Unit

Telephone communication

In this unit youll learn how to:

Assess the importance of telephone
communication within the company.
Identify the different devices and
business opportunities for telephony.
Analyse the various services offered
by telephone media.
Make and receive effective
corporate phone calls.
Properly apply verbal and non-verbal
communication techniques.
Use your phone as a tool for business
and marketing purposes.

And youll study:

The importance of telephone
communication for the company.
Phone media used today.
The most common features of the
fixed and mobile telephony and
through call centres.
The rules to achieve a good
telephone communication.
Telemarketing: types, characteristics
and uses.

Telephone communication

1. Telephone communication
Do you know that...?
Alexander Graham Bell (18471922) was born in Edinburgh (Scotland). He was raised in a family of
speech therapists. Both his grandfather and his father were specialists in this field, and he also
decided to continue the family
tradition to teach people to speak
properly.
Throughout his life, he became
interested in improving education
systems for the deaf, so his main
activity was aimed at studying
the learning system for those with
hearing impairments.
In 1873 he was appointed professor of Vocal Physiology at Boston
University. In addition to his teaching tasks, Bell studied how to design
an electromagnetic device that
could convert electrical impulses
into sound. Initially, his idea was
to build a device that was capable
of imitating the human voice and
reproducing vowels and consonants. In 1878 he opened the first
telephone exchange in New Haven
(Connecticut), United States, and
in 1884, the first long-distance
communication within the country from Boston (Massachusetts)
to New York was made.

Telephone communication is one of the most important forms of communication within

the company. Although today its use is being replaced by other forms of communication
(such as email), phone use is one of the most common means by which to materialize both
internal and external communications.
It is very important in business because it is the medium through which the first contact
with, or from the company is made. So, before any personal contact, the usual thing is to make
a phone call to arrange an interview or to specify any matter or topic. The interlocutor at the
other end of the line will form an idea about the company depending on the impression after
this first telephone contact.
In any case, beyond the business sector, it is also crucial to follow a proper technique when
having telephone conversations, as it is an essential tool to achieve our goals in a phone call,
either as its senders or its recipients.
From the standpoint of business communication, telephone use has an enormous advantage:
interlocutors dont see each other, and this may work for solving tricky or unfavourable
situations. As interlocutors dont see each other, the arguments provided in a telephone conversation may be more solid and credible if we apply the proper techniques and procedures.
Another advantage of this type of communication is that we can do other things as we speak,
such as taking notes, search for something on the computer, ask something to a work mate
(always with discretion), and so on.
Thus, we may say that applying the appropriate telephone techniques is essential to get the
most out of this communication tool in business.
Thanks to advances in technology, telephone communication devices have evolved generating new services and expanding its capabilities.

Case study 1. Who invented the telephone?

Alexander Graham Bell (1847-1922) has been traditionally regarded as the inventor of the
telephone. However, both Antonio Meucci and Elisha Gray claimed that they were also
the authors of this invention. What can you say? Find information online about the three
of them (for example, www.asinorum.com/meucci-bell-y-gray/407 or www.xatakaciencia.
com/telecomunicaciones/7-de-marzo-graham-bell-se-lleva-el-gato-al-agua).
Solution:
From the information in these links, it seems that the inventor of the first voice-transmission device was the Italian Meucci; however, he couldnt inscribe the patent of his telettrofono because of several economic and bureaucratic reasons. Both Graham Bell and
Gray inscribed on February 14, 1876 two separate inventions that were essentially the
same in the patent office, but the former got priority in the process (apparently because
of his contacts in the office). But in 2002, the Congress of the United States of America
also recognized Meuccis invention.

Activities

1. Today, there are several phone companies operating in

Spain, but do you know which company had the monopoly on phone service in our country? When did it begin
operating in Spain?
2. Customer phones usually start with the prefixes 900, 901
or 902. What are the differences among these prefixes?
112

3. Do you know how many users of mobile telephony are

there in Spain? Are they many or just a few regarding the
population in our country? Check these links for further
information: http://www.ontsi.red.es/ontsi/es/indicador/
evolucion-del-numero-de-clientes-de-telefonia-movil-enespana and www.ine.es.

Telephone communication

2. Telephone media and equipment

Almost everybody has a phone today (mobile, mostly). This device is widespread among the
population and, as we stated above, is one of the most important communication tools in
the field of business.
At the present time, more and more companies are using telephone systems to provide their
business services.
The various devices used in telephony are usually grouped into three types:
Fixed individual devices.
Private branch exchanges (PBX).
Mobile devices.
We will know more about these devices in the following sections.

2.1. Fixed telephony devices

These devices are known as fixed telephones. They are non-portable devices that connect
to other phones or to a telephone exchange through a network of conductive metals (copper
networks, although today these are being replaced by optical fiber networks).

Vocabulary
Optical fiber. Transmission medium that is often used in telecommunications, consisting of
a very thin fiber (it has the thickness of a human hair) that is
made of transparent material,
glass or plastics. It sends light
pulses that represent data to
be transmitted. The light source
may be laser or LED. Compared
to copper networks, it is much
cheaper (the raw material is
sand), but it has the disadvantage of its fragility and difficulty
to be welded.
Laser. Beam with a single wavelength (monochromatic), and therefore with a single colour.
LED. Light-emitting diode.
Diode. Electronic component that
allows an electric current to pass
in only one direction.

2.2. PBX
A private branch exchange or PBX is the equipment that connects calls between two
destinations or ends.

IP. It corresponds to the acronym for Internet Protocol. This

system allows sending and
receiving data over the Internet.

They are located in places or locations that hold all the equipment that plays the role of
connecting two different geographical points. Telecommunication companies manage the
equipment and provide services to both business and individuals.
Basically, PBXs are small telephone exchanges that are installed in the offices of a company;
their basic functions are call transfer among extensions, caller ID, conference calls, call waiting
and voice mail, among others, according to the needs of the company.
While they may be analogue or digital, digital PBXs today have virtually replaced the analogue
devices.
Furthermore, the development of services through the Internet has changed the classical
concept of PBX, which has been replaced by IP PBXs.

A. IP PBXs

Watch out!

Also known as VoIP phone systems, these

comprehensive telephone systems provide
telephone calls over IP data networks
(Fig. 6.1).
An IP PBX is configured to send all calls
using data packets through a data network
(Internet), rather than through traditional
telephone network. As we indicated above,
companies are now replacing their traditional systems for IP PBXs because of their
many advantages.

