Setting

the
Stage
MARKET SHARE
10-10-80 Rule

 Before prospecting, one needs to understand

their market share.
 There are prospects who will say:

“No” “Yes” “Maybe”

Focusing
The on the
following “maybe
chart gives ”you
prospects
an idea
willyour
of helpmarket
you increase your close rate
share when
and make your prospecting efforts
prospecting.
more enjoyable.
10-10-80
This is called: Rule

SALES
Yes 10% who says
10%
NO to
No
10%
everything

10% who
says YES to
everything

80% who says

YES to
Maybe MAYBE!
80%
The No’s
The No’s
 10 percent of the contacts you will make will say
no. These prospects say no to everything.

 It’s a statistical reality. This isn’t because

they are not in the market at this time; it is simply
because they will never do business over the telephone.
 How do you really determine that this is a typical
no prospect so that you will not close the door
prematurely? Is this no just a smoke screen, or is
your prospect just having a bad day?
Qualifying the No

 You need to qualify this no by using the easy close

 The easy close will allow you to gracefully back off
and attempt to test your prospect’s response in
order to determine whether the prospect really
means no, or instead, the no is just a smoke screen
 Example:
 “I respect that. I would like to provide you with
information about (offer some examples) would that
be alright with you” (Use an assumptive statement at
the end of this sentence. An assumptive statement is
going down on your voice inflection and not making
it a question).
Qualifying the No

 Three Golden Words:

 “I respect that…” makes a huge difference

in your presentation and how your prospect
perceives you.
 By offering examples of various information you
could provide them allows you to plug in what
you are marketing while describing to your
prospect the diversification of the products
and/or services your company has to offer.
Qualifying the No

 Notice I used the word “provide” and not the

word send. At this point I am not interested in
sending my prospect anything, I want to try and
keep them on the telephone with me as long as I
can without offending them. My primary
objective is to provide them with this information
over the telephone not in the mail.
Qualifying the No:
The Assumptive Statement
 There is a period at the end of the sentence
instead of a question mark—this indicates that
you need to use proper voice inflection to project
an assumptive statement request.
 By using the statement effect, you are projecting
to your prospect the assumption that they have
an interest in something.
 Because of this assumption, the prospect will
usually respond with a positive answer, thereby
enabling you to keep the communication door
open.
Closing: Two Options

 There are several options here you can close with:

 The first allows you to keep the communication
going in hope of continuing with your presentation.

 The second allows you to keep the door open for

future contact if now is not a good time to present
your offer.
Close: Option #1

 “To determine if you can benefit from some of our

services, I need to ask you just a couple of quick
questions if you don't mind.”
 Your prospect will either agree and say, “Sure go
ahead” and when this happens just go to the
most logical step in your presentation which is to
begin Probing to Qualify your prospect, Establish
their wants and Create the Need for your offering.

However, not every prospect is

willing to take it this far and will not
want to continue.
Close: Option #2

 You would choose the second option which is to

keep the door open for a future contact. You can
accomplish this by saying:
• “Once you’ve the opportunity to review the information,
I would like to gain your feedback. Does that sound fair
enough.” (Use an assumptive statement.)
Determining Interest

 The hook to determine whether your prospect is

really interested in the information or just
gracefully “blowing you off the telephone” is to
qualify whether the prospect is going to review
the information or ignore it and throw it away.
Determining Interest

 If your prospect is truly interested in

receiving the information:

• He or she will agree to your follow-

up call.
If the prospect is not interested, he or she
will simply say, “That’s okay, I’ll
call you.” Again, remember to use the
assumptive statement approach at
the end of your question, this helps
you remain in control and sound
more confident; assuming a
positive response from your
prospect.
The Yes’s
The 10% Yes

 Just as there are the 10 percent of prospects who

say no, there are also the 10 percent who say “yes”.

 This 10 percent is “in the market.” You

happen to be calling them at the right time and
with the right product or service.
 These prospects support the “numbers game,”
which is based upon the idea that if you make
enough calls you’ll ultimately reach enough
prospects in that 10 percent category to do
business with.
The 10% Yes

 Although there is some statistical validity to the numbers

game approach, it is a time-consuming, tedious
and inefficient way to prospect in today’s sophisticated
market.
 It is true that even some of the weakest closers will
get a percentage of the 10 percent prospects that
readily say yes.
The 10% Yes

Be careful of those who do say yes too easily..

Sometimes it’s the unreliable

yes.

because the prospects

don’t know how to say

NO!
The 10% Yes

 Therefore, you should still take the time to

prequalify them, since you don’t want to waste
anyone’s time unnecessarily.
The 10% Yes

AND MOST OF ALL..

You don’t want to experience a

high cancellation rate because
you did not take the time to
prequalify.
The 10% Yes

Even though it will be

tempting to close too quickly,

take the time to qualify all your

prospects and walk them through
the process of your presentation
The Maybe’s
The 80% Maybe’s

 When looking at the pie chart, you will notice

that the 80 percent of those you are in
contact with present a better marketing
opportunity for you.
 These people are rarely prospected in the right
way. What this means is that most call agents
do not take the time within their presentation
to establish their prospects’ wants and try to
create the need for their products or service.
The 80% Maybe’s

 Instead, they are too busy selling and

closing too quickly (going after the
numbers game) rather than servicing and
consulting their prospects.

The main reason for this is that many presentations

are not designed to service the prospect into the
sale or appointment; instead they have been
designed to close , close , close!
The 80% Maybe’s

 Many presentations are designed to captivate the 10

percent who readily say yes as opposed to going
after the 80 percent of the prospects who would
close provided you took the time to create the need
for what you have to offer.
The 80% Maybe’s

 The wrong objective of an outbound campaign is to

contact as many prospects per hour as possible; this is
set up by the stringent quotas the call center manager
imposes.
 The theory is if call agents spend too much time with
prospects on the telephone, then it will be more difficult for
them to meet their quota. However this is wrong thinking.
The 80% Maybe’s

 Today, it’s vital that call agents spend quality time

prospecting not quantity. Building relationships is
essential; you simply can't do that by working just for the
numbers!
The 80% Maybe’s

 The vast majority of the market to

concentrate on, when prospecting, are those
who are not sitting by their telephone
anticipating your call.
 If you think about it, you are in business to take
your competition’s business away, correct?
Most of your prospects are probably participating in a
service or using a product you have to offer.
Your objective is to convince your prospects they need
what you have rather than what your competition has.
The 80% Maybe’s

When you think of it that way, it’s very simple.

If you walk in with the attitude that your
prospects already see value in what you
have to offer, then the challenge you need
to face is convincing them they need to
get it from you!
Skills and Techniques

Before you begin learning how to generate additional

selling opportunities or appointments with the 80
percent maybe market, you first need to learn
techniques that will help you to deliver your message
better.
Skills and Techniques

This will help you to further set yourself apart from your
competition. The competition is not only your direct
competitors; it is anyone who is using the telephone as a
marketing tool. Your prospects receive many calls each
day with someone vying for their business.
Skills and Techniques

Because your prospects are so accustomed to getting

inundated by sales calls, some even have developed their
own script or presentation to identify you quickly in order
for you to lose interest in them. That is why your style of
delivery is so vital in helping you to separate yourself from
other telephone sales calls.
Skills and Techniques

For more information regarding further Skills and

Techniques training please visit the next lesson…