Suhtlusstrateegiad ja -taktikad müügivestlustes
Communicative strategies and tactics in telemarketing calls

Summary/Abstract: In telemarketing calls communication takes place between business representatives on a win-win basis, which means that the caller is offering a competence (supposedly) needed by the receiver. The calls may have been addressed to top leaders of bigger Estonian companies.The original material for the present study consisted of 16 calls. However, only seven of them provided appropriate for the study as nine calls ended before ever reaching the marketing stage (for absence of the right person on the receiver end). The subcorpus analysed contained 7792 words used in 771 turns. The calls are part of the Estonian dialogue corpus (EDiK) maintained at the University of Tartu. The transcription system used is typical for conversation analysis. The article points out some broader conversational strategies, which last through several turns. Following those strategies helps to find out the internal structure of the calls, i.e. to disclose how exactly the caller attempts to arouse interest at the other end of the line. As was proved by the dialogues analysed typical telemarketing calls consist of the following phases: introduction and specification, kind attention, persuasion, approach from another aspect, agreeing with the client, establishing contacts for the future.

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