Telephone Sales Training

Telephone Sales Training � Part 3

Get the client�s secretary on your side

Success over the telephone does not only depend on the right choice of words at the right time. Success depends primarily on reaching the right negotiating partner. Even good techniques are to no avail if you are not talking to the right person.

The right negotiating partner is normally shielded by a secretary. Getting your client�s secretary on your side is one of the most difficult tasks in telephone sales.

There are only a limited number of general behaviour rules which can be listed. What may be right in one situation is wrong in the next. A trick used successfully by one sales representative may be unsuccessful when used by a colleague. A turn of phrase which is accepted by one secretary may arouse protest in another.

The art of getting your client�s secretary on your side must be tailored to the personality of the caller, the personality of the secretary, the specific nature of the business in hand and the specific nature of the business relationship. Over the next few pages you will find a few tips, which have, at least, not proven to be wrong in the past.

Ask to be put through to the client. Introduce yourself by your first and second names, details about your company and its location, ask to be put through to the client and thank the secretary. For example:

�This is William Smythe speaking from the Alpha Beta Company in Hammersmith. Could you please put me through to Mr. Franken. Thank you very much!�

By mentioning your first name, which is automatically understandable, you are promoting identification between you and the secretary. By mentioning your company�s location, you are reminding the secretary that long-distance calls cost money and should therefore be dealt with swiftly. By thanking the secretary, you are intimating that you expect your request to be put through to the client to be granted and that there will be no further communication between you and the secretary.

Have the reason for your call ready. Normally, however, you do have to continue the conversation with the secretary. The secretary, surveyor of all she sees, wants to shield her boss and asks, �What would you like to discuss with Mr. Franken?� You must be prepared for this question. Have the answer to this ready in your mind before you make the call.

You have a specific reason for making the call. Present the reason in such a way that the possible advantage for the client is immediately discernible. Emphasise the client�s interest in speaking to you and not vice versa:

�Eight days ago Mr. Franken received a written offer from me. At that time I promised him some additional information that I first had to research. I�ve now got it and would like to discuss it with him.�

Enquire about the best time to call. If the person you are looking for is not there, ask the secretary when you will be able to contact the client and when you should call back. If she accepts the situation that you should call again, she has made an indirect promise to you that there will be no further difficulties when you call again and the client is there.

Discuss the matter with the secretaries in your own company. Ask your own secretaries what kind of requests they are receptive to and what kind of requests they turn down. You will learn a lot from this � namely, what you should and should not do.

Try and do business with the secretary. You call the client�s company and ask to speak to the purchaser, in order to arrange an appointment. The secretary does not want to put you through to her boss because they are so terribly busy.

Ask the secretary to arrange an appointment for you to see her boss. If she can do this, you have achieved your objective. If she cannot do this, you have paid her a compliment by the very fact that you believed her to be in a position to be able to do so. This will perhaps make her more willing to make sure you get through to her boss.

Offer to speak to the secretary herself. You call a company that you have not done any business with previously. You want to arrange a visiting appointment with the personnel manager. His name is Watson. The secretary answers.

You introduce yourself, give your name, the name of your company and say that you would like to arrange an appointment with Mr. Watson. She asks, �What would you like to discuss with Mr. Watson?� You reply, �Perhaps I don�t have to bother Mr. Watson, perhaps you can help me: I would like to offer you a video camera for educational purposes.�

Should the secretary actually be in charge of making such a decision, which is hardly likely, you do not need to talk to Mr. Watson after all. If she is not in charge of making such decisions, she will tell you this and thus realise that you will have to talk to her boss in person.

After she has realised that you will have to talk to her boss, it would be ridiculous for her to turn you away.

Analysing conversations

Analysing your conversations is just as important as preparation. Analysis involves four individual tasks:

1. Keeping a check on your performance and results.

2. Completing written documents and keeping them up-to-date.

3. Completing the tasks that arise from your agreement with the client.

4. Making a critical analysis of any mistakes that may have been made, which should be avoided in future conversations.

Do not underestimate the importance of this extra work. The completion of documents is the first step in preparing for the next conversation and if you forget important pieces of information, it could well mean that your next conversation will not be successful. Only the completion of tasks you have undertaken to do will make a good discussion successful.

