Telesales Manual

£25.00 (ex VAT)

Many UK businesses have recognised the potential of telesales yet many still lose business worth millions of pounds every year by mishandling telephone calls.

The days when business owners, directors and managers just put someone on the telephone to sell something or get appointments are long gone.

The customer is far more sophisticated today, demands are even greater on our time and many people are trying to get through to decision makers.



This means that in order to win more business through the telephone you will need to have:

  • Professionalism
  • An excellent knowledge of your products and services
  • An awareness of your customer’s needs and wants
  • Superb skills in managing communications
  • The ability to build rapport quickly and effectively
  • Persistence

This manual provides telephone executives with all the fundamental skills and techniques they need to become successful in all interactions via the telephone.

It can be read and used as a book, a self-learning tool, or a reference guide. It can be used by individuals to increase their skills and knowledge, trainers to help produce training sessions or by managers for meetings and staff training. It is a mixture of information, practical exercises, self analysis questionnaires and case studies.

Below is a summary of this 150 page training manual.

What is Telesales

Why has Telesales Grown

Where Does Telesales Fit into Your Business

  • Telesales and Direct Marketing
  • Direct Response Advertising
  • Selling Goods off the Page
  • Mail Order
  • Direct Mailings
  • The Internet and e-commerce
  • Telesales

How Can Telesales be Used


  • Enquires and Order Taking
  • Help/Care Lines

Opportunity Sales

Getting and Updating Customer Information

  • Selling Your Products or Services by Telephone
  • Lead Generation
  • Sales Support
  • Sales Support/Customer Account Management
  • Market Research
  • Database Building

Benefits of Using the Telephone as a Sales and Marketing Tool

Disadvantages of Using the Telephone as a Marketing Tool

How do you Feel About the Telephone

What do People Want from Us on the Telephone

  • Selling
  • Customer Service

What Customers Want When we Contact Them

Answering the Phone

  • The First 30 Seconds

Telephone Service Standards

Telephone Impressions

  • Factors Affecting Telephone Performance
  • Behaviour
  • Knowledge and Skills Environment
  • Clarity

Creating the Right Impression

Testing your Telephone Etiquette

Words to Avoid with Customers

Words to Use with Customers

Planning to be Successful

Nine Steps to Successful Selling via the Telephone

Success at Controlling Time

  • Setting Objectives
  • CROW

The 6 Cylinders of Successful Selling

Developing your Product Knowledge

Receiving and Making Calls

Communication via the Telephone

  • Active Listening
  • Barriers to Active Listening

Language and Meaning

Phonetic Alphabet

Jargon and Meanings

Prospecting for Success

  • Prospecting Plans
  • Calculating the Workload

The Outbound Sales Call

  • Planning the Call
  • The AIDA Model
    – Attention
    – Interest
    – Desire
    – Action

Opening the Call Effectively

  • Getting Past the Gatekeeper
  • First Impressions Last
  • Opening Statements

The Sales Process

  • Opening the Call
  • Building Rapport
  • Identifying Needs
  • Presenting your Service or Product
  • Handling Objections
  • Closing the Sale

Why people Buy

  • Rational Needs
  • Emotional Needs

Buying Signals

  • Identifying Buying Signals
  • Selling Additional Products and Services

The Inbound Call

The Outbound Call

When Things go Wrong

  • How do You Feel
  • Turning Problems into Opportunities
  • How to Handle Complaints
  • Complaints are Good Opportunities

Assertiveness in Telesales

After Sales Service

Staying Positive

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