Hold the Cheese, Please

by Amy Keuper, VP Sales

Can sales people who hate sales people be effective?  Maybe even more so. 

We all know when we are being fed a line.  No one likes being sold and we naturally recoil at the cheesy salesman stereotype.  Poor Willy Loman.  Yet, our whole economy hinges on sales.  Some sales messaging must work.  How else could GEICO stay in business?

On a recent training call, one of our newer clients counseled the Initial Call team against being too sales-y.  In so many words, she wanted to make sure we turned down the “cheese factor”—the aggressive “yeeeshh” tactics of pushy store clerks and used car dealers.  I could relate—as she projected her own distaste for being cold-called into her advice for us.  Hatred for being involuntarily bombarded (and usually at dinner) is an emotion that now unites us as a culture.  We shake our heads and say, “XY*&%# telemarketers…who buys from these people?”

When our clients hire Initial Call to represent them—they must overcome two trust hurdles.  First, there is a concern about whether we can get the job done.  Our clients know that in this day and age, we must be forceful to get a message through.  However, on the other hand is the fear that we might make a bad first impression with a typical high pressure sales pitch.  Rest assured.  We are not telemarketers.  We get it.

There are two main principles to success in tele-sales.  The first key is to believe in the offering.  Our clients have answers for prospects’ pain.  We are calling with real solutions.  If you got a call with the cure for the common cold, you would be elated—no matter how interrupted.  We aren’t necessarily phoning about miracles, but close to it.  Amazing medical products and services.  Critical data storage answers.  Money-saving business intelligence software.  Solar energy opportunities.  Who wouldn’t want such?

The second key is to put oneself in the prospect’s shoes.  We ask, “How would I feel if someone called me with this message?”  We understand that we have just seconds to engage a prospect.  It’s an art: moving a conversation forward and making a connection quickly.  No tricks.  No formulas.  Initial Call talent has this proven X factor that can’t fully be explained or taught.

Because we ourselves share in the common suspicion of peddlers, we approach our sales work from a higher perspective.  We seek to establish a peer relationship with prospects.  We steer clear of catch phrases.  We never rely on scripts or slight of hand.  We don’t pressure; we persevere.  This fear of being lumped in with other unwanted solicitors forces us to be creative and raises us to a more effective plane.

We would like to hear how you have been effective in sales while staying above the stereotype.

Comments

[Duke Nicolian]

I like several of things suggested by this topic. X factor (you either have it or you don’t), the selling of a proven and needed solution, and I too hate being called by a Telemarketer at dinner. Take all of the above criteria and present it with a smooth/intelligent/and convincing voice mm mm good. One thing that really bugs me about the "call at dinner" Telemarketer is an annoying voice. It does not matter what you are selling if you sound too young or don’t enunciate and/or are not polished, you can forget it.

Thanks for listening

[Amy Thomas]

Brillantly put! I hate telemarketer calls, but I am in sales and my husband is in sales.

I agree; it's about believing in the product (most telemarketers don't--and you can tell by the tone of their voice) and the X-factor (part of which is an ability to build a relationship with people).

I love the new website and logo!

Amy Thomas
Swell Pregnancy Guide