Sales is a ‘People Business’

Like my old man used to say to me when I was a ‘young buck’ – “If I’ve told you once, I’ve told you a thousand times…”  So allow me to say for the 1000th time – “Sales is a ‘People Business”. The sales call is NOT about you, and what you want, it’s about the prospect, and their feelings. If you miss a critical opportunity to turn the focus of the call to your prospect’s feelings, and what’s important to them, then you’ve missed a critical step required to build rapport. Although the Gold Call Script choreographs simple dialogue, and gets you to the ‘close’ quickly, it’s main purpose is to serve as a framework for building normal sounding conversation at a ‘peer-level’ with prospects. On the attached call recording you will hear an exchange I had with a controller of a bank in Cincinnati, OH. Right away Ms. Controller sounds like she’s having a bad morning. That’s when I decided to get out in front of the problem, rather than wait for it to blow up in my face!

If your prospect sounds like my prospect did this morning, don’t ask for 10-seconds, and jump into your Gold Call ‘Lemonade Statement’. You’ve got a problem prospect, and you MUST deal with that immediately. That’s why when ‘angry’ prospects answer their phone, you need to quickly jump to, “Sounds Like I couldn’t have picked a worse time to call you”. This will instantly call your prospect’s attention to how they answered the phone, and the reason for their behavior. You’ll find that most prospects will catch themselves, and readjust their tone, and realize that being angry at someone they don’t know is just plain silly. (You see most people really do have a heart, and are conscious about their interaction with others).
The lesson in all this is to remember to ‘fight’ all your battles up front, don’t wait! Just remember to have EMPATHY with prospects. It’s all about them, right? On this call I am playful and understanding, and most importantly, I turned a negative into a positive. Although I didn’t close a new prospect, that was just for this call. The next time around it could be different. Next time I will get a name and phone number and a closed appointment all because I faced the problem up front, and let my prospect know that I understand their feelings.
Happy Hunting…


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2 Responses to “Sales is a ‘People Business’”

  1. lenny Says:


    […]Sales is a ‘People Business’ « The Gold Call Blog[…]…

  2. Brian Levandusky Says:

    Buyers buy from people they like not always based decision on product and service

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