They might as well say, “I’m not very good on the phone at describing what we can do for customers.”

It’s also like when people say, “We sell a service. You can’t sell that by phone.”

Listen carefully, my friends: people don’t buy products or services. They buy the end result. They buy a picture of the end result–with them in the picture. Regardless of whether you’re selling a product or service, you’re selling the same thing: the result.

KEY SALES POINT: People buy because they experience (see, feel, hear, taste, or touch) in advance, the results of using/owning/feeling the results of your products or services. Describe those results in sensory terms and you’ll sell more.

And the more you can get them involved over the phone, the better.

Ask them to write something down when you make a point. Ask them to punch numbers into their calculator.

If you sent literature, or if you know they have your catalog, ask them to grab it. Then have them turn to a page with you, and discuss what you both see. This helps to bridge the visual gap.

Also, emotionally, you can use words to help them “see” what you’re talking about. Use graphic descriptions, with colors, action, taste, or smell to stimulate their senses.

For example, if someone said, “This cleaner will really do the job for you,” that’s not too moving. but, consider the difference if someone said, “this cleaner will wipe away stains as easy as a wet towel erases a chalkboard. And it doesn’t have that sterile, hospital smell. It leaves a pleasant scent, kind of like a bowl of fresh fruit.”

Great salespeople have no problem using the phone to describe the results they deliver. That’s because they understand those results, and how they fit with what the prospect/customer wants.

Good selling,

Dave Rothfeld