Evaluación Intrínseca de los Extractos

“I’d like to talk about beginning a relationship.”

“I’m a real interesting guy and would like to set up a time for us to get together. Would 6:00 Friday be good?”

Ridiculous, cheesy, and a bit creepy.

Let’s put it in a different context. A sales rep calls and opens with:

“I’d like to talk about becoming one of your vendors.”

“I would like to talk about developing a relationship with your company.”

“We have some great products and would like to come out there and discuss them with you. Would 3:00 Thursday be good?”

Hmm, kind of puts it in perspective, doesn’t it? Granted, all of those requests could be the end result, but it is far too early to ask for a decision, or even hint at one, in the opening.

Important point: When your call arrives, prospects are not in the preferred state of mind to hear a request for a decision, or even the insinuation that you are going to ask for a decision of any type.

We must first earn the right to someone’s time by piquing curios-ity and quickly communicating some possible value. And we must keep earning it throughout our calls (and visits) to make appro-priate recommendations when the time is right, and then secure commitments.

“I’m Calling People in Your Area” and “I was Just Going Through My Records”

Oh, like that would make them feel special? They don’t want to be treated as if they’re just one of the names on the list you grabbed that day. People want to feel like they’re the only person you’re calling—not just one of the masses from a list of compiled names.

“I’m Updating My Database”

And why would they be inclined to help you do that?

“I’m Calling to Check in With You”

I jokingly refer to this as the probation officer approach. If you don’t have something of value to offer, don’t bother checking in.

“You and I Have Not Spoken Before”

That states the obvious; it’s a waste of words.

“As You Can Guess, This Is a Sales Call”

You’ve got to be kidding me! It’s as if the rep is saying, “Okay, I know I don’t have a shot, and you’re probably going to resist—but here goes.”

“Just Wanted to Reach Out to You”

On top of the “just,” what does reaching out mean—or do—for the listener?

The Baseball Opening

“Just wanted to touch base with you.”

See the previous example’s comments.

The “I’ve Got Too Much Time on My Hands” Call

“Thought I’d give you a call to see how it’s going.”

“Calling to See If You Received the E-Mail/Letter/Brochure/Package/

Catalog/Price List I Sent?”

Is the literature going to do the selling for you? If so, why are you needed? Granted, as we discussed, sending something can warm up a call, but do not ask if they received it. It adds no value and, again, gives them time to move into a defensive frame of mind.

Show and Tell

Such as in “I want to show you how we could help you” or “I want to tell you how.” Prospects interpret this as “Uh oh, sales pitch on the way. Raise the defense shields.” Showing and telling insinuates a one-way communication, not the message we want to send.

“I’m With . Are You Familiar With Us?”

If they aren’t familiar with you, you’ll have to explain your company anyway. It’s not to your advantage to do it after they have said, “No, I’m not familiar.” Plus, you haven’t given them a reason to answer your questions or to care about your company. If they answer that, yes, they are familiar with you, but they’re not a customer, it leads to the beginning of a potentially uncomfortable situation, almost putting the person on the defensive. You do indeed want to find out what they know about you—later. Do not make that the focus of your opening statement. After you’ve generated some interest and curiosity with your brilliant opener, you can say, “By the way, so I’m not being redundant with my questioning, does our company name sound familiar at all to you?”

“I’m Not Trying to Sell You Anything”

Do sales reps who use this line think that their prospects are idiots who believe that? I feel that prospects look at sales reps who use that phrase as liars. Of course, our ultimate intent is to sell—we know it, and they know it. Furthermore, making a statement like this is

a waste of time that could be better invested in moving the sales process forward, while not alienating a prospect who sees through the deception. For users and defenders of this technique, save your e-mails; I don’t want to see them. I’ve heard all the arguments for using this, such as it puts the other person at ease, it lets them know you’re not going to give them a pitch, and it positions you as more of an information-gatherer instead of a one-call closer salesperson.

Whatever.

We’re going to accomplish the same thing with our interest-creating opening without wasting words. If you begin calls by saying you’re not going to sell anything, then that will usually be your end result.

“Do You Have a Few Minutes to Talk?”

Let me clarify this one, since there are some exceptions. What I suggest you avoid is this:

Prospect: “Stan Jablonski.”

Sales Rep: “Hi, Stan. Andy Koval with Thurston Packaging. Do you have a minute?”

Let me ask you: If you were a decision maker who received a call like this, what would go through your mind? You don’t recognize this person or company, you are up to your neck in your work and just happened to pick up the interrupting ringing phone, and you’re asked if you have a minute? The typical reaction is “Not really” or

“Quick, what do you have?” Not the frame of mind we want them in.

This does not suggest, however, that you shouldn’t respect their time. How you do so is a matter of your personal choice; however, this approach isn’t it. As with some of the other phrases to avoid, I have the better alternative in the next chapter.

Being Assumptive in the Opening and Using