Objectives
Keep business in mind. You're not calling to chat, pass time, or gossip. These familiar forms of interaction are for socializing only. The reason you're making the call is to get an appointment with a prospect and eventually to make a sale.
Before even dialing the number, make a note of the two basic objectives you'll want to accomplish by the end of the call:
- To make contact only with the actual person who'll be doing the purchasing. Your objective is to get to the right person or to find out when the best time is to reach him or her. When you're calling the person at home, you don't want to waste time explaining your business in detail to a spouse, child, baby-sitter, relative, or friend who happens to answer the phone instead. Don't ask them if your contact would be interested in your product or service. Leave your name and number and if they don't return the call, try again. If you're contacting prospects at the office, and they cannot get to the phone, leave your name and ask when they'll be available to speak to you. Then call back.
- To set up an appointment. You cannot really make a sale over the phone in a very limited amount of time, because you need to demonstrate and explain the benefits of your product in person. Therefore, your objective is to get in to see the prospect before you can make the sale. Keep your calendar ready for when you get the appointment.
Stop talking once you've made the appointment. Be excited about the upcoming meeting with your prospect, then end the call right there.
Objectives established. You'll now want to clarify what it is you're going to say in what amount of time and to whom. These are . . .
Pre-call Imperatives
- Set up a quiet environment. There will always be some noisy disturbances beyond your control like an army of electric company drill press operators tearing up your street midway into your call. But in general, it's up to you to phone a prospect only when there is nothing but silence or very low. Un-distracting sounds around you. Nothing dampens your professional credibility as much as having to shout over a loud TV or screaming children.
- Know a little about your prospect. You most likely got his or her name from someone who knew someone. Try to fill out a biography to match the name. This would include general in-formation about income, tastes, family status, possible needs your product can fill. The more you know about a prospect, the more you can anticipate objections to buying, and overcome them.
- Write a script. If you're a genius at improvisation and can reel off the details of your selling speech like a virtuoso, go to it. Most of us do better in the beginning when we write down what we want to say. Then rehearse it till it sounds smooth, professional and unrehearsed. Scripting and practicing the script gives you greater confidence each time you make a call.
When I was still on television. Marilyn, the woman who recruited me, was herself fairly new to sales. Once she decided to contact me, she rehearsed her script for her family to get it letter-perfect before the actual phone call. Marilyn's six children heard the script so often; they could mouth the words along with her. The problem with her was talking the script to me. She'd pick up the phone, call, and would be relieved when I wasn't in. Marilyn told me all she could think about was rejection. One day her children challenged her fear and asked the right questions: "What's the worst thing that could happen to you? That Shirley will say no?"
Marilyn saw the point: If I rejected her she was still a good person who knew her business; she could just go on to the next prospect. So, she made the call to me, did her script as smoothly as she had a hundred times before for her children and to her surprise, the script worked, I said yes.
Be prepared for a short phone call. Nearly all direct sales companies suggest that their salespeople limit business phone calls to three minutes. This is enough time for amenities and setting up a meeting without a sense of rushing off the phone. Busy people who don't have three minutes, but have just half a minute to listen will tell you so. If you open a call with the statement "I'd like to talk to you about a great business opportunity. Do you have a minute?" listen to the answer. Don't sell them on an appointment by speed-speaking your script in thirty seconds, or leaving out crucial details because of the time limit. You will not sound professional-just frantic or desperate for a sale. Neither should you figure that if you've only got half a minute, you may as well finish it off with useless social chatter. Novice salespeople have done this with me: I may only have a minute because I'm rushing off to the airport, tell them so and they go on about how they missed a plane because of roadblocks or terrible weather! They think they're personalizing the call and making me feel better, but I'd rather have just gotten their name and called back when I had time. Remember: The person with thirty seconds to spare wasn't waiting for your call to relax with weather reports. Don't entertain him/her. Use the thirty seconds to make an appointment. If you've got more time, the prospect will keep speaking to you without mentioning time limits. Most speeches can be honed down to 180 seconds and still have impact.
Practice.
Don't be put off by coolness or negativity. This reaction can be rough for most of us because it can mean rejection. An irritated or angry voice on the other end brings up that queasy feeling below the heart. Don't take it personally. Instead, take a deep breath and be pleasant. Unless you're personally insulted beyond the purpose of the call, be understanding of their momentary agitation and offer to call back. You may have gotten them right after a fight with a spouse or the plumber; unpleasant news might have reached them right before your call. Allow for unpredictable responses and bad moods on the other end.
