Sales organizations focus on sales. That's a good thing. But when you are trying to schedule an initial appointment with a new prospect, it's important to use Phone Language and not Sales Language.
There's a big difference!
Many salespeople just implement the same phrases and words they use in their face-to-face sales meeting when on the phone. That won't work as well as Phone Language, which focuses on helping you to get that critical first appointment.
Here are some of the key differences between Phone Language and Sales Language:
–In selling, you ask a lot of questions (think Fact Find) and in phoning, you should stick to statements. (If you're thinking "Why can't I ask questions?" the answer is: Because questions on the phone are perceived of as a pop quiz. Face to face questioning shows an interest in them.)
–In selling, we talk about solutions. In phoning, we only talk about starting a professional relationship.
–In sales, we detail products that fit the prospect's financial challenges. In phoning, we don't mention products unless the lead was derived from a direct product source (such as a letter about a product that prompted a response from the prospect).
–In selling, we have already established that there is a professional relationship where you are the financial advisor and they are the client. In phoning, we are trying to establish that very relationship. Remember that when you are calling for the first time, they have not yet agreed to work with you.
–In selling, we are aiming to close on the products that will fit into the client's financial life. In phoning, we are trying to become part of this client's financial life as their advisor.
Phoning Language is more artfully vague than Sales Language and stresses the need to get together so you can both decide if you want to have a relationship. When you initially start the call, after introducing yourself, tell the prospect how you are connected. See Visual #1 where the first part of the script is outlined for a referral, a social lead and a networking event lead:
Hi this is Gail Goodman and your sister Jane suggested I give you a call…
Hi this is Gail Goodman and we met at Susan and John's Christmas party last week…
Hi, this is Gail Goodman and we sat next to each other at the women's entrepreneurial luncheon on Monday…
It's often hardest to call your siblings and closest friends so you need to jump into the conversation quickly about the fact that this is a professional call and not a typical "family" call:
Hi, it's me, and I'm calling with my professional hat on. You know I've been a financial advisor for over ten years and in all that time I've never called you on a professional basis, but I'd like to rectify that with this phone call.
You are quickly letting the person know that you aren't on the phone for a good long chat. Remember, these folks do not know that you suddenly got the courage to make a this type of call to them. Let them know, UP FRONT, that it's a different call.
