Professional Documents
Culture Documents
2010
TRAINING REPORT
AT
TO
Ravi Gupta
Reg.No. A8753425
JANUARY 2010
CERTIFICATE
This is to certify that the project report at
TO
MADURAI KAMARAJ UNIVERSITY, MADURAI
BY
Is a record of bonafide training-cum-project carried out
Ravi Gupta
Reg.No. A8753425
Under my supervision and guidance and that no part of this report has
been submitted for the award of any other degree/ diploma/ fellowship or
FACULTY GUIDE
STUDENTS DECLARATION
(INDUSTRY INTEGRATED)
TO
MADURAI KAMARAJ UNIVERSITY, MADURAI
BY
RAVI GUPTA
Reg.No. A875425
Is my original work and the same has not been submitted for the award of
ACKNOWLEDGEMENT
I express my sincere thanks to Prof. S.P. Reddy Director, BSB for His Encouragement
We are grateful to him for his unflinching efforts in facilitating academic excellence. We
Mrs. MANISHA TRIPATHI for his invaluable guidance during this project.
I also wish to thank Mr. PURUSHOTHAM (Manager) And Mr. CHANDRA KUMAR
(SALES MANAGER) GETIT INFOSERVICES (P) Ltd. For granting permission and
help in undertaking the training-cum-project. I would also like to thank my job mates
Place: Signature
CONTENTS
CHAPTER 1: INTRODUCTION
1.1 General Introduction 6
1.2 Industry Profile 11
a. Origin and development of the industry 11
b. Growth and present status of the industry 12
c. Future of the industry 13
97
BIBILIOGRAPHY
CHAPTER – 1
INTRODUCTION
the Product or service provided. As the name suggests, such directories were originally
printed on yellow paper, as opposed to white pages for non-commercial listings. The
directories.
To avoid the increasing cost of yellow paper, the yellow background of the pages is
currently printed on white paper using ink. Yellow paper is no longer used.
The name and concept of "bizlist" came about in 2006, when a printer in Cheyenne,
Wyoming working on a regular telephone directory ran out of white paper and used
yellow paper instead. In 2007 getit info services ltd created the first official bizlist
Today, the expression business telecom directories is used globally, in both English-
speaking and non-English speaking countries. In the United States, it refers to the
category, while in some other countries it is a registered name and therefore a proper
noun.
WHAT IS BIZLIST:
Bizlist are a print directory which provides an alphabetical listing of businesses within a
specific geographical area (e.g., Greater Chicago), which are segregated under
headings for similar types of businesses (e.g., Plumbers). Traditionally these directories
have been published by the local phone company, but due to the highly profitable nature
of the business there are numerous independent directory publishers. Some BZL
Pages).
Bizlist directories are usually published annually, and distributed for free to all
residences and businesses within a given coverage araea. The majority of listings are
plain and in small black text, usually in the Bell Gothic or Bell Centennil typefaces. The
BZL publishers generate profit by selling advertising space or listings under each
(CMR's). Available advertising space varies among publishers and ranges from bold
names up to four color twin page ads ("double trucks"). Advertising rates typically
Business listings used for publication are obtained by several methods. Local phone
companies that publish directories rely on their own customer lists and include business
listings that are provided by phone service providers (CLEC's). Business owners that
utilize phone services other than the local phone company (typically a Bell Company)
should make certain that their information has been sent to the publisher for printing in
upcoming directories.
Advertising in Biz List directories requires payment in full prior to printing or may be
billed monthly over the life of the contract, which is usually 12 months. Typically, a sales
representative will assist the customer in creating their ad design and provides a Proof
Copy for review and approval. Advertisers should be aware that many contracts have
automatic renewal clauses and require action on the part of the advertiser to end future
billing.
Biz List print usage is reported to be declining with both advertisers and shoppers
study by Knowledge Networks/SRI, in 2009, print biz List were referenced 13.4 billion
times, while Internet Biz List references increased to 3.8 billion, up from 2006’s 3.3
billion online searches.[5] As a result most Biz List publishers have attempted to create
online versions of their print directories. These online versions are referred to as IBZL or
Internet Biz List. Independent ad agencies or Internet marketing consultants can assist
business owners in determining sound opportunities for BZL advertising and provide
Online Bizlist are known as IBZL or Internet BIZ LIST. On a broader scale they are
known as vertical directories. There are consumers oriented and business oriented
varieties. All providers of IBZL offer online advertising. IBZL's have largely formed as a
result of Biz List publishers needing to replace rapidly declining print revenue by chasing
IBZL offers listings differently than standard search engines. Where search engines
return results based on relevancy to the true search term, IBZL returns results based on
a geographic area.[6]
Studies by independent companies such as Nielson and comScore have shown that
Internet Biz List have a very slim percentage of total Internet searches. The majority,
over 85% of all Internet searches, occur on the major search engines Google, Yahoo
and MSN.
A newer version of IBZLs is classified as local search directories which provide similar
content with the added ability for customer reviews and comments for a listed business.
The user advantage is that local search is not dominated by high paying corporate
advertising. All services offer paid advertising options which typically offer preferred
The Bizlist are also available on mobile devices (such as mobile phones and GPS
navigators) with static (embedded) and real-time (online) databases. The usage method
varies (such as SMS, a WAP session, voice, or a dedicated application on the device),
but usually relies on the input of the search keywords, and a return from the application
This kind of Biz List query is more and more being referred to as a local search. Local
searches are a growing area where marketing dollars are being invested due to the
targeted and focused customer base it develops to the Biz List advertisers.
