by Kevin Nunley
© 2006
http://DrNunley.com/copywriting.htm
Sometimes people forget that a phone call can
be just as effective as the Internet or e-mail. There are a few
simple guidelines that can make your phone call more productive.
Many people are under a lot of pressure. Make
sure when you call you ask if it is a good time to talk. Most
will say yes, but it immediately shows you respect their time.
Also, depending on how well you know the person, you should target
your call. Plan a specific topic you want to talk about. The higher
up the ladder the person is in the company, the more targeted
your conversation should be.
After you talk with someone, write down the information
that you've learned about them. It makes prospects feel important
when it appears you remember all about them the next time you
call.
Maintaining contact after you have met someone
is extremely valuable. Think of different, creative ways to keep
in touch. Perhaps you could send them a birthday card, a thank-you
note, or call and congratulate them on a special occasion. Every
time you make contact, learn something new about them and add
it to your record.
These are great ways to build relationships with
customers, relationships that keep them coming back and buying
more.
Here's how you can profit from five very wise
telephone techniques that will help you increase your clients
and sales.
- Plan your call in advance. What are you going to say?
Make some notes on a pad in front of you. You don't need to
script every word, but memorizing the general structure of your
call and key points you want to make will make the sales call
smoother and much more enjoyable.
- Tell your story. What is there about you and your business
that would interest lots of prospects. In Tom's case, it's his
trusted, personal service to the community. People know him.
They don't know his larger competitors.
"I've worked for several people in your neighborhood,"
Tom tells a prospect over the phone. "Maybe you know Mrs.
Jones on 2nd Street or Mr. Magumba down the block from you."
That's a story that would get his prospect's attention.
- Whether you are calling a residence or a business, try to
reach the boss--the person who can make the decision to buy
your service or product. In the meantime, tell your story to
as many people in the organization as you can. The boss may
want second opinions before she buys, and she'll be reassured
to find that others in the group already know about you.
- Leave creative messages. Many of the calls you make will
be intercepted by answering machines, voice mail, and secretaries.
Don't miss the chance to leave a message that will make the
prospect want to call back.
"George! This is Tom James of Creative Solutions. I've
got a way you can cut your production costs by 20%." Prospects
want to know why you are calling, and a good reason why they
should call you back. Provide both in your message.
- Take notes on your calls. When George calls you back you'll
want to be able to immediately remember who he is, when you
called him, who you talked to, and what you said in past conversations
and messages. If you've been making dozens or hundreds of calls,
this can become impossible without notes to refer back to.
If a prospect calls you back a week later, and you realize that
you haven't the foggiest idea who they are, give yourself a
moment to refresh your memory.
Say, "I'm glad you called. Hold on just a second while
I get to my desk." Put the prospect on hold while you check
your notes.
You can go back to the call fully prepared to deliver your message.
Don't take the telephone for granted. It's one
of your most powerful sales tools. Expensive mass media, like
TV and newspapers, can't match the telephone's ability to touch
prospects and customers in very personal ways.
Don't be afraid to promote your business over
the phone. People want and need your product or service. Reaching
prospects through the phone, and sharing your enthusiasm and belief
in your company and yourself, can be a superior way to build your
client list.
NBA
Benefit Provider - Sprint
NBA
Resource Article - Creating
A Professional Image While Working From Home
NBA
Resource Article - Where
Is Your Phone Number?
Reprint
of this article does not constitute an endorsement by the National
Business Association; the article is for informational purposes
for our members and viewers of our Web site.
