Mastering the Psychology of Selling by Phone

1. Mastering the Psychology of Selling by Phone

2. What is a Small Business entrepreneur? • Entrepreneur n. a business man or woman of positive disposition who attempts to make profit from opportunities by risk, initiative and guidance from 2-small-business.com

3. The 4 Steps to Success in Selling • Arousing Curiousity/attention in your product • Interest in doing something about it • Desire for one product or service in particular • Action

4. ATTENTION • With an incoming call,this may have been achieved by your advertising, marketing, PR, emails, mailshot or satisfied client referral • When making an outgoing call, then you must get the prospect’s attention by • Using revelant benefit statements • Asking pertinent problem related questions

5. INTEREST • Establish the level of interest in your product, by • Probing, to find out what they want • Introducing things they may not have thought of • Summarising and prioritising • Pre-closing the caller to test for commitment to purchasing

6. DESIRE • Convert interest into desire by: • Showing them what you can do for them • Match your benefits to their needs • Answering their questions confidently • Confirm they are happy to proceed • Induce them with special offer, pricing etc

7. ACTION • Ask for the order or commitment • Get feedback throughout the call or presentation • Handle all objections as they arise • Use frequent trial closes “IF you were to order…” • Ask for the order

8. QUESTIONNING SKILLS • Ask open questions to gain INFORMATION “what are..”, “How do you..” • Ask closed questions to gain COMMITMENT “If you..”, “do you..”, “Would you..”

9. In-Coming Calls • Take the order • Get their contact and full company details • Get the Invoice and delivery details • Product details, quantities and specifications • Be clear on payment terms

10. In-Coming Calls • Confirm it is what the customer wants • You don’t want the wrong items delivered • Ensure it is the right size, colour, in-stock etc • Confirm the use of the items ordered

11. In-Coming Calls • Up-sell, Cross-Sell and Re-Sell other products • When taking the order, use phrases like: • “many of our customers prefer…” • “did you know that we also offer…” • “have you heard about our new…” • Ask about other products and services • Remind caller of your special promotions

12. In-Coming Orders • Do they have an account ? • What is their credit limit/are they on hold ? • Is payment with order ? • Will authorisation be required ? • Will they send confirmation ? • Where did they hear about you ? • What made/prompted them to call ? • Who had they been using before you ? • What else do they buy ?

13. In-Coming Calls • Are out-going calls harder to make ? • Think, with an in-coming call, you have no control over: • When they are going to call you • Who you are talking to • What they will want to talk to you about • You are being REACTIVE not PROACTIVE

14. Compass rule for Telemarketing • SW Some will • SW Some won’t • SW So what ? • SW Shan’t worry • N Next call Your key to success is PLANNING and preparation

15. The psychology of Rejection • Many telemarketeers are scared of the word “NO” • If a prospect company has not heard of you, and you never call them, then the answer will always be “no” • However if you call them and get a “no”, you are no worse off. If you call them and get a “yes”, then YOU ARE BETTER OFF • Either way – YOU WIN !

16. Plan your calls • Plan Your time for calling • Break your goals into achievable chunks • Take breaks regularly, and set mini targets • Set goals and targets daily and weekly • Number of calls you’ll make • Number/value of sales you’ll generate • Number of quotations/estimates • Number of decision makers you will reach

17. Why Targets are important • Goals and targets help you focus, and motivate you to succeed • Work out your personal averages to help motivate you when productivity is low

18. Planning each call you make • Who will you ask for • Why are you calling them • What do you hope to achieve by end of the call • What is the key message you have • What is the first thing you will say • What are the likely objections they will throw at you

19. How to deal with “Gatekeepers” • Secretaries, PA’s and Receptionists are “gatekeepers” • Treat them politely and with respect • Use “I wonder if you can help me” or “you’re going to like this one…” • Call first thing in the morning (just before 9:00am) or last thing (circa 5:00pm) • Don’t leave your name and number for them to call back – they won’t

20. Now, you’ve got your man ! • “sorry, I’ve never heard of you or your company, I’m not interested and you’ve got me at a bad moment” • Check you’ve got the right person • Introduce yourself and where you are from • Give a one line description of your USP, your product or company and why you are calling • Confirm it is convenient to call

21. CLOSING THE SALE • The DIRECT Close • These questions require “YES” or “NO” only • Ask a closing question • Lead verbally with an answer • Listen carefully – Say nothing, let them speak

22. CLOSING THE SALE • CHOICE Close • This helps by taking away the choice of whether to proceed or not – “would you prefer RED or BLUE” “would you like it delivered or collected” “will you be paying cash or VISA”

23. CLOSING THE SALE • ASSUMPTIVE Close • Take control of the conversation and close in for the “sale”… “OK, I’ll email an order form to you just now, if I Can have your email address” “If you give me your credit card details, I can despatch it today to be with you tomorrow..”

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