Selling Skills from A to Z Leaders Guide Draft 6 - Telephone Web viewRec'd 12-18-08. Made requested...

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Selling Skills from A to ZLeader’s Guide

30 Hollenberg Court • St. Louis, MO 63044PHONE: 314.291.1012 • 800-882-9911 FAX: 314.291.3710 www.telephonedoctor.com

SELLING SKILLS FROM A to Z LEADER’S GUIDE

CONTENTSThe Goal of the Course/Objectives...........................................................................................................4Training Outline: SELLING SKILLS FROM A to Z...................................................................................5Tips for Trainers........................................................................................................................................7Before and After Skills Inventory Test.....................................................................................................10Key Point A – Ask for Time to Talk..........................................................................................................12Key Point B – Benefits.............................................................................................................................13Key Point C – Closing..............................................................................................................................14Key Point D – Discipline..........................................................................................................................15Key Point E – Echo Questions................................................................................................................16Key Point F – Four Killer Words..............................................................................................................17Key Point G – Go Home Ready to Begin................................................................................................18Key Point H – Humor...............................................................................................................................19Key Point I – Irritates...............................................................................................................................20Key Point J – Jerry’s Pet Peeve..............................................................................................................21Key Point K – Know Your Objective........................................................................................................22Key Point L – Let’s...................................................................................................................................23Key Point M – Monogram the Call...........................................................................................................25Key Point N – Naturally Inquisitive..........................................................................................................27Key Point O – One Word Answers..........................................................................................................29Key Point P – Practice Being Positive.....................................................................................................31Key Point Q – Qualifying.........................................................................................................................33Key Point R – Rejection...........................................................................................................................35Key Point S – Smile.................................................................................................................................37Key Point T – Tie Downs.........................................................................................................................39Key Point U – Understanding Needs.......................................................................................................40Key Point V – Vary Your Responses.......................................................................................................42Key Point W – Weak, Wimpy Words.......................................................................................................44Key Point X – W-Out These Credibility Busters......................................................................................46Key Point Y – You Buy or They Buy........................................................................................................48Key Point Z – Z Creative.........................................................................................................................50A Quiz on SELLING SKILLS FROM A to Z............................................................................................51A Call to Action........................................................................................................................................52Before They Go.......................................................................................................................................53Key Points...............................................................................................................................................54Your Own Sales Success Alphabet.........................................................................................................58Leader’s Notes........................................................................................................................................60

©Telephone Doctor, Inc., St. Louis, Missouri 63044, USA

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About Telephone Doctor Customer Service Training…Telephone Doctor is a St. Louis based customer service training company that offers products and techniques designed to improve the service skills of customer contact employees. Nancy Friedman, our founder and president, presents this program. Through DVDs, CDs, web-based courses, books, audio programs and facilitator-led workshops, Telephone Doctor has helped tens of thousands of organizations increase revenue, improve customer satisfaction ratings, and reduce employee turnover. For additional information, please visit www.telephonedoctor.com.

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SELLING SKILLS FROM A to Z: The Goal of the CourseAny person that conducts business on the telephone for any organization plays a critical role in that organization’s success. Given the importance of that function, this course has one goal: To improve the performance of your organization’s employees by focusing on the principal elements of customer service communication and by providing a framework for excellence.

Objectives:In support of this goal, participants who have successfully completed this course will have demonstrated, through written and/or verbal exercises, the ability to:

Apply the individual tips and techniques presented to their specific work situation.

List at least one communication tip or technique for each letter of the alphabet.

State the importance of attitude and creativity in providing high quality customer service.

Recall the recommended techniques for communicating warmth and friendliness to customers on the telephone.

Before and After Skills InventoryIf your participants are using the Selling Skills from A to Z Workbook, turn to page 10 of this Leader’s Guide for instructions. Read the instructions aloud and give the participants 5-10 minutes to complete the exercise on pages 3 and 4 of the Participant Workbook.

NOTE: In an effort to evaluate the effectiveness of their training programs, many organizations have adopted pre-test/post-test participant evaluation requirements. The design of Telephone Doctor’s Before-and-After Skills Inventory makes it ideally suited for this purpose.


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The long-term value of this program creates a need to utilize the content in a variety of methods. The following outline is based on a more traditional approach of showing the program in its entirety, then participating in discussions. Additional uses include:

One Key Point at a time during a staff meeting. Use a single segment as a Buy-In Activity. Group Key Points together to create a unique training session to address specific issues. Individual Key Points can be used to add another dimension to other training programs.

Training Outline: Selling Skills from A to Z I. Introduction to the Topic (See “The Goal of the Course” page 4) (Approx. 5 min.)

A. State the goal of the course in your opening comments.B. Include the class objectives.

II. Getting Acquainted (see “Tips for Trainers” pages 7-8) (Approx.15 min.)A. Introduction of trainer.B. Use an icebreaker activity or buy-in activity.C. Administer: Before-and-After Skills Inventory. (Also in Participant Workbook page 4)

III. View entire DVD program: Selling Skills from A to Z

IV. Skills Practice (32 min.)A. Select Key Points to reinforce. (Examples shown below A, F, P, S, T)B. Complete the selected activities.C. Use corresponding worksheet provided in Participant Workbook to reinforce.

V. View segment “A” – Ask for Time to Talk (2 min.)Application of Key Point “A” (Approx. 5-7 min.)A. Ask discussion questions provided in Leader’s Guide.B. Participants complete accompanying workbook pages.

a. Always ask your prospect or customer for their time.b. If your prospect doesn’t have time, ask for a better time to talk and make an appointment.c. Asking for time is polite and non-intrusive; it will set your organizati on above others.

VI. View segment “F” – Four Killer Words (2 min.)Application of Key Point F (Approx. 5-7 min.)A. Ask discussion questions provided in Leader’s Guide.B. Participants complete accompanying workbook pages.

a. When calling customers, avoid the four killer words: “Hi, how are you?”b. Use creative alternatives to begin the conversation.c. Optional: Use Round Up the Killers activity.

VII. View segment “P” – Practice Being Positive (2 min.)Application of Key Point P (Approx. 5-7 min.)A. Ask discussion questions provided in Leader’s Guide.B. Participants complete accompanying workbook pages.

a. If a customer question calls for a comment, answer with a positive one.b. Practice being positive.c. Optional: Use That Positive Spark activity.


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VIII. View segment “S” – Smile ( 2 min.) Application of Key Point “S” (Approx. 5-7 min.) A. Ask discussion questions provided in Leader’s Guide. B. Participants complete accompanying workbook pages.

a. SMILE! Your customers can hear it.b. Keep a mirror by your phone to check your facial expressions when you talk.c. Optional: Use For Smiling Out Loud activity.

IX. View segment “T” – Tie Downs ( 2 min.) Application of Key Point “T” (Approx. 5-7 min.) A. Ask discussion questions provided in Leader’s Guide. B. Participants complete accompanying workbook pages.

a. Use a series of tie downs to get your prospect to agree with you.

X. Wrap Up (10 min.) A. Select method of review. B. Use a commitment activity. C. Ask participants to complete evaluation.

Note: The total length of this class as outlined here is approximately *1 hour and 40 minutes.(All Telephone Doctor programs can be made into several length sessions–from showing the program–a mere 32-minute program from takeoff to landing–or as much time as you need, up to a full day program. It’s whatever you put into it.)

*For each skill practice included in the session, increase the total length of the class by approximately 7 minutes.


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Tips for TrainersIn order for participants to receive the maximum benefits from this course, here are some tips for success.

Assemble Learning Resources

1. Locate the DVD program: Selling Skills from A to Z.

2. Use Selling Skills from A to Z Participant Workbook; this will greatly enhance the training.

3. You’ll need:A. A TV and DVD player or computer with DVD capability.B. A flip chart or white board and markers, or chalkboard and chalk.

Create a Comfortable Learning Atmosphere

■ Choose a comfortable, well-lit room with no distractions.