We must differentiate between

the concepts of Voice over IP
(VoIP) and IP telephony.
VoIP is a set of standards, protocols, devices and technologies
for the delivery of voice over the
IP protocol.
IP Network is the publicly available telephone service with
VoIP technology.
Fig. 6.1. IP PBX model.
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Telephone communication

PBXs also have telephone terminals or IP telephone terminals; the latter devices allow
communication using an IP network, either through a local area network or through the
Internet. Although they look like a regular telephone, this is actually a hardware that uses a
data network connection instead of a telephone network connection.
IP phones often have more options and advantages than a conventional telephone. As this
system is fully digital and programmable, those terminals usually have special keys; some
include a video camera to make videoconferences. The price of these devices is usually the
same as traditional phones.

B. Call centres
A call centre is a tool aimed at communicating with customers who use the phone
as a primary device.
Call centres (Fig. 6.2) manage both incoming calls (inbound) and outgoing calls (outbound).
Today, most call centres are managed with IP PBXs because the cost is much lower than with
traditional PBXs, and also offer a greater variety of services.

C. Contact centres
Fig. 6.2. Call centre.

Contact centres are an evolution of call centres aimed at managing a large volume
of phone calls, both incoming and outgoing calls.
They can also manage the relationship with customers through other media such as fax, chat
or messaging systems, both SMS and multimedia.
Case study 2. Free registration in IP telephony software

Internet provides users with IP telephony software that allows them to call or receive
calls at no extra cost on the price of their Internet connection. One of the best known is
Skype, which is very easy to install and configure.
In this case study we will download and configure it with the following parameters:
Account name with Skype.
User.
Password.
E-mail.
Add a contact to your Skype account.
Solution:
Creating an account with Skype is very easy. The steps are the following:
Download the program from the web: http://www.skype.com
Click on the file setup.exe
Follow the installation steps. We must enter: account name, username and password
(a combination of letters and numbers).
If the user is available, our Skype account is ready to be used.

Activities

4. Search the Internet for some VoIP service providers and write down the name of
three of them at least.
5. List three Spanish companies that have a call centre, and three with a contact centre.
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Telephone communication

2.3. Mobile devices

Mobile phones have undoubtedly meant one of the great revolutions of the twentieth century, as it has provided communications and mobility as no device ever did before. It has been
so successful that in some countries like Spain, recent studies indicate that the number of
mobile phone devices far exceeds the number of inhabitants.
A mobile phone is a portable device (wireless) that allows access to the mobile phone
network in geographic areas where the service provider has coverage.
Apart from making and receiving phone calls, there are many and varied functions that can
be performed today through a mobile device: making payments and balancing inquiries from
bank accounts, connecting to the Internet, sending and receiving emails, recording videos, taking quality pictures and running many other applications, depending on the phone we have.
The mobile terminals are now grouped into two types of devices: PDAs and Smartphones:
PDA. It is virtually a small computer (Fig. 6.4). The acronym goes for Personal
Digital Assistant. They allow us to browse the Internet and check our email at any time and
anywhere.
Smartphone. Imagine a mobile phone with further functions such as pictures and videos,
radio, MP3 player or television: this is a Smartphone (Fig. 6.5). The fundamental reason
why these devices have arisen is to try to make it easier for business management over the
phone.

Fig. 6.3. The first mobile phone. It is the

Motorola DynaTAC 8000X. It went on
sale in 1983 at a price of $ 3,995. It had
a weight of 0.79 kg and its battery took
ten hours to charge. For its development,
Motorola invested one hundred million
dollars and its research lasted almost
fifteen years.

The first so-called Smartphone was developed by the company IBM in 1992 and was called
SIMON. Its features were very limited (send and receive calls, calendar, address book, and
send and receive faxes), especially compared to current devices.
The main services that a Smartphone may provide are:
Internet, whatever our situation (work, home, etc.).
E-mail.
File transmission, mostly images.
Videoconference.
Digital camera (for video recording and photography).

Fig. 6.4. PDA model.

Audio and video quality player.

Electronic personal agenda.
GPS (geographical location maps of great accuracy).
Own operating system.
Activities

6. You probably have a personal mobile phone. Make a short list with the main features
of your terminal.
7. Search the Internet to find out the reason why mobile devices always have English
names.
8. Do you know the meaning of the following icons displayed on a mobile terminal?

Fig. 6.5. Smartphone model.

Watch out!
For some of the mentioned services, first we must hire or apply
for them to our telephone service
provider.
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Telephone communication

3. Additional services offered by

the telephone equipment
The services that telephony equipment can offer are varied, and availability depends on our
supplier of these services. In most cases, these services imply an extra charge.
Supplementary services may be grouped into:
Fixed telephony
Common features

PBX
Mobile telephony

Supplementary services
of telephone equipment

Billing-related services
Business-related services
Scheme 6.1. Additional services of telephone equipment.

3.1. Common features

There are certain features that are common within each type of service. We will study them
in the following sections.

A. Fixed telephony
These are the common features of fixed telephony:
Notice of charge

It allows the user to receive information on the cost of a call during and/or at the end of it.

Call forwarding

It diverts incoming calls to any phone number that has been previously chosen.

Call hold

It keeps a call on hold to attend another incoming call and retrieves it again.

Call waiting

It notifies an incoming call to the subscriber while talking, so that the subscriber may reject, accept
or ignore that call.

Call offer

It displays the incoming call on the screen and allows the recipient to accept or reject it.

Identification of the calling line

It identifies the incoming call numbers.

Three-way calling

Three people can talk simultaneously.

Completion of calls

In case of failure to answer a call, or when the user is busy, the call is finished.

Call transfer

It enables a user to connect two incoming calls.

Notice of initiation of multiconference

It allows a communication with more than one recipient at a time.

Recall

It makes a call to the last dialed number, even several times.

Table 6.1. Typical services of fixed telephony.

Activities

9. The services in Table 6.1 are not the only ones. Search the
web and explain these two supplementary services:
116

a) Do not disturb.
b) Multiple subscriber.

Telephone communication

B. PBXs
In the case of PBXs, the most common supplementary features are:
Identification of incoming calls.
Call restrictions. It limits the number of calls made to the outside.
Music on hold. Through this service, the user hears a musical tune chosen by the company
until the operator or the appropriate telephone extension answers that call.
Billing information. Through this feature we are informed about the cost of a service.
In addition to these features, there are others that are specific for IP PBXs, including the
following:
Call transfer, both internal and external.
Call forwarding when the line is busy or the call is not answered.
Do not disturb.
Remote extensions out of office (for telecommuters or employees of other offices).
Call groups.
Remote call capture.
Voice mail (general, individual and group) protected by password.
E-mail.

Do you know that...?

Telecommuting or telework is a
method that allows distance work.
Today, more and more companies
take advantage of the benefits
that this system has for employees
and for the company.

Management of blacklists (phone numbers with forbidden access).

Actions to be taken according to dates and times (working hours, holidays, etc.).
Conference rooms (two or more terminals simultaneously).
List of incoming and outgoing calls, with consumption graphics.
Automatic detection of incoming faxes.
Queuing of incoming calls (function for call centres).
Recording of incoming and outgoing calls (function for call centres).
Videoconferencing, which allows to carry out conversations and see two or more people
located in different geographical areas over the Internet.

