6. Typical Sales Pitch
• (2 second delay)… Hi, Jane, this is Alex Bell, how
are you today? I’m calling with ABC Debt
Reduction Services but I’m not selling anything
today… we provide home owners with the ability
to reduce their credit card debt by more than half
at absolutely no cost to you and I wanted to
spend a few moments with you…
copyright 2009 Peter Belanger 6
7. If It’s So Terrible, Why Use The Phone?
• It’s the only medium combining volume contact AND personal attention!
• 17X less expensive than face-to-face selling
• According to a recent Expertise Marketing Research Report, "of 30
possible marketing tactics... [cold calling] rose to the top as the most
effective". A Marketing Sherpa survey found 45%-53% of the executives
interviewed stated a cold call helped vendors get on the shortlist for
purchase.
• And when it’s done right, it works brilliantly:
– VerMed
– Microsoft
– MityLite
– Kinecta
– ATS
– CWC
copyright 2009 Peter Belanger 7
8. “It Won’t Work In My Business” And
“We’re Too Small”
My clients sell shrimp, protocol analyzers, investment
services, insurance, software, magazines, blood reagents,
guitars, drugs, wedding invitations, movies, routers, planners,
lottery tickets, food systems, medical instruments, safety
products, prototyping machines, security systems, storage
devices, you name it!
Too small? ATS was only seven people when I joined them.
When I left a few years later they had 120 employees. They
used the phone and support media almost exclusively to get
business.
copyright 2009 Peter Belanger 8
9. Why The Phone Is Often So Badly Used
In Business Development
• Because we’re all “experts” on the phone
• Because think only of the “one call close” campaigns
• Because even good salespeople get into terrible
habits (Mr. Bad Habits himself below, Keith Richards)
copyright 2009 Peter Belanger 9
10. The Cold Call Curve
• You’ve got about 10 seconds to do 4 things!
copyright 2009 Peter Belanger 10
11. The Puzzle!
• Getting even a simple idea from your brain to
another can be maddeningly difficult
• Spend three minutes on this puzzle
– Pick a partner and pick an A and a B
– Don’t open the envelopes until I say so
– You can say anything you want (no swearing)
– Be BACK TO BACK with your partner (pretend you’re
on the phone)
– If you think you’ve got it, raise your hand!
copyright 2009 Peter Belanger 11
12. Great Greetings And Headlines
• Greeting: Name, company, what company
does (ultra basic)
• Headline: Reason for the call
– Must be brief, compelling and non-threatening
– Three of the best:
• “Up-to-date catalog/info”
• “Procedure”
• “I’m a little confused… I hope you can help me!”
• Misdirection/gain time (voicetrees) “You know, I called ___ and I
had a tough time getting ____...”
copyright 2009 Peter Belanger 12
13. Reaching Decision Makers/Using Social
Media and Other Tools
• Ideal:
– “I was referred by…”
• Totally cold?
– Make screeners your friends
• Vulnerability is key
• Screeners know everything!
– Or…
• Get technical!
• End around -- reach a different buyer or department, misdial by one
number
• Always use a non-threatening approach
• Social Media and new 2.0, 3.0 databases
– LinkedIn, Twitter, Facebook, blogs, Wikipedia, Jigsaw, DemandBase, RSS feeds,
Youtube videos, etc.
copyright 2009 Peter Belanger 13
14. Voicemail Ideas That Really Work
• Have news to tell! Promise more!
• VM not returned still valuable
• Be vulnerable/self effacing
• Phone number early in call? (Always twice)
• “I know you get a lot of voicemails…”
• “If I’m barking up the wrong tree…”
• “You might be thinking “Just go away”, that’s fine too! Just call me and let
me know…”
• Inbound request or already know this person? Then get highly personal
and highly accessible
• Article: Handling Tough Screeners and Voicemail
copyright 2009 Peter Belanger 14
15. A Classic Follow-Up Mistake
• The 3 brain-dead questions
• A better idea:
copyright 2009 Peter Belanger 15
16. Surgical Qualifying
• 7-point probing method:
– Responsibility: EI TI UI PI
– Pain/problem:
– Impact:
– Budget:
– Urgency/time frame:
– Competition:
– Buying process:
• Use suggested answers, vulnerability, 9 Boxes of
Qualifying (Solution Selling/Bosworth)
copyright 2009 Peter Belanger 16
17. “Come Alive” Presentation
• Features? Snore.
• Advantages? Snore.
• Benefits?
– Combine what’s in it for them with a gut-level
demonstration
– Are you waiter #1, #2 or #3?
copyright 2009 Peter Belanger 17
18. The Best Ways To Handle Objections
• 1. The “speeding ticket” method
– An apology can profoundly shift the conversation
dynamic from confrontation to assistance
• 2. Referrals (classic example: feel, felt, found)
– General rule: To avoid premature objections,
avoid offering solutions till the buyer reveals how
he/she wants to be sold
copyright 2009 Peter Belanger 18
19. The Best Ways To Close
• My personal favorite, the Suggestive Close
– Article: 100 Ways to Close
• End with a “Risk Reducer”
copyright 2009 Peter Belanger 19
20. A Really Useful Tool!
• The CallCoach form
copyright 2009 Peter Belanger 20
21. 10 (+1) Best Phone Time Mgt. Tools
• Lock your door or cube
• Line up prospects in a good contact manager
• Set a one day/one hour goal.
– My personal day goal: 100 = 20-30 DMC
• Reduce initial “preparation” time – get into it!
• Make a 20 call burst
• Keep track of progress (Call Log or equivalent)
• Use a stereo headset
• Don’t let a no or a yes slow you down
• Keep notes complete but short
– Ex: “Int 144 ¾” bellows June (call May); get ok from Dr. Stone”
• Systematize emails, letters, faxes, proposals, quotes
• And now available: Virtual preview dialing!
copyright 2009 Peter Belanger 21
22. When And How To Outsource
• Outsource benefits:
– Fast ramp up, ramp down
– Calls will get done!
– Preview, predictive dialing options
– Costs can be comparable to in-house
– Actual reports for one client
• Outsource disadvantages:
– Passion often lacking
– Heavy training often required
– Turnover can be rampant
– Must be actively managed
– Communication can break down
copyright 2009 Peter Belanger 22
23. Inside Sales/Telesales Summary
• 17X less expensive per
decision maker contact
than field sales
• OR, can make field selling
much more efficient
• Small changes/new tools
get big results
• The first 10 seconds of
every conversation are
crucial
• Time management is vital
for ROI
copyright 2009 Peter Belanger 23
24. How To Reach Me:
• Copies available:
– Articles: Recession Proof your Inside Sales, 100 Ways
to Close, The Best Sales Approach Ever
– 10 Commandments, CallCoach form
• Questions?
– Call 818-383-1856 today and ask for Peter Belanger, or
email me at peter@salesrebound.com
copyright 2009 Peter Belanger 24
