Do you create liars?

by Art Sobczak

Have you ever turned a prospect into a liar?

Consider this scenario: A sales rep gets nowhere on a prospecting phone call. Because he thinks he's doing something productive, or he's in a rush to minimize the pain and get off the phone, he uses one of these laughable lines:
• "Well, keep us in mind, OK?"
• "Here's my number, write it down just in case."
• "How about I give you a call in six months or so?"

When I'm the prospect, I really do feel quite guilty when I respond with an "OK, I will keep you in mind," or when I'm pretending to write down their number. "What was that second number again?"

These phrases make liars out of prospects.

Face it. They have no intention of keeping us in mind, let alone writing down our number. These phrases don't accomplish anything positive, and give no reason for the listener to ever want to consider keeping you in mind or calling you.

But you can and should salvage something from these calls. Here's what you should do and say instead.

Determine if there ever would be potential
A money- and time-wasting mistake is hanging on to prospects when there's no shred of evidence that the person is a prospect. Maybe you've experience it: These prospects are recycled through your tickler system. You peruse the notes, get that aching pang in your stomach recalling your last dead-end call. And since there's nothing leading you to believe they're any better of a prospect today, you page through to the next prospect, postponing the inevitable.

Or you call and experience either rejection or another put-off.

Another error is letting them go when, indeed, there might be some potential. Find out for sure.

"Ben, under what circumstances would you ever see yourself considering another vendor?"

Notice the wording here. It's a question that not only asks if they ever would use someone else, but it also asks for the circumstances that would surround it. For example, I've heard prospects respond:

"Well, I suppose if I ever got into an emergency situation where they weren't able to deliver, I'd have to look elsewhere."

Then you have an opportunity to pick up on that remark and continue questioning.

On the other hand, if they say, "Look, you're wasting your time buddy. Quit calling me," write them off and move on. And feel good about it, since you obtained a decision.

Proactively give them something to think about
To reiterate, "Keep us is mind," is a worthless phrase. If you truly want someone to keep you in mind, give them a reason. And tie it into a problem they might experience, a problem you could solve. That might prompt them to not only think of you, but call you.

Let's say you know you can help a company lower their property taxes, but they either don't see the need at this point, or don't believe you. You might end the call with:

"I still feel we can help you. Here's something to consider: When you review your property tax itemization, take a look at the specific valuation and charges for your out-of-state properties. If you feel those taxes are high and question them, keep in mind we are specialists on the tax laws in every state, and know the best way to challenge, and eventually lower the bill. I'll send you a card with my number on it, so keep it in your tax file, and give me a call then if you feel it would help."

Don't make liars out of people. The process is simple:
• Determine if there ever will be potential.
• Give them examples of situations to look for, and associate them with the problem you can solve.

When they do experience these problems, you'll have a greater chance of them thinking of you.

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

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