Phone Sales 101: Five Foundational Tips For Conversion Success

Even with the increased use of email and the Internet, people are still doing business by phone. In many businesses, phone sales are simply the best way to get in the door, introduce a product, or classify a new prospect. While we have all been told to ‘smile and dial’ or ‘dial for dollars’, the following tips add some meat to those bones and will help you increase your productivity and boost your conversion rate.

Who Are You Calling?
Many businesses buy lists of people to call thinking that just ‘getting out there’ is the best way to generate business. However, for most established businesses – and indeed, many start-ups – the best way to get new business is to ask your current clients/contacts for referrals. After all, they already know your work.

Good people know good people. Call clients already served, check in on them, remind them of the types of services you have to offer (the pitch), and gently ask them to “keep us in mind if someone you know could use the level of service we have to offer”. And of course, let them know “if there is anything we can do for you in the future, please give us a call”.

Value Your Product or Service
Selling by phone is tough. Remember, for most service businesses you are getting in the door with your call, not sealing the deal. However, we often feel such pressure to prove ourselves we begin hawking discounts and specials and promises just to earn the right to offer a bid. Use these methods sparingly, if at all. Be confident that if the prospect will “just give you the time to evaluate/analyze/review/etc, you are confident they will be pleased with what you can do for them.” Don’t sell your product short.

Yes, make it as easy on the prospect as possible to meet or provide a quote. However, you have something of value and “people value what they pay for, and pay for what they value”. Leading with discounts cheapens your product and can come across as desperate. Stand firm. Value your product. Which leads us to…

Know Your Pitch
This may seem trite, but know what you are going to say before you make the call. What is your goal for the call? Are you putting a bug in their ear so you are top of mind should a potential referral come across the caller’s path? Are you promoting a particular service or new product? Are you just checking in? Are you calling to follow up on an estimate?
Knowing your goal will help you get in and get out. Knowing your pitch will help you sound confident and prepared.

Many sales people write a mini-script with just the main points for each type of call they make just so they can remind themselves to stay on task and ask the critical questions. Who wants to make an hour of calls and find they accomplished nothing but an hour of chit chat?

The Power Hour
Choose a time and a place in which you can make your calls without distraction. Set a timer for a set amount of time, not to exceed 50 minutes. Make your calls. Turn off the computer screen. Let incoming calls go to voicemail. Wait for a snack. Simply make calls.

When the timer goes off. Stop.

You may have more than one Power Hour a day. With some businesses it works well to try prospects in the morning and in the evening. Try not to plan for more than four power hours in a day. Keep yourself fresh, focused, and motivated to come back and hit it again the next day by breaking when the timer goes off, no matter what. You deserve it.

The End of the Call is Just the Beginning
Follow up your calls with a note of thanks, especially if they referred someone to you. If you offered them an incentive, include it with the note or letter and send it out immediately.

If you choose to pre-print a thank you card, you should, at the very least, hand sign the note. Adding a personal, hand-written note to a typed letter is also a nice touch.

If you made any other promises of service, resources, networking, etc., KEEP YOUR PROMISE. Nothing says good business like following through. Integrity breeds integrity. Let it start with you!