CHAPTER
4
HANDLING
PROSPECTS OVER THE PHONE
There
will be many times when, because of geographical limitations
or other factors, it will not be possible to make a presentation
in person. That is when your telephone skills come into play.
Most of the sales dynamics are still the same, with a few
minor twists. First, we have more limitations on qualifying
the prospective customers. We can't see them or their businesses.
Listening skills and voice inflection become far more important
over the phone. ln this chapter, we will focus on strengthening
those skills.
THE ART
OF EFFECTIVE LISTENING:
A
wise man listens; a fool just waits until it's his turn to
talk.
When
you make a voice contact with a prospective customer whether
in person or over the phone, it is extremely important
that you exercise proper listening skills. Many times, we
are so eager and enthused that we fail to take the time to
listen to the prospect. Without proper listening, we lose
the opportunity to gain knowledge about the prospect as well
as any needs or concerns he may have.
Why
is it that so many salespeople feel they must tell everything
they know before allowing the prospect to talk? The truth
is that the most successful salespeople do more listening
than talking. Learn to stop thinking so much on what the prospect
is going to say and concentrate more on what he is saying.
A
good way to begin using your listening skills is by asking
questions. The opening question is merely the first of a series
of questions that guide the dialogue. The person who asks
the questions is the one who controls the direction of the
dialogue. The one who is talking is providing information
that helps the other adjust the direction.
RULES
FOR LISTENING
• When the mouth
is closed, the ears are more likely to be open.
• Be an active listener. Concentrate on asking questions to
get information.
• Practice attentive body posture. Lean forward. Maintain
eye contact.
• Do not interrupt. Pay attention and never stop listening.
• Avoid distractions by selecting a favorable environment
for the sale.
• Paraphrase and clarify. Be sure you clearly understand what
is said.
• Measure process inputs. Afterward, think about how much
each person talked.
PROPER
SENSING
Proper
sensing without listening is impossible. Sensing takes listening
beyond just the words a prospect is saying. It involves how
the words are spoken. Sensing requires listening for tone,
pitch, modulation, and volume. When the prospect answers the
phone, does he sound rushed or in a hurry? When you have focused
on his needs, does he sound receptive to your responses? Never
forget that as you are reading and sensing him, he is reading
and sensing you.
ASK YOURSELF:
• What does his
voice tell you?
• What about his use of vocabulary and language?
• What is his attitude? Interest level?
• Is he rushed or evasive?
• How does he perceive you?
• Are you perceived as a professional consultant there to
assist with empathy for his concerns?
• Are you perceived as a slick salesman looking for a quick
close?
DELIVERY
Absorbing
comprehensive product knowledge and proven sales techniques
are only as effective as the delivery of that information.
When considering your voice, always be aware of your modulation.
Avoid sounding tired or monotoned. Be aware of your speech
patterns and think consultatively.
SETTING
UP A YOUR OWN TIC SHEET
A
Tic sheet is a journal of sorts with a list of all of the
business that you have made contact with and the disposition
of each call. You will want to keep a detailed record of each
and every call and contact you make to allow for future follow-up.
A SAMPLE
PROSPECT TIC SHEET
DATE CALLED:
9/29/04
NAME / ADDRESS
/ TEL:
Ron Morris
72 High Street
Barville, N.J. 19856
Tel: (506) 392-1258
Fax: (506) 396-2116
DISPOSITION:
Needs 2 mo
FOLLOW-UP DATE:
10/2/04
Sales
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