Cold Calling/Prospecting
Last Updated: Apr 21st, 2004 - 16:21:40
(Note
About Author: Art Sobczack’s previous teleseminar “How
to Create Telephone Call Openings that Stimulate Interest And
Avoid Resistance” is now available on cd.
Learn:
Let's examine a few opening statements that are sure to create
resistance in the minds of prospects.
"Ms.
Prospect, I'm Bob Jones with Parts Supply. We sell replacement
parts for gromulmitzers, and I'd like to tell you what we can
do."
"We're
an environmental services consulting firm, and I'd like to introduce
you to our services." "We've
just introduced some new products and I'd like to tell you about
them."
Yawn. Almost
makes my being in Mexico sound interesting by comparison.
These trigger
the, "How do I get rid of this person?" - response.
What's wrong
with these?
Other than
they don't hint at any potential value for the listener, each
talks about the company's products and services, and what the
salesperson wants.
Big mistake.
People don't give a hoot about what you sell.
Talking
about products early in a call likely will gain you an early
exit. Keep these rules of selling, and human behavior in mind.
-Most people
are more interested in themselves than any other person or thing.
(Other than perhaps, close family members.)
-People
don't care about a product or service itself. But they do get
downright emotional about the result of owning or using a product
or service, if it affects them, what they want, or what they
want to avoid.
Examples
Read through the following examples submitted by Breck Johnson
with International Automated.
"This
is Breck Johnson with International Automated. We specialize
in helping business owners/managers control and simplify their
accounting for fuel and other vehicle expenses..."
"We
help save drivers' time, especially when they purchase gas,
diesel, or other related items for their vehicles..."
"We
help business managers lower their gas and diesel expense by
providing an opportunity to shop for the best local pricing
instead of being tied to one specific store or franchise."
Based on
these openings, can you determine what product or service Breck
is calling about?
If you guessed
a VISA card specifically designed for fleet vehicle operations,
congratulations. But you probably didn't, because these openings
don't mention the card, which likely would spur resistance.
For example,
"Mr.
Prospect, I'd like to tell you about a new VISA credit card
we've just introduced that..."
Breck's
targeted prospects, fleet owners and managers, are inundated
with sales offers for credit cards of all types. (Probably just
like you are at home. Think of how you react when you hear the
telemarketer drone on, ". . . and you've been pre-approved
for a Big Bank Titanium Gold Super credit card... ")
They don't
need another card. But, oh, did you say simplify my accounting
and lower my fuel costs? Tell me more.
Analyze
your own openings. Are you inciting resistance by talking product/service
instead of results? If so, brainstorm for the loss you help
people avoid, or what you help them gain.
Then work
those ideas into your opening, and move quickly to the questions.
The opening
statement is by far the most important part of your call. Blow
it here by creating resistance, and you have no chance of reaching
the other part of your call. One or two words can make a difference.
Purchase
Art Sobczak’s past teleseminar on cd “How
To Create Telephone Call Openings That Stimulate Interest And
Avoid Resistance” by visiting the following
link:
http://www.salestrainingcamp.com/products_main_cd_art_openings.htm
Copyright,
2003, Art Sobczak, Business By Phone Inc.
Subscribe
to Art’s TelE-Sales Hot Tips of the Week." To subscribe,
free, visit http://www.businessbyphone.com.
About
the author:
Art Sobczak, President of Business By Phone Inc., specializes
in one area only: working with business-to-business salespeople--both
inside and outside--designing and delivering content-rich programs
that participants begin showing results from the very next time
they get on the phone. Audiences love his “down-to-earth,”
entertaining style, and low-pressure, easy-to-use, customer
oriented ideas and techniques.
He works
with thousands of sales reps each year helping them get more
businesses by phone. Art provides real world, how-to ideas and
techniques that help salespeople use the phone more effectively
to prospect, sell, and service, without morale-killing “rejection.”
Using the
phone in sales is only difficult for people who use outdated,
salesy, manipulative tactics, or for those who aren’t
quite sure what to do, or aren’t confident in their abilities.
Art’s audiences always comment how he simplifies the telesales
process, making it easily adaptable for anyone with the right
attitude.
Contact
Information:
Art Sobczak
Business By Phone Inc.
13254 Stevens St.
Omaha, NE 68137
(402) 895-9399
© Copyright 2003 by SalesVault.com
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