Successful Telephone Communication Techniques: Part 2

SUCCESSFUL TELEPHONE COMMUNICATION TECHNIQUES: PART 2

In 'Successful Telephone Communication Techniques: Part I,' we talked about initiating a phone conversation with a prospect. In Part 2 we cover ways to move the conversation along to your desired outcome.

Once you're into a telephone conversation with a prospect, don't be afraid to pause to make sure they understood what you said or to make a point. If you pause just a few seconds, the listener has a chance to digest what you said and to respond, and you can gauge their reaction. It also shows that you're not dominating the conversation, but rather are taking the time to listen (you're in control).

Silence can be used to create positive tension: Ask a question and shut up. Don't speak again until the other person answers. Silence can be deafening. It's surprising how loud a few seconds of quiet can be before someone caves in and has to speak. 'He who speaks first loses,' goes the saying. Consider it another tool in your briefcase.

A pause can also be used to test the water - a trial close. Say something like 'What we usually do is send someone out to visit with you and discuss your current policies,' and then pause. If they don't respond, assume they think it's a good idea, then say, 'Boy, this week is getting pretty short already, would next week be a better time for you?' If they agree, set an appointment time, finish up with anything else you want or need to add, then go to the next call. If they respond in the negative, acknowledge their response and ask a question. If at any time in the conversation they indicate they want to 'buy' (make an appointment), shut up and set the date and time. If you're talking with the decision maker, keep your conversation down to two or three minutes. Do what needs to be done, then go on. They'll appreciate your professionalism.

When you set an appointment, you don't want to be stood up. Here's something you can do to help ensure that they keep the appointment. The conversation can go something like this: 'So Tuesday will be a good day, at 2:00. Let's see, what date is that?' Let the prospect tell you the date so you know they're looking at their calendar, and chances are they'll write it down at that time. Five minutes after the phone call they'll forget they ever talked to you, much less that they have an appointment next week.

Confirm the address before you hang up, and follow up with a letter reminding them of the date and time. As a general rule of thumb, don't call to confirm the appointment; it gives them a chance to back out. Try to set the appointment within the next five to seven days. If it has to be two or three weeks out, tell them you'll be calling the day before to make sure nothing's come up (to remind them).

Many people are going to say no, but you need to practice polite persistence. 'No' can mean that the prospect doesn't have enough information to make an informed decision.

For example, I asked one of our major clients if any of our competitors had contacted him this year to offer a quote. He replied that he'd been contacted but let them know that he was well taken care of. What was the competing agent's rebuttal? 'OK, I'll call you next year.' If the competition always stops at the first 'no,' they'll have a hard time getting in to see anyone. Lucky for us.

Our client's 'no' is a typical answer, so be ready for it. This is where you use your questioning skills. Acknowledge the response (so they know you're listening), then ask a question. You should always have some questions in your back pocket, ready to use. It could be a question on Workers Comp claims, EPL, safety programs, or whatever. It could be as simple as 'How often does your current agent do a claim review with you?' Then you can discuss some coverages or services. You can ask, 'They must be a really good agent; what's their name?' It's surprising how often they can't remember the name of the agent they think so highly of.

Whatever you come up with, at least put up a fight - don't just roll over and give up. Remember, the same skills you use in a face-to-face meeting are the basic ones you use on the phone.

If the contact person isn't there when you call, call back, but don't leave a message until the third call. Then try to talk to someone else. You might ask, 'Perhaps you could help me, I'm looking for the person who handles the Property and Liability insurance. Do you know who that would be?' Or 'Perhaps you could help me, are you the person who handles your firm's insurance?' You might be talking to the right person after all. If you can't connect, leave a message, but don't necessarily expect a return call.

Remember, be disciplined. If you're going to use the phone, make a plan and stick to it. Pick a time of day to call, decide how many calls you'll make per day, then do it. It's a numbers game. How many people do you have to call before you get an appointment? Start to keep track, so you'll know what to expect. If you know that every 10-13 calls results in an appointment, it makes your job easier because you have some goals and you're not shooting in the dark anymore. You also need to plan when to call certain types of businesses. For example, contractors are generally early-morning calls, restaurants between and/or after the breakfast and lunch rush. Break up your day with other duties so you don't get burned out, but do pick certain times to call and then do it!

You'll rarely get an appointment on the first call. It may take up to three years just to get in to see the person you need to see. Keep notes of each conversation. List the date of call, first and last name and title of the person you talked to, agent's name, insurance company, number of employees, personal information, and any indications of discomfort with their current agent.

Always send a letter after you conclude your contact with the decision maker, regardless of the outcome. You should have several form letters ready to go for these occasions:

• It was nice to talk to you, I will call you back on ____.
• I will be out to see you on ____.
• A nice letter of declination.

You'll also need to set a 'pend,' a time and date to call them back. There are several marketing software programs to help you do this.

Once you've collected all this valuable information, pay attention to what you do with it. Information is crucial to any marketing plan, so make sure before you get started that you have a good grasp of how to manipulate it and what you want to track.

Now you realize you're in control - you're the driver, and you know where you're going. You know what information you're looking for and how to track it. Your next step might be to determine a class of business to go after to build a list of prospects. Good luck!