Rules of Engagement for Initial Sales Calls

by Mark Sellers

A salesperson from a financial planning firm called my father the other day, and left the following message on voice mail: "Monty, it's Ted Miller from Rees & Associates in Dallas. Just calling to introduce myself. Mary Ann Abbott gave me your name. When you get a chance, give me a call." When I get a chance, my father thought, I'll have my son send you some information on his sales seminars.

You know this call is lousy. But if you're like most sales people, you too make 'initial calls' as part of your prospecting efforts. While they pose a challenge, they don't have to be this bad.

Let's assume two things. First, to a degree, you've qualified this buying influence you're about to call as having potential to buy what you sell. If so, then there's some justified reason for your call. Second, your purpose of cold calling is to engage your buying influence to continue a dialogue with you -- "In fact, I am looking for something to improve productivity. Can you come in next Thursday?"

Let me suggest that you consider two things to improve your chances of persuading your prospects to continue their buying process with you.

What's in it for your prospect. Rule number one in making any sales call is being prepared to answer your prospect's most pressing question at the time of you call - Why should I take my time right now to speak with you? In Miller Heiman's Conceptual Selling sales process, we call this the Valid Business Reason. The Valid part is for the buying influence, not the sales person. It's not what the sales person wants to get out of the call, it's what the buying influence will gain.

Sounds easy enough, but it's not always apparent. For example, what if you've never spoken to your buying influence before? What do you know about his or her needs or interests? What leads you to believe they could use your product or service now? If you don't take the time to consider the answers to these questions, or even research the possible answers to this question, you risk wasting your prospect's time -- and losing a selling opportunity.

How do you find out what's in it for your prospect? Zillions of ways. Let's go back to Ted who called my father. Was Ted referred to my father by a satisfied client? Then get some coaching from the satisfied client. Did Ted find my father's name on a mailing list? What could being a member of this list say about my father's income, demographics, investment philosophy, and more?

Let's say Ted learned from his satisfied client that my father is sort of retired, just built a new home, has a small but thriving golf business, and has no outstanding debt other than a modest mortgage on the new home. When you have little information to go on, ask yourself 'what then could persuade Monty to take the call?' How many hours a week does he devote to the business? Does he have any employees? Is the business funding itself? Does the business provide supplemental income, or is it a serious hobby? Does he have a financial planner handling his investments, taxes, and estate planning? What concerns do other small business owners like Monty have?

Now, when Ted calls, he can at least give my father a sense that he's done some homework. But if he wants Monty to return his call, he needs something else.

Announce who you are, why you are calling, how you got the person's name, and what you are asking them to do. Rule number two establishes credibility for you. Monty has never heard of Ted, though he knows Mary Ann. Ted should state his Valid Business Reason on Monty's voice mail.

With these two changes, Ted's voice mail message might be: "Hello Monty, it's Ted Miller from Rees & Associates. Mary Ann Abbott, a client of mine, referred me to you. Let me tell you why I'm calling. In talking to Mary Ann, I understand you own a small, growing business in the golf industry, have recently retired from Acme Corp. and have a beautiful new home on Thompson Lane. As a business owner myself, I know the challenges of wearing different hats. Like my small business clients, you probably prefer spending time helping customers, and looking for new ones. I would be delighted to share with you how my small business clients have used my services to get back to doing what they wish to do -- focus on customers. Would something like this interest you? Feel free to call my office at 281-555-1212.

This took a reasonable 40 seconds.

Like anything in selling, this too is no silver bullet. However, a small investment of research into your prospect, and a well-thought out Valid Business Reason - what's in it for the prospect - accomplishes two important tasks. One, it improves your chances of engaging your prospect in his/her buying process. Two, it qualifies your prospect. Save your time for prospects who are 'in the market' for your services, not those who aren't.

Mark Sellers is a sales consultant for Miller Heiman, Inc., a Reno, Nevada-based Corporation that helps businesses develop sales processes. Mark is President of Strategic Dimensions Consulting, a firm located in Dublin, Ohio. You can reach Mark at Miller Heiman by calling (800) 526-6400 or visit our micro site for more information about Miller Heiman's products and services.