Refusal Rebuttal 1 Interviewer Training to Increase Cooperation

2 What is a Refusal? • Active Refusal -“I will not talk to you” • Passive refusal or dropped the phone – Click, phone is hung-up • Passive refusal or busy right now - “I don’t have time” • Wants information or reason to refuse - “Asking for details” Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

3 Introduction • Why would they refuse? – Hear what they have to say • Your role and the interview process – Who you are and what you do • Call dispositions – Is it a refusal or not? • Common concerns and rebuttals – Let them know you are listening • Delivery – Believe it Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

4 Why would they refuse? • Objections are actually a good thing! – If respondents are asking you questions, then they care enough to hear more; they are testing the waters to see why they should continue with the call. • You must then probe to understand the underlying concern – The longer the respondents stay on the line, the greater your chance of a completed interview Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

5 Why would they refuse? • Listen to these common objections • What were the types of objections you heard? How can you rebut them? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

6 Why would they refuse? • What are we selling? – Respondents usually assume we are selling something. – Reassurance here is key. Help them to understand the research process and it’s benefits to their lives. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

7 Why would they refuse? • Distrust/privacy concerns/ “I don’t do surveys. ” - Who are you and why are you asking me all these questions? - Use of full name, always clearly stating the company you work for, ability to give company location and/or phone number help legitimize the reason for your call. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

8 Why would they refuse? • “I am not interested. ” – Not true! At this point respondents don’t have enough information to decide if they are interested or not. – What is the real objection? Don’t try to convince them of their interest, because this is not the real issue. What is the issue: Time? Distrust? Assumption of sales pitch? Listen, learn, probe, and address the real concern. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

9 Why would they refuse? • “I don’t have the time. ” – Be respondent friendly. Be ready to schedule a callback when convenient for them. Know the study schedule, respondent time zone and phone center hours. Include notes on who to ask for when making the callback. Use names whenever possible during callback (i. e. “Karen said to call back around 8: 00 to conduct the interview”). Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

10 Why would they refuse? • “I am on a Do Not Call list. ” – Help respondents understand the difference between research and telemarketing. What is respondents’ real concern? Do they assume it is a sales call? Are they concerned about privacy? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

11 Why would they refuse? • “You want to talk to someone else. ” – “Your opinion counts!” Let respondents know that their opinion represents thousands of consumers just like them. Make them feel important and empowered. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

Your role & the interview process 12 • Listen to the respondents – Listen to the words being spoken • Words like “now, ” “time, ” “busy, ” etc. , are clues that this call might be an opportunity for a callback. • Words like “who, ” “why, ” and “what for” can indicate a distrust of the process or the call and present an opportunity to rebut through education. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

13 Your role & the interview process • Listen to the Tone of Voice – Are respondents sounding angry, rushed, bored, distracted? Knowing the situation and mood of the respondents will help you to know how to address their concerns. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

Your role & the interview process 14 • Listen to background noise – Is the TV on? Is there a baby crying? Is a family member or friend shouting “let’s go” in the background? Again, understanding the respondents’ situation can help you know what to say. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

15 Your role & the interview process • Listen to yourself – Do you sound rushed? – Do you sound bored? – Do you sound upbeat? – Do you sound professional? – Do you sound like you care about the respondent? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

16 Your role & the interview process • Know when to push and when to stop – Trust what you are feeling • Do you sense that respondents may be lying? • Is the situation against you? • Is there hope for an interview today? – Leave the door open for another day • Don’t create a refusal – Know the different dispositions Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

17 Call Dispositions • How you code the call affects the possibility of a future attempt • It tells the next interviewer what happened • It determines who makes the next attempt and when it is made • It contributes to performance measures Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

18 Call Dispositions • Soft Refusal – Will not answer questions – No specific statement of unwillingness – “No time, call someone else, not interested” – Often used for first refusals – Usually called again at different time of day – Sometimes called by specially trained interviewers Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

19 Call Dispositions • Hard Refusal – Will not answer questions – Requests to not be called again – Uses threats, foul language, anger – Often used for second or later refusals – Usually not called back again Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

20 Call Dispositions • Callback (specified) – Cannot answer questions right now – Provides time or date for next call – Called again at specified time Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

