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Of all the challenges we as sales people and
business owners face, getting that initial
face-to-face appointment is one of the most vexing.
We all know we have something valuable to share, if
we could just get in to meet with the person we’re
trying to reach. The fact is you’ll never get the
opportunity to work your magic as frequently as
you’d like unless you figure out a way to get more
first appointments. So what can we do to increase
the likelihood that we
will?
A decidedly unscientific study (my own calling
experience over the last 15 years) reveals the
following results of the typical initial approach call:
- Gatekeeper answers - 45%
- Straight to voice mail - 45%
- Your target answers - 10%
In past issues of The Sales Solution, we
discussed strategies and tactics for getting
through the gatekeeper, and for dealing
with voice mail. In this issue – and the
following two - we’re going to focus on that 10% of
cases where you actually do get your target
on the
phone, and how to convince him or her to agree to an
in-person meeting.
We can learn something about prospecting from
public speakers
Crafting and rehearsing a powerful and effective
introductory call script is a critical first step
towards
getting that appointment. To do so, emulate what
good speakers do in preparing and delivering their
speeches – structure it so that it has an
opening, a
body, and a
conclusion. A solid opening directly
announces who
you are and piques interest, but avoids making you
come across as a pitch man. The body consists of a
series of questions that both encourage your
prospect to talk, and qualify him for your
offerings. Lastly, your conclusion has you asking
for – closing on - what you called for in the
first place: an appointment.
In this first of three parts, we’re going to dissect
the first phase – the
opening – that critical component that earns you the
right to get to the next two phases. In the next
two issues, we’ll look at those second and third
phases – the questions that comprise the body of
your call, and the conclusion, where we'll cover how
to best close on the appointment.
After many years of playing with, tweaking, and
completely rewriting initial approaches, I’ve hit on
one that's been particularly effective:
"Good morning. This is MY NAME. I’m the TITLE for
COMPANY here in CITY. Our business is
(delivering ABC benefits to our customers). I’m
calling you, PROSPECT NAME, because your
company seems to fit the profile of those that
benefit from what we do (have three capabilities
available, in case they ask). That said, without
knowing more about your business than I was
able to glean from my research, I can’t know for
sure if what we do makes sense for
you. If I haven't caught you at a bad time, I'd
like to ask you (two or three) questions to
determine if it does. May I?"
This opening has been effective for me for three
reasons. It:
is direct, and to the point. No “how are
you?”, or other irrelevant comments. Get right down
to business. Truth is, at this point you really
don’t care how this stranger is, and he knows it.
So don’t pretend you are. Instead, be genuine. In
doing so you’ll earn his grudging respect.
Including you location is useful if you're located
in your territory, as it forges a subtle geographic
connection.
disarms – The default opinion of most
prospects towards a sales person is that he or she
is a self-interested telemarketer working his or her way
down a random list of names that you happened to be
on. No one on this planet wants to speak with – or
be spoken to by - such as person! Would you?
Coming across as if you are absolutely certain that
what you’re selling can help this person achieve his
objectives - without knowing a thing about what
those objectives are - reinforces his belief that
you’re just
another intrusive sales person looking to make a
buck at his expense. This elicits a reflexive,
defensive reaction. Conversely, saying that you
specifically called this person, and providing a
rationale for why, often results in a more
welcome,
accepting reception.
incorporates uncertainty. “I’m not sure if
what we
do is right for you.” Incorporating uncertainty
works for the same reason the disarming technique
does. Prospects are put off by the presumptiveness
most sales people convey on an initial call. By
suggesting there might not be a fit, you’re
effectively pre-empting the objection (whether
spoken or unspoken) that greets
most calls: “I’m not sure this is for me”.
Furthermore, by acknowledging that you share the
same doubt he’s feeling, you quickly create a bond,
as well as a degree of credibility, with your
prospect. Lastly, your prospect will pick up on
the subtle projection of confidence such a statement
conveys.
Action Item
If you’re not satisfied with the percentage of your
initial conversations that result in appointments,
try crafting an approach using the template
presented here. Just fill in the blanks with your
name, company, and the benefits your company
provides. Be sure to have in your back pocket the
answer to the questions, “So just what is it about
my company that leads you to believe I’d find what
you’re selling to be valuable.” Measure your
success rate by comparing it to that of previous
calling activity. Then,
before the next issue comes out, let me know how
it’s working out.
Good Selling!
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