10 TIPS TO SELL MORE BY PHONE, PART X
1. Who Else Will Be Involved?
Knowing who else in an organization will influence the purchase helps
you to formulate and implement your optimum sales approach. You can
simply ask for this information: "Tell me, is there anyone else who
will be involved in the final purchase decision?" When you get this
information, it is helpful to draw up, and update your own organi-
zational chart of the prospect's company after each call. In each
person's box, fill in little tidbits of info about them. Then, by
referring to the chart before each call, you are able to put yourself
in the prospect's environment, and comprehend who else needs to be
sold, and what needs to take place before you can win the deal.
2. Not Selling Will Help You Sell
On a regular basis, place some non-sales calls. Pick a few customers,
and call them up just to chat. Let them know that the purpose of the
call is to get their input about what you and your company can do for
them. Ask them what they like about your company and products/services,
as this can be a good source of testimonials for you, and give you some
ideas on benefits you may not have thought of before. Also find out
what they would change about your service. If they have a problem,
this call provides an outlet for them to voice it. Further, the good-
will you establish is well worth the short time invested.
3. Look at their Ads
Do you sell to growing companies? A reader who markets in his local
area works from the current, and previous year's Yellow Pages. He
compares the ads in the same listing, and singles out the companies
whose ads have enlarged. He compliments them on their growth, for
which they are appreciative.
4. Place that Next Call
After the tenth "no" in a row, we all know the potential is there to
get discouraged. Don't do it. The fact that you heard one, ten, or
100 "no's" has absolutely no relationship to the call you are about
to place....unless you allow it to. If you place the next call with
the attitude that "this list stinks. This person won't buy," you'll
certainly fulfill your own prophecy. However, by learning from each
roadblock, and then moving on with positive expectations, you'll
inflate your chance for success.
5. Give Them a Reason to Answer
You need to ask questions in order to identify needs and sell. But
you also need to be careful not to come off as if you are interrogating
your prospect. By justifying your questions, showing what's in it for
them first, they then will be happy to answer your questions.
For example, if someone you mildly knew came up and started asking
questions about your job, how long you've been there, financial
situation etc., you'd be resistant. However, if the person introduced
himself and said you had been nominated for an award which carried a
substantial cash bonus from the company, you might be a little more
cooperative. Your prospects are no different. They want to know what's
in it for them, and then they'll decide to answer. Let them know in
the first 30 seconds of your call how they stand to gain, and they'll
spend time with you.
6. Build Anticipation
After you have gathered what you feel is sufficient information during
your probing stage of the call, say to the prospect, "I have a sug-
gestion to help you save money. Would you like me to get right into
it, or do you have further questions of me?" With this statement, you
build the prospect's anticipation and show consideration for his/her
needs.
7. A Non-Threatening Close
A non-threatening close is "How shall we proceed from here?" or "Where
do we go from here?" This is most useful in a multi-call process,
where all needs have thoroughly been identified and solutions explained.
If enough trust has been established, which it should, this close
works nicely.
8. Topics to Avoid
Some prospects have extremely strong political beliefs, and even go so
far as to form their business alliances based upon their suppliers'
political slants. Be careful not to get drawn into such a conversation,
for you could lose business based upon a "wrong" response. The best
strategy is to remain neutral. If he says "I think the Senator is a
jerk, don't you?" respond with, "He certainly can come off that way at
times," Or, if he asks your opinion of a particular candidate or issue,
say "I can understand both sides of that issue, and I would really
need to do more research before I could take a firm stand."
9. Get Their Attention
There are certain words and phrases you can use to help the listener
pay closer attention to your presentation. Here are a few:
* "Dale, if you don't use any other feature on the machine except the
one I'm about to tell you about, it will be worth the money..."
* "Jan, if I had to pick out the most important point about the
service, it would be this...."
* "If you don't remember anything else about what I'm about to tell
you, and I hope that doesn't happen, here's what I'd like you to
keep in mind..."
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This resource is (c) 1996 by, and excerpted from,
Telephone Selling Report newsletter.