Guerrilla TeleSelling New Unconventional Weapons and Tactics to Sell When You Can't be There in Person

by Levinson, Jay Conrad; Smith, Mark S. A.; Wilson, Orvel Ray

• ISBN13: 9780471242796
• ISBN10: 0471242799
• Edition: 1st
• Format: Paperback
• Copyright: 1998-08-27
• Publisher: Wiley

Summary

The first book to apply guerrilla sales and marketing tactics to the unique, high-pressure environment of electronic communications, this groundbreaking resource is packed with valuable tips, expert advice, and insider secrets on finding, closing, and increasing sales by phone and fax as well as via e-mail and the Internet. "This book is absolutely loaded with insights and practical ideas you can use to increase your effectiveness in dealing with anyone in business on the telephone. These ideas should be read, taught, digested, and practiced every single day!" -Brian Tracy, author The Psychology of Achievement. "Guerrilla Teleselling is FUNdamental reading for anyone or any company who does business by telephone! It covers all the basics and more. Whether you're a beginner or you've been in the business for years, if you can't find at least 12 great ideas in every chapter that will increase your performance, you're not reading! I am recommending it as a resource to all my clients." -Judy Lanier, author 50 Ways to Motivate & Inspire Your Call Center Teams Past National President, American Telemarketing Association. "Guerrilla Teleselling is an excellent guide for anyone in sales, whether a rookie or a seasoned professional. . . . It entices the reader to break out of old ruts to become a more effective salesperson by using often surprising tactics that will keep the salesperson both challenged and successful." -Erik Lounsbury, Editor Telemarketing(r) & Call Center Solutions(TM).

Author Biography

Jay Conrad Levison is the author of the best-selling Guerrilla Marketing Series.

Mark S. A. Smith, an internationally acclaimed speaker and writer on trade show selling, has over 200 articles published and was past president of the Colorado Speakers Association.

Orvel Ray Wilson is an internationally acclaimed author and speakeron sales, marketing, and management. Coauthor of Guerrilla Selling: Unconventional Weapons and Tactics for Increasing Your Sales, he is President of The Guerrilla Group, Inc., an international trainingand consulting firm serving clients worldwide.

