Tony Parinello recently released a new book
which is more timely and relevant than ever before. Entitled, Five Minutes With
VITO-Making the most of your selling time with the Very Important Top Officer,
authors David Mattson, CEO and a partner at Sandler Systems, Inc. and Tony Parinello have been generous to share some
chapter excerpts with me that I now have the opportunity to share with you.
Presence is everything when it comes to selling.
How you come across, that is, how you ‘show
up’ and present your case to the prospect can make the difference between the
beginning or the rapid end of your very first conversation with them. Regarding
of how you’ve connected with your prospects; through cold calling, prospecting
or by other marketing means, here are Tony and David’s five critical objectives
of your first phone call.
Excerpt from Chapter 22
Five critical objectives of your first phone
Your first phone call with any prospect is a
critical factor in determining whether or not you will eventually make a
sale. Because of this, it is crucial
that you remain focused on the real purpose of this first conversation.
Critical Objective #1
Make a great first impression.
Your first phone call is about bonding and
building a business relationship. Never
use an icebreaker. It is a shallow attempt to reduce tension and a total waste
of time. Get straight to the point.
Don’t go into any technical details about your product or service unless
you’re asked. Forget that you need to
make a sale. Sounding desperate is going
to bring a quick end to your conversation.
Critical Objective #2
Communicate with unshakeable confidence.
Pick up the phone, take your shot, stick to
what you know and remember that if you fast-talk your prospect they will hang
up. Remain confident and concise
throughout the conversation.
Critical Objective #3
Focus on what is relevant to your prospect.
When you’re making a pitch, your prospect is
going to be asking him or herself, “How does this apply to me and the
economics of my operations and/or the wealth of my shareholders?” Make sure your product or service is a clear
answer to this question.
Critical Objective #4
Establish an up-front contract.
A conversation with a prospect is all about
commitments of time, attention and resources.
Be up-front with what you are offering them, and what you are asking
for. Lead your prospect towards making
additional commitments to you, but make them feel like they are in control of
Critical Objective #5
Make a great last impression.
What you say at the end of your first
conversation matters almost as much as what you say at the beginning. Make sure your prospect hangs up the phone
eager to speak with you again.
To order the book or for more information click