Six months ago I temporarily shut my business down to refocus,
rename and rebrand my company. I also needed to create a web
site. Finally, after several months of gut-wrenching work, I was
ready for prime time - eager to get back to work.
My value proposition was strong; my target market clearly
defined.
After identifying companies that met my parameters, I went
on-line to research them. I requested annual reports and read
them carefully. I wanted to ensure that when I talked to the
executives, my services were aligned with their business
objectives. Then, I developed my Top Ten List.
But my preparation still wasn’t complete. I needed a phone
script to make sure I didn’t sound like a blathering idiot when
I reached their voicemail. So, I went to work on that.
I wrote a script and then rewrote it. To hear how it sounded, I
called my own phone number and left a message on my own
voicemail. At first I sounded awkward, stilted. How you talk is
really different from how you write. So, I’d make changes and
try again - and again.
Finally, I got it down pat and was able to leave a personable
message that conveyed exactly what I wanted to say in about 30
seconds. By the time I was done, it wasn’t a script anymore; it
was just me talking.
It was time to pick up the phone! I’ll start tomorrow, I
promised myself.
Well, after about a week of doing just about anything to not
make calls, I decided I couldn’t avoid it any longer. I stared
at the phone. My stomach was churning. Thoughts of saying
something stupid and stumbling over my own words raced through
my mind.
I looked again at my list of targeted companies, thinking it was
nicer to have them on my prospect list than to have them say
‘no’ to me. At least there was still the possibility that we
could do business in the future.
“This is absolutely ridiculous,” I thought to myself. “Here I
am, a seasoned sales professional and I’m suffering a severe
case of call reluctance.” There was only one way to put a stop
to this. I had to call someone – right away.
Taking a final look at my Top Ten list, my eyes zeroed in on my
top prospect. I picked up the phone and started dialing.
6...1...2... I paused, wanting to hang up, but I didn’t. I took
one last look at the highlighted bullet points I wanted to cover
in the voicemail and forced myself to continue dialing.
The phone rang. I stood up - erect, with good posture to ensure
the best possible voice quality. It rang again. I smiled, to
make sure I sounded approachable... personable. It rang again.
“This is Peter,” the voice said in a brisk British accent. I
waited for the voicemail to continue, ready to deliver my
message at the sound of the beep. There was a pause - a long,
silent pause.
Suddenly I realized I was talking to a human, not a machine. I
was dumbstruck. The last thing in the world I expected was to
get the Vice President of Sales in person. No one ever answers
phones anymore.
My mind went blank; everything I planned to say totally
disappeared. Words came pouring out of my mouth. I bumbled. I
stumbled. I sounded like a blathering idiot. I would have hung
up on me!
Sure enough, the VP was quick to cut in, “We don’t need any of
that. We handle it all internally.”
Under just about any other circumstances, I would have taken the
comment in stride and addressed it easily. Instead, I sputtered,
“Oh ... Well, thank you for your time,” and got off the phone as
quickly as I could.
Shaking my head at my own incredibly stupid behavior, I started
to laugh ... and laugh and laugh. It couldn’t get any worse.
Now, I was ready to make calls.
LESSONS LEARNED
1. NEVER, EVER call your best prospects first. When you’re
selling something new, there are always glitches to work out and
new obstacles to overcome. I tell this to every sales group with
whom I work. If I’ve said it once, I’ve said it a million times.
“Practice on your B or C prospects - ones you can afford to
lose.”
2. Have a voicemail plan AND a real person plan Even though 95%
of the time you’ll probably get voicemail, you must have a
contingency plan in case a human answers.
3. Be prepared for common obstacles too. When you’re selling you
can almost count on hearing things like, “We don’t need any” or
“We’re happy with our current vendors.” Don’t be stupid like I
was and say, “Oh.” There are much better responses. Plan for
them.
4. Make the process a learning opportunity. If you don’t get the
reaction you hoped for or you run into some obstacles that are
difficult to overcome, simply consider that feedback. Look at
what you’re saying and how you’re saying it. Make changes and
try again. Don’t let yourself be defeated by a few rejections.
Figure out what needs to be different and experiment. It truly
isn’t the end of the world unless you let it be.
5. Laugh at yourself - we all make mistakes. Sometimes I can’t
believe I actually called my best prospect first. I knew better.
I also can’t believe I didn’t prepare for talking to a real
person. Again, I knew better. Don’t ask me where my head was
that week. I guess I just wanted to get out there and make
things happen. And I really did want to do work with that
company.
Fortunately, the conversation was so short I didn’t make any
lasting impression. I think I’ll call Peter again soon and do it
right this time!
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