| The key to higher sales is developing a | | | | ask a closing question the rep has brought the |
| presentation that taps into your prospect's | | | | prospect to this state.o Buying is the prospect's |
| psychological needs. Each phase of the sales | | | | idea. |
| process satisfies a need that moves your | | | | Another key to psychology selling is to let the |
| customer closer to the sale. | | | | prospect feel they are buying rather than being |
| In a telemarketing presentation, tapping into your | | | | sold. In the closing phase of a presentation a client |
| prospect's psychological needs allows you to | | | | should never feel forced to buy. Prospects hate |
| overcome the disadvantages of not having visuals | | | | to be pushed and will resist if they feel you are |
| or face to face contact. Several keys to | | | | selling for your benefit. When you move them |
| unleashing your sales power are hidden in the | | | | through the sales process and tap into each of |
| attention, interest, proof and closing steps of a | | | | the techniques discussed the prospect will decide |
| sales call.o Curiosity. | | | | to buy because they see it benefits them. They |
| Human nature makes people curious; therefore, | | | | are excited and feel good about this. |
| you can instantly capture the prospects attention | | | | By focusing on developing rapport, uncovering the |
| by designing your opening to target the need for | | | | prospects pain and solving it with adequate |
| information. | | | | benefits you will have ample opportunity to steer |
| One way this is accomplished is with the use of a | | | | the prospect to a buying decision. |
| benefits hook. A benefits hook asks the prospect | | | | By using the techniques outlined here the |
| if they would want a particular need solved. It is | | | | prospect will feel confident in their purchase. They |
| asked as a rhetorical question and obviously your | | | | will not feel sold or coerced when you meet the |
| product can help solve the problem. | | | | prospect's psychological needs. The sale will be |
| For example: If there was a way you could help | | | | solid, your customers more loyal, and very likely |
| protect the environment for your children would | | | | to share referrals and recommendations. |
| that be important to you? If you could increase | | | | Consistently high producers in telemarketing do |
| repeat business by 38% how important would | | | | more than focus on what they say to their |
| that be? In each case the prospect knows this is | | | | prospect. The top achievers also take a close look |
| a sales call but the benefit is significant. The | | | | at themselves and their sales habits.o Set goals. |
| prospect is intrigued. Curiosity makes them want | | | | It is not enough to want higher sales. You must |
| to learn more. It is essential that the prospect | | | | have a specific $ or unit amount in mind for a |
| gets hooked on a possible benefit immediately | | | | given time period that stretches you to do your |
| from the start. Getting the prospect curious | | | | best work while remaining realistic. |
| about a benefit prior to discussing your product is | | | | When you put your goal in writing your mind |
| crucial to sales success.o Use RADAR to increase | | | | begins to turn your intangible dreams into reality. |
| sales. | | | | The mind needs specific direction. All professionals |
| A technique I call R.A.D.A.R. satisfies many of the | | | | know where they are going. Give your brain a |
| prospects emotional needs during the interest | | | | detailed goal and the worlds most powerful |
| step. | | | | computer will automatically guide you to top |
| The R stands for rapport. People are much more | | | | performance.o Reap rewards. |
| likely to buy from someone they like. Most | | | | Sell benefits to yourself as well as your prospect. |
| prospects want to be helpful, polite and friendly. It | | | | As you set goals and achieve positive results be |
| feels good. We can create that mood by showing | | | | aware of how your growth benefits you and |
| interest in the client as a person by simply asking | | | | your family. Be specific. Will you win an incentive |
| questions about them as an individual. Questions | | | | trip for your family, get a bonus that allows you |
| such as: how did you get into the advertising | | | | to go to your favorite restaurant or will extra |
| business or what made you go into business for | | | | commissions allow you to afford a new car? |
| yourself will get the prospect to open up and | | | | When your mind sees the benefits that come |
| they will be less defensive. | | | | from your extra efforts your skills will rise to the |
| The A.D. stands for Asking about Difficulties. | | | | level necessary to bring those benefits into your |
| People are programmed to avoid pain. The | | | | life.o Enthusiasm and Smiles. |
| greater the pain the faster they will move to | | | | Enthusiasm is contagious. If you are enthusiastic |
| avoid it. | | | | about your product you will be more successful. |
| What is your biggest difficulty with discount long | | | | This is crucial in telemarketing. Your voice is your |
| distance calling plans? Or what is your major | | | | greatest asset in conveying the attributes of your |
| concern when selecting an insurance carrier? Are | | | | product or service. |
| questions that get the prospect to notice a | | | | If you are excited, your prospect will sense that |
