Customize Your Comeback
You can make these words even more powerful by being specific about the
prospect’s occupation. You can say, “That’s OK. Most people in the financial
services industry felt the same way when I first called on them. But now they’ve
become our best clients, and they recommend us to their friends.”
In Robert Cialdini’s book, Influence, he explains the impact of “social proof ”
in building credibility and arousing desire. Social proof comes from other
people, like the customers who have already bought the product or service.
Whenever we hear of someone else like us, in our business or with our same
interests or beliefs, who has bought a product, we are immediately interested in
knowing what it is. If lots of people like us have bought a particular product, we
almost automatically conclude that it is a good choice for us as well.
When the prospect says, “Oh, really? What is it, then?” you say, “That’s
exactly what I would like to talk to you about, and I just need about ten minutes
of your time. You can decide for yourself if it’s right for you.”
Frequently, busy prospects will say, “Well, can you tell me a little bit about it
on the phone?”
Don’t Sell on the Phone
You reply, “Mr. Prospect, I’d love to tell you about it on the phone, but I have
something I have to show you. You need to see it personally.”
This triggers the powerful emotion of curiosity. You should immediately offer
two time periods to meet, “Would Tuesday morning be convenient for you? Or
would sometime on Wednesday afternoon be better?” Remember, the purpose of
your first call is not to sell or even to discuss your product or service. It is to get
a ten-minute face-to-face appointment with the prospect. Do not talk about
anything else but this appointment, and absolutely refuse to discuss your product
or price on the phone.
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