It is useful even in work places that do not particularly lend themselves to telesales to write down telephone calls that have been made during the day and their results � the number of calls, length of the conversation, costs, results (in terms of turnover, offers, agreements, etc.), experiences and observations, suggestions for improvement, etc.

Complete documents. This should be done immediately after you have finished the conversation. Every delay increases the risk of you forgetting the information. Fill in the appropriate columns in the client index card and client information sheets. Make an immediate note of the order that you have agreed on and the necessary instructions to your colleagues working in the field and in the office. Type up the necessary memoranda immediately. Type any new information into a computer straight away.

Do any additional jobs. After you have made important telephone calls think if there are any additional things you can or must do on top of the routine work, and what has already been agreed on:

Send written confirmation of the order Send a thank you letter Prepare an additional offer with additional information Find out details about the client Discuss the matter with colleagues Find references for the client; Send out invitations (to trade fairs, inviting the client to visit your company) Make a note of a follow-up conversation.

Look for mistakes. After you have made an important call, go over every part of the conversation in your mind and consider what you did wrong.

Did you eliminate any possible disturbance? Did you call at the right time? Did you observe all the rules of politeness? Did you observe all the rules governing speech technique? Did you carefully avoid any misunderstandings? Did you prepare for the conversation thoroughly? Did you ask the correct questions and give skilful answers? Did you ask all the necessary questions? Did you follow the right lines of argument? Did you deal with objections skilfully? Did you lead into the conclusion in a methodical way? Did you steer the conversation towards all your goals?

It would be an idea to make a check list, which you can use to monitor your performance.

You will have become aware of your weaknesses by working your way through these notes. Make a note of these weaknesses and note them down into your check list.

Exhaust all possibilities of obtaining new business

There is an enormous range of opportunities for using the telephone in sales and client services. The list in this section is by no means exhaustive. Write down other opportunities that you see and use.

If you make use of the natural opportunities that present themselves for calling clients, you are relieved of having to find justification for every call. You state the occasion. The client will not perceive your call as a disturbance or as pressure, but as attentiveness and good customer service. Thus, you will have less difficulty in getting hold of the right person with whom to negotiate.

Exhaust all possibilities of meeting the client and obtaining new business

Check that you are using the right means of contact. The telephone is not always the right channel of contact. When should you use the telephone and when should you rather choose a different form of communication � letter, fax, visit, invitation? The telephone is not a good choice if:

The contact should be put on record You have a lot of information to convey The information is very complicated Non-verbal information is also required Another means of communication is just as effective, but cheaper A personal meeting would appear to be beneficial

Before you reach for the telephone check that it is, in fact, the best means of communication.

Here is a list of 25 occasions for calling clients. Check which of these are not relevant to you.

Small clients: It is cheaper and more emphatic doing business over the telephone than conducting two annual visits, and the size of the order can be larger.

Remote clients: The cost of sending sales representatives to remote locations means that this is impossible. Remote clients normally prefer doing business over the telephone than during visits.

Additional offers: Products have just come onto the market that compliment the products bought by a client � for example, dictating roll for dictating machines.

Special prices: There are various reasons for granting restricted reductions: promotion, stocktaking, clearances, etc. The client is always grateful for any tips on special prices.

Special offers: These are normally so finely calculated that it is necessary to advertise them using the cheapest way possible. The fact that you are calling the client makes the low price seem credible.

Seasonal offers: The attractiveness of many products is linked to certain weather conditions, the mood of the consumer classes and times of the year.

Residual stock: This does not refer to goods which cannot be shifted, but products past their expiry date, which should be sold as quickly as possible to reduce storage and administrative costs.

Drop in orders: A client�s order has dropped dramatically in comparison to last year. What are the reasons for this? A change in requirements? Is the client angry about something? Is the client just being negligent?

Stock build-up: You have monitored how long it takes the client to run out of stock and remind them in time to place another order.

Annual order increase: Your clients receive credit, bonuses and special discounts if their annual order reaches a set target. You remind the client of their shortfall with regard to this target.

