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**4. NEVER LOSE CONTROL** You must always maintain control over the conversation. If you lose control over the conversation, you are going to get caught in “Maybe Land.” Once you lose control over the conversation or let it drift away from your agenda (which is to book a meeting) you can only lose in another more important way. How do you lose? Once you lose control of the conversation, you’ll be thrust into that “send me information… call me back… hey, why don’t you spend time to put together a quote or proposal for me (even though the odds are high I won’t purchase from you)” dimension. And that, my friend, is a very low productivity place to be in.
We have previously touched upon the necessity of thinking in terms of groups. Rather than caring about what happens on any individual call or whether you penetrate any individual account, worry much more about how effective you are with a whole group of prospects. Consider the following as a good example of why you have to think in terms of groups. If you concentrate on individuals, once they start talking about their.
So, after you have used your winning “Set The Appointment” script (modeled, of course, on previous lessons) you should ask two additional questions that qualify prospects for money and timing.
1. “Mr. Prospect, our average project is in the $5,000 to $7,500 range. Is this the range you have budgeted for this project?” Since our goal is to weed out the smaller projects, this question is non- threatening and provides insight into the odds of a prospect’s investing $5,000 or more.
2. “Mr. Prospect, if our price were right and you felt comfortable with everything, what would you do?” If they say: “Hire you to start in one month” that’s a great appointment. If they start talking about speaking to someone else, convening a committee, checking with the finance person for budget authorization, etc… then bells and whistles should start to go off in your head and you should probe deeper before deciding what you should invest with that prospect at that time.
That is a lot for one sentence to do but this structure does it well. So, we have told them (in about 18 seconds) who we are and where we are calling from and what we do. We’ve also underscored why we are so credible. Then, we oriented their thinking to where we need it to be. Are they looking for information or options regarding their purchase of technology equipment? With the last statement of our script, we tell them specifically, clearly and unequivocally exactly what it is we want them to do. “If you are, we would like the opportunity to introduce ourselves, give you information on some programs that other companies have found valuable. If you hear something you like and think of us in the future, that would be great. Would you have any time in the next week or two?” Boom! End of script. Notice that we are accomplishing a number of things with that last line. We are asking for the opportunity to introduce our-selves. That goes down a lot easier and is a lot softer than saying we want to meet with you to try to sell you something. That statement does not create any resistance from our target. Essentially all we’re saying is that “we want to give you some information on things we do differently and some programs that other.
What have we conveyed? We are going to give them information on things that other companies have found valuable. Maybe we have something they could benefit from. Other companies have benefited. Maybe they will. The sentence continues…”If you hear something you like and think of us in the future that would be great. Would you have any time in the next week or two.” What we are doing with that statement is taking away all the pressure and deflating resistance to a meeting. We talk about introducing ourselves… about giving them information on valuable programs… and we’ve told them that if they think of us in the future that would be great. We are communicating to them that we are not going to push them to sign a purchase order at this meeting. We’re telling them that we are not going to pressure them. Then we ask them very directly what it is we need to know. Do they have any time in the next week or two?
Later in the day I would call these remaining records again and go through the same drill. If they picked up the phone, I attempted to book the meeting. If they didn’t, I would hang-up when I heard voicemail. I would repeat this one more time at the end of the day. So what was I doing here. I was spending more time with higher value records. Making more dials to higher value records than I was to smaller value records. This led to more conversations with higher value suspects and subsequently more appointments set with higher value suspects. What positions you to properly allocate your time is asking the potential worth questions. What greatly increases the number of conversations you have with a more valuable segment of your suspect pool? You have asked the questions to obtain that information then purposely allocated more time to that group.