• Chapter 8
    The Preapproach &
    Telephone Techniques

    The Importance Of Preapproach Planning
    The path to success
    • See enough people
    • See the right people
    • See them at the right time
    		 Successful 377 Alumnae with a Neat Desk
    The four phases of the sales process that turns a lead into a qualified prospect
    sales_cycle.gif (135165 bytes)
    Preapproach
    The planning and preparation done prior to the actual contact with the prospect
    • Allows you to be less mechanical and more thoughtful
    • Allows you to anticipate problems and plan ways to handle them
    STEPS IN
    THE PREAPPROACH     		377 Alumnus Checking Clipboard
    • Analyze prospecting information.
    • Plan specifically for each sales call.
    • Go over your presentation.
    • Study product and sales literature.
    EXTENT OF
    THE PREAPPROACH
    • There is some overlap between prospecting, preapproach and approach
    • The amount of preapproach will vary with
      • industry
      • client
      • number of accounts
      • familiarity
      • etc.
  • Preparation & Preapproach
    Develop
    a checklist of
    sales essentials
    (exhibit 8.1)    		 377 Alumnus With A Checklist of Sales Essentials
    Questions about the
    prospect's company
    • What business is the prospect's company in?
    • What are its products and markets?
    • Who are its primary customers?
    • How big is this prospect's company?
    • Where does it rank in its industry?
    Questions about the
    prospect's company's
    buying center
    • Who is the actual decision maker?
    • Who handles the purchase process?
    • Who else influences the purchase process?
    • What are the backgrounds and personal interests of each person in the buying process
    • Is the company's staff well informed?
    • Can we help this company's staff develop more expertise?
    • Does any in my company know anyone in this company?
    Other
    Questions
    • How often does this company buy my type of product or service?
    • Who is this company's competitor?
    • Does my company do business with that competitor?
    • What plans does the company have that could affect future need for my product?
    • How well is this company satisfied with its present supplier?
    • Does this company's potential volume of business suggest a personal call, a telephone call or a letter?
    • Do we (or can we) use their product or service?
    If I don't
    make the sale
    • Can I get a referral to another department?
    • Can I get a second appointment?
    • Will they seriously evaluate my proposal?
    Gain a Personalized Sales Interview
    with the information gathered above.
    Predict Likely
    Objections
    • Your past experience
    • Your company's training
    • The preapproach information gathered
    Prepare for the Presentation
    • Set sales call objectives
    • Rehearse
    • Practice demonstrations
    Visualize
    Successful
    Selling
    • Mental toughening - visualize the meeting over and over with a successful outcome.
    • Practice out loud. Role play.
    Learn How to Best Approach the Prospect
    • Style analysis
  • Sources of Preapproach Information
    Six
    Proven
    Sources
    1. Direct questions: prospect
    2. Other company salespeople
    3. Current customers
    4. Local newspaper
    5. Personal visit / cold call
    Some things
    to look for
    • Mergers
    • Personnel changes
    • Changing product lines
    • Advertising plans
    • TV and magazine ads
    • Sales training
    Be ready to
    answer

     

