Step Two – Getting In
When we try to shortcut the sales process, we make sales harder and stressful. Short cuts are long cuts and make many sales impossible. To bring in more and larger schedules, make sales happen faster and dissolve objections, follow the sales process. The first step is Getting Ready, creating a foundation. The second step is Getting In. If you can’t get in, you can’t sell anything.
Keep your first (phone or in person) call on purpose: to get an appointment. If you try to sell your product during this call, you jumped three steps. You are focused on yourself instead of them. They don’t care about you… until they see what you can do for them. Besides, until you know what their needs and challenges are, not what you think they are but what they told you they are, you cannot show them how you can help them meet their goals and overcome their challenges. Your purpose at this point is for them to agree to meet with you.
Your Introduction Eliminates or Creates Hurdles
“I’d like to speak with the person in charge of Advertising.” If your opening line sounds anything like this, you’re probably hearing responses like, “What are you selling?” “Send a media kit to me.” “I’m not interested.” “My budget is spent” and “How much is it?” within seconds. These responses at this stage are intended to send you packing.
Who is the focus of the opening question, “I’d like to speak with…” Of course, it’s you. Prospects don’t care about you at this point. So talking about your magazine is not productive. Instead your opening statement needs to focus on them, be interesting to them, and not be at all about you. How can you do that?
As a question or statement, offer a benefit. At this stage, you know little about your Prospect. Ask yourself, what would they most likely be interested in? Advertising buyers want to: increase sales, establish name recognition (if they’re new in business), reposition their business, and remain top of mind. Choose the benefit most likely to be of interest to them, and offer it to them as your opening statement. Something like, “I’m calling to see if we can help increase your sales like we’ve done for other companies like yours,” will create interest in furthering a conversation. This is the sole purpose of your opening statement. If they won’t talk to you, you’ve got no possibility to make a sale.
Get Past Gatekeepers, Voice and Email
“I’m calling to follow up on the proposal I sent you.” “Have you made a decision about advertising with us?” Does this sound like your message? If they would have made a decision, they would have called you. What can you say that will create willingness to speak with you? The key benefit you think they will be the most interested in based on your Pre-Call Planning in Step 1.
This is the opening for your voice and emails even though you said it to them already. They don’t remember. They don’t remember you no less what you’ve said to them. Your Prospect is important to you. You are not important to him at this point.
If you sound like everyone else, you will be treated like everyone else. Be different. Give them what they want!
Befriend gatekeepers. Call them by name. Ask them for “help”… it’s a magical word. Gatekeepers are frequently fantastic resources. Ask them lots of questions to be better prepared. Smile when you are on the phone. People like people who make them feel good. Speaking of which, make them feel good! And remember to thank them for their help. Talk down to gatekeepers and turn them into Bouncers.
If voice mail is not working, send a fax, letter or email. If email is not working, call or visit them. Send a funny note: “Big Foot has been sighted. Elvis has been seen. Why can’t I see you?” They’ll smile and maybe laugh. Make them feel good, and they’ll be willing to speak with you.
Get Permission to Meet On Your Terms
“Please schedule 45-60 minutes.” Are you asking for this amount of time for your first meeting, or are you taking whatever you get? Be confident to turn down an appointment if you will not have adequate time. Act like everyone else, and be treated like everyone else. Most people are not successful. Act credible. Tell them why the time is important to them. Then ask them to “Please write my name and number in your agenda in case you need to reschedule.” Let them know the appointment is important to keep. Before you hang up, reconfirm the date and time, and why you’ll be there (that’s the benefit statement you used initially).
Skip a good introduction, and you make Getting In difficult. Why would you want to do that? Spend time crafting a good introduction before you make your next call, and all your calls after that will be easier.
Next month, will discuss Step 3: It’s All About Them! This is the most critical and most often skipped or glossed over step in the sales process. It’s no wonder, we hear “I’m not interested” and “Your price is too high” when really prospects are just trying to get rid of us. This step builds trust quickly and separates you from your competitors. Don’t skip this critical step.
© Copyright Sales Powerhouse 2005
Jenaé Rubin is president of Sales Powerhouse, a sales and marketing consulting and training firm whose mission is to help you become #1 in your market. Jenaé is currently writing a book Stress-Free SellingTM, the 7 Steps to Successful Sales and may be reached at http://www.SalesPowerhouse.com or 954-476-0067.
