Evan Polin, a member of The Training Resource Group (TRG) and one of our networking partners we have been fortunate to meet through our membership with Business Clubs America, has some valuable advice on understanding how not to lose business. Please see below! TRG is holding seminars at American Executive Centers on networking on January 11, January 25, February 1, and February 8. E-mail helene@trainingresourcegroup.com for more information and to register!
When your home phone rings at dinnertime, do you automatically assume it is a telemarketer? I do. After all, those salespeople know that the best time to call is when most people are likely to be home and not at work, school, or entertainment events in the evenings.
It is important to understand the dread that most people feel when they hear the phone ring while they are trying to have meals with their families. People hate cold calls from people who are selling something - and the same is true in the business world. While calling potential prospects and sales leads is a necessary part of the small-businesses life, it is difficult to do correctly. Here are some basic "dos" and "don'ts" to get you started.
- Don't start the call with gratuitous or insincere questions or remarks (like, "It's a pleasure to speak with you!"). Do start the call in a way that the prospect does not expect (like, "I bet I caught you at a bad time!").
- Don't monopolize the conversation and try to cram fifteen minutes of information into a two-minute conversation.
- Don't attempt to make a direct sale; very few people will purchase something after a short phone call. Do set an appointment to meet quickly into the conversation; people are more likely to buy after meeting you in person during a second, face-to-face meeting.
- Don't try to coax an uninterested, unqualified prospect into continuing (like, "Some of my best customers weren't interested at first, but..."). Do abort the call if there is no fit or if the prospect is unwilling to engage in conversation. Say things like, "It sounds like it might not make sense for us to continue this conversation." Sales is a numbers game - do not waste your valuable time on a person who is 99% unlikely to buy.
- Do ask questions and welcome the prospect's questions and comments (like, "Is that a challenge your company faces?" or "Is that something you would like to know more about?").
- Do measure the prospect's interest and needs (like, "Would it make sense for us to find out if there is a fit?").
- Do use first names, and don't forget to relax!
Thanks Evan. And don't forget to e-mail helene@trainingresourcegroup.com for more information and to register for Evan's networking seminar!