Selling Skills From A to Z Workbook Draft 6



9963154077970Selling Skills From A to ZADVANCE \u3Workbook00Selling Skills From A to ZADVANCE \u3Workbook-323850890587530 Hollenberg Court ? St. Louis, MO 63044PHONE: 314.291.1012 ? 800-882-9911 FAX: 314.291.3710 400002000030 Hollenberg Court ? St. Louis, MO 63044PHONE: 314.291.1012 ? 800-882-9911 FAX: 314.291.3710 -923925352425001466850448627400ContentsTOC \fGetting the Most from the Participant Workbook 3Before-and-After Skills Inventory 4Key Point A – Ask for Time to Talk 6Key Point B – Benefits7Key Point C – Closing8Key Point D – Discipline9Key Point E – Echo Questions10Key Point F – Four Killer Words11Key Point G – Go Home Ready to Begin12Key Point H – Humor13Key Point I – Irritates14Key Point J – Jerry's Pet Peeve15Key Point K – Know Your Objective16Key Point L – Let's17Key Point M – Monogram the Call18Key Point N – Naturally Inquisitive19Key Point O – One Word Answers20Key Point P – Practice Being Positive21Key Point Q – Qualifying22Key Point R – Rejection23Key Point S – Smile24Key Point T – Tie Downs25Key Point U – Understanding26Key Point V – Vary Your Responses27Key Point W – Weak, Wimpy Words28Key Point X – "X"-Out These Credibility Busters29Key Point Y – You Buy or They Buy30Key Point Z – Be Creative31A Quiz on Selling Skills From A to Z32A Call to Action33Key Points34Answer Keys38Your Own Sales Success Alphabet39 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 .And now some legal stuff…We aim to be the nicest customer service training company in the world. :-) However, even the nicest company needs to diligently protect its intellectual property. Please respect the terms of our license and the copyright of our intellectual property.This material is licensed solely for display by the licensed organization to its employees. It is illegal to loan, rent, or sell this material outside the licensed organization. It is illegal to display this material to train persons outside the licensed organization without a separate agreement for that purpose. Please contact 800.882.9911 or?info@?to inquire about additional uses of our material.Telephone Doctor? works to educate, detect, pursue and prosecute copyright violators using every civil and criminal remedy available. We offer a reward for information which leads to a recovery from individuals and/or organizations who pirate our content. Please contact 800.882.9911 or?info@?to report an act of copyright piracy. Telephone Doctor, Inc. assumes no patent liability with respect to the use of the information contained herein. While every precaution has been taken in preparing this material, the publisher is not responsible for errors or omissions, or for any damage or injuries, resulting from use of the information contained herein.Telephone Doctor is a registered trademark of Telephone Doctor, Inc.Getting The Most From The Participant WorkbookIn order to receive the maximum benefit of this Participant Workbook, a clear understanding of the value of training is necessary.Why Training?1.No matter what you call your customers (citizens, members, students, clients, taxpayers or #*&@!), when you think about it, they’re the ones who are providing your organization with its income.2.Your interaction with a specific customer will likely be the basis for that customer’s entire impression of the service your organization offers.3.The single greatest way a company can distinguish itself from its competition is by the level of service it offers. The higher level of service your organization offers, the more successful it will be. Successful firms are better able to compensate employees and increase the growth of their businesses.4.Thus, it is vital to the success of your organization that you provide the most positive customer service communication with each and every customer.What’s in It For You?This Telephone Doctor? course will provide you with simple, yet effective, skills and techniques which, when used exactly as directed, will improve your customer contact situations. The benefits to you are:1.Increased confidence from having the right tools.2.Reduced stress by better handling challenging situations.3.Increased job satisfaction from doing something well.4.That great feeling you get inside from helping others.5.Increased value to your employer.Using The Participant Workbook With a FacilitatorIf this Participant Workbook is part of a facilitator-led classroom setting, the facilitator will instruct you as to what portions of the Participant Workbook will be used. Be sure to complete the exercises and participate fully. The more participation, the more rewarding the experience.This Participant Workbook will help you learn and retain the important skills taught in this course. It is also valuable as a future reference source.Using The Participant Workbook As a Self-Paced StudyThe Participant Workbook is designed to help process the information found in the program Selling Skills from A to Z. It serves as your guide, and each Participant Workbook section is self-explanatory. Everything you need, besides a pen or pencil and the program, is included.Before watching the program, complete the quiz on Selling