Understanding who is the most important person you speak to on the telephone...
In sales, we are all making a variety of calls to new and existing clients in the hope of generating some new business from existing clients or building some important bridges to gaining elusive new clients. Telephone Sales is 80% persistence and 20% talent not the other way round. Relying on luck and the "numbers game" is a quick route to being very poor in sales. Preparation mentally and physically before you pick up the phone is essential.
Our job satisfaction and income really comes from getting our personality package across in such a way that we draw new business clients towards us. The techniques employed are always as old as the hills. There is nothing new, but it's how we employ those techniques and how we drive ourselves forward each day that makes us reach the winners enclosure. Success is pretty much in your head and your hands. Going through the boring motions each day is where you each need to give yourself an electric shock if you are simply doing this.
There is nothing new in the art of persuasion though many will tell you something different in order to get you as their customer for a sales seminar! I can guarantee you that there are no new telephone sales techniques that I know of in the past 30 years. How you use the existing techniques and really make progress can be taught and this is what I do. The techniques are all out there. What is new is technology not the methods of persuasion. You will not find books on persuasion telling you that it's a new science. Persuasion and salesmanship are as old as time itself, nothing new here folks. So you have to focus on the "How" of delivery of these techniques.
So, back to my question, who really is the most important person you speak to each week? That is the Magic question. Is it a managing director of a large company, the purchasing officer of a group of companies, sales directors, marketing directors, sales managers, specifies or secretaries to any of the above or any number of new job titles that have been created over the recent years and beyond? Who really is the most important person you speak to?
The answer should surprise you as it's none of the above. The most important person you speak to every day, and every week is not necessarily the one with the big job title. At the end of each day we are all just people and go home to our lives. We cease to be important people outside our own sphere of influence. So again, who is the most important person we speak to every day and every week?
It was not a trick question. The most important person you will ever speak to when trying to make your sales call is the person you are currently speaking to. Makes such simple sense once you grasp the concept, doesn't it?
If you make that person feel they are the most important person you are speaking to this week they become empowered and in turn will generally and statistically help you. No need for 'getting past the gatekeeper' techniques and no need for lies, obfuscation, fakery of your importance or the importance of the call. You simply make people feel that they are very important and valuable to you. You respect them, you are courteous to them, you do not dismiss what they say, you listen closely and quietly to what they say and you do not try to walk all over them. Each time you speak to them you follow the same pattern of courtesy. You will be in a tiny minority of people selling that will be doing this. The results will astound you.
The pressure and Hubble-bubble of an office and a sales team will often make us rush our calls with impatience and that is a major roadblock to avoid. Most salespeople on the phone are simply their own worst enemy. It's not the clients, it's not the gatekeeper, it's not the leads and it's not your boss. It's you buddy just like it’s me and always was. We are often the biggest hindrance to our own successful outcomes. So wise up is my advice. You need to shift your behaviour on the phone towards being the nice guy and not the steamroller, not the faker, and not the person nobody wants to engage with.
You won't win them all, by any means, but you will hit your percentage of successful calls that means you hit your target on getting through to Mr or Ms Big and if you follow the same behaviour with them....be courteous and make him or her feel important without you yourself becoming creepy and obsequious.
Look that word up if you don't know it! Obsequious describes the worst sort of salesperson. There are several varieties of the worst sort of salesperson, more on that another day, but this is one of them. Don't be that person.
Stick to the advice given above every day and you will surprise even yourself. There is a knack to this and you will have to work at it very hard to perfect it but all of us can do it. Make the person you are currently speaking to feel like they are the most important person you are speaking to this week.