Selling Technique

2. Getting Access

2.1 If you are telephoning a customer, follow a few basic rules.

• Ring at the right time. People are naturally more responsive to calls in the morning.
• Get the crucial first 30 seconds of your pitch right.If you fail to prepare your opening carefully, you have little chance of interesting the customer in what you have to offer.
• Check you are speaking to the right person. Ask what involvement he or she has in making purchasing decisions.
• Always get your customer's name and give your own, too.

2.2 Get secretaries on your side.

• Be friendly, not pushy. Ask the secretary to help you.
• Explain the benefit the customer will get from taking your call or giving you an appointment.
• Make a note of the secretary's name and use it the next time you call.

2.3 When you make contact with decision-makers, treat them considerately.

• Check that you are talking at a convenient time. Be ready to keep your call short.

2.4 Engage the customer's interest.

• Introduce yourself and establish the basis for talking. For example, 'Did you receive my letter?' or 'Your friend X suggested I call you'.
• Briefly outline the key benefit your product has for this particular customer.
• Ask if the customer is interested in what you have said so far. If so, go on to ask more questions (see 3). If not, ask if your product or service might be of interest at a later date.

2.5 Be prepared to be persistent, particularly if you do not have an existing relationship.

• If you get an immediate brush-off, try to keep the conversation going. For example, if you are asked to put something in the post, ask what in particular the customer is interested in.
• If customers say they need to think about it, ask what their concerns are.
• Stay focused on what you want to achieve. If you want a meeting, ask for one. Suggest a time and a place. Customers prefer, and are less likely to cancel, meetings on their own premises.
• Use each time you make contact to build your understanding of the customer. Record details of the customer's circumstances and needs. Note down other useful information. For example, about budgets and decision-makers.