At its core, selling is a conversation—it involves communication between two parties. While memorizing a script and knowing a product or service’s full suite of features is one thing, convincing a prospect of its benefits is another thing altogether. Persuasive speech is more than just calling a prospect, giving your pitch, and then closing a sale. It is an art that requires excellent communication skills and critical thinking.
This infographic will explain the art of persuasive speech, how it is used to make successful sales calls, and how it provides a great customer experience overall.
What is the Art of Persuasive Speech?
The art of persuasive speech works to convince the listener to accept the perspective you are presenting. For call centers, this means introducing products and services to prospects and compelling them to make a purchase.
Persuasive speech makes use of various communication techniques that appeal to both logic and emotions. This includes using certain verbal cues, word choices, conversation points, and the like. When used correctly, these techniques can convince prospects to accept the agent’s message and act on it.
8 Tips to Ace a Sales Call
When done right, a sales call can convert a prospect into a paying customer. Here are some sales call tips to help things go according to plan.
1. Set an agenda
One big way to earn the trust of a prospect is to be clear about the agenda of the call. This helps the prospect know what to expect from the call and be open to hearing the agent’s message. Additionally, it lets the prospect feel like they are just as in control of the conversation.
For agents, setting a clear and focused agenda makes it easier to keep track of which points have and have not been discussed in the call. It also gives them an anchor to help steer the call to, especially in the event that the conversation strays.
2. Find common ground
Prospects are more likely to listen and be persuaded by an agent if they feel a connection to the message, and by extension, to the brand. By establishing a common ground between the brand and the prospect, it becomes easier to connect the sales pitch with the prospect’s concerns.
Having this common ground is also a good way to build trust and rapport with a prospect further. If they aren’t ready to purchase yet by the end of the call, they will, at least, be more willing to accept future calls that may push them into agreeing to the sale.
3. Be personal
While sales are matters of practicality, they can also be emotionally driven decisions. A good sales call allows for a two-way conversation between the agent and the prospect. With this, an agent can steer the conversation to find what motivates a prospect and what emotional triggers work best with them.
Like with finding common ground, this information can be used to deliver the sales pitch in a way that is tailor-fit to the prospect’s exact concerns and address their needs. This can make all the difference in making the call more persuasive.
4. Use visual language
A challenge that sales calls have is the lack of visuals—a prospect can only rely on the agent to provide enough information for them to envision the product or service being offered. The best way agents can make up for this is to use highly visual language that engages the prospect’s senses.
Visual language can even serve to highlight key features through the use of descriptive scenarios and situations, making it easier for prospects to visualize their use and applications.
5. Explain features vs. benefits
The words “features” and “benefits” are par for the course when convincing prospects that a product or service is right for them. Sometimes these words are used interchangeably, but mixing up the two can lessen the credibility of a sales call.
To distinguish the two, keep in mind that a feature is something that the product or service is or does. Meanwhile, a benefit is the value added to the customer by using the product or service. A sales call that makes both these features distinct and apparent is more likely to convince a prospect.
6. Avoid using jargon
Sometimes, using industry terms and business-related jargon is a way to flex a brand’s expertise in the field. However, too much jargon can be confusing and end up alienating the prospect. It can also make a sales pitch less personalized, making prospects less likely to make the purchase decision.
Instead of focusing on jargon, discuss the product or service in easy-to-understand terms that make their features and benefits clear.
7. Highlight your uniqueness/unique selling point (USP)
In a highly competitive market, brands and their offerings need to distinguish themselves from their competitors. For agents, getting prospects to agree to a sale means showing them exactly what they stand to gain when making a purchase with the company.
Emphasizing a brand’s uniqueness and the USPs of its offerings can create a more persuasive pitch. The goal is to demonstrate to the prospect that not only are they buying into a solution for their needs, but they are also receiving something exclusive to this brand.
8. Adjust and be flexible to the situation
While preparation is key for any sales call to succeed, not everything will go according to plan. Adapting quickly to the changes in the conversation can help steer the call back on track or to a more desirable outcome. Being adaptable is also an essential skill for agents to pick up on a prospect’s cues and address them while keeping the conversation flowing smoothly.
Step Up Sales Calls with the Right Team
Mastering the art of persuasive speech is crucial for any successful sales call. Agents who can hone this skill are able to both sell for a brand and communicate effectively with prospects and customers alike.
Get ahead of your competitors by partnering with a call center in the Philippines with professionals who are masters at persuasive speech. Contact EB Call Center today for excellent and top-notch service.