If You Sell Over the Phone - Two Simple Questions to Stop You from Being an Order-Taker

7 replies
So I've been at my new role for a few days now. They have inside salespeople. Overall these folks aren't bad...but I've overheard a few trainwrecks that I'd like to share an observation about.

Even the decent inside salespeople revert to being order-takers about half the time.

What does this mean? When someone calls up, the salesperson gives them exactly what they want. Nothing more. They respond to the question(s) asked, and that's it.

What's wrong with this? They're missing out on getting the complete picture. Is this prospect serious? Or are they just a tire-kicker? Is the call purely about price-shopping? Or is there a way to sell value here?

Order-takers never find out. They just dispense the info requested and get off the phone. And I'll bet there's not much difference between what these people are doing and what you're doing.

So what can YOU do to avoid being an order-taker?

Continue to ask questions.

Even just two simple questions asked after the point the prospect thinks that the conversation is about to come to an end--and you think the conversation is about to come to an end--will help:

> did you have a budget in mind for this project?

> do you have a time frame in mind for when you'd like to see this up and running/installed/completed?


The prospect's responses will tell you a lot about their level of commitment and urgency for this project.

If you don't think you're commonly forgetting to ask these two straightforward questions on your incoming calls, try recording them and find out.
#ordertaker #phone #questions #sell #simple #stop
  • Profile picture of the author jomina
    Great observation!

    One thing with it that popped in my head is that it reminded me of the whole "upselling" that you get when you go to a fast food place anymore.

    i.e. You want fries with that?

    I bet people hear that kind of thing so much these days, they'll almost automatically answer with what they're needing.

    Make sense?

    Anyhow, great post, thanks so much!
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    • Profile picture of the author enitan
      in my opinion it is really difficult to do by phone. Nowadays many of us prefer to see the products... at least online.
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  • Profile picture of the author David Miller
    Jason I've got to disagree with much of what you're saying. I have to start with your assertion:

    "And I'll bet there's not much difference between what these people are doing and what you're doing."

    That's a pretty bold statement! There are dozens of people who contribute regularly here, and hundreds more that read and learn. I'm not quite sure on what basis you make such a statement. But it's an absurd statement to make about an audience as big as this.

    What I also disagree with is your assumption that there's something wrong with taking an order. Clearly this company you are with now is somewhat successful if there are a number of incoming orders.

    It sounds as if you are there in some sort of training capacity. It takes time to train sales people who are used to incoming orders to probe properly to see if there's money being left on the table. If this isn't done properly, it can lead to the original order being taken off the table entirely.

    I've placed orders many times where a poorly trained person tried to perform a needs analysis when all I was trying to do was buy a widget. When this happens, I usually hang up and find my widget elsewhere. I know many other people who will do the same.

    Personally I'd be very happy to be an order taker. Get the business locked down and follow up to see what else I can do that would be mutually beneficial.

    Lastly, when someone calls in to place an order, they're a customer, not a prospect. They are calling or coming in to make a purchase, not kick tires. They've got their cash out, take it and come back for more later.
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    • Profile picture of the author Jason Kanigan
      Originally Posted by David Miller View Post

      Jason I've got to disagree with much of what you're saying. I have to start with your assertion:

      "And I'll bet there's not much difference between what these people are doing and what you're doing."

      That's a pretty bold statement! There are dozens of people who contribute regularly here, and hundreds more that read and learn. I'm not quite sure on what basis you make such a statement. But it's an absurd statement to make about an audience as big as this.

      What I also disagree with is your assumption that there's something wrong with taking an order. Clearly this company you are with now is somewhat successful if there are a number of incoming orders.

      It sounds as if you are there in some sort of training capacity. It takes time to train sales people who are used to incoming orders to probe properly to see if there's money being left on the table. If this isn't done properly, it can lead to the original order being taken off the table entirely.

      I've placed orders many times where a poorly trained person tried to perform a needs analysis when all I was trying to do was buy a widget. When this happens, I usually hang up and find my widget elsewhere. I know many other people who will do the same.

      Personally I'd be very happy to be an order taker. Get the business locked down and follow up to see what else I can do that would be mutually beneficial.

      Lastly, when someone calls in to place an order, they're a customer, not a prospect. They are calling or coming in to make a purchase, not kick tires. They've got their cash out, take it and come back for more later.
      Hi David,

      Appreciate the feedback.

      Well first of all I'm speaking to the general audience, not the experts.

      You and I can agree to disagree on whether someone who calls in is serious or not. I've had tons of calls where someone was just "testing the waters," and wanted a free education so they could go find a product at the lowest price.

      Finding out if a prospect (and in my world they are a prospect until they buy something) is serious...by demonstrating that they have a realistic budget, and time urgency in their decision...is a huge qualifier as far as I'm concerned.
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      • Profile picture of the author David Miller
        According to what you've written:

        What does this mean? When someone calls up, the salesperson gives them exactly what they want. Nothing more. They respond to the question(s) asked, and that's it.


        It appears that someone is calling in to place an order. If that's the case, it makes no sense to allow a salesperson to attempt upsells, or cross sells if they aren't skilled.

        Many businesses are set up precisely this way. I owned a telemarketing operation where it was structured so new reps sold the first level (so to speak) and more talented people followed up.

        I'm basing my thoughts on what you've written. So this isn't a matter of agree to disagree, I simply disagree.


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        The big lesson in life, baby, is never be scared of anyone or anything.
        -- FRANK SINATRA, quoted in The Way You Wear Your Hat
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  • Profile picture of the author philipdwyer
    Good point. It's always better to find out motivation so you can meet the need.
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    Philip Dwyer
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  • Profile picture of the author David Crossland
    In my expereience, asking questions is one of the best ways to make a sale and to get a happy customer. It's important to establish why the customer is calling, what product they are asking about, why did they ask about that one, what are they going to do with it etc.

    It's essential we don't sell them the wrong product if something else would be better. Even if this means we don't make a sale. Their trust in us would be nil if we sold them something that they later discovered was totally wrong - and they knew that we knew, or even suspected as such.

    Even an experienced buyer would not, normally, be upset you asking questions if they understood why you were asking.
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