The quickest way to lose a potential opportunity
You have a list of new prospects you are about to make contact with for the very first time. You will be ringing them with the hope to spark their interest to gain an appointment and sell your product and services. You realize it's a numbers game but you really dislike having to make the calls and you can do without all the rejection that goes with it.
Instead of focusing on 'how to handle rejection' lets look at the traps sales people fall into that creates the rejection.
Here are some of the things you can do to lose your new prospect's attention in just a matter of seconds into the conversation:
- Start a telephone conversation with, "Hi, how are you?"
- Open your conversation by introducing yourself, your company and what you do.
- Make small talk about "stuff" you know about their industry.
- Give them an overview of your products and services.
- Explain how your product or service will benefit them.
- Tell them what other companies you have worked with and why they should be listening to you.
Unfortunately, most sales people fail to effectively open the sales conversation with a new prospect. Most of the sales calls and meetings I have been subjected to over the years have started with one or more of the above. Its an old way of selling and is best left at the back of the bookshelf in today's world. The problem you have now is the moment your prospect senses that you are trying to sell them something that they don't need or want they will tune you out and look for a way to disengage or disconnect from the call. They don't care about you. They don't want to know about your company. They don't want to listen to you talk about your products or service. They want a solution to a problem. They want to know how you can help them improve their business.
Here is how you do that........
Focus your attention on the prospect!
It may sound simple but most sales people don't get it. They still believe that selling means talking at great length about their company, their product or their service. However, truly effective salesmanship is all about asking the prospect the right questions and demonstrating that you can help them solve a particular problem or issue. That means you need to direct ALL of your attention on their situation and resist the opportunity to talk about your company or your offering.
If you are making cold calls you can accomplish this by modifying your opening statement or voice mail message.
State a specific problem they are likely facing (based on your experience or research). For example, "Mr Prospect, if you're like other companies in ABC industry, I suspect that you (fill in the blank with the problem). If this is the case, call me at 800 123 1234 and I might be able to suggest a solution. By the way, it's Peter is calling and my number is 800 123 1234."
Over the last twenty years I have learned that most people will tell you anything you want to know providing you give them a reason to do so. Launching into a product demo does not achieve this but showing interest in their business does. The key is to develop and ask high-quality questions.
When training sales people, they often discuss 'surely it cannot be that simple - just ask questions'. To which I reply 'quality targeted questions'. The set out to the field somewhat skeptical, but on their return are amazed 'it is that simple'. The right questions, the right structure and yes you get really well qualified appointments and the prospects are well qualified. The face to face meeting starts on a whole other level to what we are used to.
The lesson - You only have few moments to connect with a prospect so keep it brief. Keep it focused. Keep it about them.