Objectives
- Put the sales person in control of the process and focus time on prospects that are ready to close
- Change the dynamics of the relationship – Customers expect the sales person to “chase” them and they take advantage of that fact. They don’t return your calls because they know you’ll call again. This Firing technique takes sales person out of that situation.
- Get the prospect to return your call – Understand, we’re taking advantage of the fact that emotionally, your prospects derive a sense of importance and power from the fact that you’re chasing them. They don’t want to be taken off your list. That makes them feel less important. If you “fire” them and they don’t call back, then they are telling you that they are not sufficiently interested/qualified for your services right now. The best news is that many WILL call back and there will be a new relationship in place. You’ll be in control!
Technique
1. Decide on a series of steps that are the limit of outbound calling that are sufficient for most of your prospects. For instance –
2. Call on day 1, leave message if not in
3. Call on day 2, don’t leave message
4. Send email on day 3 5. Call on day 5, leave message if not in
6. Call on day 6, leave message “firing the prospect” if not in.
All the steps can follow your normal “script” or approach. The last one, where you “fire” them is the key.
So, when you make that last call, if you do not reach them, you leave a voice mail to this effect – “Bob, this is Tom with Maximum Potential, in the last couple of weeks, I’ve called and left a few voice mails and sent an email or two in order to discuss our Human Resource solutions with you. Since you have not responded to my messages, I’m going to assume that improving employee retention and reducing hiring costs are not a priority for you at this time and I’m going to take you off of my calling list. If I can be of service to you, just call 888-???-????.”
This last message in which you actually fire the customer, rely on two components, without which it won’t work:
- It must be firmly and clearly worded – they have to know you’re not going to call anymore. The next move is theirs.
- You have to be sure you don’t want to call them anymore. You loose credibility if you leave a message like this and then call them again in a few days.
When they do call back, stay in control. Suggest a next step but, be sure to confirm that they’ll take your call when you call back – best of all, set an actual appointment.
Good selling!