Loyalty Starts with You



Every business wants loyal customers – few understand how to earn them.

Most businesses think loyalty comes from issuing a “frequent flyer” card and giving something away for free. That’s not loyalty. That’s buying repeat business from customers who are loyal to the prize, or to the price. Eliminate the freebies, and you eliminate the customer.

You can’t buy loyalty. You have to earn it.

Earning loyalty is a daily undertaking. It’s not earned with one action; rather, it’s earned with repeated, consistent actions that demonstrate your commitment to serving your customers in extraordinary and memorable ways. And, unless you’re a sole proprietor with zero employees or colleagues, earning customer loyalty is the job and the mission of every single person in your company. It takes a coordinated effort. A universal philosophy. It takes your customer’s perception that you care at least as much about their success as you do about yours. Loyalty is a feeling. It’s an emotional commitment to doing business together.

Emotion is best created through the personal relationships and rapport that you establish with your customers. You have to give your customers a reason to care about you. And, the best way to get them to care about you is to show them that you care about them first. It’s about serving your customers more than it is about selling your customers. It’s about helping. It’s about the long-term relationship more than the short-term quota you’re chasing. It’s about wanting and fighting for a positive outcome for your customer more than you wanting the commission from the sale.

People can be loyal to a brand. They can be loyal to a company. But brand or company loyalty is often temporary. One negative experience, and your customer may jump ship. The strongest kind of loyalty, the least vulnerable kind loyalty, the most valuable kind of loyalty is the loyalty that is earned by your people to your people. A customer who is loyal to a person will do business with you for life, send referrals your way, and give you the opportunity to fix a problem before they leave you.

Every person in your company is tasked with earning customer loyalty. The receptionist, the sales guy, the accountant. Even the janitor. It’s tough to get customers to drink the Kool-Aid, though, if your employees aren’t drinking it. Your employees, your colleagues, your team will only be able to earn the loyalty of your customers if your employees are loyal themselves. And the only way your employees will be loyal to you is if you earn their loyalty.

Yep, you have to earn your employees’ loyalty before you can even think about earning your customers’ loyalty. If you want loyal customers, you have to have loyal employees first. How do you earn employee loyalty? By answering the question, “What’s in it for me?”

If you ask your employees what they get out of working for you and their response is, “A paycheck,” that’s not loyalty. Yes, money is a big part of why people work, but it can’t be the only reason they work for you.

Loyal employees are the prerequisite for loyal customers.
Loyal employees show up early, stay late, and act in the best interest of the company.
Loyal employees don’t complain about problems, they solve them.
Loyal employees don’t blame the customer, they help them.
Loyal employees are the secret ingredient in the formula for success.

Earn your employees’ loyalty, and you’re on your way to earning customer loyalty. Don’t “get around to it when you’re not busy.” Start with earning employee loyalty, and let your employees work their magic with your customers. Earn it early and earn it often.

Here’s how:

1. Ask your employees questions about their work, about their lives, about their challenges, about what excites them, and then listen to their answers with genuine interest.
2. Get your employees to believe that you care about them by, well, actually caring about them – and by showing them as well as telling them.
3. Give your employees your time. Daily.
4. Check in with every employee every week.
5. Show up early, stay late. If you can’t do it every day, do it every week. A little goes a long way.
6. Tell your employees that you value their work and their insight.
7. Take your employees to lunch or to breakfast. Start by taking one a week.
8. Have a party where you serve the food or man the grill.
9. Lead by example. Practice what you preach. Do the work.
10. Celebrate wins.
11. Reward your employees in public.
12. Correct them in the privacy of your office.
13. Catch them doing something right daily.
14. Get and maintain a great attitude. Set a positive tone from the moment you walk in the door.
15. Back your employees. Start by defending their decisions rather than dismissing them.
16. Be involved. Be engaged.
17. Get your hands dirty.
18. Talk about life goals as well as professional goals.
19. Help your employees achieve their goals.
20. Pay for (related) education.
21. Encourage. Root for your employees. Reward the effort and the outcome.
22. Communicate. Don’t assume that people know what’s going on. Be sure of it.
23. Involve people in decision-making. Include them in the research and in the evaluation. Let them be a part of the process.
24. Provide constant feedback. Don’t wait for the annual review. Be a coach.
25. Be willing to admit your failures. Endear yourself to your employees by apologizing when you screw up, and by fixing your mistakes quickly and appropriately.
26. Create a mission statement with your people, rather than for your people to follow. Make it something they can believe in, get behind, and live.
27. Be accountable. Be known as the person who follows up, who finishes on time, and who delivers.
28. Do what you say you will do.

This list is incomplete. You can help finish it.

Are you a business owner or manager? What have you done to earn the loyalty of your employees?

Are you an employee? What can your boss do to earn your loyalty? What can your company do?


What Your Voicemail Greeting Should Sound Like

Creative and Memorable Voicemail Greetings That Will Help You Stand Out from the Sales Crowd

If you’ve been following along with my series of articles on phone skills (Have You Heard of the Telephone?, If They Aren’t Available, Should I Leave a Voicemail?, “I’d Call My Prospect, But I Don’t Have Their Number”, How to Get Past the Receptionist, Answer the Phone!) by now you should be well on your way to mastery of the single greatest sales tool ever invented: the telephone.

I’m going to ask you to consider something you probably have never given much thought to: your own voicemail greeting. You may call this your outbound greeting or outgoing message. No matter what you call it, this is what callers hear when you don’t answer your phone. Or should I say, it’s what callers are forced to listen to even though they don’t want to.

Your voicemail greeting is an overlooked marketing opportunity if all you’re using it for is to give instructions to the caller for what to do after the beep. Here’s a news flash: they already know what to do!

