Article 101

What to Learn ... and in What Order... To Be Successful At Setting Sales Appointments.

Some recent training sessions reminded me of the order in which you should learn setting sales appointment skills.

A company had me training some of their callers. By the miracle of 3 way calling I was able to listen in to their first attempts at setting sales appointments. Bottom line? Caller A, 40 minutes, 5 conversations, 1 appointment. Caller B, 30 minutes, 3
conversations, 1 appointment.

Here are 3 bits of advice that helped these first time callers.

1. Focus on getting very good on one aspect of appointment setting at a time.

Readers of these notes know that these callers had scripts prepared and in front of them. Scripts to set the appointment, respond to resistance and "park" the prospect.

You set yourself up for failure if you try to master all components at once. My advice is to do the best you can at all components but really focus on only one component at a time.

Example: Call after call I would critique the words and delivery of the "set the appointment" pitch. I listened and offered few suggestions, but a lot of encouragement on how they responded to resistance and attempted to "park" their prospects.

If you try to master everything at once you tend to get frustrated quickly. Focus first on delivering the set the appointment pitch. Tweak it, massage it, and try different delivery styles. 90% of your attention should be on this one component.

After 10 - 15 - 20 conversations you have mastered that pitch. Now focus 90% of your attention on how you respond to resistance. Tweak, massage and master that. Then move on to parking.

By focusing on one component at a time you begin to feel progress and that you are really accomplishing something.

2. Don't sound like a salesperson.

Most salespeople have difficulty setting appointments. Sound like all the rest and you will have the same problems.

Your high pitched excited voice, your over enthusiastic greeting... and your witty and clever repartee (which is never witty or clever) - serves only to flag you as someone to avoid and activates natural defenses against predators.

When you call receptionists at Mega Companies, do you sound like this?

"Good morning!!! This is Joe Jones from I. B. Sorry. How are you today!?" Who cares?

"We sell fantastic widgets and solutions to your industry. Is Ms. Decision-maker in?" "No!!"

The more unnecessary words you use, the more info you give, you serve only to flag yourself as a salesperson and results plummet.

3. Ask for the appointment.

It was driving me crazy. Great call. Prospect had a need and was asking questions (isn't that why you meet with people?). The call was going on and on and on and on and on and on and on and on - but the caller wasn't asking for the appointment.

At the conclusion of every response, every question, and every comeback - always ask for the appointment.

Those were successful training sessions. It really helps to be able to listen in to both sides of the conversation and offer real-time suggestions.

Best wishes with your prospecting,
Scott Channell

copyright 2005-2009 Scott Channell