Skills from A to Z. Retaking this quiz after watching the program and completing the Participant Workbook allows you to measure your own improvement.Now it’s time to view the program. First, watch the entire program. Then watch it again, this time in small bits.As you watch, take notes on designated pages in the back of the Participant Workbook.When you’re confident you understand the skills presented in the program, begin answering the Discussion Questions in this Participant Workbook. Don’t rush. Take time to relate each Key Point to yourself and your job.Before and After Skills InventoryBefore watching the program Selling Skills from A to Z, answer the questions below to the best of your ability. Don’t score your answers yet. At the end of the course, complete the second part of the Before and After Skills Inventory and then score both your “Before” and “After” responses. You’ll find the correct answers on page 37 of this participant workbook. The difference between the two scores will show you how much you’ve improved. BeforeAfterA major reason business is lost is simply that the rep didn’t ask the prospect to buy. (T or F)____________It’s always a good idea to avoid humor as much as possible when you’re on a business call. (T or F)____________When you’re talking with a customer, which of the following words should you use least?____________a. youb. I c. weWhen 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.Assuming someone else is involved in a buying decision may offend yourcustomer and should be avoided. (T or F)____________When giving verbal feedback to a customer, you should use the same response over and over again. (T or F)____________ Which of the following greetings should be avoided in telephone contactswith 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.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. 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)Before-and-After Skills Inventory (continued)BeforeAfter10.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 reallybuying from them instead of them buying from you. (T or F)____________ Total Correct528637514224000460057514224000 BeforeAfterKey Point “A” – Ask For Time To Talk1.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?2.When making sales calls, think of some better ways for your organization to stand out among the others when calling prospects.3.For those who may be reluctant to give up control of the conversation, what’s the best way to approach the customer?Skills Practice – Activity #1In 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.Refer to the A – Z Chart for each of the 26 letters or phrases covered during this workshop. See pages 39 & 40 of this workbookTELEPHONE 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 set an appointment.Asking for time is polite and non-intrusive; it will set your organization above others.Key Point “B” – Benefits1.What is the difference between features and benefits?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?3.What are some phrases that will make it easier to discuss benefits with your customers?Skills Practice – Activity #2Your facilitator will guide you through this exercise.TELEPHONE DOCTOR? PRESCRIPTION:1.Features are facts. Benefits are what these facts will do for the customer.People want to know what’s in it for them. Customers buy benefits, not features.Key Point “C” – Closing1.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?Skills Practice – Activity #3Write a single closing question.Write a dual closing question.Close HangersA proper close is essential to any sale. Without it, your contact with the customer is as incomplete as the sentence fragments below. Each one starts 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.___ 1. When do you want . . .A … the beige model or avocado?___ 2. How would you like . . .B … two-day or overnight?___ 3. At which location . . .C … to come in for your fitting?___ 4. Shall we ship . . .D … should this be delivered?___ 5. Would you like . . .E … to have the donation listed?___ 6. How soon would you want . . .F … will you be needing on this order?___ 7. Will we be sending the subscription . . .G … will you be picking up your order?___ 8. How many . . .H … to schedule the installation?___ 9. Shall we bill this . . .I … to your home or to your office?___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.Key Point “D” – Discipline1.What does discipline in a sales career mean?Skills Practice – Activity #4Working independently, examine your existing sales practices and think of at least one way you can improve or change your approach, using discipline. Be prepared to share your answer.TELEPHONE DOCTOR? PRESCRIPTION:1.Discipline builds successful sales.2.Practice self-control, good work habits and time management.3.Set goals.Key Point “E” – Echo Questions1.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?2.What three things should you do when asking an echo question?Skills Practice – Activity #5Your facilitator will lead you through this activity.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 make the words a question.Key Point “F” – Four Killer Words1.The four killer words “Hi, how are you?” 