Telephone sales – without tears!


Telephone selling is a vital function for most businesses but it can be time-consuming and frustrating. To do it well takes skill, careful preparation and the use of effective ‘models’ and methods, perhaps even using formal approaches and scripts.

This course will help by giving you practical and proven methods and tips for telephone selling.

Training objectives

The emphasis is very much on techniques that really work and that anyone can apply to their business. This thoroughly enjoyable and stimulating day will help you:
  • Master the secrets of ‘organised persistence’ to increase sales
  • Use the trainer’s tried-and-tested 4Cs model to help you close more sales
  • Practise new telephone skills in a supportive environment before using them ‘for real’

By focusing on a structured process and a range of practical, easily mastered techniques this course will help even the most faint-hearted achieve more sales – without tears!


All staff responsible for making sales telephone calls.


A thoroughly enjoyable and stimulating one-day programme.

Special features

Depending on the precise needs of the audience, this programme can be tailored to focus either more on practical telephone techniques or on generating sales leads. In either event, the trainer would work with you ahead of the course to tailor the examples, exercises and case studies to your particular business.

The expert trainer

Graham specialises in providing high-quality consultancy, coaching and training in sales, sales management, customer service and personal productivity. He has a long career in sales and was a top-performing IT and solutions sales professional and sales manager. His most recent full-time role was as Managing Director of Sales Productivity and Development for Thomson Financial, helping develop a large European sales force.

His work has taken him all over the world and involved him in working closely with hundreds of different organisations from all business sectors, his client list including such organisations as BT, Vodafone, AT&T, Orange, Pfizer, GSK, Boots, Unilever, American Express, Thomas Cook, Apple, Sony, Motorola, Cisco, MFI, Barclays Bank, LIFFE, Abbey National, Prison Service, Home Office, Law Society, BBC, Daimler-Chrysler, Citroen, Weetabix, Nikon, Shell and many, many others. In addition he has written over twenty books published in several different countries, including Companies don’t succeed – people do!, 90 Brain Teasers for Trainers, Customer Service Games for Training, Sales Training Games, Telephone Tactics and Working Smarter.

Known internationally as both a trainer and a popular motivational speaker, he believes that effective learning has to be interactive and challenging. All his learning events are built around practical exercises, role play and case studies. His training style focuses not on just explaining new ideas or developing new skills, but also on motivating people to use them and to develop themselves as individuals. This approach gets results, as the following comments from course participants show:

‘Brilliant course, really interesting and very focused to my job role and day to day work.’

‘Took away some very good ideas that I can use every day… good examples too.’

‘Very confident in the subject, and amusing too. Made the course very interesting. A very clear sales model to use going forward.’

‘Full of useful hints and tips which I will apply to my job.’

‘Extremely well presented and structured’

‘A very intensive course and a lot of concrete tools provided.’

‘Useful data, tools and insights; engaging and interesting as always.’

‘Very good… contained everything we do on a regular basis and problems we have come across… the exercises made it very interesting too.’

Course outline

1   Introduction
  • Course overview and personal objectives
  • ‘Organised persistence’
  • The 4Cs model – an effective telephone sales model
  • Setting sales goals
  • Sales planning – working a process
  • How to overcome psychological blocks to cold or warm calling – yours and the customers’
  • Initial role plays – review of current approaches
2   Connect and consult
  • How to make outbound sales calls with improved confidence, control and results
  • Identify potential prospects with greater accuracy – and decision-makers and influencers within target prospects
  • Planning your call – structure and substance
  • Get past gatekeepers and assistants more effectively
  • Gaining credibility in the first few minutes; creating a compelling opening for your call
  • Using high-impact questions to build interest and opportunity and to convert more calls to sales
  • Active listening and summarising
  • How to develop an engaging telephone voice and manner
  • Role plays – practice session
3   Convince and commitment
  • Your telephone voice and telephone tips and tricks
  • The convince elements: summarise needs, link to benefits, qualify interest
  • Using ‘hot button’ statements to gain customer engagement
  • How to overcome the most common ‘put-off’s
  • Closing the sale
  • Role plays – practice session
4   Organised persistence
  • How to prioritise opportunities and manage your time when sourcing new business
  • Sourcing leads and prospects
  • Qualify potential opportunities with more accuracy on a consistent basis
  • How much and how many?
  • Lead tracking and follow-up techniques
  • Email and letter follow-up examples
5   Conclusion
  • Action plans
  • Personal learning summary

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