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Need help convincing people to buy your product? Well, you’re not alone.
One of the biggest challenges a business faces is trying to close a customer. Difficult as it may be, it is still necessary to keep your business going and spearhead towards success.
But let’s not start off on such a low note. A study by RAIN Group revealed that 82% of buyers accept meetings with sales reps who proactively reach out.
Also, persistence pays off! By being more persistent and diligently following up with prospects, sales reps can increase the conversation rate by up to 70%.
Not all hope is lost.
With that said, we’ve shortlisted 14 tips to help you convert your prospects and convince them to buy your product or service. We categorized them into 3 main categories and even included some pro tips from sales experts! 👇👇👇
Contents
1. Cold call pointers
Smile, even though prospects can’t see you
This might sound absurd, but smiling affects how we speak.
There’s a term for this technique – “Smile and dial”. As its name suggests, you simply smile while you dial.
According to research done by the University of Portsmouth, listeners can identify the type of smile based on sound alone.
People can also differentiate vocal intonation not only between a smile and a non-smile but among different types of smiles. This can greatly affect the tone of your voice and the mood of the conversation.
So, while your smile might not be seen, it can be heard.
Appeal to prospect's motivations
“Customers like to feel that they are buying, not being sold.”
Sales reps need to do research on their prospects to gain a better understanding of their profiles before each call. But in reality, it’s practically impossible to have an in-depth understanding of every individual prospect.
At the very least, you should have a holistic understanding of the challenges they might be facing.
With this information, learn their motivations for seeking a solution and tailor your pitch accordingly.
This can help make it easier for them to see how your product or service can solve their business problems and is more likely to convince them to buy.
💡 P.S. If you need more cold call tips, check out our article on how to sell over the phone like a pro!
2. Conversational tips
Avoid jargon or complicated language
You know your product well (we hope!) so you understand the technical terms used to describe the impressive features.
But all that technical talk can make things a little too complex for many and make their eyes glaze over in seconds.
Keep the language as simple as possible — the average joe should understand.
Instead of reciting an endless list of features, opt for a more concise approach that involves explaining how the product or service will benefit them.
You’ll be able to persuade your prospects more if you talk about your product using language your customer understands.
In essence, point out what’s in it for them.
Don’t read off the script
It’s not a matter of whether you should use cold call scripts, it’s how you use them that determines the success of your calls.
If you read off the script, you’ll sound robotic and unprofessional.
The purpose of the script is to act as a guide or checklist to remind yourself to mention the key points in the call. After all, cold calling can be a daunting task, and having a script to occasionally fall back on can reassure you.
In essence, you can use a script, just don’t act like you’re using it. Be as natural as possible and consciously use your own words.
Adapt quickly to changes depending on how the conversation flows and tailor each conversation to the prospect.
Use your prospect’s first name
It’s important to know your prospects’ names and the names of their business before reaching out to them.
A study shows that our names are intrinsically linked to our self-perception and identity. That’s why we naturally become more engaged and trusting of a person when they address us by our names.
Addressing your prospect by their first name also makes the conversation more personalized and shows that you are trying to build a relationship with them.
If you don’t know a prospect’s name before the call or need help pronouncing it, find out during the call. It shows that you want to know them better.
Be genuine in helping your prospects
Help your prospect, instead of referring to features and benefits. This centers the conversation on the other person, not you.
Using a consultative approach builds trust instead of being pushy and trying to shove your product in your prospect’s face.
By building rapport with your prospects, they will be more willing to hear your pitch and initiate the conversation by asking questions, etc.
Also, they’ll be more likely to be receptive to follow-up calls.
Establish a relationship with your prospect outside of the sale and your deal will likely be easier to close. A little bit of sincerity can go a long way in helping you convince someone to buy from you. 👍
Don’t be afraid to have longer monologues
Successful cold calls have a longer average monologue duration of 37 seconds, compared to only 25 seconds for unsuccessful calls.
As long as you’re not rambling on about information irrelevant to your prospects’ problems and your product or service, don’t be afraid to have longer monologues.
Research shows that successful cold calls have reps talking more than their prospects. The optimal talk-to-listen ratio is 55:45%.
Of course, while it’s okay to have longer monologues, don’t be the only one talking. Sales reps should not forget to give their prospects time to speak their minds too.
Provide affirmation
There’s no such thing as a stupid question.
Isn’t it better when prospects ask you questions? It shows that they are interested in knowing more about your product or service.
So, you shouldn’t be making your prospects feel embarrassed for clarifying their doubts.
Keep in mind that your prospects do not know about your business before this call. If they have any questions, you can provide words of affirmation.
For example, you can say things like “I understand where you’re coming from”, “That’s a good question” to reassure them that they’re being heard and respected.
3. Psychological tricks
Be confident
The first step to being confident during a cold call is to know your product inside and out. You should know what you are talking about and be ready for any questions your prospects have.
If you’re the type to get nervous easily, practice your pitch before the call and prepare answers for potential questions they might ask. This way, you won’t be caught off guard and stammer during the call.
People trust people who know what they’re talking about. Signal to your prospects that you are highly knowledgeable in the industry.
Mirror the prospect's tonality
The best reps make themselves familiar and relatable to their prospects.