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?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?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?”Skills Practice – Activity #6Round Up The KillersBy 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.Key Point “G” – Go Home Ready to Begin1.Going 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.IF I TAKE TIME TODAY TO . . .THEN, TOMORROW . . .Replace 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?Skills Practice – Activity #7Your facilitator will lead you through this activity.Spend a few minutes making a “Go home ready to begin” TO DO List.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. “H” – Humor1.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?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. List a few negative effects of using too much humor and of using too little.TOO MUCH HUMORTOO LITTLE HUMOR112233Skills Practice – Activity #8 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 . . .1. . . . is having a bad day.A.“If you people had less joke time and more job timeyou’d make less mistakes.”2. . . . received an incorrect or defective shipment.B.“That’s funny, but the last shipment I got certainly wasn’t.”3. . . . has been on hold for an extended period. C.“I’m glad you’re having fun.”4. . . . has just discovered a billing error.D.“Is that what I’ve been waiting all this time for?”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.Key Point “I” – Irritates1.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 this is so natural, why does it become a problem in dealing with customers?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? List some of the challenges you might face in learning this skill.What other alternative words could you use for “I?”Skills Practice – Activity #9Keep 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 want to tell you about our new offer.”___________________________________“I think this is the best choice for you.” ___________________________________“I know you’re going to like this.” ___________________________________“I have some good news for you.” ___________________________________“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.” ___________________________________“I have some questions about your order.” ___________________________________TELEPHONE DOCTOR? PRESCRIPTION:1. Avoid the word “I.” 2. Talk with customers from their point of view.Key Point “J” – Jerry’s Pet Peeve1.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?Skills Practice – Activity #10Think 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.Key Point “K” – Know Your Objective 1.The program pointed out that determining objectives is a hallmark of successful professionals. What is the relationship between objectives and success?Skills Practice – Activity #11When 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.Write down your specific objectives in attending this training session. You will not share your 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.Key Point “L” – Let’s1.Telephone Doctor? suggested the use of the word “Let’s” as an effective closing technique. What makes this a more workable approach?Skills Practice – Activity #12“Let’s go!” gets much better results than “Go!” Your facilitator will guide you through this activity.Because of your enthusiasm and hard work in customer service, you have been asked to assistsome 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!TELEPHONE DOCTOR? PRESCRIPTION:1.“Let’s” shows cooperation with buyers. It’s low-pressure, proactive and gentle2.“Let’s” maintains control of the conversation.3.“Let’s” displays confidence in your ability and customers will comply.Key Point “M” – Monogram The Call1.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?2.As with most good ideas, using the customer’s name can backfire if it isn’t done correctly. What are some of the mistakes you should avoid in this area?Skills Practice – Activity #13Name GameThere’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 lastweek that a new person has been assigned to the position, but you haven’t spoken with the new buyer yet. The phone is answered 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.__________________________________________________________________________________TELEPHONE DOCTOR? PRESCRIPTION:1.When you know the other party’s name, use it in your conversation.2.Don’t overdo it.Key Point “N” – Naturally Inquisitive1.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?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?Skills Practice – Activity #14Question MarksWhen 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?TELEPHONE DOCTOR? PRESCRIPTION:1.Learn more and build rapport. 2.Be naturally inquisitive, not nosy.Key Point “O” – One Word Answers1.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?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?Skills Practice – Activity #15Going to Greater LengthsGiving 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 1057275503174000situations below. Your sentence stretcher, Ernest Steffort has given you room to expand your answer. Use the line for the better reply. TELEPHONE DOCTOR? PRESCRIPTION:1.Avoid one word answers. 