Ask if this is a convenient moment to take up two minutes of their time. If not, ask if

they would like to be called back later. If yes, make a time to call back. If no, ask if they

wish to remain on your phone and/or mail list.

  Be polite, listen and be flexible where possible.

  Be persistent but not pushy. If they're not interested this time, they may be the next, so

use this call to obtain some information such as the best time to call them, any specific

interests (e.g. artist, artform). 

  Tell them more about the event and the incentive you're offering them. 

  Try to ascertain at what point in your sales curve they're at: i.e. at point A, B, C, D or E

(refer to the bell shaped curve on page 25). 

Once you've worked out where they are on the buying behaviour curve you have a

number of options: 

A

: They have not received the mail or don't know anything about your event. Ask if they

would like to receive a personalised letter and flyer so they can better absorb the

information   in which case check how they would like to receive it (post, e mail)

B

: They have received the direct mail but haven't thought much about it yet. You should

try to bring them to point C by emphasising additional information they may be

our message

interested in but have not yet seen. Or offer them an incentive to book early (e.g. the

show is selling out; book today and save). Also offer them the opportunity to view the

venue or event if they have the potential to bring a group

ng y

C

: if they're ready to buy at this point, you need to ensure they purchase by taking the

booking and credit card payment, and then arranging delivery or pick up of the tickets. 

icati

If they need to confer with a partner then make a convenient time to call back.

If a sale is not going to happen use this as a public relations opportunity. What are their

feelings towards your company/event? Counter any objections and introduce new offers.

If you have a number of people conducting the telemarketing, create a flow chart of

Commun

questions with spaces for them to fill in the answers. Brief your crew well so they can

answer any question about your event and are always courteous. Remember, it's your

reputation on the line.

To maintain and build on relationships, you should:

4

  ask when they would like you to contact them again and whether they have a preferred

time for you to call

  gauge their budget and planning cycles to help you time your approach

  ask open questions as a way of gaining as much information as possible

  identify key barriers for them attending your event: e.g. parking, cost, performance time,

childcare issues and ticketing issues

  try to address these barriers, where realistic.

Remember that exceeding people's expectations is a good way of giving superb service.

Record the information you gather from all calls so that you build up a detailed history of

communication with the customer.

49

Smart arts

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