15 Proven Telephone Sales Tips

At a recent corporate conference for an educational organization, I was invited to speak to the participants about using the telephone to promote training services.

It is a given that training is the most valuable asset you can offer in a job market that is plagued by recession and unemployment. Also, the telephone continues to be a very effective means of reaching the widest possible audience by offering a proposition with undeniable value.

Therefore, it is necessary to properly prepare executives in the field to effectively convey the value of their proposition.

Below are 15 proven sales tips to successfully convey your message:

The key difference between selling training courses and any other product or service over the phone is that you are selling intangible benefits. Thus, you should have analytical skills to understand the needs of your interlocutors and creativity to compose value-added proposals.
In telephone sales, it is very important to get straight to the point and the benefits of your proposal, because the total time that the customer will give you is judged within a few seconds of the start of the conversation.
Emphasize the satisfaction of customers who have worked with you in the past. It is much easier and more effective to approach them again in the future and achieve another sale.

If you are approaching new customers, make sure to find out if they work with another seminar organization company (corporate customers), or if they have attended any seminars in the past (natural persons, e.g. unemployed people) and what their opinion is towards training.
Use a friendly approach to your sales and act as consultants and stable partners to your customers.

Use your experience to create a structured and flexible approach scenario. Make sure it flows naturally like a real conversation, is concise, clearly presents the benefits you offer, and provides alternative approaches and responses depending on the customer’s likely reactions.
Identify who is involved in the decision and who is responsible for the final decision. Make sure to talk to everyone.
Plan your approach so that you can gain the customer’s interest in 45 seconds. That will be your window of opportunity.
During the call:

Inform the customer quickly and briefly about the reason you are calling.
Use a recommendation to gain acceptance to develop your proposal.
Make sure you are not intrusive. If the time is not convenient, set a phone appointment and keep it.

Start with a direct statement about the benefit your proposal offers.
Politely ask the customer’s permission to ask them questions.
Use open-ended questions to probe the interest of your interlocutor and make them actively participate in the conversation. A monologue will lead you to a flat “no” when you are finished.
Ask for questions and seek their reaction to what you have said.

Regularly mention the name of your interlocutor. It creates a personalized connection and overcomes the bias of the impersonal salesperson.
Learn to listen and take notes. Follow the ratio of 80% (talking time for the customer): 20% (talking time for the salesperson). The more the customer talks, the more information they give you that can lead to a sale. Take notes to remember the main points and arguments given to you.

Check the customer’s follow-up and interest with questions. For example. How do you listen to you? – what do you like about what you heard?
Don’t sound like a tape recorder. Have an open, genuine conversation.
Save and use the strongest advantage of your proposal for the moment that will determine the sale.
Learn how to close the sale. This is the weak point of inexperienced salespeople. For example, ask would you like to proceed with the reservation? – Which program do you prefer?
Complete the conversation by summarizing the benefits of the collaboration, the actions you and the customers will take.

Smile! The image that customers form of you on the phone comes 80% from your voice and 20% from the words you use. Therefore, work on your voice. Make it sound pleasant and interesting. Smile is heard! Also, the color, tone and speed of speech give very powerful messages.
Don’t be disappointed. About 30% of customers will be positive from the start and will buy your services, another 30% will not buy from the start and finally the remaining 40% will form their attitude based on the skills of the salesperson. Don’t be afraid of rejection, learn from your mistakes and improve your approach.

Don’t be discouraged. About 30% of customers will be positive from the start and will buy your services, another 30% will not buy in advance and finally the remaining 40% will form their attitude based on the skills of the salesperson. Don’t be afraid of rejection, learn from your mistakes and improve your approach.

A “reasonable” management time does not exceed 3 to 4 minutes. After this time, the conversation has gone the wrong way and will probably not result in a positive result.
Let unhappy customers express their dissatisfaction. Interruption will increase the tension. Use the “Take the H.E.A.T.” technique.
Don’t be afraid of objections. In fact, ask customers to express them. Objections and their successful coverage will lead you to the sale.
Set personal goals and keep a record of your progress.

Written by Panagiotis Mitroulias