Hosted By: David Malone

Telephone Selling Master ClassThe Sales Institute 90 Minute Series

Concepts devised and developed by Evolve Consultants

“The age of the order taker is over. It’s time to scrap”

Our Theme

Concepts devised and developed by Evolve Consultants

Agenda

How to structure a sales call for maximum results description

Opening benefit statements for outbound calls

How to leverage switchboards operators for maximum effect

Top mistakes and how to avoid them

How to follow up on prospecting calls

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Call simulations

Open forum

One for everyone in the audience

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Concepts devised and developed by Evolve Consultants

Where is your head at?

DenialIt will pass

We will be okay

This recession

There is no point!They wont buy in any case!

What to do?Cut costs

Reduce price

Or S.C.R.A.P.

You miss 100% of the shots that you don’t take

Concepts devised and developed by Evolve Consultants

Start a fight!

Concepts devised and developed by Evolve Consultants

Business Mantra for Tough Times

Scramble – Cover your costs – negotiate (But get something back)!

Consider collaboration with complimentary solution providers and where appropriate your “competition”

Re-invent / remarket your offerings – get creative

Adjust – For the times

Prospect / pipeline

Concepts devised and developed by Evolve Consultants

Call structureWhat are your opening lines?

ick up the phone

Concepts devised and developed by Evolve Consultants

QuestionWhat are your opening lines?

Concepts devised and developed by Evolve Consultants

Tip 2 Don’t Push early!

Start

Middle

Finish Line

Call Structure Template

Concepts devised and developed by Evolve Consultants

Get your strategy sorted!

Who is the most important person on the call?

Who is being qualified on the call?

How many people in the room think they are special / different / individual?

Trained pilot versus Mr “have a go”?

How does the prospect measure / get measured in their role?

Concepts devised and developed by Evolve Consultants

Opening benefit statements for outbound calls

Golden RuleGolden RuleShould mention a potential result the prospect is interested in.

What’s topical?What’s topical? Save / Costs / reduce Retain / retain / merge Increase / margin

High on W.I.I.F.M

Golden RuleGolden RuleDon’t be pushy or presumptuous

Some ideas Might be able to Possibility Depending on your

circumstances

Low on Pressure

Connect Stay on the phone Engage in a

conversation Get permission to

ask questions Qualify each other

Objective of your call

Some Pointers

Concepts devised and developed by Evolve Consultants

A Worked Example

Hello Ms. Dillon, I’m Liam Doyle with the Clamp Down Collections Company.

(Prospect Response)

The reason I’m calling today is because we are finding that many companies are now having to place a higher priority on debt collection and cash flow management because of the recession.

And depending on how you’re now handling your invoice collections, there’s a possibility we might be able to help you cut down on the time its taking you to get paid.

(Prospect Response)

Concepts devised and developed by Evolve Consultants

Opening statement

Rationale for call

Attention

A Topical Hook

SpeculativePunt

The reason I am calling today.

Working with a lot of companies in your industry A mutual colleague / customer / supplier suggested you call

Recession Cash Flow Save / Increase Defend

Depending on your circumstances It might be worthwhile having a chat

Concepts devised and developed by Evolve Consultants

The Magnificent 7 – Fall at the 1st fence openers!

The matchmaker: “I am calling to introduce you to our new service”

The order taker: “Calling to see if you nee anything?”

The dillusionist: “I am your new account manager”

The Choc Ice: “We have a great new product, I know you will love it”

Johnny no mates: “I’m in your area, I thought I’d drop in”

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The head butter: “I’m calling because I know I can save you money”

The majestic type: I am calling to set an appointment

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Concepts devised and developed by Evolve Consultants

Other angles

Following up a letter

Following up a referral

Working with their competition

Working with someone they know

Following up a research report that you composed and sent in

Working with a recognised brand in their locality

Following a chance meeting with one of their colleagues

Concepts devised and developed by Evolve Consultants

Dealing with the gatekeeper

From enemy Adversarial Disrespectful Dismissive

To concierge To ally Mutual respect Engagement

Possible Tactics Use an opening

statement Be respectful Acknowledge their

internal connections Treat them as an expert Ask them a technical

answer. Ask for a favour Be honest

Respect is reciprocal

Concepts devised and developed by Evolve Consultants

The Call Journey

Start Low pressure benefit statement Checking for interest / interest obtained via hook Permission to ask questions – (Condition the prospect)