■ Arrange straight tables in a U-shaped set-up or use round tables. Either way, it is important that each participant be able to make eye contact with other participants.

■ Use name tents or name tags for participants.

■ Encourage note taking by using the Participant Workbooks or supply pencil and paper.

■ Introduce yourself. Give the participants a brief sketch of your background, your experience and how you relate to the training subject. The more comfortable the participants are with you, the more effective you will be in facilitating their learning.

■ Allow the participants to get comfortable with each other. Use self-introductions or icebreaking exercises to get the group relaxed.

1. The participants can use your introduction as a model, which will help them overcome any natural reluctance to talk about themselves.

2. Divide the class into groups of two. Give each pair of participants a few minutes to interview each other. Each one in turn introduces his or her partner to the group. This will speed the process of getting the participants to function as a group.

3. Multiple sources for icebreaker exercises exist. Bring your own or visit your favorite bookstore or local library for ideas.

■ Schedule breaks as needed.

■ Acquaint the participants with “housekeeping” items. Advise the participants regarding the important features of the training environment (e.g., location of restrooms and lounge facilities, breaks, etc.).

■ Establish clear goals. The specific learning objectives for this class are included in the Leader’s Guide (page 3). Keep in mind that the clearer the participants’ understanding of their objectives, the more likely it is that they will achieve those objectives.


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Tips for Trainers (continued)

Involve the Participants

1. The corresponding Selling Skills from A to Z Participant Workbook provides a Before-and-After Skills Inventory. The Before-and-After Skills Inventory has a dual purpose. It can be used as a pre-test/post-test exercise or as a buy-in activity. Using the Skills Inventory sets the stage for immediate involvement.

2. Choose the vignettes that best meet your needs. Decide the viewing method that works best (start/stop, all inclusive, minus the review segment, etc.).

3. When using the Participant Workbook, there is a variety of ways to complete the questions.

A. Divide the participants into two groups, assign each group a page, and have the group prepare to discuss one or two questions from each page.

B. Prior to class, facilitator selects most pertinent questions to be completed during class.

C. Assign homework to participants to complete remaining questions. Be sure to let participants know when you expect the completed assignments.

4. Verify participant understanding by asking questions. Make the participants do most of the work. Resist the urge to take over. Facilitate – but don’t dominate. Ask questions, coax answers, and encourage give and take.

A. Encourage involvement of participants by beginning questions with such phrases as:1) “What did you think about that?”2) “Tell me what you just saw.”3) “That was interesting; what was your take on it?”4) “What were your initial impressions?”5) “How did that make you feel?”6) Don’t forget, “How do you think the customer felt?”

B. Reduce participant’s apprehension by positively reinforcing their comments with statements such as:1) “That’s interesting; tell me more about what you mean.”2) “I hadn’t considered that angle yet.”3) “Okay, thanks for sharing that with us.”4) “That’ll be one of the things we need to consider.”5) “I really like your insight.”6) “That’s sure a unique perspective. Who else has some ideas?”

C. Reward participants for their enthusiastic participation. Prizes always are coveted. And, of course, candy (preferably chocolate) always works!

5. Here are some questions to discuss with the group before viewing the program.A. What do you think are the characteristics of a good salesperson?

1. Rapport building2. Presentation skills3. Friendliness4. Closing skills

You’d be right, of course. These are all factors for a successful sales career. But there are many more factors that can make or break you as a sales professional.


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Tips for Trainers (continued)

6. Some of the purposes of this program are:Answer:A. To show you 26 important factors from A to Z that are vital to a successful sales call.B. To learn 26 skills that will leave a positive impression with every caller.C. Establish DOs and DON’Ts of fundamental sales communications.


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Before and After Skills Inventory

ANSWERS ARE IN BOLD TYPE

Before watching the program Selling Skills from A to Z, instruct participants to answer the questions below to the best of their ability. Don’t score answers yet. At the end of the course, complete the second part of the Before and After Skills Inventory and then score both their “Before” and “After” responses. You’ll find the correct answers on page 38 of the Participant Workbook (and in bold below). The difference between the two scores will show participants how much they have improved.

Before After 1. A major reason business is lost is simply that the rep didn’t ask the

prospect to buy. (T or F) _______ _______

2. It’s always a good idea to avoid humor as much as possible when you’re on a business call. (T or F) _______ _______

3. When you’re talking with a customer, which of the following words should you use least? _______ _______

a. youb. Ic. we

4. When dealing with rejection from a customer, it’s important to remember that in most cases the customer is not rejecting: _______ ________

a. you as an individual.b. the offer you’ve made or the cost involved.c. the company itself or its product.

5. Assuming someone else is involved in a buying decision may offend yourcustomer and should be avoided. (T or F) _______ ________

6. When giving verbal feedback to a customer, you should use the same response over and over again. (T or F) _______ ________

7. Which of the following greetings should be avoided in telephone contacts

with customers? _______ ________a. Good morning, Mrs. Smith. Hi, how are you?b. Good morning, Mrs. Smith. Thanks for taking my call.c. Good morning, Mrs. Smith. Nice to meet you by phone.

8. Making a question out of the last few words the other person said is an effective way to get information because it does all the following except: _______ ________

a. assure the customer that you’re listening.b. keep you from having to develop your own question.c. is smooth and non-confrontational.

9. When explaining a product or service to a customer, it’s important to remember that the terms “features” and “benefits” mean the same thing. _______ ________

(T or F)


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Before-and-After Skills Inventory (continued)

Before After

10. Expressions like “Let me be honest with you.” should be avoided because: ________ _______

a. customers don’t really want to hear the truth.b. they sound too much like a sales pitch.c. they destroy your credibility.

11. Using one word answers with your customers: ________ ________a. sounds cold and unfriendly and should be avoided.b. is much more efficient and should be done often.c. really doesn’t matter one way or the other.

12. When you leave your work area at the end of one day, it should be ready for the start of the next one. (T or F) ________ ________

13. When you run into a tough situation: ________ ________a. refer it to your supervisor.b. look for a creative solution.c. wait awhile—things have a way of working out.

14. Most of the calls you make in the course of a day will not have a specific objective or goal. (T or F) ________ ________

15. When you accept a customer’s excuse for not buying, you’re really buying from them instead of them buying from you. (T or F) ________ ________

Total CorrectBefore After


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Key Point “A” – Ask for Time to Talk

Discussion Questions:1. When we call prospects, clients, or anyone, they probably are not sitting there with nothing to do.

They are busy doing their own work. Think about the sales calls you have received in the past. What were you doing?

Answer:Listen to participants’ responses. Examples might include:A. Working on a report. B. Discussing a project with a coworker.C. Cooking or eating dinner.D. Preparing to leave for an appointment.

2. When making sales calls, think of some better ways for your organization to stand out among the others when calling prospects.

Answer: A. “Hi Darius, this is Eric Young with First Gigantic Bank. Do you have a quick moment for me?”B. “Hi Darius, this is Eric Young with First Gigantic Bank. Could you please give me a quick moment of your

time? I’ll be brief.”

3. For those who may be reluctant to give up control of the conversation, what’s the best way to approach the customer?“Darius, this is Eric Young with First Gigantic Bank. If I’ve caught you at a bad time, please let me know.”

Skill Practice - Activity #1

In some cases, the prospect or customer will tell you they don’t have time to talk. Simply ask them for a better time to talk and make an appointment to call back at another time. Practice alternatives that you can say to launch your conversations. See corresponding pages 39 & 40 in Participant Workbook and pages 58 & 59 of this Leader’s Guide for the A-Z chart to reinforce these skills. Ask participants to refer to this chart for each of the 26 letters or phrases covered during this workshop. They should add their own words to fit their specific situation.

TELEPHONE DOCTOR® PRESCRIPTION:1. Always ask your prospect or customer for their time.2. If your prospect doesn’t have time, ask for a better time to talk and make an appointment.3. Asking for time is polite and non-intrusive; it will set your organization above others.


