Can old dogs learn new tricks? Call center tactics, a psychological approach

Old dogs can learn new tricks, and should if one wishes to compete in today’s competitive consumer marketplace. But that doesn’t mean that you have to teach Fido to do back-flips or ride around in a leotard on a unicycle. Sometimes old tricks can be re-envisioned and given just enough flair to make them seem new again.

In the communications industry, one of these old tricks is a form of direct marketing that has a definite stigma attached to it:  Telemarketing.  If done right, however, telemarketing can prove to be a very effective weapon in your arsenal, and I’d argue that it should be a part of any organization’s marketing mix.  The problem is, most telemarketers are ill-equipped to deal with todays more savvy and time-crunched consumers, clients, and Association members. 

While direct mail formats are constantly being tested and revamped for optimal performance, the same cannot be said about most telemarketing scripts.  These scripts have become so universally familiar that both the rep and the prospect go on autopilot when these conversations commence.  This often means that the prospect is unwilling to give the rep’s message a fair consideration since the impression is “I’ve heard it all before.”

By utilizing a little good, old-fashioned psychology, however, this problem can be solved.  The concept is called neurolinguistic programming, which uses tactics such as embedded messages and vocal mirroring to achieve positive results.

In a nutshell, you need to create a script that strays from the traditional and far too often familiar style most commonly employed by customer service reps and telemarketers in order to adopt an approach that is engineered to be more psychologically persuasive.

An engineered telemarketing script gains its effectiveness by being subtle and, at times, even subliminal.  For instance, an engineered script would emphasize the embedded command “talk” to encourage the prospect to talk and allow the rep to continue with the presentation.

 An example would be the following:

“I’d like to talk with you about some / products that many customers to whom we talk tell us / they need to provide the most comprehensive and / current coverage in the industry. Do you have just a moment / more to talk with me about these beneficial products?

In the above example, I used the phrase “talk” three times, and implied the “need” to purchase the products.  I also inserted breathing marks ( / ) in the above passage. These marks are designed to prevent the Customer Service reps from breathing in expected places. 

Why interrupt normal breathing patterns?  Because most prospects decide whether they’re willing to consider the telemarketer’s message before they’ve even heard the sales pitch, and if they’re not interested, many of them will attempt to be polite by waiting for the familiar pause to indicate their decision.  Since the above script interrupts the pattern the prospect might expect, it enables the telephone rep to deliver the whole message without interruption. Moreover, it increases the likelihood that the prospect will be left alert and in need of closure. 

This is essentially the same concept behind a well-written teaser on an envelope.  It doesn’t matter how great an offer is if a prospect never learns of it.  The greatest challenge is to get a prospective customer to open your envelope or to listen to the whole phone conversation.  If successful, the likelihood that he or she will respond favorably to your offer increases tremendously.

The next trick is reserved for those prospects that are still on the fence and are reluctant to accept the offer. It’s called vocal mirroring.  The rationale behind this practice is essentially this:  when the speech patterns and metaphor use of a prospect is mimicked or “mirrored” by the rep, it positively influences the interaction. 

This fundamental principle of human interaction has previously been observed by countless psychologists.  For example, in a study by Van Baaren, Holland, Steenaert, and Van Knippenberg (2003), it was found that when waitresses mimicked the speech of their customers, they received higher tips than when they did not mimic their customers’ speech.

Now it should be understood that I’m not endorsing something as extreme as feigning an accent, but rather adopting similar patterns of communication.  For instance, if a reluctant prospect responds to your offer with “I just don’t see how this can help me,” the telemarketer can reply with “Give me just a moment more of your time and I’ll show you how it can help.”  The emphasis here is on the words “see” and “show”.  By adopting the prospect’s “sight” metaphor, the telemarketer increases the likelihood that the prospect will be willing to keep listening.

So is it possible to teach old dogs new tricks?  Absolutely.  Revitalize your marketing program with some of these psychologically-geared tactics, and take telemarketing out of the proverbial doghouse. 

Old dogs can learn new tricks, and should if one wishes to compete in today’s competitive consumer marketplace. But that doesn’t mean that you have to teach Fido to do back-flips or ride around in a leotard on a unicycle. Sometimes old tricks can be re-envisioned and given just enough flair to make them seem new again.

