Hard to believe a salesperson could make so many mistakes in a short period of time, using so few words.
But it happened. I'll explain in detail.
I overheard my assistant talking to the caller:
"Well, that would be Art. I'll transfer you."
She put the call on hold and said to me, "Some guy wants to talk to someone about Internet marketing.
He's being pretty evasive though."
Sounded like it might be good material for this newsletter.
"Hi, this is Art."
"Doug? Did you say Doug?"
What a great first impression this guy was making. (I almost laughed out loud, being reminded of the movie "Multiplicity," where Michael Keaton WAS Doug, but the mutant clone kept calling him "Steve.")
"No, this is Art."
"Oh, uh, yeah, hi Art. I'm _____ with (I didn't write down or remember the company name.) I just wanted to touch base to see how your Internet marketing was going."
"It is going just fantastic."
"Oh, good. Tell me what you're doing there."
"Look, I'm busy (isn't everyone?) and not interested."
End of call.
Wow. Let's examine how this guy never had a chance.
Mistake 1: Not Getting a Name
He didn't even get my name, therefore the comical "Doug" scenario, which blew him out of the water three seconds into the call.
He could have simply started out the call by identifying himself and his company, and then asking my assistant, "I hope you can help me... what is the name of the person there who is responsible for your Internet marketing?"
Mistake 2: Being Evasive.
Do some salespeople not realize that the person who answers the phone for decision makers that these assistants actually TALK to the people for whom they
answer the phone?
Based only on what my assistant told me before I picked up the phone, I for the most part knew that this caller had zero chance of success--except for the basis for an article like this one.
One guy a few weeks ago said, "Look, I'm not letting some receptionist control my income."
Callers must be prepared to work with the personnel who are closest to our buyers, gain their trust, and discuss value where appropriate.
What do assistants say about you?
Mistake 3: Not Getting Information or Doing Homework
Again, because of Mistakes 2 and 3, he didn't ask any questions of my assistant. Hmm, let's see, call me crazy, but it seems that if you're selling some type of Internet marketing, it would make sense that if you visited someone's website, and found out what type of Internet marketing they do now, then you would be much better prepared to put together a nice opening, and ask intelligent questions.
So, after asking for the decision maker's name, it's quite simple to say, "Great, so I can be sure that what I'm calling about has value for the boss, I'd like to ask a couple of questions. Please tell me ..."
Mistake 4: Horrible Opening Statement
To review, Oh, uh, yeah, hi Art. I'm _____ with ______.
I just wanted to touch base to see how your Internet marketing was going."
Come on now, read this again, and think about how absurd that question is. What in the world does he expect people to say?
"Oh, my Internet marketing isn't going well at all. I'm glad you called. I bet you can help me."
Right.
There are two purposes for the opening:
- put them in a positive, receptive, frame of mind, by mentioning an item of interest ... a possible result or benefit you might be able to deliver, and,
- move to the questioning phase of the call. BUT, the first objective must be established.
Mistake 5: Asking Questions When They Don't See A Reason to Answer
Again, as part of Mistake 4, if we don't put them in a positive frame of mind, but then jump into questions, they don't have a good reason to answer, therefore the
call goes down in flames.
So short of a call, but yet so many opportunities to screw up. And this guy hit most of them. Sadly, I see this all of the time.
Worse, he probably believes that prospecting for him is "just a numbers game." Make so many calls, and you're that much closer to getting a yes. Actually, he's that much closer to getting another no, and he's getting really good at making bad calls.
If you place prospecting calls, analyze each of these mistakes to be sure they're not part of your calls, and practice the alternatives instead.
