David Winch
Photo by Dianna Bonner of
World Vision Photos
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David's Top Ten
Appointment Making Tips
Restorative Therapy for Sales and Marketing
Try these ideas when you next need sales appointments.
- Research prospects who fit your definition of your 'ideal customer' -
You'll need to phone them, so only collect those with useable phone numbers
- Don't believe everything you read in directories - Call to verify the
MD's name - Don't try to get the MD on this first call
- Don't send anything by post and definitely not by e-mail - You'll need
to follow up anyway, so start with the follow-up call!
- A couple of days later, call and ask for the MD by name - Know the
boundary between tenacity and flogging dead horses - Up to 3 times a day, for up to six
or seven days before you stop
- When the switchboard ask who's calling, don't just give your name and
company. Instead say:
"Can you tell him/her it's _____ from
_____"
{Thank you to the marvellous Grant Leboff
of
The
Intelligent Sales Club® for that one}
- When you're through and you've introduced yourself, ask:
"Is it
convenient to speak for a few moments (not minutes)?"
- If they say yes, off
you go - If they say no, ask when would be a good time to call back. Either
they'll tell you (in which case do so without fail), or else they'll ask
what it's all about, in which case off you go!
- When you have permission to speak, give your one-breath elevator pitch
(you do have one, don't you?) and then say:
"I was rather hoping you'd be
interested in something like that," and then shut up and listen! - Remember: You're
only trying to sell the appointment, not your products and services at this stage
- If there's any kind of interest, suggest meeting for an hour or so, where
you can find out more about each other, you can make suggestions of how you might be
able to help, and they can say what they think of them
- You may find they ask what exactly you do - This is a sign of interest
and not dismissal, so give your 15 second elevator pitch. One useful
structure for this is, "My particular specialism is (their type of company)
who are looking for (three things you can help them do better) so that they can
(three 'value outcomes' of getting them better) - End with "I don't know which
of these are particularly relevant to you", and again shut up and listen - In this way
you have created real value in getting together
- When you've agreed a date and a time, and ensured all the decision-makers
will be there, ask for directions - We all know your satnav will get you there using
the postcode, but let them help you and this will already have demonstrated that you
can work together to solve problems!
Bonus - #11
- Send a short letter in that night's post confirming all that's been
agreed, including the length of the meeting
Go on. Give it a try. Confidence comes from practise, not
further study
David Winch
Pain Relief and Restorative Therapy for Sales and Marketing
Practical Help to Grow Your Business
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David Winch specialises in working with smaller businesses whose Marketing function
is not fully effective, with the result that they are worried about meeting their sales
and profit goals. David helps them craft more compelling messages and make
better use of the internet, so they get more first appointments, build better strategic
alliances and create more effective keep in touch systems.
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