B-to-B Telesales Tips You Can Use: Get More Business and Avoid Rejection

by Art Sobczak

Telesales expert Art Sobczak has a whole lot of tricks up his sleeve when it comes to marketing success. Check out his best ideas for a successful phone campaign.

Telemarketing, telesales, cold calling ... whatever you want to call it, the professional use of the phone in sales is a process, not a goofy technique or gimmick.

We're going to travel through every part of the professional telesales-telemarketing call, in order, discussing proven tips that can help you right now. Let's go!

PRE-CALL PLANNING
1. Have a primary objective for every telemarketing call: "What do I want them to DO as a result of this call, and what do I want to do?"

2. Prepare questions for your telesales call based on the following mission: "How can I persuade them to take this action as a result of asking questions, as opposed to talking?"

3. Also create a secondary objective for each telephone sales call...something you'll strive to accomplish, at minimum, every time. Pick something you'll have a reasonably good chance to succeed with, such as, "Getting their agreement they will accept my literature and place it in their 'Backup Vendor' file."

BEFORE REACHING THE DECISION MAKER
4. 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.

5. Gather as much information as you can from whomever you are able, prior to speaking with your prospect; busy decision makers get bored when they have to answer your basic qualifying questions. Use the "Help" technique: "I hope you can help me. So I'm better prepared when I speak with Ms. Big, there's probably some information you could provide me..."

6. 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.

INTEREST-CREATING OPENING STATEMENTS
7. The objective of your telemarketing opening is to pique curiosity and interest so that they will willingly and enthusiastically move to the questioning. Tell them what’s in it for them immediately.

8. Don't use goofy, resistance-inducing phrases on your telesales call. An example of a terrible opening line: "If I could show you a way to _____, you would, wouldn't you?" The only decision you're looking for in the opening is the one to continue speaking with you.

9. Have something of value to say on every telemarketing call, particularly those regular calls to existing customers. Avoid, "Just checking in with you to see if you needed anything," and, "Just calling to touch base." These are more nuisance than service. Be certain they're able to say they are better off after your call than they were before it, even if they didn't buy anything. Call with news they'll have an interest in or ideas you've heard from other customers they might be able to take advantage of.

EFFECTIVE QUESTIONING
10. Get information before you give it. How could you make an effective presentation otherwise?

11. Don't use a "benefit list" to present from. Instead, use it to create questions to determine if those "benefits" truly are of value to your prospects and customers. Some "benefits" could actually be liabilities.

12. Avoid asking go-nowhere questions like, "Is everything going OK?" or "How's service?". These all force the person to think too much. Instead, get them emotionally involved in seeing and feeling the solution you can offer. For example, "What do you do in situations when you need parts shipped overnight, but are unable to get them?"

13. Ask one question at a time. That's how many they'll answer at a time.

14. 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.

15. After they've finished, count to two (silently, of course). This ensures they're done, plus they might continue with even better information.

16. Always know where you'll go with answers. Regardless of the answer.

17. Learn more about the decision-making process. There could be many behind-the-scenes influences on the decision. Ask about actual users of your products/services and anyone else who could influence a purchase.

SALES RECOMMENDATIONS
18. You should only talk about your product/service after knowing specifically how it will solve the problem or meet their need. Then you can tailor your remarks specifically and personally for the listener.

19. 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.

ADDRESSING RESISTANCE (Objections)
20. 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. The voiced objection is simply a symptom of the real problem. Start by saying, "Let's talk about that."

21. If you have an indecisive prospect, get their mind off the buying decision, and on the problem or pain. For example, "Jan, let's look at this another way. What would happen if you did nothing about the situation? Remember, we detailed the fact you're missing sales opportunities every day. What will that amount to over just the next six months?"

22. Avoid Common Objections Mistakes: Using slick, prepared, objection rebuttals that only tell people they're wrong and intensifies the resistance; giving up before attempting to understand the reason behind the problem.

