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I spent my first six years in sales successfully selling over the phone, making between 200 and 300 hundred calls a day. For me, the phone was an effective way to sell to strangers all over the country. If you use the phone at all, whether it’s initial calls or follow-up calls, here are some tips that will be helpful.

Tip #1: Have a Mirror With the Word “Smile” on It

As you are speaking on the phone you want to look into your own eyes in the mirror as if you are looking into the eyes of the person you are talking to. This will keep you present and focused on them. And yes, people can hear a smile over the phone.

Tip #2: Speak Up, Speak Clearly, and Speak With Energy and Enthusiasm, Though Not Too Much

You lose 20 to 25 percent of your volume over the phone, so speak up. Also, make sure people can understand what you’re saying, speak into the mouthpiece and speak clearly. Sound alive. How many times have you listened to someone on the other end of the phone, and they mumble and/or sound dead? Have some energy in your voice, but don’t overwhelm people.

Tip #3: Get to the Point Quickly

The person on the other end of the phone is thinking “who is this and what do you want?” so you want to answer those questions as quickly as possible. Immediately identify yourself and then give your benefit statement.

Tip #4: Repeat Important Information and Slow Down When Giving It

How many times have you gotten a voicemail where the person speeds up on the phone number? The same people also have a knack for leaving the number once, so you have to play the message 16 times and then still miss a number. When you get to information the listener should be writing down, slow down and speak as if they are writing it down. The second time you give the information, you can say it at a normal pace but, whatever you do, don’t speed up.

Tip #5: Record Yourself

You need to analyze your voice and look for anything that might be hurting your effectiveness on the phone. The best way to do this is to record yourself. Most people hate to hear themselves on a recorder. Get over it. Whether extreme or subtle, you’re likely to hear some changes you’d like to make. Initially, record yourself for at least 20 minutes a day. Do this for four weeks; that’s how long it will take changes to stick. After the initial four weeks, tape yourself about once a month to ensure you haven’t slipped back into any bad habits.

Tip #6: Make Sure Your Desk Is Clean and Organized and Have Everything Within Arm’s Reach

Have pens, contracts, calculators, and anything else you need accessible and make sure they all work. Have your scripts right in front of you. And, of course, know them well enough so you don’t sound like you’re reading.

Tip #7: Follow Good Phone Etiquette

Be professional, pleasant, honest, straightforward and persistent. Keep your mouth empty when you’re on the phone. Speak into the mouthpiece. Don’t have it down under your chin. Make sure your environment is conducive to communication. Focus on the conversation; don’t let your mind drift. Use the speakerphone as little as possible.

Tip #8: Be Efficient

If you’re making cold calls you should average between 20 and 25 calls an hour. Here are some guidelines for being efficient:

• Look up any information you need to make calls off-hours, not during scheduled calling time.
• Don’t procrastinate. Start making calls as early as possible.
• Take notes during your call. Don’t spend a ton of time taking notes between calls.
• Keep momentum by making another call immediately after getting a lead or sale.
• If you have a tough call to make, do it first thing, get it out of the way.
• When you’re done making calls for the day, make at least one more.

Tip #9: Never Let an Email Replace a Phone Call When It Comes to Making Initial Contact

It’s fine to use email in your follow-up, just make sure any initial emails are accompanied by a phone call.

In my book Sales Encyclopedia, I dedicate an entire section, 80 pages, to telephone selling — these are some of the finer points found in that section. Overall, the phone is cost-effective and allows you to contact a ton of people quickly. It is the second-best way to reach out to people on initial calls, in-person being the best method. The phone should absolutely be one of your key prospecting and follow-up tools.

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