To talk to us more on telephone skills, please get in touch by emailing info@sbrconsulting.com or call us on +44 (0) 207 653 3740.
After watching the webinar that Anthony Stears did for the National Sales Conference some of the key takeaways were as follows.
He started the session by emphasizing that good manners are the essential starting point of all telephone calling. The moment that prospects feel your aggressive, rude or too “salesy” you are lost. His mantra is “Capitalise on the conversations that people are ready to have”.
He breaks the process down into 3 main phases.
He used the analogy of dropping off a pizza menu through someone’s door. Popping it through the letter box is fine, knocking on the door and asking if someone wants a pizza would be rude and weird.
Start with the objections: “I was hoping to chat for a couple of minutes, I guess this isn’t the most convenient time for a call, when would be a good time for me to call you back”. You need to have permission to speak before you can go any further.
Once you have permission to speak, address the first objection head on:
Remember you are just dropping the menu through the letterbox, not trying to sell the pizza.
As a rule of thumb, out of 10 calls:
Never leave a voicemail for someone who doesn’t know who you are or what you are offering.
The goal is to build sufficient rapport that the other person likes you enough to listen to what you have to say. Make sure you have done your research before the call – referencing their LinkedIn profile is fine, talking about their Facebook page would be intrusive.
Essential that you can share a relevant case study to establish credibility.
Once you’ve got their interest, send it as a PDF follow-up, with the clear expectation that there will be a follow up call to discuss: “do you think you’ll have a chance to review in the next couple of weeks”.
Always be in control of the next follow-up step.
Don’t be aggressive on the follow-up call:
The goal is to get the customer to take a “test drive” – whatever is the equivalent for the product or service you are selling. NB Customers are 78% more likely to buy a car after a test drive than before.
Think about what is your equivalent of a test drive – sample, trial software, site visit …
Remember the 3 ‘P’s: Polite, Persistent, Patient. Always follow-up:
As always, you must be in control of the next follow-up step at the end of the call.
He summarized by saying that he charts his overall journey as follows:
He responded to quite a few questions, highlights as follows:
His advice is never to engage the gatekeepers or have them act as your intermediary for the pitch. Better to keep calling back until you get past them.
He has a neat technique for building relationships with Heads of Training – he asks if he can interview then so he can quote their inputs when he is speaking at conferences. And of course he explores all the different training initiatives they have while interviewing them.
For a “test drive” he offers a “free” Master Class:
This of course achieves multiple objectives, framing the value of the training and establishing his credentials.
To talk to us more on telephone skills, please get in touch by emailing info@sbrconsulting.com or call us on +44 (0) 207 653 3740.
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