Pauline Rowson - Easy Step by Step Guide To Telemarketing, Cold Calling & Appointment Making

Telemarketing, Cold Calling and Appointment Making

The Easy Step by Step Guide

by

Pauline Rowson

First Published by Rowmark Limited in 1998

65 Rogers Mead

Hayling Island

Hampshire

England

PO11 0PL

Reprinted and Revised in 1999,2002, 2007

Copyright Pauline Rowson 1998, 1999,2002, 2007

ISBN 978 0 9548045 0 3

The right of Pauline Rowson to be identified as the author of this work has been asserted by her in accordance with the Copyright, Design and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing it in any medium by electronic means and whether or not transiently or incidentally to some other use of publication) without the written permission of the copyright owner except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd. 90 Tottenham Court Road, London, England W1P 9HE. Applications for the copyright owners written permission to reproduce any part of this publication should be addressed to the publisher.

Warning: The doing of an unauthorised act in relation to a copyright work may result in both a civil claim for damages and criminal prosecution.

Note: The material contained in this book is set out in good faith for general guidance and no liability can be accepted for loss or expense incurred as a result of relying in particular circumstances on statements made in this book.

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All the above guides are available from bookshops and online, and as eBooks.

Rowmark Limited

E-mail:

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About the Author

Pauline Rowson lives in the UK. She is the author of several marketing and self-help books and for many years ran her own successful marketing, PR and training company. She is an accomplished public speaker and is also the author of the popular marine mystery series of crime and thriller novels.

Books by Pauline Rowson

Crime Fiction Marine Mysteries

In Cold Daylight

Tide of Death A DI Andy Horton novel

In for the Kill

Non-fiction

Communicating with more Confidence

Being Positive and Staying Positive

Marketing

Successful Selling

Building a Positive Media Profile

Fundraising for your School

Publishing and Promoting your Book

Are Your Customers Being Served ?

Praise for The Easy Step by Step Guides

Recruiting the Right Staff

A simple guide to recruitment, with checklists of how and where to advertise job vacancies, whether to use agencies or not, and how to devise an ideal candidate profile. Perfect for step-by-step essentials.

Management Today

Telemarketing, Cold Calling & Appointment Making

This book is highly informative, clearly written and covers every aspect of telemarketing. In fact, it contains everything you need to know about how to build your business by telephone.

HSBC Bank

What our readers say about a variety of our Easy Step by Step Guides

Highly informative, very interesting, extremely practical and down to earth advice.

Excellent no fancy jargon just plain simple facts.

Lots of good info, easy to read and concise. Very useful.

Each chapter is presented with a clear type face, lots of bullet points summarising previous text and some information boxed making the whole very easy to read.

I particularly like the boxes containing key statements and the easy to read and digest summaries ideal for the busy person.

Clear, reader friendly and full of helpful hints.

I refer to my copy often and have found the summary sections and the highlighted hints invaluable.

A most practical, helpful guide.

Easy Step by Step Guides

Quick and easy to read from cover to cover in two hours

Contain a handy bullet point summary at the end of each chapter

Provide lots of tips and techniques

Have a simple style and layout making the books easy to read

Jargon free straightforward and easy to understand

Written by practitioners people with experience and who are experts in their subject.

Contents

Chapter One
What is telemarketing?

Chapter Two
Who makes a good
telephone salesperson?

Chapter Three
Planning your telemarketing

Chapter Four
Setting your objectives

Chapter Five
Getting through

Chapter Six
The call

Chapter Eight
Signing off or closing

Chapter Nine
Handling objections

Chapter Ten
Professional telephone techniques

Introduction

Telemarketing presents organisations with some great opportunities to win more business. If done professionally it can help you to stimulate orders, generate leads, increase your customer base and keep your customers loyal. If the call is mishandled though it can destroy your organisations reputation and lose you valuable sales. So it pays to get it right.

Telemarketing, Cold Calling and Appointment Making strikes fear into many hearts. This highly practical guide will show you not only how to conduct your calls in a professional manner but will also give you the confidence to succeed.

How to use this guide

This guide is written in as clear a style as possible to aid you. I recommend that you read it through from beginning to end and then dip into it to refresh your memory. The boxes in each chapter contain tips to help you, and at the end of each chapter there is a useful at a glance summary of points covered.

What this guide covers

This guide is primarily concerned with outbound selling, lead generation and appointment making but many of the principles illustrated can be applied to inbound enquiry taking and converting those enquiries into orders. The guide focuses mainly on business-to-business calls but the techniques can be applied to consumer telemarketing.

What you will learn from this guide

some positive telephone techniques to help you get through to the right person

how to promote the benefits of your services/products to a potential customer on the telephone

how to plan and structure your calls for maximum effectiveness

how to use your voice and personality on the telephone

how to handle objections and secure an appointment or achieve your objective

how to convert enquiries into orders.

Note: to avoid confusion and the cumbersome use of he or she in this guide, he has been adopted throughout. No prejudice is intended.