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In this issue:
• Marketing Article: The Top 10 Cold Calling Mistakes
• Marketing Article: A Philosophy of Management - Part 2

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The Top 10 Cold Calling Mistakes
by Wendy Weiss © 2008

1. Not understanding the goal of the call
When you hang up the phone, where do you want to be? What action do you want your prospect to take? What commitment do you want your prospect to make? Too many prospectors don't identify the goal of their phone call and so they do not get the result that they want. Before you pick up the telephone, identify the goal of your conversation.

2. Sending literature when you don't have to
“Send me some information” does not translate to, “I'm going to read it.” Too many prospectors get quite excited to send brochures to prospects and then call them back. Unfortunately, too many prospects use “Send me some information” as a polite way of getting off of the telephone. “Send me some information” generally really means, “I'm not interested” or “I'm too busy to talk.” You want to find out why your prospect is asking for information and if they are a true prospect. If your prospect is asking because they do intend to look over it, agree to send it out and get their commitment to a time to continue the conversation.

3. Poor telephone etiquette
Chewing gum, eating, music or television blaring in the background, talking to other people while you're on the phone, mumbling or not speaking clearly, not getting to the point… These are all ways to turn your prospect off and reduce the chances that you can have a productive conversation.

4. Poor listening skills
Prospects will tell you everything that you need to know, if only you'll listen to them. Listen actively so that you'll hear what your prospects' are really saying. Unfortunately, poor listening skills go hand in hand with the next mistake on the list.

5. Projecting your fears onto the prospect
“The prospect is in a meeting,” does not translate to, “The prospect knows that you are calling and does not want to speak with you.” “I'm busy and cannot talk right now,” does not translate into, “I don't want to speak with you and I'm not interested.” Too many prospectors read extra and always negative meaning into statements made by gatekeepers and/or prospects. You will always do better by simply taking these statements at face value and assume that your prospect is in a meeting or is busy and cannot talk at the time that you called.

6. Inadequate or nonexistent questioning
It is vital to gather information about your prospect. Make sure that you have good questions planned to ask your prospect in order to qualify them and learn about their needs. Divide your questions into “Need to Know” and “Nice to Know” categories. Make sure to ask all of your “Need to Know” questions first.

7. Poor or no preparation
Few sales professionals would go into an important meeting with a top customer and wing it, yet that is exactly what far too many prospectors do when they get on the telephone. On the telephone you have approximately 10-30 seconds to grab and hold your prospects' attention and you will not get another chance. Prepare so that you can have the best possible conversation with your prospect.

8. Not asking for what you want
Fear keeps many prospectors from asking for what they want. Others simply do not understand their goals for each call (see # 1) so they either do not ask for what they want or they ask for the wrong thing. Identify your goal for the call and craft the verbiage that you will use to ask for what you want. Practice that verbiage out loud so that you become comfortable. You can even make a “cheat sheet” and have it in front of you when you make your calls so that you remember to ask for what you want.

9. Creating objections where none existed
If you do not have a good call opening, you will immediately create an objection from your prospect. Anything that you say to a prospect that does not resonate deeply with them will create an objection. You want to be prepared with a good call opening and good script that will preempt objections (see #7). If every prospect with whom you speak says, “I'm not interested,” you're not saying anything interesting.

10. Not leading with the value
The value or benefit (“WIIFM—What's in it for me?”) from your prospects' point of view is what will gain their attention. (see #7 and #9). Always, always, always lead with the value.

11. Tired of making mistakes and losing opportunities?
Then you won't want to miss this teleconference. In “The Miracle Appointment-Setting Script Live Coaching Teleconference” you will learn exactly what to say to decision-makers to nail the appointment.

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Wendy Weiss, The Queen of Cold Calling, is an author, speaker, sales trainer, and sales coach. She is recognized as one of the leading authorities on lead generation, cold calling and new business development and she helps clients speed up their sales cycle, reach more prospects directly and generate more sales revenue. Her clients include Avon Products, ADP, Sprint and thousands of entrepreneurs throughout the country.

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A Philosophy of Management - Part 2
by James F. Heller © 2008

Yesterday we began to consider three key ingredients to success and successful management. There are always suggestions by those in the company and those who are not in the company as to what is needed to make the company more prosperous. While perhaps all the suggestions may be some help I believe that there are three key ingredients. The previous article addressed the first one:

1. Commitment to work on a goal.

There is almost unlimited power in a commitment to a goal. Most people today have lost the understanding of the power of a commitment. This is very evident in the realm of the home based business. People sign up on the dotted line, send in the money and two days later they no longer want to be a part of it. These people did not understand that they had made a commitment. They have now set themselves up for one failure after another.

2. Unity among the people

Here it is again – a simple idea but an almost impossible thing to see happen. Unity – what does that mean today, or to me? We have grown up in a world that is still operating under the old philosophical idea of “might makes right.” It is astounding that after all these millennia that come and gone that power, intimidation, fear, coercion are still very much alive in the heart and mind of mankind.

Man is not becoming more educated is caring about one another. Our education is being used to develop weapons, schemes, frauds, and scams that will take advantage of anyone and everyone. We are still a “Me First and to Hell with everyone else” people.

Even though society and companies appear to want to help everyone they can it becomes obvious in the corporate set up that the communistic philosophy is very much alive. In communism everyone is equal. It is just that some are more equal than others. There are the rich and there are the poor. There is no middle class. Destroy the hope and initiative in the people and they will simply be slaves to those who are more equal.

We have trouble understanding unity. We think unity is where everyone likes my idea. There are times when we definitely need to listen to those who have traveled the road already. But there is also a time when those who join us had some creative ideas that need to be considered. There is nothing threatening about a new idea. Where there is true unity new ideas are welcomed like a big tax return.

True unity means that everyone wants to suggest improvement and make the company more successful. When the company is more successful then everyone in the company should receive some benefit from the suggestion.

I remember working for a company where I made some major suggestions and when they were submitted to management it was my bosses name on the suggestions not mine. I was told that is the way it works in the company. Needless to say I quit making suggestions of improvements. Unity was not taking place in that company.

If you can find a company where true unity is taking place – get into it. Even in the home based businesses it is difficult to find unity. There are only a few businesses where those at the ‘top' actually care about helping the new person become successful. When you find one – join.

Stay tuned for the Third Key Ingredient to a Successful Business.

JFHeller
James F Heller

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I worked in the corporate world for 15 years – oil & gas taxation, payroll accountant. The next 26 years have been in church ministry. I am nearing retirement without retirement income so had to start looking for a means of support. Internet Marketing was the answer. www.jamesfheller.com