What to Do When They Say They Haven't Read The Literature

Every day sales reps miss sales opportunities when they participate in this scenario at the beginning of a follow-up call:

Prospect: "I have your information right here but I haven't taken a look at it yet."

Caller: "Oh, OK, I'll give you a call back in a few days."

STOP! What's wrong here? Let's analyze the prospect's words, and see what kind of clue we see:

Prospect: "I have your information right here but I haven't taken a look at it yet."

This is your opportunity to say,

"Ok, well as long as you have it there, why don't you grab it, and let's go through it together."

This works beautifully for several reasons. First, you're not allowing your literature to stand alone to do your job: the selling. That's what happens when literature is sent with the instruction, "Take a look at it and I'll give you a call to see what you think."

On the other hand, when you request that you examine it together, you're walking them through the finer points; areas you know they have interest in.

Also, you get them physically involved. When your telephone partner does something in response to your request, he/she has moved from the passive state of simply talking on the phone, to proactively engaging their senses of sight and touch.

And, you save time by using this technique. If you meekly say you'll call back, what are the chances you'll reach them the very next time you phone? One in three, maybe? How much time do you spend on pre-call planning, and writing or typing notes each time you don't reach a person? Five minutes at the least? This time adds up. Time that is gone forever. Time that could be invested in more productive opportunities. Time that doesn't need to be lost if you seize the opportunity when it arises.

Here are steps to keep in mind as you prepare your follow-up call so you're ready in case they "haven't read the literature."

Four Steps

1. Your preparation for the follow-up call actually takes place as you end your initial prospecting call. You need to be convinced that they indeed are a good prospect according to your criteria, and that they do have interest in what you're offering. Be stingy with your time and literature. Don't be of the mindset that the more literature you flood the marketplace with, the better. This results in disappointment. There's nothing wrong with saying, "Pat, if I'm reading this conversation correctly, it seems that if you like what you see when I send the specifications, we have a great chance of working together. Is that right?"

2. Before your follow-up call, be certain you review your notes so you have their "primary hot button" in mind. If you can't pinpoint a hot button, your first call wasn't strong enough. You shouldn't elect to place a follow-up call unless you know the person is interested in some aspect of your offer.

3. Have in front of you a copy of the material you sent. Be prepared to direct them to a page, a paragraph, or whatever is appropriate to get them talking.

4. Don't be discouraged if you do indeed need to give them a call back, IF you have at least tried to engage them during this conversation.

Even if they haven't looked at your literature, take advantage of the situation and get them involved!

Art Sobczak helps sales pros use the phone to prospect, service and sell more effectively, while eliminating morale-killing "rejection. To get FREE weekly emailed TelE-Sales Tips visit: http://www.BusinessByPhone.com

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