Savings on transportation costs: �We are currently making your order ready for dispatch. We are just a little short of a full load. The transportation costs would remain the same � do you not want to increase your order?�

Delivery: The lorry containing the client�s order is ready to go. It has been two weeks since the order was placed. Have any other requirements emerged during that time?

Thanking the client: You have just received an order from a client. You thank them, assure yourself that there have been no misunderstandings, discuss how the order will be carried out and suggest extensions to the order.

Arrival of goods: The client has received the delivered goods. You wish to know if everything is to the client�s satisfaction and if they have any further wishes.

Taking care of new clients: A new client has just received, used and paid for the first delivery. You ask if everything was to their satisfaction and if they have any further wishes.

Answering questions: The client has sent you a written question to which you can give an answer over the telephone. It is faster and cheaper to do this and it intensifies contact.

Request for samples: The client has asked for some samples and has been sent some. You enquire if the client can use these, if there have been any problems and if the client has any questions.

Enquiries about an offer: The client has received an important written offer from you and you want to find out their initial reaction and offer your services if the client needs further information.

Backing up advertising campaigns: Your company is running a major advertising campaign aimed at clients and customers. You back this up by calling your most important clients.

Advertising by the client�s company: The client launches an extensive or innovative advertising campaign, which offers you a springboard for questions or offers.

Cancellations: The client has sent you a written cancellation. You call them straight away and try to revoke this before everything is finalised.

The client has already turned down your offer: New lines of argument have now come to light, which have not yet been discussed. You try to arrange another round of negotiations.

Improved conditions: The conditions for your clients have markedly improved. You inform the clients who shied away from the price over the last few weeks of this fact.

Re-negotiate business with old clients: Former clients have since realised that the competition is no different. A telephone call is more invigorating than a letter.

Issuing warnings: Warning a client that payment is overdue can be more effective over the telephone than in a letter. Outline the unpleasantness that both sides want to avoid.

Draw up an appointments diary. If your appointments are not stored on computer disk or in any other form, you could write down some of the details in an appropriate diary; the date of the appointment, the name of the client and the occasion. By doing this will be reducing the danger of overlooking good calls and sales opportunities. Choose specific calling appointments before or after important events. For example:

2 months before the expiry of a service contract suggest an extension of the contract;

accumulate orders for seasonal goods 2 months before the beginning of the season (if the season depends on the calendar);

urge the client to buy products at the old price 1 month before the price goes up;

inform interested clients that a certain product line is about to go out of stock one month before it does and allow them time to place an order;

remind clients of an important trade fair two weeks before it takes place and, if possible, arrange a visit;

announce a sales campaign two weeks before it is advertised, and urge retail clients to build up their stock.

try and convince a client to take a product on, three days before the expiry of the trial period;

enquire about the problem-free use of a new product three days after it has been delivered, and try to facilitate the placing of an order;

offer further information three days after a written offer, and ask the client to limit the time it will take him to make a decision;

clarify a client�s requirements two months after their last order and suggest that they place a new order.

Save costs

Check documents. Do not call the client or buyer if you can get the information you need from a document that you already have in your possession. Use the time it takes you to find the document to organise your paperwork.

Wait. Do not call the client if you do not need the information you would be calling for immediately or if the information that you can give is not needed immediately.

Gather your points together. Do not call the client for every trifling little matter. Gather the points that you want to discuss with the client together on a sheet of paper. If there is no time pressure, you can even combine points.

Call in colleagues. Check that the points you want to clarify with the client cannot be clarified by one of your colleagues, who maintains constant contact with the client.

Do not call special services or announcements unnecessarily. Do not call directory enquiries if there is a telephone directory on the next desk. Do not call the talking clock if your colleague has a watch. The shares index is listed in the newspaper and the weather forecast is never accurate anyway!

Do not telephone out of pure boredom. Do not pick up the telephone because you are bored with the paperwork you have to do. If you want a break, don�t make a long-distance call.

Do not wait. Do not hold if the client is speaking with somebody else. Thank their secretary for the offer, put the telephone down and call again later. Do not wait if the client has to find documents either. That could take a long time � not every desk is well-organised.

