15 rules for conducting telephone conversations, or How to curb the phone

From this article you will learn:

• How to understand that a client is lost to you
• How to win back a client with a 4-step strategy
• How to win back customers from competitors
• What mistakes should you avoid when returning customers?
• How to Win Back Customers Using Email
• How to return customers to the site

For small business companies, attracting new customers is always much more expensive than retaining old ones. In addition, statistics show that the average check of regular customers usually increases, and accordingly, the seller earns more. That is, if consumers leave after the first purchase, the business suffers serious losses. So how do you get your customers back? Are there universal ways to retain and return them? We will talk about this in this article.

How to understand that a client is lost

Perhaps all managers sooner or later ask themselves the question: how to return old clients who, due to various circumstances, did not want to cooperate with the company further. First, let's understand what a lost customer is. If you think logically, then a consumer who has not made purchases for a long time is lost to the company. But what does long ago mean? What time periods are we talking about?

There are 4 main signs of a lost client:

First sign. No requests for a long time. As a rule, buyers find out in advance how much the product costs, whether it is in stock, and whether delivery is available. They communicate with the manager, discuss the terms of the order. The person is not yet ready to buy, but he is making inquiries. However, if there are no requests from him for three months, he is absolutely lost.

Second sign . The buyer shows interest in the product, but does not make transactions, explaining this for a variety of reasons. In sales, this type of order reasoning is called a socially acceptable explanation. However, if a client sends 3 requests in a row, but does not make a purchase, we can say for sure that he has left.

Third sign . The buyer ignores your letters and requests, and when you call, he is not there. Many sellers have faced similar situations. If you follow all the rules of communication (that is, the content of written requests encourages a response, the time of calls is agreed upon in advance), but the client does not respond, then you have lost him.

Fourth sign . The person continues to make purchases from you, but in much smaller volumes. Regular customers often do this. If during the next interaction the consumer sharply reduces the volume of purchases, it means that a significant share of orders has gone to your competitors.

You may also be interested in: Customer Retention: Strategies and Tactics

Cold calling scripts

A call script is a pre-thought-out or programmed sequence of a conversation with a client, established in the company. It is convenient to use ready-made modules when making an initial call to a client. There are rigid and flexible scripts.

Video - 24 tips on how to create your own cold calling script (part 1):
Hard - used when selling a simple product, where there are not many options for customer responses.
Such a script does not require a lot of knowledge and skills from the operator. Flexible - used for complex products that involve ambiguous offers. Such scripts require managers to be creative and prepared.

Video - 24 tips on how to create your own cold calling script (part 2):

When developing a script, it is necessary to take into account the specifics of the industry and the characteristics of clients. Standard, familiar phrases irritate people and cause rejection, so you should develop a unique script, different from other organizations, that will arouse the interest of your opponent.

How to win back a lost client: 5 steps to renew cooperation

Step 1: Find out and analyze the background.

Before you begin to act, find out why the client stopped cooperation (relevant if you did not communicate with him first). Talk to the personnel who directly interacted with the buyer and clarify important details of the transaction.

The more information you have, the better. Don't rush to conclusions. Carefully analyze the data to determine exactly why the client left and to improve the firm's offerings to prevent similar situations in the future.

Step 2: Contact the client directly.

If you have collected, verified and analyzed information at your disposal, you can begin to contact the buyer you want to return. It’s up to you to choose: communicate with the client over the phone or talk in person. Remember: even if a person stopped cooperating because of your mistakes, in any case you should not start the conversation with repentance and excuses.

It is better to immediately ask the following pressing questions:

• What made you stop shopping with us?
• What can we do to change your mind?

By asking your client these questions, you have absolutely nothing to lose. Moreover, the buyer will understand that his opinion is important to you and you are ready to change in order to win him back.

During the dialogue, listen carefully to the client, let him speak, do not interrupt. Don't get defensive or take anything said personally. This may turn against you in the future. The main goal at this stage is to create an objective picture of what is happening in order to understand how to win back the client.

If it is not completely clear to you what a person means, ask leading questions, and if necessary, clarify the information without hesitation. When the conversation comes to an end, express gratitude for the attention and time, the fruitful conversation, and the fact that the client voiced his reasons for leaving. You can also apologize for the inconvenience on behalf of the company and promise that you will do everything possible to correct the errors. Assure the client that this will not happen again in the future.

Step 3: Determine the type of problem.

You have collected enough information about the reasons for the person’s departure, listened to him and your staff. Based on the data obtained, you can understand what complication the company is facing and outline the best ways to eliminate it, that is, determine how to get the client back. Mostly, buyers stop doing business with companies due to problems with price and service. To resolve these issues, it may be necessary to radically change the format of work.

Step 4. Finally decide whether you really want to return the client.

Before you map out a plan of action to win back former customers, consider whether you really need it. Undoubtedly, any client is significant for business. But it happens that the costs of returns exceed the benefits of lost purchases. If your business attracts customers with low prices for goods or services, perhaps the tariffs are the motivation for customers to order from you rather than from competitors.

Try to understand whether it is necessary to spend energy on satisfying the requests of one person or a group of people in order to return certain clients while losing others. Look at the consumer as an ordinary investment that can either become profitable or lose money.

Step 5. Answer the questions.

Often, to make an important decision, it is enough to answer the following questions:

1. What actions need to be taken to win the client back?
2. Is it likely that the buyer will return after correcting the errors?
3. How much will it cost you to correct the defects in order to return the consumer?
4. How will the loyal audience react to the changes?

You may also be interested in: Promotions to attract customers: from genre classics to shocking ones

Effective communication on the phone. Secrets of telephone communication.

