The Art of Persuasive Communication of Telemarketing on Phone Usage: a Phenomenology Approach NOYANTA LUGA & MOHAMMAD SHIHA

The Art of Persuasive Communication of Telemarketing on Phone Usage: A Phenomenology Approach

NOYANTA LUGA & MOHAMMAD SHIHAB COMMUNICATION STUDIES – School of Humanities Batch 2014

President University, Jababeka Education Park, Cikarang Baru, Indonesia, +6282167121481, [email protected]

Abstract

The world business rivalry has expanded and it compels marketing communication to look for new ideas and strategy to reach the goals and opportunity. To gain potential consumers and clients, marketing communication needs strategy such as telemarketing. This study is conducted to analyze the communication technique of telemarketing as one of the marketing communication strategy in persuading the consumers, promote the product, and how they share the values of the product to the target consumers and customers by observing their persuasive communication. This study is developed by using the qualitative method in phenomenological approach, with its primary data which are obtained through in-depth interviews with the consumers about the services and performances of the telemarketing and interviewed the telemarketers. The result of this research shows that telemarketing is one of the effective marketing communication strategies especially in promoting the product to the target consumers and building trust and relations with the customers. Telemarketing can grow very rapidly because it is able to adjust with current needs. The effective and good communication ways will serve the target consumers and customer’s wants and needs and gain consumer’s trust and loyalty which will affect to the company’s images, brands, and profit.

Keywords: Telemarketing, Marketing Communication Strategies, Persuasive Communication.

1.1 Introduction

The world business rivalry has been expanding and it compels marketing communication to look for new ideas and strategy to reach the goals and opportunity. The competition among competitors is getting tougher. Every company is expected to have the right strategy in selling its product. Modern marketing is not only oriented by developing good product, giving attractive rates or prices, and making them affordable to customers, but a company must also communicate with its potential consumers to accommodate the aspirations and desires of the consumers so that the company could satisfy the consumer’ needs (Harris, Thomas L, 2006: 12). To gain potential consumers and clients, marketing communication needs strategy such as telemarketing. A good telemarketing of the company is intended with the aim to make known of the product and sell it to the consumers, establish 1 consumer’ loyalty, create customer satisfaction, and then the company can receive value from consumers that are comparable with the value that has been given to its customers (Subroto, 2011: 255). Telemarketing, as part of the marketing communication strategy is one of the most crucial for the company. Because consumers now prefer using the phone to order goods and services. Without telemarketing, marketing communication could not target the consumers and clients. Consumer is a very important company asset, meaning the success of a company is how to appreciate and satisfy the customers that ultimately can increase sales and build the good image of the company. As a communicator, telemarketing serves as a person who contacts consumers and provides information about everything that has to do with the product. Providing the best service as much as possible can be one strategy to create consumer satisfaction. The reason researcher to discuss about telemarketing in this study is because the researcher found that the field of telemarketing is very interesting to be reviewed further, because telemarketing is a relationship between humans or organizations to create long- distance exchange relationships. Telemarketing could not be separated from telecommunication technology either used by sending data via internet or interaction via phone (Hoofman, 2011: 481). Researcher will focus more on telemarketing communications on phone usage. Therefore, researcher has an opinion that telemarketing is one of the most ingenious ways to attract the market. So, that is what the attraction of researcher to examine how the telemarketer’s performance in contacting and building relationship with consumers and clients, because without uncertain steps of several communication techniques, then telemarketing could not achieve the goal and get the consumer’s trust. Communication really has an important role in the making of images or brand in business.

1.2 Research Questions - How do the telemarketers communicate to persuade target consumer to make purchase decision?

1.3 Research Objective - To know how telemarketing communication ways in building relationship with consumers and persuade the target consumers to buy the product.

2. Literature Review 2.1. Telemarketing Telemarketing is the part of marketing communication strategies. Telemarketing comes from the word tele means distance and marketing means selling that is defined as an interaction that seeks to create an exchange relationship intended to meet the needs of human desire, in other words marketing occurs when every relationship between people or organization is seen with the existence of a process of exchange. So telemarketing is a relationship between people or organizations to create long-distance exchange relationships. Telemarketing is defined as a marketing promotion strategy that uses communication technology and personal trained to take a position in planned marketing activities in targeted consumer groups (Subroto, 2011: 255). Telemarketing uses the phone for prospecting, selling and / or following up with customers. (Hoofman, 2011: 481).

Telemarketing can help a wide variety of organizations achieve improved results in different ways. Though the most obvious form of telemarketing involves company calls to individuals at home to pitch them products, telemarketing is also a significant strategy in business-to-business sales, event promotion, political campaigning, and lead generation for more sophisticated sales procedures. Telemarketing covers a wide spectrum. As a sales person using telephones to call prospective customers, as a trained personnel using a computer to facilitate a response right away, and as a person to answer questions from customers or prospects. Telemarketing is widely used by many marketing companies to conduct promotions, process orders, assist sales, and serve the customers. The goal is to generate sales transactions. Telemarketing is widely used because it gives the possibility to get bigger response. Telemarketing in marketing has helped a lot of companies, especially in reducing sales costs such as travel expenses and expenses to increase sales volume. In order for the role of telemarketing to be more effective, the company must use trained personnel in telemarketing (Subroto, 2011: 255). According to Ellen Bendremer (2006), the purpose of telemarketing are: 1. To learn the skills required to become a successful telemarketer or telesales professional. 2. To perfect or hone your sales skills and discover strategies for using the telephone to reach more prospects make more sales, and improve your relationships with existing customers. 3. To discover and incorporate new strategies for improving your closing ratio. 4. To expand your client base and tap new markets.

2 5. To determine how to deal with all of your prospects’ objections and transform rejection into sales (Bendremer, 2006: 14).

According to Rowson (2015: 52), technically stages in phoning consumers, namely: Greeting, introduce yourself (Telemarketing Name and Company Name), opening questions to attract attention, asking Questions to know the situation / conditions, asking for their problems or needs, implications of problems or needs, point customers to needs. The ability of a telemarketer to monitor and control telephone network traffic is a major concern that focuses on three areas--namely, the timeliness of information, integration of information from diverse sources, and autonomous decision making (Brown, Percy: 2001). According to Marketing School.org, telemarketing can be used to achieve several different business goals, including: Selling a product, generating leads for a sales team, conducting surveys and collecting consumer data, maintaining contact with existing customers or encouraging previous customers to return. The advantages of telemarketing: personal, more personal than mail. you can talk directly to the person you contact. Directly, you can answer their questions and objections instantly and quickly. Accurate, you can directly meet/ talk to the person. Flexible, can be used from anywhere when needed. Cost effectiveness, phone charges are cheaper than sending salespeople. Saving time, the phone can reach more quickly to a large area and can reach more people than sending a salesperson to meet the organizations. Controlled and measurable, you can evaluate the results of your phone, control the campaign and monitor its effectiveness Rowson (2015: 10). Rowson (2015: 1) said that, to win more deals through phone, telemarketing should be able to be professional, have excellent knowledge of the products and services you offer, care about the needs and desires of the customers, intelligence in managing communication, the ability to build relationships quickly and effectively, and be persistent. With the advent of telemarketing (selling over the telephone), the telemarketer no longer need to meet face to face; indeed, the telemarketer may advantageously be pre-recorded. The use of pre-recorded telemarketer is very efficient, since a live salesperson is not necessary for each call to a prospect. Telemarketing, both with live salespersons and pre-recorded presentations, is used by a wide variety of organizations, both profitable and charitable, to request business and donations. (Walker, Jay: 2001). According to Rowson (2015: 24), There are two tendencies of purchasing motivation, positive and negative. That is why telemarketers have to plan the telemarketing target. The more you know about your potential customers and what language they use, the greater your success.

2.2. Persuasive Communication

Persuasion is a symbolic process in which communicators try to convince other people to change their attitudes or behavior regarding an issue through the transmission of a message, in an atmosphere of free choice. (Perloff, 2003: 7). Persuasive communication is an attempt at changing the attitudes, motivations, beliefs, and behaviors of one or many individuals (Gas, Seiter: 2011).

