Okay, so you've gotten comfortable making your calls, your pitch is pushed to the side, your thinking about what you're going to do over the weekend as you dial the numbers like a drone and suddenly someone actually answers their phone.
Oh Crap! You nearly knock over your coffee cup as you reach for your pitch and attempt to launch into your introduction as your eyes try to catch up to where you are in your script. You frantically attempt to get your pitch out before they hang up on you.
Wrong.
Calling people is not about the pitch and it's not about the numbers. It is about communication. The following tips are so basic, it almost seems silly to write them, but because it is so easy to get caught up in the actions of selling (whether it's "selling" an editor on why they should run your story or selling your product or service) we all need to be reminded of the basics.
- Greet the person on the other end of the line
- Always start the conversation with a simple introduction (name and company) and ask them how they are doing. The truth is, they are not really listening to you anyway at this point. Most of the time you'll just have to repeat yourself anyway. They'll most likely say, "fine" and wait for you to tell them why you are calling, but now they are waiting and listening.
- Listen to your prospect
- If they say anything but good or fine, respond to it. If they say, "not so good," or anything else, take it up. You say something like, "rough day, huh?" You'd be amazed at what they might tell you. They might say their computer just crashed or their email is wigging out. Relate to it. "I hate when that happens." Remember, your job is to communicate with them not at them.
- Briefly state the reason why you are calling and ask if this is a good time.
- Propose an either/or question. When I call editors I tell them I have a story I want to run by them and ask if they have a moment or are they on a deadline. They are always on deadline but now they know that I care about their time (and I really do). If they are busy, don't try to shove the pitch down their throat, ask to call back (give them specific days—again either/or). Most likely they'll let you talk or they'll take your call at a later date.
- Be real about how much time you'll need from them and get their agreement. If you say a couple minutes and keep them for ten, it will irritate them and they won't be listening anyway.
- Continue to listen to them.
- If they sound distracted or you can hear them typing as your trying to pitch them, say something. "You sound like you're really busy right now, is there a better time for me to call?" Most people will stop and give you their attention. For those who don't, finish your pitch (without speeding through it).
- Thank them for their time.
- Seems simple enough, but it is so important.
- Ignore the bad calls.
- Sometimes you get someone on a bad day and they are not very pleasant. That doesn't mean they'll be the same way next time you call. Resist typing "jerk" or "don't call" in your database. If you need to follow up with them, call them first next time. It's better to get those calls out of the way first rather than thinking about avoiding the call all day. Most often, you'll be pleasantly surprised at how well the call goes.
Good luck! Now that I preached at you, I must go practice.
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