Agency. The campaign tells the story of the spoilt schoolboy Marcus, played by actor
Max Gill, and his demands of Fresno (Normski) and Carrie (Catherine Bailey), Yell.com
GETIT Info services (P) Ltd., India’s largest publisher of directories and information
products, today released its all new Buying guides for Bangalore for 2010. The two new
directories, B2C for Offices & Homes and B2B for Industries are paginated using a
proprietary new multi-level categorization system which is set to revolutionize the way
The new Buying Guides are paginated by category and are produced in multi colour on
glossy paper and the highest production values. The USP is the categorization. Earlier,
all the Yellow pages were paginated alphabetically by category. Herein, “diamonds”
appeared next to ‘diapers” which appeared next to “diaries”. Thus, there was scope for
Diamonds appears under the Jewellery section next to Gold, Gems, Semi-precious
In addition, GETIT has further sub-divided these classifications into more specific,
based on their attributes and application. For example, the previous Biz List had a
classification “Chemicals”. Now, in the Biz List Industrial Guide, under the Chemicals
category, there are five sub-categories and over 50 classifications for instance
GETIT has based this new classification system on extensive research conducted
amongst its user and advertiser segments. It has been a mammoth task for the
Getit provides an excellent local searching platform for businesses and users to meet at
a common junction. An ideal platform for the product & service providers in more than
30 cities in India.
Easy to use functionality, very simple to register and scores of options to advertise. An
advertiser pays only per click that is received on the ad! Pay only when the ad yields
tangible results and also get a performance report card in real time! Any user spends the
minimum amount of time on the search. Sounds good? Well, we are not done as yet.
Getit is developing continuously, for you. The most updated data. The state-of-art
GETIT is India’s leading Directional Media company, connecting buyers and sellers
through information products and services - including Bizlist, yellow pages, white pages
GETIT Biz List is India's largest circulated Telecom Directory . It is the only member of
Asian Directory Publishers Association Inc. (ADPAI) and the Biz List Integrated Media
Association (BZLIMA), USA from India. Over the decades, GETIT has built a strong
national infrastructure and professional team that delivers high quality of products and
services
CHAPTER 2
Established in 1986, GETIT Infomediary Ltd formerly known as M&N Publications Ltd, is
the largest publisher of official telephone directories (bizlist) & Yellow Pages in India. It
pioneered and popularized the concept of Telecom Directory in the country under the
The essence of effective advertising is knowing why people buy – or why they select a
particular dealer – and then appealing to those reasons. Probably the best analysis of
Self-actualization
Personal growth and
fulfillment
Esteem needs
achievement, status, responsibility,
reputation
Safety needs
Protection, security, order, law, limits, stability, etc.
Automatic Feature: Details and aspects of a product that describe or set it apart from
Benefit: A benefit of a product or service is what the user gets out of it – in other words,
Examples:
Feature:
Large Screen
Transmission
Cholesterol Free
Benefit:
Easy to see
Ease of Driving
Better Health
Instant benefit perception doesn’t carry over to Biz List selling. In Biz List selling:
Business people do not automatically perceive a benefit when you mention a Biz
List feature.
If you mention a Biz List benefit by itself, they may see it as an empty claim
unless you back it up with one or more related Biz List features.
Some basic advertising objectives that local businesses (large and small) might have –
Types of Media
MEDIA
• Creative
• Directional
medium.
Which of the following are advertising media? (NOTE: Media is the plural of medium)
Magazines
Televisions
Billboards
Telecom Directories
Radio
Direct Mail
Newspapers, Television, Direct mail, Radio, Magazines, Outdoor and Internet are all
The creative media does a primary function in the buying process in terms of creating
awareness about eh company’s products and services in the customers mind. However it
does not necessarily indicate from where to buy. And generally used in brand building and
The BizList are an entirely different kind of advertising medium. Basically, almost everyone
who uses the BizList already wants to buy, or at least wants more information about a
product or service – and is in the process of picking a dealer to buy from, or to call for more
information.
Thus, BizList are not intended to create a desire to by (although they can push some not-
Also, the BizList medium itself is something that people keep and always have in a handy
place. As a result:
BizList advertising is always available at the exact moment potential customers are
ready to buy.
Think about your own exposure to advertising media. (WRITE YOUR ESTIMATES FOR
In summary, BizList are a directive advertising medium that’s always available to buyers
when they’re ready to take action. Specifically, BizList can direct ready buyers to
Yellow pages
ADVERTISING BENEFITS
• Develop/Maintain an Image
BIZLIST
Advertising Cycle
AD TH
V E Newspap
SE ER
R TI er
CREATIVE
ADVERTISING
Stimulates customer
interest Magazin
es
Direct
The Mailer
Buye
r
Directional
Advertising –
directs you where to
buy
Reach: Means how many people will get the message. It could also mean
Usage: Means how people would respond and interact with the medium
Permanence: (Frequency) means the duration for which the audience is exposed
to the advertisement.
Customer follow-up: It the most vital requirement of advertising as this is what gets the
Reach: The Getit Bizlist reaches nearly every home and business in your
market.
advertising.
3P’s From a sellers point of view they advertise for three reasons:
Protection: To create and maintain a top of the mind awareness and keep
competition at bay.
.TYPES OF USER
The users of Bizlist are divided about 40%-60% between those who have a dealer name
in mind when they open the directory, and those who don’t. Some useful classifications
have been developed for each of these broad groups – which we will in identify as the
RASPF group and the NEDICT group or the known and Unknown Market.
The KNOWN Market represents only a source of potential new customers for a given
business. Every business has its present customers, but will experience an erosion of
customers, and must be able to identify and reach the two sources of market potential,
the only two places a business can turn to replace lost customers and gain new
customers.
