The phone is one of the most powerful tools in your sales arsenal. Once properly trained on the most effective phone sales "protocol," your closing ratio will skyrocket. However, if you attempt to use a similar approach online, you will likely only succeed in driving the Internet Empowered Consumer (IEC) away from you. Here's why and what to do about it.

Having taught telemarketing, I am intimately aware of the power of effective phone sales. In fact, one of my students transformed from being a shy, reluctant "dialer for dollars" to top salesperson in her company (and eventually VP of sales) in just six months. She was able to see such dramatic results once she consistently applied the proven phone sales methods I taught her.

Selling over the phone can be so successful because it gives you the ability to apply the full force of your personality via the tone, pacing, and inflection of your voice. And, actively listening to the voice of your prospect can tell you volumes about them (i.e. their mood, willingness to engage, intelligence, etc.). It also gives you the ability to interact with prospects and guide their thinking real time, by using appropriate questions. All of these are powerful advantages, none of which are available to you when working with the online consumer.

Control vs. Relationship

Effective phone sales is largely about taking control as soon as possible. Selling effectively to online consumers is about giving up your need for "control" and concentrating instead on building relationships.

The good news is that just as there is an effective phone sales protocol that will boost your closing ratio, there is also a powerful online "interaction protocol" that will dramatically increase your conversions of online inquiries into closed transactions. Before we explore this online protocol, let's first explore some of the important distinctions between the online and phone prospects:

• Anonymity: The IEC is completely anonymous which creates an impenetrable "buffer" between you and them. Whereas even if you don't know the name of your phone prospect, they "feel" less anonymous either because you have their phone number or because they feel uncomfortable dealing with a sales personality on the other end of the line;

• Control: Since the IEC is anonymous and communication with them is usually asynchronous (i.e. non-real time), they are in control -- and they like it that way! Phone prospects on the other hand, often feel "controlled" because of the intimate nature of the real time communication with your sales personality;

• Privacy: IECs insist on having their privacy kept sacred while phone prospects typically feel intrusion and little if any sense of privacy;

• Information: IECs are much typically more informed about the market, neighborhoods, and the types of property they want. They also value the ability to obtain information easily without having to disclose who they are. Phone prospects must go through you for their information, which gives you a sales advantage.

Understanding these differences is key to developing a practical and effective protocol for converting online inquiries to closed transactions.

Speaking the Language of the IEC

How you respond to an IEC's initial inquiry (typically for more information) will make a huge difference in your ability to build rapport, trust and a relationship that eventually leads to a sale. By incorporating your understanding of the differences mentioned above into your first response, you are "speaking the language" of the IEC and thus will enjoy a higher conversion rate.

For example, here is a typical inquiry from an online consumer:

From: jane454@msn.com

Subject: 3500 Sycamore Lane

Message: Saw this listing on your website, would like more information. -- Jane

Now let's take a look at way to respond to this that will greatly increase your chances of converting Jane from a casual inquiry into a serious client:

To: jane454@msn.com

Subject: RE: Your inquiry about 3500 Sycamore Lane -- from Mary Agent

Message: Hi Jane,

Thanks for stopping by my site at http://www.atlantafirsthome.com. You will find the information you requested attached for your review. In the meantime, I realize that you are currently in the information gathering stage, and may not be ready to "open up" about who you are, or what your needs are at this time. Be assured this is perfectly okay, and that my staff and I will completely respect your online privacy.

Also, keep in mind that my ability to help you is dependent upon understanding your particular needs and wants with respect to finding a home. So when you are ready to explore your real estate needs further, I will be happy to assist you.

Have a great day, and I look forward to hearing from you.

Mary

P.S.: As a way of saying "thanks" for visiting my site, you will receive a complementary subscription to my information-packed monthly newsletter, Real Estate Update. This is written specifically to help buyers and sellers become more familiar with the real estate market and industry. If at any time you no longer wish to receive this newsletter, just click the link at the bottom of any issue.

"I turn your first-time home dreams into reality!" -- Mary Agent                                              

Insert contact info here

As you read through the response above, ask yourself, "What would I think or feel if I received this from a REALTOR®?" Chances are, you'd feel safe, comfortable and understood. That is because the REALTOR® who responded to you in this way was "speaking your language." I call this the "Critical First Response" e-mail and highly recommend that you use if for every initial inquiry that comes in. (NOTE: You can make this easy by turning it into an e-mail signature which once set up, you can place in an e-mail reply with just one click of your mouse.)

There are variations to this online "protocol" when the initial e-mail inquiry includes the prospect's phone number. In this case, my suggestion is to add the following "PPS:" as follows: PPS: Since you included your phone number above I will assume that you want me to give you a call about your needs. If this is not the case, please let me know via e-mail and I will not contact you by phone.

his keeps them in control and manages their expectations. So when you do call (assuming they did not request that you don't) you won't hear the typical, "What are you calling me for!?"

Just as there is a structured approach using the phone that will vastly improve your odds of turning a prospect into a client, the same holds true of working with online consumers. The key is understanding that what works on the phone, will not work online. Learn to speak the language of the IEC and chances are very good they will want to work with just you!

Published: October 23, 2006

Use of this article without permission is a violation of federal copyright laws.

Michael J. Russer (a.k.a. Mr. Internet®) is an internationally acclaimed speaker, trainer, author, and strategic consultant to the real estate industry and small business. He is also the exclusive Internet columnist for REALTOR® Magazine, the architect of the revolutionary e-ProductivityTM system and leading voice for the use of Virtual Assistants in small business. You can subscribe to his free monthly leading-edge newsletter ePOWER NEWS by going to ePowerNews.com.