Using the telephone to convert prospects into clients
| Category: Telesales | Date: 2003-10-23 |
When I ask gurus how they get new business, the universal reply is: word of mouth from satisfied clients. Its not too hard to get the job when the prospect calls you. But what do you do when the grapevine dries up, and word of mouth isnt enough? Thats when its time to pick up the phone and drum up some new business. Unfortunately, the thought of calling someone cold and trying to get an appointment -- let alone a job -- fills many of us with dread. These misgivings are often self-fulfilling: The call, even if its based on a referral, doesnt always get returned, leading the discouraged guru to just give up.
Sound familiar? It doesnt have to be that way. It takes more than a silver tongue to convert a cold call into a qualified prospect whos eager to learn how you can help them succeed. It takes some specific strategies and an understanding of what its like to be the person on the other end of the line. But with a little practice, anyone can pull it off.
What You Need to Know
Before you pick up the phone, you should have a clear idea of what youre going to say. You also need to put on your listening ears. Your mission is to get the prospect talking, draw her out, and find out about her problems. This will get your foot in the door far more effectively than a canned sales pitch.
How Can You Help?
Before you make a call, think in specific, concrete terms about what you have to offer. Too many gurus say something like, "I do process improvement for all kinds of companies. Do you need any help with that?" Thats way too general. Youll get a much better response with a more focused statement along the lines of: "I can improve the cycle time in high-tech manufacturing environments by a minimum of 20 percent. Is that what youre looking for?"
Dont Kiss Frogs
If you tell people exactly what solutions you provide, inappropriate clients will disqualify themselves -- a win-win situation for everyone. Doing a song and dance for someone who cant use your services is a waste of time for both of you, so adopt the attitude that you work with only a few select clients. The faster you filter out inappropriate prospects, the more time you can spend on the qualified ones.
Dont Talk -- Listen
Plan to spend the majority of the call listening. Talking too much -- the so-called Salespersons Disease -- works against you, especially when youre selling professional services. Its much more natural -- and far less stressful -- to listen your way into an appointment or sale. You need to find out what the prospects problem is, and how motivated he is to use your services. You can only learn this by listening -- and knowing the right questions to ask. As you listen, think of open-ended follow-up questions that will get the prospective client to open up and tell you about his situation. If you come across as a trusted advisor who listens instead of jumping in with a silver bullet, prospects are much more likely to set up an appointment.
Get Them to Court You
When youre making cold calls, dont rush to set up an appointment. The classic, "I have some ideas that will save you time and money that Id like to talk to you about. Are you free Thursday afternoon?" doesnt work anymore. (Perhaps it never did!) Instead, you need to develop enough rapport and credibility during the call to get prospects to ask you what they should do next. Nobody likes pushy salespeople, so dont act like one. Youre the expert, remember?
What You Need to Do
Lets assume youre calling a prospect based on what Ill call a warm lead, where you have a name and some information about the company and its problem. Youre calling based on a referral from a mutual acquaintance, but the prospect is not expecting your call. This is the middle ground of sales calls -- harder than if a motivated prospect calls you for advice, but easier than if you call someone completely cold. You need to make contact, develop rapport, establish your credibility, and build momentum -- all in only a few seconds. Heres how.
Get to the Point
A prospective clients first impulse is to get rid of you as quickly as possible, so they can get back to their work. Get to the point quickly and give them a reason to continue the conversation. The first words out of your mouth should position your business and mention the person who referred you. Consider the following dialogue between Evangeline, a guru, and Jonah, her prospective client:
"Hello Jonah, this is Evangeline Longfellow. Barbara Hanna suggested I give you a call. She told me that youre the project manger for the Greased Lightning Modem project. I have a track record of improving cycle time in high-tech manufacturing environments by at least 20 percent. Barbara suggested I learn a bit more about your project. Is this a good time to talk?"
Notice that Evangeline, our intrepid guru, has not yet tried to sell anything. She did not ask a general sales question such as "Do you need any process improvement services?" -- which would likely turn Jonah off. Instead, shes established a connection by mentioning Hanna, explained her relevance to Jonahs business, and opened the possibility of learning more about the situation. Her positioning statement is specific enough that if Jonah has absolutely no interest in improving his projects cycle time, he can let her know right off the bat.
Dont Sell Yet
Youve established a connection and positioned yourself -- now its time to start a dialogue. At this point, the prospective client will either tell you hes not interested or that he wants to know more. If he asks for more information, dont give him a sales pitch. Instead, briefly say more about what you do to add credibility to your positioning statement, then create an opening for the prospect to keep talking.