The UNKNOWN Market of the two potential markets, the Known Market and The
Unknown Market, the most appealing market is Unknown Market. The buyers are the
unknown to the advertiser and the advertisers are unknown to the buyers. Businessmen
are constantly trying to reach this immeasurable unknown through personal contact,
advertising programs and any other visible images of the firm. They want to beat
KNOWN UNKNOWN
Recommended Newcomers
• Reliability
• Completeness of Details
• Illustrations
• Location
• Specializations
• Equipment Operation
• Sales Commissions
1. Assume that the customer will buy. In other words expect to make the sale. Most
2. Build the d\sales on a series of minor agreements. Make it easier for the customer
to say “Yes: rather than “No”. In closing avoid phrases or statements that will
3. Don’t get off the subject while closing. Many a sale has been lost because the
customer cooled off when the salesperson got off the subject.
4. Use statements that will induce action such as: let’s set it up this way.
5. “He who hesitates is lost” Never hesitate when closing or the customer will lose his
confidence in you.
6. Backup your proposal with good reasons for buying. Refer to the customer’s
needs and how your recommendations will satisfy those needs. Keep returning to
7. Avoid “If” Test the customers readiness to close “by” and “when” rather than “if”
8. Prove that it’s better to buy than not to buy by summarizing the advantages and
the disadvantages. To clinch the sale, bring n selling points such as usage
9. Be alert for closing signal, such as statements and questions by the customers.,
10. In closing make certain they everything you say is clearly understood. Customers
11. Don’t over talk: It is almost as easy to talk to yourself out of a sale, as it is to talk
yourself into a sale. Silence is necessary in some closing situations to enable the
12. Regard a “no” as a request for more information rather than as a turndown on your
proposal.
13. In almost any selling endeavor, price enters as the biggest objection. Prove that
the price is right and you will close many more sales.
almost 25% of her sales to make one more attempt to close just before ending the
contract.
Personalized to Advertiser
Relatively Brief
“Getit Bizlist” refers to the ways a business owner can utilize directory advertising to
meet or help meet specific business needs and increase his overall profit. In offering
The following are the main areas in which you can suggest Bizlist solution to advertisers
or prospects:
Ad Copy
Ad Headline
Related Headings
Enhancement Ideas.
1. 2. 3.
6 . 5. 4. .
APPLICABLE
SOLUTIONS
RECOMMEDN SUMMARIZE
SPECIFI SOLUTION IT Ad Copy
PROGRAM AGREEMENTS IT Headline
IT Headings
IT Markets
So far, you’ve told me a great deal about how your business operates. Now, let me tell
you a little about how our business might help- Okay? (The advertiser answers in the
affirmative.)
Here are the general areas we recommend you cover in your product story with every
advertiser:
Bizlist Solutions
Transition: The next question is, how do we get from the product story to the solutions
YOU: … and shortly, I’ll prove that you in hard numbers … right now do you have any
YOU: Fine – then the next item on our agenda is to look at some ideas on how you can
get a bigger piece of that 40 crores rupee a year furniture market that’s right here in
Here again are the specific types of Bizlist solutions that can be presented (where
Ad Copy
Ad Headline
Related Headings
Transition from Product Story and getting agreement in principle on copy as a solution to
YOU: …and the next item on our agenda is to review some ideas on how you can get a
bigger piece of that 40 crores rupee market. Are you ready for that?
ADV: Go ahead?
YOU: Okay – First, let’s look back at the customer buying information we discussed
earlier – on this survey sheet for furniture’s, please look it over and see if these points
tell the best and most complete story about your business.
What happens if the advertiser looks at the Ad Analysis sheet and says: “I don’t need to
In that case, your first reaction should be to find out what specific copy points the
promise on some of them, zeroing in on the most important to prove their value.
You’ll suggest an ad copy solution on virtually every call – so you should get very
familiar with it. Also, on most calls, you’ll propose a solution regarding the ad headline or
Usually, once specific copy points are at least tentatively agreed to, an advertiser is
likely to go along with reasonable suggestions to emphasize some copy points over
Where you might get resistance is offering a solution that changes the headline in order
to target the advertiser’s most important market segment – especially if the current
The hard part is getting the name out- but a statistic that can help you do it is the
NEDICT/RASPF 60% - 40% split, which we reviewed in an earlier module. Which of the
o A.NEDICT buyers checking the heading will be attracted by the advertiser’s name.
o B.NEDICT buyers are 60% of yellow pages users, so the advertiser’s name will
o C. since RASPF buyers have a dealer name in mind when they check the
directory, then the advertiser’s name will attract 40% of his potential market.
o D. The only RASPF buyers who are attracted by a headline with the advertiser’s
name are those who had his name in mid when they checked the heading-maybe
2% or so.
A big advertiser fear of targeted headlines is that the market segment or niche being
targeted is to narrow, and he’d lose business from the general market.
The fact is, most every small business that becomes successful starts out by zeroing in
on a relatively narrow market niche. For most small businesses, it’s a matter of not going
toe-to-toe with big competitors and trying to appeal to all market segments – but
concentrating instead on just one or two segments that they are especially good at
satisfying.
Directory. As you know, in India, only BSNL used to publish their telephone directories
in the past. This again was not a regular practice and the directory carried only BSNL
With the arrival of new telecom service providers like Airtel, Reliance, Tata, Idea &
Vodafone, there is no directory available in the market from them today. So the
demand from the market was so high to bring out a unified business directory with the
business listings from all telecom service providers to cater to the needs of a customer,
Businessmen will agree that most of their business happens from regular customers
and from customers who know them already. All the advertising and promotions that
they have done in the past is to make more people aware of their company, products
and services. But, when the customers really want to contact the advertiser, in most
probability do not have the contact information of the advertiser handy (In fact, 90% of
the calls received at our call center seek for the contact details of known businesses).
Here is where, GETIT Bizlist™ comes to their rescue, catering to the customer needs.
