Como hacer telemarketing con exito: Tecnicas para aumentar Ventas y ganancias

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Product Details

  • ISBN-13: 9788475773919
  • Publisher: Ediciones Granica, S.A.
  • Publication date: 12/28/1995
  • Language: Spanish
  • Pages: 352
  • Product dimensions: 6.16 (w) x 9.10 (h) x 0.89 (d)

Table of Contents

Prologo 13
Introduccion 15
Capitulo 1 El Alcance Del Telemarketing 19
El crecimiento del telemarketing 20
Definicion de telemarketing 22
Segmentacion 23
Lo que el cliente realmente quiere 23
Historias de telemarketing con exito 25
Una clasica historia tipo 28
Capitulo 2 Aceptacion del telemarketing proactivo por el consumidor 35
Un estudio que marco un hito 36
Resultados de la encuesta Wyman 37
Conclusion 50
Capitulo 3 El Centro de Respuesta GE 51
La sede del Centro de Respuesta GE 52
La genesis del concepto 57
La creacion del banco de datos 58
Formando a la gente 61
Criterio de contratacion 62
El programa de entrenamiento del Centro de Respuesta GE 64
Actitud del representante 66
El entorno y la motivacion 68
Prueba de rendimiento 72
La promocion del Centro de Respuesta GE 76
El exito del Centro de Respuesta GE 81
Posibilidades de emulacion 81
Capitulo 4 La Red Del Centro de Ventas AT&T 83
Creacion del sistema en red 84
Division negocios 87
Division para el consumidor 88
Atencion de cuentas 92
Promociones 92
Administracion del centro 96
Recursos humanos 100
El uso de guiones 101
El exito del telemarketing 102
Capitulo 5 El Telemarketing En El Proceso Publicitario 103
El telemarketing y la publicidad en las Paginas Amarillas 104
El telemarketing y la publicidad en television 107
El telemarketing y los programas de compra desde el hogar 112
El telemarketing y la radio 113
El telemarketing y la publicidad impresa 115
El telemarketing y los catalogos 120
Guias especificas de exhibicion de la Linea 800 126
El telemarketing y el correo directo 128
El telemarketing y los productos envasados 129
Capitulo 6 El Telemarketing en el Proceso de Promocion de Ventas 133
Promociones usando la Linea 800 134
Promociones usando la Linea 900 145
Aplicaciones de la Linea 900 147
Involucrando al cliente potencial 152
Capitulo 7 El Telemarketing en el Proceso de Venta 155
El fenomeno 80/20 155
Tiempo de venta 156
Las aplicaciones mas importantes del telemarketing 156
Como obtener nuevos clientes 174
Programas de generacion de indicios 174
Capitulo 8 El Telemarketing en el Proceso de Reunion de Fondos 189
Principios basicos para la reunion de fondos 190
Aplicacion de los principios para la reunion de fondos 192
Aplicaciones para organizaciones filantropicas 204
La reunion de fondos y la Linea 900 207
Capitulo 9 La Creacion Y Conservacion De Un Banco De Datos 209
La creacion de un banco de datos basico 212
Reunion de informacion 214
Manejo de la informacion 216
Otras aplicaciones de los bancos de datos 226
Capitulo 10 Como Hacer Investigacion De Mercado Por Telefono 233
Oportunidades de investigacion en el momento de la venta 233
Como obtener inteligencia a traves de encuestas 235
Como conducir una encuesta telefonica 239
La investigacion telefonica computarizada 246
Algunas reglas practicas 248
Capitulo 11 Las Matematicas Del Telemarketing 253
El uso de normas 254
La proporcion de llamadas favorece al telemarketing 259
Comparaciones de costes 259
Como atacar el problema de la cuenta marginal 268
La creacion de un sistema de medicion 270
Capitulo 12 Telemarketing Y Entrenamiento 273
Los siete pasos del proceso de ventas 275
La aplicacion del proceso de los siete pasos 277
La simulacion: una herramienta clave para la ensenanza 279
Monitoreo 291
Capitulo 13 Tomando La Decision: Telemarketing Interno O Contratado 293
Tipos de organizaciones de servicios de telemarketing 293
Tendencias y relaciones del telemarketing 295
Metas realistas del telemarketing 307
Lista de verificacion para contratar una organizacion de servicios de telemarketing 309
El futuro del telemarketing 310
La clave del exito 311
Apendice 315
Planillas de trabajo y formularios de analisis 315
Guia para la practica del marketing telefonico 325
Glosario 329
Glosario De Terminos De Telemarketing 329
Indice Tematico 345
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