Step 1.

Stand Out

 

by being easy understand and easy to buy

by answering these 7 questions

Who, What, When, Where, Why, How and How much

in relation to you, your customers and competitors...

WHO?

Who are you? Be authentic to Stand Out

Your competitors can never copy you. So promote you

 

Your website 

When people read your website they imagine you, talking to them. It's personal. Does your website sound like you? Don't write things you wouldn't say in-person

Your website 'about' page

Customers want to know the real, authentic you in order to trust you. Share your photo, location, education, experience and interests. Stories are the oldest form of entertainment and marketing. So what's your story?

Your Point of View

If you try to please everybody, most will ignore you. Instead if you share your unique Point of View? One-third will disagree, one-third won't care and one-third will like you.

Your Social Media

Is for authentic conversations not conversions

Who are your competitors?

If they are too pushy or too lazy, do the opposite and 'help' to Stand Out

WHAT do you sell?

 

Specialise in what you sell, to Stand Out...

Before - "Hi, I'm a Graphic designer"

After - "Hi, I build websites."

Specialise in who you serve, to Stand Out even more...

Before - "Hi, I build websites"

After - "Hi, I build websites for restaurants."

Make your service a 'product' to Stand Out even more...

Before - "I charge $120 hourly."

After - "Basic sites are $1000, ad $500 for SEO or a shopping cart."

State your 'downside' to Stand Out

Example. You sell a CRM. Instead of saying how good it is, like all your competitors. Explain typical problems with CRMs and why your unique training and support stops these problems.

Then write an article about it called; "The 3 pros and cons of a CRM, and how we help you avoid the cons"

 

Be an industry expert to Stand Out

Writing about industry issues makes you an expert. People listen to experts. 

 

Compliment competitors to Stand Out

If you mention a competitor favorably, you will shock the customer and be remembered forever as trustworthy; gaining a customer-for-life. Trust is the rarest commodity in Sales and Marketing.

WHERE?

 Website - 'Contact' page

It's a global economy, so a physical location builds trust. Post 2022 people don't care if you have a home office. Because the demand for understanding, trust and results is huge

WHY?

Your 'why'. The deep stuff. Not essential but it helps a lot. Is there a deeper reason for what you do. Maybe it's your concern for social or environmental sustainability. Maybe it's your origin story or family story. (It is with me, maybe with you too?).

 

HOW MUCH? be easy to buy...

 

Allow staggered payments

Guarantees

Give it away free

Example - Software, 30 day free trial

Example - Coaching, free articles and free short consultation

Now you're easy to understand and trust

your customers should be 80% ready to buy.

Time to talk ...

Step 2.

Keep Customers

Repeats sales, reviews & referrals

  • 'Thank You' phone calls - Keep them, with care. A 'courtesy call' post-purchase to thank them and get feedback. You will be remembered forever - powerful stuff. Then call every 3 or 6 months. Because your customers will leave if they feel underappreciated

  • Reward Loyal Customers. "Put your money where your mouth is". 'Team-up' with another solo and have quarterly parties. I'll do it with you

  • Feedback - grow stronger. Don't ask for a review - It implies you only want praise. Ask for feedback because it's neutral. How you ask is very important, here's an example. Imagine you run a restaurant. Saying, "how was everything?" doesn't cut-it. "Hi I'm James the owner. Our aim here at Jimmy's Trattoria is to be the best Italian restaurant in Brisbane. Any feedback you have would be very helpful." Then stand there and wait patiently for responses. And if they're response is lackluster, say "what would we have to do, to get you to tell all your friends about our restaurant?"

    • Negative feedback is important because it's how you improve. Apologise and make-it-up-to-them (you'll win a customer for life). Then call them a few days later to show how their feedback has helped you, to further deepen the relationship.

    • Maybe you should reward people for their feedback - Consultants get paid big-bucks for giving 'negative' feedback. Mystery Shoppers get paid to give negative feedback

    • Vague feedback like "yeah good", means there's something they're not telling you. Here's how to reply, "I'm really keen to improve my xxxx business, if you could give me any constructive feedback, no matter how small, that could help me improve, I would be really grateful?" 