Rejection isn't fun but its part of the selling game. A Psychology Today, article on sales, written by Donald I. Moine commented so accurately: "Sales, perhaps more than any other profession, is a psychological laboratory for testing human intelligence, persistence, persuasiveness, and resilience: the ability to deal with rejection on a daily basis."
It may surprise you to learn that successful salespeople feel rejection, but they don't let it direct their lives. Just chalk up a no. remember it's their loss, give yourself points for trying and dial the next number.
Making the call
Identify yourself and why you're calling. Lead in with your name, company affiliation, and who referred you, if that's the case. You automatically become a little more than an unfamiliar voice on the phone: "Betty, this is lane Green. Barbara Bennett suggested I call you. I'm a sales director with Mary Kay Cosmetics and I'd like to set up an appointment with you for a complimentary facial. Do you have a minute to talk?"
If you can establish a "grabber"-a benefit for them-do it in the introduction. In this case I offered her a complimentary facial. With other companies, you could mention a free gift (Fuller Brush), or stress convenience and custom styling (Don-caster) or suggest quality in health products bought wholesale (Shaklee). Since they don't have the product in front of them to touch, see. smell, or taste, you're arousing their interest with more of a reason to keep listening, even if it's just information they can use.
Let's assume Betty takes the call and doesn't put you off. Bring up a personal but safe bit of information you've learned about her from your contact. Take the next sales step: "Barbara told me you're such a busy person these days, but I'd like the opportunity to have you try our products. There's no obligation to you. Betty. And I know you'll love them."
You've acknowledged her schedule and hopefully drawn her psychologically into the selling process. She knows it will cost her nothing to try the products (or examine the samples), besides getting a token gift for her time. Depending on the company, you may want to stress the convenience of direct sales or the kind of needed service you'll provide.
Make the appointment for her. Betty is still interested and on the phone you are enthusiastic. Tell her when you'd like to demonstrate the products or show the new line. Do not ask her if she's got the time. "I'm having a skin care class this coming Monday and I'd love to include you. The class is limited to six, though, so I should make a reservation for you now."
The skin care class for Mary Kay products is a variation of the "party plan." popularized by Tupperware and Stanley Home Products (Stanhome). Jafra, Sarah Coventry, and Shaklee are three other companies (among others) who also use this selling technique. If your company's policy recommends one-to-one selling, make the appointment with: "I'll be happy to come over Monday or Tuesday afternoon of next week. I know you're busy and so am I, but I'll juggle my schedule to what's best for you." Then, if she cannot attend, ask her.
"'Which is better for you - Morning, afternoon, or evening; the beginning or end of the week?"
While she's deciding, reinforce a selling point: "I'm looking forward to meeting you. Betty. Barbara told me you'd been thinking about trying our products. I know you'll be really pleased when you do."
Get the appointment. If Betty can't make it Monday (party plan) or either day (one-to-one), keep negotiating until you both set an absolute date and time. My recommendation is to never book more than two weeks ahead-people cancel out more freely. In the case of party plan I'd go to see Betty personally if it looked as if she could not get to a skin care class for a month or so. I don't want to lose her as a potential customer or recruit, and I'll see her at any time that doesn't conflict with another appointment and is convenient for her.
Reminders
- Keep the call warm and interactive. Use the name of the person who recommended her as well as the prospect's name in the conversation. This will draw her into the selling process.
- State the benefit or service your product offers.
- Use compliments without gushing.
- Don't sell the products over the phone, but sell yourself.
- Tantalize the prospect to get an appointment.
- Make the appointment!
She's too busy. If you cannot get her to make a tentative appointment, strongly recommend the product to her and ask once more for a meeting: "Betty, using these products will bring you compliments! I'd love the chance to have you try them. I can call again in three weeks and see how your schedule is." Don't stop talking until you get a firm NO! Betty may be unable to say no and will come back with: "'I'm just not interested." At this juncture, I'd be direct and ask her: "Is there any season that might be a better time to meet with you? Or is it that you don't want to try the products at all?" If she says it's okay to call sometime in the future, thank her and end on a warm note. Should she decline, thank her and leave with a pleasant "I'll be thinking of you, Betty and hope we can meet someday." Immediately make your next call.