    		 Ten Buyer Questions
    • What are you selling?
    • Why do I need it?
    • Who is your company?
    • How much will it cost?
    • Who else I using it and are they satisfied?
    • What kind of person are you?
    • Is your price truly competitive?
    • How does your solution compare to other alternatives?
    • Why do I need it now?
    • What is your record for support and service?
    FURTHER
    QUALIFYING
    THE
    PROSPECT
    • Ask more questions during the approach
    • Most prospects answer freely
  • Building Your Personal Self-Confidence
    Having a plan and knowing the customer bolsters your self confidenceblue ribbon
    Enhance your perceived value
    • Dress appropriately
    • Be polite
    • Don't knock the competition
    • Be prompt
    • Keep promises
    • Plan ahead don't leave anything to chance
    • Write a note of thanks
    • Look for ways to do extra things
  • Setting Up the Sales Interview
    Timing
    • Will the prospect be too busy?
    • What is the "best" time to see the prospect?
    Gaining Entry
    Making the
    First appointment
    • Letter - the weakest
    • Cold call - good but time consuming
    • Telephone - high rejection rate
    • Telephone - mail - follow up call
    Get the Prospect's Name Some Techniques
    • Ask former or retired employees to give you names and the lay of the land
    • Ask the building administrator for names.
    • Ask for a sales rep in the prospect's company then
      • Solicit the salesperson's help to get to the right person.
      • "I'm sorry, I got the wrong extension. I was trying to reach the person who's in charge of.."
    Gatekeepers
    • Show them sincere respect.
    • Friendly not fake.
    • Be honest about your intentions
    • Get personal information about the gatekeeper
    • Sell to the gatekeeper
    • Question gatekeepers.
    • They often know what the company needs
    • Be thoughtful - small gifts and cards can go a long way
    • Keep your sense of humor
    • Be patient and persistent
    gatekeeper
    Voicemail
    • Press "0" on your phone. Usually gets a person
    • Leave a message: "I will be in your neighborhood at 11 a.m. on Wednesday, April 10, and would like to meet with you for 10 minutes to explain XYZ and how it can help you. Please let me know if this is inconvenient, otherwise I'll look forward to seeing you this Wednesday."
  • Telephone Techniques
    Telemarketing
    • Use of sophisticated telecommunications and information systems
    • Combined with personal selling and servicing skills
    • Helps companies keep in close contact with present and potential customers
      • Increases sales
      • Enhances business productivity
    • Do mental exercises in advance of a telephone approach
    • Use "powers of visualization."

    On the phone
    • Relax and close your eyes.
    • See yourself and the prospect.
    • Think about what you will say and anticipate the prospect's responses.
    • Create a mental hologram and live it over and over in your mind.
    • Practice out loud -  your mind believes the sound of your own voice.
    • If you do not like the result, redesign the scenario and play it over again until it is comfortable and produces the desired outcome.
    • Your mind cannot separate a real experience from an imaged one.
    • You gain the same benefit from this type of practice as from an actual sales interview.
    Good techniques
    • Qualify prospects
    • Budgets your time
    • Enhances your image
    • Preconditions prospect for the call
    		 377 Alumnus Teleprospecting
    First Impressions
    • Eliminate verbal pauses
    • Scripts can be helpful
    • Voice tones
    		 377 alumnus on the phone
    Annoying Voice Characteristics
    Whining and complaining 44.0%
    High pitch or loud tone 28.0%
    Mumbling 11.1%
    Too fast or too weak 8.5%
    Monotone 3.5%
    Strong Accent 2.4%
    The Appointment is a Mini Sale
    Sell the appointment not the product
    Ask
    Yourself
    • Why am I calling?
    • What is my proposal?
    • What would make this person want to grant my request?
    • What is the best action plan that I can offer?
    Key Strategy points to consider
    • Schedule a specific time for calls
    • Always follow up a successful call with another call
    • Arrange to avoid interruptions
    • Develop a written script
    • Verify that you have actually contacted the prospect
    • Just tell as much as needed to get an appointment
    • Keep control but don't be pushy
    • Excitement and enthusiasm
    • Don't argue!
    • Use the fatal alternative
    • Sell your name. Ask the prospect to write it down.
    • Be courteous. - Please & Thank You
    • Watch language and speech patterns
    377 alumnus contemplating
    Plugging Contact Management into the Telephone.
    • Full Information - review notes and history instantly
    • Auto Dialing - Fast and Accurate
    • Caller ID - Go right to the contact's record
    • Road Warrior Sidekick - your virtual assistant
  • The Six-Step Telephone Track 377 alumnae on the phone
    Step I Introduce Yourself
    and Your Company
    • A judgement will be made within 15 words
    • Keep it warm and friendly
    Step II Take the Curse
    Off the Call
    • A call is an interruption
    • Get permission to continue
    • Soften the impact with "just a minute," etc.
    Step III State the Purpose
    of the Call
    • A brief hard hitting lead in
    • Mention referrals if you have them
    Step IV An
    Interest-Capturing Statement
    • Usually a customer benefit
    • You can also use a provocative question
    Step V Request an Appointment
    • Don't give too much information over the phone
    • Give a choice of times (fatal alternative)
    Step VI Overcome
    Resistance
    • Agree with the objection
    • Switch back to your idea of reason for the appointment
    • Ask for the appointment again