    • If it's positive feedback - great, now ask for a review...

  • Reviews 

    • Make it reeeally easy for them

    • Ask if there is one-specific-thing they liked (specifics are more believable). 'Specifics' are your strengths, you may be surprised what they say.

    • This feedback could be a new 'business direction' for you or a new additional service?

    • If they forget to review you, remind them 2 more times

    • If YOU receive the review, do not correct their grammar or spelling because authenticity is important.

    • Video reviews are more powerful

  • Case Studies - are powerful 'Social Proof'. Ask the customer if you can record / write about, their journey (words / photos / video).

    • A Case Study is also free advertising for them, they'll be flattered and your relationship will be strengthened.

    • If the Case Study is long include a 1 paragraph summary introduction.

    • Case Studies are not only for Professional Service Businesses. You could sell doughnuts and still do it! Make a video or photographic documentary of how a customer made a Doughnut-Man-Cake for her sons 8th birthday. The final scene is the boys reaction when doughnut man is revealed. Problem - Need an inexpensive crazy fun cakeSolution - Doughnut-Man! Outcome - A birthday party he will ALWAYS remember

  • ReferralsResearch shows MOST businesses don't ask for referrals AND that MOST happy customers are happy to give referrals. Whaaat?! This is a really powerful, easy way to sell more. However, It's harder than asking for a review.

    • Have a formal system in place, make it easy and reward both with a movie pass, gift card, charity donation ... (don't skimp)

    • Even if you don't get a referral, it's still a powerful request because you are signaling you want MORE BUSINESS and the customer will probably recommend you, without you knowing. 

    • Many years ago I worked as a Referral Marketer for a big business. The results were incredible

  • Increase prices and/or sell books or courses - This is the end result of all of the above. You have too many customers to deal with so you do this to manage the demand

 

Step 3.

Attract Customers

 

 

Reply to Everything

Your website, articles, videos and networking

create comments, inquiries, complaints and conversations

THEY ARE ALL LEADS. Don't 'cherry pick'

There are paid leads and free leads

(for free leads see steps 1, 2 and 4)

 

When your competitors get a lead they will probably

not reply, reply late, confuse or abandon customers (only 1 reply)

So reply quickly, clearly and keep the conversation alive.

And request a phone number, to increase your chances of a sale

When you receive an Inquiry...

  • Research them. Research them online for 2-10 minutes. The more you know about them, the better you can help them.

  • Call back quick. They have probably contacted your competitors as well. Generally, the first business to respond gets the sale. When you receive an inquiry every minute matters.

  • Can you deliver a gift / booklet? To be remembered forever!

  • Call-back until you connect. It's not pushy, it's persistentYou won't annoy them if you are friendly and helpful. Use a phone / email / 'social' follow-up combo. REMEMBER, they contacted you first, so multiple call-backs are OK because they can 'opt-out' anytime. They will admire your tenacity.

  • Her's an example of a follow-up timetable if they don't answer ... Let's start in January. Offer a different kind of help each time and be casual not clinical

    • January

    • Week 1 - Monday - phone & emailWednesday - phone 

    • Week 3 - phone

    • February - phone & email

    • April - phone & email

    • July and Octoberphone & email

    • then yearly phone & email

    • If you think this timetable is too pushy, you haven't planned your 'help strategy'

  • Be slow to say "no" Have a conversation before you say "no".

    • Can you recommend something, instead of just saying "no"?

    • Having a conversation means you will learn something and grow stronger.

    • Wrong response = "No sorry we I don't do that." Right response "Yes I can help you, I won't charge you though because I'm not an expert"

  • Don't be an 'order taker'. Even if they are keen to buy, don't just take an order.

    • Engage them in conversation for repeat sales - enjoy yourself

    • Let them tell you their stories because your 'Big Business' competitors won't listen - listening is your strength.

  • Build trust. 

    • Do you understand your industry so you can talk freely? Placing you as a helpful expert, to be remembered forever!

    • Don't Blab. If you don't understand a question rephrase and repeat it back to them. Guessing erodes trust.

