Selling to Anyone Over the Phone by Renee P. Walkup

IN AN INTERVIEW on public radio, a classical musician commented on a particularly complex piece by a contemporary composer: "It appears difficult, but once you learn it, it's not that hard to play." Very intimidating at first glance, the piece would scare off less tenacious musicians, who would choose something else to play for competitions or performances. Taking the time to learn the piece, the persistent player discovered the natural progressions in the notes, allowing him to offer something unique and complex when he played in public. What stopped most musicians was the initial, forbidding appearance of the notes on the page. Those same notes, whose arrangement came to make sense to the professional musician, offered a surer way into auditions and performances.

Decoding the complexities of gatekeeper selling situations and taking time to learn strategic methods of managing those situations can make you the master performer within your own competitive circumstances.

If you define a gatekeeper as the person or system between you and your sale, you will find many different types as you work through your daily sales calls. Each type requires a slightly different strategy, but each also is a threshold for you to move through to get to the real decision makers. Gatekeeper examples include voice mail, automated PBX, and live people, who might have varying degrees of involvement with your customer.

Voice Mail

Think of voice mail as the automation that most individuals and companies have to announce who they are and to accept messages.

Direct First-Person Voice Mail

Congratulations! In this case, you have reached the person's individual phone at his or her desk or a mobile device. There is a lot you can learn about your customer by listening to the voice-mail recording.

Here's a tip: If you know you need to make an important call on Tuesday to Jose Juarez, a very solid lead, call Jose's voice mail late at night, when you know he isn't there, and listen to his voice-mail message, so you can prepare for the call the next day. Using this method, you will be able to listen to the customer's voice recording more than once to learn his personality style from the voice-mail clues. For the actual sales call, it will be as if you already know him through his voice and can better plan for your call the next day.

As you listen, pay attention. Does he sound assertive and brusque or more passive? An assertive tone sounds forceful, confident, maybe hurried, direct, clear, and abrupt. A passive tone might sound more hesitant, careful, maybe detailed, has more filler words (uhm, oh, etc.), and typically pauses. This assertive versus passive determination is the first-level screen for you to identify the customer's real personality type—in advance of having a conversation. *

If the voice sounds assertive, the customer will be an A or E; if passive, the customer is either a K or a P.

The next clue you'll need to listen to is whether this person sounds abrupt, friendly, or upbeat.

As sound terse. ("This is Jose, leave me a message.") Notice how short the message is. As do not like to waste time; they thrive on accomplishing tasks quickly. You might note that many As also record their phone messages from their mobile phones (often on their way to the airport and going through a tunnel!)

Es sound more upbeat and animated, comparatively. ("This is Jose, since I missed your call, leave me a message and I'll call you back. Thanks a lot.")

If the customer sounds passive, this is a P or K.

Ps sound more monotone, remote, and possibly disinterested. ("You've reached Jose Juarez, leave a message or e-mail me at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it ")

Ks sound warm, calm, smiling, and fairly detailed ("Hello, you've reached the voice mail of Jose Juarez. Sorry I missed you. You may leave me a message and I'll call you back just as soon as I return to my desk later this afternoon. Have a nice day.")

The challenge for you as the sales professional is that in a real-time call (one you didn't do the night before as an inquiry), you have only two or three seconds to determine the type, and then make a decision as to how to manage the conversation. For this reason, prime yourself before each call to be ready to analyze and respond to a voice interaction. Be patient with yourself as you become accustomed to this process. You will learn to respond more quickly, just by practicing. It helps, though, if you are free of distractions each time and listening at a deep level so you can concentrate.

Leaving a Message: You can prepare to leave a voice-mail message consistent with the customer's personality since you already know this person's style. Match the personality and delivery style: Your tone, inflection, speed, energy level, amount of detail, rhythm, and approach should be consistent with the customer's natural style. The purpose is to elicit a returned call.

