The administrator’s cheat sheet in the framework of this article is a set of specific and sequential actions that must be performed in working both with incoming and outgoing calls. Here I’ll try to focus on those aspects of working with the phone that were either missed in the previous two articles, or were not described in sufficient details.
As we already know, the telephone in the professional activities of the administrator of the fitness club or sales representative is not intended for sales, but for making appointments. Processing both incoming and outgoing calls, as we know, is a set of very specific actions that allow the administrator to conduct a dialogue as efficiently as possible. This specific set, both in the first and in the second case, has so-called tricks that allow you to maneuver and smooth the corners during a conversation. So, I’ll break the material into two blocks: a cheat sheet for incoming calls and a cheat sheet for outgoing calls, and at the end, as usual, I’ll summarize everything that we learned today. And for the fullest understanding of the topic, I strongly recommend you to read my previous articles “Incoming calls processing” and “Outgoing calls processing”.
Incoming calls cheat sheet
Tip #1. Always keep the conversation constructive and logical. Remember the sequence of actions: preparing for the call, establishing contact, identifying needs, formulating a proposal, working with objections and making an appointment. The conversation should go strictly in this vein, otherwise the effectiveness of the call becomes unpredictable.
Tip #2. Always keep a good mood. Your problems, if you have them, don’t bother anyone. At the moment when the phone rings and you pick up the phone, keep all your problems to yourself. Don’t mutter, don’t interrupt, and don’t ignore the caller, show interest and respect for the interlocutor. Solve his problems, and don’t bother him with yours.
Tip #3. Be convincing in your statements. Remember that your voice shouldn’t sound confused and you shouldn’t make a person wait. The customer who’s calling you shouldn’t catch you by surprise with a single question. To do this, you need to thoroughly understand what services and products the club offers customers. Speak clearly, loudly, and confidently.
Tip #4. Always turn to the caller by name. Personalize the dialogue. When turning by phone to a specific person as “you”, the administrator mixes it with the crowd. Turning to him by name, you show that he’s a concrete person for you, that you remember (or wrote down) his name and he’s already important to you. So it will be easier for you to earn his confidence.
Tip #5. There’s an unwritten rule – the one who asks first, controls the conversation. Seize the initiative. You were asked a question, your task is to answer it and end the sentence with your question. If the answer doesn’t end with the question, the caller will have the initiative, he will receive all the answers and hang up. If you ask yours right away, you will cause discomfort.
Tip #6. Convince yourself that the person, who’s calling, already wants to see the club. Tune in initially to the way that if he buys a membership, he will go to the club anyway, which means it will be better if this happens as soon as possible. Remember the golden rule that the more time you give a person to think, the greater the chance that he will lose interest.
Tip #7. Don’t let the caller take the conversation into the details, that is, don’t follow his lead. Give general information and end the sentence with your question. Always keep the initiative in conversation and lead the dialogue to the fact that all the details are discussed only at the personal visit. Bet on the fact that it will be better, faster and more convenient.
Tip #8. Everything related to specific information applies to specific prices. See the previous paragraph. When it comes to prices, tell the range “from and to”, name the approximate cost, convey to the person the idea that under certain conditions, certain factors can influence the price. In extreme cases, call two or three prices, but not the one and only.
Tip #9. Always diagnose a person’s motivation. Ask what prompted him to think about visiting a fitness club, what he wants to achieve and what he wants to get rid of. This will help you to collect the maximum information, and it will help him to see that you are interested in him, you are trying to figure out his problem and seriously want to help him.
Tip #10. After making an appointment, always exchange contacts. As you already know, even if you make an appointment, a person may suddenly have a thousand reasons why he will not appear or even call back. If in this situation you cannot call him back by yourself, because you didn’t ask for his contacts on time, consider that you have lost this client.
Outgoing calls cheat sheet
Tip #1. Always call those who didn’t come to the meeting. See the last tip on the cheat sheet for incoming calls. This means, first of all – always take their contact data. If a person hasn’t come, this doesn’t mean that you need to or can forget about him, rather the opposite – you need to call him as soon as possible. Call, remind of a meeting and appoint it again.
Tip #2. Always call those who were at the meeting but didn’t buy a membership. Again, the one who has already seen the club but hasn’t purchased a membership isn’t yet lost for the club. It doesn’t matter if he changed his mind or just took the time to think or consult with friends/colleagues/relatives. Your task is to call, and do it as quickly as possible.
Tip #3. Always call those clients whose subscription ends. Most likely you don’t know what’s going on in a person’s head, so you may not know that he decided to finish visiting this club and go to another, or even stop exercising at all. Your task is to call him, find out about his future plans, give him what he wants and offer to prolong the membership.
Tip #4. When making an outgoing call, be sincere, show concern and interest in the interlocutor. Once again I remind you that all your problems should be left outside the phone. Everything that you say against your will or under constraint is immediately felt on the other end of the wire. A person who feels bluff automatically becomes closed to what you say.
Tip #5. Always get ready for a cold call session. Prepare pens, pencils, paper, registration sheets, required forms and questionnaires in advance. Try to make sure that no one distracts you during the conversation and that you aren’t distracted by yourself. If possible, go to a separate office or to any other quiet place so that the noise doesn’t distract you from communication.
Tip #6. Remember that each your call is paid. Regardless of how many successful or unsuccessful calls you made, if at least one of them ends in a sale, this automatically makes all other calls paid. Even if 9 calls bring you nothing and 1 will bring $100, it means that all 10 calls brought you $10 each. The more successful calls (deals) you make, the higher the cost of each individual call will be.
Tip #7. Always remember that you solve the problems of the client, and don’t load him with your own. Of course, your task is to keep the initiative and engage in dialogue in the right direction, but! This must be done in such a way that for the person whom you are communicating with this wouldn’t seem obvious. This is a good incentive to improve your communication skills.
Tip #8. Try to establish relationship, not just sell or make appointments. For this reason, it’s necessary to record the names and surnames of your customers, their relatives and children. Record their birthdays, don’t forget to call to congratulate and invite to club events. The client should feel as a part of the family, and not as an object for sucking money.
Tip #9. Be persistent, but don’t go too far. In a conversation with a client, try to keep your line, but do it as exquisitely as possible. If the client repeated the same question three times, consider that you didn’t pass the phone call exam. Continuing to insist on a deal even after the third rejection of the interlocutor, the probability of losing him increases to 99%.
Tip #10. Never break the relations with any of your potential customers. Even when the conversation ends unsuccessfully, try to get out of the current situation with dignity. No one knows how life will turn and the one to whom you were rude today may be helpful for you tomorrow. Save face, keep calm and always be polite in any confusing situation.
There’s another important nuance when working with the phone, and it’s typical for both incoming and outgoing calls. Make priority on who’s already in the club, and not on who’s calling, because the one who’s standing in front of you is already in the club, while you don’t know whether you can make an appointment with the caller or not. Therefore, when such a situation arises, make a bet not on what may happen, but on what’s already happening.
When speaking with a visitor at the reception desk, or conducting a presentation and at this moment the phone rings, service first the person who’s next to you. Don’t push the reset button, otherwise the caller will have the impression that his call is undesirable. It’s better to put the phone in silent mode, and then the caller will have the impression that at the moment there’s no one near the phone, and he will call back later. Use all these small cheat sheets, tips and tricks that we talked about today in your practice and the efficiency of working with the phone will increase significantly.
Author – Felix Palmer