Monday, 17 March 2014

The Aspirational Telesales Introduction

The aspirational introduction is so called because it tells the customer exactly where you aspire to be.
In many ways this is the most honest of all telephone sales introductions and is based on 2 simple steps:
- Tell the customer exactly where you aspire to be.
- Ask for their assistance / advice in how to get there.
Furniture sales example
Salesperson - "I would like to get to the point where we become your first port of call for all office refurbishment projects.  What do I need to do to get my company in that position?"
The beauty of the approach is that:
  • It's direct and your customer is left in no doubt about the reason for your call.
  • It shows you are keen to do business.
  • It shows you have a clear sales focus.
  • It shows your customer that you are not afraid of telephone selling.
  • It's thought provoking.
  • It shows that your priority is identifying what's important for the customer.
  • You avoid bombarding the customer with statements about your business which they have no interest in listening to.
    This approach is unlikely to work as an opening line on a cold call.  It requests co-operation from the customer so they are unlikely to give this unless you have developed some form of rapport or have previously impressed them.  The approach can however be very successful in the following scenarios:
    Previous customer
    - Bought from your business in the past but no recent orders.
    New customer
    - Two or more previous sales calls without making headway. 
    Existing customer
    - Looking to up sell / promote additional lines.
    Lost customer
    - Lost out on a recent tender - looking for future success.
    Some examples from various business sectors:
    "My ultimate aim is to become your preferred broker for pension business.  What is the first thing I need to do to get the ball rolling?"
    "Every time you have a requirement for plant hire I would like our company to be at the forefront of your thinking, so what do we need to do to make that happen?"
    "I would like to get to a position where we become your preferred supplier for all you stationary and printing requirements.  What do you need from me to help us reach that point?"
    If you would like guidance on how this approach could be adapted for your telephone sales calls email me directly