Control the Conversation

I wanted to talk more about phone conversations and sales today.  I realize that some of your final sale may be done in person, it is important to work the phone properly as well.

To succeed in selling over the phone, it is important to control the conversation.  The person in control is more likely to achieve their goals.  Unfortunately, most people try to control the conversation by talking — this is a big mistake.

The preson who is controlling the conversation is typically listening.  The art of sales is actually the art of listening.  The person in control is actually learning something.  If you are talking and not listening, you will never learn the needs of the caller and how to fill those needs.

When you are not listening, you are talking.  You may not realize this, but when you are talking too much the person on the other end of the line may have turned you off — mentally.  If you were a television and they had a remote control, they would just switch stations.  How many times have you thought a telephone call went well, but there were no positive results afterwards?

You can only tell if they are interested, and you are on the same page, if you are listening to what they have to say.  It does not matter who initiated the call.  Just because you called someone doesn’t mean that you do not want that person to do the talking — even if the call was initiated as a cold call.


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