As we continue composing your set of 8 each, 5″ x 8″ Cue Cards so you can painlessly and systematically qualify all B2B sales prospects before getting into your gas guzzler to only keep qualified in-person sales appointments, please note that Cue Card [2] is only necessary if the prospect doesn’t respond to your question asked during your use of Cue Card [1]
If you are confused by this opening statement, please read my June 30th blog posting titled: Mastering the Phone as a Sales Prospecting Tool because today’s blog posting is a continuation of the process begun on June 30th.
If you hear the sound of silence (no reply, no heavy breathing) then, the contents of Cue Card [2] should be vocalized to re-gain control of the qualifying call and to grab the prospect’s attention. It is called The Big BENE Card because it states very concisely the reason this prospect will WANT to listen to what you are about to say.
This is the moment you discover IF your direct mailing campaign worked. Most importantly of all, if it effectively set the stage for your timely qualifying follow up phone call. Did it uncover an open wound or raw pain this prospect is feeling? So much pain, that the prospect has been waiting to hear from you?
When you are composing your Qualifying Phone Follow up Presentation Script, hold this thought:
IF There is NO Pain……………..There is NO GAIN!
It is a selling reality. Selling is about satisfying an urgent need or soothing a FELT top of mind pain. If the person with whom you are speaking is tramatized by a lack of something you sell and they have the authority and ability to pay for it, you have a serious prospect on the phone, especially, if it is a constant, nagging pain they continue to experience. This nagging pain creates urgency. An immediate urgency from this felt-pain.
Wouldn’t our lives be so much more enjoyable if all prospects were this qualified? Not really! Our bosses wouldn’t need our services if order-taking was this easy and uncomplicated. This skill and our ability to use it repeatedly and successfully is really what sets the super successful sales achievers apart from the wannabes in the selling game. It’s the ultimate sales test where the rubber meets the road!
PAIN…..gets and holds a prospect’s attention. In 1999, an errant disc in my lower back got my undivided attention when it suddenly separated from my spinal vertabrae. From the moment it happened early on the morning of Oct 27, 1999 until 72 hours later when I slipped into unconsciousness on a surgical gurney my one-and-only focus was doing absolutely nothing to aggravate my severe pain.
Another, more timely example is the PAIN we are feeling at the pump, today! Since February 1974, the time of the first gas crisis, I have been repeating in print and on the presentation platform “the way we do business will change forever when gas increases to $4.00 per gallon”. Suddenly, I am getting media attention and being hailed as a visionary. Baloney! I have been parroting this for years. People just weren’t listening when gas was $2.00 or even $3.00 per gallon. They weren’t listening because they weren’t feeling THE PAIN.
Enough about pain! See below, between the ===== lines an example of Cue Card [2].
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[2] “[Mr. Prospect], SUPPOSE I Could Show You How To“ [top line in red ink]
[hand-print this body copy, in blue ink]
“DRAMATICALLY CUT YOUR COST of Getting NEW BUSINESS?” [This is an example of my BIG BENEfit Statement taken from one of my best Testimonial letters where the delivered 'quantified' value of my services was a single $52,000 order for 11 desktop computer systems booked 26 days after 1 of 83 Inacomp Computer Centers' store managers attended my December 1985 Power Prospecting seminar in Troy, MI.
[pause and continue]
“ I’m talking about REAL SAVINGS HERE….For One CLIENT a 52,000 DOLLAR RETURN on a 5,000 DOLLAR INVESTMENT in just 26 Days”. [I re-worded my BIG Benefit Statement Testimonial Story so it fits into my scripted, conversational delivery style]. ”I’m sure you would agree Results, such as these would be worth 20 minutes of your time, wouldn’t it?” [pause and wait for a reply]
Prospect replies:
YES-> Go to Cue Card [7] -> [ask your 5 key Qualifying Questions] -> Re-confirm your Appointment day, date, time and appointment address] -> End the Call and Decide to keep the appointment or cancel it based on the prospect’s answers to my 5 key Qualifying Questions.
NO -> Go to Cue Cards [3], [4], [5], or [6] -> End the Call and Begin the next Qualifying Call.
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That’s all Cue Card [2] has to say. See the final, edited version of Cue Card [2] below.
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[2] “[Mr. Prospect], SUPPOSE I Could Show You How To“
“DRAMATICALLY CUT YOUR COST of Getting NEW BUSINESS?” [pause and continue]
“ I’m talking about REAL SAVINGS HERE….For One CLIENT a 52,000 DOLLAR RETURN on a 5,000 DOLLAR INVESTMENT in JUST 26 Days…. ”I KNOW you would agree…. Results, such as these would be worth 20 minutes of your time, wouldn’t it?” [pause and wait for a reply]
YES-> Go to Cue Card [7] -> [ask your 5 key Qualifying Questions] -> Re-confirm Appointment day, date, time and appointment address] -> End Call -> Decide?
NO -> Go to Cue Cards [3], [4], [5], or [6] -> End the Call and Begin next Qualifying Call.
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5 ’Key’ Cue Card [2] Composition and Use Points to Remember:
If you would like to see Cue Card [2] and the entire Scripted 8 Cue Card set with actual wording and the complete explanation and justification for use, CLICK on Purchase the E-Book Now in the right sidebar. My Power Prospecting eBook costs $40 and includes 4 FREE Bonus items. Plus, my NO NONSENSE Money-Back Guarantee gives you an entire year to try my program and then, if it doesn’t work for you; e-mail me your 5 completed Homework Assignments as proof, and I’ll refund your $40 credit card payment. Why does my guarantee require proof you have completed the 5 Homework Assignments? To discourage impulse buyers!
Part 3 of The Phone as a Sales Prospecting Tool will address your 4 typical Objection-Response Cards.