TelE-Sales Tips

This Week's Tip: Readers Respond To Botched Call

Greetings!

Again, huge thanks to everyone who responded to my
Tip from two weeks ago, "What Should This Caller Have
Done Instead?" Over 400 responses, and if you didn't
get a personal response, your email was read and I
appreciate your reply.

Today and Friday I'll share the suggestions sent in
from readers, and give my comments as well. What is
a bit scary is that there were a number of suggestions
sent in that actually were techniques that should
NOT be used. That's an email Tip for another day.

First, if you did not read the scenario, take a
peek at it first so all of this makes sense.
http://www.businessbyphone.com/TelE-Sales3-6-07.htm

On to the call.

Obviously this guy was smilin'n'dialin and probably
cranking out as many calls as he could. Also likely
wasn't trained by his company, as several of you pointed
out, so they are partially to blame as well. Bottom
line though, the responsibility is with the sales rep.

The first error was one of omission, before the call.
The evidence shows there was no planning, or research.
Congrats to the majority of responders who pointed this
out. Crickett Smith with West Corporation said,

"In my opinion the first mistake the caller made was
in not doing a little research on the type of business
he was calling before picking up the phone. It’s hard
to tell someone how you can help them if you don’t
even know what it is they do."

Peter Merkle with Global Heart Entertainment adds,
"He should have checked out your website. Googled your
name, Googled the company name, spoken to someone else
there. Maybe even peeked in at your office."

Here's a great quote regarding using the Internet for
call research:

"As a general rule, the more one DOES Yahoo, the less
likely they are to look like A yahoo," said Tom Kijewski,
with RMG Direct, Inc./Greene & Associates.

Additionally, before picking up the phone, there are
several other things we need to do. Molly Kreeger,
with Iverson Language Associates, Inc. said he should
have,

"...pre-qualified your company as being a fit based on
the information gathered, developed a strategy for
the call, thought about who he was calling, why he
was calling and what he wanted to get out of the call."
This includes setting objectives, and planning the opening
and questions.

The research also could and should have continued after
dialing the phone, but before getting to me. I don't have
my calls screened, but I do have them announced, which
means that the person answering our phone here could have
provided information, just as most anyone at any business.

Catalin Blaga, a reader in Romania said, "I speak with
the screener and give a short self-introduction, mentioning
some important companies I work with, admit lack of knowledge
and ask for help."

And as Mike Sachwald pointed out, this would have been a
great time to ask how to pronounce my name. I didn't mention
it in the previous article, but he did butcher it, as most
people do. (It's Sob'check)

So why do the research? Other than finding out what we do
here--certainly not a call center--he could have gotten
lots of information which would have helped him customize
the call, and avoid the mistakes.

Next huge error: he asked a question without giving me any
reason to answer. He had no value statement.

"My main focus in phone sales is value, value, value. There
are thousands of other companies that offer similar products
and services in my industry and what do I bring to the table
that makes my customers buy? Value.", said Jordan Bourque with
Data Partners, Inc.

Randi Gold said, "His beginning pitch reeked of lack of any
benefit or result for you, he offered you nothing. Just the
hard ass approach to sales. Nothing consultative, nothing
about you."

So true. And critical to anyone's success on the phone. He
had no value...no interest-creating opening. I did get a number
of suggestions for what he should have said in his opening.
We'll devote an entire issue to those on Friday.

Moving on, When I replied "Not really" in response to his
first question, Bryan Casassa with Ryan Collision Center
correctly said,

"Why didn't he probe to find out what you meant by that?
Bonus points to Eric Wanek with Datatrac for identifying that
as what I call a "Fuzzy Phrase" in my books and seminars.
He should have said, "When you say 'not really,' what do
you mean?"

Next, he made two mistakes in one paragraph:

"Well, we could save you money. When could I stop
by?"

First, he declared he could save me money. Maybe he could.
All that matters is that you don't know for sure until
you know for sure. And, more importantly, as the listener
I can justifiably say, "You don't know anything about me.
What gives you the right to say you can save me money?"
That's not the frame of mind you want them in.

Darrell Potie with New Horizons agrees: "I try not to
make any guarantees until I know what I’m dealing with.
I like to initially use words like might, maybe and
possibly, etc."

Regarding going for the appointment in the opening,
Jerry Shuck with Sprague Pest Solutions said "...the biggest
glowing flaw was asking for an appointment without having
ever engaged you for a compelling reason to see this person."

Agreed. Really now, why in the world would anyone want to
meet with someone they do not know unless they saw a very
compelling reason first? This caller did not even give a
good reason to stay on the phone!

Tip for anyone whose goal is an outside visit: NEVER mention
the words 'appointment,' 'meeting,' or 'get together," in
the opening. Those words create resistance.

His lack of research and preparation resulted in the next
mistake, saying he could save me money because they "...do it
all the time for businesses like yours." That caused me to
question him on what he knew, and of course he incorrectly
guessed. As Ryan Turner with Advocate Commercial Real Estate
Advisors said,

"He offended you with his assumption. A mentor of mine
has always told me that when you ASSUME (i.e., “you’re probably
a call center”) you only make an ASS out of U and ME. Once in
a blue moon it’s possible to assume correctly, but the key is
to KNOW who you’re calling."

Also, he was arguing here in response to my resistance. Again,
is that what you want on a call? When I doubted that he could
save me money, he at least should have asked why I felt that
way. The call was pretty much already down the tubes, but he
might have gotten me talking, which is what you DO want.

A number of readers suggested that he could be more confident.
"The 'uhs' and 'ums' aren't professional," said Vicky Helms-
Kostka" with Sir Speedy.

Some people found it hard to believe a person could make so
many mistakes in one call. Others didn't believe the call
was even real. Oh yeah it is. Sadly, it's not that uncommon.
Which can be dangerous for us, since one of these might have
just come in right before yours. Meaning you really need to
be sure you're brining your "A" game to set yourself apart
from people like this.

On Friday I'll share a number of examples of opening statements
that provide some possible value. Look for it!

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QUOTE OF THE WEEK

"Show me someone who has done something worthwhile,
and I'll show you someone who has overcome adversity."
Lou Holtz

Go and have your best week ever!

Art

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Contact Info
Art Sobczak
Business By Phone Inc.
13254 Stevens St.
Omaha, NE, 68137
402-895-9399
ArtS@BusinessByPhone.com