Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Why Executives Wont Take Your Call > NetSparsh - Viral Content you Love & Share

Why Executives Wont Take Your Call

Do you hang up on telemarketers? 9 times out of 10 I do.

Why do we do this? I hang-up because I am afraid that they are going to waste my time.

Telemarketing is a tough job. Most of the people who do it aren't given enough training to excel at it. Companies take the sink or swim attitude in hiring here.

As a result, you, I, and everyone else receive a lot of bad telemarketing calls. It's to the point where we expect the calls to be bad. We are conditioned by experience to assume that they will suck.

This conditioning by bad telemarketing makes it very difficult for the business sales professional to get through to c-level business executives. I had an experience recently that made me think about this. The events took place by email rather than by phone, but the psychology around the events is the same.

I received an email offering me a free "special report" on eSelling using streaming media technology. I get so much spam these days I am not sure if this email was spam, or if I was on their opt-in or opt-out list. Doesn't really matter though, I decided to respond as the email caught my interest.

I clicked on the link to get the special report. I was taken to a lead form webpage to fill in my personal information - name, address, phone number, etc. Minutes later I was downloading the special report and printing it out. Well done on their part I thought.

I read the special report. The first few pages were great. It spoke my language. It talked about how technology isn't usually designed for selling, but that theirs is.

Then I read the next section of the special report.

This section explained what their technology was and how it worked. It told me all about how the internet uses web pages, web servers that are "stateless", blah... blah... blah....

Yawn...

They lost me.

Let's go back now to when I filled in my personal information on their website download page. On their webpage, I didn't enter a phone number, even though it asked for one. Like you, I have been conditioned to expect that most sales pitches I get will suck. I did not want another sales call that would waste my time.

Getting me to download and read their special report, was the equivalent of getting past the gatekeepers and the voicemail screen to speak to the executive. They had my interest until they bored me with tech-talk that I didn't need to know at that point. Then they lost the sale.

The same thing happens when we try to get through to exec's. They are afraid that you are going to waste their time. So they put up a lot of screens to keep you out.

It is nearly impossible to come up with set of sales persuasion techniques to get past every screen every time. You can improve your percentages though, by following a simple formula.

When cold-calling executives focus on these three things:

  • Benefit gain,
  • Pain elimination,
  • How easy it will be to get these from you.

Be specific about the potential benefit gains and pain elimination. Tell them that one of your customers saved thousands or millions of dollars by working with you (using a real customer success story that you have verified of course).

Do not discuss how your customer got these benefits. And avoid identifying yourself by the type of product or technology that you sell. If you make either of these mistakes, you have given your target something to pigeonhole you with. Once that happens, you lose the opportunity to keep the conversation going long enough to establish whether there is even a problem of his that you can solve.

You want to be specific about the cause and magnitude of their pain, yet vague about just how you will eliminate it. You only need to show that you *can* eliminate it. You do this by relating the specific benefits or pain gained or eliminated by one of your customers.

All you want to discuss at the beginning of your call is what they can expect to get from doing business with you and how easy or quickly they can get it. Make the gatekeepers your allies. Treat them with respect by assuming that they know as much as your target exec does (they often do). Use the same approach with them, and you are much more likely to get put through to the executive.

Save the "how it works" discussion for your meeting with the lower level people responsible for making it work. Otherwise, you may never get that opportunity.

© 1999-2004 Shamus Brown, All Rights Reserved.

Shamus Brown is a Professional Sales Coach and former high-tech sales pro who began his career selling for IBM. Shamus has written more than 50 articles on selling and is the creator of the popular Persuasive Selling Skills CD Audio Program. You can read more of Shamus Brown's sales tips at http://Sales-Tips.industrialEGO.com/ and you can learn more about his persuasive sales skills training at http://www.Persuasive-Sales-Skills.com/

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

Forbes

Lack Of Diversity Will Cause Your Sales To Decrease
Forbes
There are a few examples of how diversity will affect your sales negatively. If you're in a predominantly Asian geographic area or an area with a large Asian population, then you're going to need to hire someone with the same background. There are a ...


Wall Street Journal

US Existing-Home Sales Stalled in August
Wall Street Journal
U.S. home sales stalled in August, highlighting a growing disconnect between the sluggish housing market and the strong economy that is powering stocks to new highs. Existing home sales fell in August from a year earlier, the sixth straight month of ...
US Sales of Existing Homes Unchanged, Trailing EstimatesBloomberg
Existing home sales unchanged in AugustCNBC
Existing-home sales hold steady as housing market begins to find some balanceMarketWatch
Finance and Commerce -Reuters -Kitco News
all 371 news articles »

Bloomberg

Chip Stock Anxieties Revived as Micron Sales View Misses
Bloomberg
Micron, the largest U.S. memory chipmaker, sank 5.7 percent in pre-market trading after forecasting fiscal first-quarter sales of $7.9 billion to $8.3 billion. That fell short of the average analyst estimate of $8.45 billion, according to data compiled ...

and more »

New Edition of HME Sales Book Offers New Insights
HME Business (press release) (blog)
Industry sales and management coach Ty Bello, RCC, the president and founder of Team@Work, has released a new edition of his HME sales guide “25 Sales Tips You Can Learn From Your Mother.” First released in 2011, the book takes common lessons ...


