21 TIPS FOR TELEMARKETING SUCCESS



1. Give the Entire Number

If you have one of those cute numbers that spells something, you
might miss calls if you don't also list the numerals on your printed
material. I know there are bigger crises in life to worry about, but 
I personally get frustrated when I have to squint at the keypad to 
decode which letters go with what numbers. 


2. They'll Buy Sometime--Be Sure It's From You!

A Darnell survey states that 80% of sales are made after the fifth 
contact, but that 90% of sales reps quit selling before then. (There's 
another statistic we should be able to calculate here that I think 
I've heard before . . . 10% of the sales reps make 80% of the sales?) 
In the past, reps were concerned about asking, "What can I do to get 
you to buy right now?" That doesn't work anymore. As I've also re-
peatedly stated, find out, "What can I say to be involved with you 
when you're ready to buy?"


Stay in touch with the prospect with letters and phone calls. Just be 
sure that when you do call or write, you're delivering something of 
value, so their memory of you is positive--not of a salesperson looking
to make a sale.


3. Be Sure Customers Are Satisfied

Dissatisfaction is the difference between customer expectations and
results. The wider the gap, the greater the displeasure. It's your job
to understand what results your customer expects, and then ensure that
you can deliver before you sell them. It's better to turn down a sale 
rather than have it degenerate into a costly nightmare later. You 
won't always have a perfect fit with what someone needs. Letting them 
know, and even referring them elsewhere, still accomplishes what should
be your ultimate objective: helping the prospect/customer get what 
they want and need. It shines a spotlight on your credibility, and 
these situations have an uncanny way of mysteriously reappearing . . . 
perhaps when the prospect does have something you can help them with. 
Don't leave it to chance though. Plant a seed. After referring them, 
say, "Dan, keep us in mind when your department does grow, and if you 
do find yourself looking for a system that will handle the volume 
you'll likely encounter, I have something that would be appropriate at 
that time. So please keep my card on file. You know I'll take care of
you."


4. Negotiating Ideas

Here are some useful negotiating tips written by Jack Kaine:

Label your communication. Meaning, preface your statement with what
you plan to do. For example, "Here's a very important point to con-
sider: This machine . . . "

Ask questions to which you already know the answers. People typically 
share more information with someone who apparently knows less than they
do.

Avoid counterproposals. Indeed, ask questions about their proposal.
This way you can identify their proposal's shortcomings, and identify 
ways to solve them.


5. Vintage Ideas

I had the opportunity to work with a great group of telephone
professionals at Windsor Vineyards (Sonoma County, CA) who sell wine
by phone. Here are just a few of the effective techniques I heard
used.


"You will be absolutely delighted when you receive this wine . . ."
(Reinforces their decision to buy.)


"When you're serving this to your guests, you'll be thanking me . . ." 
(Ditto.)


"This selection is like liquid velvet . . ." (What an image!)


"How much do you think you could use . . . just off the top of
your head?" (A non-adversarial commitment question.)


6. How To Form a Warm Impression When Greeting Your Prospects

Listen carefully to how people answer their phone. If they simply
say, "Hi, this is Larry," responding with, "Hello Mr. Jones, this
is . . ." is too formal. But if you don't know them, don't assume
familiarity unless they've answered with their first name--it could 
put them on the defensive.

If your calls are screened and/or announced before they reach you,
greet the caller enthusiastically by name. For example, "Hello Paula, 
how can I help you?"


Remember, they've already given their name once. Acknowledge that,
and you'll start out on a more positive note.


7. First Name Only, Or First and Last?

A question I often get is, "Should you use your first and last 
names on calls, or is a first name sufficient?" Here are some general
guidelines.


When prospecting, or calling people who won't instantly recognize
you, use both first and last names. This builds your credibility
and professionalism, and eases any skepticism. Decision makers have
told me when they get calls from people using only a first name--
and they don't know the caller--their image is of people who typically
use only first names, i.e. service repair people, delivery drivers, 
and so on.


Another benefit of using first and last name is that it eliminates
the inevitable question, "And your last name is . . .?"


On calls where there's an existing relationship, last names aren't
necessary. You be the judge of how strong the familiarity is.


8. Persistence Pays--For Them

If you ever receive comments about your persistence, consider it a
compliment. And be certain they realize that they are gaining as a
result.

"You're sure persistent, aren't you?"

"I am. That's because I believe so strongly in what I have, and how
it will help you."