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Key Point “B” – Benefits

Discussion Questions:1. What is the difference between features and benefits?

Answer:A. Features tell. Features are the facts.B. Benefits sell. Benefits are what these facts will do for the customer.

2. Your organization's products and services have features and characteristics that make them unique. What converts these features into benefits for your customer and sales for your organization?Answer:A. You provide the link. People make buying decisions based on benefits, not features. Be prepared to

explain the features of your product or service in terms of how they will benefit your customer.

3. What are some phrases that will make it easier to discuss benefits with your customers?Answer:A. “What that means to you is . . ..”B. “Here’s why that’s important to you.”

Skill Practice – Activity #2

Divide the class into groups of two or three participants each. Assign each group a product or service with which they are familiar. Have one participant name a feature, and let the other participant(s) give at least one example of a potential benefit. Switch roles among the participants until all have had a chance to practice linking features and benefits.

Remember, features are what most salespersons stress. Benefits are what customers buy.

TELEPHONE DOCTOR® PRESCRIPTION:1. Features are facts. Benefits are what these facts will do for the customer.2. People want to know what’s in it for them. Customers buy benefits, not features.


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Key Point “C” – Closing

Discussion Question:1. As the program pointed out, in any customer contact the closing is what makes the difference between a

conversation and a transaction. What exactly does "closing a sale,” mean?Answer:A. Asking for the order.B. Getting the order.


Have the participants write a single closing and a dual closing question.

Close Hangers

A proper close is essential to any sale. Without it, your contact with the customer is as incomplete as the sentence fragments below. Each one started out as a good closer, but the ends were knocked off. As you repair these “Close Lines” think of effective closers you can use in your own situation.

C 1. When do you want . . . A … the beige model or avocado?E 2. How would you like . . . B … two-day or overnight?G 3. At which location . . . C … to come in for your fitting?B 4. Shall we ship . . . D … should this be delivered?A 5. Would you like . . . E … to have the donation listed?H 6. How soon would you want . . . F … will you be needing on this order?I 7. Will we be sending the subscription G … will you be picking up your order?F 8. How many . . . H … to schedule the installation?J 9. Shall we bill this . . . I … to your home or to your office?D 10. To what address . . . J … to your credit card or by invoice?

TELEPHONE DOCTOR® PRESCRIPTION:1. A major reason business is lost is that no one ever asked the prospect to buy.2. Without a close, a customer contact is only a conversation, not a transaction.3. Be sure to ask closing questions.


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Key Point “D” – Discipline

Discussion Questions:1. Discipline can mean a number of things. What does discipline in a sales career mean?

Answer:

A. Self-control.B. Great work habits.C. Time management.D. Goal setting.


Top performing salespersons exhibit discipline: practice self-control, maintain good work habits, manage their time well and set goals to measure their accomplishments. A top salesperson will not only set goals, but often will exceed their own goals.

Ask participants to work independently for a few minutes to self-examine their existing sales practices and think of at least one way they can improve or change their approach, using discipline. Ask for volunteers to share their answers.

TELEPHONE DOCTOR® PRESCRIPTION:1. Discipline builds successful sales.2. Practice self-control, good work habits and time management.3. Set goals.


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KEY POINT “E” – Echo Questions

Discussion Questions:1. Echo questions, using the customer’s last few words to form an inquiry, are a smooth and effective way of

gathering more information. What are some of the advantages of using this technique?Answer:

A. It avoids more challenging or confrontational questions like, “What do you mean?” etc.B. It provides reinforcement and reassurance to the customer that you’re paying attention to his or her

needs.

2. What three things should you do when asking an echo question?Answer:

A. Repeat the last few words spoken by the caller.B. Raise the tone of your voice slightly at the end to convert the words into a question.C. Pause to allow the caller to provide more information.

Skill Practice – Activity #5.

To illustrate the effectiveness of echo questions and to allow the participants to practice using them, select one member of the class to the be “questioner” and one to be the “responder.”

Have the “responder” read aloud the opening sentence from an item in the daily newspaper or other printed material. The “questioner” should then use echo questions to encourage the “responder” to read further. If time permits, repeat the exercise with other pairs of participants.

TELEPHONE DOCTOR® PRESCRIPTION:1. Use echo questions to get more information in a very smooth way.2. Phrase your question using the key words from the caller’s last statement.3. Raise the tone of your voice slightly at the end to convert the words into a question.


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KEY POINT “F” – Four Killer Words

Discussion Questions:1. Sales calls are enough of a challenge without needing to alert your prospect that a sales call is coming in.

There are four killer words, like the blast of a foghorn, that warn the prospect, “SALES CALL COMING IN!”“Hi, how are you?” Your likely thought or comment would be: “Okay, what are you selling?” Or if you asked that question and the prospect started telling you all his problems, all his aches and pains, that would be a clear message that you have just used the four killer words.

The four killer words are, “Hi, how are you?” They have the power to kill a new conversation, a sales prospect, or even a good day. Why is this a dangerous question, particularly with someone you’re speaking to for the first time?Answer:A. You probably don’t really care how they are doing.B. You’re giving up control of the conversation.C. It’s usually regarded as a tip-off that you are trying to sell something.D. It’s insincere.

2. Recall a recent telephone call you received at home or at work in which you were greeted with, “Hi, how are you?” If your reaction was negative, it probably changed the course of the conversation. How would a reaction like that from your customers make your job harder?Answer:A. It creates a poor first impression.B. The customer may hang up or lose interest.C. You need to work harder to regain control of the call.

3. Think back to how you greeted the other members of this class when the training session was starting. List the alternatives to the four killer words you used in these greetings, and note the responses you got. Do you think you would have gotten the same response to, “Hi, how are you?”


Round Up The Killers

By now you know that “Hi, how are you?” is a killer phrase. Unfortunately, it’s not the only one. In fact, there is a whole gang of killer phrases, some of which are hidden in the list below. No need to gather a posse though. Just marshal your wits, wade into the crowd and round up the killers. Circle the greetings to avoid.

“How are things going?” “Nice to meet you by phone.”“I’m glad I was able to reach you.” “How’s business?”“You doin’ alright these days?” “Thanks for giving me a few minutes.”“What have you been up to lately?” “I appreciate your taking my call.”“I’ve been looking forward to talking with you.” “How y’all been?”

TELEPHONE DOCTOR® PRESCRIPTION:1. When greeting customers, avoid the four killer words, “Hi, how are you?”2. Use creative alternatives to begin the conversation.


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KEY POINT “G” – Go Home Ready to Begin

Discussion Questions:1. Go home ready to begin the next day sounds simple, but it’s a process that has definite steps and definite

benefits. Take a few moments to list some of the specific things you can do to prepare your work area for the next day and note at least one positive result of each one.On the marker or easel board, make a chart like the one shown below. Have the participants provide entries for each blank. Some sample items are given to help you get started.

IF I TAKE TIME TODAY TO THEN, TOMORROWreplace files/references… …I’ll know where they are.throw away trash/litter… …I won’t have to look at it.

2. Presuming that you’re attending this training away from your ordinary work area, try to picture the way your area looked when you left. What changes can you make the next time you leave to prepare it better for your return?Answer:A. As participants respond from their own experience, ask for a show of hands from others in the class if the

comment applies to their areas as well. Point out that we all can improve and can learn from each other.


Discuss what steps everyone can take to improve his or her performance.

Spend a few minutes making a “Go Home Ready to Begin” TO DO LIST. Also, next time the class returns from a break, have the participants stop inside the room before they take their seats and visually check their classroom work area. How did they leave it? Point out that practice makes perfect.

TELEPHONE DOCTOR® PRESCRIPTION:1. Go home ready to begin the next day.2. Remember, what you leave today will be waiting for you when you return.


