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Smart Calling — Back-Matter: Index and About Art Sobczak
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INDEX A “About us” section, 45 Accounts payable and receivable, 58 Allport, Gordon, 209 American City Business Journals, 51 Analysis and recommendation, 225–226, 227 Annoyances, 153 Annoying phrases, 202 Approved list, 58 Assistants, 58 Assumptions coming true, 213–214 Assumptive problem questions, 144, 145, 146 Assumptive statements, 117–118 Avoidance, 210 B Bacon, Francis, 38 Bad information, 229 Baseball opening, 115 Bechtel, Michael, 137 Benefit questions, 156–157 Benefits of telephone prospecting, 8–12 Bergoust, Eric, 214–215 Bigger call objectives, 212–213 Big jump, 213–215 Blogs, 51 Boomtown (TV show), 23 Borba, Scott-Vincent, 13 Boyan, Lee, 209 Buffington, Perry, 203 Buyers: daily world, 24 dislikes, 26 impact, 24–25 motivation, 25 C Callback commitment, 190 Callbacks, 188. See also follow-up calls Call examples, 230 Calling big opportunities, 210 Calling card, 219 231
232 Index Calling high in an organization, 211–213 Call strategy and preparation, 227 Call summary, 190 “Can you help me” question, 112 Carnegie, Dale, 118–119 Cell phones, 221–222 Cheap Psychological Tricks (Buffington), 203 Cialdini, Robert, 56–57, 170, 172 Clarification, 154 Client response, 136–138 Cold calling. See also smart calls/calling: myths of, 12–13 term, 9 Cold Calling for Chickens (Etherington), 10 Cold calling vs. smart calling, 7–18 myths and truths about, 12–13 prospecting success, 13–15 telephone prospecting, 8–12 Commitment: callback, 190 for next action, 175–185 what they will do, 190 what you will do, 190 Company referrals, 221 Company site searches, 46 Competitor vulnerability, 48–54 Confidence, 35–36 Conkling, Robert, 163 Consistency in sales recommendations, 172–173 Coolidge, Calvin, 38 Cost reductions, 30–31 Creation of possible value proposition, 21–37 Customer experiences, 33–35 Customer services, 58 D Database, 44 Decision makers: calls to, 110–112 location, 220 Decision making hierarchy and process, 152 Decision-making organization chart, 219 Decision request, 113–116 Declarative statements, 117–118 Definition, 26–27 Developing Strong Value Propositions (Konrath), 34–35 Differentiation, 31–32 DiModica, Paul, 10 Direct response advertising, 9 Dissatisfaction, 40 Domanski, Jim, 105–106 “Don’t say” phrases, 109–116 Dow Jones, 52 “Do you have a few minutes to talk” opening, 116 Dumb calls vs. smart calls, 15 Dun & Bradstreet, 52
Index 233 E Effective telephone communication, 199–204 annoying phrases, 202 filler sounds, 201 habits, 202 recording call review, 201 recording calls, 202–203 recording calls legality, 203 sales skills, 202 sounding like a salesman, 200 stand for sales, 203 valuable information, 202 voice improvement self-study course, 204 the way you sound, 201 Elias. Craig, 40 e-mail to find the buyer, 218 Encouragement statements, 162 Enright, Rosalind, 209 Etherington, Bob, 10 Examination, 157 Executive assistants, 36 Eye contact by phone, 161–162 F Facebook, 52–53 Fear of calling, 208–209 Feil, Larry, 222 Filler sounds, 201 FindArticles site, 51 Finding buyers, 219 Following buyers, 220 Follow-up calls: notes review, 193 success, 187–189 timing, 191–192 Fox, Jeffrey J., 150 Frankl, Victor, 209 Free and paid sources, 51–52 Future opportunities, 12 Fuzzy phrases, 154 G Galper, Ari, 134 Gatekeepers, 58 Google, 47 Google news alert, 48–54 GoToMyPC service, 42 Gregory, Richard C., 150 H Habits, 202 Helping apologies, 112–113 High Performance Sales Training (Boyan and Enright), 209 Homework assignments, 189 “How are you today” question, 119–121 How to Get People to Do Things (Conklin), 163 Human resources, 58 Hurried sounding prospect, 130 Hyman, Ben, 136 I Iceberg theory of questioning, 147–150 Immediate opportunities, 12
