Here is a Telesales Coaching Call I did with a customer and it’s part of my CD series “Telesales Coaching Calls Live”. I have copied the transcript of my critique below if you would prefer to read it than listen to it on Track 3.

For trainers who are reading this, I suggest you get your staff to listen and then ask them to critique the call themselves. You will then have my critique in the transcript to add to the coaching.

I hope you get some “ahas…” from these. Here you go:


For the whole series of coaching calls click here for more information

Telesales Coaching Call Critique (Transcript of the call)

Jenny So Bev, that was a fantastic call, you must be pleased with that. You got another sale.
Bev Yes, that was great, yes, I felt a little bit nervous with you sitting here listening to me and apart from that, I did get the outcome that I wanted. Well, better than I wanted because he booked a double page spread and my aim was just to get him advertising, so it was great. He went for one of the premium spots. That was good.
Jenny You know what is good about your voice is that you come across with great integrity as if you really believe in your product. So that actually comes across and you are very nurturing of the client’s questions and he went on and on and on and you were very very patient so that was excellent. What’s important is that you were present with him the whole time and that’s important on the phone. Not to start thinking about something else you were about to do. You must always be totally focussed on the call.

What I find when I’m sitting on the phone myself is that I just look at the phone or the computer, I just look at one spot and I am totally concentrating on the client and totally with them because on the phone you can actually pick up if someone has misdirected their attention. So if you are totally focussed with the person the whole way, it will work a lot better.

So do you want me to tell you a few tips that you might be able to improve on.

Bev I would love you to Jenny, please.
Jenny Alright now, I’m very big on building rapport with a customer and having an introduction which will be a major, major benefit to the customer and what I heard on that call was “this is Bev from the Terrigal Directory, we have a directory that you can advertise in” and you went straight into asking him about advertising in it immediately.

What I would like to hear is a major benefit statement – what does your directory do for the people that you are asking to advertise. So what does it actually do?

Bev We expose their business to 2,000 homes.
Jenny Exactly. So a better way of expressing that may be “we give your business exposure to over 2,000 homes in the Terrigal area and it’s a much better way to advertise your business than in the Terrigal phone directory”. That’s enough to say about it and you might even ask them a question like “how much is it currently costing you to advertise in the phone directory?” Because with this product it doesn’t cost anything nearly like that so it’s a really good idea to have an opening. So, “we offer you the opportunity to expose your business to over 2000 homes in the Terrigal area at much less cost than the regular phone book”.
Bev Great
Jenny And then you could say “do you actually advertise in the phone directory?” Start asking a couple of questions to involve them in the conversation because there is nothing worse than a telemarketer ringing and they talk constantly about what they have to offer without involving the customer in the conversation.

So the way we build rapport over the phone is to ask them a couple of questions and involve them. “How much is it costing you to advertise in the phone book in this area?” First of all find out if they do and then say we’ll that’s fine because with us you’re getting the same exposure at much less cost and we can offer you various size ads.

Then you go onto whatever else you offer which you did very well. You offered the quarter page, the half page and it’s always good to have a number of things to offer so they can choose from. Do you normally start with the lower price or the higher price?

Bev I usually start with the lower price because I would see that as a starting point with people and I can also see how I can start up-selling. I know that this time I did purposely start with the higher price and I also forgot to mention the premium pages as well. So normally I would say “you can advertise for $49 for a quarter page, $79 for a half and $149 for a full and then on top of that we have premium pages which are more expensive”. So I suppose immediately I have to start up-selling then if they do show some interest.
Jenny Yes, normally if you offer three sizes of ads they will generally choose the middle one anyway. As a rule, people do, but certainly not to frighten them you can start with a lower price and then go to the middle and then the upper price and then pause to see and then “oh and if you prefer we do have this month the two middle pages available and of course that is prime exposure and that is such and such a price”.

That was something I picked up: offering the three prices is good but bearing in mind that people normally pick the middle one. Then you’ll have to up-sell again so then you’ll go onto your premium pages.

Then your questions. What kind of questions to involve them in the conversation can you ask? So “Do you currently advertise in the phone directory?” what else would you ask them? “How much business do you get at the moment from your local area?” “Is that your main market?” something like that.

Bev Yes, that’s one that I have been using. “Do you currently get much business in Terrigal?”
Jenny Better to ask a question if you can which begins with How? What? Why? Which? Where? When? Who? The reason we do that is because those questions cannot get a yes or a no and when you want to build rapport with someone it’s really good to have a question which enables them to talk more about themselves rather than just saying yes or no and the conversation goes nowhere.