WRAPPING UP AND SETTING THE NEXT ACTION
23. When sending information, samples or demos, 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.

ATTITUDE AND SELF-MOTIVATION
24. You never have to experience rejection again. After all, what is rejection? It's not an experience. It's your definition of the experience. So, ensure that you accomplish something on each call, and you can hold your head high with a sense of achievement. Remember, a decision of any type is better than shadow-chasing someone who will waste your time with wimpy or misleading statements that cause you to believe there's a chance, when, in fact, there's not.

25. A good way to end a call where you don't accomplish your primary objective (and to never experience rejection) is to plant a seed for the future. Give them something to look for, based upon what you uncovered during the call ... something that might just cause them to call you back. For example, "Pat, it looks like we don't have a fit here today, but I suggest that if you ever find yourself needing an emergency job finished, and don't have the staff to handle it, give us a call. We specialize in those type of projects, and would love to talk to you." Everyone has been surprised by those written-off prospects who later called to order. This is a way to proactively make it happen more often.

Art Sobczak specializes in helping people say and do the right things to get more business using the phone and avoid rejection through his books, tapes, and seminars. See free back issues of his weekly TelE-Sales Hot Tips of the Week newsletter at www.businessbyphone.com

Marketingsource.com

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10 Step Guaranteed Success Telephone Approach

by Shelby Collinge

In all my 12+ years in the corporate world one thing is for sure, you need to be able to leverage your time and be valuable on the phone. Outlined in this article is my 10 step process that with a little planning will make you tens of thousands of dollars.

Be brave, do your homework and be genuine. I invite you to visit my website at http://www.r-m-m.com for other articles, free tele-classes and much, much, more.

Getting Started

1. Get Their Attention –

Demonstrate your abilities with your unique selling proposition. Talk about the benefits of working with you and being your client. Use open ended questions and try to trigger and connect them emotional responses.

2. Qualify Your Prospect –

May I ask you a few questions?

What’s important to you?

What actions are you currently taking to get that result?

Would you use an idea, suggestion or strategy if it made sense to you?

3. Social Proof –

We have been able to (demonstrate benefits) for (dozens, hundreds or thousands) of clients over the last (time frame in this business or industry).

We have worked with your colleague, friend, business associate or family member (_______).

4. Take Away –

We will be able to decide if it makes sense to work together and take this relationship to the next level. I cannot help everyone I meet.

5. The Offer –

I am willing to invest 15-20 minutes discussing ideas and brainstorming with you to see if you will be able to benefit from my products and services.

6. Concession –

I’m only looking to set an appointment to meet with you either in person or a designated time that works for you and your schedule.

I am not going to try to sell you anything.

7. Your Promise –

If I cannot help you save time, make additional money or enhance your situation in a positive way, I will not take any more of your time.

Is that fair?

8. Get Commitment –

Set an appointment at their convenience for 15-20 minutes.

9. Reassure and Reinforce –

You’re going to benefit immensely from what I have to share with you. I really think your going to enjoy the time we spend together.

10. Thank Them –

I thank your for you time and look forward to meeting/talking with you on September 5th at 4:30.

Action Activities:

Questions your NEED to be able to answer:

1. How will you get their attention? What is your USP?

________________________________________________________

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2. How will you get your prospects attention?

________________________________________________________

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3. What social proof do you have? (endorsements or testimonials)

_______________________________________________________

________________________________________________________

4. What will you want them to take away?

________________________________________________________

________________________________________________________

5. What is your offer?

________________________________________________________

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6. What is your concession?

________________________________________________________

________________________________________________________

7. What is your promise?

________________________________________________________

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8. How will you get commitment?

________________________________________________________

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9. How will you reassure and reinforce their decision?

________________________________________________________

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10. Thank them and confirm date and time.

Get on the phone and make 15 appointments TODAY!!!

You CAN do it. I believe in you.