Library » Business Psychology » Business Communication by Telephone
© David Lewis

It took the telephone a hundred years to develop into the largest and most complex network ever created by man. Today there are more than 700 million telephones in the world. Despite the extraordinary complexity of the system, it is extremely simple to use. Often it is this simplicity that creates barriers to telephone communication, hiding the need to learn how to use the phone correctly. However, your efforts will be rewarded handsomely. Knowing how to communicate on the phone will help reduce stress in the workplace, improve your work efficiency, and give you an edge in an extremely competitive business environment.

In fact, everything is simple, says American psychologist David Lewis. The secret to successful telephone communication is to control:

• With your emotions.
• The nature of the call.

Control over emotions
Many people have a fear of telephone communication. As physical stress increases, you begin to lose concentration and your ability to communicate effectively decreases. Excessive tension in the muscles of the face, neck and shoulders changes the sound of your voice. A tense man appears to his interlocutor as old, irritable and stubborn, while a tense woman appears emotional and unpredictable. Before dialing, relieve tension by relaxing mentally and physically. Here are a few exercises that will help you do this quickly and quietly, without leaving your desk.

• Tighten your muscles. Clench your fists, curl your toes, suck in your stomach, and take a deep breath. Hold your breath and slowly count to five.
• Exhale slowly. Relax your whole body. Drop your shoulders, unclench your fingers and relax in your chair.
• Take another deep breath. Hold your breath for five seconds. While inhaling, make sure that your teeth are not clenched.
• Breathe calmly for the next five seconds. Feel how calm and relaxation permeate your entire body.
• Finally, calm your nerves by imagining that you are lying on golden, sun-warmed sand on the shore of a clear, blue ocean. Hold this image in your mind for a few seconds.

How to overcome the fear of a microphone
One of the reasons that makes it difficult for people to communicate on the phone is the fear of a microphone. Even the most resourceful and savvy men and women in everyday life can become speechless when asked to speak on a live radio or television program. A telephone can have exactly the same effect on a person. This fear can be overcome if you do not try to talk to the telephone receiver. Instead, imagine that the person you are calling is sitting across from you and address them directly. Imagine how your interlocutor reacts to your words: how he smiles at jokes and beams with pleasure upon hearing a compliment. If you know what your interlocutor looks like, then mentally drawing his image is not difficult. The following technique helps some people: they put a photograph in front of them and talk to it. When talking on the phone with a stranger, try to imagine his appearance from his voice. If the voice is deep and sonorous, then the interlocutor most likely has an impressive physique. Light and hesitant intonations probably indicate a fragile and slightly shy person. When communicating on the phone, use exactly the same body language as when communicating in person. If gesticulation and rich facial expressions are the norm for you, do not abandon them during a telephone conversation. When feelings are reflected on your face, your voice becomes freer, more confident and natural.

Control over the nature of your calls

If you have an important conversation ahead of you and cannot avoid it, if possible, call yourself, and do not wait for the moment when they call you. This gives you a psychological advantage over your interlocutor. There are three reasons for this:

• You decide to take up your interlocutor’s time, and he gives in to your desire. By answering the call, the person allows himself, at least temporarily, to submit to you.
• You have the ability to choose how to start a conversation, and you have a better chance of steering the conversation in the right direction.
• By calling your interlocutor yourself, you can, without causing offense, end the conversation after you have conveyed your message.

Have a clear idea of ​​what you are going to say

Before you pick up the phone, you should have a clear idea of ​​what you want to achieve with this call. Ask yourself, “What is the purpose of my conversation with this person?” If you want to make an appointment and expect a possible refusal, keep a few reasonable hours and dates in mind. Question: “Friday the 23rd at ten o’clock - is that okay with you?” - you force the interlocutor to wonder whether he will be free at this time, instead of doubting the need to meet with you.

Postpone the call until you have finalized your message.

Delay, which usually results in a pointless waste of time, can save your reputation in the following cases:

• When you are very angry or upset about something. By delaying the call, you give yourself time to calm down so you can communicate your thoughts clearly, calmly, and effectively.
• When you feel too tired to communicate successfully. Put the call on hold and rest to have a better conversation.
• When it is important for you to verify the accuracy of the facts, for example, if you are going to complain about something. If you think through all the details before calling, you will reduce the likelihood that you will get into trouble or be confused by the other person.

Make your phone message more authoritative

This requires standing rather than sitting during a phone conversation, which will literally increase your sense of power over the other person and sharpen your mind. When we stand, all systems of our body come into a state of combat readiness - both physically and mentally.

Change ears to change interpretation

If talking on the phone requires you to analyze complex facts and figures, as well as logically and objectively evaluate information, try to put the receiver to your right
ear.
Sounds entering this ear are transmitted to the left hemisphere of the brain slightly faster than those entering the right hemisphere. This happens because the speed of impulses passing through the auditory canals leading to the opposite hemisphere is slightly higher. Or, in scientific terms, contralateral inhibition of nerve fibers is weaker than ipsilateral. Because the left hemisphere of the brain is responsible for analysis and logical processing of information in most people, it is often better suited to assess the truth of ambiguous information during telephone conversations. Right-handed people can do this without much effort as long as they don't have to write something down at the same time. If it is better to evaluate an incoming message on an intuitive level, for example, when trying to determine the emotional state of the interlocutor, try holding the receiver to your left
ear. This means that sounds will reach the right hemisphere of the brain slightly earlier than the left. Since the right hemisphere of most people is responsible for imagination and intuition, this can increase your sensitivity to unspoken cues.

Difficult calls

There are those telephone conversations that we fear the most - when they call us and when we need to call ourselves. We present to you a special technique that will allow you to cope with the most unpleasant telephone conversations you have ever had to deal with. But first, here are five basic rules to follow when dealing with any type of nuisance phone call. There's no way to make them pleasant, but these practical tips will make your life a little easier.