C. Mobile telephony
The features that mobile terminals can offer will depend on the specific model and the
service provider (telephone company). The most common are:
Length of calls: both incoming and outgoing.
Voice mail: if a call is not answered, a mailbox will collect the messages.
Call forwarding.
Call waiting.
Missed calls: if our phone is off, out of coverage or busy, this feature will notify us the
incoming calls that we have received but havent answered. This notice is usually carried
out via SMS.
Address book: the terminal can store the phone numbers of your contacts. Each contact
typically includes several types of phone numbers (main, work, home, etc.), as well as other
data, such as email or web page.
Conference calling: it allows having conversations with several people at once.
Emergency call: it can communicate with an emergency telephone number, 112 (for
Europe), regardless of the mode in which the phone is.
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Telephone communication

Vocabulary

Voice recognition: it allows you to call a user number using your voice without typing
or selecting the number.

Bluetooth. Communication tool

that allows voice and data transmission via radio.

Infrared: it allows data transmission between devices. Now it is being replaced by the
Bluetooth system.

WI-FI. The term was coined by

the "Wi-Fi Alliance". It is a set of
standards for wireless networks.
It works with radio waves.

GPRS: this technology allows access to various services such as user location, routes and
maps checking, online shopping, etc.

WAP. Protocol that uses wireless networks (such as accessing

the Internet through a mobile phone). It means "Wireless
Application Protocol".
UMTS. It means "Universal Mobile Telecommunications System". It replaces the old GSM
and is used in 3G (third generation) terminals.
3G. Abbreviation for third generation. Services related to third
generation terminals provide the
ability to transfer voce, data and
non-voice data (such as downloading programs, exchanging
email and instant messaging).
Protocol. Set of rules that are
established for two devices to
communicate with each other.

SMS messages: service that allows you to send short messages. Each message is often
between 160 and 200 characters.
Multimedia messaging or MMS: it allows you to send messages with pictures, videos,
voice files, songs, etc.
Video calling: you can see your interlocutor in your terminal screen as you speak.
Downloads: you can perform legal downloads of music, videos, programs, and so on.
Email: you can send and receive e-mails on your terminal, but first you must configure your
mobile phone to do so.
Internet services: you can access the web via a modem or Wi-Fi networks.
GPS navigation: it allows you to use your terminal as a navigation system, for example,
when driving in cities that you dont know.

3.2. Billing-related services

Both fixed and mobile telephony have billing-related services. Depending on the service
provider, they may be offered for free or involve extra costs.
These services can be grouped into three types:
Information on bills: it is the set of data that appears on your bill, such as the user, phone
numbers that you call, duration and costs of every call, discount plans, and so on.
Consumption control: if requested, this service sends an alert to the user when a specific
billing limit has been exceeded.
Flat fee: it means that we pay a fixed amount in the billing period, regardless of the amount
and duration of calls. It is usually applied to fixed telephony users, but currently it is
expanding to mobile telephony.

3.3. Business-related services

When talking about telephony services related to business (apart from what has been already
discussed in previous sections), we must refer to the set of relationships with suppliers, employees and customers. Thus, in the corporate business world there are two important concepts:
M-Business (Mobile Business Development): it is the use of technology and applications
that enables business processes using mobile devices. It includes a number of activities
ranging from communications via e-mail to receiving product information via SMS or
ordering through the phone. M-business includes the following business types:
B2B (Business to Business): applications oriented to the sale of goods and services. For
example, it happens between a company and one of its customers (which, in turn, is
another company).
B2C (Business to Consumer): the process that occurs between a company and a consumer. For example, it happens between a company and a person buying something
through a mobile phone.
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Telephone communication

B2E (Business to Employee): set of activities aimed at providing products or services to

a companys own employees.
B2G (Business to Government): it is focused on business activities between business
and governments (either locally, regionally or nationally and even internationally).
M-Commerce (Mobile Commerce): this concept includes any transaction carried out
through a telecommunications network (such as those made through a mobile phone or
through PBXs). Buying a movie ticket using the mobile phone is an M-Commerce situation.
In turn, there are three types of service within M-Commerce:
Mobile-ticketing: a customer can order, pay for, obtain and confirm tickets from anywhere and anytime with a mobile device.
Mobile-banking: it is the use of mobile devices for transactions, payments or any other
kind of operation with a financial institution. It is performed via SMS or online.
Mobile payments: it is the charge to customers through mobile devices.

Case study 3. Services through mobile phone

We need to make a telephone appointment at a health care service, which is provided

through a call centre.
Lets see what kind of services are produced when we call from a mobile phone and:
a) We call a 902 number and we are informed about its cost.
b) They invite us to choose an extension (such as when we hear: "For consultations,
please press 1; for outpatients, please press 2; otherwise, please hold the line").
A tune plays while we wait.
c) An operator tells us that the conversation will be recorded for security reasons.
d) We are told that the date and time of the appointment will be sent to us via a text
message (SMS) to our mobile phone.
Solution:
The types of services that we have been offered are:
a) Call to a premium-rate phone number (information on costs).
b) Call transfer with music on hold.
c) Queuing for incoming calls and recording of incoming calls.
d) SMS message service.

Activities

10. Indicate what type of business is occurring in each of the following cases:
a) A car company sends an SMS about a new car model.
b) A bank offers insurance for a client company through an MMS.
11. Imagine you have a mobile terminal and you receive the following messages:
a) "Sudinero Bank informs you that a charge of 150 has been made on your card
4546.XXXX.XXXX.8796 on 12.12.2012. Concept: purchase made on Amazon.
More info: 909.11.22.33".
b) "Entradasdirectas.com: confirmation is requested for purchases on 12.12.2012 at
19:30. Concept: 3 tickets. Send an SMS to 600.56.89.75. SMS cost: 0.09 cents + VAT".
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Telephone communication

4. Rules for a good telephone

communication
Achieving a smooth and effective communication when we hold a telephone conversation is
essential, as we anticipated. Therefore, we have to follow certain rules such as those provided
below.

4.1. Basic rules

Today, the phone has become an essential element in the normal life of any company.
In section 2.5 of the previous unit we studied some techniques for establishing effective telephone communication from the point of view of the channel; in this section we will see other
techniques not only to achieve effective communication, but also to generate a positive image of ourselves and the company and achieve business and professional goals.
A phone call is often the first contact that our interlocutor has with our company, so this
call has to be perfect in order to transmit a good image. Similarly, when we make
personal calls, we must also act in an appropriate way, because what we pass on will create
an image of ourselves in our interlocutor.

