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One of the typical topics that trouble sales trainers is instructing the neophyte sales rep to regulate the progression of the discussion from the initial blast, through the probe, into the presentation, and finally to the set appointment (two part closes), as well as the close.
Think your initial sales call.
Did you go barreling into the communication, loaded with bravado, insisting attention? Did you say every right idea at every right moment? Did the customer reach through the phone and present you with their money, a pat on the back, and profess their undying affection for you?
... I didn't expect so... It didn't happen in my situation that way either...
My first sales call was a complete train wreck. I was nervous, I stumbled all over my words, I had put together a terribly written script, and was thrown to the wolves.
That prospect stepped all over me. I enabled him or her to take control of the call, to formulate assumptions and opinions that had been not based upon truth, and drive me into a corner.
Just in case you were thinking, I didn't make a sale with that call...
In my past experiences, sales trainers have trouble teaching their sales team with this topic simply because it can be extremely abstract and extremely scenario specific.
It's really difficult to instruct telemarketers how you can position their side of a dialogue in such a way to better predict the potential customers response.
I have tutored sales instructors on this topic in many cases and over time, I have observed that the method of taking over conversations boils down to just 4 components:
Principle 1 - Outline the Conversation
Most telesales agents will make get in touch with, introduce themselves and drive straight into the sales blast or sales pitch. This works... provided that you can have knowledge of your product or service inside and out, understand who your customer is and exactly what their dilemmas are, have an understanding of the industry, and are able to think swiftly on your feet to be able to field questions and curve balls that come from each angle in a discussion organised in this way.
Reduce the chances of having to respond to questions and curveballs that can derail the exchange from moving to a close.
Your very best chances of lowering curveball concerns is for you to tell the candidate just how the dialogue will go before starting the presentation.
Tell your customer sure to talk about details about your product or service.
Break it down for them in sequence:
Who we are
What we do
Why we do it
The opportunity
The numbers
Immediately after that material, let them know precisely what information is out of reach through your discussion.
Make it clear that you aren't able to make earnings statements at this stage of the discovery process, or tell them that you can't furnish them with contact information of current clients.
Figure out what your most commonplace curveball questions are, and tell them right away that you are not able to respond to them.
This will permit you to continue to keep the customer concentrated on your product or service and hinder them from driving the discussion in a different route or from formulating negative opinions or assumptions.
The Takeaway: By framing the movement of your discussion, the prospect knows what information will be provided as well as where the missing puzzle pieces should come from. The keeps them from taking over the discussion and allows you to become more effective in the psychology of selling.
Principle 2 - Ask Questions that Only Have 1 Answer
After you give the customer an outline of your discussion, Open ended questions are the death of any sales discussion. They give your prospect a way to shift from their emotional perspective to their analytical point of view. They move from feeling good about your conversation to logically examining the particulars.
The flexibility to think in any direction about any portion of your discussion, product, or service will afford your prospect the opportunity to discover a way out of buying your product or service.
Take some time to review your script, or write one for yourself and analyze the flow of information.
Here are five questions I use to identify the way to design one answer questions:
1- What questions arise during which stages of the pitch?
2- When do you get interrupted?
3- What questions are manufactured into the script?
4- What answers are expected by the salesperson?
5- What is the next topic after those questions?
Take your investigation and use the data to identify the preferred answer to each and every question that points you right into the subsequent portion of your script.
If you sell timeshares on the beach in south Florida, don't ask a prospect
"What is your favorite vacation destination?"
Instead, ask
"What is your favorite beach vacation spot in south Florida?"
By putting in a little research time and tailoring your questions this way, you can better foresee the result and flow of your conversations.
Learning to master this method takes a little leg work in the outset, but is truly worth the investment.
The Takeaway: Formulate a series of questions with only one outcome to minimize the likelihood of curveball questions that can derail the directions of your conversation and poke little holes in your sales pitch.
Principle 3 - Know When to Interrupt
Let me clear this up for you now...
Just because you are trying to sell something doesn't mean you can't interrupt a prospect mid-sentence!
Now go back and read that sentence again...
Don't mistake politeness with appropriate phone sales protocol. Don't misunderstand me, always conduct yourself in a professional fashion, but be aware of, you are not in customer service, you are in sales and at times assertiveness is a requirement of the job.
If you have a potential customer participating in a monologue about what they know regarding your business, products or services, and that data is false, politely interject with the correct information and offer them documentation and research to support those details.
This sales strategy takes some finesse and ought to be used modestly because it could be distasteful to some people, but making certain there aren't any misguided beliefs in your prospective buyers thinking is extremely important to the life of the deal.
The Takeaway: Never be afraid to make sure that your potential customers are accurately informed and take measures to correct any instances of falsehoods.
Principle 4 - Know When to Redirect
All products and services have shortcomings and conquering these short falls with value building is the core sales principle behind every effective salesman.
Every phone sales pro has experienced situations where they are being forced to give information within a context that reduces the value of your concept. These occasions usually occur at pivot points in the discussion where things can go your way or pivot in a direction that leads to a dead lead.
Being able to identify these situations is something that can only come with experience and is not something that you can develop overnight. My goal is to instruct on what to do in those moments that can help you reach a more favorable outcome and further your goals and as phone sales pro.
Redirection is one of the more subtle tools the telemarketer has in his tool chest and allows you to take a difficult question, answer it honestly, and then shift the focus on another related topic with a positive twist so that the prospect does not have enough time to allow their internal dialogue to talk them out of a great opportunity.
A great example of this is personal electronic devices like the iPhone, the Galaxy S III, or even a GoPro digital camera.
A prospect could ask questions regarding challenges product owners face with battery life and the inconveniences they may face in different situations due to the battery issues.
Here is the breakdown:
A - You MUST answer the question truthfully
B - You have to relate to the challenges in a personal way
C - You have to provide an example of a solution that you have used to solve the problem
D - You have to invalidate the concern with facts about the available solutions to the shortfalls of the product or service
Tell your prospect that the electronic device comes with a mobile charger or that a battery life management app is available that reduces these challenges to a manageable level. Then spend time talking about the challenges you have faced with the same circumstances and, by using your suggested solutions, you were able to overcome those issues with flying colors.
At the end of the day, this takes practice, analysis of your product, and a desire to remain honest with your prospects. Going this extra mile will increase the chances of saving a sale from the edge of a cliff.
The Takeaway: Redirect your prospects away from problems and towards solutions.
Take some time today and think about deals that got away from you ask yourself if things would have been different using these 4 principles.
