SUCCESSFUL TELEPHONE COMMUNICATION TECHNIQUES: PART 1
by Bruce Shaffer
Do you find it hard to use the telephone to help build your business? A lot of people do. This two-part series of articles will take at look at how you can develop the skills you need to generate qualified leads by phone.
The most important factor is your attitude: how you relate to other people. Your method of questioning is also crucial: It's okay to use a script as an outline of suggested phrases, but you need to develop your own style. Finally, what you do with the information you collect will make or break your success.
The typical daily sequence of events for phoning a group of prospects is:
- Organize your list in terms of who you're calling and at what time.
- Make the calls.
- Record the information so it can be easily retrieved.
This sounds pretty simple, but how do you get good at it?
SHARPENING YOUR PEOPLE SKILLS
Let's go back to the beginning, before the first call. We're all part of a group at some time and have the opportunity to meet people. Some of these people might be individuals we want to do business with. When you're at a party, a club meeting, or your kid's Little League game, how do you strike up a conversation with a stranger? The skills you use here are basically the same ones you use on the phone. A simple but effective opener is to say, ' Hi, I'm Bruce Shaffer,' shake their hand and then ask a question that pertains to the event you're attending. That may be simplistic, but it works.
When meeting or talking to people, be honest and sincere, give eye contact, smile, and focus on what the other person is saying. This is nothing new - you've heard it since kindergarten, and it still works. We're just going to put a different twist on it. Remember George Costanza from the 'Seinfeld' TV show? Whenever he met someone new he'd claim to be the architect who'd designed the new wing to some famous art museum. But by the end of the show, he'd usually make a fool of himself. Moral? Don't go down that road. Honesty and sincerity will serve you much better.
This is nothing new - you've heard it since kindergarten, and it still works. We're just going to put a different twist on it. Remember George Costanza from the 'Seinfeld' TV show? Whenever he met someone new he'd claim to be the architect who'd designed the new wing to some famous art museum. But by the end of the show, he'd usually make a fool of himself. Moral? Don't go down that road. Honesty and sincerity will serve you much better.
Being honest and sincere builds self-confidence because you have nothing to hide. When everything is aboveboard you can look anyone straight in the eye and not worry about which story you told to whom.
PEOPLE CAN HEAR YOU SMILE
'Smile and the world smiles with you.' It's an old saying, and it's true. People like you when you smile, and things go more smoothly. Did you know you can hear a smile on the other end of the phone? If the other person sounds happy or is having a good day, they're probably smiling. The question is, how do you get the person on the other end of the line (or in person) to smile?
You can start by smiling yourself. Or try a little humor. Here's an example: I recently called the city manager of a nearby community. He'd been appointed to this difficult position very recently, so I said, 'Congratulations - I think.' The good news was that he was appointed the city manager; the bad news was that he was appointed the city manager. He laughed, and we had a meaningful conversation. He ended up giving me the information I requested and introducing me to his assistant, who was handling the RFP.
Keep it clean, simple, and short. Generally people are nice, but everyone occasionally has a bad day. If you try something and they don't laugh, go right into your next thought without missing a beat, and don't look back.
When you talk with someone for the first time (or any time), keep your conversation focused on them. Actively listen to the other person. There'll be plenty of time to ask about insurance at the end of the conversation. Just mention that you're in insurance and would like the opportunity to discuss it with them sometime. Exchange business cards and ask for the name of the person you should contact. This may open up the conversation to a different level. If it doesn't, you can pursue it with a follow-up phone call.
YOU'RE IN THE DRIVER'S SEAT
Now let's discuss the phone call. Do you realize that you have the advantage?
First of all, you're the one initiating the interaction. You know why you're calling, who you're calling, and what you want to accomplish. That puts you in control. Second, you're going to ask the first question, so that puts you in charge. The person on the other end of the line is required to give some sort of answer. It might not be the response you want or expect, but as long as you're driving, you've got some measure of control.
Review your notes on the prospect, or if you're starting a new program, review the hot points before you start calling.
Stay calm and confident. You know where you're going and what you're going to do. If your confidence starts to falter, people can sense it, and your credibility will suffer.
A FRIEND ON THE OTHER END
When I call someone, in my mind they're a friend, so I treat them as such. You don't call your friend Mike and ask for Mr. Mike Jones. This, of course, depends on the size of the business you're calling. You may have to ask for Mike Jones, but drop the 'mister.' When Mike answers, say, 'Hi Mike, this is Bruce at the _____ Agency.' He'll usually be caught off guard for a few seconds because he's trying to remember where in the heck he knows you from. This puts you in control.
As much as possible, ask questions that require a positive answer. You want your prospect to start the conversation by agreeing with you. When asking for a response, give them positives to choose from. Don't include an option that could be 'no.' An example would be the well-known closer 'Do you want to meet on Monday or Tuesday?' Or 'Are we going to talk about business insurance or employee benefits? Are you the person who makes those decisions, or do you delegate that to someone else?' Speak clearly and concisely at a natural, even pace.
You want your prospect to start the conversation by agreeing with you. When asking for a response, give them positives to choose from. Don't include an option that could be 'no.' An example would be the well-known closer 'Do you want to meet on Monday or Tuesday?' Or 'Are we going to talk about business insurance or employee benefits? Are you the person who makes those decisions, or do you delegate that to someone else?' Speak clearly and concisely at a natural, even pace.
Talk and act like a professional, and people will be more likely to listen. Have you ever been at a social gathering where someone came in who grabbed attention? Maybe it's the way they hold themselves, the manner in which they speak, or the content of what they have to say. Maybe it's all of those things. Watch, listen, and learn; these are the attributes that will help you with your people skills.
MY DOG SPOT
Mirror the person you're speaking with. You've probably heard this many times before. If they lean forward in their chair, you lean forward, and so on. You can use the same principle on the phone by mirroring someone's manner of speech. This is called neuro-linguistics.
If they're from New York City you'd better put on your running shoes to keep up. If they're in a hurry, you're in a hurry. However, if they're from Texas, sit down and rest a spell; talk about your dog Spot. If it's hard to keep them on track, reel them back in with something like, 'Yes, my dog did the same thing; however, the reason I called was your Property and Liability insurance. Doesn't it comes up for renewal in July, or is that September?'
Use questions to direct the conversation. Talk to people at their own level, and there's a better chance that they'll listen to you and participate in a conversation.
Talk to people at their own level, and there's a better chance that they'll listen to you and participate in a conversation.
Bruce Shaffer is marketing manager for Talbot Agency, Inc., Albuquerque, NM, one of the 20 largest insurance brokers in the United States. He has been involved for more than 15 years in sales and marketing management and teaches classes on how to develop prospects. He can be reached at [email protected].