10 TIPS TO SELL MORE BY PHONE, PART II
1. For the Indecisive Prospects
Kay Oswalt, a telesales rep with Shamrock optical uses this technique
to prompt the reluctant prospect to make a decision, or to surface a
real objection: "So you're waiting for ... what ... before you're
going to give us a try?"
2. Give Choices of Answers
When using the alternate-choice close ("Would you like the red or the
blue model?"), or using the same technique in your information-
gathering, position the last choice the person hears as the one you
would prefer them to choose. For example, if you want someone to take
quick delivery, you might say, "Did you want that delivered on the
10th, or would the 5th be better for you?" The reasoning is that the
last choice is the one that lingers in the person's mind, therefore
making it easier to choose.
3. Ask First, Then Tell
Using similar rationale as the aforementioned tip, when you are
asking for the decision maker, or anyone for that matter, consider
making your request first, then stating your name and company. For
example, "Hello, I'd like to speak with Pat Kimball please. My name
is Gene Pane with Ace Industries." There are several reasons for this:
* It answers in advance the often asked question from the screener,
"And may I tell her/him who's calling?"
* By giving your name after stating your request, they are more likely
to remember it. On the other hand, if you start out the call with,
"Hello, this is Gene Pane with Ace Industries calling for Pat
Kimball," their mind is focused on trying to detect the name of the
person who will receive the call. In many cases they don't retain
your name, since their listening antenna is on the lookout for the
familiar name in their organization. Therefore, a common response
after they hear the familiar name is, "And who did you say you are
with?"
4. Rehearse Your Opening
Your image is formed in the prospect's mind within the first 15 seconds
of the call. It's essential that you ensure it is a positive one.
Nothing will cause someone's credibility to sink faster than a rep
who doesn't sound confident, stumbling over words. Rehearse your
opening before dialing the phone. Make sure you have crafted a
suitable opening by choosing the proper words. Then, take a few seconds
and get comfortable with it. Be certain that it rolls smoothly from
your tongue. DO NOT read it! Be conversational, yet confident.
5. Number Your Points for Impact
During the sales presentation portion of your call, use a number to
indicate to your prospect how many important points you plan to
touch on. For example, "Pat, I'd like to go over the three outstanding
features of..." People will listen more attentively when they know how
many points they will hear.
6. The Direct Approach
Here's a technique that quickly gets to the point: "Do you have
further questions, or should we go ahead and write up the sale?"
7. You're Paid to Listen
Professional telesales reps should do only about 20%-30% of the
talking on a call, while listening for the remaining 70%-80%. If a
rep is making $35,000 a year, and listening 70% of the time, he/she
is essentially being paid $24,500 for listening! Make sure you place
the necessary emphasis on listening when on calls and in training.
8. A Softening Idea
A good "cushioning statement" to use when you hear an objection:
Objection: "We feel that we're better off staying with our present
vendor."
You: "Oh, what has led to that decision?"
Once you hear their response, you'll be in a better position to
answer the real objection.
9. Another "Softener"
A non-threatening idea for getting the real reason for the objection:
Objection: "We feel that we're better off staying with our present
vendor."
You: "Oh, that's interesting. I'm not sure I understand. Will
you explain for me?"
10. Be Thankful for Touch Screeners
When you grit your teeth and become frustrated with a screener who
poses questions, be thankful she is doing so. Why? Consider this:
The best prospects are those who receive the fewest sales calls.
If a prospect speaks with every rep who calls, it's unlikely that
this person buys each time. Such a person becomes adept at getting
rid of sales people simply because he/she has so much practice! And
this person speaks with a lot of unskilled sales reps and is probably
jaded towards ALL salespeople, even the professionals. Instead of
entering calls with an open mind, he/she answers calls with a
"devil's advocate" approach, and attempts to blow holes in the presen-
tations. On the other hand, when good screeners sift through the calls
and only allow the really important callers into the decision maker,
that prospect knows that he/she is about to hear something of interest.
Therefore, be sure that you are prepared to first sell the screener,
and then be glad that screener is as good as she/he is.
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This resource is (c) 1996 by, and excerpted from,
Telephone Selling Report newsletter.