Do not �chatter away�. Telesales people normally have a �warm up� conversation before they get to the real business they want to discuss with the client. Chatting is not appropriate over the telephone. Do away with asking the client how they are. Tell the client why you are calling. Relay any information you have straight away. Ask your questions without beating about the bush. If you want to sell, ask the client about the order no later than one minute into the conversation. In general, clients prefer short interruptions to long ones.

Check the length of the client�s contributions. If you do not have a meter to warn you to be brief, you should lay your watch down in front of you on the desk. Keep an eye on this while you are conducting your conversation. It is amazing how quickly the minutes go by.

Chatterboxes talk a lot. Conversely, telephone chatterboxes talk a lot over the telephone. They chat away when they call you and also when you call them. What can you do to prevent this? You cannot afford to lose either your client�s or your time.

Keep to the point. Hide your usual geniality from such people. Be polite and helpful, but serious, to the point and business-like.

Speak faster. Speak faster than you would normally. Give the client an indirect signal that you are pressurised by time.

Do not ask any open questions. Open questions, such as: �How did you do that?�, give the client an opportunity to go on and on. Ask closed questions, which force the client to answer with a simple �yes� or �no� or in a single word: Do you still have XY?�.

Do not make any comments such as �Very interesting� or �That�s quite right!�, which might encourage the client to speak more. Telephone junkies do not expect a riposte from you.

Include a summary of the facts. Interrupt the client to give them a summary of the facts: �Just so I can check that I�ve understood you correctly. You are saying: Firstly�.Secondly�Third��. Try and bring the conversation to a close: �Can we leave it at that? I�ll look into the matter straight away.�

Interrupt the client if they digress. Bring the client back to the matter under discussion politely if they go off at a tangent: �If I can come back to the initial point we discussed�� or �I�m in a bit of a rush today � so if I could come back to the subject of my offer��

Pick up on questions that need to be answered. Interrupt the torrent of words and say that you will make enquiries and call the client back. If you are the one making the call, it is your prerogative to guide and end the conversation.

Insert phrases that will draw the conversation to a close. Discreetly remind the client that you wish to draw the conversation to a close by inserting set phrases: �To conclude I have one more question�.� or �I think we�ve now mentioned all the points�.� or �One last comment��.

Arranging appointment with prospects by phone

A telephone appointment is usually unavoidable if the interested party or user is being visited for the first time. Sales representatives in the technical and industrial sector, in addition to those in the service industry, are particularly advised to make an appointment for their visits. Wholesale, and retail travelling salesmen, who are calling on medium and large-sized firms, can also considerably improve their chances of transacting business if they call up their clients beforehand and arrange visiting times.

The advantages of arranging a visit over the telephone are evident:

1. Futile visits are avoided. 2. Waiting time is reduced. 3. Compliance with the arranged schedule is ensured. 4. The client can prepare for the negotiations. 5. The salesperson intimates to the client that their time is precious. 6. The visit gains more significance. 7. The client often feels disposed to helping, so that the salesperson�s visit is worthwhile.

The success of arranging client visits by telephone depends on careful preparation.

When your call is answered and you do not catch the name straight away, ask the switchboard operator to spell it. Also ask for the clients first name, academic qualifications and title. This information is important for future correspondence and reports, as well as for your forthcoming conversation.

When you know the name of the negotiating partner you wish to talk to, ask the switchboard operator to put you through.

The next person with whom you will come in contact is often your negotiating partner�s secretary. When she answers the telephone, begin by saying �May I please speak to Mr. Jones.�

A survey shows that 25% of secretaries put callers through to their bosses without asking their names. You can ask to be put through to the negotiating partner without giving any additional explanations, as every fourth telephone conversation takes place in this way. The survey also shows that about 40% of receptionists ask for the caller�s name if they do not introduce themselves. After hearing the name, three out of five secretaries put the call through without enquiry as to the nature of the call.

The results of the survey show that firmness wins at the end of the day. If you want to talk to the head of a firm and you get through to their secretary, be polite and resolute. Many receptionists believe that any caller who asks so resolutely to speak to their boss must have sufficient reason to do so, or is an acquaintance.

