RELENTLESS RADIO

 

Author:	Sean Luce
Published:	June, 2000

 

You might want to do some walking too. For most of us, and especially new sales reps, phoning for appointments is like getting a root canal. You know you need to get drilled, but you're not looking forward to it. However, if you look at the phone as a step-by-step appointment getting system, then the phone can become one of your greatest marketing allies. Ensure your chance for success before the phone call: 1. Seed the prospect:  If you are targeting a jewelry store, send out two or three seeding articles 10 days in advance of picking up the phone to set up the appointment. They should be industry articles specific to the prospect's business, with none of your product information or one sheets attached. It should simply say, "I thought you might be interested in this article." When you do call to set up the appointment, the prospect will already have your name in front of them, and now you are positioned as a resource, not a spot peddler. The RAB is a great source for this information. 2. In-Store Survey:  How much pre-call planning do you do? It's time to start. How do you know you can help this business if you don't walk through the business before you call? Take a 10-15 minute stroll through the business before the phone call for the appointment. Notice the displays, the way the sales people interact with the customers, the merchandise, mark-downs, square footage usage, etc. If you feel you can actually HELP this business, then make the call for the appointment. Be sincere and tell them what you noticed and possibly some of the things you can help them with. What are they going to say? NO? Again, you'll be perceived as somebody who cares and went out of his or her way, which most sales reps in our business do not do. That attitude alone can get you in doors that otherwise might be shut off to you. 6 Step Appointment Getting Components: 1. Introduction:  Always ask for the prospect by their first name. The proper way is to say, "Good morning (Gatekeeper). This is Tom Hennessey calling for Craig Hahn. Is Craig in?"  2. Purpose in calling:  State your reason and use a benefit statement here. Name three things that you have done in the past 90 days for your clients. You can also use your years in marketing as a way to establish your own personal credibility. Now tell them why you want you want come by. Learn their business, share traffic generating ideas, etc. 3. Trigger the buying motive:  Ask one question that you know will have a positive response, i.e., "Is increased ("UP", car dealer terminology. You want to make sure you talk their language) traffic important to you? 4. Trial close:  "Great! I need 15 minutes Thursday at 10am or 2pm. Which time is better for you?" (Keep silent and wait for the answer.) 5. Contact concerns and objections:  No matter how prepared you are, you are still likely to encounter objections. Most of them come from four major areas: Money, Indecision, Weak Desire, and Time. Be prepared to handle them. 6. Confirm next step:  Establish the next appointment now that they have said "yes". Only use 10-20 or 40-50, not on the hour or half hour, this sticks out in the prospect's mind. Telephone do's and don'ts: 1. Never hang up first. 2. Never knock the competition, always complement them. 3. Come to the point and don't ramble. 4. Sit erect and visualize the prospect. 5. Always have a smile on your face. 6. Always send a thank you note to confirm the appointment. If you follow these tips, you will easily increase your closing ratio for getting appointments on the phone. Yes, it's easier to get turned down on the phone than in person, but there is not better way to save time, and after all, you are a professional!