 

In the communications industry, one of these old tricks is a form of direct marketing that has a definite stigma attached to it:  Telemarketing.  If done right, however, telemarketing can prove to be a very effective weapon in your arsenal, and I’d argue that it should be a part of any organization’s marketing mix.  The problem is, most telemarketers are ill-equipped to deal with todays more savvy and time-crunched consumers, clients, and Association members. 

 

While direct mail formats are constantly being tested and revamped for optimal performance, the same cannot be said about most telemarketing scripts.  These scripts have become so universally familiar that both the rep and the prospect go on autopilot when these conversations commence.  This often means that the prospect is unwilling to give the rep’s message a fair consideration since the impression is “I’ve heard it all before.”

 

By utilizing a little good, old-fashioned psychology, however, this problem can be solved.  The concept is called neurolinguistic programming, which uses tactics such as embedded messages and vocal mirroring to achieve positive results.

 

In a nutshell, you need to create a script that strays from the traditional and far too often familiar style most commonly employed by customer service reps and telemarketers in order to adopt an approach that is engineered to be more psychologically persuasive.

 

An engineered telemarketing script gains its effectiveness by being subtle and, at times, even subliminal.  For instance, an engineered script would emphasize the embedded command “talk” to encourage the prospect to talk and allow the rep to continue with the presentation.

 

 An example would be the following:

 

“I’d like to talk with you about some / products that many customers to whom we talk tell us / they need to provide the most comprehensive and / current coverage in the industry. Do you have just a moment / more to talk with me about these beneficial products?

 

In the above example, I used the phrase “talk” three times, and implied the “need” to purchase the products.  I also inserted breathing marks ( / ) in the above passage. These marks are designed to prevent the Customer Service reps from breathing in expected places. 

 

Why interrupt normal breathing patterns?  Because most prospects decide whether they’re willing to consider the telemarketer’s message before they’ve even heard the sales pitch, and if they’re not interested, many of them will attempt to be polite by waiting for the familiar pause to indicate their decision.  Since the above script interrupts the pattern the prospect might expect, it enables the telephone rep to deliver the whole message without interruption. Moreover, it increases the likelihood that the prospect will be left alert and in need of closure. 

 

This is essentially the same concept behind a well-written teaser on an envelope.  It doesn’t matter how great an offer is if a prospect never learns of it.  The greatest challenge is to get a prospective customer to open your envelope or to listen to the whole phone conversation.  If successful, the likelihood that he or she will respond favorably to your offer increases tremendously.

 

The next trick is reserved for those prospects that are still on the fence and are reluctant to accept the offer. It’s called vocal mirroring.  The rationale behind this practice is essentially this:  when the speech patterns and metaphor use of a prospect is mimicked or “mirrored” by the rep, it positively influences the interaction. 

 

This fundamental principle of human interaction has previously been observed by countless psychologists.  For example, in a study by Van Baaren, Holland, Steenaert, and Van Knippenberg (2003), it was found that when waitresses mimicked the speech of their customers, they received higher tips than when they did not mimic their customers’ speech.

 

Now it should be understood that I’m not endorsing something as extreme as feigning an accent, but rather adopting similar patterns of communication.  For instance, if a reluctant prospect responds to your offer with “I just don’t see how this can help me,” the telemarketer can reply with “Give me just a moment more of your time and I’ll show you how it can help.”  The emphasis here is on the words “see” and “show”.  By adopting the prospect’s “sight” metaphor, the telemarketer increases the likelihood that the prospect will be willing to keep listening.

 

So is it possible to teach old dogs new tricks?  Absolutely.  Revitalize your marketing program with some of these psychologically-geared tactics, and take telemarketing out of the proverbial doghouse.

 

 

William Stone is a Publishing and Marketing Consultant operating in Philadelphia, Pennsylvania, USA.

 

 © William Stone, 2008. This content may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy and recording, so long as the author is notified via e-mail at wstone@WilliamStoneMarketing.com, and it is reproduced in whole, including this notice and the author’s biographic information above.

Singapore’s Savior from the Sea: A Tale of Sustainable Tourism

A case study in bigger, better marketing

Legend has it that long ago, when what is now Singapore was known as Temasek, a Javanese word meaning “sea”, a grand and majestic creature would rise from the depths of the ocean to protect the land and its people from peril. The beast, its plankton-entangled golden mane framing its lion head and scales that shimmered like a thousand pearls enrobing its fish-like tail, served as the area’s guardian for generations. Today its memory is sung in songs, recited in poems, and immortalized in statues. The most remarkable thing about this legend, however, is that it is not a legend at all, but a contemporary tale, only slightly more than forty years old.

