Is Your Phone Sales Opening a Cliche?

Have you taken the time to think about your telephone presentations lately? 

Many people tell me that possibly the hardest thing to do these days is reach the decision maker. But what happens when you do reach them? Are you making the most of your opportunity? Have you created an opening that makes people want to listen to you and become active participants in the conversation? All too often when I look at prepared scripts, I notice sentences that might look well in a direct mail piece but will either get you shot down quickly or simply won't engage your prospective customer.

Here's two cliched examples: openings that tout money savings or a saving of time and effort. It may very well be the case, but everyone says their product either 1) saves you money, 2) saves you time or 3) makes your efforts more efficient thereby also giving you savings from 1 and 2 as well. Seriously, everyone says it. Doing this actually makes it easier for a decision maker to tune you out - because you're not different from anyone else who calls - and they'll try to get off the phone as quickly as possible.

Let's think about a better way. Why not simply introduce yourself and your company name, make a quick one sentence statement about what your product is, and then ask some questions. Take the opportunity to learn more about your potential customers. In fact, one of the things you might find is that this decision maker is not a potential customer. Isn't better to find that out up front? Isn't it better to learn who you should be talking to or know that currently your products/services are not a good match for a particular organization?

Sit down and review your opening. Make it natural sounding. Avoid tired and hackneyed phrases. Take the time, instead, to become genuinely interested in your prospect. You'll be far happier with the results.

10 Tips to Create - and Deliver Effective Presentations

Standing in front of a group of people to give a presentation or to make a speech can be quite nerve wracking. However, with practice and some simple tips, you will feel much more confident. Here are 10 tips to help you create effective presentations and speeches.

1. Never write a presentation word for word.
You'll fall in love with your words. You'll want to memorize it. Unfortunately, if you forget a phrase it's easy to be tripped up trying to remember those wonderful words you wrote.

2. Create a list of objectives for presentations.
Lay out what you want to accomplish. If your primary goal is to close the sale, think of the individual steps you'll need to get to that point.

3. Create bullet points for each point.
Drill down into your objectives. Take each point apart.

4. Carefully craft an opening and closing statement.
These two areas are the ones that should be rehearsed. You'll want to make sure your words are crafted to command attention.

5. When creating the body of your presentation start with your main idea, expand it but make sure you finish by referring back to your starting point. This creates a closed circle. Your audience has the opportunity to realize how interconnected your ideas/points were.

6. Speak with your audience in mind.

7. Don't be afraid to involve your audience.
Ask questions that lead them to your ideas.

8. Slow down your rate of speech.
Formal presentations require you to slow down. It helps people understnad and absorbs your points better.

9. If using PowerPoint, don't just parrot the bullet points on the screen.  

Expand on the information. Tell stories to illustrate your points, if applicable.

10. Never spend your time looking at the screen or with your head in a briefing book. 

Look up. Smile! You'll be glad you did.

Don't Close the Sale

You heard me.

Don't close the sale. Instead you should only need to ask for agreement.

When you design your presentation, you want to create a flow of information. Make sure you invite comments and concerns from your potential buyer. The more you know about their needs and concerns, the easier it becomes to match your product to their needs. As you go through your conversation, allow your buyer to see how your product or service matches up with the concerns stated.

I like to do small response checks throughout the conversation. "Does this makes sense?" "Are we on the right track?" These questions are asked after I resolve an objection.. This is not a close, rather an opportunity to check your to keep your conversation on track.

Thinking in terms of asking for agreement, makes it easier for buyers to say “yes” to us. We've learned about their needs and concerns. We've asked questions to find out more. We've responded in ways to show how our product or service matches their needs and concerns. After that, asking question such as “What’s our next step?” gives you the yes or no you need. If you've created the presentation properly, you’ll already know the answer. Don’t close the sale, ask for agreement.

Get More Clients by Writing it Down

Remember that last really bad sales presentation you made? You remember it: you lost focus; you weren't prepared to overcome objections. When you asked for the business - if you asked for it at all - you sounded stilted and forced. And naturally, you didn't get the business.


There's an easier way. 

Create a planned presentation. This process works well whether you make your presentations face to face or over the telephone. Many people leave the mechanics of getting sales up to chance. "Make a few calls", "ask for the business" we're told. But how should we ask? What should we ask?


