Selling over the phone can be hard, especially cold calling. You need to connect with a complete stranger and persuade him to buy your product or service. You need to give a flawless presentation and overcome every objection they have.
So, how to become a killer on the phone? How to be persuasive?
Introduction to SLP
The steps are:
- Get their attention in 4 seconds
- Create rapport
- Ask questions to gather intelligence
- Give a short presentation
- Deflect the objections
- Close the sale
- Make a customer for life
Buyers vs Non-Byers
- If it doesn’t fulfil their needs
- And that cannot afford your product.
The types of buyers
- 30 of them are ready to make a decision. They know they need it, they have enough pain and they are waiting to be influenced enough to say yes.
- 20 people are just shopping around. They may or may not buy. They can make a decision if they’re ready.
- 20 people are just curious. They haven’t thought much about and are not ready to do it.
- 30 other either have no money, or your product doesn’t fill any need for them. Of course, they won’t buy.
Caution: This is a very powerful system. You should never use it to convince someone to make a decision or to buy something they shouldn’t buy.
Three tens of your product
1-The product, idea, or concept
2-They trust and connect with you
3-They trust in your company
Three things you’ll transmit constantly
Sharp as a tack – You must come across as someone who is worth listening to because you can help them.
Enthusiastic as hell – This sends a subliminal message that you must have something great to offer. You must sound upbeat, enthusiastic, and full of energy. Show them you can be a positive influence in their lives. If you believe in the value of the product you’re offering then it’s easier to describe it passionately.
An expert in your field – From the time we’re young, we were taught to respect and believe in authority figures.
Rapport on a conscious and unconscious level
Have you ever spoken to someone and their voice just seemed to have such a relaxing, hypnotic effect in you? In a way that it didn’t really matter what the person said, you just enjoyed listening to them?
Some people have a natural form of hypnotic tonality, and these people seem to get along with a wide variety of people just by the use of voice alone.
The vast majority of us don’t have natural hypnotic tonality. But, don’t worry because you can learn it.
The first thing you want to do is achieve a soft, relaxing sort of tonality in your voice.
A mistake most salespeople make
The first four seconds
How do you convince the prospect that you’re enthusiastic and an expert in your field, in the first 4 seconds?
The answer is simple: Your tone of voice.
Tonality is a very important part of persuasion. Words with the right tonality will leave a powerful impact on an emotional and logical basis.
You’re basically controlling their emotions with your tone of voice.
According to Albert Mehrabian, human communication is:
Body language- 45%
E.g. When my mother used to call me when I was a kid: Edison (in a soft tone) it means that its lunch time. When she used to call me Edison (in a very angry tone), I instantly realised I was in big trouble.
You see, its the same word but the tone of voice gives a different meaning to it.
Tonality is the most important aspect of selling and persuasion. Yet, it’s the easiest one to master. You’ve been using it unconsciously during your entire life.
Tonality is the secret weapon of influence because it’s an unspoken language. Your prospect hears words and tonality influences without even knowing.
You’re going to attach the correct tonality on every word or phrase in your script.
We’ll use the tone of voice to express:
Absolute certainty- Your voice takes a firmer, more definitive tone. You show absolute conviction about whatever you happen to be saying. You’re certain that your product can help them.
Sincerity- It is a calm, confident, low-pressure tone that implies that what you’re currently saying to the prospect is coming directly from the heart. It shows you’re being absolutely sincere with them.
Enthusiasm- You don’t show enthusiasm by screaming. It’s bottled enthusiasm. It’s like a volcano inside you ready to erupt, but it doesn’t because you’re an expert.
The reasonable man- You use this tone at the beginning to ask your prospect for permission to explain the benefits of what you are offering. You want to imply that you’re both reasonable men, and it is a reasonable request.
Scarcity and intrigue- You lower your voice to just above a whisper. Applying this tone of voice triggers a sense of scarcity in the listener’s unconscious mind.
E.g. “This is the last week it’s going to be on the market”.
Implied obviousness- You create an impression in prospects mind that the benefits of what you’re selling are a given.
E.g. “Now, Bill, you’ll make money with this, but more importantly, what I can do for you over the long term in the way of new issues and arbitrage plays…”
I feel your pain- It is a tonality you can use when asking questions about uncovering their pain points and, if necessary, amplify them.
The key to this tonality is to express empathy or sympathy. You truly want to help them resolve it.
Micro agreement- As you introduce yourself, you are going to infer some micro-agreements. You can do that by phrasing a declarative as a question.
E.g. Hi, my name is Bill Peterson, calling from Forex trading company in London. How are you doing today?
Now, each one of these is a declaration:
- Hi, my name is Bill Peterson
- Calling from Forex trading company
- In Chelsea, London
Now we are going to phrase them as questions.
This implies: Right? Right? You’ve heard of us, right?
Now Bob is thinking: “Should I know this person? I better sound like I do!”
In that instant, your prospect’s brain goes into search mode and therefore their internal monologue is paralyzed from working against you.
This keeps the prospect in the game, opening a possibility for further influenced by you.
