Table Of Content

Table of Contents Title Page Copyright Page Introduction Who Will Benefit from Smart Calling? Taking Action Is Required SECTION ONE - The Smart Calling Concept CHAPTER 1 - Cold Calling Is Dumb, but Prospecting Is Necessary: Smart Calling ... Why Telephone Prospecting Is Both Essential and Profitable Cold Calling Myths, Smart Calling Truths Still Think Prospecting Doesn’t Work? That’s News to Someone Doing It The Answer: Smart Calling Smart Calling versus Cold Calling SECTION TWO - Pre-Call Planning CHAPTER 2 - Creating Your Possible Value Proposition Understanding Your Prospects and Why They Might Buy from You Pain and Gain The Easy Way to Provide Possible Value Are You Able to Help Cut Costs? How Are You Different? The Value You Have Already Provided for Others Do You Help Inadequacy? Value Is Not the Same for Everyone CHAPTER 3 - Intelligence Gathering: Making Your Calls Smart What Information Do You Want about Your Prospects? Identify and Look for Trigger Events Getting Personal He Won This Sale Where to Find Your Smart Information Your Database Exploring the Wealth of Online Information Other Online Resources Google News Alerts How to Steal Business When Your Competitor Undergoes Changes Social Networking—or Social Not-Working? CHAPTER 4 - Using Social Engineering to Gather Intelligence With Whom Should You Engage? Assume What You Can’t Get and You’ll Always Be Right More Social Engineering Tips An Example of Social Engineering in Action CHAPTER 5 - Setting Smart Call Objectives and Never Being Rejected Again Thinking Big Gets Big Results How to Never Be Rejected Again: Accomplishing Your Secondary Objective Secondary Objectives Can Also Pay Off in the Future CHAPTER 6 - More Smart Ideas for Prior to Your Call Is There a Best Time to Call? Ritualize Your Phone Time When You Are on a Roll, Stay in the Zone End with a Positive Great Days to Call: When Others Aren’t or Won’t Other Unconventional Times to Call Best Times for Follow-up Calls Warming Up a Smart Call E-Mailing before a Call How about Sending Unusual Items Prior to the Call? SECTION THREE - Creating and Placing the Smart Call CHAPTER 7 - How to Be Smart with Voice Mail Be Prepared Say You’ll Call Back How Many Messages to Leave? Should You Vary Your Message On Repeat Calls? Listen to Their Entire Voice Mail Message Listen for Their Tone on Voice Mail Put the Directions in Your Notes to Save Time Opting Out to a Live Voice Use Your Prospect’s Electronic System to Gather Intelligence Call Back Immediately Call at Different Times of the Day Give Your Number Twice; Give Your Number Twice “Here’s My Number . . .” Review Your Message, but Don’t Assume You’ll Always Have the Option Make Your Voice Mail Message Stand Out from the Clutter Use a Last Resort Message Handling Unreturned Voice Mail Messages Shady Voice Mail Tactics to Avoid CHAPTER 8 - Working with Screeners, Gatekeepers, and Assistants? What to Do Be Prepared to Sell the Screener If You Need To Tips for Working with Screeners, Gatekeepers, and Assistants Getting Your Messages to the Buyer Will You Help Me? Go to the Highest Level For Buyers on Vacation CHAPTER 9 - Opening Statements: What to Avoid to Minimize Resistance What to Avoid Saying in the First 10 Seconds of Your Opening to Decision Makers “Thanks for Taking My Call” Asking for a Decision, or Even Hinting at One Being Assumptive in the Opening and Using Declarative Statements Reacting to Unusual Names How Are You Today? Use It or Not? CHAPTER 10 - Creating Interest with Your Smart Call Opening Statement The Jim Furyk Theory Two Objectives for Your Openings Scripting The Smart Call Interest-Creating Opening Statement Process More Possible Ending Phrases Does Length Matter? The Time Issue An Unconventional Technique That I Have Heard Work Weasel Words You Have Also Created Your Smart Voice Mail Message CHAPTER 11 - Handling Early Resistance on Your Smart Calls Use a Pattern Interrupt The Softening Statement It’s So Simple Even a Fourth-Grader