Precise customers sound monotone, unemotional, and low energy. Ps typically do not like to communicate over the telephone. Email is their preferred contact method. So, it stands to reason that they sound as if it is almost painful to use the phone. This impression does not necessarily equate to their character or general happiness, but it does typify the way they communicate over the telephone.

If you are a high-energy person yourself, you will need to speak more slowly and deliberately for the P. Keep your message brief—between seven and twelve seconds—but resist the urge to speak too fast. If that's too much pressure for you to do on the fly, prepare in advance with some sort of outline for a message that fits that person, such as: "Hi, this is Renee Walkup from SalesPEAK, and I'm calling to briefly discuss your sales team. Call me at 678-587-9911." Remember to say your number S-L-O-W-L-Y. You are used to the number, but your recipient is not. No one will play the message several times to try to make out a garbled phone number. Even though that is generic as a message, you will need to change the energy level and tone to match the personality of the person on the other end.

For Energized customers, you'll want to match their style with an energetic, lively, compelling message. Use clear enunciation and an upbeat rhythm. These customers enjoy excitement and want to hear enthusiasm in your voice, tone, and inflection. Just remember to slow down when you leave your phone number! Your message may sound like this: "Hi Kathy, it's Renee Walkup with SalesPEAK and I wanted to get your opinion on an opportunity. Call me back at 678-587-9911. Thanks, Kathy, and I look forward to hearing back from you.

For Assureds, you'll match them with extreme confidence; be clear and quick. Use strong words, such as need, have to, and call me. Remember, uhms and pauses will make you sound less confident and professional. An Assured will pick up on this immediately. Also, avoid leaving a too-long message. The As are the customers who are the least patient, have the shortest attention span, and that includes voice mail. Leave a message similar to this: "Gary, this is Renee Walkup with SalesPEAK. Call me at 678-587-9911."

Kind customers prefer pleasantries, a calm, warm, and friendly-sounding voice. Be unhurried. Take your time with these messages; feel free to include as much detail as necessary, and you'll find that you build rapport just in your voice mail. Avoid sounding too hurried, pushy, or "cheesy." These customers need to hear sincerity and caring in your tone. Your message may sound like this: "Robin, hi. This is Renee Walkup with SalesPEAK. Hope you are having a good day. Give me a call at 678-587-9911 so we can discuss an idea that may interest you. Thanks, Robin."

Variation on Voice Mail: Right Customer but Wrong Voice

Typically, someone of the opposite sex has recorded the outgoing voice-mail message. This is often done by an assistant, so you know an additional gatekeeper is involved, that there is a person between you and your customer, not just voice mail.

Strategy Since there is not enough information conveyed by this voice mail about the actual customer, see if you can get a receptionist or someone else on the phone. Identify yourself and say, "I noticed that Mel isn't answering his own phone; can you tell me, what is the best way to reach him?" Sometimes the person will give you an alternate number—including a cell phone!

Computer-Generated Mailbox Recording

This is either technically required by a phone system, or it is possible that the person is such a high P that she hates the phone communication. This customer will leave her name only to be substituted into the programmed message. In some cases, the reason for the computer-generated message is that the customer is an A person who doesn't want to waste time recording a message because she is too busy doing much more important things.

Strategy: Listen to the energy in the voice. Use an even, generic voice and tone—not too energized or too slow—but use strong words to create a sense of urgency without sounding like it's an emergency.

Company Automated Menu (No Information)

Many companies are going this route to save money on receptionists or PBX operators. Perhaps you simply hear a robotic extension number or a computer-generated voice.

Strategy: Listen for the options to reach a receptionist. Take the time to follow the menu to get to the person's extension.

Tip:

If the specific extension for your customer is not on a list, opt for a person to help you secure the exact extension or number. Even if you get the wrong person, he or she might be inclined to give you the number—rather than transfer you to a receptionist, who has been trained to keep people (like us) out.

