Les conseils de Ranger Marketing pour vendre au téléphone

Le groupe Ranger Marketing est un leader de la vente directe et personnalisée. Ce leader sur différents secteurs d’activité instaure environ 12 000 contacts téléphoniques par jour. L’entreprise allemande donne ses conseils pour améliorer ses ventes au téléphone.

La vente – ne pas sous-estimer l’importance de la formation

L'importance de la formation à la vente - Ranger Marketing

L’importance de la formation à la vente – Ranger Marketing

Chez Ranger Marketing, les vendeurs sont considérés comme excellents car ils sont extrêmement bien formés. Formation sur le terrain, formations régulières par la suite à toutes les techniques de vente…

Tout comme le sport, l’utilisation de la science pour développer les athlètes d’élites s’applique également aux ventes. Les formateurs doivent apporter plusieurs éléments clés aux futurs vendeurs : les mesures et la méthode.

Les futurs télévendeurs doivent avoir une méthodologie de vente et une psychologie proactive afin de se préparer à l’avance aux objections possibles du prospect.

L’importance de transmettre de l’optimisme et de la bonne humeur

Télévente et bonne humeur, par Ranger Marketing

Télévente et bonne humeur, par Ranger Marketing

Démarrer chaque appel par une note positive ne peut que servir à la suite de l’appel, assure Ranger Marketing. En effet, une étude réalisée dans des hôtels a montré que les serveurs démarrant avec une note joyeuse (par exemple, des prévisions météorologiques positives pour la journée) avaient plus de chances d’obtenir un pourboire.

Il en est de même pour les appels téléphoniques. Il est important de ne jamais démarrer une discussion sur une note négative, mais plutôt par un commentaire positif ou une anecdote.

Éviter la critique

Une grande erreur d’autosabotage lors d’un appel de vente est de dire du mal d’un concurrent. La recherche montre que chaque fois que l’on dit du mal de quelqu’un d’autre, le public a tendance a renvoyer les mêmes traits de caractère à la personne qui parle. En effet, parler d’un concurrent peu fiable ne fera jamais briller la personne qui en parle. Les équipes de chez Ranger veillent à ne jamais descendre la concurrence.

Savoir transmettre des émotions au prospect

Des émotions en télévente, Ranger France

Des émotions en télévente, Ranger France

La principale conclusion de l’économie comportementale est que les gens articulent rarement leurs décisions d’achat sur des bases solides et rationnelles. Dans la grande majorité des cas, les gens achètent en grande partie à cause de déclencheurs émotionnels ou facteurs personnels, parfois illogiques. Les équipes Ranger Marketing le savent bien.

La nostalgie, la fidélité à la marque, l’attachement associatif/sentimental à un produit et d’autres avantages intangibles peuvent servir de levier de persuasion autant que les caractéristiques techniques d’un produit.

Lorsqu’un vendeur entame une discussion avec un prospect, il doit rechercher le bouton émotionnel qui peut influencer la décision d’achat. Il doit articuler la valeur d’un produit par le biais d’une narration pertinente et puissante.

Enfin, la confiance personnelle fonctionne aussi dans la vente, comme le prouvent les recommandations des médias sociaux. Les gens croiront une idée ou achèteront un produit s’ils ont l’appui de leur famille, de leurs amis ou d’influenceurs en qui ils ont confiance. En tant que vendeur, il est possible de tirer parti de cette chaîne puissante par le biais de références, de témoignages, de marketing d’influence…

Ne pas hésiter à se lever

En tant que vendeur, il est parfois judicieux de laisser sa passion et son enthousiasme pour le produit se manifester dans les appels de vente. Se lever peut réellement impacter la qualité de l’appel et influencer le prospect. Beaucoup de gens préfère faire les cent pas au téléphone : pourquoi cela serait-il différent lors des appels de vente ?

Mais toujours garder le contrôle

Il est important d’articuler des ordres du jour clairs, et demander aux clients potentiels s’ils sont d’accord avec cela. De cette façon, le vendeur peut garder les appels sur la bonne voie et accomplir ce qu’il veut accomplir, tout en faisant sentir aux clients qu’ils ont le contrôle de la conversation.

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