It often feels as though a sales call is a black hole.


Just as we write out our business plan we must take the same effort to create a sales presentation. Doing this is more than just outlining your conversation points beforehand and knowing your product's benefits. You must also script out the words you will use and how and when you will use them.

Many people balk at the idea of writing out a presentation. They equate it with bad telemarketing calls - and so they can be when not done correctly.

Here are some tips to creating an effective presentation that will help you get more clients. First, as Stephen Covey, author of "The 7 Habits of Highly Effective People" says, begin with the end in mind. What is your goal for this call? What do you hope to accomplish? Write it down. You may find you have more than one goal. Rank them and recognize you may not accomplish all of this in one call.

Next, think about the calls you've made in the past. Write down what worked for you and what didn't. Then roughly write out a potential conversation with a prospective client. Try to write it in a conversational style. Forget what your English teachers taught you about writing in complete sentences, write this the way you speak.


A good presentation includes the following points: opening, exploring, offer, close, objection rebuttal. During your opening, you have a limited time to introduce yourself and catch someone's attention. You want them to continue listening to you. Exploring gives us the opportunity to ask questions, to find out more about the person we're speaking with and what their concerns are.


Give your prospective client plenty of chances to talk. It helps them become more vested in your conversation, which in turn makes it easier to come to agreement and allows you to learn what's important to them. You can then tailor your offer to these concerns. Your offer should always be stated in the form of "what's in it for me" to your prospect.


Finally, ask for agreement. This is your close. Although some sales novices associate "closing" with high pressure sales, a close is simply asking for agreement, in this case agreement to use your services or products.


Keep in mind that the people you speak with may have initial concerns to using your services. That's a perfectly normal and natural reaction on the part of anyone being asked to make any decision. Before your presentation, think of as many potential concerns or objections a prospective client might have about using your products or services. This requires being able to step outside of ourselves and put yourself in another's place. Prepare to ask your prospect more about their thoughts. Then based on the information you have been given, gently show then how your service or product can help them. This should also be written out.


If you spend most of your selling time on the phone, it is very simple to use a planned presentation as you can keep it in front of you as you speak. Do not read it.


Practice it until you are comfortable with the words and can speak it conversationally. Think of yourself as an actor learning a script. Once your presentation is written out, however, you will still have work to do. You must test your presentation. To do this, begin using the presentation you have created. Take note of what works and doesn't work. Make changes until you are confident you've found a winning presentation.


By writing out your presentation beforehand, you will find yourself prepared to successfully handle any situation that arises.

Creating Interest in Your Product

In order to sell effectively, your prospects must find a need or a benefit to doing busines with you. You must make sure that you have grabbed their interest so that they will continuue to listen to you. Creating a statement that helps hold their attention is your first step.

What are you currently saying to create interest? 

In order to creat interest, you must see things from the point of view of the person who will be buying. What you think is the most important to them, may be diffferent from what they feel is important. What are the most important advantages and benefits of your products - as seen by your clients? To do this, you may need to survey your customers - or pay close attention to them when they call your office. Utilize your customer service/customer care personnel in this quest as well. Ask your customers what is most important to them. You may find yourself quite surprised.

Take the time to determine the top 3 things that are important to your customers. This will give you the information you need to create an interest generating statement.  Keep in  mind that you only have 15 - 30 seconds (if you are lucky) to grab their attention.  Write out your statement. Use it in your sales presentations. How to people react to it? Does it lead to further conversation and exploration of your buyer's needs and wants? If it does, great! You've got your interest gathering statement. If you are not happy with the results, tweak it until you've got it. Selling is a fluid activity. You must always be aware of changes in buyer needs and priority.

Starting with a strong interest gathering statement will catch their attention and help you to propell your conversation foward.

Create an Effective Telephone Presentation

Here are a few point to consider when creating a telephone presentation.

• Make it conversational.
• Keep in mind how people talk in real life. It's OK to start a sentence with "but" or "and" because that's how people talk. This helps keep the conversation from sounding stilted. A stilted presentation only leads to distrust and more objections on the part of the prospect or customer.

