechaccordingtohis/herexpectations.
Theopenquestions(foropenanswers):
∙Thesearequestionsstartingwith:
when,what,which,why,towhat/whichdoyou,haveyou?
Openmeansdiscovery:
theyareparticularlyusefulduringthebeginningoftheinterview
Ex:
« Whatdoyouthinkaboutouropendoorwinetasting?
»
Theclosedquestions(forclosedanswers):
∙Thealternatives :
theyrequireanswerwithdoublechoicesuchas:
yesorno,tomorroworaftertomorrow
Itaimstocatchtheattentionoftheinterlocutoronaspecificgivenchoice
∙Theinductive :
theyrequiretheanswer(« yes »)andarestructuredasfollowing :
affirmation+searchforagreement
Theyareparticularlyusefulwhensearchingforanagreement,forexampleattheendofanobjectionanswer
Example:
Alternativequestion
Whatisyourbudgetformooncakecorporategifts?
❑0¥
❑1to100¥
❑101to500¥
❑501to1000¥
❑2500¥andmore
❑Idon’tknow
Whenyourinterlocutorexpressessomesentencesoropinions,it’simportanttoreformulatethem.Thisallowsyouto:
-Showyourinterlocutorthatyouarelisteningtohim/her,thatyouunderstoodandtookintoaccountallhis/heropinions
-Makesureyoureallyunderstandhis/herneedsandsotobringhim/heranappropriateanswer.
Onceyoumanagedtocreateadialoguewithyourinterlocutor,youabsolutelymustmakehim/herinterestedinyourspeech.Soyouneedtointroducegenerallytheproductortheserviceyoupropose.
DforDESIRE
Onceyouidentifiedyourinterlocutor’sneedsandonceyoucaughthis/herinterest,youhavetomakehim/heraproposal,andbringananswer.Forhim/hertoacceptyourproposal,youmustgivearguments,andemphasizecommercialadvantages.
What’sanargument?
Howtobuildanargument?
Anargumentisacombinationbetweenacharacteristic(descriptionofexistingelements)andanadvantage(positiveconsequenceofthecharacteristic)whichwillfirstbegeneralthenspecific(linkedtotheclient)
Example:
Ourproductsarehighlyrenowned(characteristicoftheproduct)soyoucanofferthemtoanyclient(generaladvantage)whichenablesyoutofocusonmoreimportantmattersthanyourcorporategifts(specificadvantagefortheclient)
The« tocreatethedesire »stepcomesdirectlyfromthe« tointerest »step.Youhavetocarryonveryquicklytomaintainamaximumofyourinterlocutor’sinterest.Inordertodothiswell,youhavetousespecificargumentsthatputyourinterlocutorinasituationwherehe/sheisinpossessionofyourproduct.
Forexample :
Itriggerinterest:
« LetmeinformyouthatwehavediscountsonallourOlympicchampagnes!
»
Imakethedesireborn:
« ThiswillenableyoutocelebrateChineseOlympicvictorywithglamorousandluxuryproductsatcheaperprices!
»
Youraimhereis:
-Tovalueyourofferaccordingtotheneedsandrequirementsofyourinterlocutor,byemphasizingthespecificadvantagesofyouroffer.
-Personalizeaspossibleyouroffersoforthecustomertofeelalreadyhavingtheproduct,it’sthe« client-benefit »
Exercise:
Inthesentences,underlinethecharacteristicsandcircletheclient’sadvantages
-Ourteamisveryprofessional,ourtelesaleshavemanymonths'seniorityindistancecustomerrelationship
-Oursoftwarehasanautomaticsystemofdatareporting,whichguaranteesaperfecttraceabilityinouroperationsmonitoring
-Ourofficepositionshavesoundproofingwalls,soyourclientsarecontactedinawholediscretion.
-Thiscarpetisspeciallyanti-noisetreatedtoguaranteeacomfortforoptimallistening
Exercises:
« Buildyoursalesargumentationforthose3followingobjectstomakeyourinterlocutordesirethem »
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