How To Trigger Positive Cold Calling Responses To Achieve Sales Objectives

Writen by Steve Martinez

What I enjoyed about making cold calls was the challenge of gathering information. At one point in my sales career, I was selling copiers so cold calling was part of the job. What I learned during that period has helped me immensely. The goal of every contact was to learn something from each door you pushed open. Gathering reliable information is always the goal. Learning to heighten my comfort level, elevate my listening skills and become more observant was the key to my success. These skills helped to recognize when someone wasn't telling me the raw truth. Human behavior doesn't change all that much which is why receptionist are easy to read and good readers of salespeople.

Be advised that I don't have a degree in human behavior, my education comes directly from making thousands of cold calls and observing what happens when we trigger the right or wrong response. What I learned was that the typical receptionist or anyone for that matter prefers to do what they enjoy doing.

Logic dictates that when anyone hires a receptionist as a representative of their company, they always hire a friendly personality. This individual therefore has a preference to be helpful and tell the truth. Understanding this fact changed the way I made cold calls. My initial role in cold calling either on the telephone or in person is to trigger the friendly helpful response. I want to draw out this friendly person, NOT the protector.

If I was to act like or look similar to a salesperson, what do you think happens? In a split second they recognize me for who I am. So, they lie to me and protect their co-workers. They lie because I awaken the wrong person. I awaken the protector mode the receptionist must perform when they recognize an opponent. We are the opponent when we are in sales. The secret to success is to trigger the friendly, helpful response.

It is amazingly easy to trigger this mental switch. All I have to do is act like a person who needs help. Once accomplished, I get all the help I need. The receptionist is like putty in my hand. The manner in which questions are asked and the need for help makes a huge difference.

When I first started cold calling, the receptionist had the advantage the minute I told them who I was and where I was from. It was the tell tale sign of a salesperson. I wised up and stopped doing this. Instead I changed my pattern and began asking for help and appearing as if I was lost. This began my success pattern and triggered the preferred response. What was amazing was the ability to walk into a location and never tell them whom I was or where I was from but still learn what I wanted to know when I walked out the door. This knowledge made sales a fun game and changed the way I discovered opportunities.

Steve Martinez implements sales management strategies with a focus on automating sales for printing organizations. Selling Magic teaches businesses how to automate and customizing ACT or Outlook with the best practices of sales management while integrating email marketing and technology for greater profits. http://www.sellingmagic.com

Truths For Introverts Who Sell What We Dont Need To Learn The Extroverted Hard Way Part Six

Writen by Patricia Weber

"Why are you so quiet?" "Don't you have anything you want to say?" "Do you have anything you want to contribute to the conversation?" Questions that can often put an introvert on the defensive. And when it comes from a socializing extrovert it can sound like we just committed the faux pas of a lifetime.

Unless I know a subject well, I take time to reflect before I speak.

I am married to an extreme introvert for just over 35 years. He has admitted to me that some times, when discussing something for the first time, he just speaks what's on his mind. He doesn't reflect about how what he wants to say will affect who he is speaking with, or even what he wants to say. In particular, these are times that he might be confronting a situation with one of his employees. I asked him; doesn't he even pause momentarily to collect his thoughts in some way? The answer over the years is always, "I wish I did!" He is an experienced professional in his field so of course he does know his "subject well," and can speak unhesitatingly and correctly in this context.

In general, introverts, tend towards contributing to conversations with well thought out and even innovative ideas. When we appear aloof or withdrawn, our head is actually in a sandbox of sorts. We take in the information, the surroundings, the activities and process it. The sand sculpture we build is quite near the architectural blueprint as you can find. On the playground, after all, we gain our energy from the sandbox of thinking and planning.

The extroverts are in their own sandbox. They may end up building and rebuilding and building again the same castle. If the extrovert had a blueprint, you might see the artist's rendition is not quite what the sandbox castle builder created – and the sandbox player might even profess that.

As I think about this trait, it works in building self-confidence and self-esteem is to be clearly understood. People hear us as articulate when we do open our mouth. Taking time to reflect is helpful is many situations, particularly sales and business situations when you quite often are not given a second chance.

Notice how good it feels the next time you take time to contemplate what you want to say. This is an energy-giving trait for us. And it can astound people with the depth, creativity and even humor of our addition to a conversation.

Want to know if you are more introverted than not? Assess your degree of introversion at http://www.prostrategies.com/free/Type_Assess.php

You can also sign up at Pat's website at http://www.prostrategies.com for her free teleclasses! And a free monthly ezine.

Pat Weber - coach, certified telelcass leader, and corporate trainer, America's #1 Coach for Introverts. Working with salespeople, independent professionals and small business owners, to be as successful as you want to be, have fun and work with more energy.

How To Create Material That Will Get You Sales Now

Writen by DeAnna Spencer

WHY ARE YOU WRITING THIS BROCHURE OR SALES LETTER?

A great deal of money is wasted each day putting out useless sales and marketing material. Material that was written for the wrong reason or the writer forgot its purpose after he started writing it or fell in love with his own words.

The single purpose of any marketing communications is to get the reader to take action. That action may be to request additional information or to phone in or send in an order. Before you write any marketing document be sure you are clearly focused on this point. As you write each sentence and each paragraph, constantly ask yourself whether what you are writing will get your prospect to act.

