Selling to Anyone Over the Phone phần 1 potx

Advance praise for Selling to Anyone Over the Phone:‘‘The tips and suggestions in Selling to Anyone Over the Phone made a big impact on everyone in our group.. CHAPTER 1 Polishing Your P

Advance praise for Selling to Anyone Over the Phone:

‘‘The tips and suggestions in Selling to Anyone Over the Phone made a

big impact on everyone in our group We’ve changed the way we

interact with one another and how we ‘deal’ with our customers I trulybelieve that we have won back customers as a direct result of these

ideas.’’

—Miriam Zeigler, President, I.KELA Company

‘‘It’s funny how I spent the first six months in my sales position just callingand trying to make contact with people Now, I plan before every call,listen to what they have to say, and most of all, use the ‘tell me about ’instead of using direct questions for a yes or no answer Using just thesesimple techniques has helped me 200 percent in selling by phone.’’

—David L McCorkle, Business Development Manager,

Informa Research Services

‘‘This is a must-have for all phone selling professionals It provides

information you can use to immediately engage your clients on every

call Every tip provided is essential to improving your persuasive skills

on the phone.’’

—Christos Christou, Jr., Quality Assurance Manager/Solutions

Development Project Manager, EMG Corp

‘‘Selling to Anyone Over the Phone provided excellent assistance to our

sales personnel My salespeople are applying the practical and usefultools in their daily sales routines Thank you!’’

—Nelson T Coe, East Regional Vice President,

Kintetsu World Express USA, Inc

‘‘Renee Walkup, a top trainer in the industry, does an excellent job ofcommunicating her knowledge and enthusiasm in this book Her ability

to relate to everyone makes her one of the most effective trainers I haveever used I highly recommend that you explore Walkup’s proven

methods in this new book.’’

—Cherie Marchio, Executive Vice President, International Thomson

‘‘I am constantly and pleasantly reminded of the new effectiveness ourfolks have learned from this material, as all the reps’ vocabularies nowinclude: ‘tell me ,’ ‘I need to speak to ,’ and ‘I’d like to ask you

a couple of quick questions.’ They are using the ‘tongue trick’ quite a bittoo.’’

—Monique O’Brien, Regional Manager, Harcourt Achieve

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Selling to Anyone Over the Phone

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Selling to Anyone Over the Phone

Renee P Walkup

with Sandra McKee

Foreword by Karen Robinson

CEO of PrimePoint Media

American Management Association

New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco

Shanghai • Tokyo • Toronto • Washington, D.C.

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Special discounts on bulk quantities of AMACOM books are

available to corporations, professional associations, and other

organizations For details, contact Special Sales Department,

AMACOM, a division of American Management Association,

1601 Broadway, New York, NY 10019.

Tel.: 212-903-8316 Fax: 212-903-8083.

Web site: www.amacombooks.org

This publication is designed to provide accurate and authoritative

information in regard to the subject matter covered It is sold with the

understanding that the publisher is not engaged in rendering legal,

accounting, or other professional service If legal advice or other expert

assistance is required, the services of a competent professional person

All rights reserved.

Printed in the United States of America.

This publication may not be reproduced,

stored in a retrieval system,

or transmitted in whole or in part,

in any form or by any means, electronic,

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without the prior written permission of AMACOM,

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1601 Broadway, New York, NY 10019.

Printing number

10 9 8 7 6 5 4 3 2 1

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CHAPTER 1 Polishing Your Phone Sales Tools 7

CHAPTER 2 The PLAYING Process 23

CHAPTER 3 Identifying Personality Types Over the

CHAPTER 4 Getting Gatekeepers to Work for You 55

CHAPTER 5 Planning and Tracking 71

CHAPTER 6 Setting Up for Success 89

CHAPTER 7 Listening Through the Words 105

CHAPTER 8 Asking High-Value Questions 123

CHAPTER 9 Selling Through Objections 143

CHAPTER 10 Negotiating the Close 163

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viii C o n t e n t s

Appendix A PEAK Personality Type Assessment 183

Appendix B Powerful Proposals That Sell 185

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The number one predictor of successful salespeople is their ability toconnect with their customers In the years leading up to the present,the best sales executives have accomplished this by having multiple,face-to-face meetings However, the demands on our clients’ time,coupled with the increasing expense and frustration of travel, haveminimized our ability to actually meet with clients

Managers continue to look for innovative, but successful, niques that can help our sales teams continue to connect with theirclients remotely This book has given a compelling argument that theold-fashioned telephone can in effect be ‘‘the most important sellingtool’’ in today’s hectic environment

tech-Selling to Anyone Over the Phone successfully conveys how the

phone is critical to a sales person’s success More important, the bookprovides detailed steps on how to improve your telephone sellingskills, regardless of whether you are selling a $50 yard service or a

$500,000 new telecommunications system

As an experienced sales pro, with twenty years as the CEO orhead of sales for a number of companies that have sold everythingfrom telecommunications products to early stage technology to alter-native outdoor advertising, I was impressed to read the clear and

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x F o r e w o r d

powerful techniques that the author suggests My team will now beimplementing these techniques to reduce our travel time and expensewithout sacrificing our sales You should too

