The Tele-sales Price Habit – ‘Enjoy the Silence’.
Do you know if you make a noise when you are considering a proposition?
What if you were told the price of something you were looking to buy?
Would you make a noise then?
If buying something face to face, would you take control of your body language so as not to give away any signs of how you are feeling. Would you struggle to hide your dismay at it being a higher price than you’d hoped?
Chances are that you may respond differently face to face versus over the phone.
All that a seller has to use when conducting business over the phone is the words he or she uses and the sounds they make while using them, and while listening to their customer’s responses.
Your tone, volume, pace, pitch and pausing to name five skills will convey more meaning than your words alone.
When it comes to working in tele-sales at home, in an office or a contact centre, your tone will affect the outcome of your conversations more than any other factor.
When a customer service agent delivers a price to a customer over the phone they can’t see their customer’s reaction they can only hear it. Or as my opening gambit poses, not hear it.
A percentage of customers which may include you, make no sound at all while they consider if the price of a product or service represents good value or not.
What then is the tele-sales price habit?
This is what often plays out…
Customer: “Okay I see how the sound system works, how much is that?”
Salesperson: “The two wireless speakers and the software costs just £475.”
Customer: Making no sound but thinking quietly in their head if that is good value or not.
Salesperson: “What I can do as this is your first order with us is give you a new customer offer of £50 off your first order.”
Did the customer object to the price?
Did the customer make noises that showed their frustration?
Were they going to shout at the salesperson, then find a competing wireless sounds system seller and hang up and place the order with them?
Do they own a poisonous gas phone system that can send toxic vapor down the line to extinguish people who challenge them?
What has happened is that the salesperson has followed one of these routes.
- They don’t believe the product or service is worth the full asking price.
- They have an offer to apply, so they apply it.
- They want to get the sale and convert the customer regardless of profitability.
I can’t fix every department’s habits or beliefs in this blog, what I can do is suggest that a salesperson doesn’t leap to a discount.
If a salesperson can’t see a customer or hear them, they mustn’t interrupt them. That means not interrupting their thinking too.
If an agent isn’t receiving a price objection, then don’t give money off.
Why would anyone want to devalue their brand and their product or service when they don’t need to?
The answer is to wait to see what the customer comes back with from their time spent thinking. If they then enter into an objection or a negotiation, then handle the objection before you negotiate.
They may close themselves, “Yes I’ll take that.”
“Words are very unnecessary, they can only do harm, enjoy the silence.”
Enjoy the Silence, Martin Gore 1990. © Sony/ATV Music Publishing LLC