Another Warm Lead

Saturday morning, I sat in my pajamas, sipping strong, black coffee and petting Ms. Kitty Cat. The telephone rang. Usually on a Saturday morning, I screen my calls, but this morning, expecting a friend, I picked up.

The caller was not my expected friend. She was a financial advisor from American Express. She asked if I had received the mailing I'd requested.

Wendy: I didn't request a mailing.

Caller: Did you receive a mailing?

Wendy: I don't know.

Caller: It was from American Express, outlining our financial products.

Wendy: I get a lot of mail.

Caller: So, you're not interested?

Wendy: You should look at a program called Cold Calling College.

Caller: This is a "warm call."

We said our good-byes as I choked back hysterical laughter. "Warm Call" ? "Cold Call" ? However else you might care to categorize it, this was a Failed Call!

I was a qualified prospect. I was not necessarily uninterested. What went wrong?

This caller wanted me, the prospect, to do all of the work. She assumed that because the call was (in her mind only!) a "warm call," I was interested in the products, knowledgeable about the products and ready to move to the next step. Nothing could have been further from the truth! She made no effort to entice or interest me-instead, we had a conversation about whether or not I had received sales literature!

And then, moving from unbelievable to mind-boggling, this caller assumed rejection! (A standard closing technique is to "assume the sale" and proceed accordingly.) She had it backwards. Because I was not particularly interested in sales literature, she assumed without any questions or attempts to discover what my interests, wants or needs might be that I was saying "no."

This (non)sales process was also unwieldy. Evidently, someone else had originally called me-I don't remember-and sent out some sales literature-I don't remember. What a waste of time and resources! I guess American Express can afford it. You and I cannot!

So, here's the Master Plan for introductory calls:

1. Determine the goal of your phone call.
2. Set yourself up as an expert.
3. Articulate customer-centered benefits.
4. Ask for what you want (see #1 above-Determine the goal).
5. Use sales literature as a backup only. Do not use it as an introduction (see story above).


© 2004 Wendy Weiss

Wendy Weiss, The Queen of Cold Calling & Selling Success, is a sales trainer, author and sales coach. She is the author of Cold Calling for Women and the recently released Cold Calling College. Get her free e-zine at http://www.wendyweiss.com.

In The News:


pen paper and inkwell


cat break through


Voice Mail That Sells

As a business owner, I receive my share of sales... Read More

Do You Want to Know the 8 Tips to Selling More Products?

So often sales men and woman are the very people... Read More

How to Sell High Tech Solutions

Many companies are looking to improve upon the speed, security,... Read More

How to Acquire More Leads

The most effective prospecting techniques were revealed in the August... Read More

Great Telephone Skills

Having good telephone skills is crucial as the call may... Read More

Its Better When They Tell Them

You know that word of mouth can grow your business.... Read More

Don?t Waste My Time!

Many participants in my programs ask how to deal with... Read More

10 Amazing Product Selling Formulas

1. Sell your products at a wholesale price to retail... Read More

Selling Skills - How to Handle the Dreaded Question Whats The Price?

I've written previously about how to attract customers and how... Read More

The Force That Drives Buying Decisions

What do people buy? They don't buy your wonderful presentation.... Read More

Clear Up Blurry Communication

One of the top brewing companies in America is a... Read More

How to Revive a Dead Lead

It's easy to spend days, weeks, or months speaking with... Read More

Youve Got a Great Business, but Nobody Cares!

I would like to share a disturbing little secret with... Read More

Understanding The Corporate Buyer

Selling your services to corporations is an attractive proposition. The... Read More

Keep the Referrals Coming

A key method of our survival in the business and... Read More

Smooth Sailing (Selling) In The Second Half of The Year

You can make a difference in the second half! You... Read More

Selling the Dr. Seuss Way

"I am Sam. Sam I am. Do you like green... Read More

How to create your own Unique Selling Proposition

Why would a prospect buy from you rather than from... Read More

10 Mistakes That Reduce Profitability

In my professional experience as a sales and marketing coach/consultant,... Read More

Are You Selling What They Want To Buy? Is It An Appropriate Solution?

Let me tell you about my friend Peter who has... Read More

Give Up the Need to Sell

Most business people will tell you that selling is not... Read More

How Leaky is Your Sales Pipeline?

Does your Sales Pipeline leak? If you answered no, you... Read More

Ten FAST Ways to Sell Your Products

Always give a reason for the sale for credibility. 1.... Read More

Asking The Right Questions

On an introductory call, how do you gather all of... Read More

How To Shorten The Selling Cycle And Reduce Buying Stalls

The main reason for buyer resistance and selling stalls boils... Read More

Five Keys to Make Your Cold Calls Sizzle

Do you clam up on the telephone? An advertising rep... Read More

Selling Is Not A Dirty Word

Selling--a word that strikes terror in writers and professionals. We... Read More

Your Ad -- Who Cares?

Junk mail. We all get it. And it goes straight... Read More

Dead Silence From Your Prospect: The Worst Sound Of All

Could this be the worst moment in your selling cycle?You've... Read More

The Relationship Between Colour & Sales

Make no mistake that emotions are the driving force behind... Read More

Save Your Breath: How To Sell In Trade Shows Without Pitching

You stand there, in front of your great presentation material,... Read More

Never Stop Selling

The question: "When should a growing company slow down its... Read More

Aamazing Tips To Increase Your Sales

1. When you make your first sale, follow-up with the... Read More