Posts belonging to Category Prospecting Tips for Black Sales Professionals



Tune Up Your Cold Calling and Phone Etiquette

As a sales professional, you know that finding prospects and developing your leads is crucial.  You are probably doing in-person cold calls and continuously honing your skills to increase your effectiveness.  You also know survival would be difficult without the tool we call the telephone, as much of your prospecting is done on the phone.

It cannot hurt to discuss some basic cold calling etiquette for in person as well as phone solicitation.  Many of you veteran’s know this and practice it, yet a review for others can’t hurt.

In-Person Solicitation/Cold Call

As a sales professional I cold-called and that probably lead to me being a manager who also accepted cold call solicitations.  I will admit to giving almost all sales professionals a chance to make their pitch.  As I moved higher in the organization the sales pros were not always as lucky when they got my executive assistant as her patience with sales “nubees” as well as long-termers was short.  When they did get past her and to me, it was because she gave them her consent.

We had reps approach us who were unkempt, unprepared, and unprofessional.  Did I waste time by talking to them?  The answer is yes, and sometimes it was painful.  I also had a chance to witness some good sales practices from true professionals who knew the importance of their appearance as well as how to deliver their message quickly and effectively.

The short list that follows is more from a person who was solicited than one who was responsible for the employment of sales professionals.  It is a different view, and I think valuable for those with just the sales perspective.

I will throw out a few simple etiquette points for the in-person cold call that you should always consider:

  • Be prepared – Always know what you want to say.  Respect the prospect’s time.
  • Know your prospect’s name – Know the correct pronunciation and by the end of the call, the correct spelling.  When someone cannot get your name right it makes you wonder.
  • Check your appearance – You only get one chance for a first impression.  Have a mirror in the car or your brief case, and use it.
  • Be fresh – It goes without saying that gum or mints always help.  Remember, as the day goes on, you need to make sure that you are on top of your game.  Of course chew the gum before the call, not during the call.
  • Remember the end game – You want some information as well as an appointment.  A short informative call is what a buyer wants, while you want information.

It is also important to remember these important tips as they can get on the nerves of any potential customer:

  • Your prospect’s washroom is not for you.  When cold calling/prospecting, get your relief the same place that you get your coffee.
  • Do not smoke on your customer’s premises, not even in the parking lot in your car.  This is not the place to satisfy your habits.
  • Turn off your cell phone while you are there.  This is personal interface etiquette which you must practice.

The Phone – The ultimate sales tool

The phone is an enabler, and even more important is the fact that it is totally acceptable to use it as a prospecting tool.  When I began selling many years ago, the phone was just barely acceptable for cold calling.  Most prospecting was done in-person, and it was very time consuming.  In the early ‘80s, it became acceptable to solicit and that was a renaissance as it not only saved time but allowed some “racial anonymity” to start the process.

There is established etiquette for using the phone as a prospecting tool.  The best sales professionals observe the etiquette and maintain their professional standing.

Here are a few of the more important items:

Phone solicitation:

  • Be conscious of the prospect’s time – short and to the point.
  • Have your phone voice ready – be warmed up.  Know one wants to hear you clearing your throat at 9:00 in the morning.
  • Have a brief but inclusive statement (sales pitch) to start your call
  • Avoid the ‘tricks’ such as telling assistants that you are an acquaintance if you are not.  You will lose in the end.
  • Avoid the speakerphone for cold calling – use a headset if you need both hands for notes and otherwise.
  • Don’t shuffle papers, tap pencils, or create unnecessary background noise.

Voice mail Etiquette:

  • Short messages only – keep it to 35-45 seconds max.
  • Talk slowly and clearly and spell words such as names or product names if necessary.
  • Leave your number at the beginning of the message and at the end of your message – no exec will go back to the beginning to get the number if they are interested.
  • Again, no background noise – no Judge Judy or soap operas in the background!
  • Clear concise message – plan it well and deliver.

The phone is an equalizer if used correctly as it reduces the opportunity for fair and equitable treatment for this first ‘touch’.  There is more to it than picking it up and dialing; there is planning and practice to do.  You can work magic with a solid script and practice.

If you have read Black Sales Journal before, you probably know how I feel about practice/role playing.  You should work at it until your comfort level is obvious.

Try it and you will realize that you will learn from each call.

Your comments are welcome.

12 Lessons You Can Learn From The Best Sales Professionals

Man Prospecting

There are always gambits and tactics that you could learn from the best sales professionals.  Some of these useful tools might present ways to become more effective and some might be ways to be more persuasive.  Whatever the thrust is, there are procedures that are working for some of the highest earning sales professionals out there, and you would be missing something not to try them.

