29 TELESALES TIPS YOU CAN USE RIGHT NOW...
© Copyright By Art Sobczak
Get out your notepad. We're going to travel through every
part of the professional sales call, in order, discussing
proven tips that can help you right now. Let's go!
Pre-Call Planning
1. Have a primary objective for every call, defined as,
"What do I want them to DO as a result of this call, and
what do I want to do?"
2. Prepare questions for your call using your call
objective. Ask yourself, "How can I persuade them to take
this action as a result of asking questions, as opposed to
talking?" Remember, people believe more of their ideas than
yours.
Before Reaching the Decision Maker
3. Treat the screener as you would the customer. This person
determines whether or not you'll even have a chance to speak
with the buyer.
4. Gather as much information as you can from whomever you
are able, prior to speaking with your prospect; busy
decision makers get bored when they answer basic factual
questions. Say to screeners, "I hope you can help me. So I'm
better prepared when I speak with Ms. Big, there's probably
some information you could provide me . . ."
5. Have a reason for needing to speak with the decision
maker, and be prepared to sell this to the screener. What
they're thinking about you: "Does this person have anything
of interest, or of value for the boss?"
6. If leaving a message on voice mail, or with a screener,
be certain it offers a hint of a benefit/result that sparks
curiosity, but doesn't talk about products/services.
Opening Statements
7. The objective of your opening is to pique curiosity and
interest so that they will willingly and enthusiastically
move to the questioning. You must answer, "What's in it for
me?" for the listener, or they will immediately begin the
getting-rid-of-you process.
8. When prospecting, don't start the call with, "I was just
calling people in your area . . ." People want to feel like
they're the only person you're calling . . . not just one of
the masses from a list of compiled names.
9. Use what I call "weasel words" when opening prospecting
calls:
"depending on," "might," "maybe," "perhaps," and "possibly."
These are non-threatening words that intimate you might have
something of value for them, but you really need to ask
questions first. For example, "Depending on what you're now
doing in the area of employee benefits, I might have
something that could potentially increase the number of
options you offer, while possibly decreasing your overall
contribution. I'd like to ask you a
few questions to see if this is something you'd like more
information on."
Questioning
10. Get information before you give it. How could you make
an effective presentation otherwise?
11. Don't use a "benefit list" to present from. Instead, use
it to create questions to determine if those "benefits"
truly are of value to your prospects and customers. Some
"benefits" could actually be liabilities.
12. Ask one question at a time. That's how many they'll
answer at a time.
13. After asking, be quiet. Resist the urge to jump in if
they don't answer immediately. Don't be intimidated by
silence. They're likely thinking about what they're going
to say.
14. After they've finished, count to two (silently, of
course). This
ensures they're done, plus they might continue with even
better information.
15. Be confident in your questioning. One reason reps ramble
with questions is that they're not prepared or confident. Prepare your questions. Role play them with yourself if necessary.
16. Always know where you'll go with answers. Regardless of
the answer.
17. Quantify the problem whenever possible. "How often does
that happen?"
"How much do you think that is costing you?" "How much time
does that take?"
18. Resist the tendency to present too soon. Some reps get
so excited when they hear the slightest hint of an
opportunity, that they turn on the spigot of benefits. Hold
off, ask a few more questions, get better information, and
you're able to craft an even harder-hitting description of
benefits, tailored precisely to what they're interested in.
Sales Recommendations
19. Again, you should only talk about your product/service
after knowing specifically how it will solve the problem,
meet their need, etc. Then you can tailor your remarks
specifically and personally for the listener.
20. Avoid the question, "Anything else?" when attempting to
upsell. Just like when a convenience store clerk asks the
same question, the answer is usually, "No." Instead, give
them a suggestion, and help them answer. For example, after
they agree to buy an item, or a service, say, "Many of our
customers who get _____ from us, also find that ____ is also
very beneficial for them. What are you now
doing/using/buying in that area?"
Getting Commitment (Closing)
21. This is not the major event in a sales call. It's the
natural, logical, validation of the professional sales
process up to this point. But you still must ask. Commitment
must be gained on every contact in order to move the process
forward. If there is to be a follow-up contact, and
information is to be sent or faxed, there must be commitment
on behalf of the prospect regarding that material.
22. Ask large. Think big. Buyers will often move down from a
large recommendation, but they rarely move up from a small
one. Those who ask the biggest have the largest average
order size. Never suggest more than is in the best interest
of the customer, but not making a large enough suggestion
when appropriate is actually hurting the customer.
23. If you're going to schedule a follow up call, get a
commitment of some type. Why would you call back otherwise.
If they won't commit to doing anything, reviewing your
literature and preparing questions, surveying their existing
inventory, etc., they likely have no interest.
Addressing Resistance (Objections)
24. Objections can be avoided by doing everything else
correctly up to this point in the call. When they do occur,
resist the tendency to attack in defense. You must back up
and revisit the questioning stage of the call.
The voiced objection is simply a symptom of the real
problem. Start by saying, "Let's talk about that."
25. Most price objections start in the mind of the
salesperson. Many sales reps aren't 100% sold on the value
of their product, therefore they're apt to offer price
concessions even when the prospect doesn't flat-out ask, or
they present price with a shaky tone of voice. Ask the right
questions, present the results of what your product/service
can do, and state the price boldly.
Wrapping Up, and Setting Up the Next Action
26. When sending information, samples, demos, etc., know
precisely how they'll evaluate the material. How will they
know if they like it? What criteria will they use? This way,
you'll both be clear as to what would need to happen in
order for them to buy.
Your Attitude and Self Motivation
27. You never have to experience rejection again. After all,
what is rejection? It's not an experience, it's your
definition of the experience. So, ensure that you accomplish
something on each call, and you can hold your head high with
a sense of achievement. Remember, a decision of any type is
better than shadow-chasing someone who will waste your time
with wimpy or misleading statements that cause you to
believe there's a chance, when, in fact, there's not.
28. A good way to end a call where you don't accomplish your
primary objection (and to never experience rejection) is to
plant a seed for the future. Give them something to look
for, based upon what you uncovered during the call . . .
something that might just cause them to call you back. For
example, "Pat, it looks like we don't have a fit here,
today, but I suggest that if you ever find yourself needing
an emergency job finished, and don't have the staff to
handle it, give us a call. We specialize in
those type of projects, and would love to talk to you."
Everyone has been surprised by those written-off prospects
who later called to order. This is a way to proactively make
it happen more often.
29. As a sales professional using the phone as your main
method of communication, you perform a function that very
few people in the world could do well, or would even want to
try. And that's persuading someone to take action and make a
decision, based almost solely on the words and ideas that
come from your mouth. It's quite an awesome feat when you
think about it. And do think about it. It takes a talented
individual to be able to do that well. You are that person.
Feel proud of what you do, and always
strive to get better!
Reprinted with permission from
Art Sobczak's "TelE-Sales Hot Tips of the Week." To
subscribe, free, visit BusinessByPhone.com.
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