To better explain tonality and other steps of SLP, I’m using this script as an example.
I will explain which is the correct tonality in each word, why we are using it and how to deflect all the possible objections.
Hi, is John there? Yes
Hi John, this is Jordan Belfort calling from the global capital in Tampa Florida! How’s it going today? Good
Now if you recall, you attended a seminar last Thursday night over at the Marriot Hotel, with one of our top traders there, James
Ournell? Does that ring a bell?
Now, the reason for the call today is that you’re one of the last of the group who hasn’t enrolled yet.
If you have 60 seconds, I want to share an idea with you, go a minute?
Just a couple of quick questions so I don’t waste your time.
How long have you thought about trading?
Are you looking to trade part time or full time?
What kind of work are you doing right now? How is it going for you?
Are you currently investing in the market right now? How is it going for you?
Now let me tell you this: Based on everything you just said, the Forex Program is a PERFECT fit for you.
It is by far the most effective trading systems out there.
What it does is identify nearly imperceptible trends in global currencies at the pound, euro, dollar…
Get their attention in 4 seconds
We want to show the prospect that we are worth listening to. We want to show we have a very important deal for him which he doesn’t want to lose it.
Every word is important.
You’re entering someone’s world. And most of them have a life with lack of excitement, full of boredom and tediousness.
When you sound dull like the most of salespeople, he thinks, “Why do I need this for, I already got enough of that”.
But when you’re enthusiastic, you transmit power. It’s something different he is used with.
Hi, is John there? (Excited). Yes
In this case, tonality is: “I really want to know”
Hi John, this is Jordan Belfort calling from the global capital in Tampa Florida! How’s it going today?
Now we are going to infer the micro agreements. You raise your voice a little at the words, Global Capital, Tampa Florida.
Is it like saying right? Do you recall, don’t you? His unconscious dialogue goes to, should I know this?
Ok, great ( happy to hear that).
Now if you recall (The tone of mystery), You attended a seminar last Thursday night over at the Marriot Hotel (right?), with one of our top traders there (right?), James Ournell? Does that ring a bell?
There are 4 micro-agreements in there and the person will say yes even if he didn’t have.
Another important thing: You need to say the words “one of our” together.
When you say “oneofour”, you’re showing that you’re sharp as a tack and expert in your field.
Ok, great (enthusiastic). Now (upbeat), the reason for the call today (drop your voice to imply scarcity) is that you’re one of the last of the group who hasn’t enrolled yet.
If you have 60 seconds (Pause), I want to share an idea with you, got a minute? (The reasonable tone)
Questions and Presentation
While asking these questions, we’re going to implicit in our tonality that
- We Care
- We’re Trustworthy
- I have the best interest in my heart for you
Find the inner clients why. Why should the client buy your product? What is he looking for?
Write down the perfect questions for your specific industry and memorize them.
Ask for permission to ask questions.
“Just a couple of quick questions so I don’t waste your time”. (I’m here to help, not a big deal).
Big picture questions:
How long have you thought about trading?
How long have you actually thought about becoming a trader?
What would you change and improve with your current source?
What’s your biggest headache with your business?
The proper tonality here should convey sincerity, concern, and a desire to help resolve his pain.
Then you can amplify his pain by asking: “How long has this been going on?” “do you see getting better or worse?” “How it has affected your health or your family?”
What is your ultimate goal?
You want to know what they are trying to accomplish here. Your purpose is to help them achieve their goals.
Important tip: As the prospect goes on answering and expressing his problem, don’t say your product solves his problem. Just listen. You want to let him feel his pain a little bit. Right now you’re defining his emotional wants and his physical needs.
After, you’ll ask specific questions such as:
What kind of work are you doing now? How is it going for you?
Ar you currently investing in the market right now? Any stocks, bonds or mutual funds?
When you want to ask someone about how much money he got, you need to use an, “I hate to ask, no big deal” tone.
Just for suitability purposes (no big deal), how would you say your current situation is right now? Are you in good shape or struggling a bit (empathy)?
He will give one of three answers:
2-Either great nor bad
No matter what he says, you’re going to mirror him. If he says great, answer with excitement. If he says bad, you’ll answer with something like, “I totally understand” (in an empathic tone).
Now let me tell you this: Based on everything you just said, the Forex program is a PERFECT fit for you. (Absolute certainty).
The actual name of the program is Ultimate Forex. It is by far the most effective trading system out there.
What it does is identify nearly imperceptible trends in global currencies at the pound, euro, dollar. And it uses a sophisticated algorithm to find you in and out of the market, generating massive profits at the ridiculously low risk.
Are you with me so far?
Now in the past, these values were used strictly by institutional traders and hedge funds.
Average investors like you were simply boxed out of the market. The software didn’t exist for retail. Meanwhile, companies like Goldman Sacks and Barclays were using it to make hundreds of millions a month with virtually no downside risk.
Does that make sense?
In this case, we created a mental image by using metaphors and comparisons.
You should also link your product or service to an authority figure like in the example above. We used the comparison to show that someone is making lots of profits with a similar system.
