| Summary: | 碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 94 === The penetration rate of the mobile phone in Taiwan has been increasing since the privatization of telecom sector. Local service providers are creating more and more services in order to enhance people''s dependence on mobile phone. Under such circumstances, many corporations started selling their products through phone service. This research aims at finding the sales skills involved in the telemarketing process in order to increase the successful rate of telemarketing.
This research has abstracted the key success factors of direct marketing through studying the related researches. The sales interactions contents are categorized and encoded by verbal behavior skill. We analyzed the simultaneous recordings, both successful and failed cases. Then, we used data mining technologies to find out the relevant factors. Our goal is to improve the hit rate of telemarketing.
We found that there is no obvious difference to cause more successful cases between the different genders of phone sales representatives and the different gender sale strategies. In the sentential structure of telemarketing revealed that the communication skill and efficiency should be improved in order to guide the circumstance from ‘Opening’ to ‘Products Introduction’. Once in the products introducing phase, phone sales representatives should perceive the essentials of the questions and clarify the understanding between each others to guide the circumstance to ‘Trail Close’, which is the prelude of ‘Close’. When meet the ‘Objection Handling’ circumstance, the phone sales persons should render understanding properly to reveal a good will for communication.
|
|---|