2.Extra words are free, so be generous.Key Point “P” – Practice Being Positive1.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?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?Skills Practice – Activity #16That 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.TELEPHONE DOCTOR? PRESCRIPTION:If a customer question calls for a comment, answer with a positive one.Practice being positive.Key Point “Q” – Qualifying1.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?”2.What would be a better way to phrase the qualifying question to avoid the drawbacks of the head-on approach?3.This is more effective because:Skills Practice – Activity #17Open-and-Shut MysteryYour 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?BW 2. Who makes the final decision on this?HC 3. To whom will this go for approval?LD 4. Is this purchase within your authority?FS 5. Do you have the final say on this?GS 6. Besides yourself, who needs to review this decision?NH 7. Once you have approved this, what other steps are needed?VJ 8. Who are the others who need to “sign off” on this sale?LK 9. You can’t approve this on your own, can you?LV10. Do you have to go to someone else for an okay on this?MDTHE REAL QUESTION IS:_ _ O E _ _ E I _ I _ _ O _ _ E_?TELEPHONE DOCTOR? PRESCRIPTION:1.When qualifying a prospect, to avoid being offensive, presume someone else is involved.Key Point “R” – Rejection1.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?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?Skills Practice – Activity #1827019252216150067627533591500Setbacks are part of every occupation or profession; add an occupation and objective to the list below.EVEN THE BEST . . .DOESN’T ALWAYS . . .__________________________________________________________________________________________________________________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.) TELEPHONE DOCTOR? PRESCRIPTION:1.Keep your setbacks in perspective. 2.Don’t take rejection personally.Key Point “S” – Smile1.Whether you’re talking with a customer in person or on the telephone, it’s important to remember to smile. Why? 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? Skills Practice – Activity #19For Smiling Out LoudWhen 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? 215836564293754506595642937500412115642937500TELEPHONE DOCTOR? PRESCRIPTION:1.SMILE! Your customers can hear it.2.Keep a mirror by your phone to check your facial expressions as you talk.Key Point “T” – Tie Downs1.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?2.Tie downs are simply affirmative questions at the end of your statement. Give examples:Skills Practice – Activity #20Your facilitator will lead you through this activity.TELEPHONE DOCTOR? PRESCRIPTION:1.Use a series of tie downs to get your prospect to agree with you.Key Point “U” – Understanding Needs1.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 determine these needs?2.Good listening skills are important in any customer contact, but especially so in understanding customer needs. Why?Skills Practice – Activity #21The 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 beMainFactorWould you say isPrincipalElementDo you see asNumber oneConcernHave you determined to beChiefPriorityIs, in your view,TopObjectiveWHATWould you list asTHELeadingNeedIN THIS CASE?ConstitutesKeyReasonDo you think isPrimaryGoalWould you characterize asMost urgentRequirementOne thing would you callCriticalPurposeWould you rate asOverridingCriteriaTELEPHONE DOCTOR? PRESCRIPTION:1.Customer needs are critically important—uncover and understand them.Key Point “V” – Vary Your Responses1.We all have certain words, phrases, or expressions that we use often. We need to be careful not to over-use these in dealing with our customers. What wrong messages could we be sending by using the same responses repeatedly?2.What can you do to keep from “getting into a rut” with your responses?Skills Practice – Activity #22Overusing 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. Your facilitator will lead you through this activity.TELEPHONE DOCTOR? PRESCRIPTION:Be careful not to use the same word or phrase repeatedly. Keep a list of various responses in front of you. Key Point “W” – Weak, Wimpy Words1.You may have never considered that words can be strong or weak. 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?2.Avoiding weak, wimpy words in your customer contacts means changing old habits. How can you be sure you’re on track?Skills Practice – Activity #23Your facilitator will lead you through this activity.Too Weak To WorkIn 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.” TELEPHONE DOCTOR? PRESCRIPTION:1.Share your confidence with your customer. 