Going to a soft close
Most people do not buy quickly. When you attempt a soft close they may not be convinced to buy.
Getting enrolled is really simple, just to question some basic information along with your card details, and I preserve a sit for you at next month’s training session.
All I’m asking is this, you give me one shot and if I’m half right (absolute certainty), believe me (certainty). (Pause) The only problem you’ll have is that I didn’t call you six months ago to get you started then (calmness). Sounds fair enough? (reasonable man).
It went from certainty to calmness to reasonability. That’s your basic closing pattern.
You shouldn’t close with utmost certainty because it shows you don’t care. But, with the “No big deal, we’re both two reasonable men”.
Here you don’t want to reveal all the benefits. Just a couple of basic ones, that are good and logical.
The art of looping
Looping is the phase where you try to establish the three tens.
When someone says he needs to think about it, you cannot go forward to the close. You step back, try to establish again the three tens and ask for the order.
Looping requires you to talk less about the product and more about your integrity, your company’s integrity and what you can do for them in the long term.
As you talk, each loop gets tighter until you hit an objection. At that point, you overcome it and there you ask for the order.
Now, let’s continue with the script. The prospect will most likely say: “It sounds good, but let me think about it”.
In this case, the best way to answer is by using a metaphor. You create an example for him that is undeniably logical.
Exactly, the true beauty of the system is that you’ll be investing your funds directly alongside institutional money. Do you know what they say about institutional money?
It’s smart money. Even when it’s not, it’s enough to fuel the market anyway, you follow me? He says yeah because that makes sense.
Now its time to sell yourself.
To do that you create an example that is undeniably logical that the prospect has to admit you’re right.
Let me ask you a question.
If I’ve been your broker for the last 2-3 years, making you money on a consistent basis. Giving you accurate information, you wouldn’t be saying let me think about it, but which is the next move, I’m I right? (Disarming tone)
Obviously, you don’t know me. I don’t have the luxury of having a track record together.
Let me tell you a little bit about myself:
My name is JB and I’m a broker on X firm, and I pride myself on giving the customers the best possible result.
I have been working on this company for 5 years and I’m planning to become a top producer this year.
And I cannot go there by being wrong and not giving clients the exact result they want.
If he says yes, move further in the line. If he says no or maybe, you have to be very certain.
As far as the company goes- It’s a transition to sell your company. Also, give your owner a name and add some facts that make him and his company stand out. A company they can TRUST.
Listen to me. Do this (you’re an expert and you’re telling them what to do)start small…
Give them an opportunity to start with a low price (if that’s possible) and then during the course, they can put more money.
Then they can throw another objection, “I need to talk to my wife”.
I hear what you’re saying, but honestly, you know as well as I do that your wife doesn’t consult you in every single decision she makes.
When she goes shopping for shoes, does she call you on the phone to make the purchase? Probably not. Come on you know what I’m saying.
Listen, here’s the deal.
You are creating a picture in his mind about massive benefits he’s going to get in the future.
Now, you put him in a situation where he loves the product. You’ve told undeniable facts of why your product is the best. They know it, they feel it.
You have created the picture so they emotionally feel it.
You’ve talked about the wife, about the future to create an emotional one for buying. And the worst it can possibly happen is losing $250. It’s nothing considering the upside potential of buying.
If he gives another objection say:
All I ask is this, give me one shot. Give me 60 days to prove myself to you. And If I even do half as well for you as I’ve done for my other clients.
Believe me, the only problem you’ll have is that I didn’t call you six months ago to get you started then. Sound fair enough? (Reasonable men).
If he insists and says, “I need to speak with my partner/accountant”. Go back into another loop.
In this case, you say “I understand you need to talk with the accountant but let me say this”. And you resell yourself and company quickly.
Then you say, “The beauty of this system is that is so simple,” and you explain how easy is to start and that he doesn’t need to talk with someone.
A quick summary of phrases for looping
He says an objection, you say “let me tell you this”. Say something about the product, company, about yourself and ask for the order. Repeat this each time he has an objection.
These language patterns will help you move the client down the line.
Does it make sense to you? Do you like the idea? Use a calm, curious tone.
The true beauty of the system/product. It’s a transition and then goes on to describe how your product will make their life easier.
If I had been. By using this phrase, you’re dealing with the problem of trust.
A far as my company goes. It’s a phrase to transition from selling yourself to selling your company.
What we can do for you beside this transaction. It’s more a declaration. You explain what he will get in the future.
What’s the worst that can possibly happen? Here you explain there are little downsides and HUGE upsides.
I understand what you’re saying. This is your response when someone objects. It shows that you care and you’re empathic.
Cash outlay of only or It’s an investment. You’re stating that the price is reasonable considering all the benefits you’re going to get.
PS: If you’re serious about learning the psychology of selling and how to close more sales then you need to check out Jordan Belfort’s online course.
The course contains 10 Cds explaining in detail every component of the Straight Line, and you also get instant access online.
Plus 1-year access on Jordan’s mentorship program, where you get monthly intensive training videos.
In other words, you’re basically getting 30 years of career in sales in one course.
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