As social beings, humans are exposed to messages that influence attitudes (Perloff, 2003). There are various definitions of persuasive communication advanced by experts. According to the dictionary of Communication (Grace 2008: 14), persuasive communication is defined as "a process for influencing people's opinions, attitudes and actions by using psychological manipulation so that the person acts as he wishes." In addition, persuasive communication is also interpreted as an invitation or persuasion to willing to act in accordance with the wishes of communicators (Barata 2003: 70). According to De Vito (2011: 499) this persuasion effort focuses on changing or strengthening attitudes or beliefs of the audience or in attempting to invite them to act in a certain way. Persuasion is also understood as an attempt to change attitudes through the use of messages and focuses on the characteristics of communicators and listeners.

Elements in Persuasive Communication:

As for the elements in a process of persuasive communication according to Sumirat & Suryana (2014: 2.25), are:

1) Persuader Persuader is a person and or group of people who convey a message with the aim to influence the opinions, beliefs, and behavior of others, both verbally and non-verbally.

3 2) Persuadee Persuadee is the person or group of people who are the destination of the message delivered / channeled by the persuader/ communicator, both verbally and non-verbally.

3) Perception Persuadee's perception about the persuader and the message he/she conveyed will determine the effectiveness of persuasive communication. The perception in (Sumirat & Suryana, 2014) is a process of observed a person derived from the component of cognition. Perception is influenced by factors of experience or knowledge of a person.

4) Persuasive Message According to LittleJohn (in Ritonga, 2005: 5), persuasive messages are seen as attempts to change thoughts and actions by manipulating motives toward defined goals. The meaning of manipulation in the statement is not reducing or adding facts according to context, but in the sense of utilizing the facts related to the motives of the target consumers, so that it will follow the purpose of the message conveyed by the persuader to the target consumers.

5) Persuasive Channel A channel is an intermediary when a persuadee redirects messages originating from the original source for the ultimate purpose. Channels are used by persuaders to communicate with various people, formally or informally, face to face communication or mediated communication. However, in this study is focused on persuasive communication via telephone by the telemarketers.

6) Feedback and Effects According to Sastropoetro (in Sumirat & Suryana, 2014: 2.38) feedback is an answer or reaction that comes from the persuadee. Feedback consists of internal feedback and external feedback. Internal feedback is the communicator's reaction to the message he/she has conveyed. While external feedback is a reaction that comes from the persuadee because the message conveyed by the communicator does not understand or not in accordance with his wishes or expectations. While effect is the change that happened in the persuadee as a result of receiving messages through the communication process (Sastropoetro in Sumirat & Suryana, 2014). Changes that occur can be changes in attitudes, opinions, views and behavior. In persuasive communication, the change in attitude, opinion and behavior in persuadee is the main purpose. This is the point that distinguishes persuasive communication with other communications.

Persuasive Communication Process Persuasive communication as an effort to influence an opinion, attitude or behavior of a person, certainly requires a process. The persuasive communication process that focuses on changes on mind and motives. To be influenced by persuasive communication, one must observe, understand, study, accept and save the persuasion message (Perloff, 2003: 121).

2.3. Listening Listening is so important in communication. A good communicator usually is good in listening. Helgesen (2003:24) states that listening is an active, purposeful process of making sense of what we hear. More often we hear, more we can understand something. With respect to reference, despite the fact that listening is responsive, it is extremely dynamic since listeners can think and comprehend things at more elevated amounts than what they have heard. As they listen, they process just what they hear yet in addition associate it with other data they have definitely known. Since audience members join what they have listened to their current learning and encounters, undeniably, they are figuring or making a few sorts of importance as far as they could tell.

2.4. Previous Studies There are several studies in the past were conducted about telemarketing and persuasive communication ways. some of them are: 1. Ita Maryane Krisnawati, Wulan Trigartanti (2016), in her paper “Telemarketing of Practo Technologies Pvt. Ltd. Her study was conducted in a descriptive approach, in her study she observed about how are the telemarketers of Practo Technologies Pvt. Ltd in approaching the consumers and build a long relationship

4 with their loyal customers. In her paper the objects that she was focused to observe the telemarketers. The paper found that to improve the work of telemarketers of Practo Technologies Pvt. Ltd, telemarketers have to be trained first by the telemarketer executive, so that they could be skillful in catching the consumers. 2. Aen Istianah Afiati (2015), conducted a study on “persuasive communication in the formation of attitudes: A Descriptive qualitative study in the training of TNI AD military school focused on the candidate of Tamtama Rindam IV Diponegoro Kebumen”. The aim of the research is to describe the communication used basically in forming the behaviors, mind, attitudes, and actions of a person. The result of this study, persuasive communication which is done by trainers to the students in Secata Rindam IV Diponegoro is through personal approach in counseling activity, and directly providing examples to the students. 3. Nurmala Dewi, Ridwan Purnama, Rini Andari (2010), conducted a study on “the Influence of Direct Mail and Telemarketing towards purchase decision to Buy Raka Umrah Package Tours and Travel”. In their study they make a survey about the influence of direct mail and telemarketing in influencing the potential consumers to purchase the umrah package that offers by Raka tour and travel. The methodology used in this research is quantitative with the sample size of 110 respondents. Based on the test results obtained by statistical findings, it showed that direct mail and telemarketing have a strong influence in influencing purchase decision Raka umrah package tours and travel. Direct marketing especiall in direct mail and telemarketing is one of the strategies to increase sales.

3. Methodology

This study used qualitative method with phenomenological approach to find out what is the perception of perspective side of consumers and points of view from the telemarketers and used an in-depth interview to find the data from the participants. Phenomenological research usually deals with people’s perceptions or meanings, people’s attitudes and beliefs, and people’s feelings and emotions (Denscombe, 2014) to find out what is the perception and point of view of the informant. This research needs some participants to be interviewed. In the relations of collecting primary data, there were four people who were recruited as informants; two from telemarketers and three from the consumers. The participants of this research were between 28 to 52 years old. Two of them are the telemarketers who are expert in telemarketing field, and three of them are the consumers who are a professional workers in their fields and have a good position on it. Researchers used in-depth interview to obtain information related with informant’s experiences, concerns, and recommendations. The participants are selected and meet the requirement. Researchers will try to gain information and insights from the telemarketer and also from the customers which will offer more different points of view. Several questions are asked in research of this type, because you are keen to encourage participants to talk at length about the story of their experience, points of view, and perception. Meanwhile, the secondary data are collected and gathered from the credible sources, theory literatures, journals, and previous study and research that related to this research. When collecting data through human interaction, it is important to pay close attention to ethical issues because there are inherent problems and dilemmas related to the inductive and holistic nature of qualitative research (Daymon & Holloway, 2011). As the researchers will use in-depth interview with phenomenology approach to obtain personal experiences and feelings of the informants, the informants were asked to fill the consent form. The Consent Form will contain agreement to record the interviews and to show the names of the informants on the transcripts.

4. Result and Discussion

4.1. Participants

Table 1. Participants’ Data No Name Sex Age (y.o) Job/Level Adv 1. Heru Purwanto Male 52 Senior Manager Consumer 2. Dony Male 45 Project Manager Vico Consumer 3. Yoseph Malute Male 43 Project Manager Nokia Consumer 4. Chano Benawan Male 28 Staff Telemarketing Telemarketer 5. Whisnu Male 42 Manager Maketing of PU Telemarketer Participants have signed consent form and fully understand the purpose of their participation in this research.

