A telephone sales presentation moves through stages, just like an in-person sales call does.At the beginning of a call, telemarketers verify that prospects are interested in talking and are, indeed, viable prospects. Next, they gather information from the prospect to determine how the product or service they are selling might be of interest to prospects.
After gathering information, telemarketers introduce prospects to the benefits, features and proof of how their product or service will help prospects. Finally, when telemarketers feel prospects' questions and concerns about a product or service are addressed, they attempt to close the sale.
Here are some pointers for a good sales presentation:
Maintain an attitude that you are seeking to help your prospect meet a need or solve a problem, rather than pushing the sale of a product or service.
Know your product and be enthusiastic about it. If you're not enthusiastic, your prospect certainly won't be.
Plan what you're going to say. Be prepared for objections or other obstacles prospects may present. Practice, practice, practice your introductory remarks to fine-tune a strategy that works for you. If possible, role play with a friend or tape record yourself.
Be brief and to the point. Respect the prospect's time and needs.
Begin all calls calmly and professionally. Greet them by name, identify yourself, and state what company you represent.
Complete the opening statement with a brief statement about why you're calling.
- When possible, find a personal link to interest prospects. The personal link might be using a third party referral such as, "Mary Smith suggested I call you..." Prospects are more likely to listen when they feel like there is some common ground.
- Let prospects know you are working with others like them. For example, "ABC Company in your building is one of my clients. I think you might also benefit from my cleaning service."
- If you don't have a connection, let prospects know how you selected them for your call. For example, "I'm calling real estate agencies locally to ..."
Don't make false promises, insulting or probing statements. For example: "Would you be interested in doubling your money in 30 days?" "Do you want to save your marriage?" or "How much life insurance do you currently have?"
When gathering information, ask no more than five questions, preferably three or less.
Listen, and take notes about what they say.
A simple, straightforward way to handle a common objection that they are not interested, is to note that many people feel that way initially, but you have a special feature that you think might be of interest.
Identify the decision maker as soon as possible. Finding the decision maker in small companies is usually easy because it's most often the business owner. In larger companies, learn from the receptionist. A good relationship with the receptionist in any business can make a major difference in your ability to reach the right person.
When you reach decision makers on the phone, verify that they make purchase decisions for the product or service you're calling about. Ask if there is anyone else who should be included in sales discussions. Be willing to hold a conference call to pull all of the necessary decision makers together.