Journal & Courier

Alcohol sales: What's the policy when teens are in tow?
Journal & Courier
The question: How do alcohol sales work with children who are under the legal age of consumption in tow? To find an answer I borrowed Bangert's daughter, Olivia, for an evening of grocery shopping spread across several stores in Tippecanoe County with ...


Medical Marketing and Media

2e Creative acquires Indiana marketing, sales agency Fire & Rain
Medical Marketing and Media
Along with adding Fire & Rain's sales expertise, the agency is also growing its geographic reach. Boden established a 2e office in San Diego, and the firm also has staffers based in New York and New Jersey, where many pharma clients are based. While ...


Forbes

PS4's 'Spider-Man' Just Broke God of War's Sales Record With 3.3 Million Copies Sold In 3 Days
Forbes
It's been a hell of a year for Sony, coming in the wake of a hell of a console generation. The PS4 has been the clear sales leader this generation from the start, partially because it avoided Microsoft-like stumbles at launch, partially because it's ...

and more »

Scientific American (blog)

Would Lowering Fuel Economy Standards Boost Car Sales?
Scientific American (blog)
Auto shoppers looking for a bargain could soon be in luck. The Trump administration wants to relax fuel economy standards (that's how far your car travels on a gallon of gas). Doing so, the administration argues, will cause the prices of new vehicles ...


Variety

San Sebastian: 'An Unexpected Love' Continues to Roll Out Sales (EXCLUSIVE)
Variety
The U.S., China, Italy and Germany are now under discussions, said Guido Rud, at its sales agent, FilmSharks Intl. Starring Mercedes Moran and Ricardo Darin, and Darin's first production credit at his new label Kenya Films, “An Unexpected Love” is ...


Dollarama: Back-To-Back Quarters Of Slower Same-Store Sales Establish A Trend
Seeking Alpha
Dollarama is the largest dollar store chain in Canada with over 1,170 stores. The company delivered another weak quarter due to disappointing same-store sales growth rate. Dollarama should be able to continue to grow its top and bottom lines through ...

Google News

Six Simple Steps for Getting More Applications

When I first started out as a loan officer, one... Read More

Talking To A Prospect As If To A Friend

While working with a new coaching client, I asked to... Read More

Make Your Trade Show Booth Popular

So, you are taking your products and heading to a... Read More

When the Nose of the Camel is in the Tent

My new job was to sell Commercial Service Agreements. It... Read More

Why There Will Always Be High Paying Sales Jobs

With the dot.com revolution crushing once solid business models on... Read More

Generating Sales Leads

Any company that relies on selling a product or service... Read More

Selling To Your Difficult Person

We all have people whom we find difficult. We don't... Read More

Create a Magic Connection with Clients, Leads, and Business Associates Part II

Part I of this article explored how strategies of Neuro-Linguistic... Read More

Why Cold Calling Is Dead

Our world of selling is closed off from other areas... Read More

Voice Mail That Sells

As a business owner, I receive my share of sales... Read More

Flea Marketing Lessons

A few days ago, I was signing copies of my... Read More

Web Promotion: 10 Amazing Web Promotion Ways To Jump Start Your Sales

Hello, do you have a website and sell something on... Read More

Quotations Tell... Proposals Sell!

The traditional "Quotation" was originally devised during the Industrial Revolution... Read More

Selling Your Business ? Step by Step Process

So it's finally come time to sell the business. After... Read More

Book Yourself Solid

THE 7 KEYS TO GETTING MORE CLIENTS THAN YOU CAN... Read More

Use Bundling To Increase Your Profits And Sales

Use Bundling To Increase Your Profits And Sales An effective... Read More

Connecting with Customers

I just got off the phone with a friend of... Read More

Your Clients Buying What Youre Selling

Linda felt like she had reached a plateau in her... Read More

Sell YOU With Your Small Talk (Yes You Can)

Want to build a relationship -- sell yourself for a... Read More

Follow the Long Yellow Copy: Do Long Scrolling Sales Letters Work?

Have you ever sat through a movie and got to... Read More

Top 10 Ways to Sell your Product or Service While you Sleep - Part 1

Have you wasted valuable time and money on promotion that... Read More

Understanding The Corporate Buyer

Selling your services to corporations is an attractive proposition. The... Read More

How To Set Goals and Achieve Them

We use only 5% of God's given potential, 95% of... Read More

Write Fundraising Letter Overlines That Donors Cant Resist (Includes Samples & Examples)

The headline that appears over the salutation in a fundraising... Read More

Do Your Customers Buy On Price Alone?

Here are four simple things you can do to take... Read More