Common Cold Call Objections Workshop · • start calling at 8:00 a.m.; begin with the first name...

Copyright 2006 www.teleconceptsconsulting.com 1

Powerfully effective strategies and tactics to deal with troublesome cold call objections

Copyright protected and presented by: Teleconcepts Consulting 2002

(Attendee Name)


Goals & Objectives

Goal of Workshopto increase/improve and enhance your skills at managing a cold call objection in order to sell more product in less time

Key Objectives

To provide you with specific (AND proven) strategies and techniques to overcome cold call objections

processes

To create job aids to assist you in managing cold call objections

What’s In For You?

Less stress and frustrationGreater confidenceMore professionalismHigher “talk” ratesHigher conversion ratesMore leads and/or more salesMore commissions

What You Won’t Get

a magic wanda miracle curecanned, slick, shoot from the hip responses


The 3 Kinds of CC Objections

The Big 3

1. Gatekeeper Objections

2. Knee Jerk Objections

3. Smokescreen Objections


Part III: Gatekeeper StrategiesPurpose of this Module:

• to provide you with strategies and tactics on how to manage gatekeepers and get past their objections

Gatekeepers defined:

Who are the gatekeepers you are likely to encounter when calling your target market?

Why do they “screen” your calls?

The 3 Strategies For Getting Past Gatekeepers

Go around Finesse Wall Street


1. The Go Around Strategy• the objective of this strategy is to completely avoid the

gatekeeper if at all possible

• the way to do that is to call the prospects at different times when the gatekeeper is unlikely to be there to intercept your call

• build a list of 20 or so names

• start calling at 8:00 a.m.; begin with the first name on the list and call; if there is no answer, don’t leave a message; simply hang up and move on to the next name

• if you go through your list without an answer, start at the top of the list and repeat the process

• you might try calling at lunch when the gatekeeper might not be answering the phone

• try calling late in the day…even after 5:00

• the pros of this strategy is that you can completely avoid being screened

• often prospects will answer the phone early or late in the daybecause the gatekeeper is not there to answer the call or because the doctor is curious about who is calling at such an odd time

• the cons of this strategy is that it take time and repeated effort

• you can simply run into voice mail

• there is no guarantee the doctor will answer even if she or he is not there


2. The Finesse Strategy• the objective of this strategy is to use skills and techniques

to “finesse” the gatekeeper into putting your through to the doctor

• there are two techniques

A. “Mr. E.’s” Collegial Technique- This technique relies heavily on your confidence and the tone of

your voice and seeks to position you as a colleague or perhaps as a friend of the doctor. For Example

“Roy Edgerton for Dr. Smith. Please tell him I am on hold.”

- Said with the right intonation and authority, the gatekeeper gets the impression that Edgerton knows Smith; that the call sounds important. By adding that he is “on hold” a sense of urgency is conveyed to the gatekeeper-Note: there is no request or question; this is a very directive phrase

- another variation on this technique is to use the prospect’s first name, for example, “Good morning, is Tracie in?”

- this techniques also relies on the tone of your voice and the objective is to suggest that you and Tracie ‘go way back’; that you are friend or a close colleague

- many gatekeepers are caught off guard and feel a little nervousabout asking who is calling; if they do, you can revert to the Tennis Technique


2. The Finesse Strategy (continued)

B. The Tennis Technique

- the tennis technique is probably the technique you will use the most often

- the key to the technique is that when you are asked a question by the gatekeeper you answer the question (briefly) but then you ‘volley’ back by asking a question in return

- once mastered, this approach is very, very effective because most gatekeepers are not used to a sales rep who lobs the ball back in their court

- For example,

Rep: “Mr. Gates please.”

Gatekeeper: “Who is calling?”

Rep: “Janice Jones. Could you put me through please?”

Gatekeeper: “Ah…where are you calling from?”

Rep: “En-Pro Consulting. I am calling long distance, is he available?”

Gatekeeper: “ Ummm…what’s this about?

Rep: “Energy consumption. This is important Can you transfer me please?”

Gatekeeper: “Hold on, I will put your through.”


2. The Finesse Strategy (continued)

B. The Tennis Technique (continued)-Of course, you will not be successful all of the time but you will be far more successful than most vendors who call the same practice

- most vendors give up easily or they tell their life story and are screened in a heartbeat

3 Steps to Mastering the Tennis Technique

1. Be prepared for all the typical screening questions you will her from gatekeeper

- their objections should NOT come as a surprise to you

2. Practice your response and volley question until it is naturally

3. Use a Gatekeeper’s Objection Chart on the next page


Objection Reply Volley Question


3. The Wall Street Strategy

-The third technique comes from the 1987 movie “Wall Street”and it boils down to persistence and charm and preparation

-In the movie, Bud Fox (Charlie Sheen) plays a young stockbroker in New York who is seeking the business of Gordon Gekko, a Wall Street billionaire (Michael Douglas Jr.)

