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Embarrassed about asking your sales manager questions to which you should know the common sense answers, but don't? This is a common situation for not only new salespeople, but for seasoned agents as well. As salespeople, we often receive training on our product, company, competition, and sales techniques, but rarely sales etiquette and protocol.
As a professional speaker and trainer, I have been asked the following questions in my "Savvy Sales Strategies" seminars around the country. Perhaps you, too, have wondered what to do in some of these situations.
Q: I am not sure how to conduct a sales presentation over lunch. My clients expect me to take them to lunch, but when I'm there it seems like we never get around to business at hand. Help!
A: As soon as you are seated, focus on the menu. Avoid small talk before you and your client have decided on your order. Close your menu when you have decided and signal the server when you both have decided. It's important to show the server that you are in control, but don't be overbearing about it.
As soon as the order is taken, make the transition into your sales interview. You will be amazed at how much can be accomplished before the salad arrives and in between the salad and the entree. Bring out any materials, diagrams, or charts before the food arrives or after the plates have been cleared. Don't show your client a chart over the roast beef.
You can continue your discussion during the meal, but be sensitive about not asking questions when your client has just taken a bite. Also, don't badger her with questions so she doesn't get to eat. When you want to take a bite, ask her an open ended question so she'll elaborate.
Mind your manners and remember not to talk with your mouth full. If you have trouble paying for lunch with male clients, try giving your credit card to the waiter when you walk in. I've even excused myself to go to the ladies room and given the server my credit card ahead of time and told him or her to add 20% to the bill and just bring me the receipt to sign.
Q: Often when I'm making cold calls, I have no prospect's name. Sometimes I don't know exactly what department handles the purchase of my product. How do I avoid the numerous calls it takes to find the right person?
A: Ask the receptionist for the president's secretary. Tell the secretary you need his/her help. She/he will usually know whom you should call.
Q: How many times should I follow up on a prospect who doesn't return my calls?
A: You must decide how much the potential business is worth to you. If it is worth a lot, then keep calling. Ask the secretary when Ms. Big can be reached within the next few days. I once got a big contract after calling the prospect 19 times. Hang in there!
Q: I'm not sure what to call the interaction I have with my client when I'm trying to make an appointment. For example, I have heard it called the pitch, the presentation, and even the dog and pony show. What should I call this time together?
A: Calling it an interview is more appropriate. It shows the client you are interested in give and take, rather than one-sided lecture. It shows you are professional in your sales process.
Q: When I'm making a cold telephone call, I don't know how to address the prospect if she's a female. Do I call her ms, Mrs., Miss or her first name?
A: If you haven't spoken to her before, or don't have a referral name, the safest way to address her is Ms. Yes, some do take offense to this, but most working women are used to it, even if they don't like it. If she corrects you, wonderful. If she doesn't , ask her how she'd like you to address her.
Also, sometimes you can find out the prospect's preference by asking the receptionist. But beware; this will also say you don't know the prospect and you may be screened out by the receptionist.
Q: Should I call to confirm the day before my first appointment with a prospect?
A: No! People often weasel out of appointments when given the opportunity. They are suddenly "too busy" to keep the appointment you set with them last week.
I send a "confirmation" (not "reminder") postcard saying simply:
Dear Jane:This is to confirm our meeting on Tuesday, July 15 at 2:00 p.m. at your office. Please call if you need to reschedule. I'm looking forward to meeting with you.
Cordially,
Rebecca L. Morgan
My address and phone number are printed on the card. I've been doing this for the last five years and I've rarely had anyone reschedule or stand me up.Q: I have a difficult time remembering to follow up with prospects who've asked me to "call back in a month," for example.
What do you suggest?A: I find the easiest way to keep track of follow-ups is by using a tickler (also called suspense or everyday) file. This is an accordion file with slots for Jan.-Dec. and daily dividers for 1-31 under each month. When someone says, "call me back the first of next month," simply make a note, including date you talked with him or her, name, and phone number, drop it in the appropriate slot in you tickler.
You must check your tickler every day and do whatever has been suspended to that date. You can also integrate the suspended items onto your calendar. But if there is a piece of paper involved (e.g., prospect lead form, letter), then put it somewhere you can easily retrieve it-like a tickler.
Ticklers can be hard to find, so order one from your favorite office supply store. The files cost usually under $20.00.
Q: I'm never sure whether to take the coffee which is offered to me at the beginning of a sales interview. Do you have any suggestions?
A: Many people feel it is a good idea to take the coffee because it is like having lunch with a prospect-breaking bread may make the prospect feel closer to you. Also, if you've know the client a long time, it would seem impolite, they feel, to not take it. However, I would analyze the situation first.
If the receptionist offers you coffee because the prospect will not be available for a few minutes, you can take the coffee. However, if the prospect offers, decline, saying, "No thank you. However, go ahead yourself." I find if I decline she often asks the secretary to get it for her, or she goes without. This saves time.
