The Psychology Of
Selling: Telemarketing 101
The key to
higher sales is developing a presentation that taps into your
prospect's psychological needs. Each phase of the sales process
satisfies a need that moves your customer closer to the sale. In a
telemarketing presentation, tapping into your prospect's
psychological needs allows you to overcome the disadvantages of not
having visuals or face to face contact. Several keys to unleashing
your sales power are hidden in the attention, interest, proof and
closing steps of a sales call.
nature makes people curious; therefore, you can instantly capture
the prospects attention by designing your opening to target the need
for information. One way this is accomplished is with the use of a
benefits hook. A benefits hook asks the prospect if they would want
a particular need solved. It is asked as a rhetorical question and
obviously your product can help solve the problem.
For example: If
there was a way you could help protect the environment for your
children would that be important to you? If you could increase
repeat business by 38% how important would that be? In each case the
prospect knows this is a sales call but the benefit is significant.
The prospect is intrigued. Curiosity makes them want to learn more.
It is essential that the prospect gets hooked on a possible benefit
immediately from the start. Getting the prospect curious about a
benefit prior to discussing your product is crucial to sales
Use RADAR to
A technique I
call R.A.D.A.R. satisfies many of the prospects emotional needs
during the interest step. The R stands for rapport. People are much
more likely to buy from someone they like. Most prospects want to be
helpful, polite and friendly. It feels good. We can create that mood
by showing interest in the client as a person by simply asking
questions about them as an individual. Questions such as: how did
you get into the advertising business or what made you go into
business for yourself will get the prospect to open up and they will
be less defensive.
The A.D. stands
for Asking about Difficulties. People are programmed to avoid pain.
The greater the pain the faster they will move to avoid it. What is
your biggest difficulty with discount long distance calling plans?
Or what is your major concern when selecting an insurance carrier?
Are questions that get the prospect to notice a difficulty (pain)
that they should consider changing. Difficulty question also guides
us on how to direct our presentation to what is relevant to the
The second A
stands for affirmation questions. One of our greatest desires is to
be heard. People love to be listened to and understood. By asking
"If I understood you correctly, what you said is ____________, isn't
it?" This little question will thrill the client because it shows
that you were listening to them. This is an experience we all enjoy
and unfortunately many prospects do not experience often enough. You
benefit by showing the prospect that you are different than other
people and also confirm that you are focusing on the right issue.
essential psychological need is to feel in control of our lives.
driven to action when they feel those actions create result s that
will move their lives forward. Ask your clients what benefits they
want to experience by eliminating their problem. Try to learn how
that will specifically improve their life. When you know their key
motivation you can easily show the prospect how they can take
control of their life and improve it. The emphasis shifts to their
buying rather than you selling.
into many of our prospect is psychological motivations. To reap the
greatest benefits be sure to use open ended questions where the
client typically gives you an explanation instead of just a yes or
no response. Psychology selling skills require you to know your
prospect therefore we have spent the first part of the sales process
learning about the individual rather than focusing on a product. It
is not until completing RADAR that we start discussing our product.
In the proving value phase of the sales process top producers focus
on selling benefits not facts.
People need to be smart and they love to be right. When we prove our
product's value the client has many opportunities to be smart and
right. For instance, you can have them work out the savings benefits
from using your product. You can get the prospect to point out how
your product's features solve their problems and concerns. When you
allow them to see the benefits that come from your products features
you move toward the sale. When you have the prospect state it as
their idea you move very close to getting the sale.
frequently get sales like this without even realizing it. When the
client stops the presentation and says I'll take it before you even
ask a closing question the rep has brought the prospect to this
Buying is the
Another key to
psychology selling is to let the prospect feel they are buying
rather than being sold. In the closing phase of a presentation a
client should never feel forced to buy. Prospects hate to be pushed
and will resist if they feel you are selling for your benefit. When
you move them through the sales process and tap into each of the
techniques discussed the prospect will decide to buy because they
see it benefits them. They are excited and feel good about this.
By focusing on
developing rapport, uncovering the prospects pain and solving it
with adequate benefits you will have ample opportunity to steer the
prospect to a buying decision. By using the techniques outlined here
the prospect will feel confident in their purchase. They will not
feel sold or coerced when you meet the prospect's psychological
needs. The sale will be solid, your customers more loyal, and very
likely to share referrals and recommendations. Consistently high
producers in telemarketing do more than focus on what they say to
their prospect. The top achievers also take a close look at
themselves and their sales habits.
not enough to want higher sales. You must have a specific $ or unit
amount in mind for a given time period that stretches you to do your
best work while remaining realistic. When you put your goal in
writing your mind begins to turn your intangible dreams into
reality. The mind needs specific direction. All professionals know
where they are going. Give your brain a detailed goal and the worlds
most powerful computer will automatically guide you to top
benefits to yourself as well as your prospect. As you set goals and
achieve positive results be aware of how your growth benefits you
and your family. Be specific. Will you win an incentive trip for
your family, get a bonus that allows you to go to your favorite
restaurant or will extra commissions allow you to afford a new car?
When your mind sees the benefits that come from your extra efforts
your skills will rise to the level necessary to bring those benefits
into your life.
contagious. If you are enthusiastic about your product you will be
more successful. This is crucial in telemarketing. Your voice is
your greatest asset in conveying the attributes of your product or
service. If you are excited, your prospect will sense that there is
something good here. It is your enthusiasm that brings a script to
life. Smiling is one of the most natural ways to bring your
enthusiasm to the surface. When we smile we are friendlier, more
energetic and enthusiastic. Even when you don't feel like smiling,
do it. Your mind will automatically be triggered into a happier
state of being.
Even the simplest of presentations should be written out. A script
allows you to select the most appropriate wording to move your
prospect through the sales process and to use that wording on each
and every call. Even more importantly having a script in front of
you allows you to put your energy into listening to the prospect
rather than thinking about what to say next. When you uncover an
important need, problem, or interest of the prospect's jot it down.
Writing it down assures that you will remember the point, work it
into your presentation and leaves your mind clear to listen for more
is a problem that plagues even the heartiest of telemarketers. Put
the emphasis on average $/ call instead of the calls that result in
a sale. That way every dial becomes profitable for the rep including
hang ups and not ins. For example: if a rep makes a $100 sale every
20 calls it could be viewed as 19 no sales and one sale or 20 $5
sales. When telemarketers see every dial as a sale, they make more
calls. This approach offers several benefits. First of all it takes
the pressure off each call. It helps eliminates "cherry picking
prospects" and procrastinating on the non hot leads. Lastly, it
allows a telemarketing representative to know exactly how many calls
they must handle each day to reach their financial goals.
telemarketer takes stock in their selling skills and develops the
habit of designing their presentations to satisfy the prospect's
psychological needs, they will create strong client relationships
while increasing sales. Sales success can be further enhanced as
each sales representative reviews their own motivations and habits.
When the selling process meets the needs of all parties involved
telemarketing representatives develop into true professionals.
For over 25 years Mark Anthony has helped professionals,
institutions, corporate sales and customer service teams break out
of the box and find innovative solutions that lead to breakthroughs
in sales, productivity and goal achievement. As the founder of AAA
Training For Success in 1988, Mark Anthony has been training
executives and sales teams on effective consultative selling and
negotiating strategies. He lectures at conferences, Universities and
corporate sales meetings. He is published in numerous business
publications and has appeared on many radio and TV business
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