The best sales professionals have benefited from learning these things from others as well, although some of them have worked hard to construct the tactics.  I am a believer that the tactics are “fair game”, and the best will feel flattered that they are being ‘copied’.

12 Lessons You Can Learn and Benefit From

We all have certain tricks of the trade.  The best sales professionals have some rather simple ones that they brag about.  I think that the ease is in knowing them, and that they can be effective. You will need to remember and practice them, as they don’t necessarily come naturally.

Remember that you are not without your own time-proven gambits, yet these can supplement anything that you have been doing.

  • Before You Leave – Secure the Next Appointment
  • Each Meeting Have an “Action” in Mind
  • Be an Effective Listener
  • Know When to Say “I don’t know”
  • Be an Expert
  • Recognize that Rejection is Part of Sales
  • Show a Personality
  • Always be Dressed for Business
  • Have multiple “touch points” at Each Customer
  • Prospect Every Single Day
  • Develop Deep Enduring Relationships
  • Be Responsive

Before You Leave – Secure the Next Appointment – Never walk out without the next chapter being planned.  One of my favorite sales authors, Stephan Schiffman (101 Successful Sales Strategies, 2005 Adams Media), makes this suggestion about the first call.  I certainly suggest it for a first appointment, yet suggest as well for much of the early going with a customer.  End each session setting up the next encounter.

Each Meeting Have an “Action” in Mind – Know your end game for each session.  Make sure that you have an action step in each meeting.  Your update to the customer keeps you in contact, and keeps things moving along

Be an Effective Listener – The best sales professionals let the client talk.  They ask open-ended questions that generate complete thoughts and answers.  They let the client completely finish those answers before giving their input.  Then…they listen! Customers know when you are listening, and they appreciate it.

Know When to Say “I don’t know” – No customer expects that you will have an answer for every problem during your call or meeting.  It is safe to say that you don’t know.  Follow-up is the key, be responsive and do your research.

Be an Expert – You all know my sentiments about being an expert.  It is that angle that you can take which can define you in the future.  Everyone needs expertise in some particular area, and once they have it, the recognition and acclaim begins to flow.  Whether it is an industry, geography, or a product, you should recognize that “expert power” is effective and can mesmerize a customer in addition to giving the requisite value.

Recognize that Rejection is Part of Sales – A sales professional does not take rejection personally.  The Black sales professional needs to be able to separate rejection in the sales process from preference and prejudice.  They are different!  Rejection is part of the process, and the more you have rejection, the more you are able to determine its common nuances,  Don’t sweat it.

Show a Personality – Don’t put on a show, but show that you are a human being.  If the only thing the customer/prospect thinks is that you want his check, you have missed an opportunity.  Remember to be personable, not personal.

Always be Dressed for Business – Dress as if you are serious, and always dress for the part.  Business dress is your “uniform”.  Don’t find yourself being lulled into dressing down as you are on a mission.

Have multiple “touch points” at Each Customer – The “deeper” your contact points go into a customer, the more assured that you can be of having an “ear” in an organization.  When there is change in your customer’s organization, you will appreciate this suggestion.  Know more than one solid contact in each of your customer’s organization.

Prospect Every Single Day – Every single day you should be preparing for the future.  Prospecting is not the sole source of new business prospects, but it is most effective use of your time on a daily basis.  It needs to be a planned routine and it needs to consistently be executed.  Only then can the “law of large numbers” work for you.  Religiously execute the prospecting plan.

Develop Deep Enduring Relationships – Everyone that most of us sell to is a current customer and a potential repeat customer.  Relationships “rule” in the end and can change “preference” as two whom one prefers to do business with.  Develop relationships with a purpose, and work at them.  If you are truthful, and give value, they will start to increase in depth.

Be Responsive – The best sales professionals are responsive to the highest degree.  They answer their phones, return missed calls methodically, respond to questions and do all follow-ups against the clock.  Responsiveness does not mean that you grant all wishes, but it gets answers so people can move to the next important item.  It is always appreciated, and creates an expectation that many sales professionals cannot match.

I know that there are probably more things that could be learned, yet if you live by these simple rules you can generate more success.  If you are good at internalizing them, the difference will be reflected in a professional demeanor and the success should follow.

Maybe you are doing many of these, although maybe not all.  Try them and let me know the results.

We welcome your comments.