Stages of a phone call

When making a phone call, we can distinguish four stages in the process:

Introduction

At this stage, whether we call or receive a call, we must greet, identify ourselves (by
name and surname), identify the company and include the reason for the call. For
example: "Hello, my name is Josefa Martn, from the company Metalplus, S. A. I want
to talk with the head of works, please".

Spanish assistant
Aunque en esta unidad hay varios
ejemplos de frases que suelen
utilizarse al telfono en ingls,
aqu tienes algunas ms para que
puedas afrontar la difcil tarea
de comunicarte a travs de este
canal:
Hello, this is Mara Gutirrez.
How can I help you?: como vers, al presentarnos no decimos
I am, sino this is.
May I speak to the HR manager, please?: fjate en que es
ms correcto usar may que can
cuando queremos expresar el
motivo de la llamada. Sin embargo, otra forma muy comn
de expresar los mismo es: Can
I have the HR manager, please?
Please hold (the line): esta es
la forma de pedir a quien llama
que se mantenga a la espera
mientras pasamos la llamada
o consultamos que la persona
que puede solventar el problema.
120

Once we have contacted the person we want, the conversation starts. For
example, if we want to introduce new products or services, we must explain the
advantages and the features that differentiate them from similar options; we may
name some customers who have already purchased some of them, and so on.

Development

During the course of the conversation, we must assess the interlocutor in order to
adjust to adjust the vocabulary we use to his or her level, because if we use technical
terms they might not understand us.
We will also pay special attention to fillers, such as: "Eeehhh", "um...", because
the perception about our intelligence or security in the interlocutor may be
damaged. Instead we can use a pause, as it will only last a few seconds and the caller
wont notice.

Closure

It is the turning point of the conversation, as we must have achieved the goal of
the call before hanging up. For example, if you want the interlocutor to give you an
appointment to introduce your products, you can say: "If its OK with you, Mr. Daz,
we could meet in your office next week and would show you some samples. Could
you make it on Tuesday?".
If you dont reach the goal in the first call, try to arrange another phone call for a
more convenient time for the interlocutor. In that call you will repeat the process.

Farewell

It is time to finish the communication with our interlocutor. To say goodbye

properly, we must thank the interlocutor for the attention and use a polite set
expression such as: "Thank you for your time, Mr. Daz. Have a nice day".

Table 6.2. Stages of a phone call.

Telephone communication

4.2. Rules for answering a call

Now, we will study certain rules that will allow us to answer a phone call properly and
to transmit a good image of our company. Table 6.3 groups them into two types: those
associated with non-verbal communication and those concerning verbal communication.
Rules relating to aspects of non-verbal communication

Rules relating to aspects of verbal communication

Answer calls as soon as possible: the first or second ring.

Answer politely and courteously. For example: "Tadami Muebles, good

morning", "Tadami Muebles, this is Mara speaking, how I can help you?".

Speak in a relaxed and soft tone.

Pay attention to your diction and pronunciation. You must take special
care if you have a very strong regional accent that may prevent our
interlocutor from understanding.

Voice volume must also be moderate.

Be very careful with words that we dont want the interlocutor to hear, as
covering the handset may not be enough. If your interlocutor hears what
you say, you will create a very bad impression.

Do not keep the caller on hold for long. A maximum of 30 seconds.

Do not forget the rules of courtesy and always treat your interlocutor with
the word "usted", unless he or she tells you not to do so.

If we know that it will take a long time until we assist the caller or if
the person he or she wants to talk is not available, it is best to inform
the caller, ask him or her to call some other time or give the chance of
leaving the name and/or a message.

You must give time to say goodbye and wait for the caller
to hang up before we do.

Stop what you are doing and pay attention to the call.

If you notice that the interlocutor is a foreigner, you will speak slowly and
vocalizing, but never shout.

Table 6.3. Rules to answer a phone call properly.

4.3. Rules for making a call

The rules that allow us to make successful telephone calls and to create a good image of our
company and ourselves are the following:
Rules relating to aspects of non-verbal communication

Rules relating to aspects of verbal communication

When greeting, you will use a voice tone transmitting strength

and confidence, avoiding hesitation.

When making a call, we must greet the interlocutor and identify ourselves
with our name and surname and the name of the company we work for. For
example: "Good morning. Im Jos Pedrosa, from the company Complete
Consulting. May I speak with Mr. Juanes, please?". If we are not calling for
professional reasons we can simply say: "Its personal".

You must vary the tone throughout the conversation. There is

no need to exaggerate, but using a monotone tone bothers
the interlocutor, as it shows a lack of enthusiasm or boredom.

If we ask for a specific person, the right thing is to use "Don" or "Doa" before
the name, or "Seor" or "Seora" before the surname. Never use family
names or nicknames.
If the person you want to talk to is not available at this time, we may ask what
time is best to reach him or her.
If you have already contacted the right person, you should ask whether it is
good time for him or her to talk, as this person may be busy. If the interlocutor can talk at that time, we will continue with the conversation; if he or she
cannot, we will arrange another time to make the call.
If you leave a message with the reason for the call, the message must be clear
and concise and should reflect the reason for the call, as well as our name and
phone number for future contact.
If you are calling somebody back, you must state when you were called.
If we have agreed day and time to call, we will respect the agreement.

Table 6.4. Rules to make a phone call properly.

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Telephone communication

4.4. Skills to act as a filter

Important
When we answer the phone we
must be prepared to take note of
any message they want to leave,
so remember to have a pen and
some paper at hand.
Ask the caller his or her name,
company, reason for calling, contact information (if he or she will
call again, leave a contact number...), and other information that
may be of interest to recognize
the caller (for example, the person and the occasion in which the
interlocutor is asking to meet).
Before hanging up, we will repeat
the most important information
of the message to make sure that
we have taken the right data.

Examples
If we answer the phone and we
must lie and say, for example,
that someone is not in the office
at that time, we must respect the
proper times to sound credible. For
example:
Z: "Zapatines, S. L., good morning".
M: "Good morning, I want to
speak with Mr. Mndez, please".
Z: "One moment, please, just
let me check is he is available.
Whos speaking?".
M: "Mariano Torre, from the
company Megacord".
Z: "Hold on, please".
(Pause to ask questions or to pretend you do)
Z: "He is in a meeting right now.
Do you want to leave a message?".
M: "No, thank you very much.
Ill call later".
Z: "Thank you, have a nice day".
M: "You too".
122

When one of your tasks in your job is answering the phone, you must develop several skills,
such as acting as a filter.
Acting as a filter is to select those calls that we must pass to our superiors among all
the calls we receive in the company.
The filter function also involves trying to find out the reasons for the calls and knowing who
is the right person to answer every call.

