joel d. schaffer, mas soundline llc1 hone your prospecting skills to increase your success rate to...

Joel D. Schaffer, MAS Soundline LLC 1

•Hone Your Prospecting Skills •To Increase Your Success Rate

•To Increase Your Sales

Presented by:Joel D. Schaffer, MAS

CEO, Soundline


•Maintain Periodic Contact

•Closing Sales

•Taking Orders

•Providing Information

•Troubleshooting

•Getting Referrals

•Saying “Thank You”

The Telephone Is The Lifeblood Of Sales primary uses:

Prospect And Make Appointments


For four consecutive weeks I deliver a “good morning breakfast” in attractive gift bag with sales literature and a note on corporate stationary.

Week 1: Bagels and a note that says “Please enjoy your breakfast with my compliments while you read my most current literature”.

Week 2: Croissants and a small jar of jam plus a note. “Please enjoy your breakfast and when you’re in a jam…call us.”

Week 3: Rolls and a note “We (company name) will keep your sales rolling in”.

Week 4: Small loaf of bread “ We’ll rise to any occasion.”

Distribution by mail, in person, etc. The last week should be delivered by hand.

Jennifer Jankovski, Account Executive ( Selling Power Magazine)

PRECONDITIONING HELPS GET A CALL BACK


• Ask questions?• Record responses ?• Did you listen ?• Did you show interest and concern for the prospect’s needs?• Did you treat the buyer as an important individual?• Was it brief ?• Did you get a meeting ?• How many calls did you make

Last CallLast Call

On your last call prospecting did you…


1. The average prospect is more inclined to say NO, than yes when you cold call ?

2. On average it takes more than one call to get through to a prospect ?

3. There is generally a “gatekeeper” who has the job of fending off your call from the boss ?

4. You are likely to face rejection again ?

•Don’t internalize…it isn’t you !

•It’s only a phone. Hang up

•They all look the same in their underwear

True or False55


Let’s Tap A Telephone

Be PreparedCliff Note Yourself

1- Arthur

2- Sandy

3-Kathy

4- Doug

5- David

6 -Wayne


Test Your Skills

Ring Ring

Hello, this is Bob Jones

____________________________________________________________________________________________________________________________________________________________


A short, concise introductory phrase (overture).•Who you & your company are

Value Statement – what’s in it for me ?•Increase sales, reduce turn-over, add profits

Ask questions directed at getting YES answers•Am I right in assuming you would like to increase sales ?•I’m sure you would agree your time is very valuable

Get Facts – test the prospects sincerity in seeing you•What would you look at first for promotion ?

Get agreement On next step – offer options seek a YES•Fax, e-mail, visit

2 Minutes

Constructing A Prospecting Call

The Two Minute Drill


“If a prospect does not call me back after several telephone messages I use humor to get through by saying, ‘Joe, you’re not ignoring me are you ? You know you can run but you can’t hide”. Or, I’m afraid I’m going to have to sing my next message into the phone unless I hear back from you and, believe me, it’s not pretty“’.

My funny messages almost always get a response. If they don’t, I make good on my threats.Lisa Schraeder, Business Development Manager (Sales Power Magazine)

Voice Mail Messages


•Your voice mail may be a buyer’s first impression of you •State your name and number first and last•Leave it at the beginning and end of your calls•Speak only as fast as you can write the information down yourself•Be brief•Smile. To project warmth over the phone, smile while you speak•Limit alternatives - Limit information•Add a sense of urgency•Add a sense of mystery - Be vague yet specific

The Fundamentals Of Leaving

A Voice Mail MessageBE PREPARED


VOCABULARY SPEAKS A LOT ABOUT YOU

BUZZ WORDS

•Help •Save •Increase/Decrease •Win•Free•Discount•Build•Partner•Make•Security•Beat•Achieve•Goals

•Insure your success•Expert creative staff•Vast experience in your product group•Within 5 minutes•Special value•Solve problems•Exclusive program development•Promotional think tank•Open new markets•Build employee tenure•Lower workers compensation rates•Insure using your co-op dollars•Move ahead of the competition


•I sell, I carry, I’ve got•We’re in the ad specialty business•We do giveaways•Imprinted items•Lines•__________•__________•__________•__________

Your Vocabulary Says A Lot About You !WORDS YOU MAY WANT TO AVOID


1) Respect the speaker. You are more likely to listen to someone you hold in high regard.

2) Listen for unspoken messages the speaker may not want to openly share.

3) Observe the 80/20 rule. Nerves or eagerness may tempt you to talk too much.

4) Be aware of any tendency to let your mind wander. Stay focused and pay attention. If you are scripted you

Won’t need to think of the next question. 5Ws

Be An Effective Listener


1. Choose & use three sources of quality leads. Your leads may

come from people (current customers, prospects, service organizations, etc.) or data (advertising responses, trade directories or the Net).

2. Research first. Before you call prospects, study up on their industry, company financial situation, market conditions, problems, etc.

3. Know titles of top contacts. Know who has influence and who makes the buying decisions. Show the prospect your working knowledge

4. Perfect your contact methods. Third-party introductions are ideal ways to meet new prospects, but if you make your message memorable and unique, a phone call, email message or fax may be equally effective.

5. Develop skills to get past gatekeepers. Treat gatekeepers with respect and courtesy, and don’t be shy about politely asking questions to help you learn more about your buyer.

6. Pick your three best benefit statements. To create interest, use benefit statements with the words increase, improve, gain, grow, maximize, enhance, or manage. Practice your overture

7. Use an effective follow-up system. Schedule follow-up visits and phone calls and have objectives for each follow-up contact.

