Salespeople Should Never Make Bold, Unsubstantiated Claims Early In A Call

In the October 15 issue of USA Today, the president of Pakistan, Pervez Musharraf, says this about the militants in his country who are calling for a holy war against his government:

"The people love me. I'm a popular leader wherever I go. Those who are protesting against me are idiots. They don't know anything."

Hmmmm, O-K.

I had not known of Mr. Musharraf prior to today. I must admit, my first reaction to his statement was, "Maybe." But just like most people who hear a boastful remark from someone they know nothing about, I was a bit skeptical. And rightly or wrongly, my first perception of him is that maybe this is a guy who shoots from hip and doesn't mince words. Some might go further and say he's a bit wacky.

The same reactions occur when salespeople make bold, unsubstantiated claims early in a call. And/or make statements that can be challenged.

For example,

• "We're the leader in …"   According to what authority?

• "We're the most respected company in the industry?"   By whom? You?

• "We have lots of experience."   What does that mean?

• "Our quality is second to none."   Again, using what measurement?

So, what to do? Build credibility. How? Ask questions. Follow their answers with deeper questions. The more they realize you are interested in them and their concerns, the more your credibility rises, as in contrast to the babbling salesperson spouting off an irrelevant pitch.

Here are more ideas.

BE RELEVANT. Again, question, then USE the information. When salespeople make a presentation/recommendation before questioning adequately, there's a slim chance their suggestions are going to be on target. Questioning is the best way to avoid objections.

BE SPECIFIC. Use precise facts and figure. Saying you've worked with hundreds of companies isn't as believable as stating that you've installed this system in "274 locations."

USE "OFFICIAL" INFORMATION. If you were ranked number three out of 250 companies by the "Independent Association of People Who Test Such Things, then " use it!

USE THIRD-PARTY REFERENCES. Put the words in the mouth of someone else. They can argue with you more easily than an absent third part.  "Joe Klein at National Motors told me that he has used both of the other major suppliers of network doorjams, and that we are by far the easiest to work with, and give him the most value for the money."

USE EXAMPLES. Show proof when you state a claim. "Our service is superior because we have implemented a 24/7 one-hour response time guarantee. You will have a technician at your location within one hour of your call, or the service call is free."