THE TOP FIVE SALES-KILLING MISTAKES YOU'RE MAKING IN
TELESALES... AND HOW TO AVOID THEM!
By Dr. Jeffrey Lant
Yikes! Another of those calls. You know the kind: the call
from a salesperson who, sounding canned and brain dead,
droned on about a product I didn't want or need. Naturally,
I didn't have time for this incessant drivel, and cut him
off abruptly... as I'm sure most of his other "targets" do.
You and I both get these calls often. Far more often than we
get what could even loosely be construed as professional,
benefit-oriented calls. And it seems that most of these
bumbling callers are reading from the same script, repeating
the same rejection-inducing mistakes over and over again.
From those of us who rely on the phone to generate interest
and sales, it seems that there must be some way to ensure WE
don't sound like these calls who we so quickly whisk off the
phone. For a solution to this important problem, I
immediately got on the phone to contact Art Sobdzak, one of
America's most intelligent authorities on what to say when
you're making telephone sales and prospecting calls so you
get more "yes's" from prospects and customers.
My call paid off, because the always knowledgeable Art knows
just how to avoid "The Five Mistakes Made on Telesales
Calls". Pay close attention to what he says... the guy knows
what he's talking about! Sobczak, just in case you don't
know him, is publisher of Telephone Selling Report, the best
newsletter I've ever found for sensible advice on how to
make money with the phone. It's no surprise to me it's used
by sales pros who sell millions of dollars worth of products
or services by phone. Even top guys in the industry call on
the boyish looking Sobczak to assist them.
Before launching into the top errors and how to avoid them,
Art told me telesales isn't as difficult as most people
perceive it. Most callers, though, keep committing the same
old blunders... guaranteeing their failure. And
consequently, building their reluctance to pick up the phone
again. Don't let this happen to you!
Sobczak's #5 Mistake: Sending Literature That Wastes Your
Money & Time
One of the best stalling techniques ever used by prospects
is "Send me some information on that." And they use it for
the same reason that you and I do: it works. Every day this
phrase chases sales reps off the phone, and sends them
scrambling for the literature rack, tossing fistfuls of
shiny brochures into oversized envelopes as they mistakenly
convince themselves that they've "got a hot one here." Sound
familiar?
Usually what they get, though, is disappointment. They call
back and hear, "Uh, I didn't have a chance to read that
yet." And the endless cycle of waste and frustration
continues...
Sobczak stresses that you shouldn't confuse "Send me some
literature" with a legitimate sign of interest -- yet. Don't
be fooled into thinking literature is going to do your
selling for you. Don't even be so presumptuous as to believe
they will read what you send them.
Here's what you can do to ensure you're not throwing away
money and time on nonprospects who have no intention of ever
buying from you:
When you get the "send literature" request, be certain the
person is a legitimate buyer, and not someone simply trying
to blow you off the phone. You know you're not going to sell
everyone. So, if you're going to get a "no," get it now,
rather than after you've already invested a few precious
dollars worth of paper and postage, and lots of your
precious time.
If you hear the request very early, respond with, "I'll be
happy to send you some information. So that I can include
what would apply best in your situation, let me ask you a
few more questions...."
If the request comes later, after you've already made a
presentation, say , "I'll be happy to send something that
summarizes what we've discussed. Let me ask you though, if
you like what you see, I'm assuming we'll be able to do
business together."
Based on the answers to these questions, you'll weed out the
non-buyers -- who you otherwise might wind up calling four
or five times, only to ultimately get a "no" -- from the
real prospects. THEN your literature can be a real
complement to the sales process. And Sobczak rightly put the
emphasis on the word "complement."
You shouldn't rely on literature to do your job -- the
selling. But it can greatly assist your efforts. However,
many callers bungle away a great opportunity by saying,
"I'll send you some information, and then I'll call you back
in a couple weeks, OK?" As Sobczak says contemptuously, "Is
that supposed to inspire them to read it?"
Instead, to get the greatest impact, prepare your listener
for what he's about to receive. Build anticipation. He'll
then place more value on the material when he gets it.
Instead of tossing it aside, like most everything else he'll
get that day, he's going to eagerly rip open the package to
learn more about how he'll gain from what you're offering.
Here's how you whet their appetite:
"So here's what you're going to get, Pat. I'm sending a
brochure on the two-day telesales seminar that will provide
hundreds of 'what-to-say' ideas for your reps so they'll
close more business. I'm going to highlight the section on
'Motivation.' Be sure to go through that one first, since
it's going to specifically answer the questions you had
about how your callers will be able to shrug off rejection,
stay enthusiastic, and make more calls than ever."
