Second in a series of articles, we'll discuss various issues and practices associated with modern ways of selling over the phone.
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The New Telemarketing™ is a set of selling practices designed to accomplish several things:
(1) To sell more goods and services than its predecessor, the "traditional" style;
(2) To be less offensive than its predecessor to buyers;
(3) To be consistent with a customer service style of communicating;
(4) To help in recruiting and retaining qualified phone representatives and managers; and
(5) To repair and reform the image of telemarketers in business and consumer communities.
We need new practices, because traditional telemarketing, which utilizes a command-and-control communication style is inherently offensive, inefficient, and out of date.
It has resulted in hostile legislation (chronicled in the first article in this series), fewer sales, and a poor image in business and beyond.
The main driver of telemarketing is people: buyers and sellers. Traditional telemarketing offends and degrades all parties, and a proper replacement will elevate the process and make it a more enjoyable and productive process for all.
The New Telemarketing™ will produce more sales, at a lower cost. It will enable companies to recruit and retain high quality personnel, who will earn a better living, and it will rehabilitate the image of practitioners.
What Thomas Watson did at IBM to improve and reform selling, we need to do with telemarketers across companies and industries.
In later articles, we'll discuss exactly how The New Telemarketing™ differs from its predecessor style, and how it works.
Dr. Gary S. Goodman, President of www.Customersatisfaction.com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone®, You Can Sell Anything By Telephone! and Monitoring, Measuring & Managing Customer Service, and the audio program, "The Law of Large Numbers: How To Make Success Inevitable," published by Nightingale-Conant. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC's Annenberg School, a Loyola lawyer, and an MBA from the Peter F. Drucker School at Claremont Graduate University, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad. He holds the rank of Shodan, 1st Degree Black Belt in Kenpo Karate. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: gary@customersatisfaction.com
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