1. If possible, take the initiative and make the calls yourself. This way you can prepare for the conversation without being caught off guard.
2. Get straight to the point. Never try to mitigate the problem by going around sharp corners. Start the conversation like this: “The reason for my call is...”, and then get to the heart of the matter.
3. If you are caught off guard, never respond immediately. Apologize and call back after you've thought about your response.
4. Check your understanding of the outcome of the conversation. Before hanging up, review what action you expect. This is important because when communicating on the phone, we tend to hear—especially under the slightest stress—what we expect, rather than what was actually said.

Also, at appropriate times, reiterate the key points of your position. These repetitions should by no means be considered a waste of time - on the contrary, they save us from an even more useless waste of energy. When communicating on the phone, always remember the threefold rule:

The rule of repeating three times during telephone communication

1. First tell the other person exactly what you are going to say 2. Then tell him what you are going to tell him. 3. Then tell him exactly what you told him.

And then maybe you will be heard.

Here are a few types of calls that are usually unpleasant to make.

Debt collection from an important client

The secret to success in such a conversation is tactful firmness. In such cases, there is no point in beating around the bush or pretending that you are calling just to inquire about his or her health. Such a beginning not only sounds false, but also sets the wrong tone for the entire conversation. The best tactics are efficiency and directness. If you feel uncomfortable asking people for money, it may be a good idea to write down the main points of your message. It is especially important to be precise when presenting facts, when indicating the invoice or order number, date, etc. If you know from experience communicating with a client that he is an unsurpassed master of financial balancing act and uses any excuse to delay payment until the very last minute, rehearse your reaction to the interlocutor’s possible tactics so as not to make a mistake from the very beginning. If, for example, he uses the classic excuse: “The bank account is already paid,” which is considered one of the three most common forms of lies, it is best to accept this explanation, leaving yourself the opportunity to call the debt again when you think the money is already due. should come. A good response might be: “Could you tell me exactly when the payment was sent so we don’t miss it?” This phrase requires greater precision from the interlocutor. If the answer is: “A couple of days ago,” say that if the money does not arrive tomorrow, then you will assume that it did not reach the addressee and returned to the sender, and you have the right to expect a new check to be issued. Summary:

• Plan such conversations carefully, anticipating possible delaying payment tactics.
• Mentally rehearse the call.
• Remain polite when speaking on the phone, but be persistent.

Listening to justified complaints

Stay calm and do not give in to provocations, no matter how aggressive the interlocutor may be. Losing your composure will only increase his rage to the point where no rational dialogue is possible. Moreover, you will lose the customer even if their complaints are eventually resolved. Let your interlocutor let off steam by answering with neutral phrases like “I understand,” “Yes, of course,” etc. Never allow yourself to be intimidated and start apologizing right away. Get all the information you can to get as close to reality as possible and assess the scope and validity of the complaint. Dig deeper by asking open-ended questions, such as: “What other difficulties have you encountered?” “Couldn't customer service have solved your problem differently?” If you don't have the information you need to effectively respond to a question or complaint right away, ask the other person for their phone number and tell them you'll call them back as soon as you understand the situation. Don't occupy the phone line by looking through files, consulting with colleagues, or searching the computer for information. Waiting further irritates the interlocutor. Even if you are able to give an immediate response, sometimes it is helpful to tell the client that you will call them back. Not only will this give him time to cool down, but it will also give you an advantage since this time you will be making the call. Psychologically, the client will feel that he is obliged to you, since you have already done something for him. If you are wrong, admit your fault and then apologize politely and sincerely—without humiliating yourself or making your organization look bad. Tell them you will do everything in your power to make things better. State your name, give your phone number and offer to contact you directly if any difficulties arise. Establishing a friendly relationship will not only make it safe to complain, but will also allow your company to gain a satisfied customer who may place new orders in the future. In fact, if handled skillfully, a complaint can be turned into a sales opportunity. Summary:

• Be polite, but don't humiliate yourself when you apologize.
• Find out all the facts before choosing a course of action.
• Call the client back. This tactic will put you in an advantageous position.

Making claims

Before dialing the number, determine for yourself what you want to achieve with this call: a refund, replacement of low-quality goods, better service, or something else. Check the facts carefully. Before you call, make sure you have all the evidence to support your point of view. A phone call is better than a letter. People are much more willing to respond to a complaint made to them personally, and, in addition, even a short conversation can be more informative than the longest letter. If you are being fooled by all sorts of excuses, use the “stuck gramophone record” tactic. This means that you will repeat your demands over and over again with polite persistence until you achieve their satisfaction. Like a record that has stuck, the phrase must be pronounced with the same intonation every time. There should be no “metal” or “poison” in the tone of your voice. Try not to get personal or lose your composure. Be polite but firm. Always talk to your boss. The higher you go, the faster your complaint will be dealt with. Summary:

• Plan your call carefully. Check the facts and set a clear goal.
• Be polite and don't get personal.
• Talk to the highest-ranking manager possible.

How to convince your boss that he's wrong without sacrificing your career

Scheduling this call depends on the personality of your boss, as well as the relationship you have established. Some bosses prefer a businesslike approach and will respect you for your directness and frankness. In such cases, the conversation can be as open as you wish. Stay calm, show persistence and self-confidence. This can be achieved if you have prepared thoroughly, are absolutely sure of the facts and are prepared to face any possible objections. If your boss is likely to fly into a rage at the slightest hint of wrongness, you may want to adopt a more subtle and cunning strategy. First of all, you need to convince your boss that it was he who came up with the plan that you are advocating. How you achieve this goal depends on how different your offerings are. If your points have several points in common, start by emphasizing the similarities on those key points and praising his suggestions. When you get to a point where you think your boss is wrong, try saying something like: “Frankly, I didn’t really understand this point. I guess your strategy is...” and then present your proposals. After the phrase “Because it would allow us to...”, describe the benefits that would come from accepting the idea or the challenges that you would face by rejecting it. If the boss has any insight, he will immediately see the weak point in his plan and will happily accept your suggestions as his own intentions. An honest boss will even admit that you are right and that his original approach was wrong. Summary:

• Determine exactly why and what exactly your boss is doing wrong.
• You must be firm on the facts before you challenge your boss.
• If your boss can't stand it when he's wrong, try to convince him that your ideas are his own.

