Tel-E Sales Tip of the Week
July 31, 2008

Published By Art Sobczak, Business By Phone Inc.
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Sales Managers: How Effective of a Coach Are You?
If you are not, it is costing you. Maybe big time. Learn precisely what
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Go to http://www.businessbyphone.com/Domanski.htm

Sales Reps: What Do You LOOK Like Over the Phone?
You probably wouldn't dream of showing up at a prospect's office with
your cleaning-the-garage clothes on, unshaven (or no makeup). Is that
what you sound like over the phone?  
Go to http://www.businessbyphone.com/Berkley.htm

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This Week's Tip: 
Do You Use Meaningless Words?

Greetings,

On the phone we have about 10 seconds or less
to capture a listener’s attention, break their 
preoccupation with whatever they were doing when 
you called, and place them in a positive, 
receptive frame of mind to share information 
with you and listen with an open mind. 

Therefore, you don’t want to muddy up your call 
with wasted words, or meaningless words.


Here are some that are overused, and really are 
meaningless when you analyze them.


-"cost-effective," as in, "We provide cost-
effective products."


-"leading," or "premier," as in, "We’re the leading 
company in this field." According to whom?


-"solution provider," as in, "We’re a solution 
provider."


-"meet your needs," as in, "I’d like to discuss how 
we can meet your needs."


Here’s an opening that I’m sure someone, somewhere 
is probably using.


"Ms. Prospect, Josh Verbose with E-Commerce 
Applications. We’re the premier solution provider of 
cost-effective e-commerce systems. We help companies by 
facilitating their migration into electronic marketing 
by leveraging their options to meet their e-commerce 
needs."


Huh?


I actually received a call similar to this. Not only 
did the guy’s monotone sound like he just arose out 
of bed with a stinging hangover, he slurred the 
unemotional pronunciation of words:


"Art, this is Joe Collins with Data International. 
We’re the most respected provider of data funneling 
(or something like that--I had never heard the term 
before). We work with the IBM’s, AT&T’s..." and the guy 
went on for at least 90 seconds, nonstop, with his 
droning. I was not a prospect, and even if I were, 
I wouldn't have been interested based on this opening.


Here are a couple of fundamental ideas to keep in mind 
before and during your calls.


-Know who you’re talking to, both company and position-
wise. This guy was clearly in the wrong place. To 
avoid wasted time, energy, and resistance he could 
have simply said to my assistant, "I want to be sure 
that what I have would be of some interest for your 
company. Please tell me ...", followed by some 
qualifying questions.


-Use clear terminology to quickly create interest. 
Let me say this again: you have just several seconds 
to create interest at the beginning of a call. You 
do this by alluding to what you might be able to do 
for them, and then asking a question. So be simple 
with the hint of the result you could possibly 
provide. For example, 


"Art, depending on how you're using your existing 
list of customers, we might have a way to help you 
get two or three times the amount of repeat business 
you're doing now. I'd like to ask a few questions 
to see if it would make sense for us to speak further."


Along the same lines, avoid stilted words when 
simpler ones will do. An article in Sales and Marketing 
Management magazine suggested ...


"use" instead of "utilize"

"talk" instead of "have a dialogue" 

"help" instead of "facilitate" 


Examine your own language, both in your openings, and 
in all parts of your call. Are you creating resistance 
instead of interest? If so, change it today.


=====================================


QUOTE OF THE WEEK
"Words, like eyeglasses, blur everything that they 
do not make more clear." 
Joseph Joubert 

Go and have your best week ever!

Art

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Reprint These Tips In Your Own Publication
We encourage you to reprint these Tips in your own email, online, or conventionally-
printed publications. It's free, as long as credit is given. Reply with your
request. Contact: Art Sobczak, President, Business By Phone Inc. 13254 Stevens St.,
Omaha, NE 68137, (402) 895-9399.  Or, email:arts@businessbyphone.com

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