234 Index “I’m not trying to sell you anything” call, 116 Inadequacy feelings, 35–36 Influence: The Psychology of Persuasion (Cialdini), 56 Information from prospects, 38–40 Information queries, 56 Instructional statements, 150 Intelligence gathering, 38–54 American City Business Journals, 51 blogs, 51 database, 44 Find Articles, 51 free and paid sources, 51–52 Google news alert, 48–54 information from prospects, 38–40 Jigsaw, 50 LinkedIn, 50–51 Manta, 51 online information, 45–47 past customers, 44 personal information, 42–43 social networking, 52–54 sources for, 43–44 trigger events, 40–42 Interest-creating opening statement process, 125–126 Interruptions, 222 Investor relations, 58 “I’ve got too much time on my hands” call, 115 J Jennings, Ken, 213 Jigsaw, 50 Jim Furyk theory, 123 Job postings, 45–46 Justification statement, 57 K Kendall, Rick, 137 Kennedy, Dan, 52 Killam, Patrick, 219 Konrath, Jill, 34–35 L Langer, Ellen, 57 “Last resort” question, 194–195 Lee, Bill, 79 Length of opening statement, 128 Letting them talk, 158–159 LexisNexis, 52 Line of questioning, 144 LinkedIn, 50–51 Listening, 158–164 encouragement statements, 162 eye contact by phone, 161–162 letting them talk, 158–159 listening/talking ratio, 163 listening tools, 160–161 out of a sale, 163–164 pauses, 160–161 prospects terminology, 161 verbal nods, 162 voice, lowering of, 162 Listening/talking ratio, 163
Index 235 Listening tools, 160–161 Literature request, 138 Loaded benefit question, 146–147 Locator web sites, 52 M Mackay, Harvey, 43 Mackay66 tool, 43 Managers, 37 Manta, 51 Meisenheimer, Jim, 156 Minimization of resistance, 108–121 Mission statements, 45 Mistake-filled call, 226–228 Mistakes, 153 Mitnick, Kevin, 56 Motivation, getting and staying, 205–217 about, 205–207 assumptions coming true, 213–214 bigger call objectives, 212–213 big jump, 213–215 calling big opportunities, 210 calling high in an organization, 211–213 fear of calling, 208–209 rejection management, 207 selling more, 215–217 size does matter, 210 “so what” to fears, 210 Moulton, Garth, 50 Myths and truths about cold calling vs. smart calling, 12–13 N Name pronunciation, 119 Names of clients, 220 Need and interest, 190 Needs, pains, problems and desires quantification, 150–151 Negative preconditioning, 173–174 Nelson, Tim, 46 Next action, setting up, 186–195 callback commitment, 190 call summary, 190 follow-up call, notes review to, 193 follow-up call success, 187–189 follow-up call timing, 191–192 “last resort” question, 194–195 need and interest, 190 next-call agenda, 191 problem and interest, 190 what they will do commitment, 190 what you will do commitment, 190 Next-call agenda, 191 Next step recommendation: other people principle, 170–171 vs. pitching, 166–167 positive preconditioning, 173–174 principle of consistency, 171–172
236 Index Next step recommendation (Continued ) process of, 167–169 sales recommendation, 172–173 social proof, 170 words of other, 169–170 “Not interested” response, 139 O Objectives, 123–124 Old/archaic sales techniques, 151 Olson, Jared, 137–138 OneSource, 52 Online information, 45–47 prospects, web site of, 45–46 Opening statements, 122–131, 228 about, 108–112, 122 assumptive statements, 117–118 baseball opening, 115 “can you help me” question, 112 decision request, 113–116 declarative statements, 117–118 “Do you have a few minutes to talk” opening, 116 examples of, 113–116 helping apologies, 112–113 “How are you today (HAYT)” question, 119–121 hurried sounding prospect, 130 “I’m not trying to sell you anything” call, 116 interest-creating opening statement process, 125–126 “I’ve got too much time on my hands” call, 115 Jim Furyk theory, 123 length, 128 makeover of, 224–226 objectives for, 123–124 possible ending phrases, 126–128 resistance after, 132 scripting, 124–125 show and tell, 115 thanking, 113 time, 128 unconventional technique, 129 unusual names, 118–119 voice mail message, 130–131 weasel words, 129 Other people principle, 170–171 P Parinello, Anthony, 211 Past customers, 43, 44 Pattern interrupt, 133–134 Pauses, 160–161 Peoples, David, 211 People Magazine theory, 170 Personal information, 42–43 Personal motivators, 24 Personnel background, 156
Index 237 Persuasion vs. conflict, 172 Pitching recommendation, 166–167 Pivot, How to Turn in Attitude Can Lead to Success (Zimmerman), 206 Positive preconditioning, 173–174 Possible benefits, 29 described, 143–144 as questions, 143–144 ways to provide, 29–30 Possible ending phrases, 126–128 Possible value proposition: about, 21–23 benefits of, 29 buyers, daily world of, 24 buyers, dislikes of, 26 buyers, impact to, 24–25 buyers motivation, 25 cost reductions, 30–31 creation of, 21–37 customer experiences, 33–35 definition of, 26–27 differentiation of, 31–32 inadequacy feelings, 35–36 trite phrases, 27–29 understanding prospects, 23–24 value meanings, 36–37 ways to provide, 29–30 Pre-call planning: Preliminary intelligence, 227–228 Present suppliers, 155–156 Press releases, 45 Price negotiation, 163–164 Price question, 139–140 Principle of consistency, 171–172 Principle of persuasion, 170–171 Problems: and interest, 190 repairs to, 44 Prospecting success, 13–15 Prospects: terminology of, 161 web site, 45–46 Psychology of Winning (Waitley), 212 Public relations (P.R), 58 Purchasing, 58 Q Question quality, 155 R Readiness on hold, 220 Reality TV rule, 170 Recording calls, 202–203 legality of, 203 review of, 201 Rejection, 12, 15 Rejection management, 207 Resistance, minimization of, 108–121 Resistance to smart calls, 132–141 about, 132–133 case study, 140–141 client response, 136–138 literature request, 138
