How to Sell Like a Telephone Superstar to Difficult Customers
When it comes to phone sales, difficult customers are part of life. Sometimes they can be turned around, sometimes they cannot. But, there is a higher probability of selling to them if you can relate to them, and figure out where they're coming from, without being intimidated or frustrated. Here are some ways I try to dispel their venom, all the while building grounds for a sale.
Keep an even tone to your voice and show no negative emotion. Be calm, and have an easy manner. By doing this, you are maintaining control of the call. If the customer rants, stop talking and let them spew their anger. When they're done, acknowledge what they have said, and then continue on with the negotiation or sales presentation. Show respect but also expect it back from the customer, without rudeness. This means being firm, authoritive yet friendly, and sticking to the point of the call. Give the customer reason to trust you. The voice is your most powerful weapon. How you use it is important. A low and steady tone is what works best for me. Find what is best for your individual needs and build upon it.
Remember, if the caller is mad, most likely they are unhappy with the company's promotion or policies, not at you personally. Talking with salespeople on the phones can bring out the worst behavior in some people. Angry or hostile people may want you to feel as lousy as they do, so don't give them the satisfaction. Answer their questions, did they misunderstand the promotion? Have solutions for their problems, the best you can. Try breaking the tension with a light joke or statement (weather, etc). Don't be their enemy or egg them on, be their concerned "friend" (in a firm way). By being the bigger person, and keeping cool, you show the customer that you deserve respect. It's all about positivity and psychology. Customers can get on all of our nerves from time to time. What I do is stop, get coffee or walk around and get my center back before going on to the next call. Never poison the next call with negativity, it must be diffused as quickly as possible in order to keep good sales stats.
When your position requires asking for customers' credit card information, they can be very touchy. Giving out a credit card number to a total stranger is something that is scary for most people. We've all heard horror stories of scams, and it's our job to build the customer's trust in order to get the sale. If the customer is getting uptight or unpleasant, let them know positive aspects about your company. For example, if your company is registered with the Better Business Bureau, let them know. Tell them how long you've been in business, give references if warranted. Show them that you are legit, and that your company isn't going anywhere. Be real and totally ethical. If the customer does give you the credit card number, don't repeat the number back at them. Nothing strikes fear in my heart more than hearing a phone agent repeat my private information back to me. I don't know who else is right there with them, so with my own customers, I don't give them any reasons to doubt me. The doubt is already there, the goal is to lessen it.
When dealing with an obnoxious customer, who doesn't want to buy whatever you're selling, joke with them, but not at them. Don't defend yourself, don't insult them, just have a laid back persistence, as you continue to try and sell to them. They eventually get tired of trying to get a rise out of you and hang up. Some of them may even listen and eventually buy. Be patient and try to draw them out by relating, even if they are acting repulsive. Just make sure to maintain professionality. It's all about the money, and not personal. If they make insults at you, consider the source. It doesn't matter to me what some mean-spirited person thinks. I just thank my lucky stars I don't have to live with them, and wonder how they live with themselves on a daily basis. By laughing (silently, to yourself) at the situation, you stay in control of the call.
Do everything by the book. Cross your t's and dot your i's. Because some opportunistic types might be looking for a mess-up so that they can complain about it, and possibly get a discount. Be professional and give them top quality, detailed service. Be kind, quick to answer and alert to any questions thrown your way. Be the best salesperson you can be. Customers may not really have it out for you, but sometimes what they say can hurt. By being respectable, ethical and consistent, you will keep your respect and self-esteem during even the meanest attacks.
It goes without saying, know everything you can about your product. If you work from your home office, like I do, then support may not be immediately available, so it pays to be as prepared as possible for answering questions of every kind from customers who persistently ask a hundred questions. By being inquisitive in your product, it shows interest, so don't write off the customer as being difficult. Answer each and every question. If you don't know the answer, go find it and get back to them with it. If they apologize for asking so many questions later (many of mine do), just tell them it's your pleasure to help them. And silently to yourself, feel good about the situation, that you turned them around and made the sale.
By being patient and calm, firm yet friendly, your sales can go through the roof. My sales conversions are usually nearly double what others doing my job are, because I am persistent and firm. If the caller is lonely, I chat a little with them. If they're in a hurry, I pick up my sales pace a little while maintaining my voice quality. Make sure to be thorough, and don't sound like you're reading anything. Conversational is the key. By relating to your callers, you'll see your checks and your confidence grow. Don't give up and remember, once the call is over, most likely, you'll never see that person again. So, don't sweat it. Maintain positivity and refine your selling to tough customers. In time it will get easier, on the times that are hard, remember that it's only temporary. The sun comes out again tomorrow..the next call could be a sale. Some will, some won't..who cares? Who's next?! Never take your eyes of the goal, a bigger paycheck.
Carolyn McFann is a scientific and nature illustrator, who owns Two Purring Cats Design Studio. Her website can be seen at: http://www.cafepress.com/twopurringcats . Ms.McFann is a seasoned, well-traveled artist and photographer. She has lived and worked in Cancun, Mexico for two years, among other interesting professional assignments in other countries. Clients include nature parks, museums, scientists, corporations and private owners. Her focus is on realistic, natural artwork and illustration through her agent and her website. She has been the subject of tv interviews, articles for newspapers and other popular media venues.
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