Guerrilla Marketing in 30 Days by Al Lautenslager

Author:Al Lautenslager [Conrad Levinson, Jay; Lautenslager, Al]
Language: eng
Format: epub
ISBN: 9781613082690
Publisher: Entrepreneur Press

Presentations

Just like in direct selling (see Day 14), you have to have a presentation, develop a trusting relationship, ask a lot of questions, and eventually close the sale. Many of the personal selling techniques discussed on Day 14 are transferable to this day: building relationships, understanding needs, listening, and offering solutions of value.

Without the other tools you normally have in your arsenal, it’s tough to demonstrate effectively over the phone. However, you can provide plenty of information to persuade a prospect and obtain an order.

Telemarketing/teleselling calls aren’t long sales presentations. You want to communicate quickly and effectively that you have something of value for prospects as soon as you have learned more about them. Your solution should address those challenges or problems that were uncovered in the line of questioning earlier in the call. Only discuss how your solution will solve their problem, address their need, or create what they want.

Quality phone calls will sell more than quantity. Making sure that you are calling a targeted prospect that has the need for your product or solution is key. Otherwise, you are an interruption. People don’t sit in their office or at home hoping and waiting for someone to call them to sell something. They are, however, hoping and wishing for a solution to their problem.

Just like personal selling, telephone communication is used to build and maintain relationships. It’s not always a direct, hard-hitting sales call. Following up on orders and questions and providing additional information are all part of customer attention. The number-one reason customers leave to use your competition is lack of attention. Making a follow-up call lets your customers and prospects know that you don’t take them for granted.

Sometimes your follow-up call will be a call asking for an order. Your goal is to move prospects to the next level of commitment, with the ultimate level being the placing of an order. If you have developed the proper relationship, earned trust, and built confidence, your telephone contact will be successful. Failing to do any of these steps will cause your target prospect to think of every excuse in the book (not this book) not to take your call.

Because you are not physically present when using your telephone as a marketing weapon, there are a few things necessary for “safe marketing”:

•Don’t talk in a monotone. Feel free to be a bit more animated, putting emphasis where emphasis is needed. It’s even OK to “talk with your hands” on the phone.

•Don’t think you have to have absolute privacy to make your call. Shyness will come across even on the telephone. Practice talking on the phone in public. This will increase your presentation and your confidence.

•Take into account that you are an interruption. If you sense this, ask when it would be a better time to call back.

•Continue to be positive. Body language can’t be read (and this includes yours) back to the customer. Positive tones lead to positive results.

•Smile when talking on the phone. It is unbelievable how this works. This can be detected in the mood and tone.

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