1. More often than not, when you
call John Smith at 3 in the
afternoon, a business owner,
you've got about 8 seconds to
prove whether you're
interesting enough for John to
continue to browse twitter while
half heartedly hearing you,
waiting for you to run out of your rebuttals and patience.
There was only one telemarketer that ever caught my attention. I'm always cordial because my
first sales job was cold calling, but I always start immediately with the "Put me on your Do not
call list" of doom where legally as a telemarketer you promptly
hang up on me. One telemarketer took a risk and instead of
hanging up he replied cheerfully "Sure... but it's going to cost you
500 dollars." ... I asked him to repeat himself and then I laughed for
a while. And then at that point he became a real person, with guts
who knew I wasn’t paying attention and called me on it. And for
that I at least owed him an ear. In the end I didn’t buy his product
but it was a good product, and as a marketer myself I'm always
interested in new products and can’t resist a good argument. I
wanted to see how much he knew about what he was selling and if
that's where his confidence was coming from. I gave him a couple leads, told him to use me as a
reference to get an in, and I know he made a couple sales from me.
That, my friend, is the Blatantly Untrue "Did I hear you right?" attention grabber.
No matter how polite someone is they are predisposed to think you are going to
scam them, or at least flaunt promises you can’t back up. Let’s face it that’s
advertisement. How else do you get ahead of the game and its the consumers
job to weed through all the BS and get to the Benefits. Like most people, they
know they are going to forget to cancel your free trial every single month for
the rest of their life because business owners don’t have time for things like free
2. trials. They’re not looking for free trials; they’re looking for a working service or
product that will benefit them. If you start out with the fact your offering a free
trial you might as well say "You might hate it and maybe it won’t work, and you
obviously are afraid of paying a dime on such a gamble of a product, so give it a
shot and see if you remember our number to cancel next month." That’s not
points of benefit, that’s showing yourself to the sales door because you said
your company is banking on the memory and results monitoring of an
overworked entrepreneur.
SO your first big hurdle is,
obviously, the "I’m not
interested". If they don’t
hang up, that means they
are complacently begging
you to tell them something
they don’t know,
something shocking. If you
start your spiel and 2
minutes in, you are hearing
"uh huh" and "maybe I’ll
think about it" they are
just enjoying the hum of
human conversation while
waiting in line at burger
king.
I first encountered the attention checker at my first telemarketing job. I was a newbie, and really it
was just a bucket list job to get my ex off my back about the fact that "selling stuff and writing and
making furniture" isn’t a REAL job. But I killed it. Because I believed in my product and I wasn’t jaded.
the money started pouring in and with it, confidence, and with confidence I was undefeatable. I of
course am one of those who needs to believe in my product to sell it, and really lucked out. My
company was full of veterans who started out at 17 slinging crappy magazines door to door across the
country pretending to be so and so's son from down the street. No matter what, they oozed the scam
factor, even though the product value was there they couldn’t believe it themselves. So every call I
3. made I was genuinely excited to talk about this cool new awesome deal we had, and I couldn’t wait to
(Not talk about the free trial) but explain how this product was going to change their lives and any
monthly fee they pay is going to be returned tenfold and this is why. That’s what they want to hear.
So what if they’re not listening then what?
Well back to attention checker. I worked next to this arrogant guy who would not sell the product,
but call up potential clients and tell them they were buying the product with so much confidence and
authority that it worked every time. If anyone questioned him he got away with rudeness I would
never get away with but it worked. (I don’t suggest this tactic it only works for a few and he was a
seasoned recruiter professional who knew who wanted to talk prices and who wanted to be told what
to do.). Those clients fall into a category of choice defectors. Just don’t give them one they don't want
to say yes because they can’t make up their mind and if you've got the guts to make up their mind for
them that's your ticket.
But the first time I heard him use the attention grabber it stopped me mid conversation and I had to
hang up on my client to check if he had lost his mind. I had gotten used to the drone of his "20
dollars? What is that in New York, a cup coffee? c’mon what're you doing, if you can’t afford 20
dollars you need a new business." sarcastic banter and the client was always giggling on the other
end. Weirdos, I thought. But this time he had been going at it for at least 5 minutes to endless
"mmhmm" and "Maybe call me back" and "I'm not interested" and that's when he said to his client
"Are you sure Mary, because today Mary, were giving away a
free llama."
I almost fell out of my chair and thought
she would hang up. He got a ten sale out
of her and beat the whole team for sales
that day, because he got Mary to listen
for a second, laugh, and then put down
her other smartphone and give up
Facebook for a minute to hear the
benefits. Anyone that will grab your
attention by offering llamas must have
something interesting to say.
4. "Oh I'm sorry I thought you were wanting to make money this
year I must've misdialed"
In the end I was only able to pull off the attention grabber a few times and never as well as
he did. My trick was the old giggle, and ooze niceness, until you can’t hang up on me because
your grandma would scold your technique. That, and I knew the ins and outs of my product
and I knew how to tailor my technique to each new person with versatility and speed. I was
gushing excitement, and it was catchy and rang true. I could transform from the sweet soft
voiced girl who you can’t hang up on, into the undefeatable rebuttal queen of arguments that
wouldn’t allow the client a single excuse for why they shouldn’t buy it, today and forever.
That was my surprise factor, my clients were expecting a sweet pleasant gal who
unfortunately worked for the big bad telemarketers, and instead found themselves floored
by the actual statistics and the fact they were reciting their credit card number. I wanted to
help them succeed and they trusted me. Don’t break that trust though, because you’ll lose
trust in yourself and your sales technique is shot. Don’t sell out. Sell success. Sell Mutual
benefit. I wasn’t reading a script I was telling a story, about you and where you would be in 5
years if you gave this a shot, because it worked and it was moderately priced, and there was a
free trial but who cares if it was 1000 a month after that if it brought back 3000 you profited
and that’s benefit.
On a side note I ended up getting "salesman" tricked right under my
nose by that sneaky salesman that worked next to me, he offered me
a ride to the bank one Friday to cash or checks and a month later we
lived together and 3 months later I was pregnant and I said "Hey! I
thought you said we were going to go to the bank and cash our checks
what happened?". He said:
"don’t worry you’re going to love our life, it’s going to be the best
choice you ever made, let me tell you about our life in 5 years...."
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