Techniques to act as a filter

Act naturally: you must keep a kind and gentle tone in all circumstances, especially when
you have to lie, a situation that we will often face when answering the phone at the company.
Find out the relationship that the caller has with the organization and if this person is
already known in the company. In many cases, the right question is: "Could you please tell
me the reason for your call?".
Check exactly who the caller wants to talk to. This is particularly relevant in the case
of sales calls: the sales agent or representative usually asks for the manager or the head of
a department, but they may not be the right persons to answer the call properly.
If we dont know whether the caller can be assisted or not, we will leave the call on hold
for a reasonable time to find out.
If our interlocutor cannot be assisted at that time, we will apologise and give the reason,
whether real or invented, why the person the caller wants to talk to cannot answer the
phone at that time. In addition, we will offer the possibility to leave a message.

4.5. Skills for dealing with complaints over the phone

More and more medium and large companies are providing a department or a person
responsible for handling the complaints that customers usually make.
However, many other companies are too small to afford the specific coverage of this
service, and then any employee must be ready to meet any customer and/or supplier
complaint, which are mainly communicated over the phone. Therefore, we must take into
account a number of techniques that allow us to properly address these calls.

Techniques for dealing with complaints over the phone

Greet and identify ourselves: we will transmit security to the caller.
Stay calm, with a soft voice tone and an average volume, although the interlocutor -as it
usually happens- is nervous, raises the tone and even screams.
Let the caller explain the whole situation that causes the complaint. This is better than
trying to interrupt with explanations.
Show that you are listening by using brief statements such as "I understand", "I see" and
the like.
Take notes of key points of the complaint so that you can answer them one by one without
forgetting any. If you have questions or you are not sure whether the caller understood
everything correctly, we may ask. This will also help us to maintain control over the conversation.
Dont underestimate the problem, even though the customer is exaggerating.
Agree that the caller is right only if he or she is, but not just to end the call.
Dont promise things that you cannot keep. If we have doubts about how to solve the situation, take note of everything you have talked about, write down the name and telephone
number of the caller and promise to call back as soon as you have made some inquiries
about the problem. This call back shouldnt take more than 24 hours.

Telephone communication

4.6. Job search with the phone

Although the use of the phone is not a very common method for active job search, it can be
very effective, particularly in SMEs, where it is relatively easy to contact the person responsible for recruitment (and it often coincides with the figure of the manager or owner).
To use this method properly and effectively, we must follow a series of steps that we will
study now.

A. Preparation
First of all, we must know the appropriate place to call. For this purpose, we have to select the
companies that might be offering a job position that fits our training and expectations.
Once the companies have been selected, we should collect information about them and about
the sectors to which they belong (Fig. 6.6).
If possible, we should also obtain the name of the person we want to contact: the head
of HR, the head of the department, the manager of the company... Another useful
technique is to find a possible contact within the company who can open doors when we call.
We must prepare what we want to communicate, so that there is nothing left to mention
after the call. To do this, it is advisable to have our professional and academic profile available,
allowing us to answer any questions that we might be asked during the call.
Finally, we must bear in mind the ultimate goal: to obtain an interview or to find out the
name of the person we can send our written information (CV, cover letter...).

Fig. 6.6. Before calling the company

offering the position, we should be
informed about it as much as we can.
Visiting its website may be really useful.

B. Calling process
Once prepared, we should make sure if we are calling at an appropriate time; thus, we will
avoid peak hours and the moments right before the departure time of the company.
Then, we will make calls in the order that we have established, and will take note of each one
of them to know where we have to call back and when we have agreed to do it, who we will
talk to and other issues of interest that they have provided.
Keep in mind that the call may be initially answered by an employee that will act as a filter, so
we must be prepared to pass this filter and to insist. In the event that the person you want to
talk to is not available, ask what time is good to locate and talk to him or her.

C. Reaching the goal

If we have succeeded in contacting the right person, we must speak without a plaintive tone,
and briefly and calmly explain who we are and what we believe we can provide to that particular company.
In our communication we will use the following keys, creating a good impression over the phone:
Aspects of non-verbal communication

Aspects of verbal communication

Show a positive and optimistic attitude.

Speak slowly and vocalize. Dont let nerves affect you.

Use a strong and assertive tone.

When we are asked about the reason for our call to the company,
we will clearly explain it, indicating the position or the responsible
person we want to talk to.

Table 6.5. Keys to give a good impression over the phone.

Finally, if we have an appointment for an interview, we will make sure the day, time and person we have the interview with, and we will write it all down to remember it.
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Telephone communication

Case study 4. How to establish telephone contact with someone

Julia Martn works for a company that sells office supplies,

Caperplush. She wants to introduce these products to the responsible person for purchasing office supplies in the consulting

company Cachn y Asociados, but she doesnt know the name

of the person she has to speak with. Lets study the development of the conversation.

INTRODUCTION

Solution:
Recepcionist (R): Cachn y Asociados, good morning. This is Mara Lpez speaking. How

I can help?

Caperplush (C): Good morning. My name is Julia Martn, from the company Caperplush.

May I speak with the person responsible for purchasing office supplies, please?

R: Hold on a second, please. Ill check if hes

available. (Pause)

DEVELOPMENT

R: Ms. Martn, Ill put you through to Mr. Gmez.

C: Thank you.

R: Mr. Gmez is not available at this time. Do you want to leave

a message?

C: Yes, please. Tell him Julia Martn called, from the company

Caperplush, to introduce our new range of products and services.

(Write down the name: Mr. Gmez)

Mr. Gmez (G): Good morning. Antonio Gomez speaking.

What I can do for you?

Repeat the call

C: Good morning, Mr. Gmez. My name is Julia Martn, from

the company Caperplush. My company sells office supplies

and the reason for my call was to arrange an interview to
introduce our new product catalogue.

G: Well, were very satisfied with our current provider and

G: This isnt really a good time to talk. We are

have no plans to change.

closing the fiscal year and dont have much time.

C: I can call any other time. What about in two

weeks? Could you make it on Tuesday 19?

FAREWELL

CLOSURE

C: I understand, Im sure the company you work with has a

good service. But we can offer exceptional prices because we

are manufacturers and dont work with intermediaries.
G: I didnt know you were manufacturers.
C: Yes, we have twenty years of experience in the sector. Do you
think we could meet this week? Could you make it on Thursday?
G: Yes, Thursday is a good day. Is that OK at half past three?
C: On Thursday at half past three Ill be there. Thank you very

much for your time, Mr. Gmez.

G: Thank you. Have a nice day.
C: You too.

G: That would be perfect. Ill be waiting for your

call.

C: Thank you for your time, Mr. Gmez. Have

a nice day.

G: Thank you too.

Activities

12. Divide the class in pairs and prepare the following

situations. For some situations you can ask a third student
to play the role of receptionist, if necessary.

13. Following the pattern presented in the previous case

study, develop at least three possibilities for this conversation.

Situation 1. Student A has just obtained a degree in

Administration and Finance and is looking for a company
to provide some training. Student B will be responsible
for the Human Resources department.

