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Hello! In this article, we will talk about such a phone sales tool as a script.

Today you will learn:

• What is a conversation script with a client on the phone;
• How to write a sales script over the phone;
• What types of telephone sales scripts exist .

What is a phone sales script

A phone for a marketer is not only a means of communication, it is also an excellent channel for promoting and distributing products.

To understand how to sell a product using only a telephone conversation, you need to remember the specifics of telephone communication:

• Solution. Usually, modern man makes calls to find out or agree on something, in other words, to solve a problem;
• Brevity. A telephone conversation is always shorter than a face-to-face conversation on the same topic;
• Dialogue. A telephone conversation always involves a dialogue between two people.

Not every sales manager is able to briefly describe to the client his proposal for solving the problem that needs to be identified in the process of a telephone dialogue with the client. Therefore, in order for the conversation between the seller and the potential client to turn into sales, it is advisable to use pre-written dialogue scripts or scripts.

Script - a script for a dialogue between a sales manager and a client, designed to improve the efficiency of the former and attract the latter.

You need a phone sales script if:

• Do you sell by phone?
• Your office employs at least three managers for the implementation of telephone sales and telephone counseling for clients (a smaller number is easier and cheaper to train to work without scripts);
• You want to improve your overall phone sales performance. In this case, the effectiveness of individual managers may decrease.

If you agreed with each point, then we need to move on and decide what types of phone sales scripts are right for you.

In total, four types of scripts are distinguished, depending on the level of development of the client and the market in which the client is represented. Each type of script involves its own telephone sales technique.

Any of these types is based on the following principles:

• Equality. You and your client are partners. You should not persuade the client to take a targeted action or accept unfavorable conditions. Your job is to see the client's problem and offer a solution. The client's business is to refuse or agree. Otherwise, you will lose the client's respect for your company;
• Cooperation. You should not argue with the client, you should prove to him that he really needs your product and the purpose of your call is to help. To do this, you need to ask a potential client such questions, the answers to which you know in advance. For example, manager: "Do you use a lot of paper per month?" Client: "yes" Manager: "do you buy a new ream of paper every week" Client: "yes" Manager: "would you like our company delivered paper to your office every week at a convenient time for you?”

In this example, we offer a solution to the client's problem and in doing so we use the law of three "yes";

• Knowledge. The sales manager must know the specifics of the company, understand its products and services.

Script structure

Now that we have decided on the types of the script, let's decide on its structure. Since scripts for consumer market significantly different from scripts for industrial market, we will analyze them separately. Let's start with the consumer segment.

Structure of the script for the consumer segment

To clearly show what is the difference between scripts for a warm and cold customer base, we will display the structure of the scripts in a small table.

Structure of a cold calling script for an industrial client

In this case, it would be advisable to omit the conversation script with the industrial client from the warm base. As a rule, it corresponds to the conversation script for the warm base of the consumer segment.

for industrial customers will consist of the following steps:

1. Preliminary. We send to email your potential client Commercial offer. This must be done half an hour before the call is made. Write down the goals of the conversation;

1. Search for a contact person who makes a decision in the client company on your issue;
2. Secretary bypass. As a rule, the secretary of the responsible person, who has his own script for refusal, will answer you first. You need to bypass it. To do this, adhere to the following rules:

• It is necessary to show by intonation and manner of speaking that the responsible person needs this cooperation more than you;
• Clear, correct, confident speech;
• The conversation should include the following phrase: “Who can I talk to on this issue"("Contact me with the person in charge of this matter").

1. Talking to the decision maker. The structure of the script for a conversation with the responsible person of the company will look like this.

An example of handling objections

At the end of the article, I would like to focus on this particular block, since it is the most dangerous in terms of losing a client.

In fact, there may be many more objections, we have given only the most common options. It is important to think through each and work through it so that the manager can give a clear rebuff and not lose the client.

Sample (example) script of sales by phone

And finally, here's the full phone sales script. Let's say we sell shampoo for dry hair to a cold customer base.

1. Greetings: Good afternoon
2. Performance: " My name is Anna, how can I contact you? I am a representative of the Volosatik company, we are engaged in the manufacture of natural hair care products. "Customer Name", we have a special offer for you."
3. Clarification of the circumstances:"Are you comfortable talking now?"
4. Clarifying questions:“Do you know the problem of dry and brittle hair?”, “Would you like to get rid of it?”.
5. Purpose of the call:“Great, we offer a natural shampoo for dry hair. The fact is that licorice, which is part of it, retains water, and the absence of sulfates allows you to preserve the structure of the hair. Did you know that 90% of shampoos in stores contain sulfates, which destroy the hair structure, slowing down growth and making them brittle? (No Yes). In the manufacture of our shampoo, we focused on the absence of harm to the hair. At the same time, the price of our shampoo corresponds to the average market price and is 500 rubles per 400 ml.”
6. Work with objections: examples of working with objections are given in the table above.
7. Goodbye: Thank you for taking the time to visit us, we look forward to seeing you in our store. Goodbye".

