10 TIPS TO SELL MORE BY PHONE, PART VII
1. Take Notes
Take notes during your call. It will help you to not interrupt, and
to remember key points the prospect makes. Also, while you are writing,
let them know you are doing so. This indicates to them that what they
are saying is truly important to you.
2. An Opening Idea
Here's an effective opening statement heard on a sales call to our
offices:
"Hi, this is Gail with _________. We specialize in helping companies
save money on _________. I have some information I believe you'll be
interested in." (PAUSE)
Our reaction was exactly what she was looking for: "What is it?"
Determine if you can adapt this to fit your situation.
3. Objection-Answering Technique
When you hear a "no," and you detect it's a stall or a decoy objection,
don't challenge their feelings. Try this response instead:
"That's a good decision....right now. I don't blame you. But that's
because I haven't yet given you enough information to believe other-
wise...."
Then proceed with your questioning.
4. Make Calls in Threes
A TSR reader shared that he gets more accomplished when he places
calls in groups of threes.
He takes only essential notes at the conclusion of each call, and
moves on to the next one. After the three are completed, he finishes
whatever paperwork is required. By focusing on these tasks in groups of
three, he finds he's more effective on the calls, and he's able to
place more calls during the day.
5. Take the Chill Out of Cold Calls
It's no wonder that many people are averse to making cold calls. Just
the name itself, "cold call" sounds unappealing, and that can nega-
tively affect our attitude towards the calls.
A TSR reader shared this more favorable definition with us: "Calls
to unsold customers." Also telesales consultant, Helen Feden, refers
to them as "initiated calls," and Bill Bishop has named them "gold
calls."
6. Avoid "Just"
Try to avoid giving a tentative impression with your words. For
example, the use of the word "just" can suggest that someone is unsure
of themselves. "I'm just calling today to touch base with you....", and
"I just wanted to see if you received the literature." Look at the dif-
ference simply by removing just, and slightly changing the wording:
"I'm calling today to discuss....," or "I'd like to go over the litera-
ture I sent you to ...."
7. Sell to the Personality
During a brief phone conversation, you may not have time to thoroughly
analyze the personality of the person, i.e. "analytical," "driver,"
"assertive" and so on. Yet, it is critical that you sell to their level
of comprehension. Here's a way to save some time: "There's a lot I can
explain about my plan Connie. Would you like me to go through the
expense-reduction matrix I've prepared, figuring in the cost-of-living
increases, or would you prefer to hear about how some of the other
wholesalers are using the service?" The answer will give you an idea
of how to focus in on their personality.
8. Don't Be Shy of Price Objections
When you hear "The price is too high," don't accept the resistance
without further probing. People will have different reasons for
making that statement. For example, maybe they don't perceive
enough value for the price. Perhaps they have money available, but
it has to come from another budget. Or, could they be lying to you?
You need to find out. Here's one idea, "Is it that the money isn't
available, or that you aren't convinced of the value you'll get for
the money?"
9. Identifying the Ultimate Decision Maker
When you try to determine if there are any other people who would need
to approve the buying decision for your product or service, you want
to be careful not to offend the listener. Here's one idea: "Would you
be making the decision alone, or in consultation with others?"
(SOURCE: SELLING ON THE PHONE, Jim Porterfield.)
10. Pause......Between Benefits
When you begin the presentation of benefits, don't talk longer than
30 seconds at a time, unless you pause to give the prospect an
opportunity to respond or interject. Some reps have a tendency to
rattle off benefits like they're reading from a checklist. This doesn't
give time for the prospect to digest the information, and it's not an
effective way to emphasize each benefit. So, when you make a parti-
cularly strong point, do so with emphasis in your voice, and then
pause for a few seconds to wait for a response. Then move on to your
next benefit.
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This resource is (c) 1996 by, and excerpted from,
Telephone Selling Report newsletter.