This morning, I received one of the worst sales calls I’ve ever heard. I had originally contacted a person through a website to find some information on online advertising. (Strike 1 – There was no media kit on the website)
When I picked up the phone, the person that answered started by saying that their manager (the person I had e-mailed from the website) was too busy to get back to me so he was following up. (Strike 2 – Never tell anybody that somebody is too busy to get back to you) I asked him a few simple questions about advertising on the website which he could barely answer. On top of that, he over exaggerated on how effective his website advertising offerings were. (Strike 3 – Make sure you know your facts before you call a prospect).
Finally, I asked him if he would please send me an e-mail with the details of our discussion. He told me that he had already told me everything over the phone. (Strike 4 – Never hesitate to send written confirmation of details to a prospect)
When I received the e-mail from him later on, it was missing information that I had requested and clearly looked like a cookie cutter sales letter with zero customization. (Strike 5 – Never send generic content to a prospect who has requested specific information)
At the end of the e-mail, he asked for the sale without properly qualifying me as a good prospect and without presenting a good solution that would meet the needs I discussed.
If he read my blog, I would tell him his 5 takeaways should be:
1) Add a media kit to your website
2) Treat your prospect like his time is also important
3) Do you homework! This is essential. If you don’t know the facts about your product, how can you possibly sell anybody a decent solution?
4) Always offer to send written confirmation of details to your prospect and then make sure to follow up.
5) Customize your content to your prospect’s questions. This is essential! If a prospect has asked you about specific features or product information, then they clearly have an interest. Make sure to address this in your follow up e-mail!
A good sales call is not difficult to do but very easy to screw up. The keys ideas to think about here are listening, needs analysis and polish.