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EYE ON THE INDUSTRY

THE FEED BACK LOOP — HOW TO CREATE "FACE TO FACE" CONTACT ...OVER THE TELEPHONE
By Jim Domanski

In case you had not noticed, one of the disadvantages of selling by telephone is the absence of face to face contact.

When we make a presentation over the phone, it is difficult to determine if the client is buying in or tuning out. We cannot see the raised and perplexed eyebrow that tells us there is a concern. We cannot see the look of delight in the client's eyes when we touch on a hot topic. We are, for all intents and purposes, blind to body language clues. This is very significant because a variety of studies reveal that a WHOPPING 55% of what we communicate face to face is through body language. Talk about a handicap!

But there is something you can do about it. You can create a set of "eyes" using a technique called the "Feedback Loop." This month, we’ll talk about a two step process on getting your client to give you clues about where you stand and what they think.

Step #1: Use a Feedback Question

The first step is to deliberately insert questions that actively seek the client's input and feedback. Typically, you ask these questions during the presentation or objections phase of your conversation. In other words, when you are presenting your solution (product, service, idea etc.) or you when are responding to the client's question or concern.

Suppose, for instance, you are describing your service, and after a few sentences, you realize the client has not interjected with a question or comment or even a grunt. This is the time to ask a feedback questions like:

"Does that make sense to you?"
"Is this the type of thing you are looking for?"
"Do you follow my logic so far?"
"Am I on the right track?"
"Is this adding up?"
"Am I touching the right bases?"
Similarly, after you answer a question or an objection, you should conclude with a question that verifies if your response effectively handled their concern. For instance,
"Does that answer your question?"
As you can see, the questions are direct and to the point. Don't worry about the precise wording. Simply understand that you are seeking a verbal feedback from the client to assess his or her thinking. That's where the second step kicks in.

Step #2: Listen Closely

The second step is to listen closely. After you have asked your feedback question, do not utter another word. Shut up and tune in. At this point you must analyze the client's response from two angles. First, listen to the words. (Duh!) The client might give you a simple yes or no or the response might be more detailed. Needless to say, you must analyze the words.

The second and more important angle is to listen to the tone of the response. Approximately 84% of what we communicate via the telephone is through the tone of our voice. Let me emphasize that one more time: 84% of what we communicate on the telephone is through voice tonality! Clearly, the message lies in the delivery. If the client says "yes" but the tone indicates uncertainty and hesitancy then stop everything! Sure, the words say yes but the tone says "no, I don't understand or agree."

Do not proceed further into your presentation until you have cleared the issue. Here's what you might say:
"Denise, I hear a note of hesitancy in your words. Is there a concern?"
This is another feedback question designed to create more ‘visual' clues. Not only does it tell the client that you listened and you heard a note of concern but it gets the client to open up and expand on the issue.

Why? Because you have demonstrated that you are a keen and perceptive listener. Either consciously or subconsciously their tone was presenting you with a telephone version of "body language." The tone creates images of a frown or of crossed arms.

On the other hand, suppose the client responses with:
"Yes, I follow you!"
You note a positive, up beat lilt in the tone. Hey, guess what? You've got yourself a buying signal. It's a green light. It says "go", you are on the right track.

Summary

The feedback loop is a super technique to tune into the visual clues that you lack while selling on the telephone. Learn to intersperse these questions into your dialog. Tune into the feedback and watch what happens to your sales.

ABOUT THE AUTHOR
Jim Domanski is President of Teleconcepts Consulting, a firm that helps businesses and individuals use the telephone more effectively to generate leads and sell more product. Focusing exclusively on outbound, business to business tele-sales, Jim provides both consulting and training services to clients in the US, Canada and Europe. A dynamic speaker and presenter, he is also the author of three highly successful books on tele-sales skills and strategies. For more information visit his web site at teleconceptsconsulting.com or call 613-591-1998.

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