When I had the privilege to represent Franklin Covey’s Helping Clients Succeed sales training program in the marketplace, I realized something life-changing. The Consultants who shared the content always shared the fact that sales professionals needed to be effective communicators and, so much of any sales training program, is teaching them to be just that. A salesperson must first elicit information and then, using that information, make a compelling case for their products or services. Up until that point I had thought of myself as a salesperson, not a communicator. A powerful clarification on my real job.
I answered the phone call of a salesperson this week. The timing was perfect since this Friday’s Meeting to Win agenda is Masters of Communication. This call demonstrates exactly why sales professionals need to focus on their communication skills daily. First of all, this salesperson was clearly surprised to catch me “live” at 6:30pm. From the sound of it, he fully expected to get voicemail and probably had a good plan for that outcome. Then, because I am nice to salespeople, I said that I had about 2 minutes when I was asked if I had some time to talk. I had something on the stove and 2 minutes was even pushing it. Again, I caught this salesperson by surprise by giving him any time at all. Then, for the next two minutes this salesperson shared information about their service and used the phrase “in essence” about 10 times. (Let me say that many of my early sales calls could have been examples in blog posts just like this one!) The problem is that I don’t remember the service or the benefits because I was distracted by the fact that he seemed caught off guard and used this filler phrase over and over. I felt like it was merciful to end the call nicely.
There are some powerful communication lessons from this short call.
- First of all, be prepared for voicemail or live person.
- Have a clear reason to call that could be compelling to the person you are calling.
- Have a goal for the call and share the goal with the person you’ve called.
- With a plan, the need and, therefore, use of filler words or phrases diminishes.
- Eliminate jargon, cliches and lingo.
- Record your calls and listen to them.
- Role play every scenario you could encounter with team mates and help each other.
- Practice your “elevator pitch” every chance you get. Be able to nail this in any situation.
Becoming a master takes practice. Look for and create opportunities to practice. When that top prospect answers the phone finally, you want to be ready.
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Sales Team Meeting Idea:
Using the scenario I shared above, ask each salesperson to role play catching a prospective client “live” who says they only have 2 minutes to talk. What do you say in those 2 minutes? What is the goal of your 2 minute call? Ask each person to do the role play and ask the team for feedback. After this meeting, everyone will be prepared for one more scenario they may encounter.
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