The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible pdfdrive com

Back to the Phone
I began prospecting by telephone once more. My first question was to the
receptionist: “Who is the person in your organization that is responsible for sales
and sales training?”
“That would be Mr. Brown, our sales manager.”
“Could I speak to Mr. Brown, please?” And the receptionist would put me
through.
When I got through, I would say, “Mr. Brown, my name is Brian Tracy. I’m
with the Institute for Executive Development. I was wondering if you would be
interested in a proven method that could increase your sales by 20 to 30 percent
over the next twelve months?”
What kind of response do you think I got? Almost every prospect answered,
“Of course. What is it?”

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Repeat the Key Benefit
I would then repeat the key benefit, or “hot button.” “Mr. Brown, we’ve
developed a method to increase your sales by 20 percent, 30 percent, and even
50 percent over the next few months.”
The prospect would often say, “Really? How do you do that?”
My response would be, “That is exactly why I am calling you. I just need ten
minutes of your time to show you this system, and you can decide for yourself if
it applies to your company and your salespeople.”
From failure and frustration in telephone prospecting, I began getting
appointments with four out of five, and even nine out of ten people that I called
cold, out of the phone book. With this simple change in my approach, I did more
business in the next two months than I had done in the previous year.
Your opening question should trigger the response “What is it?” or “Really?
How do you do that?” If it does not generate such a response, then you need to
rework the question. If it is not breaking the prospect’s preoccupation and
getting his complete attention, you must reword the question until it does.

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