直复营销概述.pptVIP

?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 32 Important Principle #4: The customer experience must be EASY 重要原则4：顾客（客户）购买过程必须便捷 1.? Easy to respond 易于响应 2.? Easy ordering and fulfillment 易于订购和实现订单 “Easy” is a very important word in direct marketing “容易”是直复营销中的一个重点词。 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association Tell them how to respond 教给顾客如何响应 “Call and we will help you make the best decision and answer your questions. It’s faster and we will send you free information. It’s easy and the call is free.” “现在就拿起电话吧，我们将会帮助你做出最好的决策，并回答您的问题。现在打 电话最快捷，我们同时将为您 送上免费的信息。操作简便，电话免费。” 33 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association Make it easy to order 方便顾客订购 ?? Free call phone number and web address on every catalog page – Easy to find 便于寻找--在每页目录上都有免费咨询电话号码和网址 34 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association 35 Inbound Telemarketing/ Telephone Responses 呼入电话营销/电话响应 ?? What is the advantage of taking orders by telephone? 通过电话订购的好处是什么？ ?? Answer questions and overcome objections 直接回答客户的问题，并且打消了疑虑 ?? Customize the conversation to the caller 按顾客的具体需求有针对性的回答 ?? Make it quick and easy for the customer to respond 能够使顾客响应更加便捷 ?? Up-sell and cross-sell customers by suggesting extra offers or related products 通过提供额外的诱因或者相关 产品向客户追加销售、交叉 销售 Ways to respond 响应的方式 ?? Give them more than one way to respond 向顾客提供两种以上的响应方式 ?? Often better to have 24 hour ordering 提供24小时服务。 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. 36 ?1998-2010 Smith Browning Direct, Inc. All Rights Reserved. Direct Marketing Association Be ready for response in all channels 为响应做好准备，保证 各个渠道的畅通 ?? Easy for customer who wants to order online 便于顾客进行网上订购 ?? For c