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KEY POINT “H” – Humor

Discussion Questions:1. Humor can be a very effective tool in building rapport with customers. However, like a gas-powered, air-

cooled, 24-horsepower chainsaw (or any other tool), it can cause a lot of damage if used incorrectly. What precautions can you take to make sure you use this tool safely?Answer:

A. Take your cue from the customer – humor is a response tool.B. Don’t go overboard. Humor is a technique, not an objective.C. Keep your humor appropriate to the customer, the conversation, and the circumstances.

2. Like sunshine, exercise, and mom’s home cooking, we can cause ourselves problems by indulging in too much or too little humor in dealing with our customers. What are some negative effects of using too much humor and of using too little?

List the negative effects of too much or too little humor, using the activity below.


Humor Is A Funny ThingHumor should be a “response only” technique on the telephone because we have limited information about the other party’s mood or situation. In the table below, customer circumstances were matched with the unexpected responses they gave to uninvited humor. Unfortunately, someone has mixed up the responses (probably trying to be humorous). As you reunite the pairs, notice that sometimes humor isn’t funny.

USING HUMOR WITH SOMEONE WHO . . . MIGHT BRING A RESPONSE OF . . .C 1. . . is having a bad day A. “If you people had less joke time and more job

time you’d make less mistakes.”B 2. . . received an incorrect or defective shipment B. “That’s funny, but the last shipment I got certainly

wasn’t.”D 3. . . has been on hold for an extended period C. “I’m glad you’re having fun.”

A 4. . . has just discovered a billing error D. “Is that what I’ve been waiting all this time for?”

E 5. . . received poor service on a previous call E. “Why can’t I ever have a normal conversation with you people?”

TELEPHONE DOCTOR® PRESCRIPTION:1. When the other party uses humor, respond in kind with gentle humor.2. Be careful to use humor appropriately.


TOO MUCH HUMOR1. Appears unprofessional2. Loss of focus on customer needs3. Wastes time

TOO LITTLE HUMOR1. Customer may feel ignored2. Gives impression of inattention

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KEY POINT “I” – Irritates

Discussion Questions:1. Most people, ourselves included, find it easier to view things from the first person point of view (I, me, my,

etc.). After all, that’s the person with whom we’re most familiar. If it is so natural, why does it become a problem in dealing with customers?Answer:

A. Customers are mainly concerned with their wants/needs, not ours.B. Excellent customer service requires that we put the customer at the center of our focus.C. Customers need to know that they’re important to us.

2. To develop the habit of avoiding the use of “I” in talking with customers will take some practice. Suppose you decided to quit using “I” completely for one day. How difficult do you think it would be? What are some of the challenges you might face in learning this skill?Answer:

A. Allow the participants to share their ideas on this in open discussion

3. Let customers know they are important by using the word, “You.” Examples: “You’ll have immediate coverage.” “This plan really makes sense for you.” What other alternative words could you use for “I?”Answer:

A. A more credible alternative to “I” is to use “our,” “we,” “experts say,” “our customers tell us,” etc.


Keep An “I” OutEliminating the “I” from your conversation with customers is a matter of getting used to approaching things from a different direction. To help yourself get more comfortable with doing that, review the list of “I” openers below. Restate each one using “You”, “We”, “Let’s”, etc.

“I think this is the best choice for you.” ___________________________________

“I know you’re going to like this.” ___________________________________

“I can get that for you today.” ___________________________________

“I’ve had a great response to this product.” ___________________________________

“I need to know the billing address.” ___________________________________

“I’m returning your call from yesterday.” ___________________________________

“I handle requests like this all the time.” ___________________________________

TELEPHONE DOCTOR® PRESCRIPTION:1. Avoid the word “I”. 2. Talk with customers from their point of view.


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KEY POINT “J” – Jerry’s Pet Peeve

Discussion Question:

1. Providing excellent customer service means exceeding the needs of our customers. By making a negative comment or raising an instant objection, the customer seems to be telling us we have failed to do so. What should (and should not) be done in a situation like this?Answer:

A. Above all, don’t reinforce (or cement) the customer’s negative thought.B. Keep in mind that the customer has made the negative comment for a reason.C. Remember that the comment you’ve just heard is a symptom. Expressing a willingness to help, and

asking a question or two will allow you to find the root problem. You’ll then be free to make your presentation, and may have saved a good customer in the bargain.

Skills Practice – Activity #10

Think of a sales call that you have made in the past where the prospect caught you off-guard with an objection about your organization, product or service. How did you react? Is there a better way you could have handled the objection? Discuss. Be prepared to share your answer.

TELEPHONE DOCTOR® PRESCRIPTION:1. Don’t cement a negative or objection.2. Get details by asking questions and offer to help.


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KEY POINT “K” – Know Your Objective

Discussion Question:

1. The program pointed out that determining your objective before dialing the phone is a hallmark of successful sales professionals. What is the relationship between objectives and success?Answer:

A. Objectives are the tools we use to measure or define success. If you don’t know what you intend to achieve, how will you know when it’s been accomplished?


When planning a vacation, you need to have objectives. Where to go, how much to spend, where to stay, what to see, what route to take. Just as you need to plan a vacation, you need to plan your sales objectives.

Ask the participants to independently write down their specific objectives in attending this training session. Participants will not share their answers.

TELEPHONE DOCTOR® PRESCRIPTION:1. Be sure you know your objective before every call.2. When you know what you want to achieve, you will know when it is accomplished.


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KEY POINT “L” – Let’s

Discussion Question:1. The program recognized, more than once, the importance of closing the sale properly. At one point, Nancy

suggested the use of the word “Let’s” as an effective closing technique. What makes this a more workable approach?Answer:

A. It reinforces the cooperative nature of your customer service effort. You’ve worked hard to build rapport. Don’t abandon it now.

B. It’s gentle, proactive and low-pressure; gently urging the prospect to buy.”

TELEPHONE DOCTOR® PRESCRIPTION:

1. “Let’s” shows cooperation with buyers. It’s low-pressure, proactive and gentle.2. “Let’s” maintains control of the conversation.3. “Let’s” displays confidence in your ability and customers will comply.


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KEY POINT “L” – Let’s (Cont .)


“Let’s go!” gets much better results than “Go!” Allow the participants to experience the difference for themselves. Have one of them read three instructions from an owner’s manual, user’s guide, or other similar document. Then have another participant give a revised form of those instructions using “Let’s.” Repeat as time permits.


ANSWERSExamples:

Let’s get your shipping address so I can process your order.

Let’s get you set up for delivery, do you have a particular date in mind?

Let’s get your order totaled, is there anything else you need?

Because of your enthusiasm and hard work in customer service, you have been asked to assist some new sales people in learning to be more effective in their closing techniques. Right now, they’re using some of these more directive (even bossy) statements. Help them by rewriting the statements using the word you know will work. Ready? Let’s go!

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KEY POINT “M” – Monogram the Call

Discussion Questions:1. Telephone Doctor says, “KNOW THE NAME? USE THE NAME!” Addressing your customer by name goes a

long way toward overcoming the impersonal nature of a telephone contact. Why would it make such a difference?Answer:

A. Our names personalize us. Addressing your customer by name is a gesture of friendliness that can warm the entire contact.

B. People also like to be recognized as unique individuals. Hearing their name tells them they’re getting personal attention, and that’s an important part of excellent customer service.

2. As with most good ideas, using the customer’s name can backfire if it is not done correctly. What are some of the mistakes you should avoid in this area?Answer:

A. Be sure you know and use the correct pronunciation and spelling of the person’s name. Saying the name wrong is worse than not saying it at all.

B. Don’t overdo it, too much of a good thing can be a real problem.

Skills Practice – Activity #13At some point during the discussion, instruct the participants to begin using each other’s names as they ask questions or share experiences. What differences did they notice after the change was made?

TELEPHONE DOCTOR® PRESCRIPTION:

1. When you know the other party’s name, use it in your conversation.2. Don’t overdo it.


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KEY POINT “M” – Monogram the Call (Cont.)