Live Person Answering the Phone 

When you reach an employee, not the customer, professionally request to speak with the individual.

Receptionist

By definition, this person handles all inbound calls to that company. He or she answers for the company, then transfers calls. Company receptionists sometimes take messages; however, most often they move you into voice mail. Depending on the size of the organization or level of responsibility, this person may have a tremendous amount of information or may have nothing but an extension.

Strategy #1: You need to find out what this person knows. How? Start a brief conversation with her, building rapport as you go. For example, provide partial disclosure to her.

Receptionist: ACE Construction, this is Linda, how may I help you?

Salesperson: Linda! This is ______. Is Rasida around this afternoon?

For a small company this is the best technique. You use a familiar voice to sound relaxed and expected. The receptionist often reads into your tone and inflection that you are a close personal friend of Rasida's.

Strategy #2: If you are calling a larger company, your approach may sound more like this:

Salesperson: Linda, this is ______. Say, is Rasida Sandera in this afternoon?

Strategy #3: If you don't know the receptionist's name, say:

Salesperson: Hi, this is  ______. I need to speak with Rasida Sandera. Is she in?

Use a familiar, friendly voice. Keep in mind that you are talking to someone who is treated like a PBX all day. Your personal and friendly voice is welcome as long as you don't overdo it. Remember to give your name first. Manipulative salespeople typically don't give their name. Receptionists are trained to ask questions in order to screen callers. By exchanging your name for theirs, you disarm the receptionist by not presenting an invasive front. We refer to this as the full-disclosure method.

Tip

Whoever is asking the questions is in control of the call. If the receptionist has to ask questions such as your name, your company, or what the call is in regard to, the receptionist becomes the controller of the call. We never want to have a barrier between us and the real decision makers, and we want to be in control of the call.

You should always sound like a professional on a professional mission. Don't offer your company name if it sounds too sales-y , but be sure to be forthcoming with your own name. Most of the time, receptionists don't ask for company names if you make it sound like Rasida is a personal friend. If you are asked, though, say the company name confidently, as if the customer would want to hear from your company. You may even disclose what business you are in, if the company name isn't obvious. This approach disarms a nosy, or well-trained, receptionist.

Strategy #4: If you have reached the receptionist during a follow-up call, say:

Salesperson: Linda! Hi. This is . Rasida Sandera wanted me to give her a call back today. Is she in?

Remember, only say this if it is true. A receptionist who puts through a call under false pretenses gets in trouble, and you have forever closed that gate. (Believe me, she'll remember your voice, company name, and maybe even have noted your number from the Caller ID.) You might choose to say:

Salesperson: This is ______. I'm returning Rasida's call; what's the best time to catch her in?

Sometimes they will put you through, or give you information on when to call back. A receptionist is an initial contact and has less of a stake in screening calls than other types of gatekeepers.

Exercise: Take some time to look over your contact list. How many of your calls fall into the category of receptionist?

Activity: Call three receptionists in your file and use the techniques described previously. Record the reactions you receive. (Check all that apply.)

___  Attitude good

___ Connected me to decision maker

___  Responsive to questions

___ Relationship established/improved 

Administrative Assistant

Personal assistants have responsibility for a person or group of people. The assistant's job is to take care of the people to whom he or she reports. If a visiting vice president is on a low carbohydrate diet, the administrative assistant will ensure that low carb snacks are on the conference room table for a meeting. This is someone who knows what the bosses are thinking almost before they think of it. He or she can also be your most valuable ally.

Some customers are very dependent on their assistants for not only organizational matters but also decision making as well. In some cases, an admin can make decisions on behalf of the boss or help to push decisions through. In our competitive selling environments, where customers are busier than ever, never underestimate the power of an administrative assistant's influence.

