Make Your Telephone Calls Count

Have you taken the time to think about your telephone presentations lately? Many people tell me that possibly the hardest thing to do these days is reach the decision maker. But what happens when you do reach them? Have you created an opening that makes people want to listen to you and become active participants in the conversation?

All too often when I look at prepared scripts, I notice sentences that might look well in a direct mail piece but will either get you shot down quickly or simply won’t engage your prospective customer.

For example, openings that tout money savings or a saving of time and effort. It may very well be the case, but everyone says their product either 1) saves you money, 2) saves you time or 3) makes your efforts more efficient thereby alsogiving you savings from 1 and 2 as well. Seriously, everyone says it. Doing this actually makes it easier for a decision maker to tune you out – because you’re not different from anyone else who calls – and try to get off the phone as quickly as possible.

Let’s think about a better way. Why not simply introduce yourself and your company name, make
a quick one sentence statement about what your product is, and then ask some questions? Take the opportunity to learn more about your potential customers.

One of the things you might find is that this decision maker is not a potential customer. Isn’t better to find that out up front? Isn’t it better to learn who you should be talking to or know that currently your products/services are not a good match for a particular organization? Give yourself the opportunity to learn more about a customer's needs and wants. You might not be the solution now, but you may be several months from now. But you won't know that if the decision maker tunes you out, waits for you to take a breath, says "No Thanks." and hangs up the phone. You've not had the chance the offer any solution or plant any seeds of thought for future business.

Make your telephone time count. Sit down and review your opening. Make it natural sounding. Avoid tired and hackneyed phrases. Take the time, instead, to become genuinely interested in your prospect. You’ll be far happier with the results.