Why “Tell More – Sell More” no longer works.
Pre-Internet, a case could be made that if a given sales rep simply made the most calls in the office, chances were that they would end the month on top.
There’s many reasons for this, such as,
- The “deserve factor” leading to transference of feelings…
- Law of #’s
- Experience… whoever makes the most calls fields the most questions, thus, builds up a war chest of perfect responses to questions from the absurd to obvious.
- “Making the most calls” is such an important aspect for many of the largest companies in the world that many of the great sales trainers such as Zig Zigler, Brian Tracy and Tom Hopkins have book chapters and seminar sessions centered around the concept that often the best performing sales reps are those that get in early, stay late, and “make one more call.”
Today, In our digital age, with decision maker’s distracted with Skype, Text, Voice-Mail, Email, GoToMeeting, and traditional Phone Calls, more calls often lead to nothing but more frustration.
Worse yet, depending on the voicemail you leave, many sales people lose the deal immediately when the decision maker “Google’s” them right before they call back the sales rep. In short, they get beaten by their “Present Competition” meaning, (refer to podcast 22 for a detailed explanation) when their name or company is Google’d, the deal is lost due to what does or doesn’t show up.
That said, some of today’s best sales reps, some making hundreds of thousands, even millions, each year in commission, are using appointment setting techniques that cut through the clutter and hit their targets with laser precision.
How great would it be if with nothing more than a little preparation and a small marketing budget a sales rep could make one phone call and find the gatekeeper enthused to pass them on to the decision maker nearly 100% of the time.
Sound too good to be true?
Sales reps using “Shock & Awe” boxes don’t think so. As a matter of fact, I don’t know one entrepreneur or sales pro that has tried Shock & Awe boxes that ever went back to cold calling without them…
Here’s the key. No matter how skilled a sales person is on the phone it will always be a numbers game.
There is no avoiding the fact that the majority of dials have no chance of reaching a live person, let alone a decision maker.
With that as the foundation…Let’s consider direct mail for a minute.
Regular direct mail falls into a similar fate as cold calling.
Most unsolicited mail goes right into the trash.
As of Feb. 2015, The CMO Council, a marketing research firm, reports that 44% of direct mail is never opened at all.
On the flipside, varying reports show that boxes, or packages, mailed to anyone, including decision makers, are opened almost every time.
Let me repeat this…reports show that boxes, or packages, mailed to anyone, including decision makers, are opened almost every time.
When it comes to setting appointments this is a game changer. Picture the following scenario:
A shoebox sized package arrives at an office labeled with a decision maker’s name on it. We’ll call the decision maker, Bob.
The gatekeeper has a choice.
They can open it knowing full well it could have personal information inside or they can take the safe route and put it on Bob’s desk.
Most of the time it gets placed on the desk.
Later that day Bob sits down and says to himself, hmm, what do we have here. With a quick scan at the “From” label, Bob begins to open the box. What’s inside surprises him.
When he lifts the lid he finds himself staring at a small tablet or mini iPad. When he looks closer he notices there is only one app on the screen with a message and an arrow pointing to a section that reads: “Bob, Press Play”.
Ever curious Bob, presses play on what is now obviously a video. The video begins… “Hello Bob, thanks for taking a moment for me.
I’m John, from XYZ company, I’ve been following your company for quite some time. I noticed your company is doing great things.
I was hoping we could have a conversation in the next week or two. Oh, and Enjoy your new iPad!
What do you think Bob is going to do the minute the video ends?
He’s going to show everyone in the office that a complete stranger just sent him a brand new iPad. Most importantly, due to the “Law of Reciprocity”, Bob’s going to tell his gatekeeper to patch that sales rep through whenever he calls.
About 18 months ago, I heard my daughter Kameron screaming upstairs…
If you google Shock & Awe boxes, you’ll see that many people have many creative ideas for what goes inside the perfect box.
I’ve heard of Boxes done for under $10.
Key note, it’s not necessarily the item inside as it is that you are able to prove that they were singled out, you have in depth knowledge of who they are and their needs…
Most importantly, if you can find an “unseen concern” you can be the doctor with the diagnosis and the doctor with the prescription.
Are there creative ways Shock & Awe boxes could work for you?
I’m Ken Courtright. See you on the trail.