Phone Savvy

Getting Phone Appointments

Successfully obtaining telephone appointments or expiration dates requires a new response to the worn out responses of yesterday.

Most people resent telephone interruptions and are prepared to do serious battle. They are instantly ready with an objection that has worked for them in the past. In addition, they are ready for the tired, rote response most sales courses teach. Listen to the process one IMMS member uses:

Try saying, 'Let's talk about it. Fair enough?' This phrase is: 1) positive, not negative, so it changes the tone of the conversation; 2) paints a picture of a coach or a trainer - a positive role model; and 3) provides the opportunity for problems to be uncovered.

Focus on the perceptions and ask the prospect to state the negative effects. Continue to probe so that the negative effects are re-emphasized. This will place the prospect in an emotional state.

When the prospect is in an emotional state, close the sale by asking for the appointment. Don't solve the problem on the phone - use that as the lever to get the appointment.

Many upper-management business people work early or late to get valuable quiet time; capitalize on it.

Use the others' quiet time to achieve a desired goal. Come to work early, stay late, or take the project home and work from there. Make that important call during 'off hours.' If there is an alternative number to call during these 'off hours,' find and dial it.

Just be prepared when the person is finally reached. Have the appropriate insurance questions and answers ready. Even be ready to answer the question, 'How did you get this number?' Choose an answer wisely; avoid getting someone else and yourself in trouble. Be assertive during the call, but not aggressive. Incorporate the probe and close techniques mentioned in 'Getting Phone Appointments.'

The secret of telephone selling is to maximize sales opportunities and minimize the opportunity for prospect doubt.

One of the reasons most people object to telemarketing is the ridiculous claims people make about the product or service. Telemarketers assume facts not in evidence, and literally force the prospect to scream, 'Prove it!' Avoid the generalizations many sales courses teach: Anytime sales pitches are I- or me-centered, they are subject to challenge, and rightfully so. Additionally, prospects may retaliate with, 'Who cares?' Questions hold the keys to answers. Since prospects are the only ones with the right answers, prospects should be the ones making the statements. You should be asking the questions that keep you out of the challenger's corner: 'I feel we are uniquely qualified . . .': 'If you give us a chance, I know you will . . .': 'Our new policy is so much better than . . .': 'I'm sure that we can . . . .'

When calling a prospect who is not available to come to the phone, don't hang up or just leave a message. Seize the opportunity to question the person to whom you are speaking.

It's amazing how someone with time will answer these questions and even expound on them. It's up to the producer to determine if the person answering the phone has enough time.

The key is preparation; be ready with the appropriate questions. And don't limit questions to Auto, P/C, or Workers Comp: 'How often does your insurance agent call?': 'Have there been any claims problems?': 'How many employees are currently working there?': 'Have you had to deal with a lot of insurance people lately? How many?'

The telephone is one of mankind's greatest inventions; yet, for many producers, it's often a tool that doesn't do justice to their bedside manner. To make calls memorable, succinct, and successful, incorporate the following techniques into conversations.

Don't open with, 'Hi, how are you?' This greeting can lead to a lengthy discussion that does not pertain to the purpose of the call. Instead, try, 'Hi, ___, I need to ask you a few questions. Do you have a couple of minutes?' If the time isn't right, follow up with, 'I'll call you back at ___ o'clock.' If the time is right, make sure the questions are of interest to

the prospect and make sure you're ready with them.

Always ask prospects if they have time to talk. This is a common courtesy. The respectful approach may be a first for the prospect and you know what they say about first impressions.

Prospects may not always like getting calls, but if the reason for the call is viable, and they recognize they're speaking with a courteous, competent professional, not a boiler-room sharpshooter or script reader, they are more apt to stay on the phone.

It also helps to end calls promptly. Be decisive and say, 'Thank you. I think that covers it. I'll speak to you soon. Good-bye.'

Small follow-up calls make big impressions, too. A lot of time is spent preparing for calls/sales, but calling after the sale is equally important, yet it's rarely done. Consider making follow-up calls. This type of contact can be a simple thank you, a check on how the product or service is working out, or an inquiry for improvement.

Having reasons to call people is better than having lots of people to call. The keys to telephone success are: specific discussion items, issues that are important to the prospect, and courtesy.

Be appealing in a different way. Highlight unique behavior that people will remember so it becomes your hallmark. Being very good isn't good enough anymore.

Nobody likes getting bills, but here are those you can count on each month: gas, electric, water, phone . . . the list is endless. But before making the decision to cut back on phone time, consider that:

• It costs an average of 75 cents extra to repeat and read back information. Thoroughness prevents errors that could cost a few dollars, as well as thousands. It costs about 25 cents to provide information to customers, even if they don't request it. Answering questions customers don't ask saves time and energy so numerous subsequent calls do not have to be made.
• 30 seconds of idle chitchat for each call costs about $10,000 a year. Train yourself to be concise while conducting work on the phone. When you're placed on hold for more than four minutes, it's the equivalent of another phone call, one that was missed because your line was busy. Avoid being put on hold. Leave a thorough message with a call-back time and date.