Back to our little scenario. How does Jonah respond to Evangelines opening gambit? If what shes said connects, hell probably ask a question. Sure enough, he says: "Well, the project is coming along OK -- um, what is it that you do again, Evangeline?" This gives Evangeline another chance to position herself.
She takes him up on it: "Ive worked with Acme Widget and Consolidated Import-Export to improve cycle time by at least 20 percent in high-tech projects that sound similar to yours. I dont know if thats a concern for you. You may be 100 percent on time and on budget. But Barbara thought it might be useful if we talked. I understand you discussed some of the challenges of the project with her, but she didnt tell me a lot."
Evangelines still using a soft-sell approach, but shes developed her positioning by mentioning a couple of past clients. Its still too soon for her to push a solution; instead, shes gently probing to see if Jonah wants to discuss the project. Notice that shes given him a chance to opt out if hes not interested.
Its Yours to Lose Now
At this point the prospect will either tell you that he has no need for your services, or hell start sharing some of his concerns. If youve come across as smart and sympathetic, chances are good that youll scoop up some more information. At this point, the job is yours to lose. Youve got the prospect hooked. But its still not time to reel him in. First you want to make sure hes really chewing on the bait.
Lets see how Evangeline handles this. Jonah responds by telling her a bit more about whats going on: "Well, yes, when I was talking to Barbara last week, I told her that things were going pretty well, but that it looked like we probably wont meet our deadline. Its kind of frustrating because everyone is very dedicated and the communication is great. Im not sure if weve set unrealistic goals, or if something else is off."
When a prospective client shares something like this, youre halfway home. Youve got a motivated prospect with a problem. But this is still not the time for Evangeline to turn on the hard sell. She still needs to learn more -- to further build her credibility and to see if she can really help or not.
Get Permission to Sink the Hook
At this point, ask the prospect for permission to ask some more questions. That way you are talking to them at their invitation, not pushing your services on them. Remember that your goal is to get them to ask you for an appointment. This is the time to ask specific questions that demonstrate your expertise and get their buy-in.
Heres what Evangeline does: "Jonah, what youre saying sounds familiar. The problem might be unrealistic goals, but theres a good chance its something else. Do you mind if I ask you a few questions?"
Shes taking up Jonahs time at his invitation, reversing their roles so that shes the expert and hes the supplicant. If she had asked generic questions and then pushed for an appointment, shed probably get the brush-off. Instead, she asks Jonah some diagnostic, technical questions.
These questions show Jonah that Evangeline knows her stuff, and they increase the likelihood that he will want to know more about her services. In the process, she works in a few anecdotes about clients with similar issues: "The work youve done to improve communication is great. I saw a similar thing at CompuPlanet, where the engineers wouldnt talk to marketing. Its amazing what can happen when people just start talking to each other, isnt it?"
Now Close -- Gently!
OK. Youve laid the groundwork. Youve learned a lot about the prospects problem in the fifteen minutes or so that youve been on the phone -- enough so that you can convincingly explain why you are the right person to make the problem go away. And youve built enough rapport so that suggesting an appointment is the logical next step, instead of an unwanted intrusion. Chances are, you might not even have to ask. Lets see how Evangeline eases into the close:
"Jonah, it sounds like you may have some major glitches in your reporting system. Ive seen this before. In a project I was involved with at Mega Mart, for instance, this kind of thing kept pushing the schedule back. It wasnt obvious at first, but once we made the necessary changes, people started making their deadlines. Of course I cant be 100 percent sure this will work for you -- Id have to talk to some of your people first and learn a bit more."
Evangeline has identified the potential problem and given Jonah examples of similar cases that shes solved. Then she set up an opening for an appointment by saying she needs to know more. Notice that she hasnt spent one second directly pitching her services.
Clinch the Deal
Your prospect is solidly hooked. At this point hes either going to suggest making an appointment or, if hes more cautious, he might ask more about how you work. Nows the time, finally, to tell him. As always, be sure to end with a question that keeps him on the hook -- for example, ask about other team members or try to learn more about the project timeframe.
Jonahs not ready to schedule an appointment quite yet. Instead he says: "It sounds like you might be able to help, Evangeline. How do you usually work?" He is asking Evangeline to ask for the appointment, which means she still has a bit more to do:
"What I usually do next is set up a time to meet with you to talk further. It would be best to meet with the other key players on the project as well. Who are they?"
Evangelines made a smart move here: She wants to know who else is involved in making the decision to hire her. The only thing she needs to do now is set up a date and a time for the meeting.