    • There is absolutely NOTHING WRONG with saying you don't know the answer and asking to get back to them. In fact doing this, builds even more trust.

  • Be Curious (and courteous). Ask questions to uncover problems

    • When we were children we used to ask a lot of questions. In response we got "stop asking so many questions!" So, as adults, we became 'rugged individuals' that don't ask questions or ask for help. Too many of us think that asking questions is a sign of weakness. The opposite is true. Train yourself to be more curious. 

  • Social Media - Works best with conversations not 'billboards'.

    • When someone comments on your Social Media page (a question, comment, disagrees, supports - anything) always use it as a conversation starter. Different people communicate in different ways, a comment could be a disguised question. Always be social on 'Social'. Every comment is a 'lead'. Reply to everything

  • Vulnerable not Clinical.

    • Being warm and open (vulnerable) is the best way to build rapport.

    • Be careful of being 'professional'. You could easily come across as cold and clinical

  • What to say on a warm-call; (You call them back, the customer answers the phone).

    • Customer - "Hello?"

    • You - "Hello, James calling from ABC Software". You are a stranger to this customer, announcing your name and company helps place the customer at ease. If you don't announce yourself the customer will feel nervous about who is calling. This is unacceptable. They may not remember what you said but they will remember how you made them FEEL

    • "Is that David?"

    • "Yes."

    • "Hi David, I’m calling about the inquiry you made on our website ABC Software, a couple of minutes ago". You have just answered all the What, Who, Where, When and Why questions that are buzzing around in Davids head, and you have placed him at ease. Do not assume they know why you are calling. 

    • "Is this a good time to talk?" You are asking permission for their time, a respectful request that places the customer at ease.

    • "No."

    • "No problem David." Places the customer at ease.

    • "What are some good times to call back?" Do not ask for a specific time, nobody likes to be locked-in. Calling back is a positive, relationship building technique, because trust is built over time.

    • "Weekday mornings between 7 and 9."

    • "Great David (be positive and upbeat). I’ll call you back soon. Have a good day." Never hang up first. Wait until they hang up

  • Stay in touch and convert 80%. Using the above method will allow you to convert 80% of inquiries into sales or helpful feedback (to grow sales), in the next few months

 

 

If you helped someone, keep in touch, see step 2. There doesn't have to be a sale for you to have a relationship

Step 4.

Create Customers

Outbound Marketing. Talking to Strangers

 

Targeted B2B cold-calling with follow-up

Here are the 5 possible physical steps

The 5 step D.T.E.R.M. cold-call method

  • Deliver by Hand for serious cut-thru. Deliver a Letter or Presentation Folder.  A hand-delivery signals your serious. Smile - "Good morning." - Deliver - Exit. Don't engage. Engage later with the phone, because trust is built over time

  • Telephone - No persuading. The first phone call is an introduction. Like something you'd say at a party. Don't speak continuously for more than 10 seconds. The call lasts around 100 seconds. 

  • Emails - They get to know you 'in their own time'. 10 second read. The email is a balancing act - short yet comprehensive. Confident not 'salesy'. Memorable not sensational.

  • Repeat - because humans forget. Focus your phone/email/social follow-up on helping the customer get what they want. Most sales take 5 - 20 'touches' and most callers give up after one call. And prospects secretly love being 'pleasantly pursued'

  • Meet - Events -  What better reason to phone, than an invitation to an event. 1:1 or 1:many. Don't try to qualify, close or control people at the event. Events should build trust and position you as an industry leader to increase inquiries.

Deliver /

Telephone

Meet

Get Attention

PhoneTraining

Helping

not

Selling

Promote

Understanding

 

Emails Written

 Create Trust

Presentations

& Events

Be Remembered

Follow-Up

timetable

3

4

Email

Repeat

  • Commit a minimum of 1 hour a week to this method and you will see results. (5 calls with 5 emails in 15 minutes) on Tues, Wed, Thurs and Friday = 1 hour weekly. Meaning 80 personal ads monthly

Step 4. continued 

The ultimate, real life guide for Australia

Targeted B2B cold-calling

It's like asking for a date. (it's not a marriage proposal)

It's not being pushy or tricky. It's just an introduction with follow-up

Phone's good, in-person delivery is better (don't start with email) and follow-up is the key.

