Five Data-Backed Phone Sales Tips To Know

Cold calling isn't going anywhere, despite what some might think. In fact, in this time of physical distancing, the phone can be the key to boosting your sales. However, you may need to rethink your traditional approach to cold calling. What may have worked years—or even months—ago likely won't be effective today.

Best-selling author and sales strategist Marc Wayshak suggests sales reps examine the data when making phone sales. By implementing a few easy tips, you could see your sales numbers soar, even during challenging times.

In this issue of Promotional Consultant Today, we discuss Wayshak's tips for using the phone to effectively generate more strong sales opportunities.

Tip No. 1: Make other contact first. According to Wayshak, you should never make a true cold call. If you pick up the phone before starting with a cold email or reaching out through another channel, you're making things more complicated than they need to be. Your prospect likely won't answer the phone and if they do, they won't have any clue who you are. This isn't a good way to start. Instead, Wayshak recommends sending a cold email or connecting through LinkedIn or other social channels. This allows you to get in front of new prospects with multiple outreaches before you ever get them on the phone. According to Wayshak, making a phone call after a cold email can double your chances of setting a meeting with a prospect.

Tip No. 2: Use a script. Some sales reps like scripts and others don't. According to Wayshak, the data shows that the ones who don't use a script are less likely to schedule appointments as a result of prospect calls. When you write a sales script, you don't have to stick to every word. However, it's a good idea to have a clear process to follow every time you call a prospect. Prepare a script and use it to guide your conversation and keep you on track.

Tip No. 3: Break the pattern. Before you call a prospect, try putting yourself in their shoes for a moment. Chances are, they have many things on their mind and they were in the middle of something else before you called. You likely don't have their full focus. That's why Wayshak says it's important to break the pattern. To jolt them out of whatever they were doing, use an unexpected opening that will catch them off guard. Instead of saying, "How are you?," try something different such as, "I read your Twitter post the other day and noticed that ..."

Tip No. 4: Encourage prospects to talk. According to Wayshak, the data repeatedly shows that when prospects talk often on prospecting calls, they're more likely to schedule a next step. You don't want them talking too much, though. Data shows that the ideal prospecting call should be a 50-50 split between the prospect and the sales rep. Aim for your sales calls to be a two-way conversation rather than a one-sided story.

Tip No. 5: Have a contingency plan. Not many sales professionals enjoy prospecting calls, especially when prospects try to hang up right away. That's why Wayshak recommends sales reps always have contingencies in place when prospects say they are busy and don't have time to take the call. For example, you could say "I completely understand. The last six companies I talked to said the exact same thing. But once we talked for a few minutes, they were glad we had the conversation."

Successfully selling via the phone can be challenging. Rather than reaching out blindly to prospects, consider the tips above to make yourself known to prospects and show your value up front.

Compiled by Audrey Sellers

Source: Marc Wayshak is the best-selling author of three books on sales and leadership. He is also a sales strategist and motivational speaker.

filed under May 2020
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