Telephone negotiations, like any other form of negotiation, have rules that should be observed and clear taboos that should not be ignored.

The most important psychological factors in a telephone conversation are emotional stability and confidence. Customers are usually most receptive to salespeople who are pleasant to speak with and who create respect and trust during the conversation. The following behaviours should therefore be avoided.

The first and perhaps most important taboo is beginning a customer call when you are not ready to speak or are in a bad mood. The customer will detect your state very quickly, and it will affect the outcome.

Before an important call or the first contact with a new customer, I recommend making one or more calls to customers who are already warm and positively disposed towards you. Otherwise, the first negative response may unsettle you and prevent you from achieving the result you expected.

Never call a customer without a clear plan for the conversation. You should know why you are calling, what you need to discuss and what outcome you want. Going blank during the call will lead to a poor negotiation.

The customer should hear a confident professional who understands the offer and knows exactly what they are talking about.

Do not call when your understanding of the product or service is inadequate. Confidence comes from competence. If you are uncertain about the subject, the customer will not experience you as a credible professional.

Do not turn your attention to other tasks, people or activity during the conversation. A customer can hear when you are not focused and will interpret it negatively. You initiated the call to make a proposal or discuss an issue, so your attention should remain with the person you called.

Avoid consuming anything while speaking. Whether you are drinking, eating nuts or chewing gum, the sound reaches the microphone and the customer will hear it.

Avoid deep sighs, even if they are simply a physiological habit. They need to be controlled because the customer may interpret them as fatigue or irritation. Your counterpart should feel your interest and engagement throughout the conversation.

If you use a script, do not read it mechanically. People dislike monotonous, artificial delivery. Speak freely, adapt the wording to the conversation and bring the exchange to life.

A script is a skeleton. The salesperson still has to add the fabric of a real conversation.

Do not interrupt while the customer is speaking. Make sure the person has completed the thought and conveyed all the information they intended to provide. Trying to insert your own view prematurely will be perceived as tactless or simply disrespectful.

Do not turn the presentation into a monologue either. You need to sense the other person and maintain a genuine two-way conversation.

Do not walk repeatedly from side to side with the phone in your hand. Your movement and breathing will be audible to the customer and can create an uncomfortable impression.

There are, of course, many other details to consider. Posture is one example. It is a mistake to assume that the person on the other end cannot sense how you are sitting or whether you are smiling. Every small detail can affect the conversation and therefore the result.

Konstantin Dubrovin, Head of TOPsharing.center

1. Do not follow formulaic rules simply because they are widely repeated. Examples include using the customer's name three times or trying to make the person say yes five times.

1. Do not call only to ask whether a decision has been made. The customer can always say that there is no decision yet. Use open or closed questions to move the customer towards the next stage of the funnel.

1. Do not call merely to tell, remind or clarify. Call to reach an agreement. The salesperson should define the desired outcome in advance and prepare the conversation.

1. Do not let a script dictate the exchange. Prewritten templates can impose rigid limits and make it harder to respond to a changing situation. Call with a business purpose, not simply because the script tells you to.

1. Do not use clever hints when you could ask, request or propose something directly. Open conversation creates a trusting atmosphere. Customers recognise sincerity, and trust is the strongest path to a sale.

1. Do not use a messenger conversation when an actual agreement is required. Speaking with the customer in real time produces more information, reveals hidden objections and gives the salesperson an opportunity to address them. Messaging is useful for coordination; agreement is better reached by telephone.

1. Do not sit hunched over, frown, eat or walk up a staircase while speaking. These behaviours can be heard. Sit upright and make yourself comfortable. Keep the desk in order as well: order in the workspace supports order in thought and action.

1. Avoid manipulation. When a call has a clear business purpose, manipulative techniques are unnecessary.