I was writing telemarketing follow up scripts for a Conference held last weekend when I had an ‘epiphany’.
It came through reading Chet Holmes brilliant book ‘The Ultimate Sales Machine’.
Chet is big on the difference between playing a‘tactical’ game vs. a ‘strategic game’.
Strategy is the ‘master plan’ – tactics is the implementation of that plan.
I looked at my Telemarketing script and saw that it was purely tactical.
There were lots of elegant touches but it basically boiled down to:
“Thanks for coming – do you want to do any of the training programs we offer”
I thought about it strategically and realised the best approach was to present the invitation in the context of the attendees training and development.
I pointed out in the script that our most successful students have all had some sort of continuous training program.
Then it was natural to ask: So what sort of ongoing training program do you have because we want you to win in you goals? This of course led naturally into a sales conversation.
In this way the call goes from being an “unwanted interruption” to a call supporting them in getting the results they want.
My good friend Dale Beaumont says: “1 hour working on your business is worth 9 hours working in it”. So true.
And thinking about your marketing…your systems…your staff…etc. strategically has got to rank very high in that 1 hour.
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