Mastering Phone Sales: Strategies to Stand Out in a Digital Age

In today's digital landscape, where prospects are inundated with email and social media selling campaigns, traditional phone sales have seen a significant shift. While phones once rang off the hook with sales calls, email and social media inboxes are now packed. This presents a unique opportunity for modern sellers to stand out by leveraging the telephone effectively. In this article, we explore five essential strategies to elevate your phone sales skills and build strong, productive relationships with prospects.

Say the Opposite of What’s Expected

With fewer sales calls than ever before, modern prospects are on the defensive and looking to avoid calls that might waste their time. To stand out, you need to eliminate the 'salesy' tone that most callers have. Avoid sounding too enthusiastic or cheerful, and make your initial contact as unobtrusive as possible. Allow prospects to become unsure of your true intentions. By saying the opposite of what's expected, you can immediately set yourself apart and minimize resistance from the start.

Be Provocative and Inquisitive

No one wants to hear what their prospects hate to hear. Instead, be provocative and challenge their assumptions. This doesn't mean starting every call with an inappropriate joke; rather, it means being prepared to ask difficult questions and hold your ground if necessary. For example, begin by highlighting the major challenges in your prospect's marketplace and see if they recognize the same frustrations. Be willing to stay firm and ask probing questions if they push back. This approach not only grabs attention but also shows that you understand their issues.

Put Contingencies in Place

Even your ideal prospects might try to end a call immediately. Anticipation and preparation are crucial to keep them on the line and inch closer to making a sale. For instance, if a prospect says, 'I don’t have time to talk right now,' respond with a simple but compelling question: 'Can I ask you one last thing before we hang up?' This intervenes in the normal call pattern, breaking the prospect's train of thought. Be ready with a powerful and provocative follow-up question that will spark further conversation.

Do Your Homework

A generic script won't cut it when selling to C-suite buyers. Personalize your message and be clear about your intentions. Always call with a specific purpose and make it known. Start by sending a valuable report and follow up with a call detailing its merits. Prospects will be more likely to engage if they know exactly why you're contacting them and see that you have valuable information to share. This approach transforms 'checking in' from an inconvenience into a welcomed interaction.

Don't Try to Get a Callback

The next step should be as easy as possible for prospects. The effort required to call you back is often too great, so look for alternative ways to follow up efficiently. Instead of requesting a callback, leave your number in the voicemail and immediately suggest an email follow-up. For example, say, 'I’m sending you an email with this report. If you find it useful, just shoot me a message.' This way, you reduce the barrier to entry and increase the likelihood of a response. The easiest way to get a prospect to continue the conversation is through an email your busy prospect is more likely to open and read.