10 TIPS TO SELL MORE BY PHONE, Part IX
1. Review When Interrupted
Never interrupt the other person when they are speaking, even if it's
OK if they do it to you. What they have to say is most important.
You want to make a statement reviewing what you said before the inter-
ruption, and then continue. "Yes, that's a good point. As I had
mentioned before..."
2. Use Good Body Language
You wouldn't dream of plopping down in a chair, slouching down so
your head was barely visible, in a face-to-face sales presentation.
Don't do it on the phone either. They can hear how you are sitting.
3. Be the Last to Present
If you are working on a prospect where multiple calls are necessary,
and you are bidding against a few other competitors, ask to be the
last seller to speak with them. Arrange a time to visit them after
they have had a chance to speak with everyone else. You will then
learn what went on between the buyer and sellers who preceded you.
They may learn more about what they will require in a proposal, and
armed with this knowledge, you will be prepared to put together the
information that has the greatest chance of meeting their needs.
4. Three, Three, Three
Psychologists tell us that a message is more firmly embedded in the
mind when it is repeated three times. If you can present your benefit
to your listener three times in succession, it will have more impact.
When they hear, three times, how they are going to benefit, the idea
has a greater chance of sticking. See, it just happened!
5. The "Send Literature" Stall
Here are ideas to cope with the "Send me some information on that,"
stall:
"I will. Let's talk further about which points you want more
information on...."
"I can do that. And here are some points that are best explained
while we're still on the phone...."
"I do have a lot of material I can send. Let's narrow it down so
you don't waste time reading a lot of stuff that doesn't pertain to
you...."
If trying to set an appointment: "I can do better than that. Why
don't I bring it by Thursday at ...3:15, OK?"
6. Retreat!
You're not going to be successful on every call. ("No kidding?" you
say). It's good to know when to cut your losses. End a call as soon
as you've determined there is no potential. This will help maintain
a positive attitude and give you more time to spend with interested
prospects.
7. When Answering a Price Objection
When you encounter a price objection, and you know that your product/
service is superior in quality, try this response: "Ms. Jonson, you
are right, our price is higher. But it has always been our philosophy
that it is much better to explain price once, now....rather than to
apologize for inferior quality several times down the line. Your
memory of investing in a slightly higher price now, will quickly be
overshadowed by the fulfilling feeling you'll receive with our fine
quality."
Another idea is to use the prospect's own company slogan to your
advantage. "Bill, sure you could get it cheaper, but we feel the same
way about our products as you do about yours. As your brochures say,
"Where QUALITY is more than a word."
8. Give Explanations, Not Excuses
How you word your statements can make a tremendous difference in the
way you and your organization are perceived. For example, think about
the impressions you form based on these comments:
* Rep 1: "I'm sorry your order has been delayed. We were out-of-stock
on that product, but it was sent on the 21st."
* Rep 2: "We were back-ordered again, and it's always a few days before
they get caught up."
* Ret 1: "I must have made a mistake in communicating your order to
the Billing Department. I'll take care of it so that you get the
discount."
* Rep 2: "Somebody screwed up in billing again. Third time this
week."
People want to hear explanations, not excuses. And, they want to be
informed about what is going to happen next. They don't care about
your internal problems, and obviously the statements by Rep 2 can be
damaging.
9. Words to Avoid
Be aware of words and phrases that tend to trigger negative or
adversarial emotions. For example, try to avoid "policy," "procedure,"
"you have to," "you must," and "requirement." When told that they
"have" to do something, or that a "policy must" be followed, an
instinctive defense mechanism is triggered, causing the listener to
think of reasons to the contrary--not the optimal environment for a
sale.
10. FAX the Intro Letter
Try FAXing a letter to your prospect before making a cold call. Get
the FAX number from the switchboard operator or screener. In the
letter, just pique their curiosity. Don't make a sales presentation.
Announce that you'll call at a certain time. Using this approach, you
set yourself apart from the typical sales rep, and gain the attention
of the decision maker.
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This resource is (c) 1996 by, and excerpted from,
Telephone Selling Report newsletter.