Selling to Anyone Over the Phone, Second Edition

225 Pages·2010·1.28 MB·English

by  Renee P. Walkup

Selling to Anyone
Over the Phone
SECOND EDITION
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Selling to Anyone
Over the Phone
SECOND EDITION
Renee P. Walkup with Sandra McKee
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Library of Congress Cataloging-in-Publication Data
Walkup, Renee P., 1957-
Selling to anyone over the phone / Renee P. Walkup with Sandra McKee.
— 2nd ed.
p. cm.
Includes index.
ISBN-13: 978-0-8144-1483-5 (pbk.)
ISBN-10: 0-8144-1483-4 (pbk.)
1. Telephone selling. I. McKee, Sandra L., 1952- II. Title.
HF5438.3.W34 2011
658.8'72—dc22
2010006636
© 2011 Renee P. Walkup
All rights reserved.
Printed in the United States of America.
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whole or in part, in any form or by any means, electronic, mechanical, photocopying,
recording, or otherwise, without the prior written permission of AMACOM, a division
of American Management Association, 1601 Broadway, New York, NY 10019.
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Printing Number
10 9 8 7 6 5 4 3 2 1
Contents
Acknowledgments. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ix
Introduction: Selling “Double Green”. . . . . . . . . . . . . . . . . . . . . xi
Chapter 1: Setting Up for Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Apply New Tactics for New Times
Move to Phone Selling Success
Begin Your Prep Work
Launch Your Call Day
Open Calls with Confidence
The Payoff
Chapter 2: Managing Time and Information for Profitability. . . . . . . 17
Improve Your Time-to-Sales Ratio
Locate Quality Customers
Gather and Manage Customer Information
The Payoff
Chapter 3: Identifying Personality Types Over the Phone . . . . . . . . . . 37
The Precise Customer
The Energized Customer
The Assured Customer
The Kind Customer
Personality Matches and the Phone Salesperson
The Phone Salesperson’s Quick-Reference Extra:
The Salesperson (cid:15511)Customer Match
The Payoff
Chapter 4: Getting Gatekeepers to Work for You. . . . . . . . . . . . . . . . . . 57
Engage the Person Answering the Phone
Use Voice Mail to Gain Useful Information for
Strategic Calling
The Payoff
Chapter 5: Asking High-Value Questions . . . . . . . . . . . . . . . . . . . . . . . . 76
Establish or Deepen Your Relationship with the
Customer
Use Questions as Tactics
Avoid Asking the Wrong Questions
Guidelines for High-Value Questions
Ask Questions at the Right Time: The Trust Scale
The Payoff
Chapter 6: Listening and Presenting. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Listen from “Hello”
Listen for the Customer’s Personality Style
Focus on the Phone: The Listening Challenge
Listen While Presenting: I-N-V-O-L-V-E Your
Customer
Vary the Tools You Use for Effective Presentations
The Payoff
Chapter 7: Selling Through Objections . . . . . . . . . . . . . . . . . . . . . . . . . 117
The Value of Objections
Techniques for Handling Objections
Personality-Type Objection Patterns
The Payoff
Chapter 8: Negotiating the Close. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
Set Up the Close
Eliminate Buyer Anxiety
Ask for the Business
Negotiate: Carve Out the Details
Seal the Close
The Payoff
Chapter 9: Using New Technology in Phone Sales. . . . . . . . . . . . . . . . 155
The Pros and Cons of New Technology
Guidelines for the Strategic Use of New Technology
The Payoff
Chapter 10:Selling to Customers from Other Cultures . . . . . . . . . . . . 177
The Importance of Time
The Role of the Relationship
Language and Communication Across Cultures
Culture and Personality
Dealing with Cultural Differences
The Payoff
Appendix A: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193
PEAK Personality Type Assessment
Appendix B: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Handling Customer Complaints Effectively
Appendix C: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200
How to Present Powerful Proposals That Sell
Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205
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Acknowledgments
SANDRAMCKEEwould like to acknowledge the brilliance and un-
flagging enthusiasm (and occasional nagging) of coauthor Renee
Walkup during the development of this book. She also thanks busi-
ness clients and students who have affirmed, by their progress and
feedback, the methods that appear here.
And speaking of nagging, RENEEWALKUPwould like to thank
Sandra McKee for helping me to make this book a reality. Sandra,
you are an inspiration and you never fail to impress me with your
skills as a talented writer and storyteller. I would also like to thank
my hundreds of clients for their trust and support over these last thir-
teen years since founding SalesPEAK. You are the people who charge
me up in the morning and throughout every day.
To my husband, Ted, thank you for all you do to support me in
my work, and also to my daughter, Rachel, for your patience with my
time spent on this project. Thank you both!
BothRENEE AND SANDRA are grateful to Bob Nirkind, senior
acquisitions editor at AMACOM Books, for his enthusiasm for our
project. Rarely do authors have the opportunity to work with an ed-
itor who exhibits the level of expertise and professionalism that Bob
has shown. His diligence and vision were instrumental in making
this book what it is.
We also want to thank our copyeditor, Debbie Posner; Associate
Editor/Copy Manager Erika Spelman; and the editorial and produc-
tion staff of AMACOM. You listened to our suggestions and then
made this the best book it could be.