Eventually, if you are successful and are put through to the boss. You introduce yourself, state your business and ask if they are responsible for this region.

This verification is very important. Surveys show that 30% of all salespeople talk to the wrong person when phoning a new client for the first time. The danger of this is particularly prevalent in large companies. Concentrate on obtaining the name of the �right� person when calling for the first time.

It emerges that the person you are talking to is the person who places the order. You now must try to get them to grant you a visiting appointment. There are three words which can often quickly facilitate access to the client. These are:

Show. If you represent an investment goods company, say to the head of purchasing department or the industrial engineer, �I would very much like to show you my new hanger for the device, which possesses up to 6500kg holding strength.� What human being is naturally curious and does not enjoy being shown something new?

Try. If you represent a wine company, suggest, �A batch of excellent vintages have just come onto the market. Tomorrow evening there will be a wine tasting in Bernie�s wine bar. I would like to invite you to the event.� What human being does not like being invited to try out new things?

Help. Explain to the client or interested party that you want to help them to increase their turnover, lower their production costs, reduce their labour costs or financially secure their old age.

You can cite other reasons in an attempt to be seen by the client. Here are a few examples:

1. Product novelty: �Mr. Baldwin, my company, the Alpha Beta Corporation is bringing an improved two stage enveloping machine onto the market, which I would like to show you. The machine is ideal for your amount of post.�

The novelty approach is appropriate for clients who are familiar with the sales representative, their company, the products and its advantages.

2. Uses for the client: �Mr. Knox, my company, the Alpha Beta Corporation is bringing a two stage enveloping machine onto the market. This means you will be able to reduce your labour costs by a maximum of 70% in your post handling.�

The uses approach is appropriate if the client is less familiar with the products and its advantages.

3. Special offer. �Mr. Broadmead, for a long time now you have been looking for an enveloping machine. I have a second hand model of our new two stage enveloping machine which is in perfect condition and is for sale at a 60% reduced price. I would like to show you this machine.�

Special offers (�The introductory price is only an offer for another four weeks�, �The price will go up by 8% from the first of November�) are primarily known as fear closing techniques. They are also appropriate approaches for arranging visiting appointments, as long as the client is familiar with the product.

4. References: �John, a colleague of yours, Andrew Brown from Doncaster, has just ordered a two stage enveloping machine to help him handle his post. This machine reduces labour costs by a maximum of 70%. Andrew Brown is under the impression that you too may be experiencing problems handling your post. I would very much like to calculate the economic advantages our enveloping machine could have for your company.�

Media: �Paul, my name is Michael from the Alpha Beta Corporation. Now and again we receive advertisements from your company. From this I can see that you have a considerable volume of post.�

Direct advertising, advertising campaigns, participation in trade fairs or press publications are appropriate approaches for visiting appointments. Praise the advertising, public relations or sales promotion activities of the company, if praise is due.

6. List of references. �Keith, as a publisher you will be interested to know that in Stanwick alone 45 publishing houses are using our enveloping machine to deal with their post and are thereby saving on labour costs of up to 70%. We include ABC, KL and XY among our clientele, to name but a few."

References are a good entr�e if the interested party is from the same branch of industry and knows the companies mentioned.

7. Market surveys. �Ian, as administrative head of ABC Insurance you will, no doubt, be interested in the results of a survey which my company, the Alpha Beta Corporation, recently carried out with seven insurance companies. With the help of our enveloping machine these companies managed to reduce their labour costs in the handling of post by 70%. I would very much like to show you our most recent model.�

A businessman is always interested in market research studies, opinion polls or surveys.

8. Special showings: �Daniel, my firm would like to demonstrate our most recent enveloping machine before a small circle of interested wholesalers. The demonstration will take place on the sixth of November at 11 o�clock. I would like to invite you to attend.�

It is sometimes easier to invite an interested party to demonstration in your company rather than visit them at their company. Make sure you invite a homogeneous audience, so that there can be an exchange of information and practical knowledge.

