How to Get Anyone on the Phone Including Fortune 500 Executives & Get Appointments PT. 2 by Chet H.
Robert Smith and Associates
September 13, 2006
In the previous article you learned word-for-word dialogue for getting around those notorious gatekeepers and getting the world’s top executives on the telephone. That article emphasized the critical importance of NOT sounding like a salesperson.
Now you’ve got them on the telephone. What do you say to grab their attention and engage them as quickly as possible?
Here’s the formula for creating a great script:
You need to lead with a strong hook that is focused on THEM. You need to ask questions for which you already know the answers.
You need to unfold the information in a way that is constantly interesting.
You need to offer to teach them something of significant value.
We have a script that goes like this:
YOU: Hello, I’m calling from Chet Holmes International. We specialize in doubling sales within 12 months. Are you familiar with us?
THEM: No.
YOU: (Give some qualification as to how great you are. Here’s what we say:) Well, Chet Holmes is the only business growth expert who has personally sold his services to more than 60 of the Fortune 500. We can show you how to get those accounts as well, but, for now, we teach 12 different concepts designed to double your sales in 12 months flat. In fact, if you answer one question, I can tell you right now, on the spot and in just two minutes, how to double your sales.
THEM: What’s the question?
YOU: Do you sell to businesses or consumers?
After they’ve answered the question, we go on with an outstanding two-minute concept that you can see, logically, could double sales if you followed the plan.
If you offer to teach your prospects something (as in the script above) you will capture way more interest than if you just try to SELL them something. It’s what we call “educational based marketing.” And stated simply: It’s far easier to get a prospect to listen if they are going to learn something, than if you are just trying to sell them something. The next script is for a company that does collection work.
YOU: Hi, I’m calling from XYZ Collections. We show companies how to cut their bad debt in half. Are you familiar with our company?
THEM: No.
YOU: (give some qualification such as) Well we’ve pioneered the most profound breakthroughs in reducing bad debt in the past five decades. Would you be interested in cutting your bad debt in half?
THEM: Who wouldn’t? But we already have a collection agency we like.
YOU: That’s fine. I’m not calling to sell you collection work at this point. I’m calling to offer you five insights on reducing bad debt that you’ll know right away will work better than 99.9% of all collection efforts. Would you like to cut your bad debt in half without spending any money to learn how?
THEM: Of course.
From here the company goes on to offer a web seminar that the client can take from the comfort of their own office chair.
Another company we worked with sold telephone systems. They went from getting three to four appointments per week to getting 30 appointments per week by offering to teach people “Nine ways you’re wasting money on your voice and data spending.”
These “educational-based” marketing approaches have improved sales in hundreds of industries and thousands of situations. Naturally, your content has to be good. Don’t be afraid to give away some really good tidbits about how your customer can be more successful in the area where you offer a product or service. There is a company that will do some excellent research for you and give you terrific data to share with prospects:
www.empireresearchgroup.com
In the example of the collection agency, they give really good insights that the credit manager recognizes instantly as having value. This wins their respect, but more importantly, it gives them a much greater opportunity to interact and build more of a foundation for actually winning the account. Today, you need every advantage to break through the clutter. This approach is a little more strategic, requires a little more thinking, but the results are stupendous.
To learn more techniques for doubling your sales, go to www.howtodoublesales.com
Now you’ve got them on the telephone. What do you say to grab their attention and engage them as quickly as possible?
Here’s the formula for creating a great script:
You need to lead with a strong hook that is focused on THEM. You need to ask questions for which you already know the answers.
You need to unfold the information in a way that is constantly interesting.
You need to offer to teach them something of significant value.
We have a script that goes like this:
YOU: Hello, I’m calling from Chet Holmes International. We specialize in doubling sales within 12 months. Are you familiar with us?
THEM: No.
YOU: (Give some qualification as to how great you are. Here’s what we say:) Well, Chet Holmes is the only business growth expert who has personally sold his services to more than 60 of the Fortune 500. We can show you how to get those accounts as well, but, for now, we teach 12 different concepts designed to double your sales in 12 months flat. In fact, if you answer one question, I can tell you right now, on the spot and in just two minutes, how to double your sales.
THEM: What’s the question?
YOU: Do you sell to businesses or consumers?
After they’ve answered the question, we go on with an outstanding two-minute concept that you can see, logically, could double sales if you followed the plan.
If you offer to teach your prospects something (as in the script above) you will capture way more interest than if you just try to SELL them something. It’s what we call “educational based marketing.” And stated simply: It’s far easier to get a prospect to listen if they are going to learn something, than if you are just trying to sell them something. The next script is for a company that does collection work.
YOU: Hi, I’m calling from XYZ Collections. We show companies how to cut their bad debt in half. Are you familiar with our company?
THEM: No.
YOU: (give some qualification such as) Well we’ve pioneered the most profound breakthroughs in reducing bad debt in the past five decades. Would you be interested in cutting your bad debt in half?
THEM: Who wouldn’t? But we already have a collection agency we like.
YOU: That’s fine. I’m not calling to sell you collection work at this point. I’m calling to offer you five insights on reducing bad debt that you’ll know right away will work better than 99.9% of all collection efforts. Would you like to cut your bad debt in half without spending any money to learn how?
THEM: Of course.
From here the company goes on to offer a web seminar that the client can take from the comfort of their own office chair.
Another company we worked with sold telephone systems. They went from getting three to four appointments per week to getting 30 appointments per week by offering to teach people “Nine ways you’re wasting money on your voice and data spending.”
These “educational-based” marketing approaches have improved sales in hundreds of industries and thousands of situations. Naturally, your content has to be good. Don’t be afraid to give away some really good tidbits about how your customer can be more successful in the area where you offer a product or service. There is a company that will do some excellent research for you and give you terrific data to share with prospects:
www.empireresearchgroup.com
In the example of the collection agency, they give really good insights that the credit manager recognizes instantly as having value. This wins their respect, but more importantly, it gives them a much greater opportunity to interact and build more of a foundation for actually winning the account. Today, you need every advantage to break through the clutter. This approach is a little more strategic, requires a little more thinking, but the results are stupendous.
To learn more techniques for doubling your sales, go to www.howtodoublesales.com
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