Video about phone sales scripts

Are you in sales? Then you just need to master the technique of cold calling. How to sell over the phone? There are many various ways do it. But there are a few very useful tips, which you just need to take into service. What are they? Read below.

Attention to the voice

Wondering how to sell goods over the phone? The first thing anyone needs to know good seller is the fact that your voice plays a decisive role in whether you sell a product or not. If you act confident and believe in the quality of what you are selling, the buyer will be interested. If you go astray, shy and mumble, they won’t talk to you for a long time. So before you dial a phone number, clear your throat, take a sip of water, and build up your confidence. You need to speak in a calm, measured voice of a person who is not used to receiving refusals. You must maintain the initially set rate of speech throughout the conversation. Don't jump up or down in pitch. You need to keep the golden mean. Keep calm. Nothing bad will happen to you even if you fail. You still have many options for how you can arrange your life. So don't despair and don't beat yourself up. Treat every phone call as an opportunity to gain experience. It is never redundant.

Conversation script

Do you have a lot of sales experience? Then you should write yourself a script of your actions. For example, how to sell a ticket over the phone? If you have never sold tickets, you will get confused, lost, and, in the end, will talk some nonsense. To prevent this from happening, you should approach the issue of sales more intelligently. You need to write down the points of what and when to say. You do not need to prescribe all the phrases, you just need to plan what and then to say. Let's take an example. How to sell a ticket over the phone correctly?

• Greet the interlocutor.
• Ask who you are talking to. If this person is a secretary, then immediately ask to be connected with the head of the department or with the director.
• Introduce yourself again and quickly explain why you are calling.
• Learn about the needs of a potential client.
• Offer your services or the services of your company.
• Handle objections.
• Arrange a personal meeting or sign a contract.
• Say goodbye.

Remember that the plan is not something indestructible. These are your actions recorded by you, which should lead you to the desired result. You may occasionally break your own written laws. But remember that too often go beyond and jump through a few points is not worth it. Just keep in mind that you can adjust the plan as you go.

Say no to templates

If you do not know how to properly sell a service over the phone and are looking for a magic pill, then you will soon be upset. There is no universal way to sell something to someone. Despite the fact that there are many different scenarios, you need to understand that each person is individual and you need to look for your own approach to each person. If you succeed, consider yourself lucky. Every phone call should be treated as a unique experience. Do not divide clients into types. They are all different from the start. Try to immediately penetrate into the subtle mental device of the person and understand what is important for a person in this life, and what the person considers secondary. Proper sale on the phone - this is a huge conversation of the seller, who does not insist on the purchase, but makes the client believe that the service or product is vital for a person. It is in this case that the buyer will not only buy the products offered to him from you, but also invite his friends to your campaign, who will also make purchases.

How to sell goods over the phone? Never use template phrases. If a person hears that you are talking on a brief, he may hang up without explanation. To prevent this from happening, translate dry phrases into living language. So they will sound not only more convincing, but also more natural.

Greetings

Selling during a phone call is a common occurrence in today's world. Everyone can master this art. How to start a call? With greetings. Be sincere and kind. Greet the person you are talking to and introduce yourself. Ask the person who is speaking to you to also give their name. This way you can easily identify who you are talking to. Since every employee big company always adds position after the name. After the first acquaintance, if you hit the person you need, you should seize the initiative. In no case do not be silent, otherwise the person on the other end of the tube will understand that you are worried and will try to conduct the dialogue in a way that is convenient for her. If you really want to figure out how to sell a product over the phone, then you can't issue an initiative. Don't let the person talk when you don't need to. You will give the person time to speak, but it will come later.

Talking to the decision maker

There is no point in wasting your time talking to secretaries and junior employees of the firm. If you want to understand how to offer a product over the phone and do it well, you should immediately get a conversation with a decision maker. Don't be afraid to talk to bosses and leaders. A few minutes of talking with them will be much more productive than a half-hour discussion with a secretary. Why explain to a person the essence of your supply proposal, if the person is not personally interested in improving the development of the enterprise. And the director always wants to cut costs and expand the scale of production. Therefore, you can talk with him on the topic of interest to you and his topic.

How to overcome the barrier of the secretary? Very simple. Before calling, you need to find out the names of the director and his deputy. Having phoned the company and got to the secretary, you should introduce yourself, and then ask to connect you with the director. It is advisable to name the person making the decision by name and patronymic. In this case, the secretary may not ask you questions for what purpose you are calling and what exactly you want to offer. You will tell the director all these nuances. So before calling, do not be lazy to do preparatory work.