9. Introduction. �Richard, my name is Harry Stone from the Alpha Beta Corporation. I am the representative responsible for you in Finchley. We have not met yet and I would like to rectify this.�

This method only functions if you represent a well known company whose products are known by the interested party and will one day be purchased by the client.

10. Gift. �Jane, my company, the Alpha Beta Corporation, have brought out for its business colleagues a handy appointments diary for the new year. We would like to give you one of these. Is it convenient for me to come round tomorrow morning at 9 o�clock?�

The bearer of gifts is always well received. You may even be able to have an initial short discussion. In any event you will be able to arrange a visiting appointment when you hand over your gift.

11. Analysis. �Christine, let us investigate together how the erosion can be reduced by an additional �Hone process.� Is next Thursday suitable�?

Interested parties and clients usually make time for an analysis or investigation. The suggestion also arouses their curiosity.

12. System. �Ann, I am not offering you a product, but a system � a system which ensures sensible fuel exploitation.�

A system is more than a product. It is an emotive word, which clearly shows that someone has been thinking, extensive practical knowledge is available and that it must be a complete process.

Suggest a visiting date to your opposite number as quickly as possible. Surveys carried out by an American telephone company show that 50% of telephone calls in which salespeople asked their clients for a visiting appointment were successful when the salesperson suggested an exact time for the visit: �Can I talk to you tomorrow morning at 10.45?� or �Is it convenient for me to visit you next Tuesday at 14.30?�

What is the secret of this success? The client instinctively considers whether the suggested time suits them. The decision as to whether the sales representative should come or not takes a back seat. The question suggests to the client that the need for the visit is self evident and needs no further discussion.

If the client avoids this ploy and asks, �What do you want?�, then the salesperson should � and again this was confirmed by the surveys � conclude their answer with a suggested visiting date: I would like to propose a special offer that will offer you price advantages of up to 18%. It is convenient for me to visit you tomorrow morning at 10.45?�

Many sales trainers recommend that the client be offered the choice of two dates:

�Can you spare me 20 minutes next Thursday? Shall we say at 11 o�clock, or would Friday be more convenient?� �Are you free on Thursday at 9 o�clock? or is Friday at 11 better?�

The question the client now has to settle is which day would be most convenient for them and not, whether they actually want to sanction the visit itself.

Some clients try to involve you in a longer conversation over the telephone, in order to discover more details about your offer. Don�t let this happen! If you divulge too many details about your offer, you will supply your prospect with arguments they can then use to turn down your suggested visit. Concisely give one or two reasons for your visit and repeat your suggested visiting time.

If the client says, �I don�t have any time at the moment � I�m in the middle of a meeting�, you should not force the issue. Ask what the best day and time to call is.

Do not ask the client for �five minutes� if your planned presentation lasts for half an hour. Comments such as �I will only take up a short amount of your time� or �You�ll be rid of me in five minutes� downgrades your visit from the outset. Sales people appear more convincing if they say, �Can you spare me half an hour on Wednesday? In 30 minutes I can show you all the aspects of our new model.�

You have finally succeeded in arranging a visit. Only one danger now remains: that the visit falls through or is postponed indefinitely. To ensure that your visit does actually take place try the following:

1. When the client agrees to the date you have suggested, repeat the date. This removes any possible misunderstandings which might occur. Furthermore, the confirmation enhances the status of the meeting. It makes your opposite number think that it is a good idea. By confirming the meeting, you engrave it even more on the client�s mind, which means they will make sure they prepare properly for it.

2. Ask the client for information or directions. Whoever asks a favour obliges the person who accepts and fulfils it. The client helped the salesperson, they did something for them and they feel obliged towards them.

3. Prove your reliability. An investment advisor makes sure meetings will take place by getting their secretary, who has a copy of their visiting schedule, to call the client 30 minutes before the visit is due to take place.

The aim of this material was to perfect your skills over the telephone and with the client. If it has been successful, it should now be easier for you to conclude your business transactions over the telephone than before. You should now be more successful and, as a result of this, enjoy using the telephone in everyday business.

One final word of warning - telephone time can become an expensive source of enjoyment. Surveys have shown that a third of all business calls are unnecessary so submit your calls to the rule of economic stringency.

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