We’ve all heard that communication is 60% body language, 30% intonation, and 10% the words we use (give or take). While this is an important statistics for sellers to keep in mind, it means nothing to those who sell or set appointments by phone, where there is no body language, and it’s down to intonation and words; and as we have said before, words may not break your bones, they could hurt your sales.
People can’t separate themselves from who they are just because they are selling, which means many of speech patterns they have developed over the years are present when they are selling. As a result they tend to use words that are just not all that effective when selling by phone, without the benefit of body language and limited by straight up intonation.
This is especially an issue while prospecting by telephone, or (dare I say it) cold calling. Now if you are a post-modern seller who does not cold call you’ll find the rest of this piece less than compelling. But if you are prospecting by phone, even if only those leads you sourced via inbound marketing, there are some steps you can take to have more success in a world void of body language.
Beyond the words you use, you also need to change your assertiveness or intensity, here are a couple of examples. I often hear people on the phone say “I was wondering if we could set a time to meet”, or “I was hoping to schedule an appointment”; really, I would have thought you knew you want to set a meeting. The above is a result of our social conditioning. In an effort to be polite, a good thing, we fail to compensate for the lack of body language. When you picked up the phone you weren’t wondering, or hoping, you wanted to meet. If you were standing in front of them, you can settle for wondering, but on the phone you need to compensate for the lack of body language, and not only clearly state your intent but go further by accentuating and asserting your desire to meet.
Note I am not saying be aggressive or rude, but you need to cut through the din created by other sales people Not a big change, but an effective one, “Mr. Brown, I am calling you today to specifically set a time to meet… or … schedule a time … arrange a meeting”. The words are down to you, it is more about the confidence and attitude you project. Who would you rather spend time with a wishy washy person hoping for something, or a confident professional clear in intent, abilities and direction? They say hope is not a plan, well it’s not very attractive in sales either.
Along the same lines, don’t say things like “I’m just calling”, “just following up”, or just anything. And please don’t combine two weak words: “just wondering”, “just hoping”.
There is in fact one thing you can do to leverage aspects of body language even when you are on the phone. Stand up, speak in a natural state, get a mirror and have a conversation with “a person” in the mirror. I know of one sales person who has a full length mirror in their office, and their prospecting calls consist of them conversing with the prospect, and the person in the mirror. You can step in to key words you want emphasise, you can catch yourself about to interrupt, and more. Sounds awkward, most things do at first, but the payoff is real and lasting.