B 2 B Assertiveness Training Its not what

Module Objectives • Assertive interviewers complete more surveys. • Assertive interviewers are in control of the interview, especially with difficult gatekeepers and respondents. • Assertive interviewers have more confidence and are ready to meet each challenge. • By the end of this module interviewers will be able to identify and utilize assertiveness skills while interviewing. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 2

What is "assertive" and what does it mean? • Assertive – Positive or confident in a persistent way. • The definition of ‘assertive’ gives you an idea of how to conduct yourself while on the phone to achieve better results and more success. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 3

Assertive Interviewers: • Are prepared to meet objections in a prompt and appropriate way • Are willing to listen • Are cheerful • Are strong • Set an appropriate vocal image Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 4

Examples of Assertiveness "Not Interested…" "Not Selling Anything…" "Why should I participate? " "Against company policy…" Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 5

Examples of Assertiveness • Each interviewer utilized good vocal skills • • Tone Pace Energy Natural & Conversational • Each Interviewer was prepared • Each Interviewer listened answered the objection appropriately Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 6

What Assertive Is Not Timid Argum entativ Tired/Bored Hostile Mono tone Rude Copyright 2007

A Good Way To Think About Assertiveness: • Passive = No Control • Aggressive = Out of Control • Assertive = In Control Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 8

What words can you think of to describe Assertiveness? Copyright 2007 CMOR- MRA Interviewer

Assertiveness When you are confident and in control, you will find that you have an easier time gaining gatekeeper and respondent cooperation and completing each survey (especially with more difficult respondents). Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 10

What Would You Do? "We don't want to participate. We never do surveys over the phone!" "Hello. This is John, a research assistant calling from National Research. Today we are conducting a survey…" Interviewer Copyright 2007 Gatekeeper CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 11

A Timid/Non-Assertive Response "We don't want to participate. We never do surveys over the phone!" "Oh, I'm sorry to have bothered you. Thank you for your time. " Gatekeeper Copyright 2007 Interviewer CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 12

An Aggressive Response "What do you mean you never do surveys? This will only take a couple of minutes. Can't you give me 5 minutes out of your day!" "We don't want to participate. We never do surveys over the phone!" Gatekeeper Copyright 2007 Interviewer CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 13

An Assertive Response "We don't want to participate. We never do surveys over the phone!" "I understand you may be hesitant to participate. May I ask why you never do surveys? Asking this question could lead the gatekeeper or the respondent to reveal they think all surveys are a trick to get you to buy something. Gatekeeper Copyright 2007 Interviewer CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 14

Ways You Can Be Assertive There are several ways to be assertive on the phone without being pushy or aggressive. The following are some techniques and ideas to help you be more successful on the telephone. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 15

Ways To Be Assertive 1. Use an assumptive approach. 2. Be Cheerful & Enthusiastic. 3. Use a pleasant modulated voice. 4. Talk at a good pace, but not too slowly. 5. Don't interrupt or talk over the respondent. 6. Combat refusals on every call. Copyright 2007 7. Listen to the respondent. 8. Acknowledge the respondent. 9. Always be in charge and positive. 10. Understand refusals are not personal. 11. Play the part. 12. Visualize success. CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 16

1. Use an Assumptive Approach • Do not ask for permission to conduct the survey. • Assume the gatekeeper will pass you to the respondent and the respondent wants to give his opinion. Read each introduction as if that is the case. • If you read the introduction in a questioning, timid, hesitant or passive tone, you give the gatekeeper or respondent an opening to refuse. • If you don't feel the respondent will participate, why should he? Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 17

2. Be Cheerful & Enthusiastic • Your enthusiasm will translate through the phone and make the gatekeeper more likely to put you through to the respondent, and the respondent will be more likely to participate in the survey. Your voice is the “key” to opening the door! Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 18

3. Use a Pleasant Modulated Voice • Use a pleasant modulated voice that is not MONOTONE. Talk in a normal, conversational tone of voice. • Do not talk too loudly or so softly that the gatekeeper or respondent has a difficult time hearing and understanding you. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 19

4. Speak at a Normal Pace • You do not want to talk too slowly, which may cause the gatekeeper or respondent to lose interest or provide an opportunity for refusal. • However, do not speak so quickly that the gatekeeper or respondent cannot understand what you are saying. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 20

4. Speak at a Normal Pace • Read at a normal pace that moves from introduction to first question, then from question to question without pausing. • Adapt your pace to the gatekeeper or respondent. If the gatekeeper or respondent seems to have difficulty comprehending the question, slow down to be better understood. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 21

5. Do not interrupt the respondent • Do not interrupt or talk over the gatekeeper or respondent. • Wait for her to finish before speaking. • Be prepared to respond when she finishes speaking. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 22

6. Combat Refusals on Every Call • Clear or rebut every refusal. • Utilize appropriate transitional phrases, standard responses and voice skills to counter each and every refusal. • Try to counter two refusals before thanking the gatekeeper or respondent and ending the call. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 23

7. Listen to the Respondent • First and foremost, listen to not only what the gatekeeper or respondent is objecting to but also what is beneath the objection. • Address not only the concern the gatekeeper or respondent voices, but also try to answer any questions or fears that may be behind the original objection. • Assure the standard response or rebuttal answers the objection. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 24

8. Acknowledge the Respondent • Acknowledge the feelings and concerns of the gatekeeper or respondent. • Let him know you think his concern or objection is important. • Address any underlying concern you can sense. • If you can answer his refusal with solid, persuasive reasons to participate or complete the survey you will have greater success. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 25

8. Acknowledge the Respondent • See a refusal as an opportunity to educate the gatekeeper or respondent about how and why marketing research is not telemarketing; and every person's opinion is valuable. • Don't be afraid of or worried about objections. Think of objections as positive. • The objection may be a signal saying, "give me reason why it is worth my/their time and effort. " Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 26

8. Acknowledge the Respondent • The next time a gatekeeper says to you, “She doesn’t have time to do a survey, " what he is really saying is, "Tell me why I should ask my boss to make time to do a this survey; why is it worth her time? " • Try to counter at least two objections before thanking the gatekeeper or respondent and ending the call. • Remember, though, that it is ALWAYS the gatekeeper’s or respondent's right to decline participation in a survey. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 27

9. Always Be In Charge & Positive • You are conducting the interview, therefore you should be in control of the survey. • The longer you keep the gatekeeper or respondent on the phone, the greater the chance of gaining their cooperation or achieving a completed interview. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 28

10. Understand Refusals Are Not Personal • If you realize the gatekeeper or respondent's objection is not with you, you will have a much greater chance of remaining calm, listening and responding to their objection, and converting the refusal into participation. • Forget the next call as soon as you hang up. The next person you call is a new opportunity to complete a survey. • Be positive with each new person. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 29

11. Play the Part • Get ready to play a role while the phone is ringing. • Compose yourself and get ready to "be on stage" during each call. • No matter how you feel that day, sound confident and pleasant every time. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 30

12. Visualize Success • If you can visualize a successful, positive outcome to each call you can begin to make those visions a reality. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 31

Be Assertive When on the Phone • • Think of something positive Compete with yourself Challenge yourself to improve Use a consistently strong, pleasant, and confident tone of voice. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 32

Make it your goal to find the right level of assertiveness to assure your success. You have to feel comfortable with your work in order to convince the person on the end of the line to do the survey. Copyright 2007 CMOR- MRA Interviewer Training Modules B 2 B Assertiveness Training 33