5 4.2. Results

4.2.1. Intensity called by Telemarketing

Heru Purwanto, Dony, and Yoseph Malute are often experienced being called by telemarketing. They are also the consumers who have experienced bought the products offered by telemarketing. Usually they are called by the telemarketing around ten o'clock in the morning. Heru Purwanto usually gets a call from telemarketing about four times a week, or about sixteen times a month, and Dony can be up to ten times a week during break time or when off work. Products offered by telemarketing can be in the various types, most frequently they offered credit cards, unsecured loans, cable TV installation, holiday promo, and insurance. Usually consumers are interested in buying when they need the product. From among all consumers, Dony is the person who is most often on the phone by telemarketers. Dony said:

"I can be called up to ten times a week, and usually they offered me credit card products, bank loans, and cable TV indovision. There are also telemarketer who offered me to raise the credit card limit, offered to pay PLN, and most often I experienced the called from Citi Bank offering loans that could be take by cash in 40 hours. "

According to the consumers, the most effective time to receive phone calls from telemarketing are at the break time, around 12:00 to 13:00 p.m. or at home hours around 16:00 p.m. or 17 p.m. in the evening. "Actually they should make a phone call during the break time, or finish working hours at 16:00 or 17:00 p.m. Because in the morning we are busy with several meetings or somehow we waited for the phone from our clients", said Heru.

They prefer to be called at the break time or at evening, because at that moment they are not busy and will be more able to pick up the phone from telemarketing.

4.2.2. Consumer's Perception of Telemarketing

All participants basically have their respective opinions, perceptions, and assessment about telemarketing. Yoseph and Heru's perception of telemarketing are negative. Yoseph several times even rejected the phone from telemarketing when he notices a calling from telemarketing.

"So mostly in the first time they will introduced themselves and their company’s name. But, I actually already make a blocking with them, that whatever they say, surely I will not buy because I do not need the product for now," said by Yoseph.

Different perspective with Heru, Heru explained that he is likely negative about telemarketing because he has been telephoned by telemarketing who always talks constantly without giving him the opportunity to talk and make decisions. "Yes, I tend to be negative. Because i have experienced called by telemarketers who always talk," said Heru. Meanwhile, Dony does not matter when he got called by telemarketers. He usually picked up the call from telemarketers when he was not busy.

"When I am not busy, I want to pick the call and listen to the telemarketing explanation, because what they say somehow could educate me, and I might unconsciously need those products at the moment," Dony said.

Dony explained as long as he is not in a meeting or is not waiting for an important call from his clients, he feels okay and not disturbed by the phone call from telemarketing.

4.2.3. Important Skills Possessed by Telemarketing

Each consumers basically have a different views of what are the important skills to be possessed by a telemarketer. According to Yoseph the important skills that a telemarketer should have are communication techniques and good tone of voice. He said: “a telemarketer should must have a good communication skill to describe the product in clear and detail, and i think a good tone of voice is also important to make the potential consumers willingly listen to their explanations.”

6 Meanwhile, Dony and Heru have the same opinion and they are agree that politeness and modesty is the most important thing that should be possessed by telemarketers. "Firstly for me politeness is the most important value. Because if they offer politely, we certainly more open to listen, but if at first he is not polite, not nice, of course we will automatically close the phone, we do not want to be disturbed with the person who would offered something impolitely," Dony Explained.

Heru added, beside being polite the telemarketers should also have the ability to listen comprehensively. Because if the telemarketer is good in listening to what consumer responses, consumer feels valued and respected.

4.2.4. Complaints About How Telemarketers Communicate

Of course each of the consumers have their own complaints about the way of the telemarketer communicated with them. Heru complains that he once experienced telemarketing who always talked without giving him a chance to talk. Yoseph complains that he felt uncomfortable with telemarketers who are likely forced him to buy the product. Dony felt inconvenience with telemarketers who can not explained well about the products and make him doubt to buy the product that they offered.

"They drive us towards their product, without any chance for us to say something at the beginning. They immediately talked from beginning to end, and immediately say, okay Sir lets deal? I do not like the way it really is. Actually they should ask us, and give us a chance to talk. Do you agree if I explain about this sir? Do you already have this product? Because if I already have, and feel no need anymore, well it will be wasting my time and wasting their time too. So the way they communicate it should be improved. And they must also learn to see the right time to call”, Heru explained.

"Sometimes he did not really understand the product, what he offered. So when i have some questions to ask, his answer made me felt not satisfied and hesitate to buy the product. For example they answered: well so far, that is all I know sir. Or oh can not sir, because there is only such a thing. That kind of answers made me less satisfied. When i am not satisfied means i do not interested anymore," Dony explained.

"There are some telemarketers who are too pushy try to direct without try to listen. For example I am in a busy condition, and have meeting, suddenly they called me. They talked more without giving me a chance to explain that i am so busy. And finally I closed the phone directly," Yoseph said.

From above, we can see that each of the consumers have a different complaints about how telemarketing communicates according to their experiences called by them.

4.2.5. Suggestion About Telemarketing Communication

Consumers have some input and suggestions to telemarketing to improve their communication. Like Mr. Heru suggests telemarketers should give consumers the opportunity to talk. "They are talking to people, so they have to understand. They have to give us a chance to talk, chances we decide to buy or not, do not force us to buy. My suggestion they offer a question: sir there is not a company that dare to give the price of this line with the profit of this line. So that is their chance to bring consumers to think far and more. Because what they offer to us is not necessarily something we need too, but by offering that question, it can make consumer change his mind to buy. It is also important to understand consumers and listen to us," Heru said.

"Yes, the first, please master the products that are offered, means the description of the product itself. Because they have to convey in a good and polite ways, not to impose their will. That makes people they offered more respect them. So maybe we changed our mind and wanted to buy it because there is such politeness and respect," Dony said.

Different with Dony who suggested a telemarketer to master the product knowledge, Yoseph suggested a telemarketer should listen to the feedback from consumers, because it has a lot of negative stigma against telemarketers. "First they need to listen us, sometimes we already have that product. But sometimes because they have been trained to provide as much detail information as possible, eventually the consumer often feel this like

7 they were forced to purchase. So they have to listen the feedback from us. That is important too. Because usually there is already a negative stigma against telemarketers," Yoseph said.

4.2.6. Profile of the Telemarketer

Chano Benawan is a telemarketing staff in ticket sales. He has been working as telemarketing for two years. There have been many successful sales sold by Chano. There are hundreds of tickets sold per year. This proves that Chano has the character and skills that a telemarketer should have in order to successfully sell the product through the telemarketing process. Whisnu is a marketing manager in President University. He has been a marketing for eight years, and about six years into self-taught telemarketing. Both of them also have experienced a lot of rejection. With the communication skills they have, they can win many deals in selling through telemarketing.

4.2.7. Started the Conversation

The technique of starting a conversation with the consumer based on two telemarketers interviewed is almost the same. Whisnu and Chano Benawan started the conversation by pressing the destination number, when the consumer had answered, they greeted and introduced the name and the company’s name, then the purpose of calling. After that, provide or facilitate what the consumer needs, after the consumer was satisfied with the explanation from them, then they sell the product to the prospective consumer.

"Greet them first, then introduce ourselves who, and our company. So we prioritize from the consumer side, if it is all facilitated, then we come to our needs. The scholarship will be taken or not. If not the reason why, " Whisnu said.

“Raise the phone and make the dial. Then after they have answered greet them. Because people will feel annoyed if we do not greet them first. Then, introduce name and company name, then explain our purpose and our product. Then we wait for their feedback. If they ask something we have to answer it. They mostly ask about the function of our product, or why it is so expensive. Then we give a comparison with the same product, but different benefits. The point is, whatever the questions from consumers we have to answer it. Avoid to say i do not know,” said Chano.

Chano added, after telemarketer explained about the product that they offered, do not forget to wait for feedback from consumers, and answer all the questions without saying I do not know. And in the end if the consumer asks why the price of the products we sell is expensive, then we should focus to explain the benefits and advantages of our product. "To introduce the product we must first understand what our product is. Product knowledge must be clear. Understand correctly from A to Z. Explain by telling what is the product, functions, benefits, after that then the price," Chano said.

4.2.8. Communication Techniques to Persuade the Consumers

Telemarketers basically have many ways to motivate and persuade potential consumers to buy the products that they offered. Whisnu promote President University to prospective students or prospective parents about scholarships received by their children by introduce himself as alumni of President University, and what impacts experienced before and after he has graduated from President University. Then, he bring new perspective to the students or parents to look for what they need, not want.

