Let's talk phone sales techniques

F

firehawk

Veteran
I figure this can be a helpful thread for many. Many of us have technical skills, but not so good sales skills. All the best salesmen I know have a practiced technique they use. Not a mechanical verbatim script per se, but a consistent system that takes control of the conversation and steers it where it needs to go.

When someone calls to inquire about hiring you for a service they usually start off by asking:

Q. "How much does it cost to........?"
A.


I'll leave that open for now to kick off the conversation
 
I hate the phone and try to do as much as I can written. I'm much "smarter" in writing. On the phone I'm a stammering dummy especially when it comes to pricing. Best phone answer is "I will write up a quote and get back to you." Unless its very simple ("how much for you and x gear for a day?")
 
The key to all sales can be summed up in an acronym: AIDA. That is, Attention, Interest, Desire, Action.

1. Attention: you need to say something that will get the attention of the prospect. That will differ from situation to situation and really stems from your understanding of their needs.
2. Interest: primarily achieved by asking questions. You have 2 ears and 1 mouth and they should be used in that ratio. By asking a series of open questions to get the prospect talking about their needs, and relating those needs back to the potential solutions you can offer to them, you will build their interest in both the conversation and what you can offer them.
3. Desire: by this stage you have built up a comprehensive idea of what the prospect needs and wants (not always the same thing). Now you can use that to shape your pitch for the deal by reiterating the benefits that engaging you will bring to their project. Benefits are simply explanations of why features are good for them so not 'I have a Sony F55', but 'I have a Sony F55, which means that we can give your film the kind of professional sheen that you see in major TV series'. 'Which means' are 2 of the most powerful words in sales.
4. Action: by now you have fully described your product/service and explained why it is the solution to your prospect's needs. You've given them an idea of the costs. This is the time to ask for the business. 'So how would you like to take this forward', or even, 'do you think you'd prefer the Silver or the Gold service level' or 'I can start pre-production with you next week, let me know which day would be good for you and I'll send you the booking documents for you to sign'. If the prospect raises an objection at this stage you use that as a means to reiterate the benefits, returning to the ask after every objection you deal with. Each time you ask for the business, shut up. Wait for the prospect to respond rather than letting your nerves drive you to over-explain.

Obviously that's a drastically foreshortened description of the sales process, but it should give an idea.

Regarding scripts - a verbatim script will only sound natural in the hands of someone very talented in sales but a basic script is an excellent aid to help you to keep the conversation on track and to remind you of each step and when to take it. You'll also find it very useful to have prompt cards in front of you with brief notes for the main objections you encounter, to remind you of what has worked in the past in each case.
 
I should also have mentioned - if at all possible, stand up when making or taking a sales call. It helps keep you literally 'on your toes' and it improves the tone and volume of your voice.
 
Josh Bass said:
I hate the phone and try to do as much as I can written. I'm much "smarter" in writing. On the phone I'm a stammering dummy especially when it comes to pricing. Best phone answer is "I will write up a quote and get back to you." Unless its very simple ("how much for you and x gear for a day?")
Click to expand...

Me too x 1000.
 
"Thank you for calling STARS Pictures. My name is Chris, how may I help you?"
"I'm looking for someone to produce a video. How much do you charge?"
"Great! How did you hear about us?"
"XYZ Business gave me your name."
"Nice. I enjoyed working with them. Tell me a little about what you're looking for".
"Blah blah blah"
"We can definetly help you with achieving blah blah blah. What I would like to do is set up a time to meet you in person and we can discuss more about what you're looking for and how we can help you. I have an opening on this date or this date. Which day works best for you?" (always give them a choice of two dates)

That same format I found works for all kinds of sales inquiries. It allows you to take control, and try to only talk price in person at a consultation.
 