Author, speaker and business coach, Shelby Collinge coaches you on how to leverage unknown assets, retrain your brain and quantum leap your results while attracting and keeping clients. Having sold high-tech software to all of Silicon Valley’s premier corporations, Shelby learned first-hand that building trusting relationships led to far greater professional success and satisfaction than traditional sales approaches. Shelby’s products, services and books, The 25 Rules to Relationship Marketing and How to Profit From Them and Walking with the Wise: Entrepreneur help her clients reach their highest potentials.

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Giving Good Phone: The Importance of Proper Telephone Skills and Etiquette

by Scott Greggory

If you’re involved with your company’s marketing, you know how much effort is spent on enticing your target audience to make some type of contact with your company, whether it’s through your Web site, a retail or wholesale store, or via the telephone.

For now, let’s concentrate on that last avenue – the phone. Given the time and money your company spends on urging people to call, isn’t it in your best interest to make sure those calls are handled with care? If they’re not, after all, much of your work as a marketer could be wasted. Fabulous new prospects may never stay on the phone long enough to talk with one of your salespeople just because they were given a lousy impression of your company by an operator or receptionist.

So, ask yourself a few questions. Do the people who answer your company's telephones treat callers politely and with respect? Do they provide efficient and focused customer service? Are they warm and friendly? And do they give callers the impression that their calls and their patronage are of the utmost importance?

Before you answer "Of course they do," try to remember how many times over the last few months you've received that type of treatment when calling another company; the type of treatment that made you feel terrific; the type of treatment that made you want to continue doing business with the company.

It's pretty rare, isn't it?

Now, answer honestly: is your company providing exceptional treatment to callers? If not, it may be time to emphasize to your staff, especially front line employees, the effect their phone skills and etiquette have on your company’s image...and its bottom line.

When so much of your company's resources are spent encouraging your target audience to call, why would you risk alienating those who do call? People who take time out of their busy lives to call your company - whether it's to buy your product or merely ask a question or two - should be treated on the phone as if they are your best customer...because one day they might be. If you treat them as if they're just another caller or, worse yet, an interruption to your workday, you may never know just how valuable they could have been to your company.

There are three main entry points to most companies: a physical building; a Web site; and the telephone. Each entry point provides the opportunity to leave a positive imprint on the minds of customers. Treating callers with indifference is the equivalent of dirty, greasy, broken glass in the front door of your store, or an illogical, poorly designed home page: it's unprofessional and leaves a lasting impression of carelessness that can easily turn off prospects.

A few suggestions:

• Take the time to analyze how your employees are talking with callers. Listen with a critical ear, note the weak spots, then develop a written guide as to how calls are to be answered.

• For a truly impartial analysis of your employees' phone skills and etiquette, employ a "mystery shopper" service.

• Many people are unaware of the how they sound on the phone, or the effect a less-than-enthusiastic phone personality can have on a caller. If possible, record your employees on the phone, then play the tape for them. By allowing staff members to hear themselves, you'll be providing them with a unique perspective, and a chance for them to evaluate their own strengths and weaknesses.

• If you decide that your employees still need to improve their phone skills for the betterment of your company, consider providing professional training.

People often do business with other people they feel good about. Help your customers feel good about themselves and your company, and you'll be on your way to creating a customer for life. This truth needs to be instilled company-wide, and applied daily, not just by operators and receptionists, but by any employee who has phone contact with the public. The competition is fierce. Consumers have more options than ever, and your every encounter with potential customers is a chance to prove your company worthy of both their trust and their business, so take advantage of it. Don't make the mistake of disregarding proper telephone etiquette and technique as anything but vitally important to your company's success. Instead, view developing your employees’ telephone skills as another aspect of your company’s ongoing marketing plan. It’s an investment that can bring substantial dividends.

Scott Greggory is the Creative Director at BusinessVoice, an award-winning Point-Of-Entry Marketing agency that can reach your clients and prospects on hold, online and on-site. Visit www.businessvoice.com.

Source : Marketingsource.com

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