Will you do just about anything, including sending hundreds of letters, to avoid cold calling your prospects / clients? If so, you are not alone. Millions like you have started their own businesses, only to find that the thought of making calls to leads / prospects leaves them paralyzed with anxiety. Believe me, I was one of them. For those of you who know us and have read “Who Makes It Happen”, remember what you used to go through before calling on the phone to make a cold call.
However, as a business owner / entrepreneur, the phone is one of the most important tools at your disposal. The key to overcoming your doubts is to stop thinking of your call as a sales pitch and instead start practicing “consultative selling.” This means discovering and meeting needs in a friendly and supportive way. For those on lease, this is very conducive. We help buyers and sellers.
So for those of you in other types of business, before you pick up the phone to contact a potential customer / prospect, ask yourself, “What does my potential customer / prospect need from me and what does my company have to offer that will help this? Prospective customer / prospect get what they want? “Next, set a goal for your call that will bring the prospective customer / prospect closer to a purchasing decision, such as getting an appointment or preparing a quote.
According to business owners / entrepreneurs in all types of businesses, one of the main reasons they hesitate to search for prospects over the phone is that they are not sure what to say at first. A short, three-part start, including a presentation of yourself and your company and an opening benefit, is the best way to start.
When introducing your business, make sure you can describe what you do in one short sentence: “This is Susan DeFiore from DeFiore Enterprises. We are lease purchase consultants.” Now mention the benefit: “We can move your house in 30 days or less with the advantage of buying a lease.” By clearly stating your benefit in your opening, you give the person good reason to keep listening.
Effective telephone contact has two components: asking good questions and listening carefully to the answers. Ask questions to qualify prospects and overcome objections. Again, for those of us buying a lease, we use our phone script to get all the information we need.
There are two types of questions: closed and open. Closed questions are fact finders. They can be answered with a fact, a “yes” or a “no”. An example of a closed question is: “Would a lease purchase suit you?”
Open questions are used to draw someone into a conversation. They reveal the emotion behind the events. “What do you like the most about your home?” is an example of an open question.
So plan ahead for the types of questions you’ll ask prospects. Do this even before calling on the phone. If you can, practice with friends or family. Get their opinion. Then be sure to record your information in a “call report” for future use. Your call report should include the potential customer’s contact details, answers to important questions, and details about the steps you plan to take.
If you find that your potential customer / prospect is already using one of your competitors, instead of hanging up or ending the conversation, keep in mind that this indicates to you that this person is a qualified prospect / customer. They are already using this type of service. At this point, you need to point out to the potential client / prospect the benefits of working with you and how it will make the change worthwhile.
Let’s say the seller is with a real estate agent. Suppose you could still have your home listed, while we search for a tenant / buyer for your home.
After your potential customer / prospect has answered your questions, it’s time to close. You have asked good questions, listened carefully, and provided benefit-oriented information. Now ask for what you want. On the lease purchase, “When can we schedule a meeting so we can begin the lease purchase process?”
If you can’t achieve your original goal, state what you’ll do, like send the prospect more information and stay in touch. So be sure to move on. If the person does not want to make a lease purchase, please submit their tracking information.
Relax and follow these steps. With a little practice, you will discover that the phone is a powerful ally in building your new business.
Copyright DeFiore Enterprises 2002
