Telesales Lesley Aitken Les Mills Sales Training © 2006 Les Mills International Limited.

Telesales

Lesley Aitken

Les MillsSales Training

© 2006 Les Mills International Limited

A successful general will have more than one strategy. A football team with the greatest number of plays and capability of carrying them out can prevail over a team with more talent.

The same holds true for a salesperson. The more ways you have of communicating trust to the customer, the more successful you will be.

Kerry Johnston

Selling Les Mills on the Telephone

What would you like to learn from this work shop?

What would you like to be reminded of?

Foundation of success

Develop the necessary skills

Product knowledge

Inherent flexibility

Daily disciplines

The outstanding telesales

Think of the greatest Telesales Professional that ever lived, what would they look like, sound like, and how would they act when they are on the telephone.

You are now going to set the standard for a Telesales Professional in your organisation

professional

What language are we speaking?

Talk their language

Match & mirror – be the same

Understand the elements of communication

Listen up – check in

Avoid auto pilot

Small talk

Business talk

Customer centric selling

Pretend you are the author of your own dictionary and define the word selling:

The vital importance of adopting

Traditional

Customer Centric

We need to be good at customer centric selling

The Customer Centric Mindset!

Whose agenda is it anyway?

Engage in solution conversations.

Solution conversations should be usage andresult orientated rather than feature orientated.

Who is in the driving seat?

Your customers are in first class

Empower you customers

Employ the real human element

What motivates change?

All human and motivation decisions come down to two major forces

The need to avoid pain and gain pleasure

The three levels of need

Admitted Pain

Latent Pain

The pain chain

Pain flows through the entire club!

THE INITIAL OUTGOING CALL

Do your homework

1. Build an account profile

2. Gather information on the company

3. Visit their web site

4. Knowledge is power!

Be proactive

Know the number of calls/sales you can make

Get going early in the day

Get some success to start the day – success breeds success

Avoid the ‘drift start’

Plan who you are going to call the night before

Make sure you know the name of the power person

The 7 steps of the initial call

1. Establish rapport

2. Introduce the call

3. Qualification

4. Gain agreement to move

5. Determine the decision maker(s)

6. Conclude the call neatly

7. Follow up!

The initial call

Good morning (their name), my name is (your name) from (your company)

Hinge: “(Referral’s name) we haven’t yet met but (referrer’s name) has asked me to contact you. Choose an appropriate hinge from the hinge menu.

Do you have a moment to speak on the telephone?”

Step 1: Establish rapport

Step 1: Establish rapportUsing hinges

What is a hinge?: A hinge on which to hang your approach

Referral Hinge : Sarah we haven’t met yet but Andy Jackson asked

me to contact you…

Letter & Brochure Hinge: Sarah, did you receive the information I

sent you on Les Mills programmes?

Feedback Hinge: Sarah the reason for my call is to introduce myself

and also get some feedback on how classes are going in the industry.

Interest Hinge: We’ve had loads of interest in your local area

Introduction Hinge: Introduction Hinge: The reason for my call is to introduce you to my

company

The initial call

Step 2: Introduce the callState the call objective

Good morning (their name). My name is … from…

Do you have a moment to speak? (Optional)

Hinge: The reason for my call is to...

Or…

What I would like to do during the next few minutes is…

Give you a brief overview of (our company) and

tell you about another (club/group) we have worked with.

I would then like to learn about you and your situation.

Then the two of us will be able to make a mutual decision as to

whether or not we should proceed any further.

The initial call

Step 2: Introduce the callShare a positioning statement

We are in the business of helping over 7,000 health clubs and fitness facilities in more than 50 countries worldwide to (brief statement of how clubs use Les Mills)… “

Choose two or three key benefits from the menu below.

Increase group fitness usage

Attract new members

Reduce cardio area congestion

Improve member retention

Monitor and manage group fitness

Increase profit

Now share a success story…

The initial call

Step 2: Introduce the call

Share a relevant success story

A particular situation you might be interested in is another (health club).

The (Area Director) was having difficulty achieving (full classes).

He said he needed a way to (dramatically improve their group fitness programme and have higher studio attendance).

We provided his clubs with a variety of Les Mills programmes and as a result,

(he increased studio attendance and improved retention by 10%).

