Telephone Magic

After a very involved discussion with a client last week about turning telephone conversations into appointments, I remembered once again what an art this can be.

You know the scenario: You have a "live" prospective client on the line, but by the end of the call, for no discernable reason, you havent set up an appointment, let alone turned them into a client. They ask you to mail materials or say theyll look at your web site and get back to you. Not only do they not call back, they wont even return your calls!

Depression ensues and the nagging thought that a regular "9 to 5" wouldnt be such a bad idea right now.

I was trying to remember when this turned around for me. I cant recall if it was one big realization or simply a slow increase in my telephone skills over time. But some- thing definitely happened and now when I receive a call it turns into a client close to 100% of the time.

Many years ago, when I was a member of the San Francisco Chamber of Commerce, I had assembled a mailing list of several potential chamber members to see if they could use my services. I wrote a one-page letter and followed up by phone a few days later. I remember, even today, the queasy feeling in my stomach as I picked up the phone.

One of the first people I reached was a corporate psychologist. I had prepared my opening "pitch" and I fumbled through it....

"Hi, this is Robert Middleton of Action Plan Marketing. I sent you a letter last week about my services. I work with small professional businesses to help them improve their marketing. I really have no idea if you are currently looking for help in this area, but I wanted to follow-up and see if there might be a connection."

Well, perhaps I lucked out that day. I had caught this corporate psychologist at a good time and he started to talk. And talk. And talk. And I stated to ask him questions and really listen. I dont think I could have "sold" him anything if I had tried. I just clung on to the phone and listened as hard as I could.

At the end of half an hour or so he had pretty much told me the story of his business and his struggles with marketing. And then I said something that has served me well for many years: "It sounds as if I can help you. What I suggest is we set up a meeting and discuss exactly how in more detail." He was more than willing and, ultimately, I turned that meeting into a very good consulting project.

What I now do on the phone (although most people call me) is really pretty much the same and it works just as well.

I unfailingly do the following five things.

1. I ask a lot of questions and really listen--with no agenda
2. I dont pitch my services or try to convince them of anything. After all, I dont know if I can help them yet.
3. When they ask me a question, I answer briefly and then ask them another question until I really understand them.
4. I try to learn about their objectives, not just their current situation. I want to know if they have a vision that things can be different and that theyre open to getting assistance.
5. Only when Im certain I can help them and that they are open to that help, do I suggest we get together for an appointment.

I know this sounds too simple, but you cant argue with success! If turning phone calls into clients isnt working for you, I suggest you give these five steps a try as well.

About the Author

Robert Middleton of Action Plan Marketing works with professional service businesses to help them attract new clients. His web site is a valuable resource for anyone looking for effective marketing ideas.
mailto:

robmid@actionplan.com
http://www.actionplan.com