The best way to get a new customer is to clearly identify who you want to do business with and then get in front of them. They can then see what you look like, possibly see what your product looks like and also examine any data or statistics you might have. It gives you the ideal opportunity to start building a positive working relationship with your potential customer.
Advertising, direct mail, web sites and telesales all have their place but nothing beats the face to face interview. The first challenge is, of course, getting to speak to your prospect and arrange a meeting.
When you phone your prospect's organisation it's highly possible you won't get through initially even if you have their direct number. There's always an assistant, a colleague or voice mail to deal with.
# 1 Deal with the other person
1. Always be pleasant and polite. Use the person's name as soon as you know it but not over familiar.
2. Use your prospects name and your name; say - "Will you please tell John Smith that Alan Fairweather is on the phone for him."
3. If you're asked what it's about, say - "It's about the contents of a letter Mr Smith has received. (More later) Will you tell him that Alan Fairweather is on the phone for him please!"
4. If you're told that your prospect is in a meeting, find out what time they'll be out of the meeting and ask if it that would be a good time to call.
5. Thank the person for their help and say - "I'll call back at 3.30 and look forward to speaking to John then. Thanks for your help Mary."
None of this is easy but persevere and don't be nuisance. Always be friendly, firm and courteous with Mary.
It sometimes helps to send a brief letter to your prospect explaining that you'll call to arrange a short meeting. (Don't use the word appointment). Briefly state your product or service benefit or even a couple of questions at the start of the letter.
But don't make it a sales letter and don't enclose literature. (Your prospect gets enough of the stuff).
# 2 Deal with voice mail:
1. Give your name, business name and phone number. Speak slow and clear, warm, friendly and businesslike.
2. Say what you do - "Were the people who minimise production time and cost on..... I'd appreciate the courtesy of a return call on ........"
3. You might want to make an appointment to call - "I appreciate you're very busy Mr Smith, however I have some interesting information for you. I'll call back at 3pm and would be pleased if you'd speak to me."
4. Follow up with a fax or email and make it human.
5. Leave your phone number again, slow and clear.
Again this is a challenge, however if you sound warm and friendly and that you could be worth talking to, then you'll get call backs. Always keep customer details handy because when prospects call back they say - "Hi Alan, its Fred I'm returning your call." If you made twenty calls that day you may not initially know who Fred is, so be prepared.
# 3 Sell the meeting
Once you speak to your prospect on the 'phone you need to do a good selling job to get the meeting. Most of the time they're going to say something like - "I'm not really interested, we already have a supplier, I'm a bit busy at present."
Always keep in mind that the majority of prospects are reasonable human beings and they have nothing against you personally. There's also a strong possibility that they'll welcome a visit from you if you sound warm, friendly and businesslike.
If you sound like you have some worthwhile information to impart and you don't sound pushy or manipulative then you're more likely to get that meeting.
Plan your call carefully and consider the following.
1. Greeting - Speak slowly and clearly using the prospects name, your name, and your business name
2. Courtesy - Ask if it's convenient to speak
3. Introduction - Say what you do and provide a benefit to the prospect
4. Close - Ask for a short meeting at mutually convenient time
5. Deal with resistance - Acknowledge what the prospect says, outweigh with a benefit and close again
6. Don't use the word "appointment"
7. Don't start selling your product/service on the 'phone only sell the meeting
8. Don't say you'll send literature, say you'll bring it with you
9. Don't be pushy, be persistent and pleasant
10. Have a fall-back position. If they won't see you this time then ask if it would be OK to 'phone at an agreed time in the future - and make sure you do so.
You won't win them all however if you sound professional and pleasant, potential customers are more likely to see you, so don't give up.
Alan Fairweather is the author of four ebooks in the "How to get More Sales" series. Lots of practical actions you can take to build your business and motivate your team - http://www.howtogetmoresales.com
If you want to maximize your sales performance, take a... Read More
Recently I stumbled across some notes that I had kept... Read More
I don't know about your business but in my experience... Read More
A recent study of 2,663 sales organizations by Think Training,... Read More
When your product is market ready and has a good... Read More
Exactly what is CRMThe idea itself is nothing new; its... Read More
Does the competition drive you crazy? Are they relentless about... Read More
In the 30-plus years I spent working in advertising and... Read More
These 4 marketing myths can cause you to lose sales... Read More
A Highly Conscious Approach To Business Management. For more on... Read More
Trust.One word.One very powerful word that can increase both first... Read More
I remember moving my family to Argentina as Vice President... Read More
Small to medium companies that want to increase sales or... Read More
What are you and your company's services and products worth... Read More
Selling. Cold calls, introductions, interviews, appointments, proposals, referrals, call cycles,... Read More
In part two we will discuss overcoming objections, which credit... Read More
This month I want to share a success from a... Read More
Sales managers frequently approach me for advice on how to... Read More
Last week I got a call from Jose, who was... Read More
There are four primary activities that successful salespeople engage in... Read More
Compounding the problem are two myths regarding measures of competency... Read More
I recently attended the monthly Italian language Meetup here in... Read More
One of the major issues that arises in managing a... Read More
Sales forecasting is the process of organizing and analysing information... Read More
Corporate videos are an important sales tool that can often... Read More
Business executives and sales managers frequently bemoan "80/20" performance on... Read More
So everyone thought you were crazy when you announced 6... Read More
If your letter writing and phone calls have all failed... Read More
I just finished a phone call with a potential client... Read More
I was in the depths of a major depression. As... Read More
How you prioritize your sales territory management activities depends upon... Read More
That we live in a time of relentless and pervasive... Read More
Twiddling your thumbs and waiting for some business to come... Read More
Help your organization grow by assessing the right indicators in... Read More
Be clear about where you are now. Audit your strengths... Read More
If you have a small business and you are looking... Read More
I don't know about your business but in my experience... Read More
I just got off the phone with Susan. She is... Read More
If your letter writing and phone calls have all failed... Read More
A number of sales "Gurus" have promoted the theory that... Read More
So everyone thought you were crazy when you announced 6... Read More
Seminars and events have always been implemented as a holistic... Read More
Coaching is about finding out the cause of poor performance... Read More
YIPPEE! Kendra won, or should I say, "She was hired,"... Read More
This month I want to share a success from a... Read More
Sales forecasting is the process of organizing and analysing information... Read More
According to former Harvard Business School professor David Maister, typical... Read More
Money is the only thing that motivates a salesperson, right?... Read More
Few businesses keep tabs on competitors, yet such knowledge can... Read More
You've heard this before: There were four people named Everybody,... Read More
Imagine you run a pizza parlour. You have all these... Read More
To put it mildly most companies sales forecasting just isn't... Read More
Sex, Drugs & Rock-n-RollHere's the Scenario...You're at a trade show.... Read More
The old adage in selling has always been, "Find out... Read More
Remember in the last message we talked about your directional... Read More
As a previous owner of a Franchise I know the... Read More
Your sales are down and leads are rare. The phone's... Read More
Maximizing account penetration is one of the most critical functions... Read More
The Federal Trade Commission has rule that are supposedly in... Read More
"(Howard) Hughes never learned how to convert his knowledge to... Read More
How you prioritize your sales territory management activities depends upon... Read More
Question: What do the following have in common?- I spend... Read More
Design and Implementation of a new Sales & Marketing campaign... Read More
It's a fact - the online world dies down in... Read More
Are you dog tired because of the way you manage... Read More
In part two we will discuss overcoming objections, which credit... Read More
Sales Management |