16 telesales tips

1.      The key difference between selling training courses and other products or services over the telephone is that you are selling an in-tangible benefit so you need conceptual ability. Also it may take several calls because the decision to purchase is likely to involve several people.

2.     In telemarketing, getting to the point is much more effective that trying to engage people in a long call. (This is unlike direct mail where 'long' copy works better.)

3.        Focus on using the telephone to sell to past delegates or people who have made an inquiry...  cold calling is hard work and not particularly effective. If you do cold call find out if they already buy in training/consulting and what results they get to establish how they feel about training/consulting.

4.        Use a 'soft-sell' friendly approach.

5.        Work from a prepared script that is flexible and you have tested. It will produce a better structured call. The vital ingredients are that the script needs to be concise, clear, conversational and convincing. Make sure the script identifies the person you are talking to and what to do if you happen to end up with the wrong person.

6.       Target the decision maker and find out how decisions are made. Who else is involved/will you need to talk to?

7.        Plan to have about 45 seconds to get their interest.

8.        In your call:

·          Early on have a comment that identifies the benefit that you offer

·          Have a hook that will make the person want to talk to you i.e. refer to a person they know or situation they can identify with such as we work exclusively with companies in the 'xyz' field.   

·          Check there availability to talk. "Is this a good time to talk?" If it is a bad time, make an appointment to call back at a certain time.

·          Get permission before asking questions. "In order to see if what we have to offer will be useful, may I ask you a few brief questions?"

·          Tell them why you are calling - quickly

·          Have specific questions to get them talking and help them qualify their interest. Use open questions i.e. who, what, why, where, when and how. Encourage questions. Ask for feedback.

·          Use their name Listen!!

·          Learn to listen and take notes. In a good call they will talk for 70% of the time and you for 30% of the time. How? Pause frequently. Don't interrupt and allow your prospect to fill silence. Let people know that you are listening... use "yes"," I see", "I understand" etc. Find the hot button - people will be interested for different reasons (status, performance, cost, etc).

·          During the call take the prospects buying temperature... "how does that fit in with your plans", "what do you most like about what you have heard?"

·          Be conversational, use active verbs and eliminate redundant expressions

·          Check that they are listening... "how does that sound"

·          Learn to close - many inexperienced telesales people don't. "Which would you prefer?" "Should I fill out a booking form for you now?" "I would be glad to book you a place today"

·          End by summarising the advantages and confirming the action and then write to them to confirm.  

9.   Approximately 80% of what people will pick up on when you are on the telephone will be from the sound of your voice and only 20% on the words you use - so work on your voice - make it sound interesting! For example: 'Smile before you dial'... it will put a smile in your voice or vary the pace of your comments

10.   Prepare your expectations... 30% will not buy under any circumstances, 30% will be pleased to take the call and chat to you and the remaining 40% are the ones with whom the skilled telesales person will make the difference. Be prepared for the rejection and know that it is part of the job.

11.   Only expect to be on the phone for about 3-4 minutes.

12.   If you are using direct mail and have the resources, then telephoning first to get the correct name, position and address will result in a higher response. Phone 2-3 days after you have mailed.

13.   If you get someone on the phone that is angry don't cut in but let them vent their anger - even if it is not justified.

14.   Learn to handle objections and probe for them because often they will not be voiced... "do you have any reservations?", "is anything causing you to hesitate?", "why do you feel that way?" . Make sure that they are telling you the real objection... "Is there anything else than concerns you/cause you to hesitate?" Alternatively use the 3*Fs technique - feel, felt, found e.g. I understand/see why you feel that way... 'XYZ company' felt that way at first... but they found that it was not the case (the benefits far outweigh the initial cost/price difference)

15.   Try using a headset

16.   Have a goal and measure your results - keep a log.

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