Name Game

There’s no better time to start using your customer’s name than in the first sentence of your conversation. It may seem a bit awkward at first, but practice is the name of the game. For each of the situations below, write down an opening sentence that uses the other party’s name. Your new skill will soon be a plus to someone -- namely you. KNOW THE NAME? USE THE NAME!

1. You’ve just dialed the number of your customer contact. You found out last week that a new person has been assigned to the position, but you haven’t spoken with the new buyer yet. The phone isanswered and the person says, “Good morning, Purchasing Department, this is Keisha.”

__________________________________________________________________________________

2. Your boss, Mrs. Smith is attending a conference today, and you’ve been asked to take a call for her. The caller on hold is Mr. Goodman, VP of Operations, from your organization.

__________________________________________________________________________________

3. Karen, of Fortune Insurance, called while you were at lunch. Although she is a longtime customer, you haven’t heard from her in two months. You decided to return her call right away. She’s just answered the phone.

__________________________________________________________________________________

4. Jeremy, who owns First Emerald Bank, has just opened an office in your area. He got your name from one of his clients and has called to inquire about setting up an account with your company. He’s been on hold for about thirty seconds.

__________________________________________________________________________________


Name Game - ANSWERSExamples:Hello Keisha, this is Jeremy Miller with Emerald Bank.

Thank you for holding, Mr. Goodman, this is Keisha in Purchasing. Mrs. Smith asked me to take your call, as she is attending a conference today. How may I help you?

Hi Karen, this is Jeremy returning your call. It’s good to hear from you. How can I help you today?

Thank you for your patience, Jeremy. This is Karen, and I am ready to answer your questions and help you set up your account.

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KEY POINT “N” – Naturally Inquisitive

Discussion Questions:1. Asking nosy or irrelevant questions can cause serious problems in dealing with customers. But not all

personal questions are nosy. How can the right kind of personal question actually help customer service?Answer:

A. They let our customers know we want to give them individualized, personal service.B. They help us learn more about the customer, enabling better service.C. They strengthen our rapport with the customer.

2. If asking the right kind of question is helpful, and asking the wrong kind is harmful, it’s essential to know the difference. What are the main characteristics of a naturally inquisitive question?Answer:

A. It has a legitimate business purpose.B. It expands the conversation.C. It gains information to better serve the customer.


To show how being naturally inquisitive can generate information, select a participant to make a one-sentence statement about his/her career, schooling, etc. The next participant should ask a pertinent question, and reinforce the answer with a statement. Another participant then asks an appropriate question and makes a statement. Continue until all have asked and answered.

TELEPHONE DOCTOR® PRESCRIPTION:1. Learn more and build a rapport. 2. Be naturally inquisitive, not nosy.


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KEY POINT “N” – Naturally Inquisitive (Cont.)

Question Marks

When a customer gives us a bit of information, the next question we ask can make or break our rapport with that individual. Because of that, it’s important to know what kinds of questions to ask. Listed below are some customer statements, each one followed by two questions. If the question is appropriate, mark it with a check. As you do, imagine the response you might get to the wrong question in each case.

1. We’re building an addition onto our house. I’ll bet you’re excited. When does construction start?

Wow! How much is that gonna set you back?

2. I just moved here from Philadelphia. Really? How big of a relocation allowance did you get?

That’s a beautiful city. Had you lived there long?

3. I’d like to find a smaller apartment. Oh, I see. Having trouble making the rent payments? A lot of people are doing that lately. What part of town do you prefer?

4. We’ll be opening another new location this spring. Congratulations on your growth. Where will the new facility be located? Business must be good. How much are they paying you these days?

5. I’ve just been promoted to Branch Manager here. Good for you! Say, are those promotions as political as I’ve heard? Good luck on the new job. What was your previous assignment?


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KEY POINT “O” – One Word Answers

Discussion Question:1. At first, the use of one-word answers may seem like a good idea. After all, it gives you a way to acknowledge

a customer’s question or comment without wasting a lot of your time or theirs. The difficulty is that one-word answers send unintended messages. What are some of these?Answer:

A. One word answers may give your customers the mistaken idea that:1. you’re cold and unfriendly;2. you don’t want to talk

2. To keep from giving your customer the wrong impression, guard against using one-word answers to their questions or comments. What specific techniques can you use to accomplish this?Answer:

A. Make a conscious effort to speak in complete sentences. (After a while, you’ll notice it’s quite natural and your customers will appreciate it.)

B. Remember that extra words are free, be generous.


Respond to any closed-ended questions from the participants during this activity with a simple “Yes” or “No.” Then allow the participant to re-phrase the question in a more effective way. One way the participants can help each other in this area is to listen for one-word answers during class discussions. Ask them to wait until the person giving the one word answer has finished a complete sentence before they respond.

TELEPHONE DOCTOR® PRESCRIPTION:1. Avoid one word answers; they’re unfriendly.2. Extra words are free, so be generous.


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KEY POINT “O” – One Word Answers (Cont.)

Going to Greater Lengths

Giving your customers one-word answers may also give them the idea that you’re being unfriendly, or are not sincerely interested in helping them. Getting used to giving warmer, more complete answers may take a little help. Luckily, you have that in each of the one-word situations below. Your sentence stretcher, Ernest Steffort has given you room to expand your answer. Use the line for the better reply.


Going to Greater Lengths - ANSWERS

I certainly do, how can I help?

We’d be happy to schedule your installation as early as Tuesday.

You called the right place. I’ll be happy to help.

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KEY POINT “P” – Practice Being Positive

Discussion Questions:1. Many times during a customer contact, the customer may ask a question or make a statement that gives you

an opportunity to comment about your organization, product, or service. How should you respond?Answer:

A. Always answer with a positive statement. Let the customer know you have:1. a great organization.2. a product of quality.3. excellent service.

2. Chances are, the customer’s question or comment is just a way of making conversation. If that’s so, why is it important to answer correctly?Answer:

A. A negative comment from you could cause the customer to have second thoughts about whether yours is a good organization.


Being positive sometimes takes practice. Ask the participants to jot down a one-sentence description of their most memorable customer in the last month. Then ask them to note their most memorable positive contact. Are they the same?

TELEPHONE DOCTOR® PRESCRIPTION:1. If a customer question calls for a comment, answer with a positive one.2. Practice being positive.


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KEY POINT “P” – Practice Being Positive (Cont.).

That Positive SparkA negative comment from you can drain the energy from your contact. You can charge up your customer with a positive approach.

Each of the customer questions has a pair of responses, one positive and one negative. Connect each to its proper clip and you’ll be less likely to short circuit your customer service potential.

Practice Being Positive!


That Positive Spark - ANSWERS

- Pretty good for this place, I guess.+ Better than ever, thanks to folks like you!

+ Just great, thanks. How about with you?- In this madhouse? You must be kidding.

+ Fantastic! How’ve you been?- Pretty slow lately, but I guess you have to expect that.

- Around here, the only good time is quitting time.+ It’s always a good time to talk with a customer.

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KEY POINT “Q” – Qualifying

Discussion Questions:1. Let’s face it. Qualifying a prospect is not exactly nuclear thermodynamics. It’s simply a matter of finding out if

the person you’re dealing with makes the final buying decision. So, why not just come right out and ask, “Are you authorized to do this?”Answer:

A. Phrasing the question in this way may be seen as confrontational or offensive to the customer.B. You also might be making more work for yourself. If the customer says, “No,” you then have to ask who

does make the decision, which is what you wanted to know in the first place.

2. What would be a better way to phrase the qualifying question to avoid the drawbacks of the head-on approach?Answer:

A. A better approach is, “Who else needs to be involved in this decision?”

3. This is more effective because:A. It presumes someone else is involved. If that’s not the case, the prospect’s answer will tell us.B. It eliminates the need for a second question. Open-ended questions like this one are always more

effective in gathering information.C. It doesn’t undermine the authority of the person involved.

