Mastering The Sale
The two most powerful components of a sales person's job are how they sell and how often they sell
. Here, we'll address what to say and what not to say on outbound sales calls, and how to master the close.
Know what to say and you need to know how to say it. Attitude is most important thing on an outbound sales call. You must powerfually assert that your call has value and your product will help the customer. The biggest mistake sales reps can make on an outbound call is to convey an apologetic attitude for imposing on the customer. It sends an immediate signal to the customer that you aren't supposed to be talking with them, and the customer will start to look for ways to end the call.
It's important at the beginning of the outbound call to get to the right person. Ask as much as you can of the first person who answers the phone, even if he or she is not the decision-maker. If the decision-maker isn't available, find out when he (or she) will be available or how you can contact him. Don't leave a voicemail; go back to the receptionist and see if there is another way to reach the decision-maker if he doesn't answer your call.
When you do get the decision-maker on the phone, tell him your name and company name, and explain that you want to learn more about his needs, specifically upcoming projects or current work. Learn everything you can about his business, and don't talk about yourself unless you have to. Listen first; then discuss your company in the context of his specific needs.
Know what not to say Following is a list of the four most common mistakes sales reps make on outbound sales calls:
1. Employing an over-used question that doesn't get you anywhere, such as: "How is it going?" or "How are you?" At first glance, you may not see what's wrong with this phrase. The problem is that it immediately positions you as the stereotypical sales person. While there is nothing inherently wrong with this cultural start to a conversation, avoiding this ritual keeps you in control during those initial critical seconds when first impressions are made. Instead, use the extra time to introduce yourself and show interest in the customer's business and needs.
2. Minimizing the importance of the call with: "I was just checking," "I was just calling" or "I was wondering." Avoid any sentence that has the word "just" or "I was wondering." Both phrases project a lack of confidence. Lots of companies sell glass, but not everyone instills confidence. Instead of wondering, get to the point.
3. Injecting doubt regarding the value of your call with: "Do you have any time?" or "May I have a moment of your time?" "Can I have a minute of your time?" is a polite and appropriate phrase to use on many calls, but not the first outbound sales call. In this situation, it turns control over to the customer, giving them the opportunity to end the call before it has begun.
4. Overstepping your relationship with: "buddy," "sweetie" or "darling." People use a variety of terms of endearment in this country. We hear "honey" in the South and "chief" in the West. After you have created a relationship with the customer, it is OK to use these nicknames, but even then it's better to use the customer's first name. Under no circumstances should you use these terms on the initial outbound sales call.
Ask for the sale Eighty-six percent of the sales reps we initially evaluate don't ask for the sale. Instead, they offer to fax or e-mail a quote; they rely on the bid process; or they quote a price and wait for the customer's response.
Ask for the sale on every call. When you hang up the phone, leave the customer with an appointment for a follow-up call or a purchase commitment. Remember, selling is not offering a discount or dropping your rate to beat the competition. While you might need to resort to this eventually, a good sales rep does not immediately cut the rate to get a sale. Instead, build value into your pricing.
by: Jeremiah Wilson
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