Your telephone can be a valuable asset to help you sell more books, especially in non-bookstore markets where you have to do the selling. Yet many people feel apprehensive about using the telephone to talk with strangers. If you can learn to use the telephone in spite of your fear, you could experience increased sales and profitability. There are techniques you can use to overcome your dread and improve your oral-communication skills. Remember these points, and you won’t miss your calling.

* It’s normal to be apprehensive. Most people approach telephoning anxiously. But the more calls you make, the easier they will become. You’ll find most people will be polite and sympathetic. Just sit down, start calling, and soon you will feel more comfortable doing it.

* Do not call your best contacts first. Practice telephoning some of your less-important prospects initially. Work out the kinks, practice using your script and familiarize yourself with the questions and comments people will have for you. Wait until you improve before calling your top prospects.

* Allocate time for different types of calls every day. As you plan your week block out time each day for making telephone calls. Further sub-divide it into prospecting, networking and follow-up calls.

* Make your calls early in the day. If you dread using the telephone, use the phone in the morning so you can get your calls over with. Then you won’t have to worry all day about making them later.

* Do not make excuses. You can easily find reasons not to call someone. For instance, you might tell yourself your target is probably out to lunch, doesn’t want to be bothered on Monday morning or Friday afternoon or come up with another excuse not to contact him. This thinking will not further your business.

Note: Peak periods of business telephone usage have been found to be at 11:30 am and 2:30 pm. If you call at these times, you are more likely to find your prospect available. And when calling before 8:30 am and after 5:00 pm you may be able to speak directly with decision makers, who might otherwise have their assistants answer for them. Monday morning and Friday afternoon are great times to talk with people. Your competitors probably are not calling then, and the prospects have to be in the office anyway. Perhaps they would love to talk with someone to help pass the time.

* Prepare for each call. It’s very important to get your prospects’ complete and immediate attention, and give them some reason to listen to what you have to say. To do this effectively, learn something about them. Do not come across as if you are saying, “I was randomly dialing the telephone and got you. Do you need any books today?” This is what the listeners will think if you do not sound as if you have prepared for their call.

* Do not try to sell on the first call you make to a major prospect. Your objective should be to arrange a personal interview with the ultimate decision-maker. However, you should be prepared for an “impromptu” interview. If the person tries to ask too many questions, tell him you have something to show him (which could be your resume or other item), and you can’t do this over the telephone. This will make it easier to arrange a personal meeting.

* Do not try to do too much. As you see how productive you can be using the telephone, you will want to use it more frequently. Do not get carried away. Limit yourself to about one hour on the telephone before taking a break. If you attempt too much, you’re neck will get sore and your voice will lose some of its enthusiasm.

* Set an objective for each call. Before you begin calling people you should have a definite sense of what you want to accomplish. Set a target for the number of calls you will make and for the results you anticipate for each.

Note: Many people will set a goal to make X number of calls in an hour. However, you shouldn’t confuse activity with accomplishment. For example, you could make twenty telephone calls in an hour, and never speak to a prospective buyer. People will be in meetings, traveling or just unable to talk with you when you call. Instead, plan to make as many calls as necessary to arrange one meeting. Therefore, you could make one call or twenty calls. But at least you’ll be moving closer to your ultimate purpose.

Using the telephone for contacting potential buyers.

Only about 50% of sales opportunities are found in bookstores. In most cases, you’ll be more successful if you seek buyers in special-sales markets and sell to them. One effective way to contact many people in a short period of time is to contact them via the telephone. You can disqualify those who cannot meet your needs, and arrange a meeting with those who can.

You have only one chance to make a good first impression when you use the telephone, so you can’t afford to make any mistakes. Two of the best ways to maximize your results are to organize your calling area and create a script to guide you through your calls.

Be conscious of your surroundings.

The area where you choose to make your calls is important. A large, flat desk will provide the space you will need for your computer, notes and script. A quiet area, away from your children or other possible distractions, is best. And a comfortable chair will make it easier to get through the hours you’ll be spending in selling on the phone. Create a relaxing, yet functional work area where you can reach what you need easily, when you need it.

