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How to Ensure I Won’t Buy What You’re Selling

06 Dec 2012 | Posted Under Sales

This CBS News article is totally accurate it is scary. I would like to really comment on two points here especially as they relate to the Telephone!

1. Being misleading about the genesis of the contact: “Someone mentioned your name to me” — really, who? “I believe you expressed some interest in our product a while back” — no, I didn’t. “I studied your website and noticed you’re not being found in web search results” — if you actually studied our site you’d notice otherwise. And my favorite, “I’m not calling to sell anything” — um, yes, you definitely are.

I get calls like this all the time. I usually let the salesperson go on and on and embarrass themselves because I simply do not answer them when they try to make that connection. They are at a loss what to say next. This is a great big LIE!!!!

That first 20 seconds for you have got to make that link and connection with the contact is so crucial and if you are not generating an authentic, trustworthy message you deserve the “dial tone” ….. Be honest with them.
I am working with The Central Pinellas Chamber NEW membership Director we are contacting members who have not renewed. We are simply stating: We have not met! That takes the mystery out of the phone call…. But we quickly introduce ourselves and make the connection.

2. Being presumptuous with follow-up expectations: This seems to be an increasingly popular tactic — sending an email or leaving a phone message with a specific appointment time: “Please confirm that you’re available for a brief introductory call on Wednesday at 3:00 p.m.” You don’t know me, we’ve yet to even speak, I haven’t expressed interest in what you’re selling, and you’re penciling something in my calendar?

I get e-mails like this all the time… Someone went to a training class and was told to try this technique! Someone do not know what they were talking about gave them this technique! In all seriousness, I do tell my clients that they should ensure that they provide a call to action at the end of the communication whether it be e-mail or a phone message. However, if it is a cold communication-then this will not work. You are wasting someone’s time.

If you can give them a valid reason for answering you, if there is a valid reason for pointing a time frame around that offer or suggestion, and if that will work for the person receiving the message-then use it. That is a phony deadline for a price increase, etc. then don’t.

Let me tell you a true story, while I was living in England I had planned to visit New Zealand -when you go for a month not a week! I was going in January (their summer) and decided in November and December to reach out to my prospects. I did this as I encourage everyone to do-thanked them for their interest during the year, wished them good things for the upcoming year and hoped that our relationship would be fruitful together! I used a “PS” …. Good old direct marketing term …. And told them that I would be leaving the country for month and if they want to meet before January we should do so!

Well, I’ve never had such a busy November and December and been so booked up into the next quarter of the New Year in my life!

In this case, time was a factor-but it was relevant and the call to action was not unreasonable. Sure, it was not a cold contact-but the lesson is to use time so it works for you and not against you.

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