• Soft sell works best
• REMEMBER: soft sell doesn't mean "no sell". You know you need to close the sale but it doesn't have to be "hard". We all know how to sell. It's really nothing more than persauding someone to our point of view. If you can convince your friends to go the the out of the way restaurant you've found, you can convince your buyer. You wouldn't use hard sell tactics on your friends, don't use them in the workplace. 

• 60/40 Rule: You speak 40% of the time, your prospect/customer speaks 60% of the time
• This creates buy-in from your customers and prospects. The more involved they are in the conversation, the more invested they become in the result.  No involvement = No sale

• Involve the people who are actually making the sales calls
• `... if you are creating this for others. This is particularly important if your are revising or formalizing a current presentation. You will receive valuable insight when you get feedback from the people who are in the trenches, making or receiving these calls.  This will create buy-in at that level and ensures that the inside staff will actually use the presentation you have spent so much time creating. In fact, use a faciliated meeting and have them write the presentation. 

• Determine your call objectives
• What do you want to accomplish? Are you looking for a one-call close? Will you expect call-backs? Are you setting appointments? Determine what you want your outcomes to be. Make sure you have set both primary and secondary objections. 

• Keep it Simple.

Make Your Telephone Calls Count

Have you taken the time to think about your telephone presentations lately? Many people tell me that possibly the hardest thing to do these days is reach the decision maker. But what happens when you do reach them? Have you created an opening that makes people want to listen to you and become active participants in the conversation?

All too often when I look at prepared scripts, I notice sentences that might look well in a direct mail piece but will either get you shot down quickly or simply won’t engage your prospective customer.

For example, openings that tout money savings or a saving of time and effort. It may very well be the case, but everyone says their product either 1) saves you money, 2) saves you time or 3) makes your efforts more efficient thereby alsogiving you savings from 1 and 2 as well. Seriously, everyone says it. Doing this actually makes it easier for a decision maker to tune you out – because you’re not different from anyone else who calls – and try to get off the phone as quickly as possible.

Let’s think about a better way. Why not simply introduce yourself and your company name, make
a quick one sentence statement about what your product is, and then ask some questions? Take the opportunity to learn more about your potential customers.

One of the things you might find is that this decision maker is not a potential customer. Isn’t better to find that out up front? Isn’t it better to learn who you should be talking to or know that currently your products/services are not a good match for a particular organization? Give yourself the opportunity to learn more about a customer's needs and wants. You might not be the solution now, but you may be several months from now. But you won't know that if the decision maker tunes you out, waits for you to take a breath, says "No Thanks." and hangs up the phone. You've not had the chance the offer any solution or plant any seeds of thought for future business.

Make your telephone time count. Sit down and review your opening. Make it natural sounding. Avoid tired and hackneyed phrases. Take the time, instead, to become genuinely interested in your prospect. You’ll be far happier with the results.

Scripting for Inside Sales

A lot of people are turned off by the idea of a scripted call. They are concerned that it won't sound natural, that it will sound forced and artificial. They are convinced it will will render Inside Sales Reps incapable of thinking for themselves or on their feet. They are right! There is nothing worse than a badly trained agent, reading a badly written script.

I'm currently preparing to faciliate a sales training program at a local university. One of the areas we will be discussing is the differences between inside and outside sales. On the handouts that were given to me (I'm following their lesson plans), "scripted" is one of the differences atributed to inside sales.

But hold on a minute, the best outside sales people I know prepare their calls thoroughly, down to the words they will use. Isn't that scripted? The difference would be that the inside person gets to write it down and refer to it during the conversation, while the outside rep must memorize it.

The very best inside scripts are carefully written to allow for conversation, not just a one-sided announcement (and then management wonders why sales aren't better). Inside reps are trained to use them, trained to help make someone else's words or thoughts their own. Giving someone a desk, a chair, a phone and a computer and telling them to "just read the script and you'll be fine" is the type of situation that leads to those awful calls to people who can't get off the phone fast enough. The potential buyer stopped listening and is only waiting for a pause to break in and say a hurried "thank you but we're not interested at this time" and swiftly hang the phone up. No, there's no sales to be made that way.

What if, instead, inside sales reps were trained properly? What if they role-played extensively through many situations before beginning to make any calls? You'd be surprised at how much more effective, how many more sales would be closed and how much more motiviated to succeed your inside sales reps would be.