Middle

Finish Line

Concepts devised and developed by Evolve Consultants

Questioning***Numbers denote the sequence for asking the questions

2. Issues & priorities as in what is most important to prospect now

4. Next move as called by the prospect at the end of the call

1. Circumstances as in what is happening in world of prospect

5. Time frame as in when this might happen

Power Next stepOverview Issues & priorities Time Scales

3. Authority as in decision making power & the process

Concepts devised and developed by Evolve Consultants

Qualification Protocol

How about …..

Selection criteria Current supplier status Time frame What would have to happen for you to

consider

Issues Motives Problems

Next Step

Their selection process

Their world today

Sum

mar

ise

Concepts devised and developed by Evolve Consultants

The Call Journey

Start Low pressure benefit statement Checking for interest / interest obtained via hook Permission to ask questions

Middle Questions Summarise

Finish Line

Concepts devised and developed by Evolve Consultants

Always be closing – Close the prospect in incremental steps

Permission to ask questions

Summarise after questions

Present a benefit & get an opinion

Ask for the business or next

step

So as I can work out how I can best help you may I ask some questions please.

Prospect answer: Yes!

“So what you are saying is …..” Prospect answer: Yes!

“Based upon what you have told me – here is how I think we can help you

Prospect answer: Yes!

“Based upon what you have said it sounds like we should meet up” Prospect answer: Yes!

Concepts devised and developed by Evolve Consultants

Making a purchasing Decision:

The thought process a prospect goes through

Interest aroused and retained

Needs appreciated

Knowledge of product gained and extended

Suitability appreciated

Desire to buy

Consideration of price

Value appreciated

Concepts devised and developed by Evolve Consultants

Presenting benefits

Linked to issues Not generic

Relevant

Check for rightness

Appropriate

Don’t sell and take it back

If objective is to get a meeting – get the meeting

Don’t give away family silver

Some Pointers

Concepts devised and developed by Evolve Consultants

Why do objections happen?

Don’t want it / Don’t need it!

I am in a contract

Perception – your approach is poor

Perception – you are focusing on yourself and not the customer

Sceptic – You sound scripted

Concepts devised and developed by Evolve Consultants

OBJECTIONS

Objection To the call Happens when your opening statement is rejected

Remedy: Compose a more compelling opening statement

Objection to your message Happens when seller talk too much Happens when seller makes a pitch that has no link to prospect’s priorities Happens when seller uses very technical jargon Happens when seller stops listening

Remedy: Use “ACE” formula / Incrementally close on the call journey / Only talk about what is important to prospect

Objection to your suggested nest step Remedy: Use “ACE” formula / Incrementally close on the call journey / Summarise more

regularly on the call

Concepts devised and developed by Evolve Consultants

Objections – ACEExample: “sounds expensive”

AcknowledgeExample

“Okay so you have a concern about the price”

ClarifyExample

“Apart from the price do you like the product?”

Or

“When you say expense, what are you comparing

it against?”

Explanation

*Depends upon how they answer the clarify stage

Concepts devised and developed by Evolve Consultants

The Follow Up

Send them something Get agreement in

principle for the step beyond the postal delivery.

“If you like what you see in print, what might the next step be?”

Get permission to follow up

“With your permission, I’d like to give you a call to see what you think about the proposal. When would be good for you?”

Link follow up to previous conversations

“John, last time we spoke you suggested I call you today and you said that if you liked the look of the proposal we’d talk about the next step”

Concepts devised and developed by Evolve Consultants

Business Mantra for Tough Times

Scramble – Cover your costs – negotiate!

Consider collaboration with “competition”

Re-invent / remarket your offerings – get creative

Adjust – For the times

Prospect / pipeline

Concepts devised and developed by Evolve Consultants

Creativity

It’s your choice!

“In today’s economy there are no experts, no best and brightest with all the answers, everyone has their own opinion of where we are at. The only certain way to really screw up during a recession is to not try anything different”

- Richard Branson

•If you’d like a list of useful questions to askEmail me at – david@evolve.ie