Are Your Prospect Calls Yielding Poor Results?

The first time I ever worked for a company where I needed to call and speak with leads, I was more than hesitant and shaky.  My company was filled with cubicles stuffed with people like me who were hired to contact others who filled out forms asking for more information.

As I made my way down the aisle to my new cube, I was surrounded by the sounds of representatives conversing with these interested (or not-so-interested) prospects.  When I sat down at my desk and looked at my computer's contact manager, I panicked.  I pushed around some paper, organized my pens and paper clips, and continued to "pump myself up."  "C'mon Marc, just dial the phone...Be natural...You're not going to sound stupid...You can do this."   I pushed around some more paper. After listening to my co-workers in my surrounding cubicles, I finally dialed my first prospect.

"Uh...hi...this Marc Smith, and...uh...I'm calling because you asked for some information...uh, um,...please call me back at..." 

I realized that I was nervous and that I had almost whispered the entire message into the prospect's voice mail.  I certainly didn't want any of my co-workers to hear me.
I dialed another number, and she answered. 

“Uh, Hi” I exclaimed. “This is Marc Smith with XYZ and I’m calling because you submitted a request for more information. How can I help you?”  After that speedy intro, she began to ask me question after question and I answered them.  I thought that I was doing great, and that I could now stop whispering.  The prospect ended the call saying, “Well, thanks.  Let me think about it.”  I was never able to reach her again.

Since those early unproductive days of calling prospects and recruiting, I’ve learned quite a bit and used the information to great success.  I’ve recruited thousands of individuals.  My expertise grew leading me to positions of Director of Recruitment and Senior Vice President of Recruitment and Marketing.

Through my experiences and through great trainers, I’ve learned that the key to the initial phone call with a new prospect is in the way it begins.  Here are the first two steps to a successful call.

Take control -  Begin the phone call relaxed, cheerful, and in charge.  The easiest way to take control of the phone call is through asking a question in the beginning, gaining a yes or no answer, and then continuing with questions.  You must have control because you are the expert.
For example, here’s a suggestion of the way to begin the conversation Always assume the person answering is the prospect (if the same gender as the name in your contact manager):

“Hi,  Lindsay?” She answers. “This is Marc..  How’s it going?” She answers. “You requested some information about XYZ. Is this information for yourself?”  She answers “Yes”.

You now are in control of the conversation!  By getting this “yes”, you can now guide the conversation with your question to better understand her needs and provide solutions.  The person who asks the questions is in control of the conversation.

There is a sales script being distributed that suggests that you should ask, “How can I help you?” or “What can I do for you?”  Please don’t.  Most of the time the prospect is going to bring up cost questions or a list of questions before you can even get to know what she needs. Asking such a wide-open question this early in the call is a rookie mistake, and you may never get control of the call from that point on.  Ask a simple “yes” or “no” question and take control.

Set the Agenda - Once you have control, then give the outline of the call.  Let the prospect know that in order to help, you’ll need to ask some questions.  Asking questions during the call, not answering them, is vitally important.  You’ll be able to really understand what the prospect needs and the emotional hot buttons behind those needs.  Equally important is that by asking questions and giving feedback, you’ll be developing a strong rapport with your prospect.

The easiest way to set the agenda is just to say it:

...Is this information for yourself?” She answers, “yes”. “Great! Let me start off by asking a few questions so I can better help you.”  Then, ask the first open-ended question.

Notice two things about this simple agenda-setting sentence. First, you’re giving a reason for questions: “so I can better help you.”  Prospects relax when they know you want to help.  Second, you didn’t ask if you can ask some questions.  You told them you were going to begin asking questions.  Remember, you are in control.

If you use these two tips in the beginning of your prospect calls, you will be much more productive and prospect’s will be more responsive.  I had to learn them the hard way, but once I did my prospects became customer’s much more often!

In a later blogs, I’ll give tips for the rest of the call: uncovering needs and leading your prospect to action.