6 techniques for you to approach customers by phone and sell more and more in calls


The phone remains a powerful tool for selling and strengthening customer relationships. In moments such as the social isolation caused by the COVID-19 pandemic, making calls is an even more important option to keep prospecting actively. However, not all salespeople know how to approach customers over the phone.

When this contact is not well made, there is a risk of creating a rejection and, consequently, generating the loss of an opportunity.

But, after all, what should be done to approach customers and make a phone sale? To find the answer to this question, we have separated some essential techniques for you to do good prospecting!

6 techniques for approaching a customer over the phone

Conduct the first 30 seconds well

Know exactly what to say within the first 30 seconds of contact. They are crucial to generate interest in your interlocutor.

The presentation should contain basic elements such as your name, which company you represent and, most importantly, the purpose of your call.

So get ready. Before you call, it’s imperative that you write down everything you’re going to talk about creating a phone sales script.

This script will help guide the approach to the desired point, as well as demonstrate preparation and concern in listing the benefits of the product or service to resolve the customer’s pain.

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How to Script to Approach Customers by Phone

First of all, you need to know your company, the products and services you sell very well. From there, when approaching customers by phone, you will have more confidence about what you are talking about.

The second essential knowledge comes from knowing who the competition is. Which is nothing more than understanding the position of your business in the market and what its differentials are in relation to others.

However, it is important to emphasize that this information about other companies in the market is not to speak ill of them, just to get to know oneself better.

After this moment of internal learning comes the essential knowledge about the customer.

Find out about the area of ​​activity of the person you are going to call, the size of their company, the main competitors and their current situation in the market. That is, all the data you want to know about each other, you need to know about yourself first.

The most important point is to know the customer’s needs prior to the first contact. 

The tendency in a call is for people to have little time to hear about something that won’t bring immediate results. Therefore, it is essential to show how your solution will impact the customer’s business and thus generate value.

Thus, you can use words that draw attention to the points that will be addressed, such as profitability, cost reduction, revenue and productivity.

If you demonstrate that you have a good solution, you will certainly get the customer to give you time to listen.

Use the AIDA method

AIDA is the acronym for “attention, interest, desire and action”. These are the four words that help guide the consumer through a sales funnel, especially when approaching over the phone.

First comes the act of gaining the customer’s attention. To do this, use mental triggers, which are techniques for awakening the other person’s subconscious desires.

In other words, this means that using a trigger is getting someone’s attention with actions that make them understand that they need what you offer.

Next comes the “I” of AIDA, which is to arouse interest. Without this, it will hardly be possible to make a phone sale. In that case, create an irresistible value proposition.

Afterwards, focus on her desire. For this reason, it is important to know her very well and understand what her pains and difficulties are as a consumer, so it is easier to offer something that meets her needs.

Lastly, comes the action. This is the time to actually offer the solution to her and call her to close the sale.

From these points, it won’t take long for the customer to want your solution and make the purchase.

So remember the AIDA method whenever you need to approach a customer in a call.


keep intonation

Without the eye contact and other features we use in person, your voice becomes the most important element of your posture on the phone.

Through it, you can impart enthusiasm, confidence, and energy to the customer and be willing to help them.

A valuable tip is to get up from your chair when you want to put more emphasis on speaking, such as the benefits of the product, for example. Standing up, it is easier to vibrate the voice more, which makes the speech more objective and persuasive.

It is also important not to limit body movements: gesturing and walking around the room are other actions that contribute to improving the intonation of the voice when talking on the phone.

Remember that few people like to communicate over the phone. While answering a call, it is more difficult for the consumer to be able to perform other tasks. So, value this time with a clean, warm voice and a brief, to-the-point message. 

Other tips to always have an impeccable intonation when approaching clients by phone is, before starting the shift, to do vocal exercises. Especially if you go to work in the morning, when your voice is usually huskier and weaker.

It is not necessary to warm up for a long time, five minutes is enough. Below you can see some exercises to start adopting this practice.

Adapt to the customer’s profile

Despite preparing the script to list the topics to be discussed, the connection must adapt to the customer’s profile. So avoid a plastered approach. The goal is to find the best solution in a personalized way.

Try to quickly understand the way each client establishes the reasoning, as well as the speech rate. If he speaks slower, be slower with his explanations.

When mirroring the other, it is easier to generate rapport, that is, create a connection through empathy with the other.

Doing a preliminary survey about the customer and the company you’re calling will help make the contact as personalized as possible.

know how to listen

As in any conversation, talking on the phone implies interaction between two parties, that is, knowing how to listen is as important as talking in this situation.

Most sellers talk a lot but listen little to the consumer. That’s because some have the feeling that talking a lot is synonymous with impressing customers – which is often a shot in the foot.

There are consumers who like to talk, comment on their successes, achievements and difficulties. So, prepare a presentation in which you speak half the time, and the rest is up to the other party.

Now, there are also those who only give monosyllabic answers, like “yes” and “no”. A tip to encourage these people to talk: ask closed questions, those that the answers need a complement or explanation.

For example: instead of asking “do you have problems with […]?”, you can say, “what are the main problems you currently have?”. In the first case, the consumer can only answer yes or no, while in the second he needs to give a more complete answer.

identify objections

Before ending the contact by phone, ask if there are any doubts, which has not been clear so far, especially if the customer requests the sending of material by e-mail. Be careful: he might be doing this to throw you off.

Surely, after asking what could be better explained, you will discover the real objection. So the next step is to strive to clarify the point raised.

A successful approach is one that leaves the customer with no doubts, but rather an opportunity to close a deal or maintain a future contact – which in the current context can be a video call.

The final tip is to review, after each call you make, do a self-analysis of the points you are doing well and those you need to improve. That way, you’ll advance the results of the next call and improve your approach to the next customer.

How to improve your approach to customers and sell over the phone 

Approaching customers over the phone can give you butterflies in your stomach. After all, selling on a link is a big challenge for any professional.

If you still have difficulty approaching by phone, check out what the team of top sales experts in the country can teach you.

Through practical and exclusive methodologies, the IEV offers the best and most complete solutions that fit your needs so that, like the more than 10,000 students who have gone through the IEV, you become an expert in this market.

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