QUOTE OF THE WEEK

"I can't imagine a person becoming a success who doesn't give this game of life everything he's got."

Walter Cronkite

Avoid Go-Nowhere Questions

A sales rep called my office and asked for the person who made the decisions regarding the purchases of computer equipment. The call was transferred to me. 

The rep introduced himself and his company, then asked, "Are you familiar with us?" 

I just vaguely remembered hearing the name before, and said, "No." 

He then launched into a lengthy, boring monologue about the company, how long they'd been in business, who they worked with and more. I told him I wasn't interested and the call ended. 

I've always suggested avoiding go-nowhere questions at the beginning of prospecting calls, especially, "Are you familiar with us?" As in, "Mr. Prospect, I'm Jan Mackay with Mackay Mortgage Reduction, are you familiar with us?" 

My reasoning is that if they aren't familiar with you, you'll have to explain your company anyway, so create the possibility you'll have to do it right after they've given you a negative answer? Plus, you haven't really given them a reason to answer your questions, or to care about your company. 

Or, take the other possibility. If they answer that, yes, they are familiar with you, but they're not a customer, it leads to the beginning of a potentially uncomfortable situation, almost putting the person on the defensive. 

You do, indeed, want to find out what they know about you – just do not make that the focus of your opening statement. 

After you've generated some interest and curiosity with a brilliant opener, you can say, "By the way, so I'm not being redundant with my questioning, does our company name sound familiar at all to you?" 

ON INCOMING CALLS ... 

Incoming calls are an entirely different matter. If they inquire to you for information, you should definitely find out--early--what they already know about you. This pinpoints where you need to start with them. For example, 

Prospect: (who called in to the sales rep) "Yes, I'd like to get some information on the Equity Acceleration Program you had advertised in the Journal." 

Sales Rep: "I'll be happy to help you with that (after getting name, company, etc.). So I can give you the best information for your application, let me ask a few questions. First of all, how familiar are you with our company, and the Equity Acceleration Program?" 

Listen carefully and take notes, as this simple open-ended question could provide you with the basis for some great information. It's quite likely they'll mention some positives which you naturally can build upon, and if they by chance bring up any negative perceptions, you can question further and hopefully dispel them.

Go and have your best week ever! 

Art Sobczak 

President, Business By Phone Inc.
Editor and Publisher, TELEPHONE SELLING REPORT newsletter

13254 Stevens St.
Omaha, NE 68137
(402)895-9399
Fax (402)896-3353
Email: arts@businessbyphone.com