Refusing a supplier with whom you have a close relationship

Most people want to be liked by others, and so we don't like to communicate something unpleasant or upsetting. But if the supplier, even after a clear warning, continues to deceive you, you may have to choose one of two things: say goodbye to him or to say goodbye to your business. Here, as with any important call, preliminary preparation is of great importance. Perhaps, to relieve stress, it is worth rehearsing a conversation with one of your colleagues. Call a colleague and play out the situation with him, predicting the possible reaction of the supplier based on knowledge of his character. The colleague imitates the most likely reaction of the interlocutor, giving you the opportunity to polish your answers. No need for long introductions - get straight to the point. You should say something like this: “I usually send a letter in these cases, but given the close relationship we have developed over the past couple of years, I felt it would be better to tell you this in person. We are going to refuse your services because...” and then list your grievances. If you don't want to engage in a lengthy discussion, use the "broken record" tactic, which involves simply repeating the basic facts over and over without allowing yourself to get sidetracked. Before you make the call, determine which of three possible goals you are going to achieve:

1. Get rid of it forever.
2. Give him a final warning, but be willing to give him another chance.
3. Give a “warning shot” to his positions in the hope of improving quality or meeting deadlines.

The most dangerous trap: start with point 1 and end with point 3. The supplier will further strengthen his opinion that you are a spineless person. Summary:

• Know what you want to achieve.
• Rehearse the call with a colleague, role-playing it.
• Use the “broken gramophone record” tactic to avoid being drawn into a discussion on secondary issues.

Debt collection

Fear of refusal prevents many people from claiming their rights, and this fully applies to the legal demand for debt repayment. For such conversations, the telephone is the ideal medium. In this case, the conversation is quite personal, which reduces the likelihood of refusal compared to a letter, but at the same time is not associated with such stress as a face-to-face conversation. First you need to find out whether the person you are calling can order the repayment of the debt. There is no point in talking, for example, with a secretary if only the head of the sales department is authorized to return your money. Therefore, you need to start the conversation by finding out who in this organization is responsible for these issues. If you are dealing with a large company, then it is likely that there will be an employee who does just this as part of his job. Once connected to the right person, ask them to tell you their name. This will allow you to have a more confidential and friendly conversation. Explain that you are calling about a debt collection issue and make sure that the person on the other end has the authority to resolve your problem. Calmly and clearly explain the reason for your call. You should have all the necessary facts and figures at hand, such as delivery date, order number, etc. Your ability to quickly and accurately answer such questions will greatly increase the respect your interlocutor has for you. If you are seeking repayment of a debt, be clear about this from the outset and do not allow yourself to be swayed by offers of compromise. When faced with a refusal, continue to insist for a while, and then ask the interlocutor to connect you with his boss. Any agreement must be confirmed by letter or fax immediately after the call. Summary:

• Make sure that the interlocutor has enough authority to repay the debt.
• Explain your question precisely and punctually.
• Never lose your composure, even when faced with initial rejection.

Cold calling to establish business contacts

Most people do not like “cold” calls (i.e. unprepared, without prior agreement). But if you're used to rejection, this can be a very effective way to start new business. The first step is to connect with the person you need, which often means overcoming the secretary's resistance. The secretary may require you to indicate what business you are calling about. There are two tried and true ways to overcome this barrier. The first way: “My name is..., I am a partner (or someone else). I’m calling about your company’s upcoming financial report and I need to speak urgently with... Kindly put me through to him.” The second method is shorter, but usually more effective: “I’m calling from afar. Please connect me with…” Once connected to the right person, you have no more than 15 seconds to pique the prospect’s interest. Therefore, it is important here to capture the attention of your interlocutor from the very first words. Tried and true methods include asking questions of interest, such as, “Is your firm interested in making an extra $10,000 a month in profit?” - or references to other people: “I’m calling you on the advice of Bill Jones. He thinks you could benefit from our suggestions.” In addition, you can make an offer that the interlocutor simply cannot refuse: “I would like to tell you about a method that allows you to increase your profits by 75 percent. It is already used by most multinational companies.” Summary:

• Don't choose a time of day when the person you want is especially busy.
• Be prepared for secretaries and assistants to try to interfere with you.
• Use an attention-grabbing first phrase. The longer you chat, the better your chances of closing the sale or getting an appointment.

Selling ideas

As noted above, people only pay attention to messages that they believe offer something positive for them personally. To sell an idea to a colleague, you first need to see what it looks like from his point of view. Next, you should determine which approach is most likely to cause the colleague to see personal benefit in your proposal, for example, the opportunity to make a good impression on the boss with your work efficiency, reduce time spent on routine work, increase sales, etc. Describe these benefits clearly and with inspiration. To convince your interlocutor, you yourself must exude conviction. Choose the time to call carefully; Avoid moments when you know for sure that a colleague is extremely busy. Summary:

• Look at your proposal through the eyes of your interlocutor.
• Present your idea in such a way that the interlocutor immediately sees his personal benefit in it.
• Show enthusiasm. If your tone lacks conviction, you will never be able to convince others.

Criticism of an enthusiastic but inattentive subordinate

Use the PIN (Positive-Interest-Negative) technique to maintain the other person's enthusiasm while correcting their mistakes.