"It is easiest to relate with them the way I introduce myself as a President University alumni. Then I shared to them the positive impacts i got during my study in President University and after graduated from President University. Then, i usually try to make them focus to find what they need, not what they want. After that, i told them the benefits that they can get in President University that is not exist in other universities. not to vilify other universities, but I explore more. "said Whisnu.

Chano added in persuading potential consumers to buy the products, we must explain the advantages and benefits of the product in detail to them, so they are interested. as well as providing a comparison with the same

8 product, but different advantages. "I usually mention the functions and benefits of what the product first, then the benefits for the buyer. We tell them the reason why it is so important for them to have this product. From there we can make them interested to buy the product. We give a comparison with the same product, but different in advantages," said Chano.

4.2.9. Handle an Anger Consumer

Whisnu and Chano have different response when they faced the consumer who was angry. Whisnu said: “If the consumer is angry, find out what the problem is. If the error is in telemarketing, then immediately apologize. But if the error is in the consumer because of lack of understanding or misunderstanding, explain again the truth so as not to misunderstand again and we find a solution to help him.”

Whisnu always try to find out first what the problem, whether due to a telemarketer error or because of a lack of understanding from consumer relate with the product being offered or purchased. And a telemarketer should be able to provide the best solution to help consumers. Unlike with Whisnu, when Chano faced the consumer who was angry, he will not push them again, as it will damage the image of the product and the company.

"I think if you have experienced such a consumer like that, better do not push him again because later the image of the products and company are ugly," Said Chano.

4.2.10. Make a Closing Transaction

In closing the transaction, Whisnu explained there are three consumers- decision in the end: first, they refuse to buy the product, second, delay to buy because they do not need it for now, third, they buy it right at the moment. But the essence point is, whatever the decision, telemarketer have to close the transaction with politeness and be positive even though rejected by prospective consumers.

"Usually if he is not interested, we still have to respond it well. Say thank you or good luck. We will still give a kind of motivational word as well even though he is not interested. If they pending the answer, we will note when we can call them again, and we will inform. Then, we follow up again. If they are already interested, we navigate how to make payment. And if there is any difficulty to send the proof of payment, just send it to our email. " Whisnu said.

"If for example the consumer decided to buy, we just explained them how to purchase and pay for it. Whether they will transfer, or by cash, or want to meet directly with our team after this. We help the consumers to get the product," said Chano. For Chano rejection in telemarketing is very usual, because the purpose of telemarketing is not just basically to sell the product, but to expand the information about the product to prospective consumers or in another words, to make known of the products to people. So most important how the information has been conveyed clearly and detail to prospective consumers. Telemarketer failure is when the prospective consumer does not get the information because the telemarketer could not communicate well and could not describe the product in a good way.

"Just say thank you for their time. Say sorry if somehow we bother their time. No need to apologize actually. Because the purpose of telemarketing is not to sell the actual goods, but to expand the information of the goods, so then we deliver the information in a clear way. For me, telemarketing function is to spread the information of the goods to people and ensure that they received the information well. So if for instance, we have already convey the information to them, buy they refuse to buy, it is okay, we have successfully convey the information to one person. Means advantage for us there is one person who already get information from us. What make it fails is when the consumer does not get information from us and has refused it," said Chano.

4.3. Discussion

9 Through the explanations and experiences presented by all consumers and telemarketing who are interviewed, they all have the same assessment. That a telemarketer should have good communication skills in delivering the product that they offer / sell. Beside the communication skills that must be conveyed with politeness and able to understand the consumer situation whether busy or not, telemarketer should also have the ability to listen well of the feedback from the consumers. Give consumers the right to comment, ask questions, and decide whether to buy or not. This will make the prospective consumers more respect the telemarketers who called them.

Based on the three consumers who participated in the research, they explained that telemarketers who called them actually were good enough to deliver the product information. They generate the consumer needs. That is why the consumers want to purchase the product which sold by the telemarketers. "They are pretty good at communicating the product. Because it is their duty to generate the needs of the consumers. After they have generated the needs, and matches the needs of the consumer, then surely the consumer will buy the product,” said Yoseph.

"At that time, the moment was right. The condition when i was truly need those product, and the telemarketer who called me was polite and i were satisfied with the answer. Because there was also a telemarketer who was not polite and could not answer my question, well of course i doubt to buy,” said Dony.

"My experienced why i wanted to buy the product is because the product suits my needs. Moreover, i like the way the telemarketing offered the product to me at that moment. He gave me a chance and time to decide, to think and consider, he handed it to me, he said please sir let me help. He is more polite in terms of allowing me to say yes or no. I think if the character of all telemarketers like that, I will respect that real person so much, "said Heru.

Dony and Heru’s opinion as consumers who had bought the products from telemarketers stated that they bought the product because at that time they are needed, and the explanation received also details. The telemarketer was also polite, so the consumers are happy to purchase it. Although Yoseph had never bought a product offered by telemarketers, but he also agreed that a telemarketer should generate the needs for the products within the prospective consumer. Tone of voice is also important in the aspect of communication skills of a telemarketer.

"Yes it is actually the tone of voice that indicates whether we really want to establish communication with the people we talk to. It starts with that tone of voice. For example, Javanese people is soft so we have to be soft to communicate with them, if bataknese is mostly like to be straight to the point so we have talk straight to the point with them. So it should be noted. The meaning of tone voice somehow influenced or depends on how the cultural of consumers. If we communicate with Javanese in a loud voice, they will feel negative, if you speak not directly to the point with the bataknese, then they will not get our meaning," said Yoseph.

So, telemarketing should remember that they are the caller, they are in control; they are directing the flow of the conversation. Talk enthusiastically and friendly when calling. Enthusiasm is mostly contagious, injected it in your voice. Make sure it does not sound pushy or mutter. Use influential words. Do not yell and do not talk too fast. If they shout then the sound that comes out will be very loud. Conversely, if they talk too slowly, the consumer will leave them. Telemarketer voice volume should fit. The first few minutes are a vital moment to get the right impression-warm, friendly, sharp and able to communicate effectively. Do not talk too sweet. This talk tone may be good for some industries. However, if telemarketers are trying to sell to an engineer, professional or scientist, they will soon realize how difficult they are to take the telemarketer seriously. In order to build credibility through sound, use low tones and speak slowly. Do not talk like a fifteen-year-old child, telemarketer will lose credibility. Telemarketer also have to avoid to be distorted, a distorted story gives the impression of a distorted thought.

There is also the difference between male and female communication styles. Generally men see the phone as a tool to do business, instead women tend to enjoy using the phone. Men like to give or receive information over the phone in a short, straightforward conversation to the subject, while women tend to like chatting. But, surely, the best method to respond to the person you call is adjust to the style of their communication and the speed of how they communicate.

10 In addition, telemarketers also have to learn to listen critically and comprehensively. To truly listen, is the hardest thing to do as well as the most polite action. Human is too busy waiting for their turn to speak, to tell our experiences and personalities so human never really listens. Listening well becomes important in connecting on the phone. Telemarketing is not only required to listen to sentences that consumers say, but also the meaning behind the sentence. Telemarketers have to catch the vague signs of attraction like the phrase: 'Oh!' or 'Ah' indicating that the consumers are interested in their explanation. By listening critically, you have to work hard when listening. You listen to what the consumer is talking about, analyze it, keep it on your mind and think about what questions you should ask next. Two key skills that must be mastered in order to successfully communicate over the telephone is to hear and understand. Use interesting questions or situation questions to find out consumer situations and identify consumer needs or concerns. After getting the information, telemarketers can explain what benefits are appropriate to help overcome their problems or opportunities to satisfy consumer needs.

In the terms of telemarketing, basically the purpose of telemarketing is not just to sell the products to prospective consumers. But how to make the information about the products can be conveyed clearly and detail to the prospective consumers. It might be the consumers do not need the products we offered today, but if they already know the benefits of the product, then when they need it, they will automatically contact us. So, at least and most important, the information about the products have been conveyed by telemarketer and accepted or understood by prospective consumers. "So actually the goal of telemarketing is not to sell the product or services. But according to me, the value of the successful telemarketing is how consumers who we called can get the point or information that we conveyed. Because a person's purchase decision does not have to be directly on that moment," Chano said.