Look in your neighborhood and industry.

Inviting them to your event makes you really stand-out.

Cold-calling is; 

  • Introducing yourself to another targeted business and following-up.

  • About building trust. If you try to persuade you will ruin your reputation. As a small business owner - that's all you have. You are introducing (informing) not persuading

Why cold-call?

  • Because if they haven't heard of you they cannot buy from you.And they more they hear, the more chance they will buy

  • Because now your email is not spam

Effective cold-calling for a one-person business is not about, being pushy, enthusiastic, slick, overly friendly or anything that signals - salesperson! That's what sales employees do

There's 2 ways to cold-call

  1. In-Person (the best way) delivering printed material. This can be fun

  2. Phone.

Which businesses to call?

  • By geography - call all businesses close to you (you don't know who they know).

  • By Industry - call your targets.

  • Call to create alliances  - Real Estate Agents calling Home Loan businesses.

When to call?

  • Not Monday (too busy)

  • 10am or 2/3pm whichever suits your lifestyle and customers better. Generally people are more relaxed after lunch

How to get started

  • 5 calls with 5 emails in 15 minutes

B2B cold-calling is also possible for B2C businesses, here's 5 examples;

  1. A Cake Shop phones local businesses and speaks to the Social Club Organiser

  2. A Surf Shop phones local businesses and speaks to HR to sell surfing lessons as Team Building

  3. A Fashion Shop invites local businesses to monthly Fashion Shows

  4. A high-risk Investment Broker targets Extreme Sports Clubs 

  5. A Careers Coach targets libraries to hold free seminars

Let's bust 9 myths about cold-calling

"I don't have the mindset"

When you were 5 you'd talk to anyone. You don't need to learn a 'mindset', it's in you. Just remove the years of 'learned fear'.

"I will get rejected"

No, they are just 'protecting' themselves

"It's about convincing people."

Never convince people. Just 'offer'. It's ok if they say "no".

"But it's too much talking."

Most calls won't be answered. And when they are, it's for 2 minutes

"But it annoys people."

Not if you're relaxed and helpful.

"What if they're not interested?"

So what, you're not interested in groceries, but you buy them weekly.

"They won't answer."

Great - leave a voicemail, it's still a free ad.

"Most won't buy."

So what, do you buy pizza every time you see an ad for it?

B2C businesses can't call B2B

Yes they can, see 5 examples in step 4

6 reasons to cold-call

  1. If they’re not aware of you, they cannot buy from you. Simple truths are sometimes the most beautiful. If someone has not heard of you there is a 0% chance they can buy from you, not 3 or 2 or 1% ... 0%! If you tell someone about your business there is a chance they can buy. And the more you help / remind them, the more of a chance they buy. Cold-calling then emailing, is even better.

  2. It proves you want their business. The truth is, there are a lot of businesses that don't REALLY care if you buy from them or not.

  3. It attracts new customers. And you constantly need new customers to replace customers that leave, because of… a) new procurement practices b) digital disruption c) offshoring d) new government regulations

  4. You’ll Stand Out, because your competitors won’t do it.

  5. Once you’ve conquered cold-calling, all phone conversations are easier.

  6. If you don’t cold-call and the customer calls you, it’s because they’re in research phase (meaning, you’re 1 of many on their list). If you cold-call now, they don't need a list.

Targeting by location

If you sell cakes. Local cafes are your buyers. However if you specialise (e.g. gluten-free) you can sell further away because your product is scarce

Targeting by secondary buyers

If you sell cakes secondary buyers are offices (Social Club organisers)

Targeting local businesses in-person

Hand deliver a letter of introduction

  • The contents of a letter is a balancing act - short yet comprehensive. Confident not 'salesy'. Memorable not sensational. With an invitation that's hard to resist.

