Mapping Out the Successful Campaign
Mapping Out the Successful Campaign
- create interest;
- describe the benefits of your product or service;
- obtain and understand the response you get to your sales message;
- overcome objections and, if possible, close the sale.
Before picking up that phone, pause and ask yourself, "Why am I calling this account?"
Depending on the type of call and the type of business you represent, your answer (your call objectives) might be to:
- qualify prospects
- build a customer profile
- make initial contacts
- identify the decision-maker
- announce special sales or discounts
- provide new product information
- follow up on past orders
- head off the competition
- obtain a testimonial or a referral
# Attention Grabbers
Incorporating attention-getting ideas into your sales message depends on your understanding of your product and your sales contact.
Here are a few approaches you might try:
The service approach. Get your customer´s attention by offering service. "Good afternoon, Mr. Washington. This is Polly Parker of Acme Nuts and Bolts. Many of our customers find that our new "Bolts-to-Go" service is a convenient way to shop for hardware.
The endorsement approach. Nothing works like a referral from a friend, colleague, or even a competitor. "Good morning, Mrs. Gonzalez. This is Tom Jones of Universal Stationer. One of your associates, Brenda Beeline, suggested that you might be interested in some ideas to manage your stationery inventory."
The last opportunity approach. A deadline, limited offers, once-in-a-lifetime opportunity presents a strong motivator. "hello, Mr. Black. This is Flora Fauna of American Notions. We´re running a special ribbon sale that I know you´ll want to take advantage of. The sale ends at 5 o´clock this afternoon."
The special fact approach. News about your customer´s business is attention getting. "Good day, Mr. IGonzalez. This is James Monroe of Flights of Fancy Helicopter Service. I just received the results of a helicopter usage study of companies like yours."
The special offer approach. This month, you´ll get an additional 12-month service warranty free." Or, "If you order a six-month supply, we´ll defer billing for 60 days."
The survey approach. "Ýour industry´s association reported that almost 73 percent of the companies surveyed had problems with over-inventory. What is your experience?"
A few more important points;
Make sure you know who the decision-maker is at any given point in the sales cycle. And, if you don´t know, ask.
Referrals should be one of your prime objectives. At the end of each call, ask if your sales contact knows of anyone else who would be interested in your product - regardless of whether or not you´ve closed the sale.
Prospecting is as important to the telemarketer as it is to the direct sales force. Read the business pages, the trade publications, talk to colleagues and other people in the firm you´re contacting. Check out their web site. Find out as much as you can about the company´s buying patterns, budgeting process, division of administrative responsibilities, etc.
Persistence counts. According to a recent National Sales Executive Association survey, 80 percent of all new sales are made after the fifth call to the same prospect. While that study surveyed direct sales, telemarketers would do well to take note. So, review your prospect list regularly and make those follow-up calls.
Mapping Out the Successful Campaign - To learn more about this author, visit John Brennan's Website.
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Let´s look first at your call objectives. For every call you make - or receive - your overall call objectives should be to:
- create interest;
- describe the benefits of your product or service;
- obtain and understand the response you get to your sales message;
- overcome objections and, if possible, close the sale.
Before picking up that phone, pause and ask yourself, "Why am I calling this account?"
Depending on the type of call and the type of business you represent, your answer (your call objectives) might be to:
- qualify prospects
- build a customer profile
- make initial contacts
- identify the decision-maker
- announce special sales or discounts
- provide new product information
- follow up on past orders
- head off the competition
- obtain a testimonial or a referral
# Attention Grabbers
Incorporating attention-getting ideas into your sales message depends on your understanding of your product and your sales contact.
Here are a few approaches you might try:
The service approach. Get your customer´s attention by offering service. "Good afternoon, Mr. Washington. This is Polly Parker of Acme Nuts and Bolts. Many of our customers find that our new "Bolts-to-Go" service is a convenient way to shop for hardware.
The endorsement approach. Nothing works like a referral from a friend, colleague, or even a competitor. "Good morning, Mrs. Gonzalez. This is Tom Jones of Universal Stationer. One of your associates, Brenda Beeline, suggested that you might be interested in some ideas to manage your stationery inventory."
The last opportunity approach. A deadline, limited offers, once-in-a-lifetime opportunity presents a strong motivator. "hello, Mr. Black. This is Flora Fauna of American Notions. We´re running a special ribbon sale that I know you´ll want to take advantage of. The sale ends at 5 o´clock this afternoon."
The special fact approach. News about your customer´s business is attention getting. "Good day, Mr. IGonzalez. This is James Monroe of Flights of Fancy Helicopter Service. I just received the results of a helicopter usage study of companies like yours."
The special offer approach. This month, you´ll get an additional 12-month service warranty free." Or, "If you order a six-month supply, we´ll defer billing for 60 days."
The survey approach. "Ýour industry´s association reported that almost 73 percent of the companies surveyed had problems with over-inventory. What is your experience?"
A few more important points;
Make sure you know who the decision-maker is at any given point in the sales cycle. And, if you don´t know, ask.
Referrals should be one of your prime objectives. At the end of each call, ask if your sales contact knows of anyone else who would be interested in your product - regardless of whether or not you´ve closed the sale.
Prospecting is as important to the telemarketer as it is to the direct sales force. Read the business pages, the trade publications, talk to colleagues and other people in the firm you´re contacting. Check out their web site. Find out as much as you can about the company´s buying patterns, budgeting process, division of administrative responsibilities, etc.
Persistence counts. According to a recent National Sales Executive Association survey, 80 percent of all new sales are made after the fifth call to the same prospect. While that study surveyed direct sales, telemarketers would do well to take note. So, review your prospect list regularly and make those follow-up calls.
Mapping Out the Successful Campaign - To learn more about this author, visit John Brennan's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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