Start by noting and praising all
the Positive aspects
of his or her performance.
This will force the interlocutor to listen more carefully to your words. If you start with criticism, he will quickly stop listening to you. Then point out the Interesting aspects
of his approach to the problem.
This will help him see how he can improve his work. These neutral remarks, inserted after praise, bring him down to earth without leading to a weakening of attention. And only after completing the first two stages should you consider the Negative aspects
of your employee’s activities. However, this should be done in a constructive manner, explaining in detail how and why the error occurred and what can be done to avoid its recurrence in the future. If possible, call immediately after the event, as the sooner successes are assessed and errors identified, the more likely it is that your call will have the desired impact. Summary:

• Call as early as possible.
• Start by appreciating the positives.
• When pointing out mistakes, offer practical tips for improving your work. Advice should be specific, not general.

Reception of complaints

Never take complaints about your company personally. If the caller is aggressive, try to remain calm. Just listen, occasionally throwing in vague interjections like “um” and “uh,” until the other person’s anger subsides. It is useless to try to argue with an angry person or interrupt the flow of his words - even if he is wrong. Much of his anger will disappear if you listen to him sympathetically. Listening can transform you from an enemy to a friend. Just as in a face-to-face conversation, you must ensure that the caller outlines all of their complaints before addressing any of them. This will eliminate the situation when the interlocutor says something new at a time when you already feel that the problem has been solved. Never use terms like “problem” or “complaint”, which only increase the irritation of the other person. Use expressions such as “this situation” or “a similar approach” instead. Restate the complaint in your own words. This clarifies key points and helps remove the emotional aspect that the other person brings. Under no circumstances try to reassure the subscriber with promises that you are unable to fulfill. If you are not sure which path to take, promise the other person to call you back later when you have a complete picture of the current situation. In this case, you must definitely call back. Summary:

• Stay calm even if you are being yelled at.
• Listen carefully and sympathetically. This may turn you into a friend.
• Never make promises that you cannot keep. This makes the original mistake worse.

“Chat” with an answering machine

Some people refuse to speak to the machine, while others suddenly become speechless upon hearing the distinctive signal. Perhaps this is exactly how you feel. You should never waste time by hanging up or leaving a message that doesn't contain at least some of what you wanted to say. Here are some practical tips for communicating with any answering machine:

• Ignore the fact that your voice is being recorded on tape. Imagine that there is a person on the other end of the line.
• State the date and time of your call. This will reduce the likelihood that your call will be missed.
• Speak more slowly than usual so that your message can be easily understood the first time the tape is played. People get annoyed when they have to rewind a tape to listen to an unclear message a second or third time.
• Repeat last names, addresses or telephone numbers. They are sometimes difficult to understand the first time.
• Keep your message short.

Ten final tips for communicating on the phone

1. Be sure to start a business call with a greeting: good morning, good afternoon, etc. This is not only polite, it gives the other person time to figure out who you are and focus on the possible purpose of your call.

If someone calls you, don't forget that the person waiting for you to pick up the phone is distracted—even if it lasts for three rings (many organizations' answer threshold).
As a result, he often cannot concentrate during the first few seconds of a conversation. If you immediately say the name of your organization, the subscriber may not catch it and will be embarrassed to ask again. This leads to a waste of time - his and yours - and this situation is easy to avoid. After greeting, name your organization and/or phone number so that the subscriber can make sure that he has got to where he needs to go. The error is detected immediately, and this allows you to avoid wasting time. Finally, by identifying yourself, you establish a positive relationship with the other person from the very beginning. At the same time, both your organization and you yourself seem more welcoming and friendly to him. Never ask a stranger, “How are you?” It sounds fake. Never tell your interlocutor: “You don’t know me.” This indicates a lack of self-confidence. 2. Choose your business calls carefully. The worst times are early in the morning or late in the evening. Be sure to ask: “Do you have a minute for a short conversation or should I call you back at another time?” Offer a time to talk if the person is unable to talk to you at the moment: “Will 10 o’clock suit you?” 3. Using the VIZD method, make sure that you are being listened to. This acronym consists of the initial letters of the key elements of a successful call. IN
.
Attention. You must force the interlocutor to concentrate and listen to your words so as not to become a victim of his absent-mindedness. AND
.
Interest. To keep the other person's attention, your message must take into account the interest factor. AND
.
Wish. Your words should awaken desire in the interlocutor. D.
_ Action. Your message should end with a clearly defined action plan. 4. Be sure to call your interlocutor by name. If you have just met, try to make his name imprinted in your memory. This can be achieved by repeating it to yourself several times, and using it often. Remember that people are most interested in themselves! American researchers analyzed 500 phone calls and found that the pronoun “I” appeared in them more than 4,000 times! At the end of the conversation, write down the other person's name, as well as other information about him or her that you learned during the conversation, such as the names and ages of his children. Keep these records carefully. They will help you establish an even better rapport on subsequent calls. 5. Smile during a phone conversation. Smiling not only helps convey your enthusiasm to the other person, but also fuels your energy. Smiling helps the brain produce chemicals that increase feelings of self-confidence and optimism. 6. Be sure to make “thank you” calls in cases where you have received any service. They are very useful for future cooperation. The faster your reaction, the more effective such calls are. 7. Try to imagine the way your interlocutor thinks. This is not an easy task, but there are ways to make it easier.

• Don't try to make an objective analysis based on the other person's voice. For the left hemisphere of the brain, which is responsible for logic, there are too many unknown quantities in this situation. Instead, listen to your intuitive right brain. Relax while listening to the other person and allow impressions and sensations to form in your brain. Such natural impressions can be surprisingly accurate.
• A high rate of speech (if the content is quite meaningful) indicates above average intelligence.
• Hesitation, stuttering, and pauses often indicate anxiety or indecisiveness.
• Depending on the content, underlining certain phrases can indicate corresponding subconscious likes and dislikes.
• Based on the style of the interlocutor, try to determine what type of personality you are talking to: a “manager”, “mother”, “mechanic” or “motivator”.