So if you ask a question beginning with How? What? Why? Which? Where? When? Who? you will get a much better response and you’ll get them talking about themselves. So maybe we could change the question “do you advertise in the local phone directory?” to “what size ad do you have in the local directory?” and if they haven’t got one, they’ll tell you “oh we don’t advertise in that”. So you can say “well here is a better alternative for you.”

Always bear in mind – whatever question you think of asking – change it to what we call an open-ended question so that it doesn’t get a yes or a no straight after.

So to summarise, we have to have some major benefit to start the conversation. The major benefit to the customer is that they are going to have exposure to over 2,000 homes. Then we are going to go into (rather than asking them straight away if they would like to advertise) asking them questions to build rapport, so that they are involved in the conversation and then we do our presentation about the different size ads, exactly how you did it – that was excellent.

Now another thing on the call was the level of excitement in your voice, which is required. Now you actually got a sale there, I think, because you had a very consultative tone, you sounded professional, you sounded like you knew your facts which you certainly did and that came across. However it could have been even better if you did it with a bit more excitement in the voice and said with a very big cheesy grin, a big smile because that comes across and makes you much more approachable. Smiling on the telephone is very, very important. It makes you sound friendlier, more approachable, less pushy and people won’t put the phone down on you so often.

What you could have said if you had a smile would have been “Hi Doug, I’m calling from the Terrigal Directory which exposes your business to over 2,000 homes”. So you make it sound interesting and exciting, a bit like reading a story to a child in bed. We kind of get the excitement in our voice because on the phone we only have tonality and we have words to use. We don’t have the body language which sells us in face-to-face selling. So we need to use our tone and our words correctly. If we have excitement in our voice and we are smiling we can also emphasize certain words just like I’m doing now to make it sound more interesting.

If you were making 50 calls a day your tone might suddenly get down and more monotone like “Hi Doug, I’m from the Terrigal Directory, we are offering you the chance to advertise and get exposure for your business to over 2,000 homes.” It doesn’t sound very exciting. So saying in a smiling voice “Hi Doug, I’m from the Terrigal Directory and we’d love to offer you the opportunity to get exposure from your business to over 2,000 homes.”

So, it’s like your voice goes up and you become more friendly and approachable; it’s the excitement in your voice that captures the person’s interest.

Now you didn’t do it wrong, you came across beautifully but it would be even better if you did it that way. So the phone picks up a lot of things. It picks up your tonality and actually words are not so important. Tonality is 75% importance and words are 25% importance so you might note in that opening statement there “I love”. Love is a good word to use. “I’d love to give you the opportunity to advertise in the Terrigal Directory”.

Bev So “I’d love to give you the opportunity” rather than “I’d love the opportunity to promote your business in Terrigal”
Jenny Yes, because that’s about you.
Bev Yes, it is about me.
Jenny It’s got to be a benefit to the customer because they only hear about what it is for them, not what it is for you. Do you see the difference?
Bev Oh, yes.
Jenny Okay, so then the call continued and you presented the different sizes of ads and the benefits of each, so that’s good. Then he came up with his questions which you were able to answer really well. So, on the phone also, knowledge is very important – really learn the material before you get on the phone so you sound confident. It’s very important to sound confident.

Now remind me, did he come up with any objections at all?

Bev No, he didn’t. There was nothing. He seemed interested in the size of the area and I’m not sure if he was weighing up whether it was good value for the size of the area or not. I pointed out to him that it was and he agreed. I didn’t sense any major objections. I know that he has a great product for the Christmas market so maybe we were straight in on the same wavelength.
Jenny Yes, that was something very good that you did. You actually looked at the business concerned and realised how he would benefit from advertising just before Christmas. So you made it particularly suitable for him. You found a reason to make it suitable to him and that’s important. You can look at the type of business you are calling and pick up exactly what would be important for that person. You know – what time of year would they advertise and you find out also whether it would actually be relevant to them. So you picked up on something really good there and that is what sold him.

What also sold him was your added value in offering to create the advertisement as your Christmas present to him totally free of charge. You found a compelling reason for him to buy now. So sometimes we need to think about making it urgent for people to buy. Of course with this Christmas offer he couldn’t refuse because he doesn’t even have to pay for the creation of the ad.

So it’s important to look for opportunities to make people buy now and create the urgency at the end of the call.

For the whole series of coaching calls click here for more information

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