  • Staple a business card to it. Use colored paper that reflects your brand (blue). Example - walk in and say "special delivery". Walk out, note the time, day and person. 2 days later (follow-up) phone to confirm receipt of your blue letter. Have a conversation

  • Use a Presentation Folder (cheap light cardboard) if they are a serious target. Folders display your business card, a letter and a couple of other insightful documents (articles, case studies, catalogue ...)

  • Use entertainment? Dress up with others in a costume that reflects the objective of your 'brand' and enjoy it

Then follow-up with phone calls

Humans are curious. We all like to know what goes on in the neighborhood

That business owner next door may have a brother/mother/mate that is a buyer

Targeting businesses that have what you sell. 

Example - You build websites. A business with a website that needs an upgrade is a better target than a business without a website because they are 'in the market' i.e. they have already purchased.

Targeting individuals within businesses

  • The person that answers the phone is important. Do not try and get through them. Work with them. Everybody's a prospect

  • Sometimes 'the Boss' may not be the best target as others can have more 'influence' or 'interest' in what you are selling. For example - If you sell e.g. software, maybe the 'end users' within the business are your target not 'the Boss'? Win the end-users and they will 'sell' the software for you. Everybody's a prospect

  • When you email 'the Boss' cc the person you spoke to. Everybody's a prospect

Preparing - mindset

  • Do not worry about what you cannot control. You cannot control what others do and say. Concentrate on improving what and how you communicate.

  • Never call once (scammers and lazy salespeople call once). If you call once, your reputation could be tarnished. Calling again means you are creating trust.

  • Around half of all salespeople don't call a 2nd time. Not many call a 3rd time. And so it continues ... And it takes 6-20 'touches' (Phone, Email, Social ...) to sell something. Do you see the pattern here? Be pleasantly persistent.

  • Cold-calling is not easy. Easy is worthless. However it gets easier every time you do it. Like riding a bike.

  • Cold-calling is talking to strangers. Once you get good at it, you will have an important life-skill

  • Cold Calling is hard but rewarding. These guidelines are not only for your success. They are also to protect you from giving out too much of your energy to 'non-connects'. Just say a few words on the first call. Don't worry about their reaction because that's something you cannot control - don't concern yourself with what you cannot control. Bottom line - you have spoken and sent an email - regardless of how you FEEL the call went, THEY are now able to purchase from you - simply because they have now heard of you

Rejection

When a prospect ‘rejects’ you on a sales call without listening to you they are protecting themselves. You are not being ‘rejected’.

And can you blame them, most salespeople are too PUSHY. So the prospect is 'playing the numbers' and saying NO immediately. Your job as a salesperson is to understand this dynamic and make a judgement call to disengage or continue.

Trust is built over time.

Most people are not comfortable talking to strangers.

It takes a couple of ‘contacts’ for them to be somewhat comfortable with you. Think about it from the customers Point of View.

Preparing to phone 

  • A headset will 'free' you, to be physically expressive (more confident). Dance if you want.

  • Have a pen and large writing pad (typing will sound like you're disinterested)

  • Have your go-to icebreakers ready (rapport). Mine are coffee and surfing

  • There must be warmth in your voice. People don't want to talk to robots

  • Understand some people will never buy. Embrace this fact. It will release you from the stress of expectation

  • Objections. Solve their problem and they'll be a customer-for-life. Acknowledge and record their objection for later. Never argue or disagree on a cold-call.

  • Don’t raise your voice - there’s no need and it may sound pushy

  • Don't sound formal - this is Sales and Marketing NOT Mergers and Acquisitions

  • Don't sound enthusiastic - that's 'persuasion'

  • Don’t interrupt - the more they talk, the more you learn.

  • Don't winge, complain, tisk-tisk or make strange noises

  • Understand the there's a .01% chance that if someone says "no", your head may explode. That was a joke. Remember to NEVER lose your sense of humour. You are not about to call the flight-tower for permission to move onto the runway - this is sales and marketing - have fun!