She's loyal to another product. Agree with her on her choice, and then segue to your proposal: "I know. Betty, the ABC Makeup Company markets a wonderful product. That's why I'd like your opinion of Mary Kay's." Betty's still loyal to the ABC Company and won't back down to book an appointment. You may have to end with: "Betty, use the ABC products for now but I'm going to be thinking of you and call back. In the meantime, can you think of someone who would enjoy a complimentary facial? Perhaps you have a friend who isn't as happy as she could be with the products she's using, or a friend with skin problems, or just someone you'd like to do something nice for? If so, I'd like to have her name and for the referral I'll have a lovely gift for you."
If you don't get a chance for a sale with Betty, be courageous and ask for a referral. There's nothing to lose at this point.
When your product is clothing, make an effort to find out if Betty's loyalty is directed at prestige designer labels or economy lines. Sell her on your company's service, the detailing the fabric, the understated look at the right price, the fashion sense: "If you want a designer label. I can't help you. Betty. But I can offer the kind of value and personal service you won't find in a store for a comparable price." Are you selling house wares, jewelry, fragrances, books, products that "go down the drain"-shampoo, detergents, cleaning fluids etc.-vitamins or health foods? Emphasize what makes your product different and of greater value and benefit to her. Again, if she refuses, suggest calling her again in six months.
She is low on cash. Most direct sales companies have low starter fees, no starter fees, or a minimal amount to stock a sample case or demonstration kit. This might be a good opportunity to ask if she's interested in trying your product at no cost to her with the idea of joining your company. Get more information from her. Be sensitive to the situation. Probe without her feeling that you are intruding into her life or suggesting a course of action might offend her: "Betty. I understand. So many people in direct sales have created terrific careers starting out with your exact problem! I'd like to drop by to show you the range of products and have you try them. I can also bring information about the company and show you how easy and low-cost it would be for you to begin a part-time or full-time career with us."
If she's interested in hearing more, relate one example of a success story that she can identify with. Then try to get an appointment. Don't stop until you get a firm NO!
Final Reminders on Calling
It'll take a bit of experience, but you'll soon master the art of telephone techniques. Once again I can guarantee greater success if you approach the whole matter with a positive attitude. Your prospects will be able to discern boredom or lethargy or irritation in your tone of voice. If you project indifference, why should they be enthusiastic and buy?
Psychiatrist David Viscott M.D.. in his book “Taking Care of Business”, listed what messages a voice should convey to others on a business call. They are:
- "I'm glad you called."
- "I have the time to understand what you want."
- "We can solve it."
- "I'm sure we can find a way to work together."
- "You matter."
- "Your business is important."
- "This is a good place to work."
- "We like people."
Enthusiasm
Anyone who is successful in direct sales knows how important the right attitude is in this business, and that begins with enthusiasm. Without it we are pretty much nowhere. I can't imagine selling a product by droning on noncommittally about it or describing a job to someone in an offhand or dejected manner and hope they are inspired to do what I do!
At a meeting I attended a number of years ago, a Mary Kay national sales director revealed an interesting side of herself. She told us this story. Sometimes, she's feeling low or exhausted, but it's Sunday night and she's got to make phone calls to gather people for her Monday meetings. She's not interested in turning the focus of the call onto herself and why she might be worn out. Instead, she wants to get everyone fired up to do business that will take place twenty-four hours from then. So if she's out of natural enthusiasm, she fakes it by running up and down her stairs a few times! When she's nearly breathless, she dashes to the phone, dials a number and says in what passes for (nearly breathless) genuine enthusiasm in her voice, "Oh. Lane! I can't wait to tell you about our meeting tomorrow and I want you to please come as my guest!" The trick works for her and has helped her become one of the top people in the company.
Though we need a solid foundation of information and expertise which we eventually acquire through experience, it's enthusiasm that gets us if not breathless, then eager and committed. Enthusiasm I truly believe is not only important but it's often the make-or-break factor in a sale. Without that injection of personal energy, sales would be a dreary, mechanical act much like dropping a coin in a vending machine pulling the lever, and fishing the candy out of the slot.
Enthusiasm is motivating. It creates a sense of activity ones sale gets you going. You want to duplicate that success and keep selling!
Enthusiasm is seductive, all that bounce, excitement, and hope.
Enthusiasm is contagious. When you love what you sell others may not only buy from you but some will be inspired enough to join your business and thereby (in a number of cases) increase your income.