Table of Contents

Introduction	1	(8)
The Real Enemies Are Time and Distance	2	(1)
The Future Is TeleSelling	2	(1)
Creating a TelePresence	3	(1)
Who Will Get the Most from Guerrilla TeleSelling?	4	(5)
PART I: GETTING READY FOR BUSINESS	9	(94)
Chapter 1: Why TeleSelling?	9	(5)
The Consumer Backlash	9	(1)
Know the Law	10	(2)
You Must Become a Guerrilla	12	(2)
Chapter 2: What Makes Guerrilla TeleSelling Unique?	14	(10)
What's a Guerrilla?	14	(1)
Setting Yourself Up to Win	15	(2)
TeleSelling Is a Unique Environment	17	(1)
Five Reasons Why the Skills That Usually Make Salespeople Great Will Kill Them over the Phone	18	(1)
The 17 Things That Drive Buyers Nuts and How to Avoid Them	19	(5)
Chapter 3: Setting Goals and Objectives	24	(8)
11 Telephone Sales Strategies	24	(1)
TeleSelling	25	(1)
What Are You Willing to Spend?	25	(1)
How Many People Should Staff Your Call Center?	26	(1)
11 Ways to Get Your Customers to Buy More from You	27	(5)
Chapter 4: How to Stay Motivated	32	(13)
The Most Common Cause of Failure	32	(1)
The Biggest Weakness of Salespeople	32	(1)
What Holds People Back from Success	33	(2)
27 Ways to Get Dialing	35	(4)
Guerrilla Incentives	39	(6)
Chapter 5: Preparing Your TeleSelling Workspace	45	(6)
Elements of the TeleSelling Workspace	45	(2)
Biological Factors	47	(1)
Build a Training Resource Center	48	(3)
Chapter 6: Controlling Interruptions	51	(3)
Standing Morning Meetings	51	(1)
Sacred Hour	51	(1)
Close the Door	52	(1)
Face the Wall	52	(1)
Clinic Time	52	(1)
By Appointment Only	52	(1)
Interruption Log	52	(1)
Blurting	52	(1)
Bio Breaks	53	(1)
Chapter 7: Managing Pressure and Stress	54	(2)
Music	54	(1)
Moisture	54	(1)
Movement	54	(1)
Massage	55	(1)
Meditation	55	(1)
Menu	55	(1)
Mirth	55	(1)
Chapter 8: Your TeleSelling Voice	56	(9)
How to Talk All Day and Still Sound Great	56	(4)
Keep Your Voice Healthy	60	(1)
How to Warm Up Your Voice	61	(1)
Warm Up Your Body	62	(1)
Be Understood	63	(2)
Chapter 9: Greeting Inbound Calls	65	(4)
Company and Name	65	(1)
Never the Same Way Twice	66	(1)
Tone and Attitude	66	(1)
Handling Handoffs	67	(1)
Ask Permission	67	(1)
International Callers	67	(2)
Chapter 10: Increase Your Caller's Satisfaction	69	(11)
Evaluating Your Salespeople	72	(4)
Putting the Customer in Control	76	(1)
Are You Being Politically Correct?	77	(2)
The Communication Gap between Men and Women	79	(1)
Chapter 11: Developing an Effective Script	80	(11)
Developing Scripted Presentations	80	(2)
Keep Testing	82	(1)
The Right Words Work	82	(1)
Rules of Power Talking	83	(3)
The Ten Magic Words	86	(2)
Avoid Superlatives	88	(1)
Use Evocative Language	89	(1)
Keep Customers Motivated	89	(1)
Your Call Guide	89	(2)
Chapter 12: Lead Management Systems	91	(4)
Computer-Based Systems	91	(1)
Are Computers Worth the Money?	91	(1)
Dual Systems	92	(1)
Daily Planner	93	(1)
Index Cards	93	(1)
Binders	94	(1)
Chapter 13: Whom to Call?	95	(8)
Who's Involved in the Decision	95	(3)
How to Find Lists of New Prospects	98	(1)
Using a Database to Sell	99	(1)
Qualify and Test Lists	100	(1)
Precall Letters	100	(3)
PART II: GUERRILLA TACTICS THAT GET THE BUSINESS	103	(88)
Chapter 14: Opening Moves	103	(20)
Precall Sales Meeting	103	(1)
Daily Debriefs	103	(1)
How to Organize Your Telephoning for Appointments	103	(1)
Make 1,000 Extra Calls a Year	104	(1)
Call a Customer First	105	(1)
The Golden Selling Hour	105	(1)
Call Early	105	(1)
Call Late	105	(1)
The Best Time to Reach Your Prospects	106	(1)
Snappy Answers to Stupid Questions	107	(1)
How to Get Unlisted Addresses	108	(1)
Guerrilla Cold Calls	108	(2)
Your First Contact	110	(2)
I'm Buying!	112	(1)
Dealing with Gatekeepers	113	(2)
Finding the Decision Maker	115	(1)
Follow-up Calls	116	(2)
Maintaining Rapport	118	(1)
Controlling Attention	118	(1)
Becoming a Better Listener	119	(1)
Take Notes	120	(1)
How to Handle Sensitive Subjects	121	(2)