As a professional marketer, I am enthralled by the story behind the story. The truth is that the Merlion was first envisioned in 1964 as an emblem for the Singapore Tourist Promotion Board (STPB). The Merlion was not born of the sea, but in the mind of a man, designed by Fraser Brunner, a member of the souvenir committee and a curator of the Van Kleef Aquarium.  

This manufactured icon was, nevertheless, beautiful in its poetic symmetry.  The Merlion’s head represents the creature (taken for a lion) that was spotted by Prince Sang Nila Utama of the Sri Vijaya Empire when he rediscovered the island in the 11th Century C.E. The prince later renamed the land “Singapura”, which in Sanskrit means “Lion City”.  The Merlion’s tail recalls the modest origin of the ancient city of Temasek, a small fishing village.  As one local Singaporean journalist eloquently put it in The Sunday Times on April 11, 1999, the Merlion “represents fusion of memory and imagination.”

Today, when countless tourists flock to modern Singapore to visit the five official Merlion statues sprinkled throughout the city-state, they are regaled with the modern Merlion “legend”.  It is rare that I have encountered such a sophisticated and successful promotional enterprise, and as a marketing professional I truly appreciate the immensity of the genius behind it. 

While the intention of the STPB was never to mislead prospective tourists into believing the Merlion legend that’s been popularized through such venues as the Merlion attraction on Sentosa Island, a Singaporean theme park, the fact remains that this innovative use of imagery, history, art, and folklore is an extremely successful promotional program of which the STPB should be proud.

Creating a sustainable tourist attraction with a close affinity to a fictional story has only successfully been accomplished a few times.  Possibly the best known instance of this was Walt Disney World’s erection of Cinderella’s Castle in 1971, which was a physical manifestation of the previously only imagined castle depicted in the 1950 movie (although, to be fair, I should point out that the castle’s design was heavily influenced by Neuschwanstein castle in Bavaria, Germany).  The animated film serves as an ongoing promotion for the theme park, just as the Merlion legend continuously supports and encourages tourism in Singapore.

Having been an independent republic for fewer than 45 years, Singapore is a young nation by anyone’s standards. Spanning only 272 square miles, it is tiny in terms of land mass, but Singapore’s sophisticated marketing savvy would seem to belie its youth and geographic dimensions.  This is one of the great success stories of the modern world of commerce, and why Singapore is recognized today as one of the most modern nations in Asia with such a strong economy. The lesson here is to think big, regardless of your size.  

Admittedly, sometimes big ideas require big bucks, so what are you to do if your budget is considerably smaller than your vision? The answer: Find ways to create new revenue streams with very little risk and almost no financial investment. Believe it or not, it is possible. Let me give you an example:

Establishing a publishing program in collaboration with an independent publishing house is a great way for Associations to produce non-dues revenue and provide optimal ROI. Even a small revenue stream from this enterprise would probably show up as positive income in a profit/loss analysis.

Here’s how it would work—under the publishing partnership arrangement, an Association:

■  provides content that can be adapted into books (e.g., a series of related annual meeting sessions, policy statements, guidelines, etc)
■  suggests new book topics, and
■  provides the collaborating publishing company access to potential authors and editors from its officers and members.

Many publishers will be more than happy to enter into a mutually beneficial arrangement like this where they produce marketable (and sellable) products based on content that the Association is consistently generating in return for providing the Association with a nominal royalty. The Association, in turn, is content with receiving access to an additional renewable revenue stream with minimal time and financial investments. It’s a win-win, and just one way of thinking bigger even when your budget is small.

Let the singular example of the Merlion inspire you to aspire to greater heights. Learn from Singapore’s model—think big and create your own sustainable revenue streams. The possibilities are as large as your imagination, as large as the “mythical” Merlion that teaches us that nothing is without reach, and no idea is too big to be realized.

 

William Stone is a Publishing and Marketing Consultant operating in Philadelphia, Pennsylvania, USA.

 

© William Stone, 2008. This content may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy and recording, so long as the author is notified via e-mail at wstone@WilliamStoneMarketing.com, and it is reproduced in whole, including this notice and the author’s biographic information above.