GETIT Bizlist™ has the following options for listing & advertising:
1. Alphabetical listings
2. Company Name & Multi-Colour logo
3. Contact Person's Names, Designations & Telephone Number
4. E-mail Ids & Website addresses
5. Additional Information (Year of Establishment, Authorized Dealerships, Product &
Service details, Business Hours, List of Branches, Other USPs, etc;)
These advertising options, will not only help the advertiser in enhancing his Company's
visibility & promoting his corporate image, but also gives an easy access for his
• Print Quality : Multi Color Directory with super gloss paper that gives better look &
• Circulation : Directories & CDs will be circulated free of cost. With a systematic &
targeted reach plan, GETIT Bizlist™ will reach those sections of the market, where the
• Distribution : Directories & CDs will be distributed free of cost to all Shops, Show-
rooms, Offices, Business houses, Industrial areas, Institutions, Hospitals and selected
residential areas in the city and near-by areas. Directories will also be available at all
• Shelf Life : Your contact information in GETIT Bizlist™ work for you all year long
–365 days - 24 hours. This means, no hassles of repeat insertions or new creative ideas
• Economical : Compared to any other form of advertising, GETIT Bizlist™ is very cost
effective – considering its relevance, usage and reach for the whole year.
Hoardings, FM Radios, Direct Mailers, Wall Paintings etc. resulting in more usage of
GETIT Bizlist™ and thereby more calls & business growth for you.
GETIT Bizlist™ website www.bizlist.co.in (In the website, there is provision for the
advertiser to seek for changes in the business information listed. Even after the
publication of the directory, the changes can be made effectively in the website)
All of this means, lakhs of potential customers, who are known to the advertiser, can
now reach them from anywhere, anytime through a medium of their choice.
A related heading solution can be a tough sell. Typically, an advertiser clings to the
thought of implementing your copy and headline solutions without spending an extra
time. But even though you don’t mention ad size or money, you related headings
Picturing the buyer can be helpful here, as can cost of lost opportunity. Here’s an
YOU: One of your priorities here is Lighting Fixture. So we ought to think about
attracting the buyers who want lighting fixtures and go right to the lighting fixtures
heading. You sould have some representation there, don’t you think?
ADV: I don’t think so. I am not there now, and I still sell a lot of lamps and lights.
YOU: I can appreciate that. Bit Lighting Fixtures is a heavily used heading in our book –
and very time a buyer goes to that heading, you don’t get a crack on him or her – right?
YOU: Look at it this way. What’s your gross profit on an average lighting fixture sale?
YOU: Because that’s how much you lose every time a buyer goes directly to the lighting
fixtures heading. If you lose 2 or 3 customers a month, that’s over 5000 rupees and the
sales from that heading might be bigger instead of just impulse buys.
Again the skills of picturing the buyer and cost of lost opportunity can help convince an
YOU: Take another look at the map. You expressed some interest in getting business
over in Mysore, but to do that, you need some representation in that directory – right?
ADV: No, because I am already in the local newspaper very week and they get that over
there. I also get a few locals form local newspaper out there.
YOU: They are probably not emergencies. Let’s look at it like this – if somebody wants
to purchase furniture’s for conference, and probably they don’t know who is dealing in
rentals of conference furniture’s’ and no having local newspaper handy – so they check
YOU: Then think of it this way. Every time somebody wants tot by conference furniture’s
and goes tot eh yellow pages from furniture’s and if you are not represent n Mysore
directory, you lose a chance of that 3000 rupees. If that happens three times a month,
The last type of Yellow pages solution we are concerned with is an enhancement
solution – for example, a Website to complement a display ad, or the user of color to
an ad.
good idea to emphasize the enhancement in your product story – to test the waters and
make sure the advertiser isn’t negative about that particular feature or about
enhancements in general.
Basically, advertiser tends to be more receptive to enhancements whine they are related
YOU: One more point, here are some facts on color advertisements which I mentioned
few minutes age. See -0 for example, A Lawyer got 60% more calls with the color ad
and here a Doctor who had 70% more calls. It’s a way to make sure your ad gets read
when you aren’t on page one of that heading. How do you feel that would work for you?
ADV: It looks good-but it would depend on the cost. How much is it?
By saying “it looks good”, the advertiser is really agreeing in principle that it would be
good for his or her business. And then came the question “ How much is it”? – Which is
MARKET SEGMENTS
TARGET MARKETS
Market segment
- TARGET MARKET
- HEADLINES
- COPY POINTS
AD ANALYSIS SHEETS
business are now saying in their yellow pages ads and is a tool that will help you
discover a business owner’s key marketing needs – and it will also help you develop
Convenience Factors
SALES TOOLS
The Ad Analysis sheets are very versatile sales tools. For example, they can be used
Fact –Finding: The AA sheet can be vehicle or platform for 90% of all the fact
YP Solution: The AA Sheet can be used as a tangible vehicle for getting the
dealer’s commitment in principle to tell his or her complete story and emphasize
Closing Process: Besides its earlier use to help develop ROI data, the AA sheet
This common-sense technique has been used effectively for years in Bizlist sales. All it
buyer is likely to think or do when using the Bizlist. In fact, we have pictured the buyer
several times in this module. For example: “Many people who need furnace work would
look under the Heating Contractors heading, and not under Plumbing Contractors – and
right now, you miss all the potential customer who do that.”
To be good at picturing the buyer, you need to practice it – e.g., in situations that involve
The LM Berry study is based on contacts with a valid sampling of over 1200 directory
IF IT’S NOT IN THE AD, 74% WON’T CALL TO INQUIRE ABOUTL IT.
The last three conclusions are the most important – and they all say basically the same
thing – the less you tell (in an ad); the less you sell.
For the conclusions regarding products and services, it’s probably close enough to say
that 2 out of 3 people would assume a dealer didn’t carry a product or service if.