Permission to speak

If the person you are talking to has a call recording, then you should start the conversation with an introductory phrase, which will be a kind of permission for the person that she is now listening to your advertisement. It is advisable to always say such an introductory phrase, because you definitely won’t know whether your opponent’s call is worth recording or not. How to sell over the phone? Before getting to the heart of your call, ask if the person is comfortable talking. Perhaps the director will be at a meeting or at a planning meeting, and you and your call do not fit into the plans of the person. Such a question will show your politeness, and also become a permission to talk. If the person subsequently screams: “Yes, you again want to advertise something to me, I will sue you!”, You may not be afraid of such a phrase. The person personally confirmed his desire to continue communication with you. This little trick will help you avoid big problems with the law.

Points of contact

Do you want to win over a client from the first phrase? Then you will need to prepare for the conversation. How to sell over the phone? Preview the history of the establishment of the company you are calling. Write down all the information that you consider important, and then monitor the site. After that, you can safely call the director with your proposal. What will your dialogue look like?

Good afternoon, Anatoly Sergeevich. Are you worried about Ivan Fedorovich from transport company. Do you manufacture and collect household appliances for 10 years now, right?

Yes, that's right.

You already have an established system for selling your goods to various cities, but you have been working with your couriers for so long that you do not know the price situation on the market. I can offer you the best conditions.

At this stage, you must interest the client and show him that you are aware of not only what the company is doing, but you are also aware of how the company is doing. Such phrases have a strong effect on people. They are interested in an offer that automatically seems profitable to them.

A little about the company

Once you have your listener intrigued, it will be easy to keep their attention. But remember that the magic will last no more than two minutes. During this time, you need to have time to make a small but capacious presentation of your company. Tell us how long your company has been on the market, as well as what it does, who it serves, and what successes you are proud of. To understand how to sell by phone, you need to be a psychologist. A person always trusts those firms that can provide links to the recommendations of their candidacy. And hardly anyone will check such information. But it's still not worth lying. If you said that you were cooperating with Gazprom, then you should have received an order from this company at least once.

When making a presentation, draw the attention of the client to strengths companies. Talk about the benefits, but don't just talk about them. If you talk for two minutes about how good you are, no one will believe you. You should not discredit yourself either, but you can list your awards and letters of thanks. And also if your company has something else to be proud of, you can voice similar facts.

Let the client speak

Once you've introduced your firm, give the client a chance to talk about their company. Each person loves his offspring and he likes to talk about what he does. Want to learn how to sell over the phone? Learn to listen and hear people. When a person talks about the fact that he already has suppliers, then you can subtly hint that there are no ideal companies. Let potential client will tell you about the problems he has with the current firm he works for. If there are many of these problems, then you will automatically find something to offer. But if the person is happy with everything, it will be difficult for you to find disadvantages with the company. So try to give great attention what the person talking to you puts emphasis on. If a person talks a lot about money, then you should subsequently offer the person a small price for your services. If it is important for the person that everything is done on time, you will need to mention that you are doing everything on time, and in case of any delay, you will reimburse the person for damages. Of course, all information must be true. If you can take responsibility for the fact that your promises are not empty, then make them. And if you cannot do this, then you should not start cooperation with a lie.

Getting to know the client's preferences

By listening carefully to a person at the stage when he told you about himself and his needs, you could learn a lot. necessary information. In the next step, you should clarify whether you understood the client correctly. Therefore, ask the person questions such as: I understand that your office has Internet, but the price for the services of your provider is very high, do you agree with that? Always ask open-ended questions so that the client can back up what you're saying. How to sell over the phone? An example dialogue might look like this:

Alexey Borisovich, you have a large company, it is very difficult to manage all the employees. But still you want to be aware of the affairs of each department?

Then you just need to install video surveillance in every department so you can know if your employees are doing well.

Do you think the quality of people's work will improve if they know they are being watched?

Certainly. This fact can be confirmed by many heads of companies that have already become our clients.

The seller should always help the client realize one simple truth: it will be difficult for him to live without your services or without your products. You do not offer a product to a person, you sell him the confidence that by purchasing your product, his company will develop and grow.

Personal offer

All people love it when they are looking for an individual approach. Are you looking for a way to sell over the phone? Example phrases to help you do this would be:

• For companies that do freight transport, we have a special promotion that will help you save on washing your vehicles.
• If you connect the Internet from our company before the end of the week, you will receive equipment for the entire office for free.
• There is a special offer in your area today, if you order a sales training for your employees, we can, as a bonus, work out secret persuasion techniques that will help your people not only sell better, but also easily enter the trust of any client.