Telemarketing will find rejection from time to time, and must be prepared to deal with it. Telemarketers must understand what to do, in dealing with rejection from the prospective consumer. Do not respond it personally. Welcome them, in the end they will show interest. Then do not argue with the consumer, agree with them. Ask a probing question to find out why a potential consumer rejects the product that telemarketer offered, Make the rejection specific; remember to dig up information. ask 'why?'. Use a good open-ended question and then explain the balance of benefits. Then, learn from mistakes. According to Rowson (2015: 65), how to handle consumers declines: Do not respond personally. Welcome them, in the end they show interest, do not argue or argue with them, Be in agreement with them, then make it more specific: ask a probing question, provide comparable benefits, remember that you can not win them all. A telemarketer should be able to calm down the atmosphere when the conversation is tense by building familiarity and credibility through a more soft or calm voice. Immediately show them that you are competent by asking the right questions and suits their business. Show also what a telemarketer can do to his or her prospective consumers by introducing the benefits that are appealing and appropriate to the prospective consumer. Be empathize with the needs and fears of consumers. A telemarketer should be able to demonstrate their understanding with the needs of the consumers.

In the end based on this research, telemarketing activity is very effective in promote the product, the product or services which offered is also suits with the consumer needs. It is just the matter of telemarketer that must choose the right timing to call the consumers. Telemarketers should be more understanding. If the consumers are busy, then do not keep on, close the phone while apologizing for already disturbing the consumers. If not busy continue the conversation politely then lead them to the transaction. When the consumers feel the advantages and benefits derived from the products or services offered by telemarketer, then in the same thing, telemarketer will also feel happy to have been able to win the deal from the prospective consumers. The successful telemarketers in winning many deals will make sales increase, benefits the company, and nurture the relationship with the consumers and customers.

5. Conclusion In marketing the product, a telemarketing must awaken consumer awareness of the interests, needs and desires to choose product of the company and delivering clear and detailed information about the products to educate the consumers and make them understand the products, encourage a positive attitude toward the product, and able to influence consumers to buy the products. In the process of telemarketing strategies, companies must maximize the telemarketers skills by trained them to enhance their communication skills so that

11 they are able to deliver the message or information in a good way, excellent about the product knowledge, and have a good tone of voice. Since telemarketing can become a mediator between companies with their target consumers, both in the process of delivering messages and communication related to marketing and promotion directly. It is not difficult to become a lovable telemarketer. By becoming a more strategic telemarketer, criticizing your communication strategy, and enhance your techniques of communication in conveying the message, all the bad possibilities could be minimized. Which thus can conceivably produce a prospect deal that can build the deals and influence organization's benefits, brand, and reputation.

Acknowledgement

I am super thankful to God, who makes me able to finish this. A special thanks to my advisor, Mr. Mohammad Shihab S.I.Kom M.I.Kom, for your guidance, patience, and direction to help me finish this research. I am grateful to have you as my research advisor.

I thank my parents for provided me all that i need during the process of making this thesis.

Big gratitude to Mr. Heru Purwanto, Mr. Yoseph Malute, Mr. Dony, Mr. Chano Benawan, and Mr. Whisnu Anthonius for willingly gave your time to be the informants of this research.

Last, thanks to President University for giving me the opportunity to make this research.

Reference

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12 Subroto, Budiarto. (2011). Pemasaran Industri : Business to Business Marketing. Yogyakarta : ANDI Sumirat & Suryana, Soleh & Asep. (2014). Komunikasi Persuasif. Banten. Universitas Terbuka United States, Jay, J., & Walker, B. (2001). State of the duties payable by vessels of the United States of America, in the ports of Marseilles, Bayonne, L'Orient, and Dunkirk: Published by order of the Honorable John Jay, Esquire, secretary of the United States, for the Department of Foreign Affairs. New-York: Printed and sold by F. Childs and Co. No. 17, Duke-Street.

Thesis: Afiati. (2015). Komunikasi Persuasif Dalam Pembentukan Sikap (Master's thesis). UIN, Yogyakarta, Indonesia. Dewi & Purnama & Andari. Nurmala & Ridwan & Rini. (2010). Pengaruh Direct Mail dan Telemarketing Terhadap Keputusan Pembelian Paket Umrah Raka Tours and Travel (Master's thesis). UPI, Bandung, Indonesia. Krisnawati & Trigartanti, Ita. M. & Wulan. (2016). Telemarketing Sebagai Salah Satu Marketing PR (Master's thesis). Unisba, Bandung, Indonesia.

Journals: Agarwal, R., & Mehrotra, A. (2009). Telemarketing - a bane or a boon for companies? An assessment of Indian customers' attitude and perception towards telemarketing. Journal of Customer Behaviour, 8(3), 257-291. doi:10.1362/147539209x469335 Finne, Å., & Grönroos, C. (2009). Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal of Marketing Communications, 15(2-3), 179-195. doi:10.1080/13527260902757654 Illinois. (1999). Telemarketing. Springfield, Ill.: Secretary of State, Illinois Securities Dept. Marshall, J. J., & Vredenburg, H. (1988). Successfully using telemarketing in industrial sales. Industrial Marketing Management, 17(1), 15-22. doi:10.1016/0019-8501(88)90022-3 Predmore, C., & Bonnice, J. (1996). Finding good telemarketing sales and service people. Services Marketing Quarterly, 14(1), 157-165. doi:10.1080/15332969.1996.9985238 Roman, M. (1983). Telemarketing campaigns that work! New York: McGraw-Hill. Telemarketing as a Relationship-Building Tool. (2017). The Complete Guide to Fundraising Management, 169-182. doi:10.1002/9781119289371.ch10

Website: Telemarketing Marketing | What is Telemarketing Marketing? (n.d.). Retrieved from http://www.marketing- schools.org/types-of-marketing/telemarketing.html

13 A. RESPONDENT DATA 1

Respondent’s Identity : Name : Dony Age : 45 years old Sex : Male Occupation : Project Manager Vico Description : Consumer

Information : The interview was conducted at Mr. Dony's house in Cikarang on Wednesday, November 20th, 2017 at 19.00- 21.00 p.m. Code: P (Interviewer); S (subject) Aspects studied: 1. Sir if i may know, in a month or a week usually how many times you are called by telemarketing to offer services or products? 2. What is the first time you value about the communication of a telemarketer? 3. What is the first thing that you notice or value about the communication ways of the telemarketers? 4. What makes you interested to listen when there is a telemarketing called you? 5. Have you ever been interested and bought the product because of the communication ways of telemarketers is good in terms of promoting their products? 6. How does telemarketing persuade you and in the end you are interested to buy it? 7. What are your opinions or views on how telemarketers communicate in general? 8. Do you have any complaints related with the communication ways of telemarketing? 9. Is there any suggestion to the telemarketing in order to improve their communication skills? 10. According to you what is the most important skills that should be possessed by a telemarketer?