TELEPHONE DOCTOR® PRESCRIPTION:1. When qualifying a prospect, to avoid being offensive, presume someone else is involved


33


KEY POINT “Q” – Qualifying (Cont.)


Open-and-Shut Mystery

Your effectiveness in qualifying a prospect can depend heavily on whether you use open-ended or closed-ended questions to get the information you need. For each of the qualifying questions below, circle the letter in the Open column if the question is open-ended. Circle the letter in the Closed column if it’s a closed-ended question. Then use the circled letters to complete the question you’re ultimately trying to answer.

OPEN CLOSED 1. Do you have permission to place this order? B W 2. Who makes the final decision on this? H C 3. To whom will this go for approval? L D 4. Is this purchase within your authority? F S 5. Do you have the final say on this? G S 6. Besides yourself, who needs to review this decision? N H 7. Once you have approved this, what other steps are needed? V J 8. Who are the others who need to “sign off” on this sale? L K 9. You can’t approve this on your own, can you? L V10. Do you have to go to someone else for an okay on this? M D

THE REAL QUESTION IS:

_ _ O E _ _ E I _ I _ _ O _ _ E_?W H L S S N V L V D


Open and Shut Mystery - ANSWERS

1. W 6. N2. H 7. V3. L 8. L4. S 9. V5. S 10. D

34


KEY POINT “R” – Rejection

Discussion Questions:1. Despite your best efforts, you may occasionally have a customer who responds to you with a rejection. “No” is

never pleasant to hear, especially when putting forth your time and effort to make the sale. How do you keep from taking these rejections personally?Answer:

A. Remember that everyone has an occasional setback. All of the most successful salespeople experience rejection from time to time. The more successful the salesperson, the more rejections they receive.

B. Also keep in mind that the customer probably isn’t rejecting you personally. Customers are more likely rejecting one of the following:1. The offer.2. The organization.3. The product.4. The price.5. The timing.

2. Successful people have gotten that way by turning setbacks into comebacks. How can you apply that idea to dealing with a customer’s rejection?Answer:

A. Take the time to find out exactly what the customer is rejecting. That little bit of extra effort pays off because it allows you to:1. learn more about your customer’s needs, making you better prepared for the next contacts.2. let your customers know you’re interested in working with them in the future, which builds rapport.

B. Keep setbacks in perspective.


To illustrate that setbacks are part of every occupation or profession, make a chart similar to the one below on the easel or marker board. Have each participant add an occupation and objective to the list.

EVEN THE BEST… DOESN’T ALWAYS…batter hit a home rundoctor cure the patient

TELEPHONE DOCTOR® PRESCRIPTION:1. Keep your setbacks in perspective. 2. Don’t take rejection personally.


35


KEY POINT “R” – Rejection (Cont.)

What Went Wrong?

Rejection is a setback, but it can also be a means for improvement. Like the quality control team in a factory, we can learn what adjustments to make by knowing what caused our “rejects”. Read the typical rejection statements below, then mark the rejection stamp to show what element was being declined by the customer. (Note that “YOU” is not one of the choices.)


What Went Wrong? - ANSWERS

We’ve already ordered our supply for this month.Rejects TIMING

You people aren’t getting any more of my money!Rejects COMPANY

Call me when you’ve got a deal worth talking about.Rejects PRICE

No, we’re going to need something that will last.Rejects PRODUCT.

36


KEY POINT “S” – Smile

Discussion Questions:1. Whether you’re talking with a customer in person or on the telephone, it’s important to remember to smile.

Why?Answer:

A. A smile warms up the entire conversation.B. It’s an expression of friendliness.

2. Face-to-face conversation is one thing, but many people view a telephone call in a different way. If the person on the other end of the line can’t see you, what difference does it make if you’re smiling or not?Answer:

A. Tests have shown time after time that you can actually hear a smile.B. If you’re smiling while you speak, your enthusiasm and personality will come through. Your customers will

recognize and respond to your smiling voice.C. It takes more muscles to frown than it does to smile. Why over work?.


Have the participants face the front of the room, and then ask each one in turn to say his or her work telephone number aloud. How many smiles could be heard? Repeat the process and see if the number increases.

TELEPHONE DOCTOR® PRESCRIPTION:1. SMILE! Your customers can hear it2. Keep a mirror by your phone to check your facial expressions as you talk.


37


KEY POINT “S” – Smile (Cont.)

For Smiling Out Loud

When you’re talking on the telephone, putting a smile on your face actually puts a smile in your voice. To show the difference this can make, your facilitator will ask three participants to read the statements below aloud. Without looking at the reader, circle the facial expression that best matches what you hear. What kind of face do your customers hear?


38


KEY POINT “T” – Tie Downs

Discussion Questions:1. As you talk with a prospect, an important goal is to get your prospect to agree with you. What is an effective

way to do this?Answer:

Use a series of statements called tie downs.Examples:1. “FDIC insurance is important to protect your investment, don’t you agree?”2. “Saving money by not needing to pay ATM fees is important to you, isn’t it?”

2. Tie downs are simply affirmative questions at the end of your statement.Examples:1. “Wouldn’t it?”2. “Isn’t it?”3. “Right?”4. Don’t you agree?5. Shouldn’t it?


Emphasize the importance of making a statement about your organization or service and asking the prospect to agree with the statement, as shown in the above examples. Ask participants to practice by making several statements with affirmative questions that relate to their own organization.

TELEPHONE DOCTOR® PRESCRIPTION:1. Use a series of tie downs to get your prospect to agree with you.


39


KEY POINT “U” – Understanding Needs

Discussion Questions:1. Most people agree that one of the most important elements in excellent customer service is exceeding

customer needs. But we can’t meet what we don’t know, and customer needs are not always obvious from the start, especially when we initiate the contact. How do we identify these needs?Answer:

A. The best way is simply to ask. Example: “Mr. Taylor, if you were to give a new bank a try, what do you think your biggest reason for switching might be?”

B. In addition to gathering information, the direct approach helps build rapport by making it clear to customers that you are interested in learning and meeting their needs.

2. Good listening skills are important in any customer contact, but especially so in uncovering and understanding customer needs. Why?Answer:

A. In the great majority of cases, you’ll find that the customer has multiple needs that must be prioritized, balanced, or dealt with individually.

B. It’s important to understand not only the needs themselves, but also how they interact.


There’s a big difference between understanding customer needs and simply being able to list them. To illustrate this, have the participants interview each other briefly. (This can be done in pairs or in small groups.) They should use questioning techniques to determine each other’s training needs for this course, and how those needs interrelate.

TELEPHONE DOCTOR® PRESCRIPTION:1. Customer needs are critically important—uncover and understand them.


40


KEY POINT “U” – Understanding Needs (Cont.)

The Amazing “Ask-o-Matic”

The program suggests developing a list of simple questions to help you determine and understand customer needs. To assist you in this process, here’s your very own Ask-o-Matic question generator. Practice using different combinations of the question elements to produce questions you will find effective in determining customers’ needs. (No assembly required. Use only as directed.)

Do you consider to be Main FactorWould you say is Principal ElementDo you see as Number one Concern

Have you determined to be Chief Priority

Is, in your view, Top ObjectiveWHAT Would you list as THE Leading Need IN THIS CASE?

Constitutes Key ReasonDo you think is Primary GoalWould you characterize as Most urgent Requirement

One thing would you call Critical PurposeWould you rate as Overriding Criteria


The Amazing Ask-o-Matic - ANSWERS

Examples:

WHAT do you consider to be THE principal Element in THIS CASE?

WHAT constitutes THE most urgent objective IN THIS CASE?

41


KEY POINT “V” – Vary Your Responses

Discussion Questions:1. We all have certain words, phrases, or expressions that we use over and over again. We need to be careful

not to overuse these in dealing with our customers. What wrong messages could we be sending by using the same responses over and over?Answer:

A. It can give the customer the impression that you’re answering automatically, without really paying attention, and nobody likes to be ignored.