Such offers look very tempting. If they are successfully done at the moment when the client decides on your offer, then you do not even have to work out objections. The leader will be bought by your attention and care, and the business person will be afraid to miss the opportunity to get something for free. After all, if he does not decide on your offer now, he will not receive bonuses later.

Working off an objection

When you have told everything you could, your task is to keep the attention of the client and not let him break loose. The person may begin to think about the fact that she does not want to make any unnecessary gestures in order to receive insignificant benefits. How to sell over the phone? You need to work out the objection. A person can think for a long time and spatially on the topic whether he needs your services or not. As a result, the leader will make some conclusion. And if this conclusion is a refusal, then the person will give you some unnatural reason, which cannot be considered reasonable. An example of a telephone sale with objection handling would be as follows:

I like your suggestion, but unfortunately I don't have time to change the shipping company right now.

What are you afraid of? Our couriers are professionals in their field. They will easily replace your current people and will be able to do their work many times more efficiently.

Yes, but it takes a long time to document the contract with your company.

Our lawyer will come to you tomorrow morning and conclude the contract in less than half an hour.

You need to work through objections until the client understands that you can solve any problem. And if you can convince the manager of this, consider that you have already sold your product.

No phrase: I'll think

Do you want to have no sales? No person who deals with cold calls expects such a result of the conversation. How to sell over the phone? You need to learn how to practice the phrase: "I'll think about it." Never end the conversation on this note. If a person likes the offer, he will openly tell you about it. If a person is not satisfied with something, then she will tell you: I will think about it. Therefore, when your interlocutor announces that he needs time, say that he is not. Drive a person into a rigid framework and do not allow the rules of your game to be changed. If you want the person to somehow decide, make her an offer that cannot be refused. Then the person will have no choice and he will have to agree.

"I'll think about it" is a phrase that says that your offer did not suit the person. If you hear these words over and over again, then you need to work on yourself and on your way of conducting telephone conversations. People rarely do direct refusals when making calls. But they can often say: "I'll think about it." Don't give people that opportunity. If a person utters such a phrase, take it as another objection and try to work it out.

Parting

How to sell by phone, you understand. How should the conversation end? You need to wish your interlocutor all the best, say thank you for your time, and also tell that the person will not regret the positive decision made. Say that you know that your cooperation will be fruitful and will last for a long time. You don't have to be overjoyed or the client might think they're your last chance. The tone of the conversation should remain the same from the beginning to the end of the conversation.

Try to be friendly and cheerful. Even if a person refused you, this does not mean that you should spoil his mood or say nasty things. A person is not to blame that he does not need your services or goods. So try to be friendly with all your customers. Do not divide them into bad and good. You, too, cannot use all the services and offers that you see advertised every day. Recognize the right of a person to the fact that he, too, has the opportunity to choose and make a choice not in your favor. You don't need to get upset. You can find a person who will like your product or service and will need it. It just takes some time to do so. Therefore, never lose optimism and do not be offended by potential customers.

A business idea has weight if it answers 3 questions. What to sell, how to offer, and who will become a consumer. The service market is different from the trade in tangible goods. The performer proposes a result. A time-consuming process of getting rid of the problem. Consider how to properly sell services to a client. Product packaging options in the real world and the Internet. Read the article to the end, it's helpful.

Significant differences between goods and services

Conventionally, goods are divided into 2 types: food and non-food. The first serve to satisfy the needs of the client that are important for the existence. Satisfying hunger and thirst. Non-food products help to solve everyday issues, make life more comfortable, protect from danger. An important feature of goods is mutual dependence with services.

• manufacturing;
• recovery;
• education;
• service.

The first and second are closely connected with material production. The latter are based on the distribution of information and the provision of comfortable conditions for customers. An important difference between a product and a service is the target orientation. The first solves the issue immediately, the second promises to get rid of the problem in the future.

Along with tangible products, services cause anxiety among customers. The customer is not 100% sure of the results and the commensurate return of the costs incurred. The executor sells the promise. At the stage of concluding a deal, the air that needs to be packed in a selling form.

What does a customer look for when placing a service order?

• Price. A factor whose value can be measured and compared in the material world.
• Result. Getting rid of what worries the customer now or threatens a comfortable existence in the future.
• Guarantees. A promise to correct defects or bring the project to the expected level.

The psychology of the buyer requires the packaging of the offer in a conditionally tangible form. For a service, it is enough to visualize and draw an analogy with the material:

• select "name";
• provide a choice;
• make the offer profitable;
• justify the importance of each step.

The method of converting the intangible into the material helps to strengthen the competitive position of the organization. Formation of a unique selling proposition that looks more attractive, along with similar ones. Consider whether it is possible to sell services as goods in more detail.

