Using the telephone to prospect and sell is tough enough without making matters worse. Here is a little of the Top 7 mistakes the most B2B tele-sales reps typically make. Are you guilty?
1. Not Having a Clearly Defined Call Objective
When calling there are two objectives: the prime objective and secondary objectives. The prime objective is the #1 thing you want to accomplish on this particular call. And no, the primary objective is not always to get the sale. The sale maybe three calls down the line. Primary objectives could be such things as determining if budget is available, identify ALL the key decision makers, spending time getting to know the client on a personal level, learning more about the company. Primary objectives are what you MUST accomplish. Finish this phrase: at the end of this call I want to ________.
Secondary objectives are things you would like to accomplish. If you don’t achieve them, no problem; perhaps some other time. Secondary objectives are ‘nice to haves’ but not necessary to have.
Knowing your objectives provides you with focus and concentration. They dictate your opening, questioning, presenting, objections handling and advancing at the sale. They make you work smarter, faster and more successful.
2. Winging it – Not Having a Plan
Winging it refers to picking up the phone and hoping you have achieve your primary objective (if you have one). Planning a call means knowing having a decent opening statement that engages the client, having questions prepared, listing key points you want to make, noting an objections you might encounter and having a close or an advance. It takes less than thirty seconds.
3. Poor Opening Statement
Most opening statements are lame and typically, uninspiring. A good opening statement features a benefit that intrigues the prospect (or the existing customer) to tune in and listen a little longer. A good opener differentiates your call and increases your chances of achieving your call objectives.
4. Surrendering to Objections
Whether they come at the beginning of a call or at the end of a call, objections are part of tele-sales and should not come as a surprise. Yet many reps respond as though they have never heard someone say, “I’m busy right now,” or “E-mail me something” or “Call me next week” and simply surrender to the comment. Don’t quit so easily. Learn how to respond to the classic objections by using questioning to determine if the objection is legitimate or false.
5. Failing to Ruthlessly Qualify
Some reps are so dang glad they’ve reached a live person who is willing to talk to them that they immediately jump to the pitch or the offer. They babble like brooks and hope that something they’ve flung out there will stick. Smart reps use questions to determine key information and whether it is worth their time and effort to pursue. Ruthlessly qualify and determine such critcal information such as is there a legitimate need, who are the decision makers, is budget available, when would a decision occur or whatever else you need to continue the sales cycle.
6. Failure to Get Firm Commitment
Some tele-sales reps make the mistake of failing to get commitment to the next step of the sales cycle. For instance, the client agrees to reviewing a proposal and the reps says, “Great, I’ll call you next week.” That’s vague. Getting commitment means two things: getting the client to agree to some sort of actions (a webinar, a tele-seminar, review a proposal, examine a quote etc.) and agreeing to a date and time for the next step. For instance, “Okay Mike, I’ll sign you up for tomorrow’s webinar and what I’d like to do is recommend we set up Thursday morning to review your thoughts and determine the next steps if any. How does 9:15 look on your calendar for then?”
7. Not Being Persistent in Following Up
About 87% of tele-sales reps give up after one attempt at cold calling or follow up. About 97% give up after the second attempt. To avoid this mistake, you need to go beyond one or two follow ups. Think three, four or five follow ups spaces about three days apart. Use voice mail and e-mail. Be polite but be persistent.