When making a sales call, it’s important to get your angle just right if you’re going to achieve your goal. If you come across as too ‘salesy’, too pushy or too goal oriented, your call will have limited impact and is unlikely to hit its mark. At best, the person you’re speaking to will be indifferent to your efforts and will simply dismiss you as an annoyance. At worst, you risk alienating the them and damaging the reputation of the company you represent.
One of the best ways to ensure your call comes across well, and is interesting and information, to the person you’re speaking to is to focus on the benefits of the products or service you represent, rather than its features. Not only will this help to show the decision maker how your product or service can apply to their situation, it will also demonstrate you’re listening, something that can go a long way to laying the foundations of a productive business relationship.
You’re not a catalogue
If you simply list the features of the product or service you represent, you won’t be providing any information the decision maker can’t get from a catalogue. This may make your contact feel like they’re wasting their time by talking to you and probably won’t go a long way towards closing the deal and getting them on board with your business.
Instead of simply relaying basic information about technical features, use the opportunity the call affords to really go into the benefits of the product or service you’re representing. This is your chance to help the decision maker see how the benefits you’re offering could suit their situation. As you describe the benefits, take the opportunity to make the product or service really come to life for them and give your brand a personality. This will help to make your call memorable and will help them to feel a connection with you and your business.
Tailor the benefits to suit your contact
A good telemarketer will always try to tailor the list of benefits they discuss to the needs of the business they’re contacting. Do a bit of research as you dial and use your opening question to find out a little more about the business and its needs. You should then be able to talk to the decision maker about how your product or service can meet these needs and make their life easier.
Occasionally, even after the opening question and pre-call research it can be difficult to ascertain an angle for your call. In these circumstances, simply ask the decision maker about the challenges their business faces and see if you can work the benefits you’re offering into the call that way.
Think of the benefits before you dial
If you become flustered during your call, it can be easy to fall back on listing the features of your product or service. To ensure this doesn’t happen think of five to ten key benefits before you dial your contact. As well as helping them to stay fresh in your mind, this should boost your enthusiasm and ensure you come across as passionate and positive.
If you’d like to find out more about improving your telemarketing technique, give us a call and speak to one of the expert members of our team or have a look around our website.