The initial call

Step 3: Qualification: Get pain admittedTransition to the pain

Anyway enough about how we have helped…

Tell me about you and your situation. (Listen up!)

The four possible outcomes

1.I’m having the same problem – ask questions

2.I’m having a different problem – ask questions

3.No pain, no problem (friendly or unfriendly) – ask questions

4.I have the same problem and already working on it –ask questions

The initial call

Questions to use:

What sort of studio programmes are you running?

Which ones are doing well?

Why do you think they are doing well?

Which two classes are not doing well?

Why do you think that is?

The initial call

Step 3: Qualification: Get pain admitted

What sort of numbers are attending classes?

What is your studio capacity?

How do you feel about the low numbers?

Do you mind me asking what sort of things you are doing to try and fix problems?

How would you feel if the numbers didn’t improve?

What effect would this have on your members? Your instructors? Your revenue?

The initial call

Step 3: Qualification: Get pain admitted

Outcome: No pain, no problems:

The top three difficulties we are hearing from clubs are. . .(choose three from the menu below).

1. Generating quality leads

2. Motivating instructors

3. Increasing class attendance

4. Cardio area congestion at peak periods

5. Monitoring and managing group fitness effectively

6. Increasing retention i) Are you facing any of these issues today?

ii) Are you curious about how we have helped our customers with

these issues?

The initial call

Step 3: Qualification: Get pain admitted

Outcome: I have the same problems and already working on it

1. Make yourself equal before you make yourself different

Seek to understand their vision (What, Where, Why, When,

Who & How)

2. Reengineer a vision

Are you also looking for a way to…

Would it help if you also had a way to…

3. Confirm

You mentioned you were looking at (original vision)

Today you also said you needed…

If you had… could you (pain)?

The initial callStep 3: Qualification: Get pain admitted

Step 4: Gain agreement to move

I’m glad I called you today (their name).

I’m confident we can provide you with easy solutions to your challenges.

I would like the opportunity to prove it to you. Would you give me that opportunity?

The initial call

forward

Outcome: Meeting scheduled

“The best thing for us to do is arrange a time in the next few days.

Now let me see, I would be able to meet with you on (day) at (time) or would (day) at (time) suit you better?

Great! What I’ll do now is confirm our meeting and my contact details by e-mail.

Can I just confirm your details please?” CONFIRM ADDRESS, DIRECT LINE, MOBILE NUMBER & E-MAIL

The initial callStep 4: Gain agreement to move

forward

Outcome: No meeting scheduled

Would you be interested in me sending you some information? Yes…

Also with your permission I would like to call you next week to find out if you have any questions about the information.

Would that be alright with you? Great!

Is it best to call you on Monday at 2.15pm or Wednesday at 3.15pm?

The initial call

forward

Step 4: Gain agreement to move

Step 5: Determine the decision maker(s) Let’s say you become convinced that it really is

possible to (repeat buying vision) and you want to go forward, what do you do then?… who else is involved?

The meeting will take some of my company’s resources and I may be premature at this stage, however I would like to propose that (name(s)) also attends the meeting. Is that fair?

The initial call

And professionally

Thank you for taking time out to talk to me today. I’m looking forward to (meeting or talking) to you on (date & time).

Step 6: Conclude the call neatly

The initial call

Step 7: Follow up

Stay in touch fairly often.

A no today – a YES tomorrow.

Avoid harassing! Gauge your nuisance factor!

Ask each person how they would like to hear from you.

The initial call

Avoid…

How often shall I contact you?

Say…

With your permission I would like to follow up with you in about 7 days to find out if you have any questions. Would that be alright with you?

Be sure to keep notes on all your follow ups.

The initial call

Step 7: Follow up

Summary

People buy from people they TRUST

Pain flows through the entire organisation

No pain, no change

Diagnose before you prescribe

Power buys from power

Recommended resources Selling with NLP: Kerry L. Johnson

Selling for Dummies: Tom Hopkins

Customer Centric Selling: Michael T. Bosworth

Power Sales Presentations: Stephan Schiffman

ACTION PLAN

According to Pareto's Law, 80% of your results come from 20% of your actions.

Only one in five of the things you do have a significant impact on your success.

What are your big rocks?