Seven-point prospecting plan.

SET REALISTIC PERSONAL CONTACT OBJECTIVES


1) Schedule and plan.Know in advance when to make calls and what you will say.

2) Keep calls short.Show respect for your buyer’s time and your own.

3) Make appointments.Instead of dropping in for face-to-face follow-up calls, call ahead.

4) Call with a purpose.Have a good reason for calling and share it up front.

Effective Follow-Up Calls


1. Practice what you preach. Lumpy mail gets attention & gets through

2. Build a cost effective campaign. It’s all about ROI3. Express understanding of the reader’s busy schedule.4. Ask a strategic question to get the reader’s attention, 5. State goals.6. Promise ideas and solutions.7. Provide a response vehicle, but don’t expect much without a call8. Make a special offer, then ask for action.

PROSPECTING Warm Up For The Call

Use Letters & Campaigns

Use snail mail and e-mail to precondition your target


e-mail messages should hasten the sales process not hinder it!

Stick to the point.Reading and responding to e-mail is time consuming.Don’t waste your own or your buyer’s time with longwinded

messages.Save something for the sales call.

e-mail As A Prospecting Device

What’s in it for your buyer?Use e-mail to answer prospects’ questions, send quotes or proposals Suggest action steps. Leave out information on your history or competitive positioning.

Present a next step.Getting to the next step in the sales process is your primary goal. Through your e-mails, take the initiative and set the stage for reaching that step.


1) Since selling is a numbers game, ask for referrals every day.

2) Start early in the day, early in your relationship3) In asking for referrals. Try to exceed your personal goals.

4) Appeal to buyers’ desire to feel needed by asking for help, or advice.

5) Send a “token” of appreciation. Practice what you preach.

Getting Referrals


1. Prospect every day, even when you’re busy with other immediate sales opportunities.2. Send a well thought-out mailing to your prospect/suspect list in advance and avoid the dreaded

brush off. “Send me some literature”.3. Qualify your initial prospect list yourself. Eliminate the obvious. Don’t spend time on wasted calls.4. Organize your prospect list by geography, estimated business potential and other priority

considerations.5. Get referrals and suggestions from your customers, clients or networking sources. 6. Rehearse what you’re going to say when you speak with the prospect7. Call when you might catch your prospects alone.8. Be persistent. Leave a brief voice mail. If not overdone, several messages can establish your name

and your message in the prospect’s mind.9. Make lots of contacts. “The number game” isn’t always the answer, but if, over time, you make a

large number of calls, you will succeed.10. Listen… most important of all. The best salespeople listen and use information they gather to help

meet their customers’ needs and close business.11. Repeat success. Nothing breeds success more than prior success. If you sell one hospital…call

another.

A Daily PrescriptionFor Success


Rules For Closing On The Phone

1. Know Your Buyer Well – Knowing your buyer helps you select your closing method.

2. Close Incrementally – Get the buyer to make small decisions on color, shipping dates, artwork. Then, ask your closing question.

3. Have An Arsenal Of Closing Techniques – Write and record your top three telephone closing techniques.

4. Do Not Over Tel-sell – There comes a time to shut up. Let some dead air happen after you pop the closing question.

5. Be Creative – Differentiate yourself from competitors and e-commerce. Display a flash of creativity. Save a brilliant stroke for the end. “Oh…I have a good idea”.”.


Practice Session

Buyer: Mr.or Ms. Jones

Job: Human Resource Director

Secretary: Wanda Wickedski

Company: Acme Explosives

Location: 10 minutes from your office

Research: 150 employees,

Mark Stevens, President,

New contract with the government. Always advertising for employees.

Annual sales 150 million.


Don't use a "benefit list" to present from. Instead, use it to createquestions to determine if those "benefits" truly are of value to yourprospects and customers. Some "benefits" could actually be liabilities.

Avoid asking go-nowhere questions like, "Is everything going OK?" "What are your needs?" "Are you having any problems now Get them emotionally involved in seeing and feeling the

pain or problem that can be solved with your product/service-especiallyproblems you know they're likely experiencing. For example, "What do you do in situations when you need parts shipped overnight, but are unable to get them?"

Ask one question at a time..After asking, be quiet. Resist the urge to jump in if they don't answerimmediately. Don't be intimidated by silence. They're likely thinking about what they're going to say.

After they've finished, count to two (silently, of course). This ensures they're done, plus they might continue with even better information.

Be confident in your questioning. One reason reps ramble with questions is that they're not prepared or confident. Prepare your questions. Role play them-with yourself if necessary.

Always know where you'll go with answers. Regardless of the answer.

Follow up their answers with related questions. Too often reps work from a rigid list of questions, losing the opportunity to pick up on prospect statements which are just the tip of the iceberg of their real feelings. For example, if a prospect said, "I believe the main reason production isn't higher is a lack of motivation. The best move is to follow up with, "I see. What specific signs of poor motivation have you noticed?", or, simply, "Tellme more." (For lots of other ideas on questioning, and all parts of thecall, get How to Sell More, In Less Time, With No Rejection, Using Common

Resist the tendency to present. Some reps get so excited when they hear the slightest hint of an opportunity, that they turn on the spigot of benefits. Hold off, ask a few more questions, get better information, and you're able to craft an even harder-hitting description of benefits, tailored preciselyto what they're interested in.

joel d. schaffer, mas soundline llc1 hone your prospecting skills to increase your success rate to...

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