B. Repeatedly using the same word or phrase makes you seem abrupt and unfriendly to your customers. It’s almost like saying aloud, “Would you hurry up? You’re wasting my time here.”

2. What can you do to keep from “getting into a rut” with your responses?Answer:

A. Think about your responses ahead of time. Identify the phrases and expressions you use frequently, and develop other ways of saying the same things. Make a conscious effort to use these alternatives with customers.

Skills Practice – Activity #22As a demonstration of using alternative expressions, give the class a simple phrase, such as, “I understand.” Then have each participant, in turn, express the same idea using different words. Keep the rotation going until no more alternatives can be generated.

TELEPHONE DOCTOR® PRESCRIPTION:1. Be careful not to use the same word or words repeatedly. Vary your responses.2. Have a list of various responses in front of you.


42


KEY POINT “V” – Vary Your Responses (Cont.)

Wheel Of Fortune

Overusing a particular word or phrase is a bad habit. Fortunately, you can use the wheel below to help you find different phrases or expressions to use.

ALL RIGHT

CERTAINLY

CORRECT

GOT IT

GREAT IDEA

I SEE

I UNDERSTAND

OKAYSURE

TELL ME MORE

TERRIFIC

THAT'S PERFECT

VERY GOOD

WONDERFUL

YES, (NAME)

YOU'RE CORRECT

WHEEL OF FORTUNEVary Your Responses


43


KEY POINT “W” – Weak, Wimpy Words

Discussion Questions:1. You may have never considered that words can be strong or weak. But the fact is that certain words like

“think” and “just” are often used in ways that make them weak and wimpy. Why is that important to you in communicating effectively with customers?Answer:

A. Using weak or wimpy words or expressions sends your customer an incorrect message about you, your product, and your organization.

B. If you lack (or sound like you lack) confidence in yourself, in your product, or your organization, you won’t be able to transfer those qualities to your customers and convince them to buy.

2. Avoiding weak, wimpy words in your customer contacts means changing old habits. How can you be sure you’re on track?Answer:

A. It’s mostly a matter of alertness and practice. Listen for weak words as you deal with your customers. Eliminate them and you’ll strengthen your communication skills, and possibly your sales as well.


To help the participants learn to notice their use of weak or wimpy words, introduce a “traveling trophy” during this activity. (A sheet of paper with “Word of the Weak Award” or other small item will serve for this.) Award the trophy to a participant who uses one of the target words in class. He/she may pass it along to the next participant who says one, and so on throughout the activity.

TELEPHONE DOCTOR® PRESCRIPTION:1. Share your confidence with your customer. 2. Avoid weak, wimpy words.


44


KEY POINT “W” – Weak, Wimpy Words (Cont.)

Too Weak To Work

In order to give our customers the level of service they deserve, we must be able to communicate effectively. The statements below are not effective because they contain one or more weak, wimpy words. Draw a line through the weak words and rewrite the sentences as necessary so that they’re strong enough to work.

1. “I think I can help you with that.” 2. “Maybe we can bill that separately.” 3. “I just called to see if you had received our new brochure.” 4. “I wonder if you know about our new location?” 5. “I might be able to find out for you.” 6. “Perhaps we can ship that to you tomorrow morning.” 7. “I could possibly have Mr. Goodman call you back.” 8. “I think I can arrange an appointment for Wednesday afternoon.” 9. “Maybe I can explain the new service for you.”10. “I just thought perhaps I might be able to do something to possibly be of service.”


45


KEY POINT “X” – “X” Out These Credibility Busters

Discussion Questions:1. In an effort to add emphasis or establish rapport with a customer, some people use expressions such as, “To

tell you the truth…” or “Let me be honest with you.” Why are phrases like these referred to as credibility busters?Answer:

A. They imply that you may not have been honest or truthful up to that point.B. Customers expect truth and honesty in all your statements.

2. Avoiding these credibility-busting phrases doesn’t mean you can’t verbally highlight the key parts of your conversation with your customers. It’s simply a matter of finding replacements for these expressions. What alternatives can you think of?Answer:

A. “The fact of the matter is…”B. “I’m glad you asked that question.”C. “I’ll come right to the point.”


Eliminating credibility busters is largely a matter of being alert for them. To give the participants practice, instruct them to make an “X” on a standard sheet of paper with a pen or marker. They then can hold up these “X” flags whenever they hear a credibility buster phrase during discussions.

TELEPHONE DOCTOR® PRESCRIPTION:1. Your prospects expect the truth.2. Eliminate credibility busters.


46


KEY POINT “X” – “X” Out These Credibility Busters (Cont.)

“Herd” Any Good Ones Lately?If you use the wrong expression to add emphasis to your statements, your customers may start to think they’re getting a bum steer. To keep that from happening, round up a stock of effective phrases to use.

Look at the critters. Only five of them are Grade A material. “Corral” the ones you’d keep.

Check the brand list for clues.


Herd Any Good Ones Lately? - ANSWERS

Effective phrases to use are:The bottom line is…As a matter of fact…I’ll come right to the point…In the final analysis…In reality…

47


KEY POINT “Y” – You Buy or They Buy

Discussion Question:1. In the process of selling to your customers, your product or service is actually the second commodity you’re

selling. That sale will happen only after the customer has bought your ideas on why he should buy from you. If that doesn’t happen, it means that you have bought from the customer. What did you buy?Answer:

A. In all likelihood, you bought either:1. an objection

Example: “I don’t think that proposal will meet our needs.”

2. a stallExample: “Your proposal is a good one, but let me do a little more research. Why don’t you call me next month?”

TELEPHONE DOCTOR® PRESCRIPTION:1. If customers aren’t buying from you, you’re buying from them.2. Be a strong and enthusiastic advocate of your position.


48


KEY POINT “Y” – You Buy or They Buy (Cont.)


Who’s The Buyer

When customers present you with an objection or a stall, you have two choices. You can accept their statement (in which case you’re “buying” from them) or you can respond in a way that keeps the negotiation open so they’ll buy from you. Look at each statement below. If you decide to accept the statement, circle the bill in the “You Buy” column. If not, write in a response below the statement and circle the bill in the “They Buy” column. When you’ve finished, total them up and enter your “Balance” on the bottom line.


“Y” Is For You Buy Or They Buy - ANSWERS

1. Certainly. Tell me a little more about what keeps you from going ahead with it today.

2. I’d be interested to know what other solutions you are considering.

3. Tell me more about what you have budgeted for operating costs.

4. A thorough review certainly makes sense. What are some factors you will be considering?

5. Let’s talk about the maintenance costs. What are some of your concerns?

49


KEY POINT “Z” – Z Creative

Discussion Questions:1. As you carry out your daily routine, you probably find that there are certain problems or situations that occur

repeatedly. You even may have wished there were better ways to approach or solve these. Unfortunately, wishing doesn’t accomplish much. What can you do?Answer:

A. Why not come up with your own new way?1. Your imagination and creativity, coupled with your knowledge of your job and your customers, puts

you in an excellent position to make improvements.

2. What if it doesn’t work?Answer:

A. Of course, every organization and job has its limitations and guidelines. But within those restrictions, keep trying. Don’t be afraid to continue looking for a better way. Try to step outside the box.


Have the participants tap into their creativity by holding an informal contest in which they come up with a better name for their job title, department, organization, etc. Have them explain their entries and the reasons for them. Note that in this kind of contest, everyone is a winner.

TELEPHONE DOCTOR® PRESCRIPTION:1. In a tough situation, remember to look for a creative solution.


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A Quiz On Selling Skills from A to Z

ANSWERS ARE IN BOLDFACE TYPE

Note: Here's a chance to see how much the participants have learned. The quiz is on page 32 in the Participant Workbook. The answers are on page 38 of the Participant Workbook.