| difficulty (pain) that they should consider changing. | | | | there is something good here. It is your |
| Difficulty question also guides us on how to direct | | | | enthusiasm that brings a script to life. |
| our presentation to what is relevant to the | | | | Smiling is one of the most natural ways to bring |
| specific prospect. | | | | your enthusiasm to the surface. When we smile |
| The second A stands for affirmation questions. | | | | we are friendlier, more energetic and enthusiastic. |
| One of our greatest desires is to be heard. People | | | | Even when you don't feel like smiling, do it. Your |
| love to be listened to and understood. By asking | | | | mind will automatically be triggered into a happier |
| "If I understood you correctly, what you said is | | | | state of being.o Script and Pad. |
| ____________, isn't it?" This little question will | | | | Even the simplest of presentations should be |
| thrill the client because it shows that you were | | | | written out. |
| listening to them. This is an experience we all | | | | A script allows you to select the most |
| enjoy and unfortunately many prospects do not | | | | appropriate wording to move your prospect |
| experience often enough. You benefit by showing | | | | through the sales process and to use that |
| the prospect that you are different than other | | | | wording on each and every call. |
| people and also confirm that you are focusing on | | | | Even more importantly having a script in front of |
| the right issue. | | | | you allows you to put your energy into listening |
| Results: Another essential psychological need is to | | | | to the prospect rather than thinking about what |
| feel in control of our lives. | | | | to say next. When you uncover an important |
| People are driven to action when they feel those | | | | need, problem, or interest of the prospect's jot it |
| actions create result s that will move their lives | | | | down. Writing it down assures that you will |
| forward. Ask your clients what benefits they | | | | remember the point, work it into your |
| want to experience by eliminating their problem. | | | | presentation and leaves your mind clear to listen |
| Try to learn how that will specifically improve their | | | | for more vital information.o Call Averaging. |
| life. When you know their key motivation you can | | | | Call reluctance is a problem that plagues even the |
| easily show the prospect how they can take | | | | heartiest of telemarketers. Put the emphasis on |
| control of their life and improve it. The emphasis | | | | average $/ call instead of the calls that result in a |
| shifts to their buying rather than you selling. | | | | sale. That way every dial becomes profitable for |
| R.A.D.A.R. taps into many of our prospect is | | | | the rep including hang ups and not ins. |
| psychological motivations. To reap the greatest | | | | For example: if a rep makes a $100 sale every |
| benefits be sure to use open ended questions | | | | 20 calls it could be viewed as 19 no sales and one |
| where the client typically gives you an explanation | | | | sale or 20 $5 sales. When telemarketers see |
| instead of just a yes or no response. | | | | every dial as a sale, they make more calls. This |
| Psychology selling skills require you to know your | | | | approach offers several benefits. First of all it |
| prospect therefore we have spent the first part | | | | takes the pressure off each call. It helps |
| of the sales process learning about the individual | | | | eliminates "cherry picking prospects" and |
| rather than focusing on a product. It is not until | | | | procrastinating on the non hot leads. Lastly, it |
| completing RADAR that we start discussing our | | | | allows a telemarketing representative to know |
| product. In the proving value phase of the sales | | | | exactly how many calls they must handle each |
| process top producers focus on selling benefits | | | | day to reach their financial goals. |
| not facts.o Satisfy the ego. | | | | As a telemarketer takes stock in their selling skills |
| People need to be smart and they love to be | | | | and develops the habit of designing their |
| right. When we prove our product's value the | | | | presentations to satisfy the prospect's |
| client has many opportunities to be smart and | | | | psychological needs, they will create strong client |
| right. For instance, you can have them work out | | | | relationships while increasing sales. |
| the savings benefits from using your product. You | | | | Sales success can be further enhanced as each |
| can get the prospect to point out how your | | | | sales representative reviews their own |
| product's features solve their problems and | | | | motivations and habits. When the selling process |
| concerns. When you allow them to see the | | | | meets the needs of all parties involved |
| benefits that come from your products features | | | | telemarketing representatives develop into true |
| you move toward the sale. When you have the | | | | professionals. |
| prospect state it as their idea you move very | | | | If you need a quick reference chart: |
| close to getting the sale. | | | | Unleashing Your Sales Power |
| Many reps frequently get sales like this without | | | | How many of these Psychology Selling tools do |
| even realizing it. When the client stops the | | | | you use on a daily basis? |
| presentation and says I'll take it before you even | | | | |