Telephone Prospecting Techniques That Get Results

TELEPHONE PROSPECTING TECHNIQUES THAT GET RESULTS

One of the best articles IMMS has seen about getting through to prospective clients was written by a pro, Ed Drake of SAFECO. SAFECO is, incidentally, way ahead when it comes to helping agency forces to market. This article is a good example.

'Smith Manufacturing, how may we help you?'

'Is Mr. Smith in?'

'May I say who's calling?'

'Yes, this is Mr. Jenkins of the Jenkins, Scott Insurance Agency.'

Pause.

'Oh, I'm sorry Mr. Jenkins, Mr. Smith is in a meeting. Would you like to leave a message?'

Some days are like that for an insurance agent, right?

Wrong, says Ed Drake, SAFECO's manager of direct response marketing. 'It doesn't have to be that way. By using a simple technique, agents can avoid getting disconnected when making business tele-sales.'

To help elude a secretary's screening process, Drake suggests not mentioning the agency's name. Instead of saying, 'This is Mr. Jenkins of Jenkins, Scott Insurance Agency,' say, 'This is Mr. Jenkins, thank you very much.'

'Adding 'thank you very much' immediately after your name will usually get your call through without additional questions being asked,' Drake explains.

'Speak with politeness and authority,' Drake advises. 'Self-confidence is one of your strongest assets.'

If the prospect is busy, agents should ask for the best time to call back. When it's necessary to be called back by the business owner, agents should leave their full name and repeat the phone number, including the area code when applicable.

'If possible, avoid giving your firm's name,' Drake reminds. 'And ask for the secretary's name. This will prove helpful when you call back, and it assures that he or she will pass your message along.'

A couple of other tips:

When calling long distance, add the name of the city from which you are calling. 'This lends an added air of importance to the call.'

If you receive a recording, leave only your name and phone number. 'This will produce a sense of urgency,' Drake notes.

Once the decision-maker is on the phone, the agent should immediately verify who is speaking and take control of the conversation:

'Mr. Smith?'

'Yes.'

'Am I interrupting anything or taking you away from a meeting?'

Drake contends that by asking this type of question an agent gains control by getting the prospect to commit time to take the call. 'If you find you are interrupting, introduce yourself, then simply state you'll call back, and ask for the best time to do so,' he says.

Next, an agent must create interest and present the sales message. Explain the purpose of your call briefly, then go directly to your sales offer.

'We recently sent you a letter about the insurance on your business and services we provide. We explained how we are able to help businesses like yours improve their insurance and, at times, save money.'

'Did you send in the card requesting more information?'

'Now you, the caller, have total control,' Drake says. 'The prospect can answer 'yes' and you can close, or 'no' and you can ask fact-finding questions or answer any objections.'

Once any objections have been answered in a positive fashion, restate a primary benefit and go on to the close:

'We would like the opportunity to meet with you to see if we can improve your insurance program. There is no obligation.'

Still, it may not be possible to set an appointment. The prospect might ask for more information to be mailed, prior to any personal call. 'If this occurs,' Drake advises, 'Treat it as an objection and be ready to answer in a positive manner.'

One answer may be:

'If possible I would still like to meet with you to find out more about your business. Then I can send you information that would speak to your specific needs and benefit your business. When may we meet, Monday or Tuesday?'

Once an appointment date is set, an agent should verify all information.

And agents should acknowledge a prospect's courtesy.

'Smile, then thank your prospect for his or her time. Leave a positive impression. It will be extremely helpful on the call back,' Drake notes.