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Three Tips For Phone Solicitation During A Down Economy
October 27, 2008

I recently communicated with a terrific colleague of mine, Parley, from one of our properties and asked him about recent challenges. He mentioned that phone solicitation in this current economic situation is becoming increasingly more difficult "when everybody we call is being bombarded with phone calls."

How do you feel when you get a solicitation call in the evening that interrupts your family dinner? You probably feel even more annoyed when it is a sales person soliciting something you have no interest in. Now, how do you react when you get an unsolicited e-mail promoting a product or service? As a consumer, you have more control over e-mail messages or even junk mail. You can easily hit the delete button or pitch the paper into a recycle bin. A phone ringing in the middle of dinner is a bit more intrusive, although you always have the option to answer or not.

How can you be respectful toward clients while still inquiring about their needs? One client told me, "I appreciate that you're doing your job as a sales person, but don't call me and ask me if I have a meeting for Pittsburgh without doing enough research to know that we've never met on the East coast nor is there enough meeting space at the convention center to accommodate our needs." 

Tip #1 - Do your research. Identify those customers that might have a need (perhaps lost business accounts or "retired accounts" that had prior business with you). 

Tip #2 - Be respectful. If you are merely cold calling, after the introduction of your name and the purpose of your call, ask if it is a convenient time to speak. If not, ask to schedule a time when you may call back. Send an e-mail with your intentions and ask for a time (offering several dates and times) for a conversation. 

Tip #3 - Be yourself. Practice your solicitation call so that you don't sound like a sales person. Show the client that you are a real person within the first 10 seconds by avoiding "sales" jargon. We all know what that sounds like. "How are you today?" seems to be an overly used crutch to get people talking. Avoid it and be original. "This is Bart with the XYZ Hotel Company. I know you get many calls these days from companies looking for business. I did some research and called you because (you met with us before, you've used our competitors before, you've been in our city before) and I simply have three questions to ask you now if it’s a good time to speak?" 

Good luck and happy hunting!

Posted by Bart Berkey on October 27, 2008 | Comments (4)