Can Do It Here’s the One Place Where Sounding Dumb Works Responding When They Are Happy with Their Present Supplier How to Answer “Send Me Some Literature on That” “Why Should I Consider You?” Responding When They Try to Rush You Simple Response to a Quick “Not Interested” Handling the Early Price Question Early Resistance Case Study CHAPTER 12 - Using Smart Questions Use Your Possible Benefits to Create Questions Not All Questions Are Good Ones: How to Use Assumptive Problem Questions How to Create Assumptive Problem Questions The Loaded Benefit Question Practice the Iceberg Theory of Questioning with the Next Questions to Get ... More on Quantifying Needs, Pains, Problems, and Desires Avoid Questions that Scream “I Just Picked Up an Old Sales Book” Questions to Learn about the Decision-Making Hierarchy and Process Determine What Annoys Them A Questioning Mistake Clarify the Fuzzy Phrases The Quality of Your Question Determines the Quality of Your Answer Don’t Ask What They Like Best about Their Present Supplier Ask About THEM Use Benefit Questions Instead of Inane Leading Ones Economize Your Questions CHAPTER 13 - The More Important Side of the Question: Listening Get More and Better Information by Simply Letting Them Talk Your Most Powerful Listening Tool: The Pause Listen for Their Key Terminology How to Make Eye Contact by Phone Listen When They Lower Their Voice What Is Your Listening: Talking Ratio? It Would Be Tougher to Listen Your Way Out of a Sale CHAPTER 14 - Recommending the Next Step Pitching Is for Sports Only: Recommend Instead The Smart Call Recommendation Process Use the Words of Others to Be More Persuasive Using the Principle of Consistency In the Sales Recommendation You Are Absolutely Going to Love This CHAPTER 15 - Getting Commitment for the Next Action The Commitment Phase Validates What Has Happened So Far Your Attitude Is More Important Than Your Technique Get Commitments on Every Call Get Commitment with Nonthreatening Words Why Not Try This Question? Help Them Realize They Have Nothing to Fear Asking for More Gets More Ask for Action, Not Permission CHAPTER 16 - Wrapping Up Calls, and Setting Up the Next Action The Success of Your Follow-Up Call Is Determined on the Previous Call Summarizing the Call How to Set a Specific Time for the Follow-up Call What to Put in Your Notes to Ensure a Great Follow-up Call Use a Last Resort Question Before Giving Up SECTION FOUR - Putting It All Together CHAPTER 17 - How to Sound Smart: Effective Telephone Communication Don’t Sound Like a Salesperson Record Your Calls and Review Them Regularly Legalities of Recording Calls Stand for Sales Voice Improvement Self-Study Course CHAPTER 18 - Getting and Staying Motivated Never Get Rejected Again Overcoming the Fear of Calling Say “So what?” to Your Fears Size Does Matter as It Relates to Your Thinking Your Assumptions Usually Come True Will You Go for the Big Jump? Sell More by Being a Kid CHAPTER 19 - More Smart Calling Success Tips Send an E-Mail to Find the Buyer Easy Way to Find More Buyers Use a Calling Card Draw a Decision-Making Organizational Chart How to Locate Other Decision Makers Write Down Every Name You Hear Follow Your Buyers Be Ready When You Are on Hold Get Referrals from within Their Company Should Cell Phones Be Sell Phones? Give Information on Your Voice Mail Greeting Don’t Create Interruptions Take Notes on What They Say and Mean CHAPTER 20 - Smart Call Makeovers and Case Studies Opening Statement Makeover A Mistake-Filled Call Beware of the Bad Information Floating Around See and Hear More Call Examples INDEX ABOUT ART SOBCZAK Copyright © 2010 Art Sobczak. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. Library of Congress Cataloging-in-Publication Data: Sobczak, Art. Smart calling : eliminate the fear, failure, and rejection from cold calling / Art Sobczak. p. cm. Includes index. eISBN : 978-0-470-61980-3 1. Telephone selling. 2. Telemarketing. I. Title. HF5438.3.S63 2010 658.8’72-dc22 2009047250