In
case you had not noticed, one of the disadvantages of
selling by telephone is the absence of face to face
contact.

When
we make a presentation over the phone, it is difficult
to determine if the client is buying in or tuning out.

We
cannot see the raised and perplexed eyebrow that tells
us there is a concern. We cannot see the look of delight
in the client’s eyes when we touch on a hot topic.
We are, for all intents and purposes, blind to body
language clues. This is very significant because a variety
of studies reveal that a WHOPPING 55% of what we communicate
face to face is through body language. Talk about a
handicap!

But
there is something you can do about it. You can create
a set of “eyes” using a technique called
the “Feedback Loop.” This week’s Tele-sales
Vitamin is about a two step process on getting your
client to give you clues about where you stand and what
they think.

Step
#1: Use a Feedback Question

The first step is to deliberately insert questions that
actively seek the client’s input and feedback.
Typically, you ask these questions during the presentation
or objections phase of your conversation. In other words,
when you are presenting your solution (product, service,
idea etc.) or you when are responding to the client’s
question or concern.

Suppose,
for instance, you are describing your service, and after
a few sentences, you realize the client has not interjected
with a question or comment or even a grunt. This is
the time to ask a feedback questions like:

“Does
that make sense to you?”

“Is this the type of thing you are looking for?”


“Do you follow my logic so far?”

“Am I on the right track?”

“Is this adding up?”

“Am I touching the right bases?”

Similarly,
after you answer a question or an objection, you should
conclude with a question that verifies if your response
effectively handled their concern. For instance,

“Does
that answer your question?”

As
you can see, the questions are direct and to the point.
Don’t worry about the precise wording. Simply
understand that you are seeking a verbal feedback from
the client to assess his or her thinking. That’s
where the second step kicks in.

Step
#2: Listen Closely

The second step is to listen closely. After you have
asked your feedback question, do not utter another word.
Shut up and tune in. At this point you must analyze
the client’s response from two angles. First,
listen to the words. (Duh!) The client might give you
a simple yes or no or the response might be more detailed.
Needless to say, you must analyze the words.

The
second and more important angle is to listen to the
tone of the response. Approximately 84% of what we communicate
via the telephone is through the tone of our voice.
Let me emphasize that one more time: 84% of what we
communicate on the telephone is through voice tonality!
Clearly, the message lies in the delivery. If the client
says “yes” but the tone indicates uncertainty
and hesitancy then stop everything! Sure, the words
say yes but the tone says “no, I don’t understand
or agree.”

Do
not proceed further into your presentation until you
have cleared the issue. Here’s what you might
say:

“Denise,
I hear a note of hesitancy in your words. Is there a
concern?”

This
is another feedback question designed to create more
‘visual’ clues. Not only does it tell the
client that you listened and you heard a note of concern
but it gets the client to open up and expand on the
issue.

Why?
Because you have demonstrated that you are a keen and
perceptive listener. Either consciously or subconsciously
their tone was presenting you with a telephone version
of “body language.” The tone creates images
of a frown or of crossed arms.

On
the other hand, suppose the client responses with:

“Yes,
I follow you!”

You
note a positive, up beat lilt in the tone. Hey, guess
what? You’ve got yourself a buying signal. It’s
a green light. It says, “go” you are on
the right track.

Summary

The feedback loop is a super technique to tune into
the visual clues that you lack while selling on the
telephone. Learn to intersperse these questions into
your dialog. Tune into the feedback and watch what happens
to your sales.

Jim
Domanski, Teleconcepts Consulting Inc. © copyright
2001-4

About
Jim Domanski:

Cited by Canadian Business Magazine as "...Canada's
reigning telemanagement guru..." Jim Domanski is
regarded as one of North America's foremost experts
on outbound business tele-sales and tele-support programs.

President
of Teleconcepts Consulting, Jim helps businesses achieve
their sales and marketing objectives by using the telephone
to help generate leads and sell directly on both a strategic
and tactical level.

A
highly dynamic speaker and trainer with over 15 years
of direct tele-sales experience, Jim has spoken to audiences
around the world on telephone selling applications,
skills and techniques. His "no bull" training
style blends humor with "real life, real drama"
situations which he has begged or borrowed from his
clients.

Contact
Information:

Jim Domanski

Teleconcepts Consulting

35 Vanstone Drive, Ste. 200

Kanata, Ontario K2L 1W4

1-888-353-0948

jdomanski@igs.net

www.teleconceptsconsulting.com