Choose the right "name"

The first rule for the materialization of an intangible product is the name. The name of the company, brand and service package should be associated with the result. For example, "Car Repair" or "Auto Service Zhemchuzhina" directly indicate the direction of the organization. Can't name a station Maintenance"Seagull", without specifying a link to an action that is useful for the client.

Provide a choice

The sale of a range of services allows you to break down directions into components and distribute them into several packages to solve specific consumer needs. good example serves as furniture assembly. Offer to the standard direction the delivery and lifting of materials. This gives the customer the choice between saving money and solving additional problems.

Add to two active packages an additional range of post-warranty services. The master will come to the place and fix the crooked cabinet door for free. But you will have to pay extra for this. According to research, 64% of respondents would prefer to overpay for getting rid of additional problem. Take advantage of this.


The question of cost savings remains open in the case when it is preferable for the customer to exclude the direction from the complex. For example, delegate apartment renovation processes between companies narrow profile service. Give the client the opportunity to combine their own package of services. It works.

Add a benefit to your offer

The lack of differentiation, along with competitors, makes the customer focus on price. Market monitoring will allow the company to identify these similarities. Offer value-added services without focusing on the cost of the product. For example, courses vocational training associated with the relocation of employees to another city.

Offer a solution to the problem at your organization's expense. Consider the cost of living and transportation in the process of forming the cost of education. Customers will appreciate the uniqueness and value of the offer even if the price of the product exceeds the offer of competitors.

Another example is a free extension of the warranty period. Or delivery at the expense of the company. It is important not to overdo it with the price list, allowing partial repayment of the costs of fulfilling the obligations assumed.

Emphasize the importance of each step

The sale of services is associated with actions aimed at fulfilling the tasks set:

• consultation;
• departure of a specialist;
• placing an order;
• delivery of materials;
• stages of service implementation;
• transfer of results to the customer;
• warranty service;
• Additional services.

Develop a unique selling proposition for each of the presented steps. Describe on the website or present in person the significant benefits associated with the performance of tasks by the specialists of your company.

Decomposing the process of interaction with customers into components will reveal the potential of the company in more detail. Create a clear picture in the mind of the consumer of what he is buying.

How to sell services over the phone

Entrepreneurs tend to avoid cold calling. The reason for this is the sad statistics of refusals from potential customers. The truth is that the problem of the latter is hidden not in the fact of a telephone conversation, but in the tactics of negotiating by the employees of the organization.

According to researchers, direct contact, along with the effectiveness of media advertising, website or landing page, increases the likelihood of ordering goods and services by 38%. How to make telephone conversations work to increase the profits of your organization?

Use the script

A set of questions and answers that takes into account 9 out of 10 potential customer behaviors. The template can be downloaded or purchased online. Modify taking into account the characteristics of the services provided. Or order a unique negotiation program from a specialist.

The script begins with a greeting and the first question, branching off depending on the results of each stage of the interaction. Contrary to misconception, the answers to the standard set of questions do not imply excessive variability. As a rule, 2-3 universal variants of the interlocutor's reaction are enough for the script.

An example of a phone sales script:

— Good morning, Sergey. My name is Olga, photography studio "Oblik". Are you comfortable speaking?

Option 1: Yes

— I would like to offer New Year's shooting services in our studio. We have updated the decor, the pictures will be amazing. And at a reasonable price. Would you and your family be interested in doing beautiful pictures for the holiday?

Option 1.1: Yes(or: How much is it?)

- IN New Year our studio is in enviable demand. Young couples and families with children love New Year's shooting. Therefore, we have the opportunity to offer our customers affordable prices. For example, an hour of shooting in a studio, the services of a professional photographer, followed by processing and printing of 15 photos, cost only 3,000 rubles. Agree that 200 rubles for family photo studio level is Very nice price.

Option 1.1.1: Agree...

Option 2: No

What time is convenient for you to answer the phone? It's about about the New Year's photo session for you and your family Very nice price.

Option 2.2: Call after lunch …

An employee of the company communicates with the client using a "cheat sheet" that allows you to focus on the intonation of the voice. Creating a positive mood and the ability to improvise in order to bring the client's answers to the script algorithm.

