strategies to sell the phone


Back at the course of telemarketing and call center



The Telemarketing



There is a growing awareness and attention of the possibilities and advantages that the phone can offer as a tool of direct marketing. Through this way of communication “dated” but, in some ways, still unsurpassed, it is indeed possible:


  • Inform and set appointments to prepare the visit of the seller;
  • Promote and sell directly, replacing the visit of an agent;
  • Conclude a sales process following an interview managed by a person.


The advantages of using the phone are considerable if we are thinking at the fact that its efficiency in terms of “closure” of sales is lower only at the personal contact, and has an insignificant cots when we are making an analogy with the costs that requires the visit of an selling agent.


Certainly, using the telephone as a sales tool entails also disadvantages.
For example, often there are maddening unsolicited telephone calls which could be perceived as intrusive by the interlocutor, so it is easier to be rejected.


Selling by phone is very different from selling face to face.


Although, in case of selling by phone we are speaking of an instrument with “two faces”, which gives the opportunity to answer questions and clarify any abjections, which does telemarketing faces a limit: he knows that can only bases on his voice and not on his entire person.


For this reason, the person who is on the other side of the phone will place a greatest emphasis on:

a) What is said
b) The way of talking
c) The tone of the voice.

We’ll develop these three points.

What we must to say
The seller has a challenge to surpass, during the telephone conversation: he must be able to attract the attention of the customer; he must to make him interested at the personal benefits that are offered, to excite his desire to win in order to make him to buy.  This is called AIDA rule. In this case the sale is view as a sequence formed by four moments: warning – interest – desire – action.

To capture from the beginning the attention of the customer, it is therefore important to use the proper phrase of presentation.  For the sale, winning the attention from the beginning has almost the same importance as a goof title for an article.

First, the client pays more attention at the first sentence than at the others. 
 Secondly, it is the first phase that affects the offer and also the whole client’s attitude. The majority of customers decide, more or less consciously, from the first sentence if they will soon get rid of the seller or will listen to his proposals. If the customer’s attention is not aroused at the first sight, the other part of the argumentation loses often the power. So whatever it will be sell it is essential to examine the first sentence.

According to Goldmann, the author of the “Art of Selling”, it couldn’t be used initial phrases like “I phone you to see if…” or “Please excuse me if…”. The conversation should begin with interesting news for the customer. Speaking of the goods in the first sentence is almost always a psychological error.


Another aspect to take care on is the originality.  In this way, it is very helpful to differentiate yourself from the competitors.  You can be different in three ways: different from others, different that what you were before, different that what the customer expects. Using a pleasant question and mail it in positive terms from the beginning which forces perhaps the customer to think, can be a great and an original way to start a conversation.


If the customer is not really interested for the moment of the offer proposed, the seller can say: “I will only give you some indications about the benefits that our product can bring you on the day that you will need it.” The controversy will be sure banned in every way.
On the contrary, if the customer, during the phone call leaves the subject or is distracted by some external factor, it is useful to stimulate the return of attention using phrases like: “I believe that you are agree with me?”, “what do you think about…?”


The way we talk

It is very important to maintain always a professional and courteous manner: we must never, for any reason, lose patience and it is always essential to use good manners.  Even when your interlocutor will test you, trying to make you anxious and to make you to react negatively, it is important to be alert, maintaining your self-control and yours gentle manners.


The tone of voice

During the telephone sales, the tone of voice is even more important than the choice of words. We can realize this when, for example, there are two vendors that offer the same article with an argument identical.  The argument may have a sound completely different in the two cases, since each seller uses a tone and terms according to their state of mind and their own beliefs. So we must not underestimate the sound and the vivacity of the words that we are using. Instead, you must train in modulating the tone and voice, knowing that this is an excellent selling tool.

So, for becoming able to mobilize people, it is important for whoever sells at the phone to have a full of enthusiasm and positivity. Nobody buys from a discouraged seller, whose expression reflected pessimism, resignation, indifference, fear or failure. It is important to be “in form ” during a phone call to a customer. A tired or fearful seller will certainly fail.
So, you must stimulate your capacity for enthusiasm. The enthusiasm is contagious: can mouve mountains and also can weak the “no” more convinced.



Goldmann , H. M (2002) The art of selling, Franco Angeli, Milan
International Management Consulting, Telemarketing liv.2, dispensation of the course.



Back at the course of telemarketing and call center




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