It's quite an awesome feat when you think about it. It requires a talented individual to be able to do that well. Here are 20 Tips to help you become a more effective tele-persuader:
1. Have a primary objective for every call. An objective that advances your selling cycle in some specific way. Ask yourself "What do I want them to DO as a result of this call?"
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.
3. If you are dealing with a "gatekeeper," 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. 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?"
5. 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.
6. 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.
7. 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.
8. 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.
9. After they've finished, count to two (silently, of course). This ensures they're done, plus they might continue with even better information.
10. 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.
11. 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?"
12. 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.
13. 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?"
14. Remember that "closing" 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.
15. 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.
16. 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.
17. 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.
18. The voiced objection is simply a symptom of the real problem. Start by saying, "Let's talk about that."
19. 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.
20. 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.
Dr. John N. Brennan
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