Example of the Coding: A1 aspect 1 A2 aspect 2 A3 aspect 3 A4 aspect 4 A5 aspect 5 A6 aspect 6 A7 aspect 7 A8 aspect 8 A9 aspect 9 A10 aspect 10

B. VERBATIM DATA AND CODING DATA

Line Information Coding P Sir, in a month or a week how many times usually you are called by Telemarketing? S I can be called up to ten times a week A1 P What is the product or services usually offered? S usually they offered me credit card products, bank loans, and cable TV indovision. There are also telemarketer who offered me to raise the credit card limit, offered to pay PLN, and most often I experienced a called from Citi Bank offering loans that could be take by cash in 40 hours. P Sir, what is the first time you value about the communication way of a telemarketer? S Politeness A2

14 P Why it is so important for you sir? S Because if they offer politely, we certainly more open to listen. A2 A3 P From what matters from the way telemarketer communications that you pay attention? S Firstly for me politeness is the most important value. Because if they offer A3 politely, we certainly more open to listen, but if at first he is not polite, not nice, of course we will automatically close the phone, we do not want to be disturbed with the person who would offer something impolitely. P What you notice, for example, the tone of voice, politeness, or the most interesting of the promos on offer, the way of communication and how the way he explained ? S If he explained well and nice then i can accepted . A4 P have you ever been interested in buying a product from a telemarketer? and what products? S Credit card offered from City Bank, they offeed loans with minimal bank interest A5 and quickly to take the money without any warranty or collateral. P Sir interested because the way he explained? S The way he explained and his chance to deliver it. A5 P How does a telemarketer persuade you to buy? S Yeah surely he explained the benefits of the product for us. The way he A6 delivered polite, and at that time I felt the need of the product and I was interested to buy it, but the way he conveyed politely, if not polite and forced us i will definitely close it . P How about the telemarketer who forced to buy? S He insisted me to purchase it, i have said i do not need it for now. But he kept A8 talking and at that time i had many things to do in my work ,then i closed the phone directly. P Oh, so there is kind of telemarketer like that, who called not in the right moment and pushy. S Yes, the timing was not right and he was pushy. A8 P When was usually telemarketing called you? Is it in the morning, afternoon or evening? S In the morning, afternoon, before break time, there was ever after break time or A8 at 4 or 5 p.m. P According to you, what are the appropriate time for the telemarketers to call? S In the break time 12 or 13 p.m. or after finished work at 16.00 – 17.00 p.m. P And then, do you have any complaints related with the communication ways of A8 telemarketing ? S Sometimes he did not really understand the product, what he offered. So when i A8 have some questions to ask, his answered made me not satisfied and hesitate to buy the product. He did not master about the product he offered. For example they answered: well so far, that is all I know. Or oh can not sir, because there is such a thing. That kind of answers made me less satisfied. When i am not satisfied means i do not interested anymore. P Oh, so there are also kind of telemarketers who could not explained the product well? S Yes, there are telemarketers who could not explained well. Their explanation A8 made me not satisfied. P Can i know how the words he said that made you not satisfied? S For example they said, “oh so far that i know only that sir.” Or “can not sir A7 because the type of promotion is only this or that...” and so on. That kind of answers made me not satisfied enough. If i am not satisfied then i am not interested.

15 P Do you have any suggestions to telemarketing to improve the communication ways? S Yes, the first, please master the products that are offered, means the description A9 of the product itself. Because they have to convey in good and polite ways, not to impose their will. That makes people they offered more respect them. So maybe we changed our mind and wanted to buy it because there is such politeness and respect. P So from all of it the thing, what is the thing that impressed you the most ? S Still, politeness. A10 P Then, relate to the prdouct that you have bought from Citi bank. What was the reason you wanted to buy that product? S At that time, the moment was right. The condition when i was truly need those A9 product, and the telemarketer who called me was polite and i were satisfied with the answer. Because there was also a telemarketer who were not polite and could not answer my question, well of course i doubt to buy. P Okay Sir, thank you for your time.

B. RESPONDENT DATA 2 Respondent’s Identity : Name : Heru Purwanto Age : 50 years old Sex : Male Occupation : Senior Manager Astra Description : Consumer

Information : The interview was conducted at Mr. Heru's house in Cikarang on Wednesday, November 07th, 2017 at 19.00- 21.00 p.m. Code: P (Interviewer); S (subject) Aspect Studied: 1. Sir if i may know, in a month or a week usually how many times you are called by telemarketing to offer services or products? 2. What is the first time you value about the communication of a telemarketer? 3. What is the first thing that you notice or value about the communication ways of the telemarketers? 4. What makes you interested to listen when there is a telemarketing called you? 5. Have you ever been interested and bought the product because of the communication ways of telemarketers is good in terms of promoting their products? 6. How does telemarketing persuade you and in the end you are interested to buy it? 7. What are your opinions or views on how telemarketers communicate in general? 8. Do you have any complaints related with the communication ways of telemarketing? 9. Is there any suggestion to the telemarketing in order to improve their communication skills? 10. According to you what is the most important skills that should be possessed by a telemarketer?

Example of the Coding : A1 aspect 1 A2 aspect 2 A3 aspect 3 A4 aspect 4 A5 aspect 5 A6 aspect 6 A7 aspect 7 A8 aspect 8 A9 aspect 9

16 A10 aspect 10 B. VERBATIM DATA AND CODING DATA Line Information Coding P Sir, if i may know, how many times usually telemarketing called you in a month or a week ? S 4 times a week. A1 P When was usually telemarketing called you? Is it in the morning, afternoon or evening? S They usually called me at 10 a.m. or 11 a.m. in the morning . A1 P have you ever felt disturbed with that? With your meeting or other else maybe? S Sometimes yes, but in some occasion no. Depends on the condition. A1 P So, have you ever get interested to purchase the products offered by telemarketer? S Yes, from CIMB. In the form of borrowinf money 0%, and at that moment i A4 needed the money, so i take it. P Then, usually telemarketing from what kind of type of products or services who are usually called you sir? S Credit card, loans without collateral, insurance, holiday packages . A4 P What is the first thing that you noticed from the communication ways of telemarketing? S They are usually from the way of calling and greeting is predictable. Good Day A2 Mr Heru Purwanto. When I heard that, I already know that it is from telemarketers. Because of formal communication, and mention my name completely. So I definitely know it is telemarketing. P Sir, what is the first time you value about the communication way of a telemarketer? S Politeness A3 A8 A9 P From the way of the telemarketer’s communicate, what makes you wanted to purchase the products offered? S i like the way the telemarketing sold the product to me at that moment, he gave A4 me a chance and time to decide, to think and consider, he handed it to me, he A5 said please sir let me help. He is more polite in terms of allowing me to say yes or no. I think if telemarketers like that, I respect that real person so much. P So, politeness is the things that you value the most is not it? S Yes ,politeness. And willing to listen. Not keep on talking. A2 P And, at that moment does he led you to the transaction until the process to purchase the service or product, sir? S Yes, he gave a good and satisfied services. Complete information, and gave me A4 time to decide to say yes or no to buy the products he offered. A5 P And how about the benefits of the product? Do you got the benefits of the product as the same as what he said? S Yes, it is the same as what he said to me. A5 P How was the communication way of the telemarketing persuaded you to buy the product? S The benefits first whether interesting or no, if interested then he explain more A6 deeply. So their communication is structured. The mastery of the product is also A8 clear and detailed. If telemarketers are doubtful about the product, yes I certainly would not listen. P How is your point of view about telemarketing? Is it positive or negative? S I tend to be negative. Because i have experienced called by telemarketers who A7 always talk. A8 P Then, do you have any complaints to telemarketing beside that?

17 S Actually they should make a phone call during the break time, or finish working A8 hours at 16:00 or 17:00 p.m. Because in the morning we are busy with several A9 meetings or somehow we waited for the phone from our clients. P Do you have any suggestion for telemarketing to improve their communication ways? S They are talking to people, so they have to understand. They have to give us a A9 chance to talk, chances we decide to buy or not, do not be forced to buy. My A10 suggestion they offer a question: sir there is not a company that dare to give the price of this line with the profit of this line. So that is their chance to bring consumers to think far and more. Because what they offer to us is not necessarily something we need too, but by offering that question, it can make consumer change his mind to buy. It is also important to understand consumers and listen to us. P What is the important skills that telemarketing must possessed? S First, politeness. And then they have to be understanding, a good product A10 knowledge, and able to listen well.

C. RESPONDEN DATA 3 Respondent’s Identity : Name : Yoseph Malute Age : 45 years old Sex : Male Occupation : Project Manager Nokia Description : Consumer

Information : The interview was conducted at Mr. Heru's house in Cikarang on Wednesday, November 07th, 2017 at 21.00- 22.00 p.m. Code: P (Interviewer); S (subject) Aspect Studied: 1. Sir if i may know, in a month or a week usually how many times you are called by telemarketing to offer services or products? 2. What is the first time you value about the communication of a telemarketer? 3. What is the first thing that you notice or value about the communication ways of the telemarketers? 4. What makes you interested to listen when there is a telemarketing called you? 5. Have you ever been interested and bought the product because of the communication ways of telemarketers is good in terms of promoting their products? 6. How does telemarketing persuade you and in the end you are interested to buy it? 7. What are your opinions or views on how telemarketers communicate in general? 8. Do you have any complaints related with the communication ways of telemarketing? 9. Is there any suggestion to the telemarketing in order to improve their communication skills? 10. According to you what is the most important skills that should be possessed by a telemarketer?

