The testimonial opener

The most important part of any sales call is the first 15 to 30 seconds. In this short time we have to say something that will engage the customer and make them want to hear more of what we have to say. One of my favorite ways to do this is to use a third party testimonial story. "Mr/Ms Customer, I have have worked with a number of other (Plumbers, Pizza Shops or whatever their business happens to be) and I'd like to show you what they are doing to attract new customers." In just a few seconds this accomplishes several things. This opener tells them that other businesses like theirs has seen value in you product and it makes them curious about what you have to show them. The y may think "I'm not going to buy anything but it doesn't hurt to take a look." Once you have their attention you can proceed to uncover needs and prove value. Never under estimate the power of curiosity. I've have never met a business owner who didn't show interest in what similar businesses are doing.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Puhing their buttons

Some years ago, John T. Malloy (Author of the classic Dress for Success) conducted a research project with a group of purchasing agents. He gave them two buttons, one labeled positive, the other negative. The agents were instructed to press the appropriate button when they had formed an opinion of the salespeople who were calling on them. In 94% of the cases when they pressed the "negative" button, they did so before the rep had chance to say a single word. This study points out the importance of appearances. It is important to dress professionally, use good posture, to pay attenion to body language and most of all smile. If you approach a customer timidly, this may perceived like you're trying to hide something. Remember prospects and customers are always "judging your book by its cover."

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Call opening tactic

Usually I recommend making your point in the clearest, simplest way, but not today. When cold calling we encounter many receptionists whose mission in life it to block sales people's access to their boss. When you walk in and ask to talk to the person "who handles your advertising or marketing" you set off their "Intruder Alert--Intruder Alert" alarm. I prefer to ask something like "Can you tell me who is responsible for telling your company story to the public." or "I need to take to the person who manages your branding strategy." Answering these questions requires more thought. Frequently the receptionist will pass you off to someone higher up. Some times they will ask for clarification. This strategy at least gives you the opportunity to engage the receptionist in conversation about your paper. By engaging the screener you greatly increase your chance to get an appointment with the owner or manager. By stepping out of the box during the call opening you get a shot at getting into see Mr./Ms. Big.

Keep Smiling, Keep Selling!

Thanks

Jim Busch

Avoid the "A" word

At the beginning of a call I avoid using the "A" word--Advertising! Many business owners consider advertising to be an expense and many people pitch some very bad products as "advertising" Rather than ask for the person who is "handles your advertising," I prefer to ask for the person who "is responsible for getting the word out about your company" or "for telling your story to the public." These phrases have a better connotation and are customer focused.

Keep Smiling, Keep Selling!

Thanks Jim Busch

Start with a story

One of the best ways to break the ice and start a call is to use a testimonial story. This allows you to start with a benefit supported by a success story. I often start a call by saying "We work with a number of businesses just like yours and they've been getting great results. Can I ask you a few questions to see if we might be able to do the same for you." You can also use something like "I'd like to show you some examples of what's been working for them." Using a third party story at the beginning of a call is a great way to engage the customer in conversation.

Keep Smiling, Keep Selling!

Thanks Jim Busch