B 1. What one thing can you do to set your organization above others?a. Be friendly and ask, “How are you?”b. Ask for the prospect’s time.c. Give the same verbal response over and over again.

F 2. When a customer makes a negative comment, asking for details just makes things worse. (T or F)

C 3. Which of the following is not an example of good discipline?a. Practicing self-control.b. Developing good work habits.c. Finishing work while on the phone.

B 4. Which of the following is the best closing word or phrase?a. “Why don’t you just…”b. “Let’s…”c. “All you have to do is…”

A 5. Monogramming a call means:a. Using a customer’s name whenever possible.b. Identifying yourself to the customer only by your initials.c. Using the company’s name at least twice during the call.

T 6. If things are slow or you’re having a bad day, that should never be communicated to a customer.(T or F)

F 7. You can best communicate quickly and directly with one-word answers. (T or F)

F 8. The only difference between nosy and naturally inquisitive is the way you ask the question. (T or F)

B 9. Words such as “maybe” and “possibly”:a. show your cooperative spirit with customers.b. are weak and wimpy and should be avoided.c. give your customers confidence in you.

T 10. Sometimes the most effective way to determine customers’ needs is to invite them to tell you.(T or F)


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A Call To Action!Experts say that it takes a minimum of 21 days to change a behavior. Your level of readiness to change will determine how successful you are, and how much time it will take. But you need to be ready, able and willing to make change happen in 21 days.

Let's start creating a successful plan by writing down three new skills you want to learn from today’s session.

PRACTICE, PRACTICE, PRACTICE and you’ll have more confidence!

What three items will you commit to change in 21 days?

1.

2.

3.

It’s Fun To Be Good!


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Before They GoIn order to reinforce the skills and techniques that have been addressed, choose one or more of these reinforcement options.

Choose Methods of ReviewA. Additional discussion questions may be provided in this Leader’s Guide for your use.B. The corresponding Participant Workbook provides a 10-point quiz directly related to skills shown in the

program.C. The PowerPoints are a useful way to reinforce the Key Points made during the course. Notice the Key

Points are identical to the Telephone Doctor Prescriptions located throughout the Leader’s Guides and Participant Workbooks.

D. If you are using the Before-and-After Skills Inventory to evaluate training effectiveness, instruct participants to re-take the inventory and compute scores to evaluate improvement. Congratulate participants on their improvement.

Your FinaléA. Change is more likely to occur if participants commit to implementing skills and techniques discussed

during this course. Various resources are available illustrating commitment exercises. We have included A Call to Action commitment exercise in the corresponding Participant Workbook.

Experts say that it takes a minimum of 21 days to change a behavior. Let's start creating a successful plan by writing down three new skills from Selling Skills from A to Z. Your level of readiness to change will determine how successful you are, and how much time it will take. But you need to be ready, able and willing to make change happen in 21 days.

B. In order to evaluate training success and identify areas to improve, provide participants with the opportunity to make comments using evaluations. This is a prime opportunity to identify future training needs.

TRAINING EVALUATIONThank you for attending a Telephone Doctor® workshop today!

Please take a minute to let us know your feelings.Rate the following: 1 - 5 (5 being the best)

( This course was useful & I enjoyed it 1 2 3 4 5( Material related to my job 1 2 3 4 5( Topics were clear & easy to understand 1 2 3 4 5( I will use these skills 1 2 3 4 5( Please rate the instructor 1 2 3 4 5( Overall rating for this class 1 2 3 4 5

Comments are appreciated:

Your Name: Date:

Instructor:


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Key Points: Selling Skills from A to Z

1. “A” – Ask For Time To Talka. Always ask your prospect or customer for their time.b. If your prospect doesn’t have time, ask for a better time to talk

and make an appointment.c. Asking for time is polite and non-intrusive; it will set your

organization above others.

2. “B” – Benefitsa. Features are facts. Benefits are what these facts will do for the

customer.b. People want to know what’s in it for them. Customers buy benefits,

not features.

3. “C” – Closinga. A major reason business is lost is that no one ever asked the

prospect to buy.b. Without a close, a customer contact is only a conversation, not a

transaction.c. Be sure to ask closing questions.

4. “D” – Disciplinea. Discipline builds successful sales.b. Practice self-control, good work habits, and time management.c. Set goals.

5. “E” – Echo Questionsa. Use echo questions to get more information in a very smooth way.b. Phrase your question using the key words from the caller’s last

statement.c. Raise the tone of your voice slightly at the end to make the words

into a question.


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6. “F” – Four Killer Wordsa. When greeting customers, avoid the four killer words – “Hi, how

are you?”b. Use creative alternatives to begin the conversation.

7. “G” – Go Home Ready to Begina. Finish the day ready to begin the next day.b. Remember, what you leave today will be waiting for you when

you return.

8. “H” – Humora. When the other party uses humor, respond in kind with gentle

humor.b. Be careful to use humor appropriately.

9. “I” – Irritatesa. Avoid the word “I”. b. Talk with customers from their point of view.

10. “J” – Jerry’s Pet Peevea. Don’t cement a negative or objection. b. Get details by asking questions.

11. “K” – Know Your Objectivea. Be sure you know your objective before every call.b. When you know what you want to achieve, you will know when it

is accomplished.


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12. “L” – Let’sa. “Let’s” shows cooperation with buyers. It’s low-pressure and

perfect. b. “Let’s” maintains control of the conversation.c. “Let’s” displays confidence in your ability and customers will

comply.

13. “M” – Monogram the Calla. When you know the other party’s name, use it in your

conversation.b. Don’t overdo it.

14. “N” – Naturally Inquisitivea. Learn more and build rapport.b. Be naturally inquisitive, not nosy.

15. “O” – One-Word Answersa. Extra words are free, so be generous.b. Avoid one-word answers.

16. “P” – Practice Being Positive a. If a customer’s question calls for a comment, answer with a

positive one. b. Practice being positive.

17. “Q” – Qualifyinga. When qualifying a prospect, presume someone else is involved.

18. “R” – Rejectiona. Keep your setbacks in perspective. b. Don’t take rejection personally.


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19. “S” – Smilea. SMILE! Your customers can hear it.b. Keep a mirror by your phone to check your facial expressions as

you talk.

20. “T” – Tie Downsa. Use a series of tie downs to get your prospect to agree with you.

21. “U” – Understanding Needsa. Customer needs are critically important. Uncover and understand

them.

22. “V” – Vary Your Responsesa. Be careful not to use the same word or phrase repeatedly. Vary

your responses.b. Have a list of various responses in front of you.

23. “W” – Weak, Wimpy Wordsa. Share your confidence with your customer. b. Avoid weak, wimpy words.

24. “X” – “X” Out These Credibility Bustersa. Your prospects expect the truth. Eliminate credibility busters.

25. “Y” – You Buy or They Buya. If customers aren’t buying from you, you’re buying from them.b. Be a strong and enthusiastic advocate of your position.

26. “Z” – Be Creativea. In a tough situation, remember to look for a creative solution.

.


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This activity appears on Pages 39 & 40 in the Participant Workbook

Your Own Sales Success Alphabet

Throughout this training course, we have suggested a word for each letter of the alphabet that will build success in your organization. Using your imagination and your knowledge of your job, develop additional words for each letter that will remind you of other important elements of your success.

“A” “B” “C” “D”

“E” “F” “G” “H”

“I” “J” “K” “L”

“M” “N” “O” “P”

“Q” “R” “S” “T”


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U” “V” “W” “X”

“Y” “Z”


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Leader’s Notes


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Leader’s Notes


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Leader’s Notes


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Selling Skills from A to Z Leaders Guide Draft 6 - Telephone Web viewRec'd 12-18-08. Made requested...

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Transcript of Selling Skills from A to Z Leaders Guide Draft 6 - Telephone Web viewRec'd 12-18-08. Made requested...