-Bud calls Gekko 59 days in a row before he finally is granted an“audience” and lands the business

- While we are not suggesting you dial 59 days in a row to all your prospects, there is a lesson to be learned: a degree of persistence pays off; one or two or three calls is simply not enough

-Bud Fox also demonstrates another element: charm; he befriendsGekko’s secretary

-NOTE: Bud does NOT sell the gatekeeper because she holds no power relative to what Bud sells; in other words, Bud Fox does not bother explaining his stock and bond ideas to the secretary because he knows she will not effectively translate them to Gekko

- Bud is friendly, polite, courteous and he eventually wins her over

-while you don’t see it in the movie, Fox undoubtedly prepared for all the objections Gekko’s gatekeeper provided


Gatekeepers:The Brush Off

The Brush Off

The Brush Off is an insidious little objection that will plague you from time to time. A Brush Off is precisely what it sounds like: a way of brushing you off; of getting you to give up.

Examples:

“She’s unavailable…”“He’s in a meeting…”“Send some information…”“Fax me the details and I will see that he gets it…”

Sound familiar?

The Strategy: Probe & Respond

The Brush Offs are used because they work remarkable well. Most sales reps collapse like a cheap suitcase when they hear the brush off. Of course, you have to bare in mind that sometimes the brush off is indeed legitimate.

Either way, the strategy is the same:

Acknowledge, Probe & Respond



“She’s unavailable?”“He’s in a meeting?”

Replies:

“ I understand. When is a good time to reach her?”

“ I see. It’s important. Do you know when the meeting will conclude?”

“I see. When you say unavailable, do you mean that she’s in but cannot take the call or do you mean that she has not arrived yet?”

“I understand. Darn! I will be tied up the rest of today. -Maybe you could help me: when would you recommend I call Sarah?-Do you know what time she arrives in the morning. Maybe I can catch her then?

“My calendar is crazy. Rather than me calling and playing hit and miss, do you know when is the best time to call?

-great. How about if I call YOU then andyou can put me through?



“Send/Fax/E-mail me some information…”“If I had a dime for every time I heard that objection…”It’s a corny old expression but it holds true. If I DID have a dime for every time I heard that objection I would be a rich, rich man. Or possibly I would have been a poor, poor man because I would have wasted so much time and money on postage or fax costs.

Whatever.

Of course this is a blatant brush off that unfortunately catches a number of sales reps. Don’t fall for it. Not for a minute.

Replies

“I’d be glad to. But before I do that I need to speak to Sara to determine the proper material to send. Could you put me through?”

“I’d love to but my company policy forbids it. They know that much of the material sent will just get tossed. That why I’d like to review a couple of items with Bob. Can you put me through?”

“I was planning to. But we have reams of material and I need to send what only will get read. Could I speak to Bob for a couple of minutes to determine his requirements.”

“Cindy, I understand your responsibilities but you know and I know that Sarah will never read all the material much less get it. I will be glad to send HER some information one I determine precisely what she needs. Is he available?”

“I’ll fax that right away. In the meantime, can you book a telephone appointment for me?


Gatekeepers:The Power Trip

The Power Trip Objections

The Power Trip Objection is a rather odd one but one you should understand. The Power Trip Objection is where the gatekeeper assumes responsibility for your call. They “act” as the decision maker. You see it frequently in smaller companies.

Examples

“I handle that…”

In other words, you are calling for the director of safety or quality or team work and the secretary or receptionist claims to be be the one who is responsible for those activities.

Nine times out of ten it is blatantly untrue. They are screening you with a power trip.

However, some may actually handle these issues in a small company. And others actually handle parts of these elements.

Strategy: Acknowledge & Call Their Bluff

You never make an enemy. Acknowledge their self importance and question and/or respond. Be courteous be and crumple.


Gatekeepers:The Power Trip

The Power Trip Replies“I handle that…”

Here are some replies:

“Great. Does that also mean you make a purchase decision or would that involve someone else?”

“Excellent. You are the safety manager then responsible for death and injury investigations?”

“I’m glad to hear. Cindy, apart from yourself, who else would be involved in a purchase decision?”

“Good. This will only take 15 minutes of your time. Is that okay with you or should I be speaking to someone else for that kind of in depth information?”

“Great. Then I should be speaking to you regarding arterial scaling, is that correct?”


