One of the services we provide to companies and organizations we consult for (including small and medium-sized businesses in our mentorship programs) is listening to recordings of our customers’ telephone sales calls. We listen, then provide an improved script for whoever sent us the recording.
One phenomenon I see again and again, in a very troubling manner, is that the calls are too long!
People conduct “infinite” telephone sales calls. When I write “too long,” I’m talking about 20, 25 and 30 minute conversations – I’ve even listened to 40-45 (!) minute calls. If you think a half-hour call with a new customer isn’t long, and perhaps conduct similarly long calls yourself – you have a serious problem!
The longer you spend talking to a customer, the more the chances of selling to them declines!
That’s contrary to a lot of people’s instinct and logic, which says the opposite. In practice, a call that’s too long has many disadvantages that reduce conversion rates.
1. The longer the conversation, the more likely you will make mistakes
(In my view, over 10 minutes is too long, and over 20 minutes is far too long!)
You may say something “out of order,” note a minor detail or technical issue that scares the customer, reveal a personal opinion that doesn’t sit well, or state a fact that causes them “to pull back” and not purchase right now.
We’re all human and we all make mistakes. With a new customer who doesn’t yet know you, sitting on the fence between you, other suppliers, or not buying at all, every sentence, example or figure could be critical.
Longer conversation time = more potential mistakes you may make.
2. The longer the conversation, the more the customer will think you are their friend
I’m in favor of long-term relationships with customers, but in order for them to make a purchase, a certain “distance” has to be maintained.
Why? Because if the customer thinks you’re their friend, they’ll expect a discount, free consultation, and exceptional requests which, if you agree to, mean the deal is no longer worthwhile. After all, we don’t pay friends, right? With friends, we exchange “favors.”
Too much time breeds familiarity and sometimes gets personal (about things irrelevant to the sale), giving the customer the wrong impression. (Worse, they may think you aren’t busy and don’t have other customers! Remember the realtor and old man in Commandment 2?)
More conversation time = a potential customer who thinks you are their friend, and the chances they will buy from you will decline.
3. Long conversations will exhaust you!
Say you spoke with a customer for 40 minutes, and at the end they say they “have to think about it.”
That’s really disappointing because you invested 40 minutes (at the expense of other clients and tasks) expecting a deal, and no deal was closed. You’re tired, moody, and want to go home.
But … you have a lot more calls to make! And you’re already exhausted, worn out, and low on energy. What will your next conversation sound like? A lackluster discussion without energy or motivation. That annoying customer not only took 40 minutes from your life, but drained your energy and attention and “screwed up” the rest of your day.
To be a successful entrepreneur, salesperson or manager, you have to make a lot of calls. If every call took 20, 30 or 40 minutes – the effect would be a lot less calls, many fewer deals closed, and a lot less revenue.
More conversation time = less sales conversations, less conversions and more customers who will exhaust you and make you consider switching professions.
With love,
Dr. Yaniv Zaid – “Doctor Persuasion”
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