The “manager” should explain how your suggestions will contribute to his success or make it easier to achieve his goals. Convince the mother of the value of your proposals by emphasizing how they will benefit people. When talking to the mechanic, use facts and figures, and the message to the motivator should be as entertaining as possible. 8. Encourage cooperation by saying, “Do you agree?” This will allow you:

• Evoke a positive reaction from your interlocutor to your message.
• Engage him in conversation any time you need feedback on how your ideas are being received or when you want to emphasize key points in your message.
• Gently nudge him toward accepting your point of view by answering your question positively. This answer is most likely because people tend to take the easiest path. Only a very stubborn person can answer such a friendly question in the negative. And the more affirmative answers you hear during the conversation, the higher the chances that your proposals will be accepted.
• Achieve agreement at the final stage of the conversation. If you have already used this phase several times, repeating it will increase the likelihood that the more serious request will also be fulfilled.

In some cases, people like this phrase so much that they even copy the intonation and voice of the person who says it. 9. Never answer the phone while you are eating, drinking or talking to someone else. Never cover the telephone receiver with your hand to address the person standing next to you. This shows your extreme lack of professionalism. 10. Be sure to say goodbye to your interlocutor: the ability to effectively end a telephone conversation is no less important than the ability to convey your thoughts to the listener. A conversation that goes on for too long can cause embarrassment, boredom, or irritation to the other person. To end a conversation properly, use the Polite-Firm-Complete technique: Be polite.
If you are dealing with a stranger, include their name in your last sentence.
If you want your interlocutor to remember certain facts, repeat them immediately after saying goodbye. Be firm
.
Don't allow yourself to be drawn into an irrelevant discussion. If it’s difficult for you to do this, just to be on the safe side, have a few plausible excuses on hand, for example: “I’m sorry, my name is on another phone.” Usually, if your tone is friendly, the interlocutor will understand the hint that it’s time to say goodbye. End the conversation.
Just be sure to let the other person hang up first. If you do this, the conversation will end on a psychologically not very friendly note.

David Lewis. HOW TO GET YOUR MESSAGE ACROSS, 1996

Related links:

• How to learn to communicate confidently on the phone
• Telephone marketing (telephone sales)
• Business negotiations by phone
• The art of telephone conversation (Training course “Effective sales techniques”)

How to win back a client by email: 10 secrets of email marketing

1. Service messages.

Few people are interested in advertising letters in email newsletters.
They are not read or even opened. The situation is different with service notifications - they are the ones that are most often read. Examples: “The product you were interested in is on sale”, “The products in your cart have a 20% discount”, etc. Use this trick to your advantage to communicate with low-active customers and encourage them to buy. And your letters will not go unnoticed.

2. Personalized letters.

Here we are talking not only about addressing a person by name, which is understandable to everyone. Companies, sending personalized letters, track the client’s geolocation, his interests regarding your products and services. A personalized letter should be written on behalf of the company manager (a real person), and not on behalf of the brand. Statistics show that such letters are opened 22% more than usual, so don’t miss your chance.

3. Working with inactive subscribers.

Email newsletters can motivate dormant clients. A person got into your mailing list when he wanted to receive a certain bonus. And if you missed the very first moment of starting to interact with him, you can arouse interest with the help of another useful bonus that you send for free.

If at the very beginning you acted correctly, introduced yourself and told a little about yourself, sent a bonus, but the client was still not ready to buy, try to motivate him with the help of a shareware product. In other words, offer the consumer something of value at a very low price, almost for nothing, that others paid money for. This way, he will try your product and want to buy the full version. A prerequisite is that the product must be of real value.

4. Maintaining a club newsletter.

Use the club newsletter. This way you will retain your audience, which means you won’t have to think about how you can get customers back. Let each member of your target audience feel their exclusivity. Offer to subscribe to the VIP newsletter and include only the most useful information and new ideas.

If clients receive a notification from the club they belong to (even if this club is just a VIP mailing list), they understand that there is no unnecessary information or random people here. Data shows that such emails are opened more often.

5. Engage with downloadable content.

You don’t always need to think about composing the text of a letter for an email newsletter. Periodically offer downloadable material to your clients - a set of webinars, pictures, useful literature. Even if people don't use it, you'll get them more involved in your newsletter.

6. Emotional headlines.

You can let the recipient know that the letter is urgent using emotional headings. Texts with an emotional message are more interesting to read - people perceive such messages as a call to read them as soon as possible and subconsciously think that there is something important there.

Typically, letters of this kind are sent to recipients who have not become clients after going through the entire mailing cycle. If it works, continue to provide value and useful information to your customers.

7. Simple sentences.

Do not use complex speech structures in your letters, be clear and concise. After all, you are contacting people for some purpose, for example, to encourage them to go to the landing page.

8. Short lines.

The results of the experiments showed that a person perceives information better if he reads letters with short lines. That is, you can superficially scan the letter until the main point - the link. It's comfortable.

9. Use formatting.

We recommend highlighting the main message of the letter and the title in fonts and colors - this will make the information easier to perceive.

10. Insert images.

Letters with pictures are also easier to understand. In addition, they will help you promote your own brand and stand out among similar mailings.

You may also be interested in: Increasing sales: marketing moves, psychology and real tools

How to organize: full-time managers or call center

An entrepreneur may be faced with the question of what is better to organize: cold calls on the basis of their organization and include them in the functionality of their managers or provide calling to a call center. To decide on this issue, all the pros and cons of these options are highlighted and considered.

The main advantages of outsourcing cold calls to call centers:

• there is no need to recruit and train your staff, in the call center the staff is already trained in such calls and has experience in making calls;
• no need to create sales scripts;
• receiving a full report on the work done.

The disadvantages include:

• lack of personal control;
• lack of specific knowledge about your specific product. Call center specialists are working on several projects in parallel; their employees only handle your order and know everything about it;
• minimal focus on results. Your staff, if motivated, is more focused on results than call center specialists.