Why do I say this? Because if you say yes, the prospect may get it herself, which would waste time. Even if you go with the prospect, you'll probably be chit-chatting, and it may be hard to get down to business and off the chit-chatting topics when you arrive back at her office.
Then, what do you do with your cup? You can hold it in your hand, but what do you do when you need to get into your briefcase or show her your brochures? You put it on her desk, which may leave a ring. There is also the possibility you may spill it or knock it over.
All in all, I think you're better off not taking coffee from your prospects.
Q: I use catalogs and brochures to help my prospect remember what we discussed. I usually give these to her easily in the interview, but I've noticed that she stops listening to me and starts flipping through it. When is an appropriate time to give her the catalog?
A: Avoid giving the catalog early in the interview. If you must show a picture in the catalog, fold the pages back so only that picture shows. If you can do so, don't give her the full catalog until the end of the conversation, when you have other single page or small sales brochures which show specific products in which the customer is interested. This way you have more control of the conversation and the prospect's focus.
Q: I have several clients who continue to take phone calls when I am calling on them. How can I politely stop them from taking these seemingly insignificant calls?
A: Your strategy relies significantly on your relationship with the specific prospect. If it is a client you've called on several times and had the same trouble, you could say something directly to her- "I want us to focus on discussing how these new parts could save you money, and we can maximize our time together if we don't have any interruptions. Let's ask Sally to hold your calls for 20 minutes, O.K.?
If you don't feel comfortable with that approach, you could ask Sally directly while you're waiting for your prospect. "Sally, Fred always gets lots of calls while I'm trying to explain how our parts could save him money. Then he forgets where we were and it costs him a lot of time. Would you be willing to hold his less-than-urgent calls for about 20 minutes? Thanks."
One successful saleswoman said she made it sort of a joke with one client she knew rather well. As George came into the waiting room to meet her, she said to his secretary, "Now, Luanne, I'm sure George has asked you to help us have some uninterrupted time together, right?" She winks at Luanne, who knows George's problem of accepting calls, and Luanne holds the calls.
Whatever you do, make sure you think about your wording-you don't want to offend your prospect. But you also don't want to waste your time listening to one side of a conversation about last night's football game.
Q: I know it's intimidating when you "outdress" a client. But I've heard you should dress up just slightly more than their standards. I call on different types of people all day long because I sell life insurance. One day recently I met with a farmer, a lawyer, a doctor, a small manufacturer, and a small retailer. How could I possibly dress appropriately for all these people?
A: The key word is appropriate. For your line of sales your prospects expect you to wear a jacket, and men to wear a tie. This does not mean you have to wear a suit to every call.
I have been in similar situations. I bring an extra scarf (men would have a different tie) and jacket. Thus, for the lawyer, I'd dress conservatively with a suit and bow scarf. For the farmer I'd switch to a less formal scarf, and sports-coat/ separate jacket which went with my skirt. I still look professional, but not like a "city slicker."Q: I am the only professional saleswoman in my company. My boss just told me today in my evaluation that I don't wear appropriate shoes. When I asked him what he thought would be appropriate footwear, he replied: "Something more professional." He couldn't describe what that meant. My shoes are cool and comfortable, open toe and open back flats.
A: The shoe description sounds like modified sandals. Unfortunately for our feet, the "appropriate" and acceptable footwear for a professional businesswoman is a low to medium-heeled, closed-toe and -heel pump. These are not always the most comfortable shoes in the world, so I have a pair of flat, leather, closed-toe and -heel walking shoes that I wear for walking long distances. I often carry my pumps and slip them on when I arrive a the client's office.
You could be appropriately dressed except for your shoes, and it could make your whole attire inappropriate. Cut out pictures of various shoe styles from catalogs, take them in to your boss, and ask him to tell you which ones he feels are appropriate. Sometimes moderately open-toe, or mid-heel sling back can be appropriate and professional.
Q: Recently, when meeting with a customer, I asked how he was, and he responded, "Not very good." I responded, "Oh?" and he proceeded to tell me a litany of what was wrong with his relationships with his wife, teenagers, boss, and others. I felt uncomfortable with this discussion since I barely knew him. If this happens in the future, how can I turn the conversation back to business without seeming callous or hurting his feelings?
A: This is not an easy situation, so there is not an easy answer. You are right in not wanting to appear insensitive, yet also not wanting to get into a conversation you have no skills in handling. The appropriate thing to say may be: "This appears to be a difficult time for you. Would you prefer I come back another time to discuss this matter with you? I'll call you in a few days to set up a more convenient time for us to meet."
Q: Several of my customers call me "hon" or "dear." This bothers me immensely. How can I get them to stop?
A: First, analyze their tone-of-voice and motivation. When someone knows you and calls you "hon" it is usually a sign of endearment. When a waitress or sales clerk calls you "Hon" it can be that they don't know your name and want to call you something.
