1 Preapproach and Telephone Techniques Learning Objectives: Recognize the importance of the preapproach in the sales cycle. Learn the objectives of the preapproach and the planning needed to make it effective. Study how to prepare for an effective preapproach. Understand how the preapproach fits into the sales cycle as an extension of prospecting. Discover effective methods for making telephone calls that are successful in leading to presentations. Understand the six-step telephone track and how to use it to make appointments. CHAPTER 8
Transcript
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Preapproach and Telephone Techniques
Learning Objectives: Recognize the importance of the preapproach in the sales
cycle. Learn the objectives of the preapproach and the planning
needed to make it effective. Study how to prepare for an effective preapproach. Understand how the preapproach fits into the sales cycle
as an extension of prospecting. Discover effective methods for making telephone calls that
are successful in leading to presentations. Understand the six-step telephone track and how to use it
to make appointments.
CHAPTER 8
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• The path to success: See enough of the right people at the right time
• Four phases of the sales process that can overlap and turn a lead into qualified prospect:
The Importance of Preapproach Planning
1. Prospecting
2. Preapproach
3. Approach
4. Need Discovery
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The Sales Cycle
Lead
Qualified Prospect
Need Discovery
ApproachPreapproachProspecting
A continuous process that works together to
turn a lead into a qualified prospect.
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…the planning and preparation done prior to the actual contact with the prospect
• Preapproach Basics– Allows you to be less mechanical and more
thoughtful– Allows you to anticipate problems and plan ways
to handle them• Steps in Preapproach Planning– Analyze prospecting information– Plan specifically for each sales call– Go over and rehearse your presentation– Study product and sales literature
The PREAPPROACH is…
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The extent of the preapproach will vary with industry, client, number of accounts, and
familiarity.
The Extent of the Preapproach
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Develop a checklist of sales essentials:
1. About the Company– What business is the company in?– What are its products and markets?– Who are its primary customers?– Where does it rank in its industry?
Preparation and Preapproach
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2. About The Buying Center– Who is the actual decision maker?– Who influences the purchase process?– What are the backgrounds and personal interests
of each person involved?– Can we help this company’s staff develop
additional expertise?– Does anyone in my company know anyone in their
company?
Preparation and Preapproach
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3. Other things to consider:– How often does this company buy my type of
product or service?– Who is this company’s competitors? Does my
company do business with those competitors?– What plans does the company have that could
affect its future need for my product?– How satisfied is this company with its present
supplier?– Do we (or can we) use their product or service?
Preparation and Preapproach
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• Predict likely objections– Your past experience– Experience of others within your company– The preapproach information gathered
• Prepare for the presentation– Set sales call objectives– Rehearse (role play)
• Visualize successful selling– Mental toughening - Visualize the meeting over and over with a successful
outcome– Practice out loud
• Learn how to best approach the prospect– Social style analysis
Preparation and Preapproach
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• Five Proven Sources of Information:1. Direct questions of the prospect2. Other company salespeople3. Your current customers4. Local newspaper or their company newsletter5. Personal visit/cold call (use powers of observation)
• Other Ways to Find New Prospects:– Mergers (new strategic alliances)– Personnel changes– Changing product lines– Advertising plans / TV and Magazine Ads– Sales training information or announcements
Sources of Preapproach Information
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1. What are you selling?2. Why do I need it?3. Who is your company?4. How much will it cost?5. Who else is using it and are they satisfied?6. What kind of person are you?7. Is your price truly competitive?8. How does your solution compare to other alternatives?9. Why do I need it now?10. What is your record for support and service?
Ten Buyer Questions
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• Having a plan and knowing the customer bolsters your self-confidence
• Enhance your perceived value– Don’t knock the competition– Be prompt; be polite; keep your promises– Plan ahead - don’t leave anything to chance– Write a note of thanks
Building Your Self-Confidence
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• Timing: When is the best time to see a prospect?
• Gaining Entry: Making the first appointment– Letter - the weakest, so follow with a telephone
call– Cold call - good, but often time consuming– Telephone - saves time and money
Setting up the Sales Interview
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Gatekeepers• Show them sincere respect• Be honest about your intentions• Get personal information about
the individual• Question gatekeepers. They
often know what the company needs
• Be thoughtful - small gifts and cards can go a long way
Setting up the Sales Interview
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• Mental exercises to use in advance of the telephone call or personal visit:– Practice using your powers of visualization– Create a mental hologram and live it over and
over in your mind– Practice out loud - your mind loves to hear the
sound of your own voice– You gain the same benefit from this type of
practice as from an actual sales interview
Telephone Techniques
Remember: Your mind cannot separate a real experience from an
imagined one
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View the appointment as a mini-sale: You’re selling the appointment over the phone, not your service or product.
Most annoying voice characteristics:Whining and complaining44.0%High pitched or loud tone28.0%Mumblers 11.1%Too fast or too weak 8.5%Monotone voice 3.5%Strong accent 2.4%
Telephone Techniques
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When Planning and Organizing the Call…• Ask Yourself:– Why am I calling?– What is my proposal?– What would make this person want to grant my
request?– What is the best action plan I can offer?
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Key strategy points to consider:• Schedule a specific time for calls• Immediately follow up a successful call with another call• Arrange to avoid interruptions• Develop a written script• Verify that you are speaking to the correct individual• Tell only as much as needed to get the appointment• Keep control, but don’t be pushy• Show excitement and enthusiasm in your voice• Sell your name. Ask the prospect to write it down• Eliminate verbal pauses (um, uh, you know)
Telephone Techniques
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• Step 1 - Introduce yourself and your company– A judgement will be made about you within 10
words– Keep it warm and friendly
• Step 2 - Take the curse off the call– A call is an interruption– Get permission to continue– Soften the impact with, “I need just a minute” etc.
The Six-Step Telephone Track
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• Step 3 - State the purpose of the call– A brief, hard-hitting lead-in– Mention referrals if you have them
• Step 4 - An interest-capturing statement– Usually a customer benefit– You could ask a thought-provoking question
• Step 5 - Request an appointment– Don’t give too much information over the phone– Give a choice of times for the meeting
The Six-Step Telephone Track
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• Step 6 - Overcome resistance– Agree with the objection– Switch back to your idea or reason for the
appointment– Ask for the appointment again– Remember all you want is the appointment