21 Call Dispositions • Callback (unspecified) – Cannot answer questions right now – Does not provide time or date for next call – No one has refused to be called – Often called “Respondent not available” – Called again like No Answers or Answering Machines Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

22 Call Dispositions • Mid-interview terminate/Break off/Partial – Respondent answered screener and began survey – Unable or unwilling to complete all questions – If specifies time/date for finishing, code Callback (specified) – Otherwise, code as terminated – Usually not called again Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

23 Call Dispositions • Try to make a good faith effort at convincing a respondent before you dispose of the call – Did you ask some questions? – Did you address some concerns? – Did you listen and not rush? – Did you offer some options? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

24 Call Disposition Examples • Respondent: “I’m sorry, but I do not have time to do this survey, ” and hangs up. • Interviewer: Codes soft refusal. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

25 Call Disposition Examples • Respondent: “I’m sorry, but I do not have time to do this survey. ” • Interviewer: “Your opinions are important to us. When would be a good time to call back? ” • Respondent: “I don’t know, ” and hangs up. • Interviewer: Codes soft refusal. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

26 Call Disposition Examples • Respondent: “I don’t have time to do this survey, and do not ever call me again, ” and hangs up. • Interviewer: Codes hard refusal. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

27 Call Disposition Examples • Respondent: “I do not have time to do this survey right now. ” • Interviewer: “Your opinions are important to us. When would be a good time to call back? ” • Respondent: “You can call me tomorrow at 6: 00 pm. ” • Interviewer: Codes callback (specified). Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

28 Call Disposition Examples • Respondent: “I do not have time to do this survey right now. ” • Interviewer: “Your opinions are important to us. When would be a good time to call back? ” • Respondent: “I don’t really know. You’ll just have to try to get me at a better time. ” • Interviewer: Codes callback (unspecified). Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

29 Call Disposition Examples After the respondent has finished answering all the screeners and is in the middle of the survey: • Respondent: “I do not have time to finish this survey. I need to hang up” • Interviewer: “I understand, but since you have given me so much valuable information, I would very much to finish this survey with you. When could I call back and finish the survey” • Respondent: “Try me back in an hour” • Interviewer: Codes callback (specified), or similar code (depending on the CATI system). Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

30 Call Disposition Examples After the respondent has finished answering all the screeners and is well into the survey: – Respondent: “I am tired of doing this survey. I need to go now. ” – Interviewer: “I understand, but since you have given me so much valuable information, I would very much like to finish this survey with you. When could I call back and finish the survey? ” – Respondent: “There isn’t a good time. Please don’t call back. ” – Interviewer: Codes mid-interview terminate. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

31 Common concerns and rebuttals • Selling – I assure you that we’re not selling anything This call is for research purposes only. Your opinions help improve products and services. – We are only interested in your opinions, and at no time will we attempt to sell you anything. This is not a sales call and there will be no sales follow-up. Your responses are confidential and used only for research purposes. – You cannot buy anything from us at any time during this call. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

32 Common concerns and rebuttals • You will sell my name – All we are seeking is your participation in our national research study, and I assure you that we will not use your name for sales purposes or junk mail. – We never sell your name or information to anyone for the purposes of selling something; your answers are used for research purposes only. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

Common concerns and rebuttals 33 • Not interested – Can you tell me if you use/have/see (PRODUCT/SERVICE BEING RESEARCHED)? – IF YES: Doing this survey is your chance to express your opinions so (INDUSTRY BEING RESEARCHED) can better understand the customers they serve. – IF NO: (COMPANIES IN THIS INDUSTRY) are just as interested in the habits of those who don't use/have/see (PRODUCT) as those who do, and this is your chance to express your opinions. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

34 Common concerns and rebuttals • Not interested – In research, it is important that we try to speak with consumers who are difficult to reach as well as those that are eager to participate. The reason we call more than once is to explain why it is important that you participate, as you represent thousands in your area who were not selected to do this survey. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

35 Common concerns and rebuttals • No time – The survey takes only a short time, and your answers represent thousands in your area whom we didn't call. – I understand that your time is extremely valuable. The survey is short, and I will go as quickly as possible. – Since your opinions are so valuable to us, I would like to schedule a time when I can call you back. What would be a more convenient time to call you back this evening or on another day? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

