Recently I started working remote several days a week. This is the first time in my career that my children can actually see what I do for a living. The other day my youngest daughter heard me making phone calls. She asked me if I was one of those people that call in the evening while we are eating dinner. My proud response was, “Most certainly not!” I explained that I make calls to other business people like myself, and I don’t force myself on them at annoying hours. She then asked me if everyone I call talks with me. How I wish!

I believe the use of professional phone etiquette increases my opportunities for success. Let’s take an example of a call I received from a salesperson today. The phone rings, I answer, and someone asks me if this is Mrs. English. Right away my heart races. I am afraid it is my daughter’s school calling with an emergency. When I said yes, the sales person started talking. Thirty seconds into the call I finally realized the nature of the call (not the emergency I feared), but wondered what company she represented. She had not identified herself or her company. She asked me questions that regardless of my responses prompted a scripted reply from her. Often, her reply did not address my objection, just a carefully orchestrated arrangement of words that did not address my needs. I told her politely, my amiable side, that I was not interested at this time. I told her three times; she just kept on going. Finally—I did admire her persistence—she relented and we hung up. As soon as I hung up with her I said to myself, “I’ll never buy from you or your company.” Were you able to spot some of the things this salesperson did, or failed, to do that sealed her fate with me?

Ask Permission

For example, “Bob, this is Cheri English from Sales Concepts, do you have a few moments to talk with me about developmental training for your sales team?” Sure, they can say no, but you earn respect for acknowledging that you may be interrupting an important meeting, another phone call, or their planning time. Your chances increase dramatically of getting an appointment by phone or in person at another time.

Introduce Yourself

There are salespeople who feel that they will hook you first with their opening and then introduce themselves, but I always feel like I can’t trust someone who doesn’t identify himself/herself and the company first. Amiables are big on trust and relationships.

Close Your Mouth

Next, I realize many of us are working longer hours with fewer resources and that impacts other important functions like eating! However, I do not want to hear you munching on your lunch or snack when you call me and please don’t chew gum.

Scripts

As a learning tool, scripts are okay for salespeople who are new in their positions, but they should not be used as a speaking tool. They give new sales people an idea of what they can say, and how to overcome some objections. When someone calls me, I want them to talk with me as if I am their only prospect, and that they have only my needs and interests in mind. If I hear a script, I know I am just one of the masses being called.

Ask Questions

Ask questions to learn about needs before recommending solutions. Make sure the solution fits the need. This caller asked me two questions—just two questions. The questions required only a yes or no response. How much did she really learn from those questions? Whenever possible, use questions that require the prospect to respond in detail. Use the six W’s: who, what, where, why, when, which and whow (really it is how, but I said six w’s).

Say Thanks

Regardless of the outcome, thank prospects for talking with you. If they are not in a position to buy from you, perhaps they know someone who is. If appropriate, ask for a referral. I recommend sending a personal thank you note if they give you a lead. It is a risk for someone to give you another person’s name and number. Sending a thank you note to the provider acknowledges you understand the risk.

Maintenance

If you use the phone as your primary sales tool, be sure to perform regular maintenance on it and yourself. Be sure your phone line is clear and free of static or other distracting sounds. Then, make sure you sound like you just had your oil changed and you are running clean and efficient. If you find yourself dreading the telephone, it might be time for a tune-up.

The Gatekeeper ... by Brent Bartenfeld 

Maximize Your Telephone Advantage... by Brent Bartenfeld

Telemarketing ... by Katherine Duley