How To Sell On The Phone
by Tom Egelhoff
The Internet, fax machines, email, FedEx® are the principle tools for many businesses large and small. But the most used tool, by far, is still the telephone. A great number of small town customers still let their "fingers do the walking" when they look for your business. So, it's critical that you understand how important the phone is and how to use it to it's full potential in your business.
The Phone Is Conversation And Communication
The First Rule Of Using The Phone is to realize that you are having a conversation with someone. When you meet a friend on the street, do you talk to them in the same way you do on the phone?
Most people would say no. You are having a face-to-face conversation with someone. You are smiling as you are talking. Smile when you talk on the phone. Pretend they are right there in the room with you.
The Second Rule Of Using The Phone is that the person asking the questions in any conversation is always in control of the conversation. If the customer is asking the questions, they are in control. They have you on the defensive. You can't sell effectively until you regain control.
The Third Rule Of Using The Phone is to understand that it is physically and emotionally impossible to be polite and courteous and aggressive and pushy at the same time. You are either one or the other.
You can't be polite and courteous at work if you are naturally aggressive and pushy at home.
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Discovering Your Customers Needs
If you were going to purchase a car would you just pick a dealer, call them up, and ask, "Hey, how much are cars today?"
Probably not. Why? Because there is a lot of information you don't know. Here are some questions the car dealer might need to know the answers to:
1. Mid-Size, Compact , Luxury?
3. Brand Name?
4. Car, 4-Wheeler, Mini-Van?
5. Two-Door/4 Door?
7. In Stock/Special Order?
8. New or Used?
9. Available Financing?
10. And yes, you might even want to know the price.
Notice that Price is not the number one question on the list. Why? Because price is a perception of value. If I were to simply ask you, "How much is a car?" , you would have a hard time coming up with a price until you had more information.
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You Can't Give Information If You Don't Have Information
The sales person should be responsible for a variety of information. Customer service, product sales, product promotions, accuracy of order or customer information along with courtesy and diplomacy.
Here are some areas your phone people need to be trained to do:
Inquiries of merchandise or services
Dates of delivery or service scheduling
Follow-up or service calls
Policies re: returns or exchanges of goods or services
Customer Services - price adjustments, follow-up calls, replacement merchandise.
In order to be effective, phone salespersons must be familiar with all departments and products the company offers. Some things the sales person might need:
Copies of all current marketing and adverting promotions and ads.
Copies of competitors ads (to match offers)
Order/Shipping/Credit Card Forms
Product or service availability and schedules.
Company policies and legal disclaimers
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Steps To The Sale
When answering the phone give:
"Good morning; Smith Realty; Mrs. Anderson speaking"
Remember, this is your "first impression" with the customer. This one area is very important. The customer may decide whether or not to do business based on how they are treated when they call your company.
2. Finding A Need:
Ask "open-ended" questions. Questions that can't be answered by a yes or a no. Let the customer talk as much as they want without interruption. Remember, the person asking the questions is in control of the conversation.
What are they asking for? Have they done this before? What did they like about their last experience? What didn't they like? What was the level of service? Each product or service should have a group of questions that are commonly asked. Brainstorm with each other for answers to these questions without losing control of the conversation.
3. Recommendations And/Or Up-Selling:
As with our car analogy above, you can't recommend a car without asking a few questions. To present the product , you might say something like, "Based on what you told me, here is what I recommend...."
As an up-sell, "I have had several people add.......to this package."
4. Overcoming Objections:
An objection is not really an objection. It is a request for more information. The point to keep in mind is that there are only two kinds of objections:
Valid Objections - I'm a size 18 this is a size 6, is a valid objection.
Invalid Objections: - Most common is "It costs too much." Or, "Well, it sounds good but I need to think about it before I spend that much." In most cases this is not a valid objection. If they couldn't afford it why bother looking?
What they are really saying is, "You haven't shown me enough benefits to justify the price." If they really and truly can't afford it, they are not a valid customer. You haven't lost anything. If they can't buy from you they can't buy from the competition either.
5. Closing The Sale
The First Rule Of Selling Anything: "When logic and emotion come into conflict, emotion always wins." If you think customers are going to sit down and make logical comparisons of the merits of your product or service against your competitor...you are mistaken. They will purchase on emotion and create a logical argument to justify their decision. Remember the "fact-finding" section? This is where you show the benefits of the items they said they wanted.
No one wants a one-inch drill bit, they want the benefit that the one-inch drill bit will give them. They want the one-inch hole. As a result price is seldom an issue. It is usually a defensive excuse or an invalid objection. People buy benefits and benefits are almost always emotional. Benefits give a feeling of "well-being" and "well-being" is an emotional "feeling."
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The Second Rule Of Selling Anything:
Ask for the order. The reason most often given by people for not buying is, "No one asked me to."
An easy way to ask is, "If you have your credit card handy I can start processing your request."
Some Do's And Don'ts On The Phone
Have a pleasant and sincere, positive voice.
Have a smile on your face as you talk on the phone.
Work on your vocabulary. Remember, you're on the phone, you have to create a positive "mental picture" in the customers mind of your product or service.
Synchronize your rate of speech with the rate of speech of the person to whom you are speaking. Don't talk too fast or too slowly.
If you are calling them, ask if it is a convenient time to talk.
Make your conversation brief, easy to understand, and to the point.
Make sure you have all the information in front of you to handle your customers questions. If you have to put them on hold, you may lose them.
Don't ask anyone to place a call for you unless you are ready to talk. The person on the other end of the line is busy too.
Don't do all the talking. Give the person on the other end of the line an opportunity to answer you, to ask questions, or to make comments. Never interrupt your customer. Be as courteous voice-to voice as you would be face-to-face.
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The Last Word About Selling On The Phone
The phone is instant communication. No waiting for it to boot up. Many customers are calling on an impulse. They have developed a sudden need and want that need filled. You have a great opportunity to bring additional revenue to your business. People buy where they feel comfortable and appreciated. Give them that feeling when they call. It's just common courtesy.
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Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your Business Or Service In A Small Town, and The Small Town Advertising Handbook: How To Say More And Spend Less. He is also a seminar and workshop presenter and trainer. He may be reached at 888-550-6100 or PO Box 271, Bozeman, MT 59771-0271
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