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Marketing:
If your calls don't get returned, do something.
One of the problems that salesmen always complain about today is that no one returns their calls. That isn’t surprising considering the amount of “junk” that we all receive daily. We have been forced to “screen” all of our calls. Think about how you handle that obnoxious computer call at home during dinner. After an irritating pause during which you said “hello” twice, a computer recording starts with “Hello, I am calling from the Red Cross for ……” at which point I usually hang up. Compound this with your computer SPAM and junk mail. Why are we surprised that it is hard to get people to call back when they don’t know you.
Most inside and outside sales people get seduced by their routine. They have memorized the phrases and vocabulary for presenting the product and, like everyone, find it difficult to change. So when you ask someone, “What do you do if you don’t get a return phone call from a prospect,” they will tell you that they call again and again and again. They seem to believe that if you call some magic number of times, you’ll eventually wear the prospect down and he or she will call back eager to talk. This is not a successful sales tactic.
What your sales people need are tactics that support your sales strategy. If you don’t share methods and tactics for reaching prospects, you can be sure that nothing will change and you will keep getting the same unacceptable results.
If you have sent generic sales material, followed up with an email, left a couple of messages or been told to “call me in a few months when I am less busy,” it is time to get creative. You want an appointment or at least a conference call to find information on the account or the project. Regardless of what you are selling, you must get information to understand the application, the decision process and what your sales proposal must offer. A relationship needs building if you want to make a sale and you need a creative approach to reach the prospect.
Try these ideas:
- No one writes letters anymore so maybe mailing a well-written letter will get attention. Something catchy and funny in the opening paragraph may work. Something critical to his business success may be the ticket. Something that will be immediately recognized as a solution to a current problem might work.
- Send an email with a picture embedded that is immediately recognized. Make sure the subject line is relevant and catching or you’re deleted in a second. Embed a link to your website for support material. Also try to make it easy for the prospect to learn more about you.
- Mention a name or association that will be recognized. Mention a competitor and a strategy to confront their challenge. Mention a reference. By using a name that is recognized, you are making the note personal and insuring that he or she will read it.
- Use a testimonial. “We saved $9,000 a month since switching to the GEO program - from another satisfied plating customer.” If your happy customer will allow their name to be used, use it. If not, make the testimonial generic. It will still attract attention.
- A funny greeting card with a handwritten note may garner curiosity. Be sure to follow it up with a call within a day or two.
- I have heard about people who send a letter with a lottery ticket? “Feeling lucky? Meet me and maybe I can give you a winning strategy even if this ticket isn’t a winner.” I received several letters with a one dollar bill attached. It got my attention and usually I did call back.
- Send a multiple choice FAX. Some people suggest… “You haven’t gotten back to me because….” Then you list a few good reasons, such as “you’ve been swamped, but will call as soon as you’re free.” Your last multiple choice question should be funny. “You’ve been visiting with the President and the secret service took your cell phone.” “You’ve been on McCain’s plane and you can’t find your phone since Palin winked at you.”
- How about sending an article from a trade magazine or the Wall Street Journal that might be of interest. How about sharing a sales “how to” book like “Hope is not a strategy” by Rick Page. It would help if you had read it.
Sales is about experimenting and persistence. Sales is also an 80/20 game where 80% of the business comes from 20% of the players. Study the 20% that are the super salesmen and learn from their example. Force your people share successes and failures so that they can learn from each other. Behavior changes slowly and must be practiced. I always force the ONE TO TEN rule on my salesmen. If they haven’t tried 10 times or made 10 presentations of that new product, I know that they have not yet learned the vocabulary or become comfortable with the product and therefore will not push it successfully. Even though change is uncomfortable, sales people must keep trying new approaches and tactics. Your message should be, “Try something, it may work.”
Chase Wickersham
Sunrise Associates
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