- You will place your calls at reasonable times.
- You have valid reasons for making the calls.
- You are offering, not asking.
- You will be courteous at all times.
- You can always get out of a difficult call with a simple statement expressing your regret at inconveniencing the individual.
- You can put a difficult caller out of your thoughts quickly.
- You can make other calls that will be more productive.
The people you do reach will be friendly and courteous if you handle the call well. This requires some knowledge of the process and of what to say when the party at the other end answers you. First, however, you will have to get past the receptionist or secretary. Since you know your prospect's name, you already have an edge over anyone else who is trying the same approach but has addressed the letter to "Department Head." (That almost guarantees the letter will be trashed. Misspelling the individual's name comes close. Writing to someone who is no longer with the organization ranks third. Using the wrong title ranks fourth.) Before you ask to speak with the person to whom you wrote, play it safe. Find out if the person is still with the company and how to pronounce his or her name. How should you do this? Ask the person who answers the phone. If you happen to reach the individual directly, ask for the correct pronunciation of his or her name anyhow, if you are uncertain of it. I have never met anyone who has been offended by having a caller do this.
Once you have established the correct pronunciation of your prospect's name, use it immediately. If it's a difficult name—for example, DeRaeve—do your best. At worst, you'll be corrected, and at best you'll avoid the embarrassment of muttering something like "Well, anyhow..." or "Well, whatever..."
Introduce yourself at once. Say your name before you state your business. Everyone likes to know to whom he or she is speaking. Next, state the reason for your call. Forget the pseudo-friendly "How are you today" approach that some books on selling recommend. It wastes your prospect's time. Instead, ask whether he or she has time to speak with you.
Say, wrote to you about a week ago and I wonder if this is a good time for you to talk with me for a few moments. No hat-in-hand tones, no hearts-and-flowers monologues. Just a simple, direct inquiry in 5 seconds or less.
If Ms. DeRaeve says she's sorry but she's very busy right now, understand that she probably is. After all, you weren't exactly penciled in on her day's agenda. Respond accordingly.
Say, understand. When would be a good time to make a phone appointment to speak with you?" Note that you ask to make a "phone appointment." You don't ask when would be a good time to call her back. And you certainly don't ask her to call you back.
Faced with that decision, she may give you a day and time or ask you to set something up with her secretary. If so, be sure to confirm the appointment by saying that you will look forward to speaking with Ms. DeRaeve again on May 3 at 10:30.
Another person you call, Mr. Brooks, may decide to give you a few moments to make your pitch and then tell you he is sorry but he has nothing for you. That is most apt to happen if you make the mistake of pitching your wares on the phone. You will have better results if you use the same few moments to gain an appointment.
Follow-up calling is often neither easy nor pleasant for the uninitiated. You certainly don't want to blow it by stammering something like "I don't suppose you have any job openings, do you?" This is where your research, planning, and preparation come in. Thanks to the work you have done, you have a much better approach at your fingertips, one that can ease the pain and make this step a bit more pleasant for you. Say, "Thank you, Mr. Brooks. I wonder if we could set a time to talk about your upcoming expansion. I'm sure your department must have an active part in it. I'd like to learn more about it in any case." Then stop talking and wait for a response.
"In any case," you ask? What do I mean by that? Well, I have found that the phrase is a tipoff to the potential employer that you just may be looking for a job. But even if Brooks has nothing at the moment, he knows you've gone to the trouble to learn about a project in which he is involved.