Gatekeepers:Tips from Savvy Vets

Invaluable Tips

…listen for the gatekeeper’s name and use it

…if the name is not offered, ask for it

…be patient; don’t let the irritation get to you

…don’t dismiss the gatekeeper; acknowledge them

…always be courteous

…watch yourself: don’t exercise your own power trip

…Never, ever lie

…don’t sell to the gatekeeper



Knee Jerk Objections•A reflex response to being interrupted by a cold call

•There no real reason behind them other than the human need to protect ourselves from being “sold” or “manipulated”

•An immediate way to get rid of telephone callers…AND…typically they work!

The REAL Truth About Knee Jerk Objections

-the overwhelming majority of knee jerk objections are FALSE

And What This REALLY Means…

- any logical approach to overcoming the objection will not work

- it is emotional based

- therefore you simply need to ignore it, pretend it doesn’t exist, and move forward



Knee Jerk STRATEGIES

3 Tips on How to Prevent, Reduce & Eliminate Knee Jerks Objections

1.

2.

3.•



Knee Jerk TACTICS The 3-Step Process to Dealing

with Knee Jerk Objections

Examples



Why EIA works

But what if…

2 Tips on making EIA work for you

1.

2.

The Knee Jerk Objections Job Aid


Objection ResponseI understand

I am in a meeting right now (I am busy right now)

We are happy with our present supplier

We don’t need anything right now

Send/Fax/ E-mail me some information

Call me next week

I am expecting another call



What is a smokescreen objection in the cold calling process?

When do they typically occur?

Why do they occur?

Common cold call smokescreen objections:– Let me think about it– Call me in a couple of weeks– Send/e-mail/fax me something– Have to talk to my boss, partner etc.– Send me a proposal– Send me quote– I will give you a call– Your price is too high

But the real problem with smokescreen objections is:



The Smokescreen Process

1.

2.

3.

4.

Your Objective: Is it REAL or NOT


Smokescreen Objections

1. The “Explain/Describe” Technique

2. The “How so…” Technique

3. The Removal Technique

4. The “Deafening Silence” Technique

8 Clarification TACTICS


Smokescreen Objections

5. The “Are You Bought In” Technique

6. The “I am not sure I understand…” Technique

7. The “Calling Their Bluff…” Technique

8. The “Advance Test” Technique

8 Clarification TACTICS


Objection Response


4 Parting Thoughts

1. Accept: There is no “fast and easy”approach to cold call objections

2. Think Negatively

3. Cheat: Be Prepared with your job aids

4. Master the techniques

• Persist

• Practice


For over 15 years, Jim Domanski has been president and CEO of Teleconcepts Consulting and is considered one of North America and Europe’s foremost experts in the field of business to business tele-sales consulting and training. With clients around the world, Jim has pioneered some of the most innovative and successful tele-sales strategies in today’s marketplace

With well over twenty years of practical, “in the trenches” experience as a consultant and trainer, Jim has written three highly successful books on tele-sales strategies and tactics Direct Line to Profits, Profiting by Phone and Add On Selling) A fourth book, Tele-Sales Coaching, is due in the autumn of 2006.

He is also the editor and publisher of the highly acclaimed weekly e-newsletter Tele-Sales Vitamins. A prolific and witty writer, Jim has written hundreds of articles and has been featured in numerous newspapers, newsletters and magazines including Marketing Magazine, Advertising Age, Tele-Professional, Sales and Marketing Management, Selling Power, Profit Magazine, Business by Phone and Canadian Business and has appeared various radio and TV programs.

As an international trainer, Jim Domanski has implemented some of the most unique and effective tele-sales training programs in North America and Europe. By blending humor with hard hitting, practical tips and techniques, his seminars are thoroughly dynamic, highly interactive and extremely effective. Attendees consistently provide rave reviews about the material and content of all Jim’s training programs. A certified professional speaker.

Clients include (among others)

SAP Franklin Covey First Energy CorpMolson Breweries Softchoice Corporation Bell CanadaEmory & Co. Bank of Montreal Canada PostSwedish Eco. Comm. CDI Computers Techno TradeShell Canada Grand and Toy Toronto DominionAnalgesic Healthcare Multiple Plastic Devices Multi-ChemTAB Toronto Argonauts Ask MeridianDiscus Dental Century Spring Clement CommunicationsJapanese Tel. Ass. Trimega Corp Educational ResourcesEdwards Medical Prophix Software Softchoice CorpMeridian Consulting JMFA Relational Funding

Jim lives in Ottawa, Ontario, is married with two boys. He is an accomplished cook, a voracious reader, a Civil War buff and a collector of edged weapons.edged weapons.

About Teleconcepts Consulting

Common Cold Call Objections Workshop · • start calling at 8:00 a.m.; begin with the first name...

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