Karen RobinsonCEO, PrimePoint Media

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To our SalesPEAK clients and seminar participants who trust us andmake us sharpen our selling tools constantly—and who continue toprofit from new ideas

To my talented extended sales family: Dad, Mom, Aunt Carol,Grandpa Jack, and Grandma Flo, for providing me with the ‘‘sellinggenes’’ and for being role models ever since I started selling in down-town Kansas City at the age of seven Thank you for helping me findthe joy in a lifetime of selling and helping others

Thank you to my dear husband, Ted, and our daughter, Rachel,for putting up with my long hours spent making the vision of thisbook a reality

Special thanks to our diligent editor, Christina Parisi, at AMACOMfor her enthusiastic support of this book Last, I want to thank

my dear friend/former customer/current mentor, Sandra McKee,for her organizational skills, excellent writing, and superb follow-through during this past year

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In today’s selling environment, the telephone has become the mostimportant selling tool next to a briefcase For some reason, however,whether in outside or inside sales, very few people have ever had aclass, instruction, or formalized training in how to use the telephoneeffectively to:

More commerce is being conducted now using the telephone Evenwhen face-to-face selling is involved, it all begins with the telephonecall For this reason, every sales professional in the world should have

a phone-selling handbook to generate more sales Just think abouthow the realities of doing business have changed

With the ever-increasing expenses related to travel, more andmore companies are bringing salespeople in off the ‘‘road’’ and put-ting them in front of a telephone Salespeople who say they are more

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2 S e l l i n g t o A n y o n e O v e r t h e P h o n e

effective in person are probably right However, we aren’t likely toget sufficient face time in selling situations if we aren’t effective overthe phone first

How Effective Is Your Phone Selling?

So, what’s bugging you about your phone selling? Have you been:

cus-tomers?

If you answered yes to any of these questions, then the tools on thefollowing pages are for you The likely problem is that you havephone habits that aren’t getting you anywhere Perhaps the problem

is that you are just starting out using the telephone for your customercontacts and want to close more sales

Customers are busier than ever and are receiving more calls thanever— internally and externally Thus, the well-trained professionalsalesperson must have exceptional skills to get a customer on thephone, gather information, build rapport, generate excitement, andadvance the call to a commitment—the final step in the selling proc-ess This process is often difficult to achieve in today’s competitiveselling environment

A New Approach

In the past, many telephone salespeople were trained in a very sive—and not very consultative—approach to securing business Mostpotential customers today are not only turned off by an in-your-face,dominant approach but are also enlisting increasingly elaborate

aggres-means to avoid taking calls Selling to Anyone Over the Phone teaches

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I n t r o d u c t i o n

you how to effectively reach and become a decision-making partnerwith the customer An important distinction you will learn in thisbook is the noncombative, constructive technique of the successfulsales phone call

Using personality matching and the consultative selling proach, you will become the kind of professional salesperson who canimmediately identify a customer’s personality type and match the cus-tomer’s rhythm, tone and style, with the result of developing rapid

ap-rapport over the phone! The time for old methods that use lying,

exag-geration, concealment, and manipulation is gone This book willteach you how to sell with integrity, honesty, and warmth, thusbuilding the kinds of relationships necessary for long-term customersand profitable sales

The Challenge

Let’s consider for a moment why effective phone selling is more thanjust dialing enough times that the percentages kick in The followinglist shows what tools you have when you sell in person and eye to eye:

The visual nature of in-person selling allows us to use many means tocreate an impression: clothing, hair style, handshake, walk, and pos-

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ture Just our mere physical proximity to the customer makes thesalesperson’s job of establishing rapport easier

Now, look at what is left in your tool kit for phone selling:

As you can see, establishing enough of a relationship with a customer

to create a sale requires very skillful analysis of the customer’s voice,

tone, words, and inflection as well as precise strategic use of your owntools You can ‘‘read’’ a customer’s enthusiasm or reluctance in his orher facial expression and body language when you are in front of thatperson On the telephone, you need to be able to interpret the subtlemeaning of every variation of tempo, volume, and energy level as well

as the words Even the customer’s pauses have importance

In Selling to Anyone Over the Phone, you will learn the tips and

finer points of phone selling as you become more skillful at using thephone to:

there

cus-tomer

Phone Selling—The Logical Choice

If you haven’t been using the telephone for your prospecting, enting, and closing, you are missing an opportunity to increase your

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effectiveness and your income dramatically Think about the amount

of time required to go see someone: getting dressed to create an pression, fighting through traffic, enduring whatever the weather of-fers on any given day, trying to fill the dead time of waiting Add this

im-to the expense of travel anywhere and you have a high cost of to-face sales

face-But phone selling is different: no gassing up the car, no weatherissues, no dead time waiting, and if the traffic is horrible, you’ll stillnever be late for an appointment! Even if your main selling method

up to this moment has been personal contact, think about how muchyou will increase your effectiveness and your revenue by ‘‘seeing’’more people in a day When you step up your skill at engaging cus-tomers and closing business over the phone, you improve your effi-ciency dramatically All it takes is the time to read this book andpractice the proven techniques it offers

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