Contacting a call center is beneficial when it is justified by calculations and the cost-benefit ratio. In small organizations where hiring an additional employee and training him is unprofitable, to increase sales it is worth contacting a call center.

Video - an example of a cold call according to the scheme:

If an organization has many employees who interact with clients, then investing in systematic training and motivation of its own staff brings good results over time.

In this case, it is better to choose the option of training your own staff and including cold calling in the functionality of your employees. At the same time, managers should be financially motivated for good results.

Other, no less effective tools to bring customers back to your site

Any online store or other site that offers products or provides services wants not only to attract potential customers and motivate them to make a purchase, but also to gently push them to return to the site. This task is quite difficult. To solve it successfully, you should continuously update and improve the site, fill it with high-quality and useful content, and increase your link mass. In addition, it is very important to regularly develop special offers that are attractive to consumers.

Retargeting

To re-attract visitors to a website, companies often use retargeting. This is a tool with which contextual advertising is seen only by those people who have already visited a specific site and performed targeted actions there.

There are many filters on various resources that select only those users who, for one reason or another, may be interested in the company’s offer. You can filter the audience by place of residence, interests, requests that a person makes, age and other indicators.

Be mindful of your competitors

When the average consumer chooses a resource where he will place an order, he compares several online services - their ease of use, quality of goods, prices. To return a person to your website, you should find out how the virtual representative offices of your competitors work, and, if necessary, adjust your online platform.

It would be good if your resource had a “Previously Viewed Products” section, available to visitors even without registration or authorization. Email newsletters or SMS notifications help inform a potential buyer about delayed products, if when registering a person provided his phone number and agreed to receive such messages.

Promotions and discounts

As already noted, you can retain and return a client using a discount. This is a very effective way to encourage people to buy. You, as a seller, can launch a promotion of any format - for example, offer a reduced price for a product for a repost on social networks, for the second and subsequent purchases on the site, or for the fact that the client referred a friend. Promotions of this nature are now widely used in both real and virtual stores.

Customer comments

How to return a client to the site again? There is another way. Give users the opportunity to leave comments. The method is especially effective if a person who wants to share his opinion on the site can do so without registration or authorization.

This way, free content will appear on your resource, and people will be able to jointly discuss the product they bought or want to buy. Note that this method will give good results only to companies that are confident in the quality of their products.

Advertising campaigns

It has long been no secret: the number of first and repeat visits depends on how well the resource is advertised on social networks and third-party sites. You can advertise not only in the Internet space, but also in traditional print media, and install simple banners.

If a brand’s logo or slogan constantly comes into people’s field of vision, they not only trust the company more, but also tend to buy its products and, therefore, visit the corresponding resource.

Convenient feedback

In addition to using all of the above methods that allow you to retain and return the buyer, you should constantly check the performance of all elements of the site. The type of feedback you choose, be it Skype, call back or online consultant, should always work correctly. Ideally, you should also have your own toll-free hotline.

Thanks to these methods, managers will be able not only to attract new visitors to the site, but also to encourage the return of those who have already made purchases.

In any case, remember: the most effective ways to win back a customer to make a repeat order are competent customer-oriented service and high quality of products sold.

You may also be interested in: Why customer loyalty is an effective business solution

Tasks of negotiations with the client

Negotiations can achieve much more than what you originally expected. The art of discussion is not limited to technical means of reaching a compromise. Through negotiations, people bargain for various bonuses and special conditions, find like-minded people and partners, create a loyal environment, cooperate mutually beneficially and resolve conflicts, even old ones. You can choose a more aggressive line of behavior: push through your desires, suppress your interlocutors, win.

Many business coaches present negotiations with a client as an ordinary friendly conversation on a topic of interest to both parties. In fact, everything is much tougher: each interlocutor strives only for personal gain and is ready to use all means, both honest and manipulative. Therefore, the best metaphor for negotiation is a competitive sport: each participant actively strives to win, but remains respectful of the opponent and his position.

Even in antiquity, people thought a lot about how to negotiate correctly in order to achieve their goals and convince their interlocutors. Rhetoric and sophistry were very popular tools: with their help, smart Hellenes gained great power and wealth. Today, mastery of effective negotiation techniques has not lost its importance.

We take the client away from competitors

Don't hesitate to ask your customers if they are satisfied with the quality.

• Know how to admit your mistakes. This is normal for human communication. And in business, this can be turned to your advantage. Admit the mistake and ask for forgiveness. This can lead to even greater customer loyalty.
• Find out the advantages of your competitors, why customers left you. This will help you understand what needs to be done to correct the situation, and whether it is worth changing anything at all, evaluate the benefits.
• Make every effort to return to the previous level of service. However, keep in mind that sometimes it is enough to correct small imperfections, and not to rebuild the work of the entire enterprise for one client.
• Focus on working with sales managers and everyone involved in direct interaction with customers. Make personnel changes, redistribute the assignment of clients to managers, if someone cannot cope with a difficult buyer.
• Remind your clients about yourself at regular intervals. During the communication process, do not forget to let the person know how much you value cooperation with him, focus on the benefits that it can bring to the client.
• Maintain regular communication with your target audience through various modern technologies: social networks, telephone, email. mail. Use various informational occasions: exhibitions, new products, promotions, etc.
• There is no need to abuse discounts. But after carefully analyzing all the PROS and CONS, we can offer, in some cases, within reasonable limits. Everyone has difficulties. The main thing is that they are temporary for your customers.
• Keep your database up to date. Periodically check the contacts and statuses of clients, make sure that they are informed about various events, new products, etc.
• PROMO. Show creativity and ingenuity in organizing various sweepstakes, promotions, and prizes for purchases. Invite clients to your office for presentations of new products.

An article on how to sell high to customers

Strategy for returning lost customers

1. Accept the situation and count your losses.

There is no need to make a tragedy out of a customer leaving. Even the most successful companies with high-quality products and a customer-oriented approach are not immune from this.