Enthusiasm is critical to success in sales, but it requires a solid foundation to support it. Unless there's commitment, responsibility, follow-through, it's impossible to build an ongoing career.
Enthusiasm can also spark original ideas. Even a miracle can happen, as with a $3 5,000 commission on a sale made in the course of an hour or so. It happened this way:
One morning when I was driving past the bank, I got a flash that a bank might be a good place to sell Mary Kay products-but in a unique way. The bank was one of those multiservice operations that offered premiums-gifts, really to new depositors who opened a savings account and were obliged to leave the money in for a prescribed period of time. At some point or other, you've probably opened such an account and gotten a choice of heating pad, electric fry pan, blanket or any one of the usual assortment of house wares. So had I. Then I thought, why not investigate the bank's policy of adding cosmetics to the promotion? I called and made an appointment to see a manager there.
I'd only been selling about a year on a part-time basis when I set up this meeting. My selling point to the bank was that not only were the products terrific, but they were an unusual premium that would gain attention and draw a greater number of depositors. So determined to do the seemingly impossible, I covered the manager's desk with samples and proceeded to demonstrate them. He tried the lotions and fragrances on his wrist while any female bank employee who chanced to walk by and look into his office was invited to try anything she chose. Everyone appeared pleased.
And so about an hour later, I left with a huge order from the bank. They were as sure as I was that the Mary Kay line would be right for them.
Months later I asked the manager why he chose to buy my line of products. He told me that salespeople come and sit in his office and drone on about their products-clocks, blankets, whatever. No matter what they are selling me, he said, they sound bored. "You were so enthusiastic." he told me, "I was sold immediately."
I couldn't tell you what was in my actual sales presentation and I'm sure that he couldn't either. Actually, it didn't matter. I know that my presentation and product demonstration may have had clumsy moments, but it was fulfilling to know that genuine enthusiasm tipped the scales toward success.
Careers can find a basis in a positive attitude and amiability. But a sales career cannot be built solely on charm, though many a charmer has tried. Enthusiasm can actually be misused and interfere with progress and success.
To demonstrate, there's the true story of a onetime friend whom I protect with the name Vicki-a woman believing entirely in the power of "sizzle" to advance her career.
Vicki thought she was born to sell that she could talk anyone into buying anything. Her strong points were star-quality personality and magnetism, but you also believed in her. She showed sincere interest in you. She got you to need whatever she was selling in a way that fully convinced you it was pure idea to invite her over so you could buy what she sold!
Unfortunately Vicki was as charmed by her own dynamism as any of her captivated clients or customers. She liked perpetuating the image of the great sales personality-winning friends while clinching deals and making money. Her problem- her "hustle" had a flip side that wasn't so endearing. Instead of seeing her sale through to the end she would lose interest midway and chase off to sell the next guy!
Vicki would forget the details-like getting shipments on time, placing orders correctly, and following up. In the process she irritated and inconvenienced people and consequently lost many sales.
Know that compelling personality may get you in the door (even win you a second or third chance to make good when you mess up), but it's wasted effort unless you remember the golden rule of sales: No company can operate by only selling someone once. And the best way to sell someone something once is to not deliver what was originally promised. Vicki was guilty of this.
Many businesses (large and small) have tumbled with a Vicki (or Vic) selling nothing but blue sky. And many careers have been sunk when a Vic (or a Vicki) tried to get by on personality alone while neglecting the actual details of running a business.
Just as people may be fooled by sizzle (but not too often from the same source) so will they not be taken in by false enthusiasm for very long. Phoniness shows. Almost everyone sees through the act. It puts a dreadful strain on you and you may turn off your sales prospects forever.
The best you can do is to like your product and love selling it.
Body Language
Let's assume you're in sales and are facing two very different prospects. The first, Mr. Brown, is distracted and seems irritated. His forehead is wrinkled and his arms are crossed tightly on his chest. He's listening to you and though he's not saying no, he's certainly not saying yes either.
The second man, Mr. Davis, is also there, sitting opposite you. He seems attentive and has a pleasant expression on his face. His hands are resting casually on the table. He's also not saying yes, but he's not saying no either.
Which of these two men would be your most likely customer? I'd choose the latter without a moment's hesitation.