238 Index Resistance to smart calls (Continued ) “not interested” response, 139 pattern interrupt, 133–134 price question, 139–140 rush, 139 simplicity, 134 softening statement, 134 sounding dumb, 133–136 traps, 138 Resistant reflex responses (RRRs), 132 Richter, Sam, 46–47 Robbins, Tony, 133–134 Roberts, John, 152 Ruffing, John, 47–48 Rush, 139 Russet, Tim, 171–172 S Sales departments, 58 Sales recommendation, 172–173 Sales reps, 60 Sales skills, 202 Screeners, 13, 58 Script delivery, 124 Scripting, 124–125 Second source, 137 Selling more, 215–217 Selling to the Top (Peoples), 211 Selling to Vito (Parinello), 211 Show and tell, 115 Simplicity, 134 Size does matter, 210 Small talk, 120 Smart calls/calling: vs. dumb calls, 15 early resistance to, 132–141 makeovers and case studies, 224–230 truths about, 12–13 Smart calls/calling, makeovers and case studies: analysis and recommendation, 225–226, 227 bad information, 229 call examples, 230 call strategy and preparation, 227 mistake-filled call, 226–228 opening statement, 228 opening statement makeover, 224–226 preliminary intelligence, 227–228 Smart calls/calling, success tips, 218–223 calling card, 219 cell phones, 221–222 company referrals, 221 decision makers, location of, 220 decision-making organization chart, 219 e-mail to find the buyer, 218 finding buyers, 219 following buyers, 220 interruptions, 222 names of clients, 220 readiness on hold, 220 voice mail greetings, 222
Index 239 Smart questions: annoyances, 153 assumptive problem questions, 145 assumptive problem questions creation, 146 benefit questions, 156–157 decision making hierarchy and process, 152 examination of, 157 fuzzy phrases, 154 iceberg theory of questioning, 147–150 line of questioning, 144 loaded benefit question, 146–147 mistakes, 153 needs, pains, problems and desires quantification, 150–151 old sales techniques, 151 personnel background, 156 possible benefits, described, 143–144 possible benefits as questions, 143–144 present suppliers, 155–156 question quality, 155 success story, 153–154 use of, 142–157 Social engineering theory, 56 Social engineering to gather intelligence, 55–62 about, 55–57 contact selection, 57–58 examples of, 60–62 tips about, 59–60 Social networking, 52–54 Social networking site, 50 Social proof, 170 Softening statement, 134 Sounding dumb, 133–136 Sounding like a salesman, 200 Sounding smart, 199–204 Sources, 43–44 “So what” to fears, 210 “Speak less, sell more” rule, 159 Spreda, Tim, 173 Stand for sales, 203 Staples (office supply company), 30 Stock, 53–54 Success story, 153–154 Swim with the Sharks (Mackay), 43 T Take the Cold out of Cold Calling (Richter), 46–47 Telephone prospecting, benefits of, 8–12 Telephone Prospecting and Selling Report, 105 Testimonials, 35 Thanking, 113 The 12 Best Questions to Ask Customers (Meisenheimer), 156 The Art of Deception (Mitnick), 56 The Dollarization Discipline (Fox and Gregory), 150 The way you sound, 201 Time of opening statement, 128 Toastmasters, 201
240 Index Top-level executives, 37 Trade journals, 52 Traps, 138 Trigger events, 40–42 Trite phrases, 27–29 Truths about smart calling, 12–13 Twitter, 52–53 U Unconventional technique, 129 Understanding prospects, 23–24 Unlock the Game (Galper), 134 Unusual names, 118–119 Users, 57 V Valenta, Ales, 214 Valuable information, 202 Value Added Selling (DiModica), 10 Value meanings, 36–37 Verbal nods, 162 Voice, lowering of, 162 Voice improvement self-study course, 204 Voice mail greetings, 222 Voice mail message, 130–131 W Waitley, Denis, 212 Wall Street Journal, 43 Weasel words, 129 Weinhaus, Evonne, 136 “What they will do” commitment, 190 “What will you do” question, 189 Wirsing, Jeff, 137 Words of other, 169–170 Wrapping up calls, 186–195 Z Zerg, Nancy, 213 Zimmerman, Alan, 206