Never Beg for Business
Using this approach, youll never again have to feel like youre begging for business over the phone, even if you initiated the call. Because prospects will see you as a knowledgeable listener instead of a salesperson, theyll be more likely to give you the information you need to help them. Youll also shorten the selling cycle because youll be meeting with pre-qualified, motivated prospects who are already prepared to work with you. Youll start to feel more like the guru you really are -- an expert who accepts only the clients you can help.
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
Sound familiar? It doesnt have to be that way. It takes more than a silver tongue to convert a cold call into a qualified prospect whos eager to learn how you can help them succeed. It takes some specific strategies and an understanding of what its like to be the person on the other end of the line. But with a little practice, anyone can pull it off.
What You Need to Know
Before you pick up the phone, you should have a clear idea of what youre going to say. You also need to put on your listening ears. Your mission is to get the prospect talking, draw her out, and find out about her problems. This will get your foot in the door far more effectively than a canned sales pitch.
How Can You Help?
Before you make a call, think in specific, concrete terms about what you have to offer. Too many gurus say something like, "I do process improvement for all kinds of companies. Do you need any help with that?" Thats way too general. Youll get a much better response with a more focused statement along the lines of: "I can improve the cycle time in high-tech manufacturing environments by a minimum of 20 percent. Is that what youre looking for?"
Dont Kiss Frogs
If you tell people exactly what solutions you provide, inappropriate clients will disqualify themselves -- a win-win situation for everyone. Doing a song and dance for someone who cant use your services is a waste of time for both of you, so adopt the attitude that you work with only a few select clients. The faster you filter out inappropriate prospects, the more time you can spend on the qualified ones.
Dont Talk -- Listen
Plan to spend the majority of the call listening. Talking too much -- the so-called Salespersons Disease -- works against you, especially when youre selling professional services. Its much more natural -- and far less stressful -- to listen your way into an appointment or sale. You need to find out what the prospects problem is, and how motivated he is to use your services. You can only learn this by listening -- and knowing the right questions to ask. As you listen, think of open-ended follow-up questions that will get the prospective client to open up and tell you about his situation. If you come across as a trusted advisor who listens instead of jumping in with a silver bullet, prospects are much more likely to set up an appointment.
Get Them to Court You
When youre making cold calls, dont rush to set up an appointment. The classic, "I have some ideas that will save you time and money that Id like to talk to you about. Are you free Thursday afternoon?" doesnt work anymore. (Perhaps it never did!) Instead, you need to develop enough rapport and credibility during the call to get prospects to ask you what they should do next. Nobody likes pushy salespeople, so dont act like one. Youre the expert, remember?
What You Need to Do
Lets assume youre calling a prospect based on what Ill call a warm lead, where you have a name and some information about the company and its problem. Youre calling based on a referral from a mutual acquaintance, but the prospect is not expecting your call. This is the middle ground of sales calls -- harder than if a motivated prospect calls you for advice, but easier than if you call someone completely cold. You need to make contact, develop rapport, establish your credibility, and build momentum -- all in only a few seconds. Heres how.
Get to the Point
A prospective clients first impulse is to get rid of you as quickly as possible, so they can get back to their work. Get to the point quickly and give them a reason to continue the conversation. The first words out of your mouth should position your business and mention the person who referred you. Consider the following dialogue between Evangeline, a guru, and Jonah, her prospective client:
"Hello Jonah, this is Evangeline Longfellow. Barbara Hanna suggested I give you a call. She told me that youre the project manger for the Greased Lightning Modem project. I have a track record of improving cycle time in high-tech manufacturing environments by at least 20 percent. Barbara suggested I learn a bit more about your project. Is this a good time to talk?"
Notice that Evangeline, our intrepid guru, has not yet tried to sell anything. She did not ask a general sales question such as "Do you need any process improvement services?" -- which would likely turn Jonah off. Instead, shes established a connection by mentioning Hanna, explained her relevance to Jonahs business, and opened the possibility of learning more about the situation. Her positioning statement is specific enough that if Jonah has absolutely no interest in improving his projects cycle time, he can let her know right off the bat.
Dont Sell Yet
Youve established a connection and positioned yourself -- now its time to start a dialogue. At this point, the prospective client will either tell you hes not interested or that he wants to know more. If he asks for more information, dont give him a sales pitch. Instead, briefly say more about what you do to add credibility to your positioning statement, then create an opening for the prospect to keep talking.
Back to our little scenario. How does Jonah respond to Evangelines opening gambit? If what shes said connects, hell probably ask a question. Sure enough, he says: "Well, the project is coming along OK -- um, what is it that you do again, Evangeline?" This gives Evangeline another chance to position herself.
