Using the phone to sell

Treat every incoming call as though it is from your best customer.

• Answer promptly - within a small number of rings

• Smile when you answer

• Greet the caller in the approved way eg Welcome to Louern Consulting this is ...... how may I help you?

• Listen and show respect

• Write notes as you go (pick up a pen before answering)

• Ask the person's name and write it down

Guidelines for using your first and last name.

• With people who won't instantly recognise you use both your first and last names

• When you have a comfortable relationship you may be able to use just first names - ask them if in doubt.

Don't overuse the person's name in the call

• not more than you would naturally in conversation

Record the assistant's name

• greet the assistant with warmthshow respect for this person everytime

Use voicemail to collect information

• listen and write and use the information you get

Leave voicemail sparingly but well

• name, number and company at start then name and number at end of message

• say your details slowly especially your number

• use voicemail once the relationship is comfortable but not when cold calling

Make the most of the first 20 seconds

In those first 20 seconds you must state your value proposition and let them know what they will get from you. use words like"

• You'll get ...

• You'll see ...

• What this means to you is ...

• Here's how it works ...

• This is how it will help you ...

Qualifying

• Know who you're talking to, both company and person. To avoid wasted time, energy, and resistance talk to the assistant to make sure what you have is of interest to your prospect and his/her company.

• Use clear words to quickly create interest. You have just a few seconds on the phone to create interest at the start of your call. You do this by alluding to what you may be able to do for them, and then asking a question. So be simple with the hint of the result you could possibly provide.

• For example depending on how you finance you company cars now, we may be able to give you twice the tax deduction for 75% of the cost you now incur. I'd like to ask you a few questions to see if it makes sense to talk further.

Follow Up

• Tell them when you call back that you'll be asking for the order. Ask them if there would be anything that would keep them from giving you a decision when you call back. If they can't give you a definite yes or no, they're keeping something from you.

• If you call a prospect back and they don't seem that enthused or interested, say, "Jim, the last time we spoke you thought this could really be a benefit to you. What happened since then?" don't be afraid to hear bad news but learn from it and improve your approach next time.

• How many calls does it take to close your product/service? If you have call backs way beyond your limit, call them back and just ask them whether they are going to do business with you. If not, move on. If yes be prepared to close the deal right there and know what, if any, incentives you can give to make it happen.

• Try to call back within 48 hours and they'll remember about 50% of what you spoke about. A week later and they most likely can't recall 10% of what you spoke about.
   
  

Presenting to a group using the telephone

When there will be several decision makers, ask your contact for a rundown on them, their backgrounds, interests, etc. Ask whether any of them already has a preferred vendor and why. Sell your contact as much as you can before the presentation. Ask if they will be in your corner. I've had people like this push for me before my presentation.

One more thing on presenting via conference calls to groups. Plant some questions in your contact's mind that he/she should ask the other vendors. Of course these will be areas in which you are strong. This way, it ensures the competitors must reveal their weaknesses, or at least present in areas that aren't as strong as yours.

Keep your attitude high

I have a selling skills survey that measures 31 components I know are key to successful selling - one of these components is attitude. Amazingly everyone always scores themselves as having great attitudes yet every company I work with has sales people that complain all the time, blame everything on anyone but themselves and so on. Here a few tips to get over disappointments on the phone.

• Take a walk or a break

• Remember it is not you they are rejecting

• Set up an email folder titled - Motivation and store complimentary emails, testimonials and other positive materials your contacts and friends send you.

• Call a few of your best clients after a bad disappointment but only if you have a valid reason.

Want some more time to call prospects and make sales?

Lots of salespeople working on telephones have their e-mail open while they are supposed to be making calls. It is an easy excuse for creative avoidance. Oh an e-mail! I better check it in case it is from a customer.

It is difficult to break the e-mail habit. But, here are some ideas.

• Stay off-line completely either disconnect from the net or close your e-mail program. Just check email at set intervals, say twice a day.

• If you can't do that, turn off the alarm, or the pop-up that alerts you to new messages. At the very least turn it off during your peak selling times usually 9-12 and 2-5 for business to business.

So you just been handed some old and rusty "accounts"

Before you call these "accounts" let's think about what you should do. First, keep a few things in mind:

• YOU or your company might think of these names as customers, but they might not. Especially if they haven't been given attention, or bought from you in a while.

• Your goal is to make them feel that they've gained something from your call. They should have no doubt about this.

• If you are new in the position and have inherited these "accounts" your contact won't care about your job, the fact you're new, or that you've replaced someone. Further, if there have been several reps in and out the revolving door before you, each calling this account with the same news, it would likely evoke an "Oh, another new person," response. All they're really concerned about is if you can do anything for them.

• Before you place another call, prepare your strategy by asking yourself two questions:

1. What will they stand to gain as a result of you being in this job and

2. How will they gain as a result of this call?

Answer from their perspective to produce the reason for calling them. Refine your answer, then use it in your opening. Here are some examples:

Example 1 - There hasn't been much contact or sales activity. It would almost be like a cold call:

"Ms. Smith, I'm Alan Roberts from ACME Blades. We provided your company several cases of tungsten blades a few months ago ... and if I have caught you at a good time, I'd like to let you know about a special we have on those blades, and few others you might have some interest in..."

There is no mention that the caller is now handling the account. Because, it's not important to the listener. There wasn't a relationship established previously. They wouldn't have known the previous rep from their last taxi driver.

Example 2 - A better relationship, where they are a customer buying fairly regularly.

"John, I'm Julie Brown from ABC Insurance. There are two reasons I'm calling today. First, I wanted to let you know I've taken the place of Max Brown who worked with you in the past, and I'll do my best to provide the same service that Max did. (Assuming Max did provide good service) Second, to make sure I'm making the best recommendations for you and so I can keep you updated on any specials or new offers I'd like to ask a few questions ..."

Example 3

And, finally, in those cases where the account is truly a major one, and there's an intimate relationship, have the departing rep introduce the new rep on the phone as part of his/her training. (Of course this is contingent on an amicable departure of the rep.) Or, at the very least, send letters in advance of the new rep calling, informing the customer of the change. And still, the call must have something of value other than the introduction.

Watch your voice

What is it about presenting...whether it be selling by phone or speaking before a group that causes people to tighten up and sound like the synthesized voices we hear on automated voice messaging systems?

On the phone, sounding canned, like you're READING from a script is detrimental to your success. Your prospects tune out and are often annoyed by unemotional, canned messages. Think about the sales calls you get at home at night when after you pick up the phone and say "Hello...hello..." You hear a monotone voice that starts with "Hello, can I speak with (bad mispronunciation of your name)?" and then begins reading a script.

People will speak with, really listen to and respect those they consider a peer. The better prepared you are, the more natural you will sound.

Suggestion 1 - Make your voice normal and natural - just like when you talk to a friend. Remember you are talking to another person. To make it better, practice with a friend and tape a few of the practice calls then tape a few of your calls to prospects (your side only don't break any laws) - Aim to sound the same in both sets of calls.

Suggestion 2 - Be prepared with what you'll say in your opening, when you reach voice mail, and with the questions you'll ask and the answer you will give. The worst time to be thinking of what you'll say is as it's rocketing out of your mouth. Prepare a guide or script for an opening and then practice over and over till it sounds natural. This will avoid nerves and bumbling and uttering nonsense that does sound weird.