If you place little value or importance on your literature,
so will your prospects. Get them excited about reading it,
and you won't hear, "Oh, I didn't have a chance to read that
yet."
Sobczak's #4 Mistake: A Telephone Image That Ensures They
Won't Listen
Based on what your prospects hear in the first few seconds
of your call, they're already forming solid opinions of you.
How smart you are... what you look like... if you have
anything worth listening to. And, whether or not they're
going to stay on the phone with you!
Greet your buyer with a dull, monotonic, uninspiring
discourse, and you've already closed his mind... and wallet.
Even if you HAVE something he might otherwise be interested
in.
What should you do to make sure you're ceating the best,
first, favorable impression? Sobczak says the best way to
improve the way you sound is to listen to yourself on tape.
This super-sharp guy is right to point out that when you're
on the phone, you're a performer. And all of the top
performers in every profession review themselves on tape.
Athletes, actors, singers, dancers, professional speakers...
and you're in this group, too!
Go to your local Radio Shack. Invest in a "telephone
recording control" device for about $20. Plus it into your
cassette tape player and your phone. Tape your calls and
scrutinize them. You should be hard on yourself. And that's
good.
Listen for tone. If you speak in a sleep-inducing monotone,
break out of your speaking comfort zone. Work on punching
more words with enthusiasm, like a newscaster. It won't feel
natural at first, Sobczak warns. But you'll be surprised and
delighted at how good it sounds when you hear yourself on
tape. Keep dong it, and you'll make it a habit.
Also pay attention to your articulation. Eliza Doolittle in
"My Fair Lady" was a lowly street waif until Professor Henry
Higgins modified the way she spoke. By refining her
pronunciation, she was transformed into a princess... or so
was the perception. Enhance others' perception of you.
Practice opening your mouth wider, fully enunciating your
words. Don't drop the endings off of words, or slur them
together.
Listen to your tapes objectively, and ask yourself, "Would
this person interest me?" If not, go to work.
Sobczak's #3 Mistake: Lousy Listening
Success on the phone is not synonymous with dominating the
conversation. Yet, for many callers, the verbal waterfall
begins after the "hello" is heard at the other end of the
line. And the spigot is usually turned off with the prospect
saying, "I'm not interested. (click)"
Listening, not talking, is critical to your success on the
phone. That's because until you learn about the prospect's
wants, concerns, and desires, you're randomly stabbing in
the dark by pitching what you HOPE are benefits the prospect
will be interested in.
Another danger, Sobczak cautions, is that by talking when
you should be listening, you actually CREATE objections that
the prospect might not otherwise have advanced! He says that
many people mistakenly believe they need to be better at
"overcoming objections." No! They need to be more skilled at
PREVENTING them from ever arising! And you do that by
listening more, talking less.
Here's a simple step you can take to listen more, which will
help you learn exactly what you need to do to help your
prospects buy:
PAUSE more often.
It's just that easy. The key is disciplining yourself to do
it. PAUSE after you ask a question. Resist the tendency to
answer the query yourself, or to add on another one if the
prospect doesn't answer immediately.
Here's another one that will give you more information than
you thought possible: PAUSE after the prospect answers or
makes a statement. For at least 1-2 seconds. This gives the
prospect an opportunity to continue talking... and he often
will. Therefore supplying you with just what you might need
to his his "hot button."
Sobczak's #2 Mistake: Screener Misuse And Abuse That Ensures
You Will Never Get To The Buyer
Most salespeople, Sobczak says, make the mistake of using
strong-arm tactics to try to bulldoze through, around,
above, or under the screener. Basic psychology says that the
more someone is pushed, the harder he resists.
And when screeners are pushed, callers experience
resistance, frustratingly penetrating questions, and
downright humiliation.
To avoid these painful experiences, and to get the screener
to actually HELP you get to the person who will buy from
you, all you need to do is help him do his job: protect the
buyer's time.
The screener is instructed to gt rid of all but the few
callers with something of value to offer. HEre's how you can
be sure you're perceived as one of these people:
Have a "Justification Statement" prepared in response to
"What's this in reference to?" It's here that you sell the
screener on putting you through. And you thought you were
calling to qualify THEM? Think again... The screener is
qualifying YOU! And based on your Justification Statement,
he will decide whether or not you warrant an audience with
the buyer. So, be ready to explain potential results and
benefits that you bring to the table. Do NOT say, "We sell
_________, and I want to talk to him/her about it."
That normally elicits a response like, "We're happy with who
we're buying from." Instead, say something like, "I have
some ideas that have helped other retailers in your industry
cut down on their advertising expenss while generating more
store traffic. I'd like to ask Mr. Prospect a few questions
to see if this would make sense for you to take a look at."
