Q: What is a call guide?

A call guide is a carefully prepared computerized script. Management provides it to telemarketing sales representatives (TSRs) to effectively manage the conversation with prospects/customers in order for them to arrive at a positive conclusion. It focuses on a step-by-step approach to dealing with all eventualities that might occur during the call.

Q: Who should write the guide?

The writing of an effective call guide is best left in the hands of a professional. Just as you'd go to a specialist when you plan to put out a professional quality advertisement, the call guide, too , should be prepared by someone with years of front-line experience.

Q: What are the characteristics of a call guide?

First, it has to provide guidelines to reach the decision maker. Then it needs to manage the conversation with that decision maker in order to qualify, quantify, and obtain meaningful information for making the sale on the phone -- or for passing information on to the sales force. It also must stimulate interaction between the TSR and the prospect/customer so that buying signals are swiftly recognized. This is a prerequisite to making more sales.

Q: How does it handle objections?

It should provide clear and concise answers to expected questions and objections -- while being flexible enough to deal with the unexpected. A prospect might say,"You product is too expensive." This opens a window of opportunity for the TSR, who may respond to such an objection by saying:"We can show you how the product will pay for itself in two months." Many objections are actually buying signals. When answered in the correct manner, these can lead directly to sales.

ETI Sales Support provides a professional call guide preparation service. We take full responsibility for creating an effective on-line or manual call guide individually tailored to your objectives.

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