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Telemarketing. Curriculum Guides and Content Outlines For

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Telemarketing. Curriculum Guides and Content Outlines For DOCUMENT RESUME ED 339 900 CE 059 860 AUTHOR Shepard, Del TITLE Telemarketing. Curriculum Guides and ContentOutlines for Telemarketing: Entry-LevelPosition. School of INSTITUTION University of Northern Iowa, Cedar Falls. Business. SPONS AGENCY Iowa State Dept. of Education, DesMoines. REPORT NO FCS-88-02-13 PUB DATE Sep 87 NOTE 109p.; For a related curriculum guide, seeCE 059 861. PUB TYPE Guides - Classroom Use - Teaching Guides(For Teacher) (052) EDRS PRICE MF01/PC05 Plus Postage. DESCRIPTORS Career Choice; Communication Skills;Competition; Consumer Economics; Course Descriptions;Credit (Finance); *Distributive Education; *EntryWorkers; Facility Inventory; Goal Orientation;Job Search Methods; Keyboarding (Data Entry);*Marketing; Personnel Management; PostsecondaryEducation; *Salesmanship; Secondary Education; Service Occupations; State Curriculum Guides; *Te:,ephone Communications Systems; Time Management IDENTIFIERS *Telemarketing ABSTRACT This curricullm guide and content outline forthe telemarketing entry-levra pnsition contains sevensections: (1) specialized telemarketiA17 tasks;(2) telemarketing selling skills; (3) marketing tasks; (4) business-relatedtasks; (5) buiness-specific tasks; (6)personnel/human resources-related tasks; and (7) communications and minimum skilltasks. Each section innludes an introduction and topics covered, purpose,objective*), activities, evaluation, resources, contentoutline, and additional topics. Section 1 contains the following units:telephone manners; telemaJteting in relation to the firm; personalminimum skills; telephone as a marketing tool; telemarketingtrends; telephone . procedures; dimensions; marketing techniques; andtelemarketibg and marketing mix. Section 2 covers these topics:attention techniques; customer relations; customer rapport;product benefits; building rapport; handling objections; closingtechniques; special objections/complaint techniques; professional, vocal. image techniques; and appointments and call backs. Insection 3, the topics are as follows: marketing; competit:kon;daily calculations/sales; and inventory control. Section 4 deals with computerkeyboarding and consumer laws. Section 5 covers consumercredit limits and collecton procedures. The subjects of section 6 include:letters of application; job interviews; consumer behavior; goalsetting; career searches; and job search techniques. Section 7contains communications and minimum skill tasks.(NLA) .7A, . CURRICULUMGU; , . !!! I 4,4 DEPARTMENT .°E ._ .:130BLICINS"UCII" , . COMMIT OUTLIVES k`t FOR TELIMAMETING ENTRY-LEVEL POSITION DEV1LOPED FOR: DEPARTMENT OP EDUCATION GRIMES STATE OFFICE BUILDING DES MOINES, IONA 50319-0146 SEPTEMBER 1987 DEVELOPED BY: DR. DEL SHEPARD, ASSISTANT PROFESSOR DEPARTMENT OP WESTING SCHOOL OF BUSINESS UNIVERSITY OP NORTHERN IONA CEDAR PALLS, IOWA 50614-0126 319-273-2225 U.S. DEPARTMENT OP anucimok office a Educational Research and Improvement "PERMISSION TOREPRODUCE THIS ED ATIONAL RESOURCES INFORMATION MATERIAL HAS BEENGRANTED BY CENTER (ERIC) This document has been reproduced as received from the ZierOn or Organization Originating it CI Minor chanim have been made to improve reproduction quality Points of view or opinions stated in this docu 4 mint do not necessarily represent Oros; RESOURCES OER1 position or policy 0 THE EDUCATIONAL INFORMATION CENTER(ERIC)." BEST COPY AVAILABLE TABLE OP CONTENTS SECTION ONE - SPECIALIZED TELEMARKETING TASKS 1 Overview of Telemarketing andRelationshiip to the Firm 2-5 Telephone Manners 6-7 Personal/Minimum Skills Requiredfor Telemarketing 8-9 Current Trends and Dimensions inTelemarketing 11 Using Various TelephoneSystems and Handling Inbound and Outbound Calls 12-13 Marketing Techniques andThe Marketing Mix 14-16 Additional TelemarketingSkills 17 SECTION TWO - TELEMARKETING SELLING SKILLS 18 Attention Techniques 19-21 Effective Customer Relations 22-24 Product Features and Benefits 25-27 Handling Customer Objectionsand Complaints Closing the Sale 28-30 31-33 Making Appointments and CallBacks 34-36 Developing a ProfessionalImage 37-39 Customer Information and ProductProfiles 40-43 Opening the See and PresentingMerchandise 44-46 Solving Customer Problems 48-51 Telemarketing and Other Forms of Media 52-53 Prospecting for Customers 54-55 Additional Telemarketing Skills 56 SECTION THREE- MARKETING TASKS 57 Basic Elements of Marketing 58-59 Dealing With the Competition Daily Calulations 60-62 62 Inventory Control 63-64 Additional Telemarketing Skills 65 SECTION POUR - BUSINESS RELATED TASKS 66 Computer Keyboarding 67-68 Consumer Laws 70-72 Additional Telemarketing Skills 73 - 4 - 3 SECTION FIVE - BUSINESS SPECIFIC TASKS 74 Consumer Credit Limits 75-76 Collection