Selling to Anyone Over the Phone PDF
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Selling to Anyone Over the Phone SECOND EDITION This page intentionally left blank Selling to Anyone Over the Phone SECOND EDITION Renee P. Walkup with Sandra McKee AMERICAN MANAGEMENT ASSOCIATION New York •Atlanta •Brussels •Chicago •Mexico City •San Francisco Shanghai •Tokyo •Toronto •Washington, D.C. Bulk discounts available. For details visit: www.amacombooks.org/go/specialsales Or contact special sales: Phone: 800-250-5308 Email: [email protected] View all the AMACOM titles at: www.amacombooks.org This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Walkup, Renee P., 1957- Selling to anyone over the phone / Renee P. Walkup with Sandra McKee. — 2nd ed. p. cm. Includes index. ISBN-13: 978-0-8144-1483-5 (pbk.) ISBN-10: 0-8144-1483-4 (pbk.) 1. Telephone selling. I. McKee, Sandra L., 1952- II. Title. HF5438.3.W34 2011 658.8'72—dc22 2010006636 © 2011 Renee P. Walkup All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. About AMA American Management Association (www.amanet.org) is a world leader in talent development, advancing the skills of individuals to drive business success. Our mission is to support the goals of individuals and organizations through a complete range of products and services, including classroom and virtual seminars, webcasts, webinars, podcasts, conferences, corporate and government solutions, business books, and research. AMA’s approach to improving performance combines experiential learning— learning through doing—with opportunities for ongoing professional growth at every step of one’s career journey. Printing Number 10 9 8 7 6 5 4 3 2 1 Contents Acknowledgments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix Introduction: Selling “Double Green”. . . . . . . . . . . . . . . . . . . . . xi Chapter 1: Setting Up for Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Apply New Tactics for New Times Move to Phone Selling Success Begin Your Prep Work Launch Your Call Day Open Calls with Confidence The Payoff Chapter 2: Managing Time and Information for Profitability. . . . . . . 17 Improve Your Time-to-Sales Ratio Locate Quality Customers Gather and Manage Customer Information The Payoff Chapter 3: Identifying Personality Types Over the Phone . . . . . . . . . . 37 The Precise Customer The Energized Customer The Assured Customer The Kind Customer Personality Matches and the Phone Salesperson The Phone Salesperson’s Quick-Reference Extra: The Salesperson (cid:15511)Customer Match The Payoff Chapter 4: Getting Gatekeepers to Work for You. . . . . . . . . . . . . . . . . . 57 Engage the Person Answering the Phone Use Voice Mail to Gain Useful Information for Strategic Calling The Payoff Chapter 5: Asking High-Value Questions . . . . . . . . . . . . . . . . . . . . . . . . 76 Establish or Deepen Your Relationship with the Customer Use Questions as Tactics Avoid Asking the Wrong Questions Guidelines for High-Value Questions Ask Questions at the Right Time: The Trust Scale The Payoff Chapter 6: Listening and Presenting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95 Listen from “Hello” Listen for the Customer’s Personality Style Focus on the Phone: The Listening Challenge Listen While Presenting: I-N-V-O-L-V-E Your Customer Vary the Tools You Use for Effective Presentations The Payoff Chapter 7: Selling Through Objections . . . . . . . . . . . . . . . . . . . . . . . . . 117 The Value of Objections Techniques for Handling Objections Personality-Type Objection Patterns The Payoff Chapter 8: Negotiating the Close. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135 Set Up the Close Eliminate Buyer Anxiety Ask for the Business Negotiate: Carve Out the Details Seal the Close The Payoff Chapter 9: Using New Technology in Phone Sales. . . . . . . . . . . . . . . . 155 The Pros and Cons of New Technology Guidelines for the Strategic Use of New Technology The Payoff Chapter 10:Selling to Customers from Other Cultures . . . . . . . . . . . . 177 The Importance of Time The Role of the Relationship Language and Communication Across Cultures Culture and Personality Dealing with Cultural Differences The Payoff Appendix A: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 PEAK Personality Type Assessment Appendix B: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195 Handling Customer Complaints Effectively Appendix C: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200 How to Present Powerful Proposals That Sell Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205 This page intentionally left blank Acknowledgments SANDRAMCKEEwould like to acknowledge the brilliance and un- flagging enthusiasm (and occasional nagging) of coauthor Renee Walkup during the development of this book. She also thanks busi- ness clients and students who have affirmed, by their progress and feedback, the methods that appear here. And speaking of nagging, RENEEWALKUPwould like to thank Sandra McKee for helping me to make this book a reality. Sandra, you are an inspiration and you never fail to impress me with your skills as a talented writer and storyteller. I would also like to thank my hundreds of clients for their trust and support over these last thir- teen years since founding SalesPEAK. You are the people who charge me up in the morning and throughout every day. To my husband, Ted, thank you for all you do to support me in my work, and also to my daughter, Rachel, for your patience with my time spent on this project. Thank you both! BothRENEE AND SANDRA are grateful to Bob Nirkind, senior acquisitions editor at AMACOM Books, for his enthusiasm for our project. Rarely do authors have the opportunity to work with an ed- itor who exhibits the level of expertise and professionalism that Bob has shown. His diligence and vision were instrumental in making this book what it is. We also want to thank our copyeditor, Debbie Posner; Associate Editor/Copy Manager Erika Spelman; and the editorial and produc- tion staff of AMACOM. You listened to our suggestions and then made this the best book it could be.
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