A script will improve your performance.

Actors and actresses use a script to make sure their performance is precise, and capable of being reproduced regularly. Professional speakers use scripts to make sure their speeches are presented smoothly and completely. You too should use a script to make your telephone prospecting more effective and efficient.

A script is not a detailed document you read word-for-word to your prospect, eliminating the spontaneity and charisma you must project on the telephone. Instead, it should be an outline providing consistency, security and momentum to your calling efforts.

* Consistency. Telephone calls are rarely identical to one another. Your presentation should be tailored to the specific needs of the prospect at hand. But the sequence in which you present your information should be consistent on every call. For example, you should begin with an attention-getting introduction and move on to a compelling and concise presentation, culminating in a request for an interview. Although the words you use on any one call may or may not be similar to another, a script makes sure that you move from step to step, methodically.

* Security. A script should contain the general questions you want to ask a person, as well as the major points you should communicate. It will keep your conversation proceeding in orderly fashion toward its proper conclusion. If you begin to lose track of your thoughts, your script will keep you moving ahead. You won’t have unwanted periods of awkward silence as you search for the proper words to use.

* Momentum. If you are having success with your telephone activities, a script will help you continue on a roll. On the other hand, you must bounce back quickly from a particularly negative discussion. A script will keep you on track and motivated to make the next call.

Your script should be an extension of your personality.

Your script should not be a crutch, but a tool. It should be an outline of key words and phrases to which you can refer at a glance. If you simply read from it, your presentation won’t come across as being extemporaneous. Use it to stay on track while you speak freely enough to release your real personality and build rapport.

People do not talk the same way they write. The written word is usually more formal, using words that are appropriate for the eye but not necessarily the ear. Delete words that look good, but are awkward to pronounce or do not fit your personality. A good way to help smooth your script is to dictate your presentation into a cassette recorder and transcribe it. Read it out loud, over and over, constantly making changes to improve the flow and content.

Using your script.

Your script should logically lead your prospects through a series of steps leading to the attainment of your objective. Thus, you should begin with an introductory statement to gain their immediate attention. Then you should go on to stimulate their interest in listening further, leading to a desire on their part to bring you in for a more in-depth discussion.

For example…

You could set this up on your computer and use it as the record for each prospect. Create a filw for each of your top prospects. Bring this up on the screen as you make the call, then record and save the results. Doing so will provide a handy reference when writing your thank-you notes as well as for future correspondence. Before you call back, review the important information about it, and you’ll have a complete and detailed record of previous contact with the decision-maker.

Step One: Getting through to your prospect.

Even the most well-organized script will not be successful if you can’t get through to your target. If you call and explain to the receptionist what you want, you will probably be told they are not interested. You do not want this to happen. You have to get through to the decision maker.

Your first contact: The receptionist.

The first person you will speak to will be the operator/receptionist of the company. You should always be courteous in your telephone conversations, and this is no exception. If you know the department head’s name, simply say, “Is Mr. Balestro still the Vice President of Marketing? May I speak with him (or ask for the person who took his place)?” If you do not know whom the proper person is, ask for the head of the department in which you want to sell. However, if you performed yoru pre-call research thoroughly, you should know the name of the person with whom you should speak.

Never mislead the receptionist by saying you have personal business with your target, or some other deceptive comment. Make your way, with originality and honesty, through the maze of people trying to screen you out. To illustrate this point, you could say you are preparing a proposal for the company and you need additional information from the Vice President of Finance. This is true if you are doing your background research on the company and need to get a copy of its annual report.

Hurdle your hurdles.