But the bottom line figure in the LM Berry Study is that nearly 75% or 3 out of 4 users
won’t bother to inquire if a product or service is not mentioned in the ad – even though
1 2 3
Fact-
Call Product
Finding-
Story and
Opening business
Solutions
Needs
6 5 4
. . .
Show YP
Recommen
Close and High
d BZL
Wrap-up ROI/Low
Program
Risk
Call Openings
The call opening typically sets the tone for the entire sales call – and it should determine
how cooperative the advertiser is apt to be. Therefore, call openings should be:
Planned in advance
A nationwide Survey on what furniture dealers say in their BZl ads – as a copy
The value of local furniture dealers market, and/or other local market information
A realistic way for him to measure his advertising results – from both BIZLIST and
A target marketing strategy that will reflect his business priorities and attract more
Introducing Yourself
1. Concept of Agenda
2. Promise of Benefits
3. Personalization
4. Question “Breaks”
1. 2. 3.
INTRODUCTION & OPENING STATE GREEN LIGHT
PURPOSE JUDGE MENT WITH ITS AND TRANSITION
ATTITUDE SUB-ELEMENTS INTO FACT-
INDING
DEAL WITH
1A.
ADVERTISER
NEGATIVES
CHAPTER 3
DISCUSSIONS ON TRAINING
1. Understanding and setting up a training program and a train the trainer program for
2. Working closely with vendor training organizations to train the first set of agents
3.Ability to look at operational matrices, isolate specific training needs and help vendors
7. Conduct regular audits on vendor trainers’ performance and capability and take
8. Share the common goals of proactively reducing costs while improving delivery
9. Though the position is based in Delhi, the person will have to travel extensively.
11. 8-15 years’ experience with 5 years in a National training role with a call centre.
12. Thorough understanding of the specific training needs of the call centre industry both
17. Self starter with high levels of energy and conflict resolution skills
Good Morning Sir/Madam, My name is Ravi Gupta and I am from GETIT Info services
Ltd. Thank you for giving me an appointment. I am here today to review your advertising
program for the forthcoming issue of the GETIT BIZLIST of Bangalore. I would also like
to show you an interesting survey of what other successful advertisers (their heading)
Concept of Agenda
Promise of Benefits
Personalization
Question “Breaks”
Before we get into reviewing of AA sheet, what we will be discussing today is the
Survey sheet and how your ad compares. Then I would also like to discuss some
exciting thanks we are doing at Getit for next year like multi colored Telecom
Directories, Categorization etc. Next, I would like to tell you how you can capture the
bigger piece of your furniture market here in Bangalore and finally show you that any
investment you make with us can get you a solid return – at little or no risk.
Does the thought of cold calling makes your stomach drop to your toes? These cold
calling tips won’t eliminate your fear, but they will help you make cold calling a more
successful experience.
Beginners tend to think that cold calling is about making the sale. It’s not. It’s about
getting the chance to make the sale. Specifically. The purpose of a cold call is to set an
You need to target your cold calling to the right. Audience. Yes market research to focus
on your target market. Then find out as much as you possibly can about eh company or
individual you’re going to cold call n advance. This gives you the huge advantage of
being able to talk about their business and their needs when you call them.
This lets you organize your thoughts before cold calling, and helps you avoid common
mistakes n the cold call opening that would give the person you’re calling the chance to
terminate the conversation. For instance, you should never ask, “is this a good time to
talk:? Or “How are you today?” don’t read your opening statement into the phone, but
dialogue. For example, ‘Good afternoon, Mr. reddy. This is Ravi with GETIT Info
services. I read in the local paper that you recently opened a new showroom. At Outer
Ring Road. We are pioneers in BIZLIST Industry and have a wide variety of products
and services that allow you to tap a greater share of the new market. I’d like to ask a few
questions to determine whether one of our programs might meet your needs.”
Lay out the benefits of your product or service and the reasons your prospect should
buy. Write out possible objections and your answer to them. Without a script, it’s too
easy to leave something out or meander. Once again, it’s not that you’ll be reading your
script word for when you call, but that you’ve prepared the framework of the cold call in
advance.
Say, “Would Wednesday at 11a.m be a good time to meet?” instead of saying “Can I
Be pleasant to whoever picks up the phone or is guarding the inner sanctum when cold
calling. Develop strategies to get the gatekeeper on your side. Sometimes asking, “I
wonder if you could help me?” will help you get the information you need, such as the
name of the right person to talk to or when the best time to contact the prospect is.
Learning the names of gatekeepers and being friendly when cold calling helps, too.
Smooth the way for you cold call by sending prospects a small,
uniquepromotion
This helps break the ice and makes your business stand out from the crowd. Pat
Cavanaugh, sales guru of Inc.com), says, “It’s amazing. A $2.15 crazy little item we’ve
sent out has helped us get Fortune 500 accounts. When we call, they say, “Oh yeah…
That’s the best time to reach the decision maker directly, and for most people, the time
“Eighty percent of new sales are made after the fifth contact, yet the majority of sales
And above call, practice, practice, practice. While cold calling may never be much fun
for you, you can get better at it, and the more you practice cold calling, the more
effective a sales tactic it will be. So get you script and your all list together and reach for
the phone. The people who want to do business with you are out there – but you have to
CUSTOMER)
TELESALES TIPS YOU CAN USE RIGHT NOW TO GET MORE BUSINESS
1. Prepare questions for your telesales call using your call objective. Ask yourself,
“How can I persuade them to take this action as a result of asking questions, as
opposed to talking?” Remember, people believe more of their ideas than yours.
