Nothing makes me think of Pre Call Planning more than a snowy New York morning! Actually, that isn’t true, and I can’t back that up. I couldn’t think of an opening for today’s blog and it was either that or “I was born in the house my Father built. It was a humble abode but the acoustics were right for all the flatulence of my youth” Damn writer’s block!
Any who . . .
Here are two things you can add to your Pre Call Planning list to help you smoke the competition. Remember, for our discussion today, Pre Call Planning is not a phone call, not a second appointment where you are preparing a presentation. This is a first time appointment with a potential prospect.
One huge mistake made on these appointments is obviously when a rep verbally throws up on a prospect. A “pitch” if you will. While we have been told numerous times that we should instead consider ourselves “Doctors” and hunt for pain, we can be quite guilty of not giving our prospects a potato chip of information. I’m sure you’ve heard that analogy before. You know, potato chip as in, you can’t eat just one?
But how do I do that in a way that smokes my competition because I can’t bank on them never having read a sales book in the last 30 years!
The first thing is to think like the prospect. Better yet, think like a prospect who has to deal with sales people. I know I’m going out on a limb, but is it possible that they might have been burned by a sales rep who was full of crap? Is it possible that they might want to believe you, but there is some doubt. That’s why you need evidence.
Stolen completely from my old Alma Mater Dale Carnegie & Associates, they teach this concept they call “Evidence DEFEATS doubt” and it addresses that very issue. DEFEATS is an acronym of all the ways you can add credibility to your words. In other words, don’t just say it, proactively (as in don’t wait for them to call you out) prove it!
D = Demonstration. Pretty self explanatory. If its appropriate to do a quick demo of your product or service, do it. If the meeting is at your place of business, you could take them on a tour to walk them through a behind the scenes process (we’ll talk about a deadly tactic related to that in a minute) The failure of many a sales rep lies in their inability to have appropriate items on hand (in the back pocket) for when its time to dance. Come prepared and choose your weapon. Worse case scenario, you don’t use it.
E = Examples This is one of the easiest ways for you to add credibility to a claim. Simply give an example. Its not enough that I tell you that my service is the bestest this side of the Equator, I should give you an example, a “war story” if you will. Bring that puppy to life hombre!
F= Facts. State a fact about you, your product, your business. Sometimes we get a little modest on these things gang and end up selling ourselves short!
E= Exhibits This is another way of saying “samples”. If you are going to show samples, part of your pre call plan should be to bring relevant samples. And for God’s sake, don’t make showing samples take on a vibe of showing someone pictures of your kid’s school play. In fact, write this down. Don’t ever show a sample without a good war story attached to it. Tell them about the 11th hour miracle you helped facilitate, tell them how you increased efficiencies at ABC Co etc. A sample without a good war story is so “been, there, done that”. Leave that for your competitors!
A= Analogies or Metaphors. When I worked for a large franchising company we used the analogy of a rental car vs a car you own to illustrate the benefits of dealing with a business owner vs an employee. It must have worked because Uncle Paul was ranked 12th worldwide. Don’t hate me cause I’m beautiful and no there wasn’t 13 of us 🙂
T= Testimonials. You should always have a testimonial or two in your back pocket. One way you can get more is to do the following. Next time you save your client’s ass, and they love you for like that millisecond, ask them if they could shoot you a quick email. Here’s how that situation should play out Client: “Paul, you saved my ass by over nighting those TPS reports” Me “Guilty as charged my soon to be busting my balls about price again friend. Hey would you mind shooting me a quick email saying basically what you just said? Having a testimonial like that, helps me bring on more great clients like you” Note: This is also a clever chess move for the next time, they bust chops over the nickel they want to save with your competitor. Their memory of the 12 favors you did will somehow become selective and this will refresh it. Pre Call Planning means thinking several moves ahead . . . don’t ever forget that!
S = Statistics As with facts, there’s a cool rule of thumb you should follow when you make a claim. It comes in the form of a question you need to ask yourself: “Who says so besides me?” I’ll use my industry (printing) to give you a before and after. Before “Personalized mailing can get you a better response rate on your direct mail pieces” After: “According to a study conducted by Laurel & Hardy, double digit response rates can be achieved, more consistently through the use of variable data printing” Now to really kick ass, I would have a copy of that report in my hand. Who the hell does that on an appointment? Most probably not your competitor dude!
The second thing you should be prepared to do (at all times) is to make intangible features/benefits tangible.
So if I’m talking with a prospect who is fed up with the poor quality with their current vendor, I could talk about my quality control process. Not a bad start, but not good enough. Why? Because what does quality control look like anyway? I need to bring that to life by showing them, perhaps a flow chart of how that works, show a sample form or two and add something like “These are just 2 of the more than 12 internal check points we have to ensure we take you out of the (fill in the blank) business”
The same holds true for someone who isn’t happy with communication, turn around time etc.
You need to think about how you will bring those things to life and put a face on them.
Otherwise, they are just empty statements and you get to sound like everyone else! Impact is critical to say the least!
Well, on that note, I’d say we have quite a bit to chew on here.
Before we commence with the “TGIF’s” I want you to remember something that I have alluded to numerous times . . . stop looking for the big answer. It doesn’t exist. Your ability to dominate will rest in the knowledge that you do numerous tiny things differently and more consistently than your competitors. When you add them all up you will have a collection of differences that will equal a quantum leap!
Please reflect on that. Your game will change once you own that philosophy.
Success is always closer than we think!
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