Sales trainer Ari Galper shares a client story in his marketing letter that reminds of the importance of developing a sales and business system that brings humanity and listening into the process as a key element.
The client, he said, had developed a solid lead generation system, but the salespeople weren’t converting the leads into orders.
Galper asked to listen to some tapes of the (failed) sales conversations, and nailed the problem.
When I heard those calls, my stomach cringed.
They were calling back leads with the intention to extract as much information as they could, using a check list of questions and delivered in a way that SOUNDED like a process.
Not much warm and fuzzy feelings going on in these calls.
I won’t say they sounded like robots, that’s too extreme, but they definitely sounded detached. (I personally have a hard time really trusting someone if they communicate with detachment, I’m sure you probably know lots of people like that).
They weren’t CONNECTING or creating TRUST…ouch.
Galper proposed some direct sales training, but this would take a few months, so he shared (and shares with us) his quick and simple fast-acting solution to the problem.
Here it is.
So rather than calling back a lead with a series of pre-planned questions to extract the information you need to keep them or let them go, instead, open the call with this (after you’ve introduced yourself and why you’re calling):
“Can you tell me a little about your situation…” (this must be delivered with a soft and nurturing tone) my emphasis
That’s it, simple. That “zen” trust-based opening phrase allows them to start the conversation where THEY want to start it.
When they begin from their most important starting point, that begins the trust-building process because this shows them you are willing to LISTEN and not force them into a process.
Wow. Galper addresses the issue of really listening to potential clients, right at the outset. And I like the question because it is non-judgemental and not really “salesy” — it allows the client to speak first, and explain what really matters. You can presumably nudge the response along with careful follow-up questions, but always it is important to apply the questions with af ramework of empathy and sincere interest.
It’s a really BIG deal. Try it today, when calling back a lead and watch what happens. They will start sharing with you a lot of information that they would otherwise have not shared with you.
Quick warning: you might find yourself chomping at the bit to jump and start asking your questions. Please hold yourself back, stay calm, breath and let them share the story.
In return for sharing Galper’s content, here is a link to his “Holiday Special” sales training offer.