Chapter 15: Getting through Voice Mail	123	(13)
Creating Effective Voice Mail Messages	123	(5)
Using Voice Mail to Sell	128	(2)
Getting Your Call Returned	130	(6)
Chapter 16: Questioning and Qualifying	136	(6)
Find a Real Need	136	(2)
Prospecting, Guerrilla Style	138	(2)
Getting Them to Keep the Appointment	140	(2)
Chapter 17: The 37 Magic Selling Questions	142	(5)
Questioning Skills	142	(5)
Chapter 18: Presenting Your Proposal	147	(18)
Expedite Everything	147	(1)
How Guerrillas Influence Prospects and Customers	147	(2)
Communications Styles	149	(1)
Need for Information and Detail	149	(3)
Organization of Tasks	152	(3)
Locus of Motivation	155	(3)
Level of Initiative	158	(2)
Constellations of Styles	160	(1)
Make the Intangible Tangible	160	(1)
Make the Tangible Intangible	160	(1)
Ten Ways to Make Your Presentation Irresistible	161	(1)
Doing Verbal Demos	162	(1)
Making It Stick	163	(1)
How to Help Your Customer Remember	163	(1)
What Question Came Up?	164	(1)
Follow Up to Close	164	(1)
Chapter 19: Ask for the Order	165	(6)
Ask for a Commitment	165	(1)
Wrap Up the Sale	165	(1)
Closing on the Phone	166	(1)
Get Your Fulfillment Package Out Immediately	167	(1)
Call to Confirm Receipt	167	(1)
Send It Back	168	(1)
Ask for Referrals	168	(1)
The 5-4-3-2-1 Referral System	168	(1)
Thank-You Notes	169	(2)
Chapter 20: Dealing with Objections	171	(12)
Where Objections Come From	171	(1)
When to Handle Objections	172	(1)
No Can Be Cultural	173	(1)
The About-Face	174	(1)
Getting Unstuck on Price Issues	174	(2)
Price Shopping	176	(1)
Managing Objections	177	(4)
Sales Savers	181	(2)
Chapter 21: Serve to Sell Again	183	(8)
Your Guarantee	183	(1)
Encourage Complaints	184	(1)
Lifetime Value of a Customer	185	(1)
Twelve Ways to Deal with Angry Callers	186	(5)
PART III: MANAGING A TELESELLING DEPARTMENT	191	(14)
Chapter 22: Finding the Right People	191	(8)
Recruiting and Hiring Sales Guerrillas	191	(2)
Training	193	(1)
Monitoring Quality	194	(1)
Intervene Often	194	(1)
Compensation Strategies	195	(2)
Invest in Your Stars	197	(2)
Chapter 23: Measuring Your Success	199	(6)
Why Measure?	199	(1)
Postperformance Checklist	199	(1)
Measure the TeleSelling Results	200	(1)
Postcampaign Survey	200	(1)
Conduct a Mail Survey	200	(2)
Customer Surveys	202	(3)
SECTION IV: CREATING YOUR TELEPRESENCE	205	(50)
Chapter 24: Creating a Guerrilla Marketing Calendar	205	(6)
Your TeleSelling Calendar	205	(6)
Chapter 25: Staying in Front of the Customer	211	(5)
Fork Over New Customers	211	(1)
Using Advertising Specialties	211	(2)
Candy Jar	213	(1)
What Time Is It?	214	(1)
Buy Them a Snack	214	(1)
Postcards While on Vacation	214	(1)
Notepads	214	(1)
Send a Series	215	(1)
Bill Stuffers	215	(1)
Chapter 26: Make Your Sales Letters Sizzle	216	(4)
Your Sales Letter	218	(1)
Special Reports	219	(1)
Chapter 27: Just the Fax	220	(3)
What to Fax	220	(1)
Unsolicited Fax (Don't Do It)	221	(1)
Broadcast Fax	222	(1)
Chapter 28: Creating Effective Newsletters	223	(4)
Develop Your Own Style	223	(2)
Printing	225	(1)
How Should You Mail?	225	(1)
Who to Mail to?	226	(1)
How Often?	226	(1)
Chapter 29: Become an Author and an Authority	227	(4)
Write for Trade Magazines	227	(2)
Write a Booklet	229	(2)
Chapter 30: Electronic Brochures	231	(7)
Audio Brochures	231	(5)
Videotapes	236	(2)
Chapter 31: Marketing Yourself On-Line	238	(8)
Netiquette	239	(2)
Three Steps to Generating Business on the Internet	241	(5)
Chapter 32: Videoconferencing and Other Modern Miracles	246	(9)
Satellite Paging	250	(1)
Cellular, PDC, and Emerging Technologies	250	(1)
Save on Cell Phone Charges	251	(1)
Toll-Free Numbers	251	(2)
Toll-Free versus 900 Numbers	253	(2)
Appendix	255	(4)
Web Addresses	255	(4)
Bibliography	259	(8)
Books	259	(5)
Audiotapes	264	(1)
Video Training Materials	265	(1)
Magazines and Journals	265	(2)
Index	267