by Art Sobczak

If youre an outside salesperson, your income probably relies on getting in front of new prospects. Yet, many reps would rather have their fingernails removed than make prospecting calls. And its no wonder; with the abundant number of resistance-inducing techniques out there, salespeople set themselves up for failure.

Here are some common-sense dos and donts to help you set more quality appointments:

1) Do get information first
The more you know about your prospect before speaking with him, the better your chances of an appointment. It will help you prepare a more customized opening and better questions, plus it impresses the prospect.

Conversely, if you have to ask, Uh, what do you guys build there? youre labeled as a time-wasting, self-interested peddler. Work with the screener or anyone who answers the phone:

Hi, Im Pat Seller with Super Supply. I hope you can help me. First, Im looking for the name of the person there who directs the maintenance and repair for your property. (After getting the name, continue.) Thank you. So Im better prepared when I speak with him, theres probably some information you can help me with first.

People other than your decision-maker could answer almost all of your qualifying questions.

2) Dont send information before the call
Busy decision-makers toss unsolicited literature with form letters (regardless of how many times your word processor mail-merged their names into the body). Starting out a call with, I sent you a letter, didja get it? rarely elicits a response like, Oh, yeah. Youre that guy. I want to meet you!

3) Dont play a numbers game
The lottery is a numbers game. Calling for appointments is a quality game. Approach each with an attitude of accomplishment and desire. Dont burn through the list of prospects as fast as you can with the expectancy that your number will be drawn eventually.

4) Dont jump the gun
Never open the call by including the goofy phrase, . . . and I would like to drop by Tuesday at 2, or would 4 be better? People are resistant when faced with decisions before they see any value. Also avoid the equally inane question, If I could show you a way to save money on all of your tool purchases, you would, wouldnt you? No one likes to be techniqued. The only way theyll consider investing time with you is if they see some value in doing so.

5) Do create interest
Heres an interest-creating opening you might be able to adapt:

Ms. Bigg, Im ____ with ____. My company specializes in (fill in with the ultimate result customers want and get from you, i.e., helping maintenance directors simplify their supplies ordering and stocking). Id like to ask a few questions to see if youd like more information on what we might be able to do for you.

6) Do ask questions
Some pundits suggest going for the appointment quickly and never divulging information. Bunk. Those are likely people who are insecure with their (in)abilities to communicate by phone. If someone doesnt have potential, I want to find that out now rather than schlepping across town (or country) to learn the same thing. And if the prospect is qualified and has interest, I can pique his curiosity a bit by phone and pre-sell him on what well speak about when I arrive. For example:

Pat, based on what you told me, it looks like you could show quite a savings by consolidating some of your purchases. The best thing to do would be for us to get together so I can ask a few more questions about your operation and show you some of our options to see if we have a fit. How about next week? Then narrow down a convenient time.

7) Do make a confirmation call
Some might suggest this gives them a chance to cancel. Thats right. And if theyre of this mindset, they either wouldnt be there when you did arrive, or they wouldnt give you the time of day. A phone call gives you a chance to address either situation and save time.

8) Do keep calling
And dont let a no get you down. The last call has nothing to do with the next unless you let negative feelings strangle your attitude. Talking to people generates income, but avoiding the phone, stuffing envelopes and walking around do not. Set a secondary objective, one you can accomplish on every call, such as simply qualifying someone as a prospect or not, so you can have a success of sorts on every call.

Art Sobczak helps salespeople use the phone to prospect, sell and manage accounts more successfully. Call or reach him via e-mail at .

This article originally appeared in the March/April 1999 issue of Progressive Distributor. Copyright 1999.

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