Strategy: Treat the assistant as a key decision maker who plays a central role in getting you to the person who signs the checks. However, assistants are well trained and have heard every trick in the book. So, throw out the "trick" book and use your professional strategy book. Be respectful and engage this person as your internal sales partner, the one who can make or break you. Ask the assistant the same questions you would ask the final decision maker. You elevate yourself in that person's eyes by asking meaningful questions and by directing those important questions to him or her. In addition, you are differentiating yourself from your competition by respecting the assistant's power; and you are doing this over the telephone.

It is helpful to find out how the assistant fits into the decision-making picture. How will your product or service affect this person or his or her boss's goals? You might find out that this assistant has had to field shipping complaint calls, which have become a personal irritant. He or she has to either handle or forward these calls and sees this as a nuisance. Now you know what motivates the assistant, and you can follow up on needs at several levels. Get the buy-in from the assistant, and the assistant will likely help you set up a phone meeting with the decision maker.

Exercise: Take some time to look over your contact list. How many of your calls fall into the category of administrative assistant?

Activity: Call three administrative assistants in your file and use the techniques described previously. Record the reactions you receive. (Check all that apply.)

___  Attitude good

___ Connected me to decision maker

___  Responsive to questions

___ Relationship established/improved

Designated Adviser-Researcher

This key adviser to a decision maker is involved in the sales process but doesn't make the actual decision. Think of this individual as the researcher at a company. Often this scenario will begin with an inbound call to you. Years ago, the decision maker would call with inquiries when there was a need. Now, however, managers have much more responsibility in terms of numbers of people they manage, and they will delegate the initial search process to an adviser/intermediary. Often these information-gatherers are Ps—detail oriented, thorough, and virtually unaffected by emotional decisions.

This type of selling scenario takes longer because you need to sell this screener/researcher. Decision makers will not talk with you unless this screener is convinced and has recommended your product or service. In this situation you must, in effect, persuade an internal agent to sell for you. This person must be educated to become your partner; he or she will present you, your product, or your service.

This is an important relationship because this person is your conduit to the sale. Never underestimate the intelligence and potential influence of these people. Today, they might be highly skilled, educated, and professional, which is why they are chosen as screeners. Highly respected, they are generally subject matter experts on whom the decision maker relies for information and recommendations.

Sometimes you might find that an intern has this level of expertise and respect in a company. For example, the intern e-mails you for information on your product. You call back and find that the receptionist doesn't know him, but thinks she knows someone who does. Eventually, you get the intern on the phone after laying the groundwork with all the others it took to reach him.

Whatever capacity this person is in officially, he or she is the one who can make or break you. Think of it this way. The screener is like the first door into the lobby. You don't get to the sixth floor unless the lobby door is unlocked.

Exercise: Take some time to look over your contact list. How many of your calls fall into the category of adviser/researcher?

Activity: Call three adviser/researchers in your file and use the techniques described previously. Record the reactions you receive. (Check all that apply.)

___  Attitude good

___ Connected me to decision maker

___  Responsive to questions

___ Relationship established/improved

Rollover or Call Forward—Colleague or Employee

Typically, in a smaller office there might be a vice president and a few managers. This could be a regional office of a larger organization. So, when a decision maker is out, he or she may just set the call forwarding to whoever is going to be in the office at that time. As the one who is just answering the phone when your customer is out, this person doesn't feel any great responsibility for relaying the urgency of a message. As an example, someone in accounting might receive a rolled-over call for human resources.

Strategy: You'll want to first identify the personality style of the person who answered the phone. Typically, this individual may answer with just the company name, or their name. You are unaware if this is a marketing assistant, human resources manager, vice president, or operations director.

It's best to use the partial disclosure method by sharing your name and whom you are calling. Once again, use your warm, friendly tone and make it sound as though you are calling your very best friend in the world. The likelihood of getting through is increased.

Gatekeeper Partnerships

As you can see, with several of the previous possible call scenarios, you are going to be challenged to have a conversation with an intermediary, who can intentionally, or unintentionally, make your job a lot tougher. You need to engage these intermediaries in partnerships with you—either temporary or long term, depending on the situation. And you generally have only a few seconds to process that situation and strategize the best course.

