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Why do so many sales people have trouble in setting appointments? Nearly everyone has a problem in setting up enough good qualified appointments over the telephone.
Change the way that you think about appointments and you will see your number of qualified appointments sky rocket as your income follows.
The reason some sales people have problems setting appointments is because they trying to set appointments. Instead they should be thinking about selling appointments.
As a sales professional you know that everything has to be sold: people have to see, understand and have a need to move forward to do anything. However, when it comes to appointments, we seem to forget that.
On the telephone, the objective is to eventually set an appointment, but if you look at your telephone presentation you may see that you do not say anything that actually sells the appointment.
You may be trying to sell yourself; your company; or your product or services; but you don't sell the appointment. You should not see these first telephone contact as an opportunity to force your prospective client to buy something - you should simply sell the value of the appointment. Sell the appointment as a complete and separate product
Ask yourself: What is the value of having an appointment with you? What is in it for your prospect just to meet with you - even if they don't buy?
You should prepare at least three value statements: assets, rewards and reasons why the prospect will benefit simply by meeting with you.
For example, is there any information that you will cover with them that will prove really valuable? Will you leave your prospect some useful documentation, a CD or a demo that be useful whether they buy or not?
If you offer advice, can you name three ways that your prospect will benefit from your advice irrespective of whether they use your services or not?
Many of the objections you will face to agreeing to an appointment are about buying the product. Your prospect may say "I don't think we need it; I am happy with my current supplier; I can't afford it" etcetera.
Do not be tempted to try to convince your prospect over the phone that you are a better supplier or have a better and more affordable product. Just sell the appointment.
Here is an example of how to put all of this together:
"Jo, I appreciate the fact that you're happy with your current supplier. In fact, running a successful business as you are, I would expect nothing less. I am not asking you for your business. However, over a cup of coffee, I will show you the latest technology in the industry and update you on what is available. The information I'll share with you alone may help you make significant savings this quarter. If our relationship goes any further, that will be up to you. But I assure you, you will find this one meeting very beneficial. Is Tuesday afternoon okay or can we get together next Friday?"
The appointment is a product and a valuable service in its own right. So sell it and sell it on its own merits. Stop setting appointments and start selling them!
This article was written by Sean McPheat, who is regarded as The UK's #1 Authority On Modern Day Selling. Click here to find out more about Sean and to get hold of some more sales tips.