Imagine the scenario: you call a potential customer, they answer, you start your pitch and once they realise it’s a sales call, they cut you off, dead.

When it comes to sales calls, it’s easy to get it wrong but reassuringly, it’s also very easy to get it right, as long as you follow the golden rules. As long as you plan what you’re going to say and how you’re going to say it you’re already starting off on the right foot. How you speak to the customer, how you react to their questions, your knowledge of the product, all of these things could be the difference between a sale or no sale.

‘As a company we make and receive a lot of sales calls every day. The ones we receive are often executed badly and it’s rare that we stay connected to the call for the full duration, especially at busy times. From this experience we know the importance of ensuring every call we make is interesting and engages the customer and we’re proud of the feedback received from customers about our sales team,’ says Adam Brett, 08 Direct’s Senior Account Manager.
TOP 10 GOLDEN RULES FOR SELLING OVER THE PHONE

15-second rule – That first few seconds of the call are crucial, here you must grab the caller’s attention before they realise it’s just another sales call. If you can intrigue the customer enough in those few seconds, the rest of the call will be a lot easier.

Don’t assume anything – If you’re calling out of the blue, it’s vital that you don’t assume anything. You should explain your product and company but keep it simple. If you call someone and start using industry jargon or telling them about a product from an industry they know nothing about, they’ll hang up there and then.

Speak confidently – If you’re confident in what you’re saying, you’re more likely to be interesting to listen to, so take time to learn about what you’re selling so you are confident. Also, pre-empt questions you may be asked and prepare concise yet persuasive answers.

Be polite – It may seem obvious, but being polite is fundamental to engaging with the listener.

Be dynamic – Regardless of how many people you’ve called, each new call will have a person who hasn’t heard your pitch before, so they should get the same enthusiasm as the first person you called. If you’re enthusiastic and interested in what you’re saying, it’s more likely that the customer will be too. Also, if you’re able to make them laugh, then you’re definitely on to a winner.

Mirror your listener – One tried and tested way of getting the customer on side is to mirror them. Use language they use, match their word speed, mirroring the customer helps to subconsciously show them you’re on the same wavelength.

It takes two to tango – A conversation is two people talking to each other, so you have to let the customer have their say, whether they have questions or simply want to comment on what you’ve said. Whatever they have to say you need to listen to what they say and respond, it shows you actually care about them and their business.

Be flexible – Nothing is going to put the listener off more if you sound like a robot reading from a script. You need to prepare and be sure what you’re going to say but you also need to be prepared to go off script. The more accommodating you are towards the customer, the more likely they’ll warm to you.

The smell of desperation – Here’s a definite no-no. You’ve got targets to reach and you just need one more sale and you’re desperate for it. The last thing you should do here is show that to the customer. Be relaxed, friendly and present your pitch.

Give them something to look at – Towards the end of the conversation, ask for their email address so that you can send them a follow up email with all of the information. It’s unlikely that the customer will remember everything you’ve said so it pays to have something you can send them that they can refer back to.