Use as much care with these gatekeeper situations as you would with your customer, but be careful to avoid the old schmooze approach. Watch what you say, because there is a fine line between cheesy and "please-y." Cheesy will get you nowhere; please-y can earn you a partner who can make your job a lot easier!

How do you know if you sound please-y or cheesy? Listen to yourself. Record your pitch and see if you think it sounds sincere. You can also ask a manager or colleague to help you critique your approach. Lastly, you could register for a phone-selling seminar and test it out. See what the facilitator thinks of your approach for a more objective opinion.

Strategy: Assuming you have a real person gatekeeper on the phone (versus voice mail), if you attempt the old-school approach of flattering the gatekeeper, you are in danger of sounding cheesy.

An example of cheesy would be saying (in your syrupy-sweet voice), "Oh, what a lovely voice you have, Mary." This will sound insincere, and if this is a busy receptionist, you are wasting her time. Also, reaching a gatekeeper who is a male and in a nontraditional role, such as receptionist or administrative assistant, may throw you for an instant. The professional approach works no matter who takes the call.

In contrast, the please-y strategy seeks to deepen the professional relationship with the gatekeeper.

Salesperson: Angela, I'm sure you're very busy. (Pause here just a second or two to see if Angela wants to tell you how busy she is.)

Gatekeeper: Why, as a matter of fact, I am. Tracking my boss's paperwork for travel expenses takes a lot of my time over and above my regular work!

Salesperson: I can understand. Our company has some really easy-to-use software that even your boss might feel comfortable with. Would that help you at all?

You see, just the fact that you acknowledged the duress many receptionists and assistants are under will differentiate you from other callers who treat them like a PBX. It only takes a few seconds to be supportive, and support is always welcome, unlike flattery. Later, in that call or other calls, you can likely expect a cooperative reception.

For example, let's say you are returning a call from a customer and reach a receptionist.

Salesperson: Keisha! Michael called me earlier. I'm trying to reach him, and I hope you can help me out. He said to call him at 10:00, but I haven't been able to reach him. Do you mind paging him, or should I call this afternoon?

In this scenario the gatekeeper might feel sorry for you, appreciate your honesty, and find the contact for you or give you a better number—cell or other location. As a sales professional, you can differentiate yourself from others who call and aren't professional.

A note here about formality is important. In other chapters, you have read that the more formal approach is better, meaning to call a person by Mr. or Ms. and use the surname. With receptionists and administrative assistants, however, we often only have their first name. They may answer the phone with, "Alexander Courtney's office, this is Pat." Or even say, "This is Kevin." Thus, calling Pat or Kevin by a first name would not likely be perceived as being too familiar or unprofessional.

Exercise: Check your call frequency to gatekeepers.

Activity: Take a few moments to write down some strategies to deepen your calling relationship with each of the gatekeepers in your contact list. Call more often? Involve more in decision questioning? Affirm in a more professional way?

E-Mail as a Gatekeeper

Your customer may have an assistant who serves as a screener for emails to save time for a high-level decision maker. To avoid e-mails that look like spam, make your subject lines intriguing, compelling, and professional, not too wordy. Obviously, you never leave a subject line blank. If you do, the spam filter will delete the e-mail or the customer will.

Faxes

You may decide to call or send an e-mail with the basic information, then fax the documents themselves. You might have better control over how your logo, formatting, and typeface look. Also, since faxes are not used with the frequency they once were for general contacts, they are often delivered right to the desk of the intended person.

The Payoff

Getting to customers is one of the biggest challenges of phone selling. Learning to manage gatekeepers as well as other obstacles such as alternate contact media will help you fast track to your contacts. Once you get to your customers, you have the opportunity to do what you do best -- sell to anyone over the phone.

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