A few days ago I critiqued the voice mail script of a radio salesperson.
In my “Guerrilla Tactics for Getting Your Voice Mail Messages Returned” seminar, I teach what I call “Hail Mary” tactics.
Most account executives make X number of attempts to get a callback from a prospect, and then they give up.
I tell them, “When you’ve tried and tried and have concluded that your standard approach just won’t succeed with that prospect, before giving up entirely try at least one dramatically different, offbeat, bold approach.
“After all, they’re already not calling you back. What do you have to lose?”
Robert Topping of KOLA-FM,whose script I critiqued earlier, had been using his own “Hail Mary” message even before he took my seminar.
I’m sharing it here with his permission.
Robert’s son’s first name is Boston.
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Hi Dan,
Respect what you are saying. As a global Guru you will appreciate that cultural differences that often dictate how these things are executed locally. For me, here in the UK, this is a great example of American salesmanship! Love it. If it worked for Robert, fantastic. Over here it would sink.
This is an example of how a sales person would execute what I call the ’13th close’. When all else fails, tears start to well up in your eyes, your breathing becomes laboured, your hand starts to shake. The prospect asks what’s the matter thinking your having an ‘episode’. You tell him or her that you’re going to get fired if you don’t bring in a deal today. With your head in your hands you ask ‘what are my 5 kids going to think when they come back in from school?’.
We never use the 13th close.
A great salesman once told me about a “last resort” close he sometimes used. It works best if the prospect you’re talking to is also a good salesman.
When everything you’ve tried has failed to convince the prospect — stand up — pick up all your sales aids — put them away — and head towards the door. When you reach the door, turn around and say — (sincerely, because you are sincere) — “Just out of interest, one sales pro to another, where did I go wrong? What was it I should have said that would have sold you on this? What was it I should have offered?”
That’s where the guy tells you what to say next.
Sounds desperate!
Sounds desperate!