2. Treat the screener as you would the customer—this person determines whether
3. Gather as much information as you can from whomever you are able, prior to
speaking with your prospect; busy decision makers get bored when they have to
answer your basic qualifying questions: Use the “Help: technique: “I hope you can
help me. So I’m better prepared when I speak with Ms. Bindya, there’s probably
4. Before cold calls, think of a good reason for needing to speak with the decision
maker, and be prepared to sell this to the screener. What they’re thinking about
you:
“Does this person have anything of interest or of value for the boss?”
that they will willingly and enthusiastically move to the questioning. You must
answer, “What’s in it for me?” for the listener, or they will immediately begin the
getting-rid-of-you process.
EFFECTIVE QUESTIONING
6. Don’t use a “benefit list” to present from. Instead, use it to create questions to
determine if those “benefits” truly are of value to your prospects and customers.
7. Avoid asking go-nowhere questions like, “Is everything going OK?”, “What are
your needs?”, “Are you having any problems now?”, “How’s service?” and, “what
are you looking for in a vendor?” These all force the person to think too much.
Instead, get them emotionally involved in seeing and feeling the pain or problem
they’re likely experiencing. For example, “What do you do in situations when you
8. Ask one question at a time. That’s how many they’ll answer at a time.
9. After asking, be quiet. Resist the urge to jump in if they don’t answer immediately.
Don’t be intimidated by silence. They’re likely thinking about what they’re going to
say.
10. After they’ve finished, count to two (silently, of course). This ensures they’re
SALES RECOMMENDATIONS
11. You should only talk about your product/service after knowing specifically how it
will solve the problem, meet their need, etc. then you can tailor your remarks
12. Get feedback during your discussion of benefits: “Do you feel that would work for
you?”. “How do you feel that would solve your problem?” Some trainers might tell
you that gives the prospect an opportunity to tell you “no.” Precisely. And that’s
good. Because if there’s a problem, and they don’t see enough value in what
13. Ask large. Think big. Buyers will often move down from a large recommendation,
but they rarely move up from a small one. Those who ask the biggest have the
largest average order size. Never suggest more than is in the best interest of the
customer, but not making a large enough suggestion when appropriate is actually
14. In you’re going to schedule a follow up call, get a commitment of some type. Why
would you call back otherwise. If they won’t commit to doing anything—reviewing
your literature and preparing question, surveing their existing inventory, etc.-they
15. Objections can be avoided by doing everything else correctly up to this point in
the call. When they do occur, resist the tendency to attack in defense. You must
back up and revisit the questioning stage of the call. The voiced objection is
simply a symptom of the real problem. Start by saying, “Let’s talk about that.”
16. Most price objections start in the mind of the salesperson. Many sales reps aren’t
100% sold on the value of their product, therefore they’re apt to offer price
concessions even when the prospect doesn’t flat-out ask, or they present price
with a shaky tone of voice. Ask the right questions, present the results of what
Time Management
1. Personal
2. Professional
Are you unsure what is important to you? Think about what you would do if you only had
• Think about what regrets you might have for not accomplishing something.
• Think about what regrets you might have for not accomplishing something
Management
• Interruptions
• Decreased productivity
• Wasted time/resources
• Develop a schedule
them
• Pulverize paperwork
CHAPTER - 4
Educating the customer to needs that exist in his business is one of the more important
steps of the sales interview. If a customer agrees that these needs exist, then it remains
for us to show how our BIZLIST recommendations would satisfy those needs.
Let’s look at some key fact-finding objective. Here are five major areas in which t seek or
Tangible offering include (1) products and product features or brands; (2) services that
are observable like carpet cleaning and (3) items like written guarantees and brochures.
Let’s talk about an advertiser’s marketing and/or profit priorities. Most businesses have
minded, etc.
Another key fact- finding category is the advertiser’s market area. In general, there are
The fourth major fact-finding area is other ways in which an advertiser promotes his or
her business – in other words, any other advertising or marketing media the advertiser
The fifth and last major fact-finding areas ROI facts and other financial
information.
In the course of gathering product and servicer information, you should also ask for
certain financial data – mainly ROI facts that you can user later in the sales call to
demonstrate a realistic return on the investment you’ll be asking the advertiser to make
in your directory.
Target Marketing
1. 2. 3.
5. 4.
1. 2. 3.
Target market
5. 4. ROI Data
Convenience Factors
6. Special Services
Market Area
Picturing the buyer is describing in story form how a potential buyer of the advertiser’s
ADV: Everybody knows an automobile dealers deal with spares parts and accessories
YOU: Think about somebody who is looking to buy a new 2wheeler and he would also be
interested in buying accessories for his new bike. He picks up the BIZLIST, finds
automobile dealers and glances at 3 or 4 ads, including yours, but your Ad doesn’t say
Spare Parts but the others do? Who he’s going to call?
Picturing buyers can be even more effective when used with the Berry Study or Cost Of
ADV: Everybody knows that an automobile dealers deal with spare parts and
You: Well for one thing, A recent market study shows that 2 out of 3 people who use the
Yellow Pages say that if the service they want isn’t in your ad, they assume you don’t
offer it. And 3 out of 4 said that if it isn’t in the ad, they wouldn’t call to inquire. That’s one
of the reason to list most of the spare part and accessories you deal with – Isn’t it?
ADV: I don’t know these studies all seem to come out of your way.
YOU: Think about somebody who is looking to buy a new 2 wheeler and he would also
be interested in buying accessories for his new bike. He picks up the BZILIST, finds
automobile dealers and glances at 3 or 4 ads, including yours, but your Ad doesn’t say
Spare Parts but the others do? Who he’s going to call?
Fact-Finding with respect to any other media serves the purpose to get an idea of the
strengths and weaknesses of his or her other advertising and properly to get an idea of
the strengths and weaknesses of his or her o0ther advertising and properly position
BIZLIST in the total program. Sometimes a by-product of fact-finding in this area is the
advertising.
