Tom knew he had to move fast.
"My small operation has done well. But now two larger
competitors have moved in. They're killing me with lower prices
and telemarketing."
Tom should resist the temptation to cut his prices. A panic
driven price war is just what his adversaries are hoping for. They
know they can last longer than he can.
Tom should build upon the relationships he's developed
through his years in the community. He should mine past customers
for new business. After all, Tom is the one people know and trust.
His competitors can only offer a lower price. Studies show that
more and more people will pick trusted service before they will
gamble on an unknown business with a lower price.
Tom can also put powerful telephone selling techniques to
work. His competitors are using telemarketing to gain an edge on
him. He can beat them at their own game, more effectively and
much more cheaply.
Here's how you can profit from five very wise telephone
techniques that will help you increase your clients and sales.
1. Plan your call in advance. What are you going to say?
Make some notes on a pad in front of you. You don't need to script
every word, but memorizing the general structure of your call and
key points you want to make will make the sales call smoother and
much more enjoyable.
2. Tell your story. What is there about you and your
business that would interest lots of prospects. In Tom's case, it's his
trusted, personal service to the community. People know him.
They don't know his larger competitors.
"I've worked for several people in your neighborhood," Tom
tells a prospect over the phone. "Maybe you know Mrs. Jones on
2nd Street or Mr. Magumba down the block from you." That's a
story that would get his prospect's attention.
3. Whether you are calling a residence or a business, try to
reach the boss--the person who can make the decision to buy
your service or product. In the meantime, tell your story to as many
people in the organization as you can. The boss may want second
opinions before she buys, and she'll be reassured to find that others
in the group already know about you.
4. Leave creative messages. Many of the calls you make
will be intercepted by answering machines, voice mail, and
secretaries. Don't miss the chance to leave a message that will make
the prospect want to call back.
"George! This is Tom James of Creative Solutions. I've
got a way you can cut your production costs by 20%." Prospects
want to know why you are calling, and a good reason why they
should call you back. Provide both in your message.
5. Take notes on your calls. When George calls you back
you'll want to be able to immediately remember who he is, when
you called him, who you talked to, and what you said in past
conversations and messages. If you've been making dozens or
hundreds of calls, this can become impossible without notes to refer
back to.
If a prospect calls you back a week later, and you realize that
you haven't the foggiest idea who they are, give yourself a moment
to refresh your memory.
Say, "I'm glad you called. Hold on just a second while I get
to my desk." Put the prospect on hold while you check your notes.
You can go back to the call fully prepared to deliver your message.
Don't take the telephone for granted. It's one of your most
powerful sales tools. Expensive mass media, like TV and
newspapers, can't match the telephone's ability to touch prospects
and customers in very personal ways.
Don't be afraid to promote your business over the phone.
People want and need your product or service. Reaching prospects
through the phone, and sharing your enthusiasm and belief in your
company and yourself, can be a superior way to build your client
list.
Kevin Nunley helps small and mid-sized businesses build effective marketing. Reach him at DrNunley@aol.com or at (801)253-4536. Ask for his free marketing report and list of Special Reports and Tapes that make you a marketing whiz in dozens of areas. Also ask how he can help you build your on-line presence.
