How to Master the Art of Selling by Tom Hopkins

Author:Tom Hopkins
Language: eng
Format: epub, pdf
Publisher: Made For Success Publishing
Published: 2015-04-05T04:00:00+00:00

THE PHONE SURVEY

I have a little challenge for you here that’s really exciting. You get to write your own market survey. Don’t fear. I’d never make you do it alone. I’ll provide the starting information and guidance. Perhaps it’ll go faster, and you’ll wind up with a better survey, if you team up with two or three like-minded people in your sales organization and write a market survey together that you’ll all use as a prospecting formula. Start with the basic format that follows and tailor it to fit your product or service, your trading area, and your company’s strengths and selling methods. As you develop your survey, give careful thought to the order in which you’ll ask the questions. After the third step, some other sequence may suit your offering better than the one I’ve given here.

1. Use the person’s name immediately. This is crucial. Using their name soon and often causes them to listen more closely to your message.

“Good morning. Is Mr. Hammersmith there?”

2. Introduce yourself and your company. As soon as you have the right person on the line, identify yourself in warm and friendly tones.

“This is Tom Hopkins with Champions Unlimited.”

Then move immediately into your market-survey approach.

3. State your purpose and ask the first survey question. Do this without pause between purpose and question. Use a pleasant tone that invites a conversational reply. Your first survey question should get right at whether or not they’re interested in what you’re marketing.

“I’m conducting a market survey—it’ll only take a moment. Do you mind telling me whether you presently own a boat?”

4. If they say no… With many products and services, getting a no at this point is great; with others, it means that you should pleasantly end the call and go on to the next one. If you’re looking for a no here, carefully rehearse how you’ll handle it. Frame your next questions to invite conversational replies that give you critical information and help to establish rapport.

“Would you like to own a boat sometime in the future, and if so, would you prefer a powerboat or a sailboat?”

Anytime you have a friendly conversation with folks who turn out not to be emotional and logical candidates for your offering, ask them for a referral. If you’re working a good list, they’re very likely to have a friend or two who is precisely the kind of prospect you’re looking for. Use the card referral system’s principle of helping people isolate a few faces from the multitude they’re familiar with. For example, if the list you’re prospecting from is a club roster, ask them if any of their friends at the club might be interested in having a brochure mailed to them on whatever you’re marketing.

5. If they say yes… “Yes, we own a boat.”

“Oh, fine. May I ask what type and make it is?”

After this step, your prospecting call can go off in any of several different directions, and how our boat salesman would handle them all need not concern us here.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.