How you present is critical because it tells the prospect/customer that you care. It tells them you have an interest and you want this to happen and you are excited about the possibility for them.
In telephone selling, how an inside sales team member presents throughout a presentation is more valuable than what is actually said in the presentation. Remember, customers hear emotions and thrive upon “feel” words, and they don’t respond as well to data or “think” words. How you sound will inspire your customer to act in the positive. They will love your passion and begin to believe that what you feel is best for them. With this in mind, the “how” of telephone selling correlates to emotions and feel words and how you bring it; the “what” correlates to data and think words and more of an analytical approach.
When learning why the “how” in telephone selling is important, the inside sales rep must think fundamentals. In baseball, “what” the second baseman does with the baseball after he fields the ball is important. But “how” did the second baseman successfully field the ball? In sales, “what” the inside sales rep says is important, but “how” the inside sales rep expresses him or herself will encourage the customer to recognize the importance of the relationship. Relationship in phone sales is so important. How you bring the togetherness plays a big role, for sure. If a customer knows they want the product, that’s great for the inside sales rep. But for all those customers who are unsure, how you bring your presentation will makes a huge difference.
Some inside sales reps have a natural knack for selling the “how” portion of a presentation far more easily than selling the “what” portion of a presentation. The “how” portion involves panache, style, creativity, spontaneity, levity, depth. The “what” portion of a presentation involves study, research, practice, knowledge, intellect. Many inside sales reps feel more comfortable gabbing and building rapport; less comfortable on the analytic.
When you sell with energy and emotion and a pop in your presentation than you will succeed more often than not. When you bring yourself into the presentation with tone and inflection and positive spirit, you will also succeed more often than not. How you present is critical because it tells the prospect/customer that you care. It tells them you have an interest and you want this to happen and you are excited about the possibility for them. To sum up the “how” versus the “what”, always remember this: “how” the inside sales rep communicates over the telephone is very important. Often, trainers can teach what your selling; but if you don’t have the natural finesse to build relationship, that is very difficult to teach.
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