Example of the Coding : A1 aspect 1 A2 aspect 2 A3 aspect 3 A4 aspect 4 A5 aspect 5 A6 aspect 6 A7 aspect 7 A8 aspect 8 A9 aspect 9

18 A10 aspect 10 C. VERBATIM DATA AND CODING DATA

Line Information Coding P Sir, if i may know, how many times usually telemarketing called you in a month or a week ? S Oh a lot, maybe two times or more in a week . A1 P What is the product or services usually offered? S So actually at the first time, i did not know that i were called by telemarketers so A1 at that moment i raised every called from telemarketers. They mostly offered A5 me credit card, promo from credit cards and the benefits, and loans without collateral. P So, have you ever purchase the product or service offered by telemarketing? S From all that they offered me, none of the product or service that i buy. A5

P Hmm, have you ever felt interested to buy the product because of their way of communication? S Yes, some of them, their communication skill are good. But, because at that A5 moment i do not need those product that they offered because basically i have A6 already those product. So, i did not buy the product.

But if from the way they say very well because they may have been trained how they direct someone to be interested in their product. then second, how they described their product are very good. But indeed I already have my blocking that I do not need that product for now.

P What is the first thing that you noticed from the communication ways of telemarketing? S Their communication way directed the potential consumer to something they A2 really want to convey, and expected the consumer to be interested, so that the A3 consumer will buy. The one who previously felt no need so felt the need. Because their methods bring there, promote or sell their products. P But one simple thing such as politeness or the tone of his voice or maybe something else? S Oh i think politeness is good. But the important thing is the tone of voice that A3 also matters. Because generally the tone of voice itself, if it is nice, then could made consumers willing to listen to their explanation. P Have you ever been called by telemarketing who insisted you to buy? S Hmm, so far i never been called by telemarketing who insisted me to buy, but there are telemarketers who insisted me to listen to their explanation in the busy moment. P What makes you interested to listen to the explanation of the telemarketers? S I am interested to hear about the product information they offered, because it A5 actually adds to the knowledge of the consumer. P How does the telemarketer persuade you? S They are pretty good at communicating the product and its benefits. Because it A6 is their duty to generate the needs of the consumers. Because after they have generated the needs, and matches the needs of the consumer, then surely the consumer will buy the product.

P how do you view telemarketing communications? S They are good enough in communicating the product. Because it is their duty is A7 to generate needs in the consumer. Because if it has generated the need, and A6 matches the needs of the consumer, the product will surely be sold. Although in

19 fact he would first describe the product information, and arouse the needs of the consumer, then sell. If sold immediately without generating needs, consumers will not buy. P Do you have any complaints with telemarketer communications during the call? S There are some telemarketers who are too pushy try to direct without try to A8 listen. For example I am in a busy condition, and have meeting, suddenly they called me. They talked more without giving me a chance to explain that i am so busy. And finally I closed the phone directly. P do you have suggestions for telemarketers to improve their way of communication? S First they need to listen us, sometimes we already have that product. But A9 sometimes because they have been trained to provide as much detail information as possible, eventually the consumer often feel this like forced. So they have to listen the feedback from us. That's important too. Because usually there is already a negative stigma against telemarketers. P So not from the way they communicate but from the way they hear that need to be improved yes? S Ya, They also need to hear feedback from us. That is important too. Because A9 there is already a negative stigma against telemarketers. P What is an example of negative stigma? S Because too much force. Now there are also a lot of applications that try to A8 block incoming calls from telemarketers. there are applications that contain certain numbers that have been entered on the internet, this is telemarketing number. So when we see, oh this telemarketing number, we can directly reject it or accept it, it is up to us. P According to you from many important things that must be owned telemarketers, what is the most important one? S A telemarketer must have a good communication skill to describe the product in A10 clear and detail, and i think a good tone of voice is also important to make the potential consumers willingly listen to their explanations. P Is there any telemarketer who is not clear about their explanation of the product? S Yes, sometimes for example the product of insurance, they forgot to explain A10 about the benefits. so because of the uncertainty that adds to the paradigm of people that insurance is not important. Because although some people realize that insurance is important, but there are people who do not need insurance. And it makes them less willing to buy it. P Why a simple thing like tone of voice affect consumers to buy? S Yes it is actually a tone of voice indicates whether we really want to establish A9 communication with the people we talk to. It starts with that tone of voice. For A10 example, Javanese people is soft so we have to be soft to communicate with them, if bataknese is mostly like to be straight to the point so we have talk straight to the point with them. So it should be noted. The meaning of tone voice somehow influenced or depends on how the cultural of consumers. If we communicate with Javanese in a loud voice, they will feel negative, if you speak not directly to the point with the bataknese, then they will not get our meaning.

D. RESPONDENT DATA 4 Respondent’s Identity: Name : Chano Benawan Age : 28 years old Sex : Male Occupation : Staff Telemarketer Description : Telemarketer

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Information : The interview was conducted at CBN Company in Cikarang on Monday , November 29th 2017 at 16.00- 17.00 p.m. Code: P (Interviewer); S (subject) Aspect Studied: 1. How long have you worked as a telemarketer? 2. How to start a conversation with the consumer? 3. How to know and assess whether buyers are interested in buying or not? 4. How to motivate buyers to buy products? 5. How to persuade consumers to buy products? 6. How to explore situations or conditions that are in need by consumers? 7. How are the order when calling consumer? 8. How is the communication ways to introduce products to consumers? 9. How to end and close the transaction? 10. How to deal with rejection? 11. How about the telemarketers who are not good in their communication ways? 12. How to handle difficult or angry callers? 13. What are the words or phrases to avoid when calling the consumer? 14. What are the reasons of the consumers tend to be negative towards the products offered? 15. How to respond to negative reasons to buy? Example of the Coding : A1 aspect 1 A2 aspect 2 A3 aspect 3 A4 aspect 4 A5 aspect 5 A6 aspect 6 A7 aspect 7 A8 aspect 8 A9 aspect 9 A10 aspect 10 B11 aspect 11 B12 aspect 12 B13 aspect 13 B14 aspect 14 B15 aspect 15 D. VERBATIM DATA DAN CODING DATA Line Information Coding P How long have you been as a telemarketer? S I have been two years as a telemarketer. B1 P How to initially start a conversation with a consumer? S First we say greetings, after that we introduce ourselves from where, and the B2 purpose. Try not too long-winded, directly to what purpose. So start by saying good day. after that say the name, from what company. The point should be clear. Because the more clear, then people will be more convince to receive our call. After that just point out what our purpose. P how do you evaluate if consumers are interested to buy or not? S From their feedback to us. B3 P So how do you motivate consumers to buy that product? S I usually mention the functions and benefits of what the product first, then the B4 benefits for the buyer. We tell them the reason why it is so important for them to have this product. From there we can make them interested to buy the product. We give a comparison with the same product, but different in advantages. P How do you persuade the hesitant consumer to be sure to buy?