In many cases the receptionist will transfer you directly to the person to whom you want to speak. In other situations, you will get your target’s assistant, whose job includes making sure calls such as yours do not get through. Remain persistent and courteous, but do not be deceptive. Convince the screen that your message will be welcomed by the boss. You have information to help increase the company’s sales (profitability, earnings, etc.). Here are several techniques you can use to reach your objective without stepping on anybody’s toes:

Ask for the assistant. The assistant may answer the telephone by saying, “Mr. Reale’s office.” Then you could say, “Is Mr. Reale’s assistant there please.” Then continue, “I’m glad you answered because I need your help.” Most people are willing to help those who ask for their assistance. Go on by saying, “Would you please let him or her know that (Your Name) needs to talk with him? Thank you.” End with a downward inflection in your voice, giving a sense of finality to the conversation.

In today’s world of communications you are likely to end up in the voice-mail system. At least you get to leave a message with your target. Get his attention and prompt him to speak with you when you call back. Do not expect people to return your calls, though. They rarely do.

Have the right attitude.

You must sound as if you have an important message for your prospect. This tone of expectancy is transmitted through your voice, so you must sound confident. Speak up and enunciate. Do not mumble.

Use referrals.

If a mutual friend provided you with your target’s name, mention it to the assistant. You are likely to get through simply by saying, “Mr. Bradshaw asked me to contact him. Thank you.” Again, by ending in a tone of finality, you indicate the assistant shouldn’t ask any more questions, and that you are waiting to be connected.

Address the ego. Your research may uncover an article your prospect recently published. If this is the case, tell the assistant you are “calling to congratulate Ms. Smith on the article she wrote” for the newsletter or magazine.

Mention a mutual affiliation. You may have met the potential buyer at an association meeting or social event. If this is the case, tell the assistant you are calling to follow up on a conversation you had with him or her recently.

Step Two: Getting the prospective buyer to talk with you.

When the prospects answer the telephone, you must get their immediate attention and give them a reason to stop what they are doing and listen to you. You are interrupting them, and you may find them in a variety of circumstances. First, they may have the time to listen to you and be willing to do so. Or they may have the time but be unwilling to listen. Or, they could be in the middle of a meeting, about to leave for a flight or in a state of concentration in which they do not want to be disturbed.

Once you get through to your prospects, give them a reason either to listen to you now or at another time when they are inclined to do so under more favorable conditions. Begin with a statement that will get their immediate positive attention followed by a question that checks their availability to continue now. Follow these guidelines in your introductory remarks:

Be empathetic. How do you feel when someone calls you and disturbs your routine to follow their agenda? Most likely, you are a little aggravated at the interruption to what you are doing. Your potential buyers feel the same way if you call and immediately begin talking as if what you have to say is more important than what they are doing at the time.

Note: Immediately tell your prospects who you are and why you are calling, and give an indication of how much time the call will take. Ask if they have a moment now to discuss your proposition. They may be willing to continue (especially if a mutual friend asked you to call, or if they sees the benefit of listening to your proposition), but may not have the time to do so at this time.

Be businesslike. Do not begin with casual or trivial conversation that assumes a higher level of familiarity than you have. Project friendliness but get down to business quickly. If you talk about the weather until your prospects say, “I’m really busy now. What’s your point?” you have probably succeeded in aggravating them past the point where they will be amenable to your proposal.

Be persuasive. Speak from the perspective of the person to whom you are talking. If you start by saying that you really have to sell your books because you need money, you aren’t giving them enough of a reason to listen longer. Think about their needs. Do they want increased profits? Perhaps satisfied customers? How can your books help them reach their goals?

When your prospects say that they have a few minutes to listen now (they will rarely commit to more than a few minutes in order to give themselves an “out”), they are really saying, “OK. Now you’ve got my attention. Let’s hear what you have to say.” Follow his initial response with an enthusiastic “That’s great Mr. Malone.” And then proceed with your story.

Be realistic. You aren’t going to get through to the people you want every time. And even when you do, he won’t always be receptive to your call. You will experience a high degree of rejection when using the telephone. Realize you can’t please everyone, and the rejection is less likely to get you down.

Beginning the conversation.

