Are you using your experience on past calls to improve the next call?
- You will have more unsuccessful calls than successful calls.
- What put-offs do you get?
- Learn over time.
You can't win them all- at least, not when you're prospecting. Not everyone you call on will need or want your product or service. Some will need what you have to offer, but not now. Others won't know that they need what you're selling, even though you're certain that they do need you.
The reality is that you are likely to have more unsuccessful calls- calls ending with turn-downs and put-offs- than successful ones. But you can learn something from the unsuccessful calls that will contribute to a win down the road. (See Rule #1)
For instance, suppose you are receiving the same put-offs time and again- the pre-programmed responses prospects use to fend off salespeople who sell what you're selling. After just a few such calls, you can prepare better by developing your own "preemptive strike."
Suppose, for example, that you sell employee benefits packages. Rather than start your conversation with a business owner with a request to review the current program, or with statements about the advantages your company can provide, both of which will probably lead to a put-off, you might try the following:
You: If you are like most business owners, as soon as I mention employee benefits programs, you're going to tell me , "We're already working with someone" or "We're covered." Would you be willing to put those on the shelf for two minutes while I explain why I called- and then decide if there is a reason to talk further?
By bringing up the put-off first, you diminish its impact and let the prospect know that it isn't going to work with you- you're not afraid of it. This approach distinguishes you from all the other salespeople who found themselves trying to "overcome" the put-off. Notice that this strategy is based on a lesson you learned in a previous call.
What's The Lesson?
Commit to learning a lesson on every call and applying it to subsequent calls. These don't have to be earth- shattering lessons. They should be something you could do more effectively... or something unproductive that you can avoid doing. The lessons learned, even from those "unsuccessful" calls, compound over time and lead you to big rewards.
What Are Three Advantages Of Bringing Up Objections On A Prospecting Call Before Your Prospect Has An Opportunity To Voice Them?
- Weakens the objection.
- Sets you apart from most other salespeople.
- Eliminates the need to "arm-wrestle" with the prospect over the objection.
Giving the prospect a chance to back out while you're still face-to-face to deal with his concerns or doubts is much better than receiving a voice mail message that says, "Hold the order. I'll call you next week to explain."
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