Ten Keys To Sales
Success In A Down Economy
By Mark Anthony
planned script is one of the telemarketer’s most powerful tools.
Enthusiasm combined with a strong presentation will motivate a
prospect to buy. However, as the customer becomes more savvy and
competition mounts top telemarketers must find ways to stand apart
from the pack. To create a presentation that motivates, you must go
beyond clearly conveying the benefits of owning your product.
Psychological selling elevates taking a qualified contact to new
standards in professional telemarketing skills.
telemarketers must focus on studying the clients needs and how they
can satisfy the individual customer. To minimize call resistance the
prospect must be allowed to buy what they want and get the benefits
which fulfill the values they perceive are necessary. By
incorporating 10 powerful Psychology of Selling tools into your
sales presentation you will strengthen your customer relationships
and shorten the sales process.
Interview the prospect to learn their needs. An interactive
dialogue is a more complicated and skilled presentation then simply
reading a one sided “pitch” but the results are significantly more
profitable. All high ticket items and any manager interested in
improving their close rate must involve the prospect beyond simple
yes or no answers.
Proper questions reveal what the client really wants and why they
want it. To gain closing ammunition the telemarketers want to
know how the prospect knows they have satisfied their needs and what
must happen for the client to realize they have it. As questioning
skills develop the salesperson will learn to understand the
prospect as a person and individual.
Understand key motivation for owning your product. Every
purchase comes down to people needing to satisfy the emotions of
greed, ego, fear, love, or self development. People buy emotion! Top
producers challenge old habits such as selling common facts and
benefits. Top producers sell to satisfy emotion.
fear or one of the other key emotions are sold the prospect is
rapidly moved to the close. There is a strong psychological need to
satisfy and protect those emotions. People spend their money to get
the pleasures of satisfying those needs. It is a priority to protect
themselves from the pain of having a void in those emotional areas.
Logic pales to emotion. The initial reason a prospect considers
buying is for the emotional satisfaction your product offers. The
owning of features is only a tool that helps fulfill a greater
psychological need. The motivating force that propels people to buy
is the need to attain intangible values and the specific
psychological needs owning your product satisfies. Remember: people
will use logic to justify their purchases but they buy for emotional
reasons. Trigger emotions by carefully planning your questions.
Concentrate on tapping into the emotions that are touched by owning
Them Talking! A simple statement such as; “Can I ask you a few
brief questions to save time and see if I can satisfy your needs”
will get the prospect into the right frame of mind to answer all of
your probing questions. That brief statement offers two benefits,
saving time and satisfying the prospects needs. Secondly, you tear
down defensive walls when you allude to the fact that your product
may not be appropriate. Lastly, it is a powerful question because
the prospect feels they are in control even though you are the one
they ready to buy? As you support your case with facts and
benefits you want to test if the prospect is ready to be closed. You
can minimize fatal closing objections if you test the prospects
buying readiness with a trial close. The average person hates to
make a decision. They often can’t decide on which movie to see
Saturday night. Getting the prospect to commit to a major purchase
is even more difficult. On the other hand they will add their two
cents when it's not their decision. Human nature encourages people
to want to share their opinions and thoughts. People feel important
when they are asked their opinion and they feel good giving it.
specifically asking the prospect your closing question with the
words “in your opinion” preceding it you turn a decision making
formal close into a comfortable trial close. The trial response
tells you how ready the person is to making a buying decision. If
you get a highly favorable answer to your trial close you can ask a
formal closing question. If you receive a cold or mildly warm
response you still need to do some desire development.
Create a buying mood with the word yes. By getting your prospect
to say yes six times during the presentation you greatly increase
the odds of getting a favorable response to your closing statement.
Six yeses get the person into an agreeable state of mind. They
become comfortable saying yes to you. The prospect ‘s yes responses
breakthrough negative defenses. Most importantly the prospect is now
psychologically in the right mind set to allow themselves to say yes
to a purchase decision. How many simple questions that can elicit a
yes response can you structure into your presentation?
Enthusiasm and smiles. Enthusiasm is 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 simile, 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.
Script and pad. 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 important, 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 vital information.
Going beyond words: To establish trust and likability the
telemarketer must speak in a manner that makes the prospect
comfortable. People like and trust those folks that are similar to
themselves. By carefully monitoring your words, speech patterns and
voice tones you can create an environment that quickly establishes
different definitions for the same words. For instance, one prospect
may say they want to buy a mutual fund with a great track record and
the representative says they have a fund with an excellent track
record. Unfortunately by the prospects definition great may be
better than excellent, therefore resulting in some uneasiness. The
prospect may feel that there are different connotations to the word
“excellent” compared to “great” which results in the two parties
being on slightly different wave lengths. The simplest solution is
to carefully listen to the words your prospect uses and adopt them
into your conversation on a case by case basis. You will be viewed
as someone who understands the prospect’s viewpoints and that
“speaks their language.”
patterns are equally important. Are you a “fast talking Yankee” or a
slow talking “robot”? The only right answer is to be in synch with
your prospects. If they speak slowly and you speak rapidly you may
be viewed as a “smooth talking hustler.” On the other hand the slow
talking telemarketer may make the fast talking prospect very
uncomfortable. The prospect may become impatient and feel the
telemarketer is not being responsive. As you verbally dance with
your prospect you must gracefully follow their pace.
voice often communicates more than the words selected. Do you convey
excitement with words such as terrific, fantastic and great? Does
concern come through in your message as you ask about goals,
objectives and challenges facing your prospect? Does your voice
resonate with confidence as you make recommendations, state facts,
benefits and ask for the order?
telemarketing your voice becomes your body language. Similar to the
way we select our words and pace of speech is the use of voice tone.
We must speak in a manner that our customer can relate to. Does your
voice tone over power or comfort the soft spoken prospect? Are you
portrayed as confident and competent in the eyes of the prospect who
uses a commanding tone?
develop the psychological rapport building technique of modeling the
prospects words, speech pattern and voice tone you begin to melt the
icy reception that greets many telemarketers.
develop the habit of building your clients trust by appealing to
their emotional needs and values you create a loyal customer base.
By structuring your presentation and speech to the individual
prospect you are better suited to guide your customer to the
telemarketing success can be further leveraged as each member of
your team takes stock of their daily communication habits and
evaluates each of their strengths and weaknesses. When a quality
script is combined with sincerely meeting the needs of the prospect
you are an organization that communicates genuine value. The reward
is a motivated sales team, happy customers and a profitable bottom
Read other articles and learn more about
[Contact the author for permission to republish or reuse this article.]