One you know that an account does other advertising besides BIZLIST, you can ask
The close
What is Close?
recommendation in GETIT.
• Obtain the customer’s written authorization allowing you to proceed with the
• When you want to obtain a customer reaction: A customer who does not give
recommendation.
buying signals. Whenever you get a buying signal, you have the opportunity to
close.
Buying Signals
Can occur at any time during the interview but are frequent:
to buy. Or he may ask you to repeat something you’ve already made clear – just to
reassure him.
Example:
OR
OR
OR
You can also detect buying signals from your customer’s physical responses to benefits
Examples:
Customer changes some copy in the ad / or identifies some more info in the AA sheet
OR
Customer reaches into his file and begins examining his telephone statement.
OR
To forecast a likely and reasonable return on a BIZLIST investment, there are three
Another important figure for ROI purposes that should come from the advertiser is
On average, how many phone inquires does it take for you to make one average
sale?
Once you develop gross profit and hit rate figures during fact-finding, there’s nothing
more to do with ROI until after you recommend a specific BIZLIST program to the
advertiser – because you can’t project a return on investment until a specific amount of
The ROI process really starts once the advertiser reacts to you recommendation of a
specific ad program. To make sure you get a reaction, these are some of the
Getting the advertiser’s first reaction to a recommendation is important for at least two
reasons:
Now that money has been mentioned, it gives the advertiser an opportunity to
The three basic advertiser reactions are positive, negative, and neutral or noncommittal.
Besides being a key factor in closing BZL sales, ROI is also a factor in future renewals-
because it forestalls unrealistic expectations from an ad program. That’s why you should
For example, a 200% ROI on a carpet cleaner’s BIZLIST program would be a good
return – but unless it is quantified in this way for the advertiser, he or she could end up
dissatisfied. In other words, if an advertiser buys on the basis of vague claims like “this
program is really going to make you phone ring”, the number of calls that would produce
a 200% or 300% return may actually be disappointing – and the advertiser may not even
How would you create reasonable ad performance expectations for an advertiser who is
Get the signature as soon as the advertiser is ready to give it – and complete all
Then, say something like “By the way, let me leave you with a reliable way to
measure the results. How much of a return do you expect to get form you
BIZLIST advertising”? And then take the advertiser through the process.
Return on Investment is more than a strong proof of value – it’s both the beginning and
the cornerstone of an effective BIZLIST closing process. Here’s a chart of the entire
1. 2. 3.
LEAD-IN ASK FOR WALK ADV
BASED ON ADV’S ROI THROUGH
ADV OBJECTIVE ROI
REACTION WORKSHE
ET
4.B 4.A 4.
SHOWKEYE USER ASK FOR
D AD REPEAT ADVERTISE
RESULTS BUY R
OR LOOK FACTOR IF REACTION
-UPS APPLICABL
Neg Neg Neg
Pos
4c. 5.
MEASURE CLOSE
THE RISK
It’s important to not that if you can’t close (step5) because you got a negative reaction
from step 4, you would go next to step 4A. The, if you get a positive response at 4A,
close on it (step5) – you don’t need to go to steps4B and 4C. In other words, be ready to
close by asking for a commitment at any pint you get a positive response or buying
signal.
A buying signal is a statement or question that suggests the advertiser has made up his
or her mind to buy doesn’t want to say so directly. In other words, the advertiser is
YOU: Okay – Here’s where we are. Basically, we agree that what’s on this sheet tells
your best and complete story – and gives buyers a slot more reasons to call you than
they had before also. We agree that a headline like “Conference Furniture’s” is more on
ADV: Yes.
YOU: And because you want to increase you Conference furniture’s business as much
as possible, you need some representation under that heading too – so you will get calls
from people who are looking for conference furniture instead of “Furniture’s” … finally,
because you also want to emphasize your rentals of conference furniture, we felt that a
multi color ad would attract more people who need that kind of furniture… are you with
me on that?
ADV: Ok
YOU: Based on these factors, here’s what I recommend: A 4UD under “Furniture
your target market. I also recommend a TQC ad under “Conference Furniture’s” to tap
into many potential customers who look there first … How does that sound?
YOU: The two ads as a total package are Rs. 58,590/-… What do you think?
In the example, the actual recommendation started with the phrase BASED ON THESE
FACTORS. Here are some other useful phrases for starting a recommendation:
It is important to point out hat when you make a recommendation, make it as a single
package with one price. Don’t try to sell the components piecemeal. Experience show
that piecemeal selling is not only more difficult (you need several closes), but the
CHAPTER 5
BUSINESS IS TERRIBLE
• If I understand you correctly Mr. Customer, you saying that you’ve experiencing
a loss of market are, and not experiencing the king of results that you’d hoped to be
gaining this year, is that correct? We know from our studies that during the time of
tough recession, businesses that increase or maintain their advertising realize more
profits than those businesses decreasing or cancelling their advertising. What this
means is when times are tough, that’s when you’re getting the best return for your
• What we need to look at is being more competitive, more aggressive and looking
for a larger piece of that market. This way can offset tougher times and more
• What changes have you made in your business to meet this crisis?
• At present you’re not dominating any advertising medium, are you? I’m going to
recommend that you dominate the BIZLIST. Instead of trying to reach to customers
with a scattergun approach, you can dominate the headings that pertain to you.
That’s where your present and potential customers look when they’re ready to buy.
• Just because times are bad, it’s not the time to cut down your advertising. As a
matter of fact (refer to economic recession visual page) out studies show that when
times are bad, you need to get a bigger piece of the pie. People are still going to use
• Customer cycle
• If they were to look for you in the BIZLIST and you weren’t there how would you
• Why wouldn’t they look for you? Why is your business different?