1. Conquer fear. Remember that the conversation with the interlocutor is not a private matter. Your task is to sell services. Don't take harsh answers personally. A negative result is forgotten from the moment the connection is broken. Positive, on the contrary, deserves to be remembered. The answer "no" with permission to call back at another time, take it as an agreement.
2. Lead a potential client. Be brief. Highlight facts and benefits. Ask counter questions in order to minimize the error to the script. And suggestive, so that the client establishes himself in the benefits of the offer on his own.
3. Schedule your cold calls. Get into the rhythm. Set yourself a negotiation plan, with a time limit. For example, 40 companies before lunch. If the interlocutor asks to call back, make a note in the plan.
4. Set goals for yourself. Negotiations lead to positive action. The conversation leads to the desired result. Making an appointment for a consultation, placing an order, visiting the office and the like. Remember, the effectiveness of telephone sales increases if one conversation has one specific goal.
5. Practice serving. Your voice is the only link between the company and the customer. Speak confidently, with a clear pronunciation, be polite. Depending on the line of business and the purpose of the call, you should give the voice an appropriate firmness.
6. Smile when talking to someone. Even if the interlocutor responds to the proposal with rudeness. Smiling allows you to maintain a positive tone, cheer you up and give your voice confidence.
7. End the conversation on time. When the goals are achieved and there is nothing more to say, thank the interlocutor and hang up. A prolonged pause or repetition of topics covered, as well as resolved issues, leads to a negative impression. Remember brevity.
8. Call from a personal phone. Let potential customers call back and hear a familiar voice on the other end. The interlocutor does not see you, but associates with him the offer of services. Subconsciously becomes attached to it, buying a product from you personally, and not your company.
9. Be punctual. If the conversation is scheduled for a specific time, stick to the agreement. From the moment the potential client waits, the call ceases to be cold. The same rule is followed by a feedback request on the company's website. Here the "law of 15 minutes" comes into force, unless another convenient time is indicated by the visitor. We will return to this topic later.
10. Get started. Practice determines success.

How to sell services to a client in person

Personal selling is a strategy aimed at obtaining an order, involving personal communication with the client. Building trusting relationships. Individual approach to the problems of a person or a company. Joint search for solutions to the tasks. Product packaging in an attractive form for the consumer.

The customer gets the opportunity to ask a question in person. Communicate with a company representative authorized to create comfortable conditions for cooperation. The result of the negotiations to a greater extent depends on the talent and charisma of the seller. The cost, guarantees and completeness of the product fade into the background.

5 secrets of personal selling

The script serves as a negotiation platform. A salesperson behavior pattern aimed at presenting a unique selling proposition. An unequivocal answer to standard questions, backed by facts and strong arguments in favor of a deal. Or getting a different result, depending on the task.

A rare goal is achieved through a single meeting with a potential buyer. An experienced negotiator expects to sign an agreement in 2-3 visits. In the process of preparation, take into account 5 recommendations:

1. Communicate with key people. Before you make an offer, make sure you're dealing with the right person. A person who has the right to make decisions in the company. The same strategy should be followed when dealing with a private individual. For example, if the final word in the family belongs to the spouse, try to get in touch with her.
2. Ask questions. Find out how interested your interlocutor is in offering services. Are you currently using a similar product? If so, ask which of the competitors he considers a priority. The degree of satisfaction with the services of the company. What would you like to get more or change.
3. Suggest a solution. Indicate the problem of the interlocutor, within the framework of the service provided. Focus on the result - getting rid of the issue that interferes with a comfortable existence. Stable implementation of the company's business processes or saving the family budget. The decision depends on the product you represent.
4. Close the deal or set a deadline. After the presentation of the services, ask the potential client about the desire to place an order right now. Or the time it takes for a consumer to make a purchasing decision. Try not to delay your next visit for more than 3 days. This is exactly how long the motivation of the buyer, imbued with the benefits of your offer, lasts.
5. Follow the client. Closing the deal does not break the connection between the seller and the consumer. Enter the client into the database. Happy Holidays. Ask about satisfaction with the service provided. When the consumer needs the service again, he will know who to contact.

Sale of services via the Internet

Online promotion allows you to save on advertising. Provide potential customers with comprehensive information about your company. Increase the cost of the services offered. Free up time to implement and improve key business processes. It's rare for a company to turn down the opportunity to increase sales and build a customer base.

The network is attractive to individuals who prefer to work independently. Having a relatively small budget for ordering advertising in the media. As well as those who lack the time to implement cold calls and conduct personal negotiations. We wrote about the sale of services on the Internet in a separate article.

• Establishing an online presence
• Search Engine Optimization
• Working with potential clients
• Reaction to reviews on the Internet
• Blogging
• Finding ways to attract customers
• Ensuring a good reputation
• Formation of a base of regular customers

The information is easy to learn and applicable in practice. We will supplement the article, focusing on the channels to attract consumers for free and at minimal cost.
An important feature of working in an international network is the connection of an exhaustive amount of resources. Social networks, forums, boards free ads and a personal website serve to successfully attract new customers.

The telephone, as a way to communicate with a client, is used in almost any business.

I can imagine companies that today do not yet use social media to attract customers, do not use the site and landing pages, do not set up direct, do not advertise in the media or on local TV. But I can't imagine that there are companies that don't use the phone to communicate with customers.

Phone at correct use turns into a fairly effective sales channel and customer acquisition in any business.