Marcos Gutirrez owns a repair shop. Juan is responsible

for accounting and also handles phone calls. Alfredo Lpez
is a young man searching for his first job as a mechanic; he
has made a three-month training period in another repair
shop and has studied a course on vehicle electrics during
the last six months.

Situation 2. Student A is the sales agent of a telephone

company that wants the company Pandehoy to hire
its services. Student B is responsible for the provision
of these services in the company and is very satisfied
with the service of the company they have right now.
124

Alfredo makes a phone call to Marcos repair shop, but

he doesnt know the person he has to talk to in order to
arrange a possible job interview.

Telephone communication

5. Telemarketing
Telemarketing is a marketing action in which the telephone is used as the communication channel; it is directly aimed at contacting customers or potential customers for
commercial purposes (for example, sales) or at improving corporate image (for example,
technical support), among other things.
Telemarketing itself is not a comprehensive sales strategy, but a sales or supporting method
for the company within its overall sales strategy, and it has specific characteristics. Thus,
mobile phone companies, for example, often use telemarketing to increase sales, but they
also use other complementary tools such as e-mail communication, conventional advertising
campaigns, etc. as well as their conventional stores (Fig. 6.7).
The two functions performed by this tool are: firstly, as a means of communication, and secondly, as a marketing channel.

Fig. 6.7. Telemarketing workers must

develop for optimal listening and
customer care with each client.

As a means of communication, it allows us to select and customize each contact, assisting

every client or potential client individually. It also allows for interactivity, since we can obtain the recipients response at the same time that we issue the message.
As a marketing channel, it allows us to schedule a sales visit at once in order to make
the sale of a product or service, and even to perform a direct sale (teleshopping), if that is the
goal of the call.

5.1. Telemarketing applications

Telemarketing applications are very diverse, but most of them are commercial and marketing
applications.
Commercial applications. Their goal is to make a sale, either during the call itself or
arranging an appointment to make that sale. Examples of such applications are:
Locating potential customers.
Arranging interviews for the sales team.
Keeping track of previous contacts. For example, to confirm the interest shown in a previous call, to sell or to confirm an order.
Teleshopping. That is to say, closing the sale of a product or service in the very act of
the call.
Generating new sales of a product that has been previously purchased or sell another
related product to the same customer.
Renewing subscriptions to services, publications, etc.
Communicating new offers and custom offers.
Attracting new customers or recover former ones.
Reactivating "silent" customers, that is to say, to work again on inactive user accounts.
Marketing applications. Their main objective is to gather information on actual or
potential customers. Their needs, customs, traditions, ideologies... This type of telemarketing doesnt have a clear sales purpose. These applications are:
Conducting customer satisfaction surveys.

Important
There are two different activities
within telemarketing, depending
on the direction of calls:
In outbound telemarketing
the company gets in touch with
customers or potential customers according to a contacts database that has been previously
developed.
In inbound telemarketing the
company receives calls from
customers or potential customers. These contacts result
from a previous action of the
company. For example, a company launches a newspaper,
e-mail or SMS campaign, in
which it invites customers to
call in order to obtain some product or service in return.

Vocabulary
Upgrading. Generating another
purchase of the same product.
Cross-selling. Make the sale
of a product that is related to
another that the customer has
previously purchased.
Follow-up. Keeping track of
commercial offers that have
been previously provided by
postal mail, e-mail or visit.

Creating or updating customer databases, whether real or potential.

125

Telephone communication

Market research. This section includes multiple applications: surveys on consumption

habits, on brand awareness or positioning and on immediate response to an advertising
campaign, among others.
Launching and keeping loyalty programs.
Customer service centres.
Surveys on voting intentions.

5.2. Advantages and disadvantages of telemarketing

Like other advertising tools, telemarketing has certain advantages but also some disadvantages, which must be assessed to decide whether or not it is appropriate to apply this technique
in our business strategy.
Advantages

Disadvantages

There is a direct and immediate contact with the actual or potential customer. By establishing a feedback channel we may know the
customer questions and clarify any doubts on the spot, prevent-
ing potential uncertainty in the purchase decision and encouraging
the final purchase.

There is no visual information, so that people who make or answer calls

must be aware of all the recommendations we have mentioned above in
the process of telephone communication.

The cost is lower than making personal visits, as these require more
time and travel costs.
It allows the task of finding potential customers quickly.
We can keep in touch with customers even when we cannot visit them
personally.
The sales territory may be expanded without creating branches or hiring
representatives in other regions or countries.
It provides immediate results on the benefits of the action or its
acceptance.

If our company has no database of potential contacts, the acquisition or

creation of a custom database is very expensive. If we buy an existing
database, many contacts might not match our potential customers. And if
our company already has one, we must consider the costs of maintaining
and updating it so that can be effective and useful.

This tool is often regarded as an intrusion, and many companies dont

make a proper use of it; thus, this type of communication has become a
nuisance to many phone users, who reject any telemarketing action as
soon as they know the purpose of the call.

Table 6.6. Advantages and disadvantages of telemarketing.

5.3. Skills to develop a telemarketing professional

To make a successful telemarketing campaign we must consider three aspects:
1. The contact file or database of potential customers must be properly updated and
consistent with the objectives of the service or campaign. For example, if we want to offer
an Internet connection via optical fiber, it doesnt make much sense to have contacts in our
database who already have this type of connection or who live in areas where this type of
connection is not possible.

Web
If you want to learn more about
telemarketing applications, read
this article:
ht tp://w w w.puromar keting.
com/23/6979/maneras-utilizarllamadas-masivas.html
126

2. We must have the appropriate technical and technological means. For example, if we
want to make five thousand contacts a day we have to calculate how many phone lines
we will use, how many computers, what is the quickest way to fill in the forms, and so on.
3. Finally, we must have a sufficient workforce that is trained and skilled enough to meet
the objectives. For example, if we want to extend our sales network, we must have
team available to move to the clients office to close the sale if necessary. Furthermore,
when the telemarketing team is large, or in massive campaigns, we must hire a supervisor
for every eight or ten workers to monitor both quantitative (for example, the number
of calls) and qualitative aspects (for example, if phone assistance is being polite,
correct, etc.).

Telephone communication

Lets have a look at the stages that we must follow:

Before the call
We will carefully prepare it: we must test our voice tone, the words that we will use to say
hello or goodbye, and even how to react to situations of rejection or verbal aggressiveness
by the interlocutor.
We must believe in our work. If we sell a product, we believe in its quality, and if we work
in customer service, we must want to help those who call.
During the call
Aspects of non-verbal communication

Aspects of verbal communication

The voice tone must always be soft and gentle.

Always use proper and polite language.

Check your voice volume. Use an average tone or raise it just a bit
if the caller doesnt hear you properly.

Speak slowly and clearly so that the caller can understand you.

