MAY 2000 ISSUE
Three Tips To Conquer Phone Fear
By Ann Barr

Did you ever come into your office in the morning, knowing you needed to make 30 phone calls, but hating the thought of picking up the telephone? If you have ever felt that way, you are not alone.

Marketing research has found that call reluctance holds more salespeople back from earning what they’re worth, than anything else. Most sales are made after the seventh contact, but many salespeople quit after two calls.

Call reluctance strikes men and women, young and old, new and experienced – people in every selling field. It’s as common as the common cold, but can be a lot more deadly – even killing sales careers.

Research has found that 40 percent of all salespeople suffer a career-threatening episode of call reluctance at some point. Studies show that 80 percent of all first-year sales people who don’t make the grade, fail because of insufficient prospecting.

Often, call reluctance is a learned behavior and certain forms of it are contagious. Salespeople can pick it up from managers, trainers or co-workers. Traumatic early selling experiences can contribute to call reluctance.

Decide how many calls you can reasonably make each day. Write down your call goals and post them in plain view on your desk.

Reason: Setting goals and writing them down is the first step toward achieving your goals. You are mentally preparing yourself to make the phone calls.

Keep a phone log.
Before you leave the office each night, prepare a list of calls for the following morning, much like a to-do list. Next to each person’s name and telephone number, write the reason you will call, along with points you want to cover.

Reason: You will feel more organized and prepared when you come into the office. Your subconscious mind is set up to begin making telephone calls. As Oprah Winfrey said: "Luck is a matter of preparation meeting opportunity."

Focus on success, not failure.
Keep your mind off rejection. Think about your customers who love your products and service and who buy consistently from you.

Reason: Remembering your successful experiences and happy customers will give you confidence and encourage you to repeat those good experiences. When you concentrate on past rejection and negative experiences, it’s too easy to talk or think yourself out of making phone calls.

Get Co-Workers Involved
Negativity can be contagious. If you work near others who use the telephone for marketing and selling, make a deal with them that you won’t talk about negative experiences. Make an agreement that you will only share positive results.

Ann Barr is a consultant and sales trainer with 19 years’ experience in Sales and marketing. ENX readers can get a complimentary e-mailed copy of her report: "64 Ways to Increase Your Sales" by subscribing to Ann’s free e-mailed newsletter "Weekly Sales Tips."E-mail your request to: annbarr@sellingsupplies.com with "Sales Tips" in the subject line, or visit Ann’s web site: www.sellingsupplies.com

Direct mail can be the most cost-effective marketing investment your company can make. It can also waste marketing dollars if certain strategies are not incorporated. Most direct mail marketing experts agree that six factors need to be present with each direct mail marketing project.

Six Questions To Ask
Here are the six questions to ask – about your direct mail marketing project - that can measurably increase the response rate from your direct mail campaigns:

Does it create the right impression - and look appealing?

Is every letter completely personalized?

Does it make a real connection with readers?

Have you used testimonials?

Have you put "you" into the mailing?

Have you asked for a specific action and is it easy for the reader to respond?

The Right Impression
If it looks like "junk mail," it will be treated as such. Make sure the mailing looks professional and reflects the highest standard you can apply.

Personalize Your Letters
"Dear Office Manager" letters often end up in the trash basket along with other mail considered to be "junk," like the "Dear Occupant" letters you get at home. Don’t waste time and money with impersonal mailings.

Make a Connection
Do the headlines and lead paragraphs grab the reader’s attention with specific BENEFITS they get from what you are selling? Make sure prospects will feel they will miss out on something good if they do not respond.

Use Testimonials
Testimonials are an extremely powerful marketing and selling tool. Use REAL names and businesses – make sure to get their permission first.

Put You into Your Letters
Marketing research has found that readers respond more favorably when the words "you" and "your" appear frequently in a direct mail piece. Avoid the temptation to brag about your company or products. Talk about what will BENEFIT the reader.

Ask For Action – Make it Easy
Make the last paragraph of your letter a request for action: "Call us today at [insert your telephone number]" or, "Offer ends on June 30^th – Call today to get the 10% discount!" The EASIER it is for the prospect to respond, the higher the probability s/he WILL respond to your mailing. A toll-free telephone number is an incentive for readers to respond immediately. Include a self-addressed return envelope and/or fax-back form.

Ann Barr is a consultant and sales trainer with 19 years’ experience in Sales and marketing. ENX readers can get a complimentary e-mailed copy of her report: "64 Ways to Increase Your Sales" by subscribing to Ann’s free e-mailed newsletter "Weekly Sales Tips."E-mail your request to: annbarr@sellingsupplies.com with "Sales Tips" in the subject line, or visit Ann’s web site: www.sellingsupplies.com