The effectiveness of telephone sales is quite high for two reasons:

• the costs of organizing telephone sales themselves are quite modest: you only need a telephone set, an employee (who will make calls. Or maybe it’s you yourself), good CRM(this is optional, but highly desirable in order to get the maximum result from the work. Moreover, CRM is also free).
• the ability to get a quick result immediately after the organization of work on this channel. As a result, appointments can be made, applications completed, registration for free events, sale of paid products and services. It all depends on the specifics of the business. The main advantage of selling by phone is quick results. And applications. and appointments - all this can be obtained in just a few minutes of talking with a client on the phone.

And everything seems to be beautiful, but there is one BUT.

Sales by phone will become effective in your case if you properly organize the work through this channel. If you use advanced sales technologies, effective scripts and sales methods.

Otherwise, telephone sales may fail miserably, managers whom you instruct to make calls will quit or convince you that all clients are already working with someone and they do not need anything.

In this article, I will give you 5 tips to help you increase phone sales in your business.

1. Learn to easily overcome the secretary.

There are many ways and technologies to overcome secretaries. In my trainings, I usually give 10-15 tricks that are guaranteed to work in any situation. For example, I like a technique called “Pass that…”

The essence of the technique is when the secretary answers your call and begins to conduct a “primary filtering procedure”, asking questions like “Who is asking him?”, “And on what issue?” etc., just say, "Please tell me this is [YOUR NAME] from [YOUR COMPANY]."

This technique is so simple that even a beginner can easily use it. Moreover, the effectiveness of this technique is quite high - even trainee trainees who have not worked in sales for a day, easily overcame the secretarial barrier with the help of this phrase.

Please note that with this technique, you do not explain the essence of the issue to the secretary, you simply voice your Name and ask to be connected to the manager. The main thing is to do it confidently and correctly.

2. Specify the decision maker's name before calling and address him by name from the very beginning.

On the one hand, I do not want ignorance of the decision maker's name to stop you and reduce the number of your calls. If you cannot find out the name of the decision maker before the call, then call without knowing the name - there is nothing to worry about, and you can easily clarify the name using simple tricks.

On the other hand, due to the increased competition in the field of cold calls, high-quality preparation and increased call personalization are of particular importance now. That is why I recommend that you clarify the name of the decision maker before making calls and address the manager by name from the first seconds of communication.

How to clarify the name of the decision maker, I told in the article.

3. Use the PTS Technique to Make Your Call More Effective

A few years ago, while working on the 10 calls - 10 sales course, I analyzed hundreds of different call records (which I personally and my colleagues did) in the hope of developing a single algorithm for a successful phone call.

I noticed such a trend - those calls that began with identifying points of contact with the client always ended more productively, and the course of the conversation itself was more positive and friendly.

I came up with a technique that I called PTS (show points of contact).

The essence of this technique is that at the beginning of the conversation (after the presentation and clarification of the opportunity to talk now), you must first show the client the points of contact. That is, what already connects you (your business) and the client's business.

The difficulty is that these points do not always lie on the surface, and in order to find them, you need to know some tricks or use your imagination.

No need to make banal mistakes and say the following phrases:

• I'm calling you to offer our services...
• I'm calling about collaboration...
• I'm calling to tell you about our products...

These approaches practically do not work today. Start the conversation by identifying common ground. There are many options, connect your imagination 🙂

For example, you can start a conversation like this:

TCP: pilot project with the client's business

I am calling you because you have been in the construction business in Kazan since 2000, right? And our company has just launched a pilot project to work with reliable construction companies region that...

PTS: company website

Ivan Ivanovich, I am currently visiting your company's website and I see that you are actively developing and that you have interesting projects in development. I just wanted to discuss one of them with you...

Such a beginning of the conversation has much more to further communication, compared to the banal "offers of cooperation."

By the way, hundreds of people who began to use this technique in their calls sent me their positive feedback and share their successes. Therefore, I can confidently say that this technique will work for you and help improve the efficiency of calls in your company.

As for the TCP options themselves, there can be quite a lot of them and, ideally, they should be selected specifically for your business, for the specifics of your situation.

4. Organize system sales by phone

Consistency, in my opinion, is the most important component of successful telephone sales. If you organize system sales phone in your business, you will inevitably get an increase in sales.

At the same time, consistency should be in different directions: cold calls, warm calls, and incoming calls.

• Do you use CRM system to record calls?
• Does your business have a sales funnel?
• How are your employees' calls recorded?
• Do you use records for subsequent performance analysis?
• What is the call conversion rate of you or your employees?
• How do customer objections get in the way of selling the target action?
• How do you form a customer base for calling and determine target customers?

Answer these questions for yourself and you are guaranteed to see areas for further development.

