How to Succeed Using the Telephone to Sell

Most people in sales use the telephone at some point in the sales cycle. For some, it's simply getting the appointment but for others the entire sales process will take place over the telephone. Telephone sales has its roots in the stock brokers of the 1920's and gas-rationing of WWII. Anytime, information has to be delivered quickly and at a low cost, the telephone is the ideal solution.

If you are in the field, I found that the sales process breaks down in this fashion:

1. Reaching the decision maker and setting the appointment: phone/email
2. Presenation to decision maker: in person
3. Follow up: primarily phone/email

Although both the first and third steps can use email to accomplish their goals, it's usually more effective to use the telephone. Unfortunately, although many people use the phone to do business, they're not always effective in their use of this medium.

Goal Setting

In order for a program to succeed, set goals at the beginning of a project. For example, decide how much time you will set aside, how many calls you expect to make.


Parts of the Project
A successful telephone project requires more than just good phone skills. You must also consider:

• Who to call
• When to call
• How you will keep track

Lack of commitment is often the biggest obstacle to the success of a calling project.


In addition, there are 3 basic skills that are needed to be successful.

• Proper use of Voice
• Inflection
• Pauses
•  Emotion
• Words
• Be positive
• Create planned presentation(don't be afraid of this - it's your best friend for success!)
• Listening
• Attentiveness to what's being said and what's not being said
• Discern the Real Message 

Using the telephone to increase your business could be your best tool for success!