36 Common concerns and rebuttals • No time/screening – We can call you at any time that is convenient for you. Can I just determine now if anyone in your household is eligible and then we can arrange a better time to do the interview with that person? – We would like to mail you the questions so that you can answer them at your convenience. I just need to ask you a few quick questions to assure we send you the correct information. These questions will take no more than 5 minutes. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

37 Common concerns and rebuttals • Didn’t ask permission – I’m sorry. I started talking to you because I do need to make sure you’re the person I can do the survey with. Let me just ask you two quick questions. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

38 Common concerns and rebuttals • Called a cell phone (Federal regulations prohibit the use of auto dialers to call cell phones where the respondent is charged for the call and has not provided express consent to be contacted ) – I’m sorry. Are you currently on the free minutes portion of your cell phone use? – IF NO: I’m sorry, we will not call this number again. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

39 Common concerns and rebuttals • Survey too long – Please stay on the line just a few more minutes. We’re almost finished. Your participation in this survey is very important, because we can’t substitute your household with any other household once you’ve been selected. Your answers represent thousands of people like you who won’t have a chance to tell us what they think. Please bear with me, I’ll go very quickly. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

40 Common concerns and rebuttals • Concerned about privacy – We in the research industry understand completely your concern about privacy today. There are so many companies trying to not only sell things to you, but to sell your information as well. Reputable research companies belong to several industry associations that follow good business practices that protect your privacy. Your individual answers are never available; your answers are combined with the answers of everyone else in your county or city. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

41 Common concerns and rebuttals • Concerned about privacy – (COMPANY) is a marketing research company that's been doing surveys for XX years. In all of that time, we have never released any individual answers to anyone. Our results are grouped only at the county or city level and are shown as percentages. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

42 Common concerns and rebuttals • Concerned about privacy – IF APPLICABLE: The toll-free number for our Consumer Research Department is 1800 -XXXX if you'd like to verify that we really are a research company. After you call the toll-free number I can call you back to do the survey. How does that sound? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

43 Common concerns and rebuttals • Concerned about privacy – IF APPLICABLE: We are members of the Council for Marketing and Opinion Research, who works to protect the privacy of all respondents. You can visit the website cmor. org for more information on our standards. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

44 Common concerns and rebuttals • Too personal – The personal questions we ask help companies understand different consumer preferences. Companies never see one particular person’s answers by themselves, just in groups. – The personal questions we ask are merely a tool companies use to place the XXX, XXX surveys we do each year into smaller groups that have more meaning. Sometimes these differences are by age, race, female versus male, and sometimes by income. The opinions and uses of these groups help XXX TYPE COMPANIES understand the differences and hopefully offer better programming and content. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

45 Common concerns and rebuttals • How will my answers be used? – Your responses are combined with those of other people in your area. Individual answers are not given out to anyone. The overall information helps companies understand the behavior and preferences of various groups of consumers. – The responses to the study will be used to inform major (TYPE) companies of new trends in the market. Your answers are completely confidential and are compiled as statistics along with those of others who participate. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

Common concerns and rebuttals (Cont’d. ) 46 • How will my answers be used? – The responses to the study will be used to inform major (TYPE) companies of new trends in the market. Your answers are completely confidential and are compiled as statistics along with those of others who participate. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

47 Common concerns and rebuttals • How will my answers be used? – We are collecting this information for research. Your answers will be kept anonymous. When we complete the study, we will give the researchers the combined information from everyone who participated in the study. The information will be handled in a confidential way so that no individual is identified. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

48 Common concerns and rebuttals • How will my answers be used? – Our ability to do studies like this one depends on protecting the confidentiality of the people we interview. We have strong security programs on our computer system to make sure that no one but authorized study personnel can get to the information after it is collected. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

49 Common concerns and rebuttals • Do Not Call Laws – I know, you are referring to the law that controls telemarketing companies that are selling over the phone. * We are a marketing research company, and companies such as ours do not fall under these laws when we do our research calls. May I explain the importance of our work and why we’re calling you? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

50 Common concerns and rebuttals • Do Not Call Laws – Let me apologize if I disturbed you, as that was not my intention. You are referring to the laws on telemarketing. * Opinion and research calls are permitted legally at this time. That law governs sales calls and we are not selling anything. We do marketing research, and these kinds of calls are allowed at this hour. – We often call people between 9 -10 PM because we find many consumers are not home, or busy, before then. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

