营销和销售之 电话推销　Telemarketing

营销和销售之 电话推销　Telemarketing

对于电话推销者来说，被顾客立即挂断电话或者婉言谢绝是家常便饭。但总有些推销员的电话能神出鬼没地钻进顾客心里，让他们对产品产生好奇心并且购买。只要学会了解顾客心理，掌握一定的谈话技巧，电话推销可能没有看上去的那么难。

制定目标

给自己制定每天的目标（set daily goals）。提前决定要打多少个电话，并坚持到底（stick to that number）。

⊙Hello, may I please speak to Mr.Jones?

你好，我可以和Jones先生通话吗？

⊙Today I'm calling to inform you about……今天我打电话是要告诉你有关……

⊙This is a limited time offer.

该供应有一定时间限制。

⊙I wonder if you've ever heard of our product.我想知道你是否听说过我们的产品。

⊙Mr.Jones, you're one of the fifty lucky recipients of a free trial of a brand new product.

Jones先生，你有幸成为免费试用我们新一款产品的50个幸运者之一。

⊙I'd like to take a moment to introduce to you……

我想用一点时间来向你介绍……

⊙Only ten more calls to go！

就剩10个电话要打了！

练习

打电话前先打好草稿（script），认真练习并背诵下来，做到自然流畅地脱口而出。事后可以将电话录音反复回放，从错误中学习进步（learning from your mistakes）。

⊙Do you find it difficult to find the time to plan healthy meals for you and your family?With heavy work demands, you may have trouble takingtime out of your schedule to do your shopping. I'd like to introduce a new neighborhood service that is designed to help busy professionals, like yourself, by delivering fresh fruits and vegetables right to your door.

你是否觉得难以抽出时间来为你和家人安排健康的饮食呢？因为繁重的工作，你可能无法从百忙中抽出时间购物。我想给你介绍一种专门为你这类繁忙的职场人士设计的新的近邻服务，可以将新鲜的水果和蔬菜直接送到你府上。

⊙We are offering a free limited time trial offer.At no cost to you, we will ship our scientifically developed carpet cleaning solution to your door for you to try out for yourself. If you aren't 100%satisfied, you're free to return the product with no strings attached.

我们目前正在搞一个限时免费试用。您无须花一分钱，我们就可以把高科技的地毯清洗液送上门，供你亲自试用。如果您不是百分之百地满意，可以无条件退货。

态度

把每一个电话作为一次机会（an opportunity），而不是简单意义上的推销。向受访人强调你的产品将改善他们的生活或环境（improve their life or circumstance）。让他们知道你就是想帮助他们并和他们分享（share）一个重要机遇。

⊙There's no better time than the present to improve the quality of your life.

实在没有比这次更好的机会来提高你的生活质量了。

⊙I have a special introductory offer for you this morning.我今天早上有个特别推荐品给你。

⊙This service can really change your life.You'll find that not only you have more free time to spend with your family, but you'll also be eating healthier meals.

这种服务真的可以改变你的生活。你会发现你不仅有更多的时间来陪家人，并且可以吃到更健康的食物。

⊙This is truly an amazing product.And it's unavailable in stores.这真的是一种神奇的产品，而且在商店买不到。

⊙I know you'll be so satisfied with our product that you'll want to order more for your friends and family.

我知道你会对我们的产品非常满意的，你一定会为你的家人和朋友订购更多这些产品。

充分利用每个电话

即便接电话的不是你要找的人，也可以向电话那端的人介绍产品；即便是接电话的人根本没有兴趣，也不妨问问他的朋友或家人会不会有兴趣；即便是电话那端已经同意买你的产品，也要趁机问问是否还有别的客户他可以推荐。总之，机会是问出来的。

A：Hello, is Mr. Levi Jones available?

B：I'm sorry he's not at home right now……

A：Well, that's alright. My name is Kim Jensen.I'm calling from Charlon Chemical Supply. I'd like to take a moment to introduce you to an amazing new product……

A：你好，Levi Jones先生有空吗？

B：不好意思，他现在不在家……

A：哦，没关系。我叫Kim Jensen，我这里是Charlon化工公司。我想利用一点时间向你介绍一种神奇的新产品。

A：Thank you for your interest in subscribing to our services. Do you have any friends or family members who might also be interested in learning more?

B：Well, this is something that my brother might be interested in……

A：感谢你预订我们的服务。你是否有什么朋友或家人可能也有兴趣了解呢？

B：我想我哥哥可能对这个有兴趣……

A：I'm sorry, I'm not very interested. Our home doesn't have carpeting.

B：I understand. Well, this product is honestly too good to let slip away.Do you have any friends or family that you would like to recommend to receive our special offer?

