When it comes to cold calls, objections are normal. One way to overcome them is by using the Thought Transformation R-E-A method.In today's fast-paced, technology-driven world it's hard to catch the attention of prospects. Last week, Groupon's daily e-mail with the deal of the day contained the subject line, "64% Off Wrinkle-Re How are you marketing yourself through e-mail? Remember when e-mailing prospects your e-mail is one out of hundreds they will receive in a day. Make sure what you are saying catches their attention in a positive way. Your Daily Atlanta Groupon | Go to Groupon.com | Unsubscribe |
| Be sure to add mail@e.groupon.com to your address book or safe sender list so our emails get to your inbox. Learn how |
| |||||||||||||||||||||||||||||||||
| |||||||||||||||||||||||||||||||||
The End of This Story isn’t Really a Nail-Biter.
This week I had a large document that needed to be printed out, then copied. I want to stress this was not a complex document—no fancy graphics, no color photos— just straight black type on white letter paper.
So I sailed forth, plucky as the Pinta, the Niña, and the Santa MarÃa, believing a woman with a crowded schedule could get three sets of copies done inexpensively, in 20 minutes, without having to first notify her next of kin.
Things looked promising too: there was a manager and a management trainee on the floor, thoughtfully taking questions from new incoming like myself.
One of my questions meant the difference between a $20 versus a $100 copy run, and the manager, being management, said, “I don’t know. Patty! Can you help this lady, please?”
His employee Patty was already busy fielding the three other customers he’d helped over there, and—like a fish anxious to stay live—kept moving through a variety of tasks as she took my original. I posed my questions but unless that odd twitching under her eyes was a response, I wasn’t sure she had heard me, and meanwhile she was on the other side of the room, reaching for the wrong paper….
Armed with a spiffy padfolio and lacking only a cub-hero cape, the management trainee stepped up to ask if help was needed. I whispered, “Do you think Patty heard me?” The management trainee couldn’t be sure. But then training kicked in and she decided to ask Patty if she’d heard me. This took the next 5-10 minutes.
Finally I stuck two fingers into my mouth and whistled like Ben Cartwright ordering everyone back to the Ponderosa.
“We heard you,” said Patty, a little indignant at my need for coddling.
My document was copied in the nick of time, but then I needed a bold marker to address an envelope. Another employee found one for me, hovering near to ensure I didn’t try to make off with a Sharpie that predated the Clinton administration. Then, exit stage left, only to encounter the company truck blocking in my car, so their delivery guy could unload boxes. While waiting, new incoming—in the form of a little old lady asking the manager if he had change for a fiver. (What do you think?)
Customer John, a business owner, is trying to lower his premiums by changing from Plan A to Plan B, but he’s opted to stay with the same insurance company. Here’s how a call center professional can either delight him or drown him in regret about his decision to stay faithful. By refusing to “get” the real point of the customer’s call. John calls up, somewhat stressed that his change of policy application won’t get in on time.
Ugly: “Sir, I get it that your mail was held up by a snowstorm, but we can’t move the deadline on account of that. We can’t do anything about acts of God.”
Bad: [defensive] “Want to talk to my supervisor?”
Good: “I’m sorry you had some trouble with that, sir. Let me go over your account and get this done today so you won’t have to worry about it any more. We appreciate you’re keeping your policy with us.”
By focusing so much on policy readings, you actually demonstrate to the customer that you’re inflexible and somewhat shady.
Ugly: “Before we take your new application, sir, did anyone tell you that if you change your mind later, you can’t go back to Plan A? No, sir, it’s being eliminated. Gone.”
Bad: [loud eye rolling] “My supervisor can explain why it’s set up like that.”
Good: “Before we finalize this new plan, sir, I need to point out that as of April 1, we’ll be eliminating Plan A, the plan you just left. If you later find you’re unhappy with Plan B, just give us a call back and we’ll arrange other options for you to consider. Some of the new plans are pretty popular and inexpensive.”
Resolving the customer’s business is a big relief — and a chance to sell more of what the customer doesn’t want, need, or would even consider!
Ugly: [perfunctory] “Is there anything else we can do for you?”
Bad: [uninspired drone] “Have I told you about our Plan B Extra Plus?”
Good: “Before we wrap up, sir, have we taken care of everything you needed to get done today? Have we answered your questions? Well, if you think of any later, please call us back. We’ve got some wonderful enhancements like the Plan B Extra Plus which is pretty popular with printing companies like yours. You may not have time to consider it today but the details are on our Web site, which also lists other printing companies in your region who’ve endorsed the Extra Plus. And once again, thank you for keeping your policy with us. Have a great day.”
This week I came across an interesting article on lead generation. According to Lotus CMO Rick Faulk, his experience suggests that greater than 75% of the leads sent to sales reps never get actively worked.
