THE TOP FIVE SALES-KILLING MISTAKES YOU'RE MAKING IN TELESALES... AND HOW TO AVOID THEM!

You and I both get these calls often. Far more often than we get what could even loosely be construed as professional, benefit-oriented calls. And it seems that most of these bumbling callers are reading from the same script, repeating the same rejection-inducing mistakes over and over again.

From those of us who rely on the phone to generate interest and sales, it seems that there must be some way to ensure WE don't sound like these calls who we so quickly whisk off the phone. For a solution to this important problem, I immediately got on the phone to contact Art Sobdzak, one of America's most intelligent authorities on what to say when you're making telephone sales and prospecting calls so you get more "yes's" from prospects and customers.

My call paid off, because the always knowledgeable Art knows just how to avoid "The Five Mistakes Made on Telesales Calls". Pay close attention to what he says... the guy knows what he's talking about! Sobczak, just in case you don't know him, is publisher of Telephone Selling Report, the best newsletter I've ever found for sensible advice on how to make money with the phone. It's no surprise to me it's used by sales pros who sell millions of dollars worth of products or services by phone. Even top guys in the industry call on the boyish looking Sobczak to assist them. Before launching into the top errors and how to avoid them, Art told me telesales isn't as difficult as most people perceive it. Most callers, though, keep committing the same old blunders... guaranteeing their failure. And consequently, building their reluctance to pick up the phone again. Don't let this happen to you!

Sobczak's #5 Mistake: Sending Literature That Wastes Your Money & Time

Usually what they get, though, is disappointment. They call back and hear, "Uh, I didn't have a chance to read that yet." And the endless cycle of waste and frustration continues...

Sobczak stresses that you shouldn't confuse "Send me some literature" with a legitimate sign of interest -- yet. Don't be fooled into thinking literature is going to do your selling for you. Don't even be so presumptuous as to believe they will read what you send them.

Here's what you can do to ensure you're not throwing away money and time on nonprospects who have no intention of ever buying from you: When you get the "send literature" request, be certain the person is a legitimate buyer, and not someone simply trying to blow you off the phone. You know you're not going to sell everyone. So, if you're going to get a "no," get it now, rather than after you've already invested a few precious dollars worth of paper and postage, and lots of your precious time.

If you hear the request very early, respond with, "I'll be happy to send you some information. So that I can include what would apply best in your situation, let me ask you a few more questions...."

If the request comes later, after you've already made a presentation, say , "I'll be happy to send something that summarizes what we've discussed. Let me ask you though, if you like what you see, I'm assuming we'll be able to do business together." Based on the answers to these questions, you'll weed out the non-buyers -- who you otherwise might wind up calling four or five times, only to ultimately get a "no" -- from the real prospects. THEN your literature can be a real complement to the sales process. And Sobczak rightly put the emphasis on the word "complement." You shouldn't rely on literature to do your job -- the selling. But it can greatly assist your efforts. However, many callers bungle away a great opportunity by saying, "I'll send you some information, and then I'll call you back in a couple weeks, OK?"

As Sobczak says contemptuously, "Is that supposed to inspire them to read it?" Instead, to get the greatest impact, prepare your listener for what he's about to receive. Build anticipation. He'll then place more value on the material when he gets it. Instead of tossing it aside, like most everything else he'll get that day, he's going to eagerly rip open the package to learn more about how he'll gain from what you're offering.

Here's how you whet their appetite:

"So here's what you're going to get, Pat. I'm sending a brochure on the two-day telesales seminar that will provide hundreds of 'what-to-say' ideas for your reps so they'll close more business. I'm going to highlight the section on 'Motivation.' Be sure to go through that one first, since it's going to specifically answer the questions you had about how your callers will be able to shrug off rejection, stay enthusiastic, and make more calls than ever." If you place little value or importance on your literature, so will your prospects. Get them excited about reading it, and you won't hear, "Oh, I didn't have a chance to read that yet."

Sobczak's #4 Mistake: A Telephone Image That Ensures They Won't Listen

Greet your buyer with a dull, monotonic, uninspiring discourse, and you've already closed his mind... and wallet. Even if you HAVE something he might otherwise be interested in.

What should you do to make sure you're ceating the best, first, favorable impression? Sobczak says the best way to improve the way you sound is to listen to yourself on tape. This super-sharp guy is right to point out that when you're on the phone, you're a performer. And all of the top performers in every profession review themselves on tape. Athletes, actors, singers, dancers, professional speakers... and you're in this group, too!

Go to your local Radio Shack. Invest in a "telephone recording control" device for about $20. Plus it into your cassette tape player and your phone. Tape your calls and scrutinize them. You should be hard on yourself. And that's good.

Listen for tone. If you speak in a sleep-inducing monotone, break out of your speaking comfort zone. Work on punching more words with enthusiasm, like a newscaster. It won't feel natural at first, Sobczak warns. But you'll be surprised and delighted at how good it sounds when you hear yourself on tape. Keep dong it, and you'll make it a habit.