9. When to Call?

Have a specified field set aside in your computer, or a consistent
spot in your notes for "Best Times to Call." If you call the same
people on a routine basis, knowing when you have a better chance of
reaching them can save you a lot of time--time you can reemploy making
sales.


10. Hang It Up

The most successful sales reps have prompts hanging all around 
them. These are opening statements, specific questions, check lists,
persuasive descriptive statements, and other time-tested phrases that 
get results. The reps don't use the visual aids as a crutch, but rather 
as an additional sales tool they can access when needed.



11. Are You Smart Enough to Get This?

Don't ask someone, "Do you understand?" or "Are you following me?"

These questions belittle the person and insult his intelligence.
The burden should always be on the questioner to make himself under-
stood. Therefore, take the "you" out of it. Say instead, "Did I explain 
that clearly enough?" or "Did I go into enough detail on that?"


12. Make an Impact on Conference Calls

If you have the opportunity to present to a group or committee on 
a conference call, ask your contact to provide you, in advance, with 
the names, titles, and backgrounds of all those in attendance. Take it
further and find out the likes, dislikes, and potential questions or
concerns of individuals in the group. Develop a fact sheet with rele-
vant information for everyone before your call and ensure everyone has 
a copy. Address people by name. This all adds to an impressive, suc-
cessful call.


13. Delay the Answer

Sometimes it's in your interest to delay answering a question until
you have more information. Say, "May I answer that later? I'll need 
more information to give you the most accurate answer." Then ask them 
to write it down so you're sure to cover it later.


14. Concentrate Less on Selling and Objections are Minimized

There's a clear correlation between the emphasis a sales rep 
places on "selling" or persuading a prospect, and the frequency and
intensity of objections he/she hears. The more doggedly a rep tries
to sell, the more he talks, and the less he questions and listens.
This increases the number of times the other person objects since her
needs are not being addressed.


Instead, place the emphasis on getting information. The more you
know about the other person, the better equipped you are to make a
recommendation targeted with surgical precision. And sales are the
result, with even less effort!


15. Sign Your Messages

Sign your name to the messages you take for others in your
department, and encourage anyone who takes messages for you to do
the same. If you've ever wondered if Pat Smith was male or female,
or if the phone number looks like a "3" but could be an "8," you
know how useful this can be.


16. Record Your Letter

I always talk about the importance of listening to tapes of your
calls in order to improve. Consider, also, listening to your letters. 
After writing a letter, read it into a tape recorder. You'll look at 
it more objectively and spot awkward phrases. 


17. You Might Win the Argument But . . .

Ben Franklin said, "A man convinced against his will is of the 
same opinion still." Sure, you can likely develop a vigorous, logical
argument for why a person shouldn't be concerned about price, or
whatever other objection you might commonly hear. But unless it ad-
dresses their concern, it won't win them over. Get them to air out 
their feelings. Encourage them to talk about why they feel the way 
they do.


"Let's talk about that. To what are you comparing our price?"
"What criteria are you using when evaluating the value compared to
the price?"

And that's only the start. Continue with the questioning. Only then 
are you able to address what's really on their mind.


18. You'll Never Know Unless You Ask


Never underestimate the amount and quality of information that
screeners and receptionists might be able to provide you. Participants 
at a recent seminar shared stories of how they routinely get direct 
extension numbers of high-level executives, and even have the organi-
zational chart read to them! But you must ask for the information.

19. Have Them Figure the Numbers

People are more likely to believe their ideas over yours. They can
easily refute your data; they'll stand behind their own data. So, let 
them figure up the numbers. Ask them, "Do you have a calculator there? 
Let's go through some figures."

Or, ask them to write down numbers. When you identify a need or a
problem, have them quantify it in terms of how many, how much, how
often. Then you have potent data you can use later.


20. Get Ready for The Next Call

Your calls are your own personal laboratory. Test out new ideas and
techniques. Just like the handyman in a workshop, tinker, revamp, test 
out new tools. It's motivating, and you can yield profitable break-
throughs.



21. On Calling Customers

When phoning past purchasers, sales reps in all industries like to
talk about accounts, as in ". . . and I was reviewing your account." 
Kevin McGann with Video Arts in Chicago pointed out that referring to 
a customer as an "account" is a cold, impersonal way to speak with the 
customer. 


Instead, say things like: 

* "We provided you with . . ." 
* "You used our . . ." 
* "We were able to help you with . . ."

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This resource is (c) 1996 by, and excerpted from,
Telephone Selling Report newsletter.