She takes him up on it: "Ive worked with Acme Widget and Consolidated Import-Export to improve cycle time by at least 20 percent in high-tech projects that sound similar to yours. I dont know if thats a concern for you. You may be 100 percent on time and on budget. But Barbara thought it might be useful if we talked. I understand you discussed some of the challenges of the project with her, but she didnt tell me a lot."
Evangelines still using a soft-sell approach, but shes developed her positioning by mentioning a couple of past clients. Its still too soon for her to push a solution; instead, shes gently probing to see if Jonah wants to discuss the project. Notice that shes given him a chance to opt out if hes not interested.
Its Yours to Lose Now
At this point the prospect will either tell you that he has no need for your services, or hell start sharing some of his concerns. If youve come across as smart and sympathetic, chances are good that youll scoop up some more information. At this point, the job is yours to lose. Youve got the prospect hooked. But its still not time to reel him in. First you want to make sure hes really chewing on the bait.
Lets see how Evangeline handles this. Jonah responds by telling her a bit more about whats going on: "Well, yes, when I was talking to Barbara last week, I told her that things were going pretty well, but that it looked like we probably wont meet our deadline. Its kind of frustrating because everyone is very dedicated and the communication is great. Im not sure if weve set unrealistic goals, or if something else is off."
When a prospective client shares something like this, youre halfway home. Youve got a motivated prospect with a problem. But this is still not the time for Evangeline to turn on the hard sell. She still needs to learn more -- to further build her credibility and to see if she can really help or not.
Get Permission to Sink the Hook
At this point, ask the prospect for permission to ask some more questions. That way you are talking to them at their invitation, not pushing your services on them. Remember that your goal is to get them to ask you for an appointment. This is the time to ask specific questions that demonstrate your expertise and get their buy-in.
Heres what Evangeline does: "Jonah, what youre saying sounds familiar. The problem might be unrealistic goals, but theres a good chance its something else. Do you mind if I ask you a few questions?"
Shes taking up Jonahs time at his invitation, reversing their roles so that shes the expert and hes the supplicant. If she had asked generic questions and then pushed for an appointment, shed probably get the brush-off. Instead, she asks Jonah some diagnostic, technical questions.
These questions show Jonah that Evangeline knows her stuff, and they increase the likelihood that he will want to know more about her services. In the process, she works in a few anecdotes about clients with similar issues: "The work youve done to improve communication is great. I saw a similar thing at CompuPlanet, where the engineers wouldnt talk to marketing. Its amazing what can happen when people just start talking to each other, isnt it?"
Now Close -- Gently!
OK. Youve laid the groundwork. Youve learned a lot about the prospects problem in the fifteen minutes or so that youve been on the phone -- enough so that you can convincingly explain why you are the right person to make the problem go away. And youve built enough rapport so that suggesting an appointment is the logical next step, instead of an unwanted intrusion. Chances are, you might not even have to ask. Lets see how Evangeline eases into the close:
"Jonah, it sounds like you may have some major glitches in your reporting system. Ive seen this before. In a project I was involved with at Mega Mart, for instance, this kind of thing kept pushing the schedule back. It wasnt obvious at first, but once we made the necessary changes, people started making their deadlines. Of course I cant be 100 percent sure this will work for you -- Id have to talk to some of your people first and learn a bit more."
Evangeline has identified the potential problem and given Jonah examples of similar cases that shes solved. Then she set up an opening for an appointment by saying she needs to know more. Notice that she hasnt spent one second directly pitching her services.
Clinch the Deal
Your prospect is solidly hooked. At this point hes either going to suggest making an appointment or, if hes more cautious, he might ask more about how you work. Nows the time, finally, to tell him. As always, be sure to end with a question that keeps him on the hook -- for example, ask about other team members or try to learn more about the project timeframe.
Jonahs not ready to schedule an appointment quite yet. Instead he says: "It sounds like you might be able to help, Evangeline. How do you usually work?" He is asking Evangeline to ask for the appointment, which means she still has a bit more to do:
"What I usually do next is set up a time to meet with you to talk further. It would be best to meet with the other key players on the project as well. Who are they?"
Evangelines made a smart move here: She wants to know who else is involved in making the decision to hire her. The only thing she needs to do now is set up a date and a time for the meeting.
Never Beg for Business
Using this approach, youll never again have to feel like youre begging for business over the phone, even if you initiated the call. Because prospects will see you as a knowledgeable listener instead of a salesperson, theyll be more likely to give you the information you need to help them. Youll also shorten the selling cycle because youll be meeting with pre-qualified, motivated prospects who are already prepared to work with you. Youll start to feel more like the guru you really are -- an expert who accepts only the clients you can help.
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
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