Also pay attention to your articulation. Eliza Doolittle in "My Fair Lady" was a lowly street waif until Professor Henry Higgins modified the way she spoke. By refining her pronunciation, she was transformed into a princess... or so was the perception. Enhance others' perception of you. Practice opening your mouth wider, fully enunciating your words. Don't drop the endings off of words, or slur them together.

Listen to your tapes objectively, and ask yourself, "Would this person interest me?" If not, go to work.

Sobczak's #3 Mistake: Lousy Listening

Here's a simple step you can take to listen more, which will help you learn exactly what you need to do to help your prospects buy: PAUSE more often. It's just that easy. The key is disciplining yourself to do it. PAUSE after you ask a question. Resist the tendency to answer the query yourself, or to add on another one if the prospect doesn't answer immediately.

Here's another one that will give you more information than you thought possible: PAUSE after the prospect answers or makes a statement. For at least 1-2 seconds. This gives the prospect an opportunity to continue talking... and he often will. Therefore supplying you with just what you might need to his his "hot button."

Sobczak's #2 Mistake: Screener Misuse And Abuse That Ensures You Will Never Get To The Buyer

And when screeners are pushed, callers experience resistance, frustratingly penetrating questions, and downright humiliation. To avoid these painful experiences, and to get the screener to actually HELP you get to the person who will buy from you, all you need to do is help him do his job: protect the buyer's time.

The screener is instructed to gt rid of all but the few callers with something of value to offer. HEre's how you can be sure you're perceived as one of these people: Have a "Justification Statement" prepared in response to "What's this in reference to?" It's here that you sell the screener on putting you through. And you thought you were calling to qualify THEM? Think again... The screener is qualifying YOU! And based on your Justification Statement, he will decide whether or not you warrant an audience with the buyer. So, be ready to explain potential results and benefits that you bring to the table. Do NOT say, "We sell _________, and I want to talk to him/her about it." That normally elicits a response like, "We're happy with who we're buying from." Instead, say something like, "I have some ideas that have helped other retailers in your industry cut down on their advertising expenss while generating more store traffic. I'd like to ask Mr. Prospect a few questions to see if this would make sense for you to take a look at." One more idea on screeners. You can use them to get information which will help you sell. But you must ask. When you approach a buyer, and you're already armed with facts about his company, his wants and concerns, you're viewed as someone who truly has his best interest in mind. You've not a bothersome solicitor trying to sell him something. You can get the information you need from the SCREENER.

For example, you can say to the screener (or anyone who answers the phone), "So I'm better-prepared when I speak with Mr. Prospect, there is some information you could help me with first. Please tell me _____________" Then go into your questions.

What should you ask? The same questions you would initially ask the buyer. Factual questions about the company. If they use what you sell. The more information you get from the screener, the better-prepared you'll be when you talk to the buyer. And that makes your job of selling to him/her much easier.

As you can see, by this point Sobczak had already given me (and you!) PLENTY of valuable information to improve my next calls. But he told me in no uncertain terms, the final point was the most important. I was ready to listen up!

Sobczak's #1 Mistake: Opening Statements That Build Resistance, Not Interest

Here's another sure resistace-builder: "I sent you a letter and was wondering if you got it?" So what if he did? What is he supposed to say? "Oh, yes! Glad you called. I was just sitting here thinking that I should buy from you!"

Yeah, right! "Okay," I was thinking. "You're right, Art. So what SHOULD I say during an opening to evoke interest?" Sobczak read my mind. He was ready with a three-step success formula.

1. Introduce yourself and your organization.
2. Most importantly, state an interest-stimulating, curiosity-piquing benefit that will appeal to the prospect's desir to gain, or avoid losing something, and,
3. Get the prospect involved in the conversation.

"I'm Dan Fleming with Graphics Industries. We specialize in working with retailers in lowering ovrall advertising expenses while generating more store traffic. I've got a few ideas I'd like to discuss to see if this would be of any value to you..." "This is Karen Hamilton with Canton Supply. The reason I'm calling is that there's the possibility we might be able to help you cut down on your expenses for the exact same cleaning items you're now buying. To determine this, I'd just like to find out what you're using for..." The real test to be sure you have a winning opening, Sobczak stresses, is to put yourself in the position of the person hearing it. Ask yourself if you would want to hear more if you were the buyer. Would you set aside whatever you were doing and willingly participate in the call? If not, go back to the drawing board before you fail the quiz with a real prospect.

And, be sure your opener says as much as possible, with as few words as possible. ONLY by appealing to the prospect's desire to gain, or fear of losing something, will you cause him to spend productive time with you, and eventually buy from you.

These tips will help you avoid some of the most common mistakes made on the phone. But they barely scratch the surface of the many ways the incredible Art Sobczak can help you make more money on the phone. That's why I begged him to give you a FREE copy of his new 40-page booklet, "99 Ways to Sell More by Phone: What You Can Do and Say Right Now to get More 'Yes's' from Prospects and Customers." And he'll also send you a free copy of his monthly Telephone Selling Report newsletter, the best telephone selling tool I know. To get both these resources, simply send $4 to cover postage and handling to JLA Publications, 50 Follen St., Suite 507, Cambridge, MA 02138. Art will get this profit-making package out to you pronto.