2.Avoid weak, wimpy words.Key Point “X” – “X-Out” These Credibility Busters1.In an effort to add emphasis or establish rapport with a customer, some people use expressions like “To tell you the truth . . .” or “Let me be honest with you.” Why are phrases like these referred to as “credibility busters”?2.Avoiding these credibility-busting phrases doesn’t mean you can’t verbally highlight the key parts or your conversation with customers. It’s simply a matter of finding replacements for these expressions. What alternatives can you think of?Skills Practice – Activity #24“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.TELEPHONE DOCTOR?PRESCRIPTION:Your callers expect the truth. Eliminate credibility busters.Key Point “Y” – You Buy Or They Buy1.In the process of selling to your customers, your product or service is actually the second commodity you’re selling. That sale will only happen 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?Skills Practice – Activity #25Who’s The BuyerWhen 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.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.Key Point “Z” – Z Creative1.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?2.What if it doesn’t work?Skills Practice – Activity #26Your facilitator will lead you through this activity.TELEPHONE DOCTOR? PRESCRIPTION:1.In a tough situation, remember to look for a creative solution.A Quiz On Selling Skills from A to ZNote: Now that you have completed the activity pages in this workbook, take a few minutes and use this quiz as a review of what you have learned. You’ll find the answers on page 38 of this workbook. 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. 2.When a customer makes a negative comment, asking for details just makes things worse. (T or F) 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. 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…” 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. 6.If things are slow or you’re having a bad day, that should never be communicated to a customer.(T or F) 7.You can best communicate quickly and directly with one-word answers. (T or F) 8.The only difference between nosy and naturally inquisitive is the way you ask the question. (T or F) 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. 10.Sometimes the most effective way to determine customers’ needs is to invite them to tell you.(T or F)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!Key Points: SELLING SKILLS FROM A to Z 1.“A” – Ask For Time To Talk a.Always ask your prospect or customer for their time. b.If your prospect doesn’t have time, ask for a better time to talkand make an appointment. c.Asking for time is polite and non-intrusive; it will set yourorganization above others. 2.“B” – Benefits a.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” – Closing a.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” – Discipline a.Discipline builds successful sales. b.Practice self-control, good work habits, and time management. c. Set goals. 5.“E” – Echo Questions a. 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.Key Points: SELLING SKILLS FROM A to Z 6.“F” – Four Killer Words a. 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 Begin a. 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” – Humor a. When the other party uses humor, respond in kind with gentle humor. b. Be careful to use humor appropriately. 9.“I” – Irritates a. Avoid the word “I.” b. Talk with customers from their point of view.10.“J” – Jerry’s Pet Peeve a. Don’t cement a negative or objection. b. Get details by asking questions.11.“K” – Know Your Objective a. 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. .Key Points: SELLING SKILLS FROM A to Z12.“L” – Let’s a.“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 Call a. When you know the other party’s name, use it in your conversation. b. Don’t overdo it.14.“N” – Naturally Inquisitive a. 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.Key Points: SELLING SKILLS FROM A to Z19.“S” – Smile a. SMILE! Your customers can hear it. b.Keep a mirror by your phone to check your facial expressions as you talk. 20.“T” – Tie Downs a. Use a series of tie downs to get your prospect to agree with you.21.“U” – Understanding Needs a.Customer needs are critically important. Uncover and understand them.22. “V” – Vary Responses a. 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 Words a. Share your confidence with your customer. b. Avoid weak, wimpy words. 24.“X” – ‘“X” Out These Credibility Busters”’ a. Your prospects expect the truth. Eliminate credibility busters. 25.“Y” – You Buy or They Buy a. 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 Creative a. In a tough situation, remember to look for a creative solution.ANSWER KEYS187261580010Before-and-After SkillsInventory AnswersNote: If you haven’t completed both the “Before-and-After Skills inventory, do not score your responses yet. Refer to page 3 for instructions.TFbaFFabFcaTbFTGo to Page 5 and see how you did.00Before-and-After SkillsInventory AnswersNote: If you haven’t completed both the “Before-and-After Skills inventory, do not score your responses yet. Refer to page 3 for instructions.TFbaFFabFcaTbFTGo to Page 5 and see how you did.18821404006215Quiz Answers1. B2. F3. C4. B5. A6. T7. C8. F9. B10. T00Quiz Answers1. B2. F3. C4. B5. A6. T7. C8. F9. B10. TYour Own Sales Success AlphabetThroughout 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” “U” “V” “W”“X”“Y” “Z” ................
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