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Art Sobczak - Smart Calling: Eliminate the Fear, Failure, and Rejection From Cold Calling

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Book:
Smart Calling: Eliminate the Fear, Failure, and Rejection From Cold Calling
Author:
Art Sobczak
Publisher:
Wiley
Genre:
Books / Business
Year:
2010
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Smart Calling: Eliminate the Fear, Failure, and Rejection From Cold Calling: summary, description and annotation

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Praise for SMART CALLING

Finally, a sales book that makes sense! As a master sales trainer, Art nailedno, obliteratedthe number one fear of selling in this great book: cold calling! Let him teach you to stop cold calling and start Smart Calling!LARRY WINGET, television personality and New York Times bestselling author

Smart Calling is the benchmark as the highest professional standard for effective cold calling. Take the initiative to read and implement Arts rational principles and you will sell much more and develop a prospect base of potential customers who will call you when they are ready to purchase or graciously take your future calls. This is THE BEST sales text I have read in the past twenty years.REX CASWELL, PhD, VP, LexisNexis Telephone Sales

You get only one chance to make the right impression in sales. If a top prospect gets a hundred calls a week, you want to be the one he remembers and buys from. Arts proven methods create a unique brand for you and position your offering as the best option. Arts advice isnt just smart, its priceless.BOB SILVY, VP, Corporate Marketing, American City Business Journals

Smart Calling effectively enables inside sales reps and organizations to accomplish a top priorityacquiring new customers. Arts pragmatic and actionable techniques will increase productivity, success, and professional satisfaction.BILL McALISTER, SVP, Inside Sales, McAfee

A must-read, must-own book for anyone who wants to increase their sales right away with less effort and more fun. Im so sure this book is a winner for anyone who needs to call prospects that Ill personally assure you that your results will increase noticeably after reading it, or Ill send you your money back.MIKE FAITH, CEO & President, Headsets.com, Inc.

If you need to make a first call to anyone, for whatever reason, this book is for you. More than common sense, its a real-world, no-fluff, simple approach that anyone can use to be successful.DARCI MAENPA, President, West Coast Chapter, American Teleservices Association; Director, Member Support, Toastmasters International

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Table of Contents

Copyright 2010 Art Sobczak All rights reserved Published by John Wiley - photo 1

Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Sobczak, Art.

Smart calling : eliminate the fear, failure, and rejection from cold calling / Art Sobczak. p. cm.

Includes index.

eISBN : 978-0-470-61980-3

1. Telephone selling. 2. Telemarketing. I. Title.

HF5438.3.S63 2010

658.872-dc22 2009047250

INTRODUCTION

I wish I had this book when I first got out of college and in my first corporate sales job with the old AT&T in 1982. It would have prevented a lot of grief and made me much more money.

Then again, some of it would not have made sense, since there was no Internet and PCs were just making their appearance. However, even without the benefit of todays technology, the pure prospecting and sales process and techniques in this book would have worked 30 years ago, just as they do today, and will 30 years from now and beyond.

Even in the numerous sales jobs I had in high school and college, I knew that typical cold callingphoning people I didnt know anything about and giving a pitchdidnt make sense and was actually quite painful. I always tried to find a better way, an edge that would get superior results; I was constantly reading, listening to tapes, attending seminars, studying, and tinkering with my own approach. I always did well in my sales positions. However, I also knew I would never be good enough for my satisfaction and that there always is more to learn. My quest continued in a couple of other corporate sales jobs and then in my own company as I had to pound the phones to acquire clients for my fledgling consulting and training firm.

Eventually, I did findand continue to fine-tunea better way. You are holding it (or reading it on your screen): a smarter way to prospect. A process that makes sense and gets results, and one that does not require you to sound like that cheesy salesperson that everyone considers an intrusive pest.

This book is a step-by-step guide that will show you how to call someone you do not know and who does not know you, engage them in a conversation, and ultimately get them to take some action. And in the cases where you do not accomplish that primary objective, I will show you how to avoid the morale-killing rejection that is usually associated with telephone prospecting.

Ive built my business and reputation over the past 27 years on delivering very specific how-to tactics and strategies. Many peopleincluding, unfortunately, sales trainers and authorstell you what you should do on the phone. You should create interest. You should get past the screener. You should leave a compelling voice mail message. And listeners and readers say, Uh, okay, as they wonder how in the heck they are going to do it. Ill answer that for you and give you a precise recipe and ingredients for prospecting success by phone.

This book is long on practical how-tos and short on big picture strategy and fluff. Ive always been somewhat of a simple, get-to-the-point kind of guya style youll see and from which youll benefit throughout this book. What Ive learned from delivering more than 1,200 training sessionsand from my wife, Nanettes, graduate degree in special education and many years of teaching experienceis that people learn best when you relate to their world and entertain them. Therefore, you will see many examples of stories as I make my points.

I will guide you through the logical creation and execution of your own telephone prospecting call using my Smart Call methodology. You will learn the same process and techniques I present to my training clients. These methods are being used successfully to initiate profitable relationships worldwide, and Im confident they can work for you, too.

Unlike some gurus out there, I dont claim to have invented sales, and I certainly dont have all the answers. I dont believe that my approach is the only way to realize success. Thats why I will give examples from and point you in the direction of others with expertise in some very specific aspects of salesand others with a more generalist viewthroughout this book.

You may not agree with everything I say. I dont care. Actually, that is good, since it means you are thinking about what you read and applying it to your situation. That is healthy. What I do ask is that when you do disagree, react like you should when you get resistance in a sales situation and ask yourself, How might this be true? or How could this work for me?

Who Will Benefit from Smart Calling?

The primary audience, of course, is anyone with sales in their title, primarily those who sell to other businesses. But its not limited to traditional salespeople. Anyone who picks up the phone to call a person they dont knowwith the objective of persuading that person to take some actionwill learn from this book. For example:

Freelancers of all types

Independent professionals

Sports recruiters

Writers looking to get published

Job seekers

Fund raisers

Many others

Regardless of whether your career relies on regularly calling people to get new business or whether you have one person to whom you want to sell an idea and may never place a prospecting call again, this book will help you do what is necessary.

Taking Action Is Required

As I tell my training workshop participants, everything I will share with you is totally worthlessuntil you do something with it. I know this material works, but only if you do.

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