One cold call technique they use to do this is mirroring. Mirroring a term used to describe behavior in which one individual adopts the speech patterns, body language, gestures, or attitude of another. It happens unconsciously in social situations and sales reps can use it to their advantage.
Adapt your language, tone of voice, and pattern of speaking to mirror your prospects. This builds rapport and increases the odds of being “accepted” by the person you’re talking to.
For example, if the prospect tends to talk about personal experiences, respond with personal experiences of your own. This way, they will find you more relatable.
Keep your ear out and listen to how the prospect speaks and the words they use. Then, mirror the way they talk. This can make it easier for you to persuade them to make the purchase.
Use specific terms in your pitch
Contrary to popular belief, it’s not always just about how you say it. What you say matters too.
Certain words carry more power than others and can affect the outcome of the conversation.
For example, asking questions that start with “who,” “what,” “where,” “when,” “how,” or “why” have a higher probability of thoughtful responses.
While words to be avoided are “would,” “should,” “is,” “are,” and “do you think,” as they can limit how people respond to you (such as “yes or no” answers).
Try asking yourself some questions starting with the different words. See the difference?
By formulating your questions to start or include the 5Ws and 1H, you condition the listener to provide you with open-ended responses.
Before diving into any conversations around value, many reps start with the phrase “we provide,” and list off a variety of offerings.
However, the use of “we provide” immediately puts up walls of resistance. It warns prospects that a pitch is coming. Close rates drop 22% when “we provide” is used four or more times in a single call.
Avoid using words with the wrong connotation can prevent you from priming your prospects from thinking that you are nothing but a salesperson trying to sell them stuff. This makes it easier to convince them to buy from you as they do not have a guard built up early on in the conversation.
Case studies and testimonials
This is your chance to flaunt your company’s achievements. Use case studies to highlight your product’s ability to solve a particular business problem.
Mention some of your more well-known clients to make you seem more credible. Of course, don’t talk about it with a braggy tone. No one likes a show-off.
To someone who doesn’t know about your brand, hearing big names using your product or service instantly makes you look better.
After all, if you don’t have a good product, why would companies purchase from you in the first place?
Don’t forget to share some success statistics achieved by companies from various industries. Name dropping reputable companies and talking about results achieved by your clients can help you convince your prospects to buy from you.
Leverage FOMO marketing
The fear of missing out (FOMO) is a psychological phenomenon. This term means fear of losing the opportunity to buy or do something.
You can leverage FOMO marketing to persuade prospects to purchase from you. It can be used to make leads feel they may fall behind their competitors without your product.
It makes potential customers more likely to take action.
One of the most common FOMO marketing techniques is making offers time-sensitive. This is when you create a limited offer, encouraging your customers to commit to a purchase before the price goes back up.
For example, offering a one time offer that would not be available in the future (eg. 50% off). People are pretty price-conscious, so this type of messaging works by engaging our fear of paying more than we have to.
The best thing is that your offer doesn’t have to be all that time-sensitive. That is, you can present it as if it’s a once-in-a-lifetime deal, but you might still run multiple very similar discounts throughout the year.
Tips from business leaders
Edouard Obin
According to Edouard Obin, an Accounts Executive at Salesforce, approaching customers by hard-selling a product or solution first is not the best way to do sales.
He suggests that you should start the conversation with a particular use case by finding out the pain points and challenges the customer faces.
Once you have figured out their current business problem, steer the conversation to the solution. You should explain how the solution will bring value to their business.
“Salespeople should be consultants first,” he says. Their role is to understand the problems to add value to the prospects.
Bian Yue
Bian Yue, a Business Development Executive at Novocall, recommends asking more questions than talking about your product.
She suggests asking about the sales process of the prospect.
She further adds that you should simplify terms, use language that they will understand, and try to learn their jargon. This will lower the communication barrier.
“Listen for small details about their pain points — be sensitive”, Bian said.
She encourages you to use prospects’ pain points to your advantage by letting them know that you can solve their problems.
She added that you should talk about the benefits and value you can bring. Always link it to your product in terms of the benefit it can bring to them. At the end of the day, all that matters is the value you are providing to prospects.
Dean Moothart
According to Dean Moothart, Director of Client Solutions at LeadG2, you should share relevant content that positions you as a thought leader and then follow up.
It can be helpful to contact your target via email before you call them.
“Don’t send a generic email. Use the information you uncovered from your research”, he adds.
Moreover, he recommends including links to relevant thought leadership content. If you are a published author of the content you are linking, it would be even better. This will help you position yourself as a subject matter expert in the eyes of the prospect and not just a run-of-the-mill salesperson.
“Who doesn’t want to talk to an expert who has experience solving their business problems?”, he said.
Conclusion
Convincing customers to buy from you is not easy. As much as you dread it, it is still necessary for business growth.
However, we hope that these tips give you the confidence and a certain fearlessness to boost your sales performance.
Remember, success takes time.
Don’t give up after a rough conversation or ten “no” responses. Keep going. Possibilities are out there. Those who conquer them are those who don’t let a slammed phone phase them.
For more tips like these, subscribe to our blog below! 👇👇👇
Faye
Faye is a digital marketing executive at Novocall. When she’s not busy writing articles for Novocall’s blog, she spends her time baking and playing with her dogs.
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