A：不好意思，我不是很有兴趣，我们家没有地毯。

B：我明白。可这种产品太棒了简直不容错过。你可不可以推荐哪位朋友和家人接受这份特惠品呢？

总结

电话推销的关键是把产品和顾客的切身利益相联系，让他们不忍心拒绝，就算他们自己不需要，也可能会推荐给朋友或家人。

Words　单词表

alright满意的，可以的

amazing令人惊奇的

available合适的，方便的

carpeting地毯

demand要求

healthy健康的

honestly诚实地，正确地

improve提高，改善

neighborhood邻居

professional职业人士

recommend推荐，介绍

solution解决方案，方法

Phrases　短语表

100%satisfied 100%满意

at no cost to you无须你任何花费

find the time找出时间

hear of sth听说某事

introductory offer宣传品，推荐品

let slip away溜走（错过机会）

limited time限时，一定时间内

locally owned business地方企业

with no strings attached不附带任何条件

quality of life生活质量

scientifically developed高科技的

service package服务包，成套服务

ship to your door送货上门

special offer特价，特卖

subscribe to（a service）订购，预订

take a moment花些时间

take time out of your schedule抽空

trial offer试用

unavailable in stores商店里没有的

实景对话1

A：Hello, may I please speak to Dr. Miller?

B：This is Dr.Miller……

A：Hello！My name is Tony, today I'm calling to inform you about a service that can improve the quality of your life. Do you find it difficult to find the time to plan healthy meals for you and your family?With heavy work demands, you may have trouble taking time out of your schedule to do your shopping.I'd like to introduce a new neighborhood service that is designed to help busy professionals, like yourself, by delivering fresh fruits and vegetables right to your door.

B：Really?What kind of service is it?

A：Convenience Shopper is a locally owned business that will do your grocery shopping for you. You provide a grocery list and your timing requirements.We do the shopping and deliver the groceries to your door.We have monthly, weekly, and daily services.We also have special relationships with local farmers, so we can provide products at a much lower rate than your local supermarket.You can save money and time！

B：That sounds really great. How much does a service like that cost?

A：Depending on your requirements, we can offer several different service packages. Our weekly delivery service costs$19.95 per delivery.

B：Hmmm……I don't know……

A：This service can really change your life. You'll find that not only do you have more free time to spend with your family, but you'll also be eating healthier meals……

B：Well, I suppose I could try it for a couple weeks……

A：Thank you for your interest in subscribing to our services. Do you have any friends or family members who might also be interested in learning more?

B：Well, this is something that my brother might be interested in……

A：你好，请问Miller博士在吗？

B：我就是Miller博士……

A：你好，我叫Tony，今天我打电话给你是要告诉你一种能够改善你生活质量的服务。你是否觉得难以抽出时间来为你和家人安排健康的饮食呢？因为繁重的工作，你可能无法从百忙中抽出时间购物。我想给你介绍一种专门为像你这类繁忙的职场人士设计的新的近邻服务，将新鲜的水果和蔬菜直接送到你府上。

B：真的吗？什么样的服务？

A：“便利购客”是一家地方企业，旨在帮助你购物。你提供购物清单和时间要求，我们来采购并送货上门。我们有每月、每周和每日服务。我们和当地农户有特别联系，所以价格比当地超市低。这项服务会让你既省时又省钱。

B：听上去还真不错。这种服务的费用是多少？

A：这取决于你的要求，我们可以提供不同的成套服务。我们每周的送货服务是每趟19.95美元。

B：嗯……我不知道……

A：这种服务真的可以改变你的生活。你会发现不仅有更多的时间来陪家人，并且可以吃到更健康的食物……

B：我想我可以试几个星期……

A：感谢你预订我们的服务。你是否有什么朋友或家人可能也有兴趣呢？

B：我想我哥哥可能对这个感兴趣……

实景对话2

A：Hello, is Mr. Levi Jones available?

B：I'm sorry he's not at home right now……

A：Well, that's alright. My name is Kim Jensen.I'm calling from Charlon Chemical Supply. I'd like to take a moment to introduce you to an amazing new product……I wonder if you've ever heard of Carpet Magic carpet cleaner?

B：Uh, no……I haven't heard of it.

A：This is truly an amazing product. We are offering a free limited time trial offer. At no cost to you, we will ship our scientifically developed carpet cleaning solution to your door for you to try out for yourself.

B：I'm sorry, I'm not very interested. Our home doesn't have carpeting.

A：I understand. Well, do you have any friends or family that you would like to recommend to receive our special offer?

B：Sorry, I don't think so.

A：Okay, well thank you for your time.

B：Bye……（hangs up）

A：你好，Levi Jones先生有空吗？

B：不好意思，他现在不在家……

A：哦，没关系。我叫Kim Jensen，我这里是Charlon化工公司。我想用一点时间向你介绍一种神奇的新产品。不知道你是否听说过魔幻牌地毯清洗液？

B：嗯，没有……我没有听说过。

A：这个产品真的是令人惊奇。我们目前正在搞一个限时免费试用，你无须花一分钱，我们就可以把高科技的地毯清洗液送上门，让你自己试用。

B：对不起，我没有兴趣。我们家没有地毯。

A：我明白。你可不可以推荐哪位朋友和家人接受这份特惠品呢？

B：对不起，我想没有。

A：那好，感谢你花时间接听电话。

B：再见……（挂断电话）