CHAPTER 8
Preapproach and Telephone Techniques
Learning Objectives:
 Recognize the importance of the preapproach in the sales
cycle.
 Learn the objectives of the preapproach and the planning
needed to make it effective.
 Study how to prepare for an effective preapproach.
 Understand how the preapproach fits into the sales cycle as
an extension of prospecting.
 Discover effective methods for making telephone calls that
are successful in leading to presentations.
 Understand the six-step telephone track and how to use it to
make appointments.
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The Importance of Preapproach Planning
 The path to success: See enough of the right people
at the right time
 Four phases of the sales process that can overlap and
turn a lead into qualified prospect:
1.
2.
3.
4.
Prospecting
Preapproach
Approach
Need Discovery
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The Sales Cycle
A continuous process that
works together to turn a
lead into a qualified
prospect.
Prospecting
Lead
Preapproach
Approach
Need
Discovery
Qualified
Prospect
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The PREAPPROACH is…
…the planning and preparation done prior to the actual
contact with the prospect
 Preapproach Basics
 Allows you to be less mechanical and more thoughtful
 Allows you to anticipate problems and plan ways to handle
them
 Steps in Preapproach Planning




Analyze prospecting information
Plan specifically for each sales call
Go over and rehearse your presentation
Study product and sales literature
4
The Extent of the Preapproach
The extent of the preapproach will vary with industry,
client, number of accounts, and familiarity.
5
Preparation and Preapproach
Develop a checklist of sales essentials:
1. About the Company




What business is the company in?
What are its products and markets?
Who are its primary customers?
Where does it rank in its industry?
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Preparation and Preapproach
2. About The Buying Center
 Who is the actual decision maker?
 Who influences the purchase process?
 What are the backgrounds and personal interests of each
person involved?
 Can we help this company’s staff develop additional
expertise?
 Does anyone in my company know anyone in their
company?
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Preparation and Preapproach
3. Other things to consider:
 How often does this company buy my type of product or
service?
 Who is this company’s competitors? Does my company do
business with those competitors?
 What plans does the company have that could affect its
future need for my product?
 How satisfied is this company with its present supplier?
 Do we (or can we) use their product or service?
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Preparation and Preapproach
 Predict likely objections
 Your past experience
 Experience of others within your company
 The preapproach information gathered
 Prepare for the presentation
 Set sales call objectives
 Rehearse (role play)
 Visualize successful selling
 Mental toughening - Visualize the meeting over and over with a
successful outcome
 Practice out loud
 Learn how to best approach the prospect
 Social style analysis
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Sources of Preapproach Information
 Five Proven Sources of Information:
1.
2.
3.
4.
5.
Direct questions of the prospect
Other company salespeople
Your current customers
Local newspaper or their company newsletter
Personal visit/cold call (use powers of observation)
 Other Ways to Find New Prospects:

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Mergers (new strategic alliances)
Personnel changes
Changing product lines
Advertising plans / TV and Magazine Ads
Sales training information or announcements
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Ten Buyer Questions
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
What are you selling?
Why do I need it?
Who is your company?
How much will it cost?
Who else is using it and are they satisfied?
What kind of person are you?
Is your price truly competitive?
How does your solution compare to other alternatives?
Why do I need it now?
What is your record for support and service?
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Building Your Self-Confidence
 Having a plan and knowing the customer bolsters
your self-confidence
 Enhance your perceived value




Don’t knock the competition
Be prompt; be polite; keep your promises
Plan ahead - don’t leave anything to chance
Write a note of thanks
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Setting up the Sales Interview
 Timing: When is the best time to see a prospect?
 Gaining Entry: Making the first appointment
 Letter - the weakest, so follow with a telephone call
 Cold call - good, but often time consuming
 Telephone - saves time and money
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Setting up the Sales Interview
Gatekeepers
 Show them sincere respect
 Be honest about your intentions
 Get personal information about the
individual
 Question gatekeepers. They often
know what the company needs
 Be thoughtful - small gifts and
cards can go a long way
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Telephone Techniques
 Mental exercises to use in advance of the telephone
call or personal visit:
 Practice using your powers of visualization
 Create a mental hologram and live it over and over in your
mind
 Practice out loud - your mind loves to hear the sound of
your own voice
 You gain the same benefit from this type of practice as from
an actual sales interview
Remember: Your mind cannot separate a real
experience from an imagined one
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Telephone Techniques
View the appointment as a mini-sale:
You’re selling the appointment over the phone, not your
service or product.
Most annoying voice characteristics:
Whining and complaining
44.0%
High pitched or loud tone
28.0%
Mumblers
11.1%
Too fast or too weak
8.5%
Monotone voice
3.5%
Strong accent
2.4%
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Telephone Techniques
When Planning and Organizing the Call…
 Ask Yourself:




Why am I calling?
What is my proposal?
What would make this person want to grant my request?
What is the best action plan I can offer?
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Telephone Techniques
Key strategy points to consider:
 Schedule a specific time for calls
 Immediately follow up a successful call with another call
 Arrange to avoid interruptions
 Develop a written script
 Verify that you are speaking to the correct individual
 Tell only as much as needed to get the appointment
 Keep control, but don’t be pushy
 Show excitement and enthusiasm in your voice
 Sell your name. Ask the prospect to write it down
 Eliminate verbal pauses (um, uh, you know)
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The Six-Step Telephone Track
 Step 1 - Introduce yourself and your company
 A judgement will be made about you within 10 words
 Keep it warm and friendly
 Step 2 - Take the curse off the call
 A call is an interruption
 Get permission to continue
 Soften the impact with, “I need just a minute” etc.
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The Six-Step Telephone Track
 Step 3 - State the purpose of the call
 A brief, hard-hitting lead-in
 Mention referrals if you have them
 Step 4 - An interest-capturing statement
 Usually a customer benefit
 You could ask a thought-provoking question
 Step 5 - Request an appointment
 Don’t give too much information over the phone
 Give a choice of times for the meeting
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The Six-Step Telephone Track
 Step 6 - Overcome resistance




Agree with the objection
Switch back to your idea or reason for the appointment
Ask for the appointment again
Remember all you want is the appointment
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