Research

The amount of time you research a prospect, before you call, depends on the size of your target market, how 'hot' you guess they are and how local. Take 30 seconds to 5 minutes on research. Here's the steps

  1. Website scan (what do you identify with?)

  2. Website Blog & Social Media scan (their vibe and their customers)

  3. Internet search with their name

  4. Internet search with their industry keywords for competitors

Email after you call

So there is no chance of confusion - The subject line of your email will refer directly to the telephone conversation you just had with them "Hi John, we just spoke about ...". Then customise the first line. Then paste your short, comprehensive, non-'salesy', memorable (not sensational) email. 

Preparing your phone scripts

Which one of these statements from a Designer sounds better?

  • Unscripted - "Yeah we can get together and talk about what you want, sketch it up and make something" or...

  • Scripted - "We build with you, from concept to creation"

Phone Scripts allow you quickly and accurately, explain anything like an expert.

Customers like talking with experts. If the customer sees you as an expert they will allow you to ask them questions. Questioning to uncover problems is key. 

You won't sound like a robot if you make the script your own

  • Scripts allow you to focus on listening, not thinking about what to say next

  • Stick scripts on your wall, so you can quickly answer FAQs

  • Brainstorming is a great way to create scripts

  • Scripts should be constantly updated

The First Call

  • Never sell.

  • Don't persuade. It causes resistence and confusion

  • The less you talk the better

  • Start Strong. Speaking slowly, clearly and courteously at all times.

  • Be careful about rapport building, it may sound 'salesy'

  • Talk for around 10 seconds, at any one time

  • Don't be placed on hold. That's a game. Don't play games. Email and call-back

  • Don't try to control others, it signals 'persuasion'.

  • Controlling the 'process' however is OK. That's what all this info is about

  • Don't ask 'leading questions'; that's insulting their intelligence

  • If communication becomes difficult, (because of a technical issue or because interpersonal communication is failing) - bail out. When something goes wrong we all try to FIX IT. Resist this urge to FIX IT, it doesn't get better. Say "It's a bad line, I'm Fred Smith, I'll email you now". Then call-back in 2 days

The First Call. What to say

  • "This is Fred Smith calling from XXX, can you hear me ok?" the last 5 words 'wakes them up' and ensures there are no technical difficulties

  • Ask 1 or 2 questions max

  • End with an UPBEAT 'advertisement', "Thanks Elaine you'll get an email from james@jameshaldane.com.au in a few minutes, have a great day"

Record what happened - Company Name. Suburb. Spoke with Elaine Smith 10:00am Tuesday 10/08/21. She said ...

"They won't remember what you said, they will remember how you made them feel."

Maya Angelou

The First Phone Call. What NOT to say

  • "Hello"

  • “How are you today?” Is inauthentic, you don’t care how they are. If you really want to say it, you must be specific - locate them in time and space by saying "How is your Tuesday morning in Smithville going?" AND you must be willing and able to have a authentic conversation about their response

  • “Is this a good time to talk?” On a cold-call, there’s never a ‘good time’ because you're a stranger.

  • “How have you been!?” Do not say this. It's a trick to pretend you are their long-lost-friend to get their attention. Do not trick people

  • "I'm sorry to interrupt ..." You're not interrupting! It's a business call. If they don't want to do business they should live in a tent on a beach. If you are polite and to-the-point you have nothing to apologize for.

  • “What did you say your name was?” It seems like a fair question to ask if someone mumbles their name. But they may interpret it as “can’t you even say your own name!?” Write down what you think they said, and clarify later.

  • Do not attempt to 'engage' unless you are already familiar or they engage first. Because you are a stranger and will make them uncomfortable

  • Don't go deep or talk for too long. You need reasons to call again

  • Do not 'qualify' them, see Article

How to reply when they say...

How to reply when they say 'no'

  • Good, because you need a few "nos" to get to a "yes". Most people don't want to buy today. Cold Calling is a numbers game. A "no" means you are working

  • A 'no' is rare when you call another 'local' Business.

  • 'No" can mean "I don't trust you, you're a stranger" which is fair enough. Or it can mean "I'm moving to Hawaii tomorrow."

Option 1.

  • "Ok, have a good day, bye", let them hang-up and call back with a different offer in a few weeks

Option 2.

