Close More Sales Over The Phone

Remember the telephone conversation? In this, the cyber age, the telephone conversation has become, for most, an antiquated form of communication. However, that doesn't mean that it holds no value. To the contrary, its value is so great that often the ring of the telephone could be mistaken for the cha-ching of a cash register.

If someone takes the time to call you on the phone, they're at least somewhat interested in what you're selling; they want you to convince them that their positive opinions about your product are correct; and they want you to dispel their fears.

People call on the phone for one of two reasons. Either they want you to convince them to buy, or they want to cross-examine you to satisfy their own curiosities.

Either way, when you answer the call, it's up to you to take gentle control with questions that will work to convert:

• If someone calls and indicates that they are somewhat interested in your product, try to refrain from spewing a rehearsed list of features and benefits. They can find the facts on your website, or in your brochure. They are calling because they want to be nudged in the direction of purchasing (whether they know it yet or not).

• The person asking questions is generally the party who holds the most control. If your caller starts with a question, politely indicate that you will gladly answer that question if they will allow you to check some things with them first. This is called a "staller" or a "framer." This puts the "ball in your court" and you can ask them the questions that will direct the conversation in a conversion direction. You will rarely experience success if you spend the phone call answering questions that are being continuously fired at you.

• Ask, "What was it that attracted you to the program?" Listen carefully and make note of these early "likes." Answers to this question will reinforce the caller's belief in your product, and will give you valuable feedback for future marketing efforts. Be sure to reference these points again later, reinforcing that your caller's instincts as correct.

• Ask the caller what kept them from booking directly from the internet. The answer will give you the opportunity to dispel fears and calm misgivings about your product. You can also use this information to adjust your marketing approach for the future.

• Begin questioning about what the prospect found appealing, then move to questioning about misgivings, and end with reinforcing the positive.

• Remember to only convince prospects that your product is a perfect fit for their problem if it truly is. Selling under false pretenses is not only sleazy, but it won't work to build, or forward, your good reputation. It doesn't matter how great your product can be for the right person, the wrong person will never give it 5 stars, a thumbs-up, or a good review.

• Make a list of questions that you would commonly use during telephone conversations. This will eliminate stumbling, awkward silences, and nervousness when dealing with callers.

As we move further into the information age, fewer and fewer sales are booked over the telephone. Nevertheless, when a phone call does ring in, it's better news than ever. People are only picking up the phone as a last resort for being convinced.

When handled correctly, telephone calls can significantly impact your conversion rates...for the better. People ask for information, and give information, because they want to hear that they're right about their likes, and that they have nothing to fear from their misgivings.

Open up that phone line. Take control of the questioning. Gently convince, dispel, and reinforce. Use the call to turn that prospect into what they're secretly hoping to be - a client.

Bernadette Doyle is a marketing specialist who helps entrepreneurs become client magnets and attract a steady stream of their ideal clients. She publishes a free, weekly newsletter for trainers, speakers, coaches, consultants, complementary therapists and solo professionals. If you'd like to receive invaluable tips and advice on how to attract clients with ease, register at http://www.clientmagnets.com