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It doesn't matter that I may have paraphrased the title of this paper from one of the more famous entrepreneurs of the current generation. It only matters that I'm able to offer you some good and practical advice on methods and means to make a connection THE FIRST TIME YOU MEET OR GREET A NEW CLIENT.
When making the first call, it matters not whether by phone or in person, the methods are the same. When making the first call, it matters not whether you're selling a widget, a mortgage, or the service of flying the prospect to Mars on a broom; the rules of engagement are the same. If you think about the differences you will find only similarities. If you study the methods of calling a client on the phone, OUT OF THE BLUE, they are the same as personally appearing before someone with whom you want to do business. You will be struck hard by the similarities of the processes.
A good cold call is a work of art, the PIETA, a Michelangelo sculpture of infinite loveliness. The world, both near and far will be awestruck by its beauty. Before you pick up the phone, and before you get out of the car to knock on that door, if you follow a few basic rules, your effectiveness will be exponentially dramatized. - BE PREPARED - make a plan.
Research the client list before you decide whom it is that you will speak with. If it's a phone list, be sure you are not calling Navy Vets when it is Army Vets that you want to contact. If it is an in-person call, be sure you know the specific person you want to see. Don't waste anyone's time. We live in the instant gratification age, which requires us to get to the point sooner than later. By having a script, knowing the possible objections prior to being asked, you will be in a position of strength. Don't waste the customer's time with pleasantries unless they lead you there. If they give you clues about schmoozing, take them, but realize that people today are always in a big hurry. This makes it all the more important to have a script of a conversation memorized. It gives you power by controlling the conversation. Research tells us that you have 20 seconds to make a connection with your prospect. If you haven't captured their interest by then, you've lost your best opportunity.
- DRESS WELL, even when you are on the phone.
No I don't mean you have to wear a suit and tie if you're calling someone, but a smile in your face and voice comes through and that is the first thing that people see. When meeting someone face on, a pressed shirt and suit, shined shoes, clean breath, all properly worn and appropriately buttoned are all important to your effectiveness. Remember, dressing well is done by electronics also. Be sure your email signature is clean and consistent. If you have a website; be sure it exudes the impression of a reputable business. Decide what impression you want to make on your visitors, as your web site is the virtual face of your business.
- IF ASKED - GIVE WHAT THEY WANT
Don't be elusive! It is an exhibition of underhandedness, and TRUST is what your prospects want most. Some people really want to see things in print and not just because you say so. Don't assume you are being brushed off. But when you do send something, set the tone for the follow up call.
- TELL THE COST
By doing so, you are confronting the objection which gives you the advantage of being in control of the conversation. Monthly payments are often the best way to let a potential client how much they are saving.
- CLOSE
Ask for the order if you are face to face, and ask for the application when on the phone. Show that you mean business. Then follow up by making a promise to call back, either by phone or in person. Then you must do it. Statistics show that 44% of all salespeople quit after the 1st call, 22% after the 2nd, 14% after the 3rd, 12% after the 4th and only 8% persist to the 5th call back. And further statistics show that 60% of all buyers say no 5 times before they buy. So it is imperative that you become part of the 8% that persevere. Most salespeople fail because they give up too soon.
Try this plan for a profitable future.
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