CHAPTER 8 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. 1
The Importance of Preapproach Planning 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: 1. Prospecting 2. Preapproach 3. Approach 4. Need Discovery 2
The Sales Cycle A continuous process that works together to turn a lead into a qualified prospect. Lead Prospecting Preapproach Approach Need Discovery Qualified Prospect 3
The PREAPPROACH is 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 4
The Extent of the Preapproach The extent of the preapproach will vary with industry, client, number of accounts, and familiarity. 5
Preparation and Preapproach 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? 6
Preparation and Preapproach 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? 7
Preparation and Preapproach 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? 8
Preparation and Preapproach 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 9
Sources of Preapproach Information Five Proven Sources of Information: 1. Direct questions of the prospect 2. Other company salespeople 3. Your current customers 4. Local newspaper or their company newsletter 5. 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 10
Ten Buyer Questions 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? 11
Building Your Self Confidence 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 12
Setting up the Sales Interview 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 13
Setting up the Sales Interview 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 14
Telephone Techniques 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 Remember: Your mind cannot separate a real experience from an imagined one 15
Telephone Techniques 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 complaining 44.0% High pitched or loud tone 28.0% Mumblers 11.1% Too fast or too weak 8.5% Monotone voice 3.5% Strong accent 2.4% 16
Telephone Techniques 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? 17
Telephone Techniques 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) 18
The Six Step Telephone Track 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. 19
The Six Step Telephone Track 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 20
The Six Step Telephone Track 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 21