Although it bothers you, it will be easier to change your attitude about it rather than hurt or offend them by asking them to stop. There will be some people you could discuss this with and they would stop immediately. Others will take offense-after all, they were just trying to show they liked you.
Q: I was always told to start a sales call with chit-chat. In fact I learned in one class that in industrial sales the buyer is more likely to buy, if all other things are equal, if he liked the sales rep. My boss says cut the chit-chat and get down to business. What do you think?
A: I agree with your boss. Most people like a friendly opening, and you can build that important rapport through a friendly voice tone, facial expression, and intelligent, relevant questions to them. Your questions during this introductory time can be about the company, operation, how long this prospect has been there, anything that can easily be a transition into the reason for your call. Although the prospect usually wants to be pleasant, she will appreciate it if you get down to business.
Q: I find it difficult to remember all the information a customer tells me when we are meeting. Is it appropriate to tape record the conversation or to take notes? I don't want to offend the person.
A: Most people feel squeamish about being recorded, however they are flattered if you take notes. It says what they're saying is important. Be careful, however, to not spend so much time on your notes that you stop making eye contact with the customer, or lose what else she is saying. Take one or two word notes while in the interview and then expand these as soon as the interview is over. A dictation machine is great for this.
Q: I have a lot of trouble with my first telephone conversation with a prospect. They haven't been responding the way I'd like them to. How can I become better on the phone?
A: Tape record your side of the conversation to hear how you are coming across. Perhaps your voice tone, choice of words, or use of non-words (uh, um) are giving the prospect a poor impression of you. You can also role play with a friend or colleague and tape record both sides of the conversation. Listen to the tape and list 1) three things you did well, and 2) three things you'd do differently next time. You'll be amazed at what you learn.
Q: I have cold call reluctance. I find myself doing anything but making those calls. Any suggestions?
A: Make a sign that says "I have something of great value to share." In fact you are doing these prospects a disservice if you aren't calling and telling them about how you could serve them. You're depriving them of the benefits of using what you sell.
Q: I'm not sure how to start the conversation when I'm cold calling on the phone. How should I say who I am and why I'm calling?
A: The best way to start the conversation is with a referral name. If no one has referred you, the next way to start is with "Hello. My name is Rebecca Morgan. I've worked with many people in your industry and I'm calling to introduce myself and see if the services others have benefited from would be of interest to you."
I find the "…calling to introduce myself…" phrase helps relax people. There's no pressure and they're more responsive.
Q: I sell services to customers. Often I get telephone answering machines when I'm making cold calls? Should I hang up or leave a message?
A: Most telemarketers hang up on machines. Try leaving a message and see what your response rate is. Make sure your message is upbeat, somewhat general, and don't leave the specific reason for your call, or your company. If you're a moving company, for instance, you could say "Hi, this is Rebecca Morgan calling to discuss some important information about your upcoming move." Remember, don't lie.
Q: I'm not sure what to say or how long to go on when my prospect says "Tell me about your company" or "Tell me what you do."
A: Most salespeople launch into a long tale of how long their company has been in business, how many employees it has, the various products or services it provides, etc., etc., etc., ad nauseam. Better to have prepared five or six sentences about your organization and what it's focus is. At the end, always ask a question to focus back on the prospect's situation. Otherwise s/he will ask you for more information which may or may not help you understand what you offer that could be of benefit to him/her.
Q: I sell to people out of my area. They often ask to see information on what I'm selling. When I'm making calls to follow up after I've sent a prospect some materials, how should I start the conversation?
A: There's one phase to definitely avoid. It's "I'm calling to make sure you received the materials I sent." Although you may occasionally find someone hasn't received what you sent, generally trust that the postal service will do it's job. A better way to start the conversation is "I promised I'd follow up after I sent you our materials to further discuss your situation to see if we could fit your needs."
This does several things. 1) It shows you do what you promise, a behavior highly valued in salespeople. 2) You reinforce that you follow up by using those two magic words. Everyone likes people who follow up, so why not announce that that's what you're doing. 3) By sending your materials you have now earned the right to discuss your information further with the prospect. 4) You show you are interested in his/her situation and want to know more, not just rattle on about what you have to offer.
© 1987 Morgan Seminar Group
_______________________Rebecca L. Morgan, CSP, is a dynamic speaker and seminarist. She is the author of four books, TurboTime: Maximizing Your Results Through Technology, Calming Upset Customers, Life's Lessons: Insights and Information for a Richer Life, and Professional Selling. For information on her speaking services, books, and tapes contact her at 1440 Newport Ave., San Jose, CA 95125, 408/998-7977, 800/247-9662, fax: 408/998-1742, rebecca@RebeccaMorgan.com, www.RebeccaMorgan.com. Please contact Rebecca for permission to reprint or repost this item.
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