ABOUT ART SOBCZAK S ince he was 14 years old, in his first sales job on the phone selling tickets to the police fund-raising circus, Art Sobczak has been a student, practitioner, and, for the past 27 years, also a teacher of professional sales and prospecting using the phone. All through high school and college he held a variety of jobs that allowed him to sit in the comfort of an office, making money for others and himself simply by talking on the phone. He knew he was onto something. That trend continued after college in corporate sales positions with the original AT&T, and with a division of American Express. Since forming his company, Business By Phone Inc., in 1983, Art has helped hundreds of thousands of salespeople—and those who might not have considered themselves being in sales—to generate untold millions of dollars and extraordinary success by saying and doing the right things by phone using conversational, commonsense, nonsalesy processes and techniques. He provides this assistance through many forms, including cus- tomized onsite training workshops for companies and associations (over 1,200 delivered) and his public Telesales College two-day training seminars. In addition, he has authored over 100 audio, video, and printed and electronic learning resources; for over 26 years he has written and published the monthly Telephone Prospecting and Sell- ing Report training newsletter, and for over 10 years his free weekly sales tips e-zine. To contact Art about possibly customizing a Smart Calling work- shop for your company or association, or any other type of telesales 241
242 About Art Sobczak training, e-mail him at ArtS@BusinessByPhone.com, or call (402) 895-9399. Other Smart Calling and Telesales Resources www.BusinessByPhone.com Free weekly e-mail sales tips, free e-book, and listing of Art’s other books, audios, videos, and other training resources. www.Smart-Calling.com Updated Smart Calling tips, seminar schedule of Smart Calling workshops, and other resources, such as audios and videos and free reports. www.TelesalesSuccess.com Art’s Inner Circle membership and coaching program where you can have personal access to him. www.TelesalesBlog.com See Art’s tips, rants, humorous musings, and actual examples of recorded calls.
“Finally, a sales book that makes sense! As a master sales trainer, Art nailed—no, obliterated—the number one fear of selling in this great book: cold calling! Let him teach you to stop cold calling and start Smart Calling!” —LARRY WINGET, television personality and New York Times bestselling author “Smart Calling is the benchmark as the highest professional standard for effective cold calling. Take the initiative to read and implement Art’s rational principles and you will sell much more and develop a prospect base of potential customers who will call you when they are ready to purchase or graciously take your future calls. This is THE BEST sales text I have read in the past twenty years.” —REX CASWELL, PhD, VP, LexisNexis Telephone Sales “You get only one chance to make the right impression in sales. If a top prospect gets a hundred calls a week, you want to be the one he remembers and buys from. Art’s proven methods create a unique brand for you and position your offering as the best option. Art’s advice isn’t just smart, it’s priceless.” —BOB SILVY, VP, Corporate Marketing, American City Business Journals “Smart Calling effectively enables inside sales reps and organizations to accomplish a top priority—acquiring new customers. Art’s pragmatic and actionable techniques will increase productivity, success, and professional satisfaction.” —BILL McALISTER, SVP, Inside Sales, McAfee “A must-read, must-own book for anyone who wants to increase their sales right away with less effort and more fun. I’m so sure this book is a winner for anyone who needs to call prospects that I’ll personally assure you that your results will increase noticeably after reading it, or I’ll send you your money back.” —MIKE FAITH, CEO & President, Headsets.com, Inc. “If you need to make a fi rst call to anyone, for whatever reason, this book is for you. More than common sense, it’s a real-world, no-fl uff, simple approach that anyone can use to be successful.” — DARCI MAENPA, President, West Coast Chapter, American Teleservices Association; Director, Member Support, Toastmasters International Praise for SMART CALLING