SOHO Marketing -- Selling Face-To-Face and Via The Telephone…

Selling Face-To-Face and Via The Telephone…
What Different Skills Are Required?
By Bill Brooks

Have you given much thought to the difference between selling to someone on a face-to-face basis versus conversing over the phone? There are, of course, some very clear differences that are readily apparent. You obviously can’t physically see someone who is on the other end of the phone and it is impossible to go through a physical product presentation on a conventional phone call. It is also extremely difficult to size up a prospect’s physical surrounding without being there.

Given these limitations, here are a few things that might help you.

The real, essential key to telephone conversation lies in one simple secret. And here it is: Tone. The tone of someone’s voice is a real tell-all secret as to how well you’re doing. But it all starts with your tone. You need to be especially attentive to the tone that you use and then be finely tuned into the tonal response of your prospect. More about that later.
Listen for background noise on the other end of the line. This simple, little secret can provide you real insight into how much attention your prospect is really paying to you and your message. Do you hear conversations? How about the tell-tale sound of a computer starting up or shutting down?
Always ask for permission to conduct a relatively lengthy phone conversation. Saying things like, “Do you have a few minutes that we might talk” can go a long way toward guaranteeing a more responsive hearing on the other end.
When sending a prospect correspondence that will serve as a source of linkage for a later conversation always be sure to enclose a letter that includes as its last sentence, something like this:

“In the absence of hearing from you in the next _____ days, I trust that you will be receptive to accepting my phone call shortly after that ___ day period.”

If you don’t hear from your prospect place your call and assume that they are expecting your call.

Never forget that all sales presentations are a two way street. It is extremely easy to dominate the conversation on the phone because you have no way to judge the non-verbal response of prospects. However, by engaging them and allowing them to respond, converse and play an active role in the sales process you will be able to judge their energy level, interest, excitement and involvement with you, your offer and your opportunity.

All of this leads us back to tone. Tone simply means the pace, intensity, pleasure or dissatisfaction or level of engagement that your prospect displays. But remember – again, it all starts with your personal tone and not theirs. That means things like your use of pausing, speed of delivery, speed of response, articulation and receptivity to the person on the other end of the line. People will respond to you in the same manner and in the same tone that you give them.

What about phone scripts? The real problem is that most of us aren’t skilled script readers. The result? A stilted, one-way, constricted communication that does not communicate a sense of warmth, engagement, involvement, caring, interest or mutual trust. So, what is my advice to you? Forget the scripts! Master an understanding of the principles related to why someone would buy your product or service and become a two way communicator. Not a pre-recorded version of a canned, insensitive, one-way presentation!

In our business, a large percentage of the sales that we make are done over the phone. Through the years I have noticed that our most effective salespeople always tend to do the following 8 things when they are successful with tele-selling. Here they are:

They make or return phone calls at precisely the exact time they have committed to doing so. Not even 2-3 minutes late!
They always pre-plan the phone call and make notes of the specific items they want to cover.
They call ahead to confirm their phone appointment or send a note reminding the prospect of their upcoming call along with an agenda of items to be discussed.
They develop positive, productive relationships with people who qualify or screen phone calls.
They are persistent without being obnoxious, pushy or overly aggressive.
They always have a follow-up strategy for each phone call they make.
They take notes of the phone conversation so there is a permanent record of the items.
They send a thank you note expressing their gratitude for the time taken and interest shown by the prospect.

Whether you are calling to gain appointments or actually make the sale – all of these tips should prove valuable to you. There is little doubt that selling requires not only face-to-face, one-on-one skills, but it also requires large group presentation skills and the capacity to engage in small group discussion – as well as the ability to sell over the phone to people you can’t even see! That’s why tele-selling skills are an essential part of the arsenal of weapons that the 21^st century sales pro needs to master. And we haven’t even talked about the rapidly emerging need to be able to make presentation via the Internet and all of the other exciting things coming your way. Don’t you think it’s about time we really mastered Mr. Bell’s invention?

Bill Brooks is CEO of The Brooks Group, an international sales training and business growth firm based in Greensboro NC. For more information click on this link: www.thebrooksgroup.com.

If you would like to receive The Brooks Group’s free e-mail monthly Sales or Sales Management newsletter e-mail: Barbara@thebrooksgroup.com or call The Brooks Group at 800-633-7762.

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