Why? The second list of signals tells you immediately that you have a chance! First, the attentive attitude-Mr. Davis is with you. He seems to be listening to what you have to say. Mr. Brown is not interested and it seems like he'd rather be doing something else. (Keep in mind that sometimes a distracted manner is just a way for the person to think he's in charge of the situation. He may want you to work harder to get his sale by making you think you'll be rejected at any moment. Experience will soon tell you if this is the case and if you've really lost the sale or if you should give your prospect a few extra minutes and a compliment.)
The second body language clue as to which person is easier to sell is that Mr. Davis appears to be pleased in your company. Some people can say no with a smile, but if they're listening to you with a pleasant expression while you're trying to make a sale, you probably will. Rarely will you hear a yes formed by pursed lips or "I'll take it," uttered through a frown. That easygoing look speaks approval. Mr. Brown is probably doubtful or disapproving about what he's hearing-to wit, his furrowed brow.
A third clue to what each man is thinking is his body language. Mr. Davis is not exactly touching you but by extending his arms outward on the table in a relaxed way he reveals he's comfortable with you and what you're doing. It's a welcoming gesture. And Mr. Brown? Arms crossed on the chest are both a self-protective gesture and one that keeps you at a distance. Arms crossed this way usually signify disapproval at what is happening and may be accompanied by a negative remark.
Mr. Brown and Mr. Davis demonstrate the simpler forms of body language-those unspoken words and nonverbal clues that reveal additional information as to how they're feeling or thinking. Like Brown and Davis, everyone uses body language and uses it all the time. Sometimes it's done so unconsciously that you are not even aware of how you're sitting or what expression is on your face. I'm sure you have had people respond verbally to your nonverbal opinions, and it's surprised you.
At various times, body language signals friends, foes, and family to come forward or stay away-to tell them we dislike or distrust them that we love or feel fondly toward them. All this is revealed to us literally by the subtle blink of an eye, a slouch or the tip of a head.
I include the science of body language because it's such a big part of selling. These subtle signals are critical helpmates in sales-tune in to them correctly and project positive ones of your own and you'll increase sales success tenfold, especially in direct sales. You are always one-on-one with a potential customer in a fairly intimate setting that is their house or a friend's house. They're in a cordial, familiar environment and hopefully more comfortable and more open to a sale. You not only bring your products with you but you bring your goals and your own body language. Are you like Mr. Brown or Mr. Davis when dealing with a potential customer?
Books have been written on body language-with full "dictionaries" to clarify the meaning of gestures. They're worth reading and I think, you'll enjoy them as well for their entertaining aspect of self-recognition. At the very least, you should be aware of these few important body signals:
- Spoken words have a greater impact psychologically if they are said standing up while those listening are sitting. A similar benefit can be had if the authority is sitting on a taller chair or on a chair separated from the group to give the illusion of being superior. The superior/inferior position is common. For example, with teachers and students. This position lets others know that you're in command while imparting information.
- In sales, however, you're going to strive for a point closer to equality-letting others be slightly in the "superior" position without you actually feeling "inferior." I think this is the best bet for better communication: Sit next to your potential customers and lean in toward them. Dipping a bit automatically creates the sensation of being slightly submissive even if you are pounds heavier and inches bigger than the customer.
- I know there is nothing more unsettling than being stared at for a long period of time. You feel as if you're being scrutinized. Salespeople are often reminded to maintain eye contact, but don't overdo it as if you were a night club hypnotist instead of a friendly merchandiser. You may think it appears as if you're fascinated, but most folks find the stare intrusive and challenging.
- Not making eye contact for more than a fragment of a second is equally straining. Most people don't trust anyone who won't look at them as if they have something to hide. What you're hiding (or protecting) may be your self-consciousness and shyness, but it's read (in body language terms) as a negative sign. If you have trouble looking at someone for normal amounts of time, practice eye contact on yourself in the mirror.
- Leg swinging, leg shaking, pen clicking, or any other distracting habit or gesture only draws attention to you (and the tic) and away from your intention, which is to make a sale. Be aware of how you sit when speaking to others. I know you may be nervous the first few times out and in spite of yourself. some part of you may set itself in motion, like leg shaking, lb help offset these sometimes unconscious tics, practice your speech out loud at home and rehearse what you want to say. Ask yourself the kind of challenging, nervous-making questions you think you might be asked by customers or recruits. Feel what happens to your system. If you simulate the experience and prepare yourself with answers to these questions, you'll definitely feel more relaxed when you get to the real thing. Preparation, experience, and rehearsal are often the cure for "the shakes."