5. Get your voice right

Not text on a piece of paper or on a monitor screen, but your voice. Much more depends on your intonation, the pace of speech than on thoughtful responses to objections (although this is also important).

IN Lately I see a real obsession with telephone sales scripts. It feels like managers and entrepreneurs are sure that if they had a good script, sales would immediately skyrocket. Unfortunately, it is not.

I once developed scripts for selling SME products for a bank. I myself tested this script, communicating with clients, before passing it on to the bank's network employees. And the script was good. Clients quite easily agreed to a meeting.

When it came to using the script different employees we saw a huge difference in performance. The reason for this deviation lay on the surface: low-performing employees spoke indistinctly, were lost, and their voice sounded uncertain. Others, voicing the same phrases with good intonation, achieved much more.

Keep this in mind - even the most thoughtful sales script will not allow a “mumbling” employee to sell effectively over the phone.

Sell ​​beautifully and easily!

• Write your ideas and tips in the comments!
• If the material is useful, like and share with your friends!

Sincerely, Oleg Shevelev

P.s. I will tell you the latest tricks in the field of telephone sales on my own. Details here. I invite you right now, because the set will be small, and some bonuses will disappear in the coming days.

On average, you need to make 7 calls before a potential client is on the other end of the wire - such data leads consulting company Janek Performance Group. And it’s far from certain that this client will end up buying something. So is the game worth the candle? Maybe it's time to stop telemarketing? Experts answer: if calls do not work, then you simply do not know the technique of telephone sales. In our review - fresh statistics on the effectiveness of calls and recommendations on how to improve their quality.

Features of telephone sales

Now the trend is inbound marketing: getting leads from traffic to the site and pages in social networks. A trend is a trend, but traditional outbound marketing tools such as telephone sales have not gone away. Are they profitable or should they be written off? With these questions, we turned to Russian marketing and sales experts.

It turned out that not only do they highly appreciate the effectiveness of telephone sales, but they are also sure that sales without calls still occupy a meager market share, which means that telephone calls are indispensable.

But it's not enough to just pick up the phone and dial a number to get a customer. For effective telephone sales, it is important to prepare technically and morally (more precisely, to prepare your managers for calling).

How to increase the effectiveness of telephone sales?

The success of telephone sales is made up of many factors: starting with what scripts managers work on and ending with whether you use them to control and analyze their work. It’s impossible to cover everything in one article… and it’s not necessary, because we have written about telephone sales more than once, and we have many useful articles on our blog. Sharing links!

Organize a call center

Connect IP-telephony

Combine CRM and IP Telephony

Further - more: in order to get the most out of a virtual PBX, for example, always have a record of calls at hand and dial a client's number in a couple of clicks directly from your contact database, you need. We have collected all the advantages of this bundle in one article:.

Track call sources

When you are dealing with incoming calls and even placing ads in different channels, the question “Where did the client come from?” It's not just idle curiosity. They give an answer to it, and in one of our texts we figured out,.

Train managers

Before picking up the phone, the manager must be trained: get acquainted with your product and study the theory of calls. For example, he must know the difference between cold, warm and hot calls, what are the stages of a telephone sale, how to handle customer objections, and so on.

You can learn about all this from our detailed reviews:

1. Cold calling. We figured out what their specifics are and how to improve the quality of telephone cold sales using scripts. Find out what phrases you can’t do without when calling cold clients and get script examples in our article: .

At the stage of cold calling, managers are constantly faced with objections and “rejections”. How to overcome them, we told in the article.

2. Warm phone calls. As the degree rises, the rules for constructing a conversation with a client also change. Therefore, we have devoted a separate text to the technique of telephone sales and scripting for customers who are already familiar with your company. And there you will find 4 ready-made conversation scripts:.

3. Hot calls. With this type of calls, everything is complicated. But we turned to the experts, studied the theory and put it on the shelves. Bonus - ready-made templates that will make you a loyalty guru. Read on the link:

Greeting and establishing contact. Greet the client, introduce yourself and generate interest. The main rule is to try to keep within 10-15 seconds.

Determination of customer needs. Do not "push in" and do not speak for the client. An important task at this stage is to hear from the interlocutor what he really needs.

Product presentation. There is no standard presentation that will work with all clients. You need to present a product or service based on the needs of the client identified at the last stage.

Work with objections. It must be remembered that the objection is the doubt of the client, and not an explicit disagreement. The task of the manager is not to "squeeze", but to reassure.

Ending a call. If the deal is closed, it is worth summarizing the conversation, and if not, reassure the client that you are still ready to help him at any moment.

Of course, the articles do not provide absolute rules for telephone sales, but only basic recommendations that you can adapt to your needs. Try to implement them and you may need to make only 1 call to persuade the interlocutor to buy.