It’s up to you to keep the conversation moving ahead. Use your script and advance toward your objective methodically. You can do so by including several basic categories of information in it:

1) The prospect’s name. Leave room at the top of your script to pencil-in the name of each person as you call him or her. Write the correct spelling of the target’s name in your records, but write it phonetically on your script. It’s important to use the listener’s name regularly, and it could cause ill will if you mispronounce it.

2) A list of opening statements. Specify different ways to get the listener’s attention under a variety of conditions. That way you can choose the most appropriate one for each situation.

If you sense your prospect is busy:

“I wanted to talk to you about the ways in which I could help your company become more profitable quickly. But it sounds as if I’ve caught you at a bad time. Should I call back later this afternoon or would tomorrow morning be better?”

If you are calling based on a referral:

” Ms. Jones asked me to call you about the ways in which I could help your company increase its sales by 20% in the next six months.”

If you’re calling with a congratulatory remark:

“I read your article in today’s paper and thought it was excellent. Do you have a moment to listen to several ideas I have about your topic that could help your company?”

If you’re calling to follow up:

“I’m calling to follow up on the recent letter I sent you about…. Did you receive it? Do you have a moment now to discuss it or should I call back tomorrow morning?”

Follow these hints:

¥ Take control. When you initiate the call, the content and direction of the discussion is up to you. Be prepared with a list of questions that will keep your prospect involved in the discussion. Probe for areas of need and then let him know that you can satisfy these needs. This is how you create value for yourself.

¥ Be aware of the time of the day. If you say “good morning” when it’s afternoon where your prospect is located, you may come across as being unprepared. However, you can use this strategically. For example, it could be 7:30 pm where you are calling on the east coast, which makes it 4:30 pm on the west coast. You could say “good evening” and then correct yourself (to “good afternoon”) so the listener knows you’re calling from a later time zone. He may be impressed by how diligently you are working to seek employment with his company.

¥ Create a mnemonic. Try to give listeners something with which to remember you. For instance, if you have an unusual last name, you could spell it after saying it (I’m Brian Jud. J-U-D). They may comment on how unusual it is, and the conversation begins on a friendlier basis.

3) Your objective. Keep your objective in front of you. You may want to lead with it to get the prospect’s attention, and you’ll want to refer to it when you get to the action step.

4) Your skills/special talents. What skills and accomplishments do you have to get your contact’s attention and motivate him to invite you in for an interview?

5) Your prospect’s need? What is the one thing likely to get your prospect’s attention most quickly? Why will he be interested in talking with you further?

Step Three: Making your presentation.

Once you have your prospect’s attention and permission to proceed, move immediately into your presentation. Follow up on your opening statement with a comment enticing the listener to invite you to come in for a personal meeting. Remember, that is your goal. You shouldn’t tell your entire story now, but only enough to whet your prospect’s appetite.

Offer a “hook” to get the listeners involved. This is either a statement or question that involves them in what you have to say. A statement should respond to their unspoken concern: “OK. Now you have my attention. Tell me what you have to say, and you had better make it worthwhile.” Begin by making a connection between their needs and what you can do for their companies.

If you begin with a question, it should elicit a positive response and immediately involve your prospect. Before you begin asking questions, seek the person’s permission to do so. A simple “May I ask you a question?” should eliminate his interpreting the exchange as an interrogation.

Be careful how you ask questions. Do not gamble by unwittingly prompting a negative response and thereby ending the conversation. For example, if you said, “Could you use a book like this?” he could simply say “No,” and you might be hard pressed to respond positively. Instead, ask your questions in a way that will start them talking, get them involved, and provide you with additional information.

Brian Jud is a book-marketing consultant and the author of Beyond the Bookstore (a Publishers Weekly book) and The Marketing Planning CD-ROM describing new ways to sell more books to special-sales buyers. Contact Brian at P. O. Box 715, Avon, CT 06001; (800) 562-4357; brianjud@bookmarketing.com, blog at http://blog.bookmarketing.com or http://www.bookmarketing.com or the Publisher’s Bookstore

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