As a reader of this blog you have heard me say that whoever coined the phrase “sticks and stones may break my bones, but words will never hurt me” was not in sales. We all know that the wrong word at the wrong time can dramatically change the course of a sale or sales meeting, either for the better or….
This even more true on the telephone where you do not have the benefit of body language to balance out the picture. As more and more sales organizations turn to an inside sales approach, this becomes a greater factor. Without body language you and the prospects are left with only intonation and the words you choose, what and how you say will paint the picture and drive the prospect’s response. What you say, how you say it, and who you say it to, matters.
While I am not suggesting that there are “magic words” or “silver bullet” words or incantations that can turn a sceptic or close the deal, picking your words matters. And it has to be your words, it has to fit with your manner of speaking and it has to help the buyer not only better understand where you are coming from, but also how it helps them achieve their own objectives.
Whether you are in inside sales or a field rep, here is an example that you may relate to. Early on, during the appointment setting call, you will have to give the person at the other end of the line a reason to want to see you. What is that, is it your product, your company, your radio voice, no; it is, as it has always been and will be, what is in it for the prospect themselves.
Many sales people will say that they are looking to “learn” more about the buyer, their company, and buyi9ng process. Well with the demand on decision makers time, they really don’t have time to teach you. You want to learn, well that’s why Al Gore invented the internet, so you can learn about your buyers.
Second favourite reason spoken by reps trying to get appointments: “I want to discuss with you…” Again, do you think they have the time or inclination to discuss, likely not.
So what can you suggest as a reason for meeting? How about sharing some specific steps and impacts you helped others take to achieve their objectives, and how your offering specifically played a role in that, and the specific impact it had on their business. Now this isn’t a creative recital of your features and value props, but specific elements that are tide to OUTCOMES.
The reason I am calling you is to schedule an appointment where I can share with you how we haled XYZ Competitor reduce their logistics cost, allowing them to increase market share by 3% over 18 months.”
No product, no features, no discussion or learning. Instead you are going to show, teach, share, how you have been instrumental in helping others like them achieve specific objectives and results.
“How do I know what their objectives are?” I hear some of you asking. Not as hard as you may imagine, but the topic of a future post; stay tuned.
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