Module 6 • Types of selling Business to comsumer (B2C) sales:
A little girl and her mom are shopping for groceries at Pick n Pay. The girl wants Rice Crispies cereal.
Who is part of this buying team? • Mom • Daughter
What roles do they fulfill on the buying team? 4. Telesales
The telephone is one of the most important communication channels available to the salesperson in personal selling. Salespeople should therefore know how to use it effectively and professionally.
Professional telephone sales The most important prerequisite for telesales is the effective selection of the salesperson with the right qualities for this job, good training, professional behaviour and support from management and the information system. Many organisations use toll-free numbers to provide a free service to customers and prospective customers.
Uses (advantages) of telesales • Enlarge the market share Sales can be increased and the market share enlarged without enlarging the sales team. Trading hours can be extended without increasing the existing overheads.
• Qualify sales leads (Module 6) Telesales support salespeople in qualifying prospects, which leads to a greater success rate at a lower average cost.
• Decrease sales costs A smaller, trained sales team can cover a larger area without the normal travel, accommodation, meal and entertainment costs. • Support sales in the field
Once good customer relations have been built up, follow-up visits need not necessarily have to be made personally. A combined phone/e-mail and personal contact campaign can increase sales and productivity rates to new heights.
• Manage smaller accounts/customers more profitably Telesales enable a business to pay more attention to smaller accounts/customers. Smaller businesses are usually spread over a large geographical area and can be serviced at a relatively low cost by telesales.
• Take orders by e-mail Order-taking is usually preceded by catalogues, price-lists and media advertisements inviting prospects to react by means of telephone or e-mail. Besides being cost-effective, it can also provide market research information.
• Improve customer service Customers obtain prompt replies and corrections of product and service problems. Quick follow-up of problems and immediate corrections prevent greater problems later.
• Segment the market Effective telesales can be directed at specific market segments/target markets. For example, in the telephone directory you can find a list of all the high schools, each of which can be separately tested and the information evaluated. The Yellow Pages telephone directory can also be used effectively if your customers are other businesses.
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