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"Basshole's Videos and Fried Chicken, how can I help you?"
"I WANNA MAKE A VIDEO!"
Okay, can you tell--
"HOW MUCH IS A VIDEO?"
"Well that's very complicated because---"
"IS A VIDEO COSTS $50?"
"Well, probably not because--"
"CAN YOU SHOOT ON A DRONE???"
"Well I'd have to hire a---"
"I HAVE $50!"
"That probably won't be---"
"OK BYE THEN"
 
First of all, I have a pay schedule that allows me to make estimates quickly and easily. I'm not always right, but I get pretty close sometimes. I try to talk on my computer as much as possible, both because I have very poor cell reception in my apartment and because it lets me type notes and do research while I talk. The most important thing, for me, is being honest that I care about what my prospect wants. I want to help them; it's a privilege to get paid to produce, and I'm excited to help their message get where it needs to go. That attitude helps a lot. I spend a lot of time trying to figure out the details of what they want, which often means we go back and forth on creative and logistic elements before I even mention pricing. At that point they're invested in us. Then I go back to my pay schedule, come up with a number, and ask if this matches what they were looking for. I also tell them that if they have a specific budget, I can always work backwards to see what's realistic. I also invite them to the studio to meet, but since I'm barely ever available that's not always a thing I can do anymore.

Usually when people call us (since we're in such a dense area) it's from a referral, which is a different situation.
 
Tim Sewell said:
The key to all sales can be summed up in an acronym: AIDA. That is, Attention, Interest, Desire, Action.

1. Attention: you need to say something that will get the attention of the prospect. That will differ from situation to situation and really stems from your understanding of their needs.
2. Interest: primarily achieved by asking questions. You have 2 ears and 1 mouth and they should be used in that ratio. By asking a series of open questions to get the prospect talking about their needs, and relating those needs back to the potential solutions you can offer to them, you will build their interest in both the conversation and what you can offer them.
3. Desire: by this stage you have built up a comprehensive idea of what the prospect needs and wants (not always the same thing). Now you can use that to shape your pitch for the deal by reiterating the benefits that engaging you will bring to their project. Benefits are simply explanations of why features are good for them so not 'I have a Sony F55', but 'I have a Sony F55, which means that we can give your film the kind of professional sheen that you see in major TV series'. 'Which means' are 2 of the most powerful words in sales.
4. Action: by now you have fully described your product/service and explained why it is the solution to your prospect's needs. You've given them an idea of the costs. This is the time to ask for the business. 'So how would you like to take this forward', or even, 'do you think you'd prefer the Silver or the Gold service level' or 'I can start pre-production with you next week, let me know which day would be good for you and I'll send you the booking documents for you to sign'. If the prospect raises an objection at this stage you use that as a means to reiterate the benefits, returning to the ask after every objection you deal with. Each time you ask for the business, shut up. Wait for the prospect to respond rather than letting your nerves drive you to over-explain.
Click to expand...

first prize is a cadillac eldorado. second prize is a set of steak knives. third prize is you're fired.
 
Now the issue I am having:

Having agreed a price with client all in writing, I turn up and the shoot goes well. Just as I am about to pack up when the client wheels in another 'quick' project... after all as I am here and the gear is all rigged up etc...
They sneak in extra work as quickies with no reference to paying for this extra work, shooting and editing.

I have asked for more money but I get the 'lets look into it later' reply.

On the one hand I wish to maintain good relations with the customer but this 'accidental' extra work appearing is becoming an issue.
 
I think you may have to chalk this up as a learning experience and in future be extremely accommodating, but insist on agreeing a price for the extra work before you do it.

Your location isn't mentioned, but here in the UK we have a tax rule called IR35 which basically governs whether you are seen, for tax purposes, as an employee or a contractor. I always find it useful, in my line of work, to tell the client that 'unfortunately' I have to invoice for any extra work otherwise it may seem that I'm acting as an employee (and therefore expected to do extra as needed) and that as my accountant has told me that HMRC are already taking an interest in my affairs it could trigger an investigation. Strangely, I've yet to meet a client who relishes being involved in a tax investigation.
 
i have drawn up a contract adaptable to different shooting situations, that I really WANT to use when desling with projects, have not done so yet, though. I think thats the best way to handle "scope" creep...discuss everything on phone, but then send something in writing that says "we agree that i will do x work and only x work for x dollars, anything else is extra". that way if other things are requested allegedly both parties are on the same page and know it will cost extra. dont feel bad...I've gotten nailed by that too ("Can you upload those clips to vimeo?" "can you separate them into blah blah blah?"----"yeah, but we didnt agree to....ugh. fine.")
 
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