The call arrived, I answered, and the salesperson said, "I'm with (major office
supply company). I received notice that you're not with us anymore, and I was wondering what it would take to get you back with us."
This approach certainly isn't limited to that industry. And it's pathetic. There's
only one good thing about it: at least it gives the sales rep a chance to talk to a past customer.
And what's wrong with it?Aside from the fact that it sounds like cheesy used car salesman (What's it gonna take to get 'ya to drive 'er home today?), it,
· Gives the listener no reason to even answer the question;
· Assumes that the prospect is sitting there, waiting for the salesperson's call, list in hand of all the "What it's going to take" demands for the salesperson.
· Puts the prospect in an uncomfortable (and possibly defensive) position, and, Presumes that the person would even consider coming back.
· Sometime, somewhere, I'd love to see or hear this happen:
Prospect: Yes, I was expecting your call. I have prepared a list of criteria I need met in order for me to buy from you. I can FAX or email these to you, or I can read them, which do you prefer?
Fat chance.
· Yes, we do want to know what it's going to take, but we must first earn the right to uncover that information. That means you need to offer something of value, which puts them in a frame of mind so they'll willingly share information with you. For example,
"Hello Ms. Lost customer, I'm Dale Restorer with Atom Industries. The reason I'm calling is that we previously had the opportunity to provide you with (whatever you previously sold them), and depending on what you're (using/doing/looking for in the area of ______), there's a possibility we might be able to (fill in the results of what you can provide.)”
Here's a complete one using a hypothetical case:
"Hello Ms. Lost customer, I'm Dale Restorer with Atom Supply. The reason I'm calling is that we had the opportunity to provide you with some of your computer storage media, and depending on what you're using now, and how much you're going through each month, there's a possibility we might be able to cut your costs on those and other items. I'd like to ask a few questions to find out if it would be worth it for you to take another look what we could do for you?
This would accomplish precisely what you're trying to do with your opening: get them talking & have them in a positive frame of mind when doing so.
You'll want to find out:
· Why they left (which is usually because someone
else simply asked them to).
· What they didn't like about what they had with you previously, and,
What they like (and don't like) about what they have now.
The answers to these questions sound to me something like what it would take to get them to switch, if that's even a possibility.
Don't put prospects on the spot. Ease into the conversation with some reason for them to listen, and you'll find out "What it's gonna take.
