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Questions

by socialentry
3 replies
What do you think of the "broken record" technique of sales? It consists of not really rebutting but just keep going with the script no matter what, and if the prospect or gatekeeper objects, it is merely to say something like "Absolutly I am getting to this" and then go on with the script a repeat a prior section.

E.g.
-Our company deals with blah blah blah
-I'm too busy can you make this quick
-I'm getting to this.As I was saying... Our company deals with blah blah blah
-As I said, please make this quick.
-As a matter of fact, I'm getting to this. As I mentionned, my company does blah blah blah

It seems like a dummy-proof way to maintain control, but I find it extremely repetitive... and most of all boring.

Do you think it is kosher to say:
"This is an important/urgent call, I need to speak with the person in charge of X" to get past the gatekeeper? So far I got the impression that being firm is the best way to get past the dreaded gatekeeper, but do you sometime pitch the secretary anyway?

As you go for bigger targets (big corporations,etc), do you usually need to add more steps to the selling process? Like sending an e-mail or scheduling another call?
#questions
  • Profile picture of the author PsycFa
    First I would never go with the "Locked" script; it rather makes your prospect having a negatively feeling about you.

    Furthermore there are many strategies I use to get past gatekeepers but nevertheless; the way I prospect; I always get direct access to the top management; to the point I get even their home address and phone number - use cautiously.

    One thing you can say to gatekeepers; which is the basis of everything. Example:

    "Hello, my name is socialentry from XXX Agency; I have found some serious issues that need to be dealt with quickly and I would like to talk to the owner/manager etc.."

    This phrase is so powerful in many ways and I don't understand why people fail at passing through gatekeepers. There are many variation of that phrase that need to be used depending on the type of company you are approaching or rather in which industry they are in but this is a general one.

    Let me break down to you why it is so powerful:

    1. I am socialentry from XXX Agency - it instills seriously; meaning you are not "anybody", this usually forces the gatekeeper at taking you higher than the normal salespersons that usually call.

    2. I've found some issues - issues can be problematic for the gatekeeper to handle and they do not want to be the one to be accountable for you not being able to talk to the owner for these issues.

    3. Need to be dealt with urgently - this instills urgency which makes the gatekeeper direct you to the manager or proper person in charge immediately.

    Sometimes there are some cocky gatekeepers that will ask you what are the issues; all you have to say is that I am sorry; but i can't tell you that but it is affecting the company's ability to improve sales and profitability; that is why I would like to talk directly to the manager or owner.

    If they are not in the office right now; you can request the gatekeeper to get their mobile phone or emails; they will give you 85% of the time and the other remaining % will ask for your contact details instead.

    Hope this helps..
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    The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.....

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  • Profile picture of the author shane_k
    Originally Posted by socialentry View Post

    What do you think of the "broken record" technique of sales? It consists of not really rebutting but just keep going with the script no matter what, and if the prospect or gatekeeper objects, it is merely to say something like "Absolutly I am getting to this" and then go on with the script a repeat a prior section.

    E.g.
    -Our company deals with blah blah blah
    -I'm too busy can you make this quick
    -I'm getting to this.As I was saying... Our company deals with blah blah blah
    -As I said, please make this quick.
    -As a matter of fact, I'm getting to this. As I mentionned, my company does blah blah blah

    It seems like a dummy-proof way to maintain control, but I find it extremely repetitive... and most of all boring.

    Do you think it is kosher to say:
    "This is an important/urgent call, I need to speak with the person in charge of X" to get past the gatekeeper? So far I got the impression that being firm is the best way to get past the dreaded gatekeeper, but do you sometime pitch the secretary anyway?

    As you go for bigger targets (big corporations,etc), do you usually need to add more steps to the selling process? Like sending an e-mail or scheduling another call?

    If you do it the way you are suggesting you would probably piss off alot of people and have them hanging up on you very quickly.

    I am not saying the technique doesn't work but I think you are using it in the wrong spot in the sales process.

    it's not meant to be used right away but only toward the end when you are trying to close the sale and the prospect is coming up with objections.

    Not only that but I think that most people even if they use it at the right time in the sales process don't understand how to use this technique properly.

    What you want to do is use it as a TEST. It is a test to see how strong their objection is. That is the way I understand it and the way I have successfully used it.

    Exampe,

    They come up with the objection the first time, and you continue with your script, and if they don't come up with that same objection again then you know that it wasn't that important so you can just keep moving forward.

    However, if they come up with the objection the first time, and you continue with your script, and then they come up with it again, then you will want to deal with that objection because them coming up with it again is telling you that it is more than just fluff or more than just something that they threw out there.

    If you don't and you keep continuing with your script then that is just going to make them feel like you are ignoring them and pissing them off, and you will more than likely lose the sale.
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  • Profile picture of the author FIP
    Socialentry

    A broken record - is broken

    People who talk 'at' people rather than 'to' people will meet with resistance and only succeed with passive individuals.

    These aggressive tactics do not work and alienate a lot of people imo.

    That approach would last about 3.5 seconds with me....once they call me (or anyone) they need to understand that it is a privilege not a right.
    To talk over me and tell me I have to listen is a failure to understand that I am in control of my life and my information (or as a gatekeeper the information I look after) - not them.

    Smart operators would know straight away they have to change tune and script as they have just lost that contact.

    These people are generally rude robots who have no concern for you or your opinions.

    Alas this is commonplace it seems.
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    "If one advances confidently in the direction of his own dreams and endeavours to live the life which he has imagined - he will meet a success unexpected in common hours"
    -Thoreau

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