But what if you don’t get through with that quick, one-minute call? Then you must plan a sequence of follow-up calls that maximizes your chance of at least connecting with the lead but does not annoy the lead with too many calls – or simply waste your time. Velocify says the best number of calls is six, which should connect with 95 percent of


SELLING TIP Cash in on Complaints


“Companies gather huge amounts of data about their customers, but it usually tells them little about what these customers want,” says a California consultant and psychologist. How, then, can you get information you can use that will help turn the purchasing crank? “Often, the best


SELLING TIP Success Tips


It’s no secret that women have proven they’ve got what it takes to succeed in sales. To make sure you get the credibility you deserve as a woman and a competent salesperson, keep these tips in mind. 1. Know how to coach. The role of coach is as impor- tant as the facilitator role women sometimes prefer. Although building consensus and buy-in for change as a facilitator-leader is an important and timely skill, women must also be able to provide peers and supe- riors the information that improves performance.


2. Give constructive critical feedback. To earn respect and credibility, women must also be able to do the “dirty work” of providing negative feedback. Remember: Criticism doesn’t have to be destructive – learn to sandwich criticism with praise, and tell people where they need to improve in a way that motivates them to do a better job.


3. Give men the bad news first. When you’re offer- ing performance feedback to men, they tend to focus on what they hear first. If you put the positive before the negative, they may not see the need for improvement – which can reflect badly on you. Encourage others to tell you what they need from you to maximize their performance.


4. Take a stand. To earn credibility, you have to stand


leads. And these calls should be stretched out in a definite sequence that optimizes results. That optimum sequence is calling at 0-1 minute after lead interest, then at 30-60 minutes, and next at 1-2 hours. If necessary, the next three calls should be made on days 5, 14, and 15.


How valuable is this sequence? Ve- locify reports it will more than double


the contact rate, versus only a 7 percent improvement in contacts by calling every day at 2 p.m., the best- time-of-day approach. Researchers attribute this success to the lead’s appreciating both quick follow-up after the expression of interest and a reasonable, but not excessive, persis- tence afterwards. For more informa- tion, go to www.velocify.com. 


source of information about the wants of customers is the questions they ask or comments they make when they voice a complaint.” One rep we know asks this question of customers


repeatedly: “Is there anything about our product or service with which you are not completely satisfied?” The response to this question frequently touches off a complaint or two – minor or major – that zeros in on what the customer needs or wants.


— RAY DREYFACK


up and be counted as a person with opinions worth hearing. Always think before you speak – especially if what you say may be surprising or controversial – but be willing to take a risk. You may get points for courage and showing your conviction in areas important to your organization’s success.


5. Keep it short and to the point. If you fully under- stand what you’re saying, it shouldn’t take you long to say it. In a formal presentation, try not to take more than five minutes to make your case. Focus on three points and be sure to emphasize the benefits to your audience.


6. Lighten up. Men often show respect by ribbing each other, and women should be able to play the same game. Avoid giggling, but don’t take your- self too seriously. Demonstrate a sense of humor regarding your own importance.


7. Minimize visual distractions. If you want to be taken seriously, start with your appearance. Avoid too much hair around your face; long, brightly painted finger- nails; overly dramatic gestures and facial expressions; and too-tight, low-cut, or high-cut clothing. When in doubt, opt for the more conservative option.


8. Polish your analytical skills. Women can enhance their credibility by combining natural intuition with strategic data and measures, logic and analysis. During presentations, use a few computer-gen- erated color visuals that focus graphically on key decision-making information.


— NANCY SKINNER SELLING POWER AUGUST 2016 | 25 © 2016 SELLING POWER. CALL 1-800-752-7355 FOR REPRINT PERMISSION.


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