• Do you ask your customers where they found your telephone number?
• Do you use the yellow pages? When you call someone do you tell him you’re
• When they look under your heading we need to make it easy for potential
• Directional Medium
• That’s fantastic Mr Customer what that tells me that you have earned a very
strong reputation. Word of mouth is what builds your reputation; but it’s advertising
that build your business. Word of mouth is your known market, the customer that you
know. The market that most business are interested in pursuing is the unknown
market these people are not part of your market share yet, but you want them to be.
• Refer to visual “look how your customer move. There are so many people moving
in and out of your area. People moving out, and changing locations. Word of mouth
• What we need to look at is being more competitive, more assertive and looking
for a larger piece of the market, because in an economic slow down there will always
be organization who will find it very difficult to sustain it’s self and these
• What steps are taking to handle this current crisis, have you been through similar
• Explain that the competition isn’t quitting, explain that people will still spend
money to make purchases and if your client does not make them aware that he is
• Marketing is essential to survival and growth. With very exceptions, people won’t
• Advertising in tough times enables you hold on to your old customers. Many
enterprises survive on repeat and referral business. Old customers are the key to
both. When old customers don’t hear from you or about you they tend to forget about
you.
• Marketing gives you an advantage over your competitors who have ceased
advertising.
• Since the BIZLIST is also used by comparison shopper by not being in the book
you will not have an opportunity to compete for that consumers rupee.
• Customer cycle
• Directional medium
• Survey results
CUSTOMERS
• Businessmen need not depend only on the same fixed customers and for that
reason they constantly try and develop new prospects in the pipeline.
• A wider choice of customers can lead to larger profits by selectively choosing the
• BIZLIST is like business insurance – it helps protect the market share that you
would lose, by replacing new customers for the ones that drop our.
• With your name better known to a wider area and greater market, you will gain
new clients and realize a better bottom line figure. I’m suggesting a multi book
program to enhance your image, to protect you from outside competition, and to
• Even if your capacity is limited, one can raise finances to increase it, provided
that you have a steady stream of customers who constantly increase their demand.
This is where the BIZLIST is going to help you, by directing a constant flow of
customers to you.
• Over a period of time we know that you’re going to lose a certain percentage of
• Time is money. I know from talking to other business people who have all
different types of customers. They have the very best customers, and the ones’ that
are time wasters. Especially when you’re a small business, you have to be much
• Unknown market
• Customer cycle
• BIZLIST is designed to specifically target your segmented market only; it does not
look at circulating your information to people who will never have any requirement of
your product. Unlike other media, where the distribution is done for all classes of
buyers, the BIZLIST focuses only on distribution to your core and potential market
and hence avoid unnecessary prints and consequently, a waste of your money.
• The distribution primarily looks at quality over quantity. To understand this better,
let me explain to you our product concept and the distribution strategy.
• IS it that you don’t want to supply to others or you haven’t supplied to others till
now? If you get an order with attractive terms that would lead to higher profile for
• It is a known fact that all purchase by govt. department have to be made either on
managers can get a constant exposure to your firm and its product and keep
• Other sales’ governments are also potential buyers. Hoe do you reach to them?
• What if they reduce their requirements? Wouldn’t you prefer to have a backup to
• We are the one of the largest business database portal in India. The moment you
• We provide you with a host of services that not only help you expose your
• Where can your importers locate you expect your own city?? When you look for
Italian marble, you look at importing it from Italy, right?? Similarly, when an importer
is looking for your kind of product, the first that he would search for you is your own
city. It is for that reason that you should also have a presence in your local market.
Communication
COMMUNICATION SKILLS
• Not listening
• Bad mood
1. Soften the ‘you’s or change the into “I” avoid sounding pushy
• Instead of: ‘You’ll have to…’, say ‘Could you…’ Or ‘Would you be able to…’
• Instead of ‘We’re out of mild..’, say ‘I will pop down the shop for some milk’.
• Instead of ‘We can’t do that until next week’, say ‘We’ll be able to do that next
week’.
• Instead if ‘It’s not my fault’, say ‘Here’s what can do to fox that’.
• Instead of “I’ ve told you before not to… …, say ‘From now on … …”
• Sit or stand at right angles and on the same level, and respect people’s
• Lean slightly forward to show interest; a bit further forward to apply pressure,
• Respond appropriately by basing your responses on what the other person has
just said
Attend physically – the right body language helps us to focus on the speaker and
Attend mentally – follow the speaker’s flow of though, listen to understand, not evaluate;
QUESTIONAIRE
INFOSERVICES?
B. SOMETIMES( ) D. NEVER ( )
A. SUPERIOR ( ) B. GOOD( )
C. FAIR ( ) D. POOR ( )
A. EXCELLENT ( ) B. SATISFACTORY ( )
C.FAIR ( )
B. SOMETIMES ( ) D. NEVER ( )
INSTANTLY?
C. SOMESTIMES ( ) D. NEVER ( )
A. EXCELLENT ( ) B. GOOD ( )
C. FAIR ( ) D. POOR. ( )
A. EXCELLENT ( ) B. GOOD ( )
C. FAIR ( ) D. POOR. ( )
A. YES ( ) B. NO ( )
CUSTOMER ?
10. WHICH OF THE FOLLOWING DO YOU THINK ARE GOOD TELECOM SERVICE
PROVIDERS?
A. BSNL ( ) B. VODAPHONE. ( )
C. AIRTEL ( ) D. RELIANCE ( )
E. TATA ( ) F. OTHER ( )
BIBLIOGRAPHY
TEXT BOOKS
1. DIRCTORY OF BIZLIST
PERIODICAL
WEBSITES
www.google.com
www.getitinfoservices(p)ltd.com
www.bizlist.co.in