The Million Dollar Phrase that Pays

You know when someone is interested in you by understanding when they are not interested. You know when someone is interested when you recognise what interests you.

I scan the computer trade press and ring up people who are featured in their company’s latest IT project write-up. They are impressed. How do I know that? I wrote an article recently that was syndicated in the computer press and people contacted me to say how much they liked the piece. Big ego, big recognition, big self-esteem. Works for me. Got to work for them. We’re human after all.

Sales prospects you are cold-calling want you OFF the phone. You’ve rung up out of the blue. Interrupted their nice day with a sales call (Horror). Who wants to hear about your product or service? Their needs, now that’s much more interesting! They want to get on with their lives. Their needs. We sort of missed that point. Less of the ‘I & Myghty’ more of the You & Yours.

So what do they say? “Send me details and I’ll look at it “.

Their filing cabinets are jammed packed full of competitor information, no doubt glossier and sexier than yours. Sending details just ain’t gonna sell that product or service. You got to WOW them over the phone.

[‘Send me details’ has got to be the biggest time-waster for most of the sales people out there.]

A respected client of mine informs me that they have 80% of the information on file from most potential suppliers. And they’re far too busy to read most of it – they even get someone else (a temp) in to wade through the mail. I even rang once to check if someone had received details I hadn’t sent. Guess what, she had received them and even filed them. God bless her!

So I came up with the ‘The Million Dollar Phrase that Pays’. Here it goes…..

‘I am very happy to send you details, however I didn’t want to waste your time (or your colleague’s time) by sending information which was inappropriate, just because I was ignorant of a few basic facts.

I have found from experience, that a few moments on the phone can establish whether we can be of service. Who should I speak to / When would you suggest the best time to discuss this with you?’

I subsequently went on to speak to the decision maker, called at ‘just the right time’. That’s what they say ‘ you called at just the right time’. And BANG, two days later I had £10,000 order based on a subsequent e-mail confirmation of my understanding of the client’s needs. No brochure, no headed note paper, no crisp business card.

I did say ‘Million dollar Phrase’ didn’t I? You’d like to know more about that? Why not write in and I’ll send you details!