If you are interested, ask Google, it will give statistics on average business losses for different entrepreneurs - about 10% per year.

You, too, can make calculations of such clients and analyze your situation, and use the data to develop a strategy for working with clients. You can keep statistics both in terms of losses in the number of customers per year, and in money (based on LTV).

Example: number of people who left during the year – 8

• The price of 1 transaction is 40 thousand rubles.
• Repeat orders per year – 10.

Cost of losing 1 client = 400 thousand rubles

Cost of loss for the year = 3 million 200 thousand rubles.

Now you need to do the calculations

To correctly calculate the second indicator, check how often and at what interval the buyer made a purchase. If, suppose, the buyer made 5 orders quarterly, and does not order for 5 months. and more, it is necessary to take measures to return it.

Based on the results, create a report form that includes:

• employee name
• estimated period of time (depends on the frequency of purchases: if the client buys often, take into account a short period, if rarely, then take a longer period),
• percentage of lost customers.

These reports will allow you to see the picture from the outside. Let's move on to actions to return customers.

«Remark: be prepared for the fact that the effort and money spent may not pay off - you will return the client, but he will not buy enough, and will feed you with promises.

Reasons for losing customers in business

! Important : Proceed with return actions only based on the results of the ABC and XYZ analysis of sales and customers. And divide customers in order of return priority:

1. No. 1 to return.
2. Necessarily.
3. If possible
4. Well...they left, so they left.
5. Make a list of possible reasons for customers leaving.

They may be as follows:

• your service is lame
• your competitors have overtaken you /dumping, etc./
• human factor of the buyer /left, passed away, bankrupt, etc./

With a certain degree of probability, you can explain the reasons for the departure of some of your clients without analysis. The only question is, to what extent does your explanation correspond to reality? Or maybe this is just one of the reasons?

To make a list of possible reasons for leaving

• conduct a survey of departed customers. For those who left, ask: “What is the reason for the termination of cooperation with us?” And ask loyal clients for possible reasons: “what could happen that would make you refuse to work with us?”
• Ask your sales managers, technical support, and others who interact with customers. The method is effective, but only if the employees are honest.
• Organize a Brainstorm with your team of staff and loyal customers.
• Make a tactical action plan.

Errors after which clients do not return

• Wrong choice of means in communication with target audience

When communicating with a client, it is important to ask which communication channel he prefers for communication: telephone, email, SMS. It may, for example, happen that a person does not read letters, but prefers calls. And you didn’t ask about this in advance. Accordingly, all your letters went nowhere.

• You didn't offer additional services

Any product can be presented and sold in different ways. You can take your shoes to a shoemaker’s workshop, who will not only fix the problem you came with, but also tell you: so that your shoes last longer, look presentable, and in the future you don’t have to waste time and money on repairs, it is recommended to use leather soles make a preventative sweep. And after the repair, he will return your shoes polished to a shine. If you turn to someone else, they will only do what they told you, and won’t even say a word about other obvious problems.

If you want to get a loyal client, the sales logic is the same: offer additional services - their benefits can only be assessed by the buyer himself.

• Poor pricing strategy

It's not about low prices. And that if you offer your target audience products that are absolutely identical to your competitors’ products, but you raise prices, then customers will most likely leave forever. And if, with the same data, but add a service guarantee and other “goodies” to your product, then you can easily afford to set the price higher.

• You don't know your product. /Nocomments/

OK, 2 words: you need to know the product not only in order to sell (sometimes buyers know the product even better), a problem can arise later when the client seeks advice on the technical characteristics and further maintenance of the product.

• You don't know your competitors. You deprive yourself of freedom of maneuver in a dialogue with a client when you cannot operate with information about competitors’ prices and argue for your own. Take a cross-section of the market of your successful rivals, borrow useful tools.
• Poor quality work from the sales department. Here I would also like to say, no comments. However, it would still be useful to remind you that it is extremely important to staff (or train) the “front line” with professionals who know the approach to the client: who know how to be persistent, flexible, and caring. It is unlikely that lost customers will return to where they were treated rudely.
• Inconsistency of quality with price. The only thing that can be done in this case (not in the context of returning a client, but in general for future sales) is to reconsider prices.
• Blurry business strategy. Well...You yourself know how to apply Seneca’s phrase “For a ship that does not know which harbor to go to, not a single wind will be fair.” Guide your ship along a given course. The buyer prefers stability.
• Insufficient attention to existing customers. To ensure that, due to lack of attention, they also do not become the reason for your thoughts “how to return a dissatisfied client?”, make marketing efforts and invest in your existing customer base. If you satisfy the needs of your customers, the slogan of their loyalty will be the words: “they do not seek good from good.” And your business will flourish for the benefit of everyone.

What questions to ask during negotiations with a client

Open questions are a manager’s main weapon at any stage of negotiations with a client. Open questions are those questions to which a detailed answer is expected. Let's give a few examples.

A closed question can hardly be called a question in the true sense of the word. In fact, this is a statement to which a person can only respond with denial or agreement. This does not give the questioner any new information. And when a person feels what kind of answer is expected from him, he is able to assent or lie without revealing his real opinion.

Closed questions are actively used by salespeople who prefer manipulative technologies. By correctly constructing a chain of leading closed questions, the client is immersed in a certain state, led to the necessary decisions, and imposed his position:

• Do you have a lifelong dream?
• You want to have the opportunity to implement it as soon as possible, right today?
• Money is never too much, right?

As a result, the client is offered to take out a cash loan.

This undoubtedly has an effect on people, but very soon they begin to feel deceived and cheated.

However, this is not a reason to radically abandon closed questions where they are appropriate and the only acceptable ones. For example, in contexts like “Would you like a cup of tea?”, “Let’s make an appointment for Thursday?”.