It is easy to get sidetracked but don't fall into this trap.. Your purpose is not to tell the readers how clever you are or how great your company is to try to entertain your reader. Your only objective in writing this material is to get your prospect to:

1. Send in or call in an order. 2. Obtain more information, if that is your intent.

So, before you write your material, write down its purpose and then stick to it.

The focus should always be on the prospect, not the writer!

All of us are barraged with direct mail pieces every day. Have you noticed how many of them, even in the opening paragraph, miss the point which is you the reader and your needs.

Here are two examples. Both were written by magazines with the purpose, I assume, to get the reader to spend advertising dollars. You decide which one is doing the job.

I. Avertiser's Introductory Special

Advertiser:

The XYZ Magazine is a monthly national mail order newspaper which is circulated by mail... Our readership of 1,000,000 are mail order responsive subscribers, Opportunity Seekers, Investors, Salespeople, etc...........................

2. Looking For A Fresh Start?

Millions of Americans have a dream, and that dream is to become rich and successful in an exciting, lucrative business of their own -- What better way than to start through classified advertising.

When you receive a sales letter or brochure that focuses on you, don't you take notice and get further into the material?

Make it a practice, at least until you become more experienced to scan each and every promotional piece that is sent to you. You will quickly establish the difference between effective and ineffective material.

Some Research Will be Helpful

Writing the right material but directing it to the wrong person is fatal. Don't you get annoyed when you get addressed as married when you are

happily single? Don't you hate it when you get material for homeowners when you live in an

apartment? When customers get material that has absolutely nothing to do with their needs or interests, it gets thrown out.

Know who you are writing to and what that person wants. How can he benefit by what you have to offer. One way you can accomplish this is by picking out those classified or display ads that resemble what you want to sell. Then send in for more information. You soon learn how the product is being marketed by different companies.

The very best way to write material that reaches the prospect is by writing to one person rather than writing for mass appeal. It will keep your style easy and friendly.

Lethargy is human nature and overcoming it will be one of your greatest challenges. Most of us are lethargic by nature. If we can do it tomorrow or nest week, why not. People feel if they don't take any action they cannot make a mistake. Every marketer has the formidable challenge of overcoming theses "Non-action Tendencies."

The anxiety/fear syndrome can be effectively used to overcome the above. For example: "This is a limited offer." This offer must be exercised by date. Be believable in what you are saying. Consider using testimonials, government studies, well known research, etc. to aid you in making your point.

For example, research pertaining to the start of any enterprise indicates that before any business can be started, someone initially has an idea and then at some crucial moment takes the first step. It is when he translates the mental commitment into a physical act. This may be the purchase of a book, report, franchise, distributorship, going out and looking for a site for a retail outlet. etc.

This is why you see so many marketing documents how the marketer uses this fact in trying to overcome the resistance of inaction. There are many other ways you will think of in overcoming this resistance.

Features of you product or service such as how fast you deliver something, what color it is,, how it can be assembled are far less important to the buyer than benefits are to him.

The benefit of sitting on you new outdoor furniture, on your patio on a warm summer evening and enjoying a cool beer are far more important than the fact that this outdoor furniture is constructed of the finest material,, comes in four different colors, is delivered in 10 days and has a 30 day money back guaranty.

All you have to do is to watch the car commercials, of the manufacturers, not the dealers. What is the last time you have seen one that gives you much, if any information on the car. What do you see in many of these T.V. car commercials? Beautiful women, healthy looking young men, a beautiful sunset on the Pacific Ocean, and wonderful background music. The shiny new car, of course, is part of the scenery. But none of it really has anything to do with what a car provides, transportation, reliability, performance, etc.

There are many way in which you can turn features into benefits by carefully weaving it all together. The fact that this lawn furniture you are selling is delivered in just 10 days brings the benefit of sitting on it, on a summer evening so much faster to your buyer.

Making an Offer and Asking for the Order

It is a mistake to leave it up to the prospect to take action and when to take it. If you leave it up to your prospect what to do and when to do it you may never get the order. He will have many distractions after he puts your offer down. The more time goes by the less likely he will send an order. So give him a reason why to take action NOW. You have already told him why he will benefit by your product.

Your prospect already has decided that he needs what you are offering because of the great benefits to him. Now, give him a compelling reason why he should act, now.

Making the Various Pieces of Your Material Fit

Your sales letter, your brochure, etc. must fit. Since you wan t to do a better job than your competitor and this takes time and effort, chances are very good that whatever you create is worked on over a period of time. The brochure may be created one week and the sales letter a few days later. Make sure that it all fits and complements each other. Stick to your original outline which should be written down before you ever get started.

Some Final Thoughts

After it is all done give it one more review. Wait a couple of days and read it again. Then ask these questions: Is it directed to the prospect or is it about me. Is it of benefit to him? Am I making my strongest benefit. Research indicates that the recipient of a direct mail piece takes about 8 seconds to decide whether to read on. So, give it your very best shot right at the start.

You are satisfied it is the best you can create. If you have come to that point it is important you get someone else confirm that for you. This should be someone who does not have a material interest in your offer.

When you create great marketing piece and it gets you the results which you planned for -- more orders, more revenue and more profit-- you will feel very good. Getting there is half as difficult as it may seem. All it takes is a little practice and a little more practice...Don't forget patience!

Copyright 2004 by DeAnna Spencer

DeAnna Spencer is a virtual assistant that helps entrepreneurs run a successful business by providing affordable administrative help. She also publishes a blog for small business owners. Visit this small business resource today.