51 Common concerns and rebuttals • Do Not Call Laws – Let me arrange an earlier time that is less disturbing to you so we can do this survey. What earlier time tomorrow is better for you? – I understand how the federal law may be confusing, but research calls are not included in the federal regulations that apply to telemarketing calls. We’re not selling anything; we’d just like to include your opinions in our research study. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

52 Common concerns and rebuttals • Do Not Call Laws *If asks about law: – 1991 TELEPHONE CONSUMER PROTECTION ACT – 1995 TELEMARKETING AND CONSUMER FRAUD AND ABUSE PREVENTION ACT – RESEARCH CALLS ARE EXEMPT FROM THE LAWS – DO NOT HAVE A DO NOT CALL LIST (BUT WILL REMOVE NUMBER FROM OUR PHONE LIST IF PERSON IS IRATE) – NOT SUBJECT TO THE $500/CALL FINE Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

53 Common concerns and rebuttals • Do Not Call Laws - IF NEEDED: – Information about telephone consumer rights may be obtained from: • the Federal Communications Commission (FCC) phone # 202 -418 -0200 or at www. fcc. gov • the Federal Trade Commission (FTC) phone # 202 -382 -4357 or at www. ftc. gov Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

54 Common concerns and rebuttals • You are a telemarketer – Yours is a good question: many telemarketers start their calls by asking questions, then switch to selling a service or product. A legitimate marketing research company will always start by telling you who they are and why they are calling. If you want to make sure at the beginning of a call whether you are talking to a telemarketer or a research company, stop the caller and ask the ultimate purpose of the call. Ask the person to explain what his or her company does and what the outcome of the call will be. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

55 Common concerns and rebuttals • I don’t do surveys – We’re conducting a survey of/on (group/topic) and it is important that we get the input of (type of group) adults. – We are interested in hearing from you because we can’t get an accurate view of (topic) across the United States without including every household randomly selected to be in our study. Yours is one of those households. So please help us out in this study. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

56 Common concerns and rebuttals • I don’t do surveys – It is very important that we include your views and experiences in this randomly selected, national study, so that (industry) can understand more what consumers are looking for. – I understand. A lot of people don’t want to talk to someone they don’t know. We called because you are one of the hard-to-reach consumers who can make a difference in what companies offer. This give and take works best when it’s live on the phone, and that’s why we’re asking for your help tonight. Remember, you can’t buy anything from me. Do you have any concerns about answering survey questions on the phone? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

57 Common concerns and rebuttals • Respondent selection—Why me? – I was referred to you by another member of your household. – We randomly select an adult in each household to ensure that our research findings accurately represent a cross-section of the United States population. In this case, AS AN EXAMPLE: the OLDEST/YOUNGEST MALE/FEMALE has been selected to complete the last few questions. OR: the person with the most recent birthday. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

58 Common concerns and rebuttals • Respondent selection process – Within each household, the computer randomly selects either a man or woman to answer our questions. We use this approach to be sure that we collect information from individuals who are representative of the entire US adult population. – The computer randomly creates phone numbers, and each household we reach represents many other, similar households. If we replaced one household with another, this makes the study’s findings less reliable. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

59 Common concerns and rebuttals • Respondent selection process – The reason we do this is to make sure we get a wide variety of people included in our survey. By choosing the person (mention selection method), we make sure we have that random group of people to participate. If we didn’t follow this procedure, we could not say that our results accurately represent the American population. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

60 Common concerns and rebuttals • Respondent selected not home – When would be a more convenient time to reach them? May I have a first name so I know who to ask for when I call back? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

61 Common concerns and rebuttals • How did you get my number? – We use a computer-generated list of random phone numbers to be sure we reach all areas of the U. S. – The computer generated a list of all possible phone numbers that could exist in the United States. Your phone number was chosen randomly from this list. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

62 Common concerns and rebuttals • How did you get my number? – Your number was created through a computer program that takes all of the known area codes and telephone exchanges. Then it creates a series of random 4 -digit numbers to attach to the area code and exchanges to create the numbers at random, from which the study participants are drawn. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