21 S We must understand very well with the goods we sell. So if there is a consumer B5 who hesitate, we will give more reason why they should buy. We compare the comparison with the same product, what are our product advantages. P How to explore the situation and conditions that consumers need? For example what does this consumer need? So that our talk is right on target. S Actually at the beginning telemarketers will not know what the consumer B6 need, because we do not look in the face. That is a bit difficult for telemarketers. Only from the tone of consumer’s voice can be judged. Based on my experience, if the consumer is interested, they will talk. Because if for example we offer him one product, and the person is interested he will definitely ask again, well from his feedback directly we can know what this person needs. If we offer one product and they say no, it means they do not need it. we can not insist them. We offer people to buy instead of forcing people to buy. If people do not need then do not have to be forced. Usually if people are interested even if a little, there must be more feedback from them like asking questions. P Meaning that a telemarketer should focus to listen to the consumers, is it? S Yes, because telemarketing is suppose to be like that. Unless we are marketing B6 a face-to-face promotion we can still see his facial expressions or body gestures. Usually if the consumer really needs it he will definitely ask again. P How is the sequence when calling a consumer? S Raise the phone and make the dial. Then after they have answered greet them. B7 Because people will feel annoyed if we do not greet them first. Then, introduce name and company name, then explain our purpose and our product. Then we wait for their feedback. If they ask something we have to answer it. They mostly ask about the function of our product, or why it is so expensive. Then we give a comparison with the same product, but different benefits. The point is, whatever the questions from consumers we have to answer it. Avoid to say i do not know. P How do you communicate to introduce the product? S To introduce the product we must first understand what our product is. B8 Product knowledge must be clear. Understand correctly from A to Z. Explain by telling what is the product, function, benefits, after that then the price. P How to end and close the transaction ? S If for example the consumer decided to buy, we just explained them how to B9 purchase and pay for it. Whether they will transfer, or by cash, or want to meet directly with our team after this. We help the consumers to get the product. P Then how do you handle rejection, if consumers do not want to buy? S Just say thank you for their time. Say sorry if somehow we bother their time. B10 No need to apologize actually. Because the purpose of telemarketing is not to sell the actual goods, but to expand the information of the goods, so we deliver the information. For me, telemarketing function is to spread the information of the goods to people and ensure that they received the information well. So if for instance, we have already convey the information to them, buy they refuse to buy, it is okay, we have successfully convey the information to one person. Means advantage for us there is one person who already get information from us. What make it fails is when the consumer does not get information from us and has refused it. P So if the buyer does not want you do not persuade him again? S Yes, because the more we persuade the more they refuse. Later even damage B5 the image of our own products and company. B12 P Then how do you think about telemarketer’s communication who is less good? S The unfavorable telemarketers are the one who forced to buy their products, B11

22 and telemarketers who unable to deliver their products in a clear way. He has not understood the details. And the use of language is not clear. The goal is just to convey information, purchase decision depends on the consumer. We can not force it. P How to deal with angry consumers? S I think if you have experienced such a consumer like that, better do not push B12 him again because later the image of the products and company are ugly. P Are there any words telemarketer should avoid if you are calling a consumer? S The words that should be avoided are the impolite, rude, slightly intimidating B13 words, such as "must". The imposing words must be avoided. P Are there any buyers who have negative attitude first with the product you offered? S If you meet the same consumer just like that, back again we must explain the B14 advantages, what are the advantages of our products. For example, even if our product is not good or less, then we should look for other advantages, who can still compete with other products, and explain to consumers. P How many deals did you win? S Many, can be hundreds also per year. P But have you ever experienced rejection? S Yes, I have experienced a lot of rejection as well. Because it is basically so. P Are there any words that can change consumer attitude? S Not really, actually depends on our offer, and the way we offer it. B15 P So what was your message when you called? S I return again to the function of the product / service in the offer. Explain that B15 the product is there, what profit, and its benefits for consumer life. P Then what is their positive reaction to your communication? S They will felt more clear and shared more about their experience, oh, I have B3 used this product too, but not good. So they are more clear about their B15 experience.

E. RESPONDENT DATA 5 Respondent’s Identity : Name : Whisnu Age : 42 years old Sex : Male Job : Manager marketing Description : Telemarketing Information : The interview was conducted in President University Office in Cikarang on Friday , November 12th 2017 pukul 14.00- 15.00 p.m. Kode: P (Interviewer); S (subject) Aspek Studied : 1. How long have you worked as a telemarketer? 2. How to start a conversation with the consumer? 3. How to know and assess whether buyers are interested in buying or not? 4. How to motivate buyers to buy products? 5. How to persuade consumers to buy products? 6. How to explore situations or conditions that are in need by consumers? 7. How are the order when calling consumer? 8. How is the communication ways to introduce products to consumers? 9. How to end and close the transaction? 10. How to deal with rejection? 11. How about the telemarketers who are not good in their communication ways? 12. How to handle difficult or angry callers?

23 13. What are the words or phrases to avoid when calling the consumer? 14. What are the reasons of the consumers tend to be negative towards the products offered? 15. How to respond to negative reasons to buy? Example of the Coding : A1 aspect 1 A2 aspect 2 A3 aspect 3 A4 aspect 4 A5 aspect 5 A6 aspect 6 A7 aspect 7 A8 aspect 8 A9 aspect 9 A10 aspect 10 B11 aspect 11 B12 aspect 12 B13 aspect 13 B14 aspect 14 B15 aspect 15 E. VERBATIM DATA DAN CODING DATA Line Information Coding P how long have you experienced in telemarketing field? S I worked as a marketing for about 8 years, as a self-taught telemarketing about B1 6 years. P Usually how you started a conversation with a customer? S Greet them first, then introduce ourselves who, and our company. So we B2 prioritize from the consumer side, if it is all facilitated, then we come to our needs. The scholarship will be taken or not. If not the reason why P How do you know if the buyer is interested in buying or not? S First, from the way they welcomed our call is already visible. The excitement of B3 the customer towards what we said. Even from the very first moment when we greeted them, it could be seen. Second, how they want to ask questions. Is there any feedback or no. Usually if the answer is Just a ‘yes’ or ‘no’, usually it was because he wanted to end the call immediately. It was a sign to said he has no interest. P How did you motivate consumers to enter PU? S It is easiest to relate with them the way I introduce myself as a PU alumni. B4 Then I shared to them the positive impact i got during my study in PU and after graduated from PU. Then, i usually try to make them focus to find what they need, not what they want. After that, i told them the benefits that they can get in PU that is not exist in other universities. not vilify other universities, but I explore more. P How is the sequence when calling a consumer? S Greet them first, then introduce ourselves who, and our company. So we B7 prioritize from the consumer side, if it is all facilitated, then we come to our needs. The scholarship will be taken or not. If not the reason why.

P How to know the consumer’s needs? S We asked them whether they already have or have not received the B8 scholarship information through email. If there were questions about scholarships and PU we answered. Because in PU use english so maybe he or she was afraid. We gave motivation so that he/ she would not afraid. P How did you close or end the transaction? S Usually if he is not interested, we still have to respond it well. Say thank you or B9

24 good luck. We will still give a kind of motivational word as well even though he is not interested. If he is pending, we will note when we can call them again, and we will inform. Then, we follow up again. If they are already interested, we navigate how to make payment. And if there is any difficulty to sent the proof of payment, just send it to our email. P How did you dealt with the difficult or angry consumers? S If the consumer is angry, find out what the problem is. If the error is in B12 telemarketing, then immediately apologize. But if the error is in the consumer because of lack of understanding and misunderstanding, explain again the truth so as not to misunderstand again and we find a solution to help him. P Then how do you think about telemarketer’s communication who is less good? S If for example he was not interested in the conversation, our emotional tone B11 changed as well became softer. Because at that moment we positioned ourselves as somebody who needed them to informed them about the scholarship. Second, I just described the product, without connected it to President University. For example the child was afraid of english but in PU use english. well I said, english is not difficult, even nowadays it is very needed in our life. P Are there any words telemarketer should avoid if you are calling a consumer? S do not immediately say can not against the desire of the consumer, the word B13 that makes the impression of force, a condescending word, rough words. P How telemarketers should respond to the negative stigma of the consumers? S Actually if we greet them well, polite, they would want to hear. But if they B15 were busy, well we would call them again. So we explain first to their needs, let them hear. P Okay, thank you. S You are welcome.

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APPROVAL SHEET

The Journal entitled “The Art of Persuasive Communication of Telemarketing on Phone Usage: A Phenomenology Approach” that has revised by Noyanta Luga majoring in Public Relations from the Faculty of Communications was assessed and approved to have passed the Oral Defense of February 20th, 2018.

Anasthasia Citra, S.Sos., M.Si Content Examiner

Dindin Dimyati, S.Sos., MM Methodology Examiner

Mohammad Shihab, S.I.Kom., M.I.Kom Advisor

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