Procedures 78 Additional Telemarketing Skills 79 SECTION SIX - PERSONNEL/HUMANRESOURCES RELATED 80 Letters of Application 81-84 Job Interviews 85-88 Consumer Behavior 89-90 Goal Setting 91-92 Job Applications & Resumes 94-96 Emotional Appeal 97 Professional Trade Journals 98 Career Searches & Job Changes 99-101 Additional Telemarketing Skills 102 SECTION SEVEN- COMMUNICATIONS & MINIMUM SKILL TASKS 103 4 TELEMARKETING ENTRY-LEVEL POSITION SPECIALIZED TELEMARKETING TASKS Withinthis section several topicsare deemed as being highly important to the success of the individual who would be working atan entry-level positionin telemarketing. Topics include: 1. Teleihone manners 2. Overview of telemarketing/relation to the firm 3. Personal/minimum skills needed 4. Telephone as a marketing tool 1 OVERVIEW OP TELEMARKETING AND RELATIONSHIP TO THE FIRM ENTRY-LEVELPOSITION SPECIALIZED TELEMARKETING TASKS PURPOSE: This unit is designed to help participants understand an overview to telemarketing,its relationship to the firm in whichthey work, and the role that the telephone playsas a marketing tool. OBJECTIVE: Upon completion of this unit, participantawill: * have an awareness of the variousfunctions that are performed by telemarketing * un&rstand the relationship oftelemarketing to other marketing functIons of thefirm * be able to explain the varioususes of the telephone in telemarketing ACTIVITIES: Discussion should center around: * what is telemarketing * what telemarketingcan do for the firm * examples of how telemarketing isused * what telemarketing cannotdo Have participants list examples of how telemarketing can effectively be usedwithin their own firms if applicable. Discuss the relationship of telemarketingto other marketing functions withinthe firm, including the following: * outside sales functions * inside sales functions (whereapplicable) * advertising * sales promotion * customer service * others 2 WWI EVALUATION: The participants should be able to identify the functions performed by telemarketing within the firm. The participants should be able to describe the relationship that telemarketing plays with the other marketing functions of the firm. The participants should be able to list uses of the telephone in telemarketing and give at least two examples of how the telephone can be used effectively in each category. RESOURCE: "In-House Telemarketing", Thomas McCafferty, Glen T. Presley Associates, Inc., 1987, pp. 3-19. "Telephone Marketing" Available from: American Sales and Marketing Institute 98 Cutter Mill Road Great Neck, NY 11021 Price: $2.00 per issue 3 CONTENT OUTLINE A. what is Telemarketing? 1. Planned use of the telephoneas a selling tool 2. Used along with traditionalmarketing techniques 3. Must justify its ownuse in cost savings and effective coverage ofsales territory 4. Telemarketing is used for bothinbound and outbound calls B. What Telemarketing Can Do forthe Firm 1. Direct selling to customers,both retail and commercial 2. Perform seasonal selling 3. Special promotions 4. Setting appointments for fieldsales force 5. Reactivating dormantaccounts 6. Account management 7. Opening new sales territories 8. Cleaning prospect lists 9. Developing prospect lists 10. Qualifying prospects 11. Generating new leads 12. Backing up field sales force 13. Creating awarenessamong customers, prospects and third party influences 14. Collecting overdue accounts 15. Market research 16. Defining markets 17. Positioning and pricingproducts 18. Refining engineering valuesor product development 19. Finc-tuning marketingstrategies 20. Learning about competition 21. Maintaining customer/shareholderrelations 22. Overcoming negative publicity . 23. Explaining unusual developments(name change, merger, sales of company, etc.) 24. Order-taking 25. Solving service and partsproblems 26. Cross-selling/upgrading 27. Renewing subscriptions 28. Updating records (takingchanges of addresses) 29. Supplying information to inquires 30. Qualifying/screening inqui:es 31. Taking reservations (seminars,entertathment) 32. Tracking advertising/promotion/publicity C. What Telemarketing CannotDo 1. Not a solution to all theproblems of thecompany 2. Cannot operate in isolationof other marketing functions 3. Not to be used in everycustomer contact situation - 4 - D. Telemarketing's Relationship to Other MarketingFunctions 1. Telemarketing as an extension, but nota replacement, for outside sales 2. Effective use of telemarketing tosupplement inside sales effort 3. Telemarketing used to support advertisingfunction a. Check awareness level of thecustomer to the firm's advertising campaign b. Assess the effectiveness of advertising campaign 4. Telemarketing as a follow-up to salespromotion efforts of the company 5. Creating and maintaining effectivecustomer relations through telemarketers 5 9 TELEPHONE MANNERS ENTRY-LEVEL POSITION SPECIALIZED
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