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Using The Phone And Social Media To Get More Business


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Using The Phone And Social Media To Get More Business

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  2. 2. Some Of My Clients copyright 2009 Peter Belanger 2
  3. 3. Peter Belanger and my TeamADD DAVIDTom Rocca Karen Crawford Dr. Eileen Connolly Jeff Baker K copyright 2009 Peter Belanger 3
  4. 4. What “Call Center” Means To Most Of Us copyright 2009 Peter Belanger 4
  5. 5. What “Telesalesperson” Means To Most Of Us (and What it Means to Me!) copyright 2009 Peter Belanger 5
  6. 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. 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. 8. “It Won’t Work In My Business” And “We’re Too Small”My clients sell shrimp, protocol analyzers, investmentservices, insurance, software, magazines, blood reagents,guitars, drugs, wedding invitations, movies, routers, planners,lottery tickets, food systems, medical instruments, safetyproducts, prototyping machines, security systems, storagedevices, 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. Theyused the phone and support media almost exclusively to getbusiness. copyright 2009 Peter Belanger 8
  9. 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. 10. The Cold Call Curve• You’ve got about 10 seconds to do 4 things! copyright 2009 Peter Belanger 10
  11. 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. 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. 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. 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. 15. A Classic Follow-Up Mistake• The 3 brain-dead questions• A better idea: copyright 2009 Peter Belanger 15
  16. 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. 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. 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. 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. 20. A Really Useful Tool!• The CallCoach form copyright 2009 Peter Belanger 20
  21. 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. 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. 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. 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 copyright 2009 Peter Belanger 24