  • Get a reason why they said "no". When you get a reason you will learn something. Learning about your industry is important, it's how you improve

 

How to reply when they say, "Sorry, what did you say?"

Do not repeat anything word-for-word. Switch-it-up to make it clearer. If they still don't GET IT there is a communication problem. Discontinue politely by saying you will send an email, (save your energy).Then call again another day

How to reply when they say, "We already have a supplier"

This is good news because now you know they BUY what you SELL. Suppliers come and go. Suppliers get lazy and slip-up. Most suppliers will eventually stop 'caring'. That's where you come in. Stay in contact.

On a deeper level - you can research their supplier, what's their weakness? Customer service? Recontact the prospect and mention a concrete reason why you have great customer service.

Voicemail

Have a 10/15 second message ready. Do not leave your number unless you have a really good reason to (it pressures the prospect). Do not ask them to do anything. Why? Because you're a stranger

  1. Mention yourself

  2. Mention something about their e.g. website, to show you are familiar with them

  3. Offer specific, practical help

  4. Say you will email them now from (say your email) to (say their email)

Calls always going to voicemail? That's Ok. Don't give up! I've had customers buy without talking with them

Record what happened - Company Name. Suburb. Left standard voicemail with Lynne Smith 10:00am Tuesday 10/08/21.

Helpful lines for tricky First Calls

  • Be curious - "You're not interested in xxxx, I'm jealous, what's you're secret!"

  • TRUTH bombs. "It's OK if you need to hang-up on me" / "We have never spoken before"

Ending the call

  • Do not ask for a meeting on your first call, unless there's a really good reason

  • Do not push hard for a 'next step' (name / phone call / meeting). It should come organically. If you ask prematurely it could be seen as PUSHY 

  • Do not hang-up first (your 'slow' could be their 'fast')

How to Email

  • Emailing is important because

    • they can review and understand you, in their own time.

    • they can remember you, to buy later

    • you can stay in touch

  • When they agree to receive an email say "Is info@xxxx.com.au OK because I have it here, on your website?" Strangely, a lot of people will give you a different address. This is a problem because it may bounce. When they spell-it-out, just write what you hear, then research to find the correct spelling. Don't waste your time asking them to spell it again because if they don't care, they don't care

  • You have the email address. Now ask a question to better understand their business and know what information to send them.

The Second Call +

  • Follow-up is essential because trust is built over time

  • You will not annoy if you provide insights, tips, 'how to' articles, events, case studies or even something funny / entertaining

  • Most sales take 5 - 20 'touches' and half of all salespeople give up after one call

  • The number of follow-up calls will depend on conversations and the size of your target market.

  • The second call is for 'setting up' the third call. Remembering this, will take the pressure off. As soon as the call gets tricky or the person gets flustered, look for ways to politely end the call. Because, once again, trust is built over time

  • If you speak to the same person on the second call say, "Hi Joan we spoke last Tuesday about ... ask about the sent email ... ask one or two questions ... learn ... help ... ask for help ...

  • If David (someone else) answers, do not refer to Joan (unless she is your sole contact) because this will shift focus from David. David is now your contact

Record - Company Name. Suburb. 2nd call. Spoke with David 10:00am Tuesday 10/08/21. He said ...

Helpful lines for follow-up calls

  • Don't talk / ask about the future (it's unknown). Talk about the past because the past is factual. For example ...

  • "What frustrates you about...?" Hopefully your solution can help

  • "What roadblocks do you experience when you...?"

  • "How are we travelling together so far?"

  • "Are you more interested in A or B?"

  • "Why do you say that?"

Record everything

  • Don't type and talk, because you need to focus on listening. And if they hear you typing they 'll think you don't care. Use pen and paper

  • Then transfer it to your in software (CRM), a calendar or spreadsheet ...

  • Your records will inform what you say on your next call

  • Generally speaking, SEO might be worth it

  • Social Media rarely is; (unless you have genuine, valuable conversations).

  • The information on this page is more important than both.

James Haldane

Selling by Helping since 2001