63 Common concerns and rebuttals • But my number is unlisted! – Our computer generates thousands of possible phone numbers. Many end up being unlisted or non-working numbers. We don’t buy lists of phone numbers and we don’t know who each phone number belongs to. This helps us keep the survey anonymous. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

64 Common concerns and rebuttals • Research has no value – Research allows you to share your opinions on goods and services you use in the marketplace. Many of the products or services you frequently use came to you with the aid of marketing research. The national companies that use marketing research know it is the best way of listening directly to the consumer, and your feedback can affect what is offered, where it is offered, and how it is offered. – You will help researchers understand what different people in the United States do in their everyday life, in using/doing (topic). Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

65 Common concerns and rebuttals • Research has no value – The research profession, and the clients who use us, know that your time is valuable. But equally valuable are your opinions about the goods and services that these national companies offer; that is why we ask you to take 10 -15 minutes out of your hectic schedule to guide marketers in what and where and when they should offer goods and services of interest and value to you. – You have been selected to represent thousands of people in your area, and this is your chance to express your preferences on (topic). Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

66 Common concerns and rebuttals • Research has no value – This is your chance to let (industry) know what your preferences are, and this knowledge can influence their decisions on programs, products and services offered. If the companies provide one product or service that benefits you in the future, your time will have been well-spent. This is your best chance to make the connection between your preferences and what companies offer. – We seek the opinions of all people. There are no right or wrong answers. We are only interested in your opinions based on your individual experience. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

67 Common concerns and rebuttals • Research has no value – Americans have always given input to the various areas of their lives; it is what we expect in our society. We let our elected politicians know what we want them to do in the legal area. We let our school boards know how we’d like our children educated. And we let companies know what products or services we don’t like by not buying them. Research studies like this are your chance to give your input on what you buy, use or see in the marketplace; sometimes even before it is available. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

68 Common concerns and rebuttals • Research has no value – Sir/Ma’am, your opinions are very important to our clients. This is your opportunity to voice your opinions and help guide development of products and services in the (topic) industry. We’d really like to include your opinions in our study. – Sir/Ma’am, this is a unique research study and your responses will guide development of products and services in the (topic) industry. Research is one of the most important ways in which companies improve their products and services to meet your needs. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

69 Common concerns and rebuttals • Research has no value – There is one other reason that it is important you give your opinions today. It is not practical, of course, that companies survey every person in your area. We have to select a cross-section of households that represent all the other households like yours that won’t be called. Therefore, your answers are vital to the study because they are the only voice of all those other households as well. Once a household has been selected for a study, another household cannot be substituted. Won't you take 10 -15 minutes of your time to be that representative who is heard? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

70 Common concerns and rebuttals • Research has no value – Sir/Madam, the products and services you use most often probably come to you with the aid of research. As researchers, our priority includes maintaining your confidentiality, respecting your privacy and accurately reporting your opinions. We have nothing to sell, the survey takes only a short time, and your answers represent thousands in your area who weren’t called. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

71 Common concerns and rebuttals • Research has no value – This is a unique research study, and your responses will guide development of products and services in the (topic of survey) industry. We’d really like to include your opinions in our study, and we think you’ll find it interesting. – Marketing research is one of the key ways in which organizations improve their products and services to meet your needs. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

72 Common concerns and rebuttals • Will you pay me for my time? – Research companies do not pay respondents, we do occasionally offer incentives for participating. We are not including such a gift at this time; however, this is an opportunity for you to voice your opinion, which are very valuable in terms of improving products and services you use. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

73 Common concerns and rebuttals • How long will this take? – This survey averages xx minutes in length. – The length will depend on the answers you give, but I’ll go as quickly as I can. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

74 Common concerns and rebuttals • Remember that how you sound is just as important as the words you use in converting a refusal into a successful interview. – – – Do you sound rushed? Do you sound bored? Do you sound upbeat? Do you sound professional? Do you sound like you care about the respondent? Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

75 Delivery • • Listen closely Decide what the concern is Answer quickly & decisively Answer appropriately Always assume the best Keep the pace moving but don’t rush Leave the door open for another day Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals

76 Delivery • A successful interviewer can react to the clues in the call and provide a convincing rebuttal immediately • Listen to these objections and rebuttals. Copyright 2007 CMOR- MRA Interviewer Training Modules Refusal Rebuttals