Telemarketing Institute

 

 

 

 

 

Conversational Soft Sell(CSS�) PERMISSION MARKETING APPROACH


Telemarketing Institute customizes Business to Business programs using variations of its trademarked Conversational Soft Sell� (CSS�) Call Handling Approach. The CSS� Approach is made up of a Philosophy, Process and a System.

Conversational Soft Sell� Philosophy
CSS� is based on the fact that people don't want to be sold; they want to be given the opportunity to buy a product, service or idea. CSS� is a no-pressure call handling approach done by conversing on the phone in a natural, courteous, friendly manner as we would with a friend. Carefully selected words and positive voice and listening qualities are used to project a genuine service oriented attitude and a positive image of the company.

Conversational Soft Sell� Process
The CSS� Process is based on the statistic researched by Dartmouth Corporation, Chicago, IL, that 70% of all buying decisions are made after the fifth contact.

Conversational Soft Sell� System
In the CSS� Lead Generation and Qualification System, a series of five Contacts, (i.e., mail, fax, e-mail, phone, etc.) is planned and implemented to qualify leads, secure appointments and/or make phone sales of consumable goods and services. These Contacts are designed to build quality business relationships because all Contacts are made only with the Decision Maker�s (DM�s) permission. These Contacts also create a comfortable business atmosphere and with 70% of all buying decisions made after the 5th Contact, the series, which can be made in one month, shortens the sales cycle by several months. The statistic shows that out of every 100 DMs contacted by reps,


48 are only contacted once
20 are contacted only twice
7 of the original 100 Decision Makers are contacted 3 times
5 of the original 100 are contacted 4 times
4 of the original 100 are contacted 5 times

leaving only 16 of the original 100 Decision Makers who are contacted more than five times


WHEN IN FACT
70% OF ALL BUYING DECISIONS ARE MADE AFTER THE 5th CONTACT!


The question is, how many more Decision Makers would make a positive buying decision about what is being offered, if the remaining 84 out of 100 people who didn't receive MORE than 5 Contacts, were given that opportunity? ����
��������..�..�����The answer is--THE SALES POTENTIAL IS STAGGERING!!!!

PERMISSION MARKETING
We categorize our Conversational Soft Sell� Call Handling Approach as �Permission Marketing� because all the contacts are made ONLY with the Decision Maker�s (DM�s) permission. This series of trademarked �Permission MarketingContacts is designed to:

  • create a comfortable business atmosphere because the DM is not pressured in any way

  • provide highly qualify leads for our client�s sales reps by asking a series of Sales Potential questions

  • continually stock the sales pipeline with qualified prospects for the sales reps to contact
    This stocking is done by qualifying the Decision Maker as to his/her Interest Level Time Line.
    Many times when a DM is contacted, what is being offered for the DM�s consideration doesn�t fit into their �NOW� To Do Time Line. Examples of this are:

  • there is a need to wait for next year�s budget

  • a key position in the company was just vacated

  • the Decision Maker is battling a personal or family illness

  • another situation needs resolution before a buying decision can be made

  • build strong, quality business relationships because DMs are given the time they need to learn about and digest what is being offered for their consideration during the 1st four contacts

  • heighten the DM�s receptivity to receiving the sales call and making a buying decision

  • shorten the sales cycle by several months. It does this because we are able to make 5 Contacts within 5 to 6 weeks, all with the Decision Maker�s permission (�remembering that 70% of all buying decisions happen AFTER the 5th Contact).
    ●   Usually making 5 Contacts takes 7 or more months. A firm needs to be careful not to make too many Contacts too quickly, when they do not have permission, as this can turn-off a potential customer

If you were to use our outbound calling services, TII would provide team sales support for your sales force by making the four Contacts on behalf of your firm, �all made with the Decision Maker�s permission�.
Then we would transition the qualified leads to your sales force for their sales follow-up on these leads.

Using our Trademarked Conversational Soft Sell� Lead Generation Approach�����������
���..YOUR REPS WILL ALREADY BE AT CONTACT 5 WHEN THEY ENTER THE SALES CYCLE


SIGNIFICANT INCREASE IN SALES WITH A TEAM SALES SUPPORT PROGRAM
When a company implements this kind of Team Sales Support Program, sales go up significantly � making a very positive impact on the company�s bottom line.


� 1982 Telemarketing Institute, Inc.
1-800-992-1377
154 Northwest Lake Dr.
Lake Norden, SD  57248

Fax: 1-605-252-9992
Email: mary@tminstitute.com