Part 2 - The Biggest Mistakes Salespeople Make On The Telephone

The experience I’m going to share in this article has got me thinking, as I often do, about the plight of sales people that are out there performing a difficult job without the proper training and tools. It troubles me that companies waste many millions of dollars each year because of poor training. It also troubles me that these same companies continue to raise the bar on their sales people and yet shortchange them on the tools to achieve these lofty goals.Effective telephone techniques are not that difficult to learn and apply when we’re exposed to them. Exposure is the issue here. It is shortsighted to expect great things from a sales team and yet fail to give them the means to a successful end. It is my ongoing vision to fill the gap and give you tips and tools to make a very difficult job a little easier, a bit more fun, and more rewarding. On to the story…

I received a sales call the other day from Mary Johnson at XYZ Recycling. “How are you this morning?” asked Mary. I told her I was doing great. Mary asked, “Do you know what we do?” My response was, “I would imagine by the name of your company, you recycle electronics, computers, hardware, phones, etc, is that right?” Mary gave me an affirmative and asked me if I would be interested in such a service. When I said no she said, “Okay, goodbye.”

Now this short conversation might appear reasonable to some or most of you. She told me who she was, who she was with, what kind of service she was offering, did I need her services, and okay, thanks when I said no. Consider this as another way Mary could have approached me: “Good morning, my name is Mary Johnson with XYZ recycling. I know you weren’t expecting my call this morning, is this a convenient time to talk?” Mary would have started this call by asking for permission to share her information. This is still a taboo in our industry but folks out there are becoming much more sensitive about sales people bullying their way into a conversation. Asking for permission to engage in a dialogue shows respect for your clients or prospects. Mary would have continued with “We have created a unique process that eliminates the headaches of disposing of all the excess computer hardware or electronics you have. How often do you dispose of excess hardware?”

The question at the end of the opening statement was ‘open-ended’. I make an assumption that everyone, at some point, has excess hardware to get rid of. I pose a legitimate question to my prospect that engages them in the issue at hand instead of asking a closed question about whether they’re interested in my service. It is too easy for a prospect to end the conversation with a closed question. Depending on their mood and frame of mind at the time, his or her answer to a closed question may have nothing to do with your services.

There is a time and place for closed questions. I will address that in the next blog. For now, make sure that you ask to be invited into a conversation and that your opening statement is more engaging than “I was just wondering if you would be at all interested?”