Maintain an upright body position, a kind gesture and even a smile,

as the attitude is also perceived through the voice.

When greeting, always mention your name and the company you work for. If we
are calling, we will also explain our purpose.

Speak with confidence and professionalism so that the caller can

also feel safe.

Develop strategies to pass the filters and reach the right person.
During the conversation always try to keep everything under control. For example,
use questions to guide the conversation.
Keep a collaborative attitude with the caller, answering questions politely and checking if he or she understands your explanations.
Let the speaker talk without
interrupting until the end of
his or her explanation.

When finishing the conversation, always thank

the caller for their attention before ending the
communication.
Always wait for the caller to hang up.

Table 6.7. Aspects of verbal and non-verbal communication to be considered during the call.

After the call

If the call was successful, we will review the key points of the conversation: how we kept
everything under control, the strategy that we used to avoid a negative response, and so
on. These points will be analysed and used for future calls.
If the conversation was not successful, we will review our weak points and assess our
mistakes to avoid making them again.
If the caller always gives the same excuses, doubts or objections to a question or about a
feature of the product or service we offer, we must change our arguments or notify our
supervisor, because there might be a mistake in the planning of the campaign or service.
Activities

14. Divide the class in pairs and prepare the following telemarketing campaigns. Then
perform them using your classmates as real or potential customers.
a) Outbound. You work for a natural gas company. Youre going to call your current
customers to persuade them to also hire household electricity. Prepare the business
strategy in terms of: customer benefits, advantages of having a single supplier...
You must be ready to answer any questions that may arise.
b) Inbound. You work for a company that sells breakfast cereal and you have set a phone
line for customers to call and ask the questions they have about the new range of
cereal: fiber and vegetables, puffed rice with cheese and red-wine-flavoured corn flakes.
Develop the features of each product, such as nutritional values, possible counterindications, etc. You must be ready to answer any questions that customers may ask.
127

Telephone communication

Case study 5. Telemarketing calls

The NGO Nios en el Mundo is performing an action to attract

new members through a telemarketing campaign. Mara Llopis
is one of the telephone operators working in this campaign; she
likes her job and performs it with kindness and professionalism.
Lets have a look at the following telephone conversation
between Mara and a potential member. Pay attention to the
friendly and gentle tone of Mara, to the knowledge she has
about the NGO she represents and to the use of questions
to keep the conversation under control.
X: Hello, good morning.
ML: Good morning. My name is Mara Llopis, from the NGO

Nios en el Mundo. Whats your name, please?

X: Jos Fernndez.
ML: Good morning, Mr. Fernndez. I was wondering if
maybe we could talk two minutes about something that will
make you think...
X: Im kind of busy right now.
ML: I understand, but did you know that 25,000 children
around the world starve to death every day? And that this
could be avoided with a small contribution of each one of us?
X: Well, I didnt know that.
ML: Our NGO, Nios en el Mundo, has worked for over
twenty years with communities in third world countries to

develop self-sufficiency projects for these communities, so

that they can supply themselves and eradicate this problem.
Dont you think this is a very important job?
X: Of course I do.
ML: It is. But we need people like you, Mr. Fernndez, to help

us develop these projects. More and more members are

joining our NGO, because with only 10 per month, not a
big deal for us, you can save the lives of many children. Im
sure you want to help us with this.
X: Sure.
ML: Thank you, Jos. Would you be so kind to give me your

address and your ID card number?

X: Yes, I live in
ML: Thank you very much. Now I need your bank account

number. Take your time, Ill be holding on.

X: Here it is. Take note
ML: Thank you very much for your time, Jos. In a few days

you will receive your membership by postal mail. With this

action you are helping us save many lives.
X: Thank you.
ML: Have a nice day.
X: You too.

Activities

15. Give five existing examples of phone numbers of inbound telemarketing. Search
the web if you need it.
16. In pairs, think of three examples of commercial applications, and other three
examples of marketing applications. Once listed, explain the reasons why these
phones are included in either group.
17. Work in pairs and perform the following telemarketing conversations. When preparing the conversations, remember that the telemarketer must know the product
or service, so you will have to provide the product or sevice with history, characteristics, advantages for the consumer, and so on. A piece of the teething ring Dientitos2000 got stuck in the mouth of a 10-month old baby. The toy company reacts by
withdrawing the product from the shops; then it makes an advertising campaign
warning consumers of the danger and inviting them to return the teether. It also
provides consumers with a phone number to solve any doubts.
a) Student A is a worried father or mother who doesnt understand the composition
of a baby food jar that has just given to his or her son, who is allergic to lactose.
He or she also wants to confirm the production process. Student B is part of the
telemarketing company Bebesanote and must answer these questions.
b) Student A belongs to the team of a telemarketing campaign of the company
FoodExpress, aimed at home delivery service of food. The company wants to set
up in the city of Cdiz, but first it will perform a survey of potential customers to
assess the acceptance. Student B is a young bachelor, aged 30, who works fulltime: the ideal consumer of FoodExpress menus.
128

Telephone communication

Sum mar y
Telephone
communication

Importance of telephone communication within the company.

Fixed telephony devices.

Telephone means
and equipment

PBXs.

IP PBXs.
Call centres.
Contact centers.

Mobile devices.

PDA.
Smartphone.
Fixed telephony.

Common features.

PBXs.
Mobile telephony.

Additional services
provided by the
telephone equipment

Rules for a good

telephone
communication

Billing-related services.
Business-related services.

M-Business.
M-Commerce.

Basic rules.

Stages of a phone call:

introduction/development/closure/farewell.

Rules for answering a call.

Aspects of non-verbal communication.

Aspects of verbal communication.

Rules for making a call.

Aspects of non-verbal communication

Aspects of verbal communication.

Skills to act as a filter.

Techniques to select the calls that

must be passed to our superiors.

Skills to handle telephone complaints.

Job search over the phone.

Preparation/Process/Reaching the target

Keys to create a good impression
over the phone.

Communication tool that uses the phone as the main communication

method in a systematic and planned way.
Telemarketing applications.
Telemarketing

Commercial applications.
Marketing applications.

Advantages and disadvantages of telemarketing.

Before the call
Skills to develop a professional telemarketing.

During the call

After the call

Aspects of verbal
and non-verbal
communication.

129

Telephone communication

Test review
1. A fixed phone is:
a) A mobile device.
b) A portable device.

d) Greeting, development, closure and farewell.

9. Which is the most appropriate greeting?

c) A non-portable device.

a) "Corrella company. Good morning".

d) None of the above.

b) "Corrella speaking".