One more idea on screeners. You can use them to get
information which will help you sell. But you must ask.
When you approach a buyer, and you're already armed with
facts about his company, his wants and concerns, you're
viewed as someone who truly has his best interest in mind.
You've not a bothersome solicitor trying to sell him
something. You can get the information you need from the
SCREENER.
For example, you can say to the screener (or anyone who
answers the phone), "So I'm better-prepared when I speak
with Mr. Prospect, there is some information you could help
me with first. Please tell me _____________" Then go into
your questions.
What should you ask? The same questions you would initially
ask the buyer. Factual questions about the company. If they
use what you sell. The more information you get from the
screener, the better-prepared you'll be when you talk to the
buyer. And that makes your job of selling to him/her much
easier.
As you can see, by this point Sobczak had already given me
(and you!) PLENTY of valuable information to improve my next
calls. But he told me in no uncertain terms, the final point
was the most important. I was ready to listen up!
Sobczak's #1 Mistake: Opening Statements That Build
Resistance, Not Interest
Within the first 15 seconds, you create one of two emotions
within the person you're speaking to: resistance or
interest. Nothing else. Unfortunately, most callers build
resistance. And that results in morale-killing rejection,
along with an early exit from the phone call.
Callers often make the mistake of starting with an
uninspiring line like, "We sell _____________, and I'd like
to talk to you about them." The listener then justifiably
thinks, "So what? Why should I?"
Here's another sure resistace-builder:
"I sent you a letter and was wondering if you got it?"
So what if he did? What is he supposed to say? "Oh, yes!
Glad you called. I was just sitting here thinking that I
should buy from you!" Yeah, right!
"Okay," I was thinking. "You're right, Art. So what SHOULD I
say during an opening to evoke interest?" Sobczak read my
mind. He was ready with a three-step success formula.
1. Introduce yourself and your organization.
2. Most importantly, state an interest-stimulating,
curiosity-piquing benefit that will appeal to the
prospect's desir to gain, or avoid losing something, and,
3. Get the prospect involved in the conversation.
Remember, you want to do more listening than talking. Tell
the prospect in order to deliver the potential benefits
you alluded to, you need to get information. Here are some
examples.
"I'm Dan Fleming with Graphics Industries. We specialize in
working with retailers in lowering ovrall advertising
expenses while generating more store traffic. I've got a few
ideas I'd like to discuss to see if this would be of any
value to you..."
"This is Karen Hamilton with Canton Supply. The reason I'm
calling is that there's the possibility we might be able to
help you cut down on your expenses for the exact same
cleaning items you're now buying. To determine this, I'd
just like to find out what you're using for..."
The real test to be sure you have a winning opening, Sobczak
stresses, is to put yourself in the position of the person
hearing it. Ask yourself if you would want to hear more if
you were the buyer. Would you set aside whatever you were
doing and willingly participate in the call? If not, go back
to the drawing board before you fail the quiz with a real
prospect.
And, be sure your opener says as much as possible, with as
few words as possible. ONLY by appealing to the prospect's
desire to gain, or fear of losing something, will you cause
him to spend productive time with you, and eventually buy
from you.
These tips will help you avoid some of the most common
mistakes made on the phone. But they barely scratch the
surface of the many ways the incredible Art Sobczak can help
you make more money on the phone. That's why I begged him to
give you a FREE copy of his new 40-page booklet, "99 Ways to
Sell More by Phone: What You Can Do and Say Right Now to get
More 'Yes's' from Prospects and Customers." And he'll also
send you a free copy of his monthly Telephone Selling Report
newsletter, the best telephone selling tool I know. To get
both these resources, simply send $4 to cover postage and
handling to JLA Publications, 50 Follen St., Suite 507,
Cambridge, MA 02138. Art will get this profit-making package
out to you pronto.
***********************************************
Dr. Jeffrey Lant is one of America's most well-known
marketers. He has a host of ways, too, to help you make more
money selling your products and services. Use his 480 page
masterpiece CASH COPY: HOW TO OFFER YOUR PRODUCTS AND
SERVICES SO YOUR PROSPECTS BUY THEM... NOW! ($28.95
postpaid) and MONEY TALKS: THE COMPLETE GUIDE TO CREATING A
PROFIT-MAKING WORKSHOP OR SEMINAR IN ANY FIELD (285 pages,
$35 postpaid). Don't forget to ask for FREE DETAILS about
Jeffrey's Sales & Marketing Success Card Deck, going out
quarterly to 100,000 card-deck responsive business decision
makers for the lowest cost in the whole industry. Get books
and details from JLA Publications, 50 Follen St., suite 507,
Cambridge, MA 02138 or by calling (617) 547-6372.