Effective Use of the Telephone – Part 2 I

In a previous Post I described the process which most effectively deals with how to handle the Secretary or others who most likely answer your first call to speak with or locate the decision maker.

In Part 2 I will give you some guidelines which have proven highly successful when you are connected to the decision maker.

First let me mention some important rules which are essential to observe to avoid failure:

1; When your call is answered Do Not say how are you; If the person is having a bad day, has a minor illness or is swamped and they respond by telling you that, you and they will not be enthusiastic about speaking to each other so do not raise that possibility.

2. Be certain to listen to the news in the morning and do not call into areas where the weather is bad. You will most likely not be able to speak to the decision maker.

While the following process is specifically designed for a call to someone you do not know, many of the questions that I suggest apply as well to someone you do know or even already are doing business with on some level. What I am suggesting is that the more you know about any client or prospect, the more revenue that can be generated.

Here is how you want to start the conversation. No matter how the decision makers respond to your opening few words, do not pause, deviate or get caught in answering their questions. A good rule of thumb is to remind yourself of the 70/30 Rule: Most successful revenue generators understand that if they speak 30% of the time and let the person they are communicating with speak 70% of the time in response to their questions, the success of the call will be greatly enhanced.

Again, your opening introductory remarks should be brief and to the point. Tell your decision maker who you are, what you do and who in their industry is benefiting from your product.

Note that this same process should be followed not only in first-time outside Revenue Generating calls, but also personal meetings and at conferences.

Tell, Don’t Sell; Ask and Learn; Respond with Knowledge.

Or

As a close friend and successful Revenue Generating friend of mine

puts it—introduce yourself, give the reason for your call,

ask a question, and then “Shut Up.”

A SAMPLE INTRODUCTION TO YOUR DECISION MAKER

“Good Morning Mr./Ms._____. My name is Bernie Otis, and I am with

Kumquat Distributing Company. We are very well-known for providing quality Kumquats to organizations like yours, including ABC Food Catering, Delicious Food Markets and KB Gift Basket. Mr./Ms._____ would you be kind enough to tell me...” Be sure to mention high profile Clients of yours.

 Tips Based On Successful Experience

If responding to an inquiry, change the opening. After stating your name and organization, add “You recently made an inquiry (identify the source) regarding our quality Kumquats (and continue your introduction)...”

(If, as you begin, and they ask, “How are you?” respond with, “Fine, thank you,” and keep on going with your introduction.)

The words you use should be comfortable to you. Just be certain to follow the process described. And remember, since you do not know what is going on in the office when you call, keep to business. Do not let the prospect steer you away from your purpose.

If the person says, “I am not interested,” Do Not pause, but rather keep on going with your introduction. (In almost all cases, by the time you finish, they will be engaged with you. Rarely will they end the conversation.)

For example, sometimes a person in California will call someone in New York during a cold spell on the East Coast. The person they are speaking with may cut into the conversation by telling how bad the weather was coming into work that day.

A good response is, “I am so sorry you had to go through that. Tell me, Mr./Ms. what are some of the ways in which you use Kumquats?”

  Now, move on to Step 3: Qualifying.

Step 3: Qualifying

It is important to understand that the purpose of this procedure is to engage the decision makers in a conversation and at the same time obtain the information you need in order to determine what their needs are and

What opportunities exist for your products and your services.

By asking questions and making it necessary for them to respond while you carefully listen to hear and document their responses, you will be able to identify many Revenue Generating situations.

Understand that unless your customers perceive the value of purchasing your product/service, they will not do so. This perceived value is com-monly referred to as the benefit, the perception of which plays a key role during the qualifying process.

Benefits are those things that:

1.        Make it easier, or possible, for your prospect to perform a speci-fic task.

2.        Provide economic savings in job performance.

3.        Enhance the value of their product/service.

4.        The decision maker finds exciting and interesting.

Unless you can quickly accomplish one of these objectives, you will find yourself in a discussion about price. If the ask about the price simply say " once I determine which of our products/services can best benefit your firm I will discuss our price with you, but be assured that based upon all of the services we provide you will find us to be very competitive " and ask another question.

Keep in mind that perceived value will not always be the same for each person. A low priced printer with limited capacity will not be of benefit to a firm that requires high speed, multiple functions and high volume production.

On the other hand, a new style telephone that cradles comfortably into the ear and comes in many decorator colors may offer features that are of interest to your customers. Be careful not to confuse these two issues.

For these reasons, it is very important that you:

1.    Carefully qualify the needs and concerns of the person with whom you are speaking.

2.    Have a good knowledge of all of the benefits that can be obtained by doing business with you.

3. Do not give a laundry list of benefits, but emphasize those that specifically address your prospect’s needs and concerns.

If you do not identify the need, your efforts will not be successful

Your ability to ask the right questions and listen carefully to the answers will enable you to identify other benefits that you may need to speak about.

While there is much information you will want to obtain, which question you start with is not as important as the fact that by quickly asking a question, as indicated above, you get the decision maker involved.

Here are some types of questions you might want to consider. Again, do not ask questions that will get a yes or no answer—if you do then the person you are speaking with will take over the conversation.

1.        How do you currently use Kumquats in your operation?

2.        Who is your current supplier? (Always follow up with a favorable statement about their supplier.)

3.        Is there a special relationship with your current supplier and your firm? (Maybe it’s the owner’s brother, for example.)

4.        What do you like most about what your current supplier provides? Then ask, “What would you like to receive from your current supplier that you are not getting?” (This question very often opens a door big enough to drive a truck through.)

5.     Including yourself, who is involved in your firm’s supplier selection decision-making process? Never assume that the people you are speaking to are the decision makers. And never embar-rass them by putting them in a position of having to tell you that they are not.

6.     Would you describe your decision-making process?

7. What I refer to as the home run next question works great after you have been told that the customer does not use a lot of Kumquats, and usually only buy them at the grocery store as needed: “What changes are you planning in your menu that would dictate that you purchase larger quantities?” You would be surprised at the Revenue Generating opportunities that come from this inquiry.

 The information you have just read is all there is to making a successful Revenue Generating call and establishing a relationship. Once you are meeting, or peaking, to a decision maker all that is left is to ask questions, respond to those questions with pertinent information and set the stage for a close.

Something to keep in mind is that the harder you try to close, the less likely it will be for you to do so. Never come across as desperate, or angry. In the event you have determined that there is no possibility of closing a sale, politely or otherwise, you can still maintain your goodwill. In that case, end your call in the following manner:

“Mr./Ms. _____ it appears that at this time we do not have a viable opportunity to work together. Thank you so much for the warm reception my call received, as well as for the information you shared about your organization. By the way, Mr./Ms. _____, who among your friends and/ or business associates do you think are likely to have a need for our products/services?”

I would be happy to share additional information if you contact me personally

 Bernie Otis is a well known Writer, Author, Speaker, as well as a highly respected Food, Beverage and Laundry Consultant, Marketing/Sales Consultant. During his lifetime he has been involved in the Design and supplying of All major Hotels in Las Vegas, Disneyland and major hotels, hospitals and universities nationally and restaurants (he has been involved in the Design of almost all restaurants in Southern California.

Bernie’s 2 Books; “How to Prepare for Old Age---Without Taking the Fun out of Life” and “Revenue Generation Through the Sale of Kumquats------And Other Things” are Best Sellers on Amazon and Barnes & Noble. His weekly blogs can be read at https://seniormomentswithbernardotis.com/

Bernie also is an advisor to families needing information on Senior Living Facilities and other issues related to Aging

Bernie can be reached at [email protected]