2. Call centres today are:

a) Digital.
b) Analogue.
c) Analogue and digital.
d) None of the above.

c) "Corrella company, Julia speaking. How can I help you?"

d) "Corrella company, what do you want?"
10. Which of these statements is not true?
a) We can use "t" with the interlocutor if he or she gives
us permission.

a) Sends calls through packet data.

b) If the interlocutor is a foreigner, we must speak slowly

and clearly.

b) Uses IP telephone terminals.

c) We must answer the phone before the third ring.

c) Sends data over a network (for example, Internet).

d) The interlocutor must hang up before we do.

3. An IP PBX:

d) All of the above.

4. The first mobile phone was a:
a) Motorola.
b) Nokia.
c) Samsung.
d) None of the above.
5. The Personal Digital Assistant is:
a) A smartphone.
b) A type of IP phone.
c) A PDA.
d) All of the above.
6. With a Smartphone you cannot:
a) Send an email.
b) Make a video call.
c) Play music.
d) None of the above.
7. When a user receives information on the cost of a call, this
service is:
a) Call forwarding.
b) Completed call.
c) Recall.
d) Notice of charge.
8. What are the stages of a phone call?
a) Introduction, development, closure and farewell.
b) Greeting, presentation, development and farewell.
130

c) Presentation, development and closure.

11. Which is the best way to introduce oneself?

a) Good morning, my name is Juan Pelez. May I talk to
Tito, please?
b) Hello, may I talk to Javier Casares, from the Contracts
Department, please?
c) Good afternoon, my name is Nerea Tern, from the
company Marcola. May I speak with Mr. Gutirrez,
please?
d) Good afternoon, may I have the manager, please?
12. Which of these statements regarding telemarketing is not
true?
a) The team that makes telemarketing campaigns should
receive specific training.
b) The customer databases are revised while the campaign
is conducted.
c) Telemarketing allows contact with customers in remote
areas.
d) A good telemarketer should practice before making
calls.
13. Which of these statements regarding the development of a
telemarketing call is not true?
a) You must keep an upright body position when you talk
on the phone.
b) You must maintain the conversation under control, for
example, using questions to lead the interlocutor.
c) You must speak with confidence and professionalism.
d) At the end of the call you must apologise for having
wasted the interlocutors time.

Telephone communication

Ch ec k your lear ning

Assess the importance of telephone communication within
the company

19. Match the concepts in these two columns:

B2B

1. Explain in your own words why telephone communication

is important for the company.

Mobile ticketing
Phone media that are currently used
2. List the classification of existing telephony media.

M-Commerce

Business to Government

3. What kind of wiring network is used to connect fixed telephony equipment?

B2E

M-Business

4. What is the function of the classic telephone exchange?

Mobile payments

5. Indicate what type of PBX is used in most companies today.

6. What kind of network do IP phones use to connect?
7. Define:

Making and receiving effective corporate calls

a) An IP PBX.
b) A call centre.
c) A contact centre.
8. Today mobile phones are of two types, which are
Most common features of fixed and mobile devices and PBXs
9. List some of the services offered by mobile telephony.
10. Mention three features that fixed telephony usually offers.

20. Explain with your own words the different stages of a

phone call and give examples of each.
21. Imagine that you have finished your Vocational Training and that you want to start a job search in your area.
What are the previous steps before starting to call? Find
the name of three companies in your area and try to find the
name of the person responsible for human resources.
22. Rewrite the following conversations following the patterns
and recommendations that we have studied in this unit.

11. List four features that are usually performed by IP PBXs.

Conversation 1

12. Identify seven features of mobile phones.

X: Gmez y Asociados speaking.

13. What billing-related services are usually provided over the

phone?

Y: Good morning, miss. My name is Justino Paz, from

14. Define:

X: Do you want to speak with Lalito Rodrguez or Paco

a) M-Business.

the company MTX. May I speak with Mr. Rodrguez?

Rodrguez?

b) M-Commerce.

Conversation 2

c) Mobile-banking.

X: Fresnadillo company. Good morning.

d) Business to business.

Y: Hi. Im Luis Pol. Give me Don Armando.

15. What concept does the following definition refer to?

"Charge to customers made through mobile devices".

X: Yes, hold on a sec.

Pause

16. The set of business processes occurring between a company and its customers though mobile devices is called...

X: Don Armando is not available right now. Do you want

17. What is the call forwarding service?

Y: Yes, tell him that his brother-in-law called and that I

18. What telephone service allows you talk to three people at

once?

to leave a message?
need him to call me back.
X: Okay, Ill tell him. Bye!
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Telephone communication

Ch ec k your lear ning

Conversation 3
X: Good afternoon. Zapatines, S. L. This is Pedro Lores

speaking, how I can help?

Y: Good afternoon. May I speak to Mr. Mndez, please?
X: Yes, hold on a sec. Whos calling?
Y: Im Mario Torre, from Megacord.
X: Mm I think Mr. Mndez has just started a

meeting.
23. If you have to take a call from an unhappy customer, what
techniques would you apply to handle it?
Properly apply verbal and non-verbal communication
techniques
24. Explain briefly the importance of tone, volume and body
position in telephone communications.Also indicate the
tone that you would use in the following situations:
a) When answering a call.
b) When calling a company because you are looking for
a job.
c) When dealing with a complaint.
25. Indicate whether the following statements are true or
false:
a) If the person you talk to on the phone sounds younger
than you, you may use "t".

26. Indicate whether the following statements are true or

false. If they are false, explain why.
a) Telemarketing allows you to have direct contact with
the customer.
b) Many users feel an immediate rejection before any telemarketing action.
c) The consumer helpline is not telemarketing.
d) The cost of one telemarketing action is lower than the
cost of visiting clients at home or in their office.
e) In telemarketing actions, it takes between a week and
a fortnight to get the results on the profitability of the
action.
f) A database must be updated to be truly effective and
useful.
g) The immediate feedback we obtain with telemarketing
doesnt help in any purchasing decision.
27. What are the applications of telemarketing? Explain them
with your own words and give at least three examples of
each.
28. Explain in which of these actions would you use telemarketing. Justify your answer.

b) If we call back, we must state the day and the approximate time when we called.

a) You want to sell a new range of household items to

distributors; your product is characterized by modern
and contemporary design.

c) If the caller is a foreigner, we will speak slowly,

vocalizing and raising our voice so that the caller can
understand.

b) You want to arrange meetings with potential customers

to introduce a training company and its services.

d) Regional accents are not a problem in communication. We must use our own accent instead of trying to
correct it.
e) If we call a company and we have a close relation with
the person we want to speak with, we may use a nickname to refer to that person.
f) If we make a mistake while dialling a phone number we
have to apologize before hanging up.

132

Use the phone as a tool for commercial and marketing

purposes

c) You want to inform your customers that the billing

procedure of the company will change in the near
future.
d) You want to set up a helpline for customers so that they
can solve their doubts about the new highway code.
e) You want to create a helpline for customers to call and
give their views on a new horseradish-flavoured yogurt
that you have just launched.