This is an opportunity to create a memorable impression with something that would differentiate you from everyone else. Most people are professional (think, boring) in their greetings. Why not do something fun instead? The goal is to get the caller to leave a voicemail, but also to reflect your brand identity and stand out from the crowd.

Give your callers something to talk about with their friends and colleagues. Give your callers something that would make them want to tell their friends to call and listen to your greeting. Give your callers something to smile about. Give them something to think about. Give them something creative. Something smart. Something…you.

Most people use something like one of the four greetings below:

  1. “Hi, it’s Bob Johnson. I’m either away from my desk or on another line. Please leave a message and I’ll get back to you as soon as possible.”
  2. “Hi, it’s Mary. Today is Monday, and I’ll be in meetings until 11am and then on sales call until early afternoon. Please leave me a message and I’ll return your call then.”
  3. “Hi, it’s Jane. I can’t get to my phone right now. But if you leave me a message I’ll call you back as soon as I can.”
  4. “You’ve reached John’s voicemail. I’m away at the moment, so please leave me a message. If you need immediate assistance, press zero for the operator.”

Sound familiar? Of course these do. Because your greeting probably sounds just like one of them, or some combination of them. Which means your voicemail sounds just like every other voicemail your customers and prospects hear.

If you’re using something similar to the ones above, you’re missing a strategic advantage that would be memorable, impactful, and potentially valuable to your callers.

Try something like one of these 6 creative messages below instead:

  1. “Hi, it’s Noah. I’m out saving the world, one sales team at a time. If you’d like me to help inspire your team to increase your sales, just leave me a message and I’ll get back to you shortly. If you’re calling for any other reason, well, I’ll call you back too!”
  2. This one came courtesy of my friend David who is a manufacturer’s rep: “You’ve reached David. I can’t answer your call right now because I’m out selling your products. Please leave a message and I’ll get back to you with the order soon.”
  3. “Hello, Bob here. Rather than give you instructions you already have memorized, I’m going to use this time to share my favorite quote of the week: ‘(and then you’d read one of your favorite quotes)’.”
  4. My friend Jeffrey Gitomer used to ask people to leave their credit card numbers after the tone just to catch them off guard. Funny enough, Jeffrey says some people actually used do it!
  5. My assistant, Jennifer Porter, injects a little of personality in her greeting on her mobile phone: “Hi, it’s Jennifer. I can’t find my phone right now. It’s probably in the bottom of my purse somewhere. Or I can’t hear it ringing because I’m singing loudly in my car!”
  6. “Congratulations! You’ve called the right guy! It just so happens to be the wrong time. Please leave a message and I’ll be back in touch before you know it.”

I’m out of space for now. But that was fun, right?

Maybe I sparked a little creativity in you. Or maybe you already have the world’s greatest voicemail greeting. Either way, please share in the comments below:

photo credit: image source

Answer the Phone!

Caller ID is both a blessing and a curse. Not in the way you’d think, though. You might think that Caller ID is a curse for the caller (especially if the caller is you, and you happen to be a sales person) and that it’s a blessing for the prospect because they can choose whether they want to be interrupted by an “Unknown Caller.” OK, maybe you’re right.

But I’d like you to consider how Caller ID may curse your sales even if you are on the receiving end of a phone call. Ever since the advent of Caller ID, when your phone rings, you don’t answer it. At least not without first looking at your Caller ID to determine who it is. And, if you’re like most people, here’s what you think to yourself:

“Oh, it’s just that annoying customer. I’ll call them back when I’m done with lunch.”

“It’s an unknown caller (or a private caller). I’m not answering this one.”

“I don’t recognize this number. I’ll let it go to voicemail.”

“What an interruption! I really don’t want to talk to this prospect right now. They are driving me up the wall!”

“That’s a work call. I don’t take work calls after hours.”

“Ah, shoot. I forgot to get back to this guy. I’ll just send him an email later so I can pretend I was tied up in meetings all day.”

That’s crazy talk! What are you doing? You’re a sales person…and your success is directly tied to the number of people you meet and talk to. Customers and prospects are impressed with your availability and your responsiveness. If they can’t reach you, they can’t buy from you. Or they won’t want to buy from you, because they’ll be worried about how hard it will be to reach you when they need support.

And, there’s a great deal of stress that goes along with you having to remember to call someone back. Not only is there the stress of having to remember, there’s also the stress from the anticipation of what that conversation is going to go like. You’re pretty much always starting out in a deficit position when you say “Hi, Bob? It’s me, Noah. Yeah, sorry it’s taken me so long to get back to you. I’ve been tied up in meetings and then I had this family thing, and then I was out of the office. Anyway, how can I help you?”

It’s always easier to get it over with now. In fact, the longer you wait to call someone, the harder it becomes. Every minute that passes just adds to your anticipatory anxiety and to the eventual pain of having to eat crow when you apologize for taking so long to get back to them. Unless you wait long enough to the point when you don’t have to call them back because they are already buying from your competitor. Then you can just call your boss and tell him that you lost a customer because your price was too high.

The reality is that more customers and prospects are lost because of something that you failed to do than because of price. And most often that something is your failure to communicate quickly.

You may think it’s an interruption, an inconvenience, or an inefficient use of your time. In reality, it’s your job! It’s your singular purpose – to talk to as many people who can buy from you as possible.

Here are 6 great reasons to answer the phone when it rings:

  1. Every time a prospect calls you, they’re qualifying you. How easy are you to reach? How responsive are you? How helpful are you? They don’t know what it’s like to do business with your company yet, so how available you are is about the only thing they can judge you on.
  2. If you never answer your phone and if you’re slow to call back, that tells the prospect that you are not that interested in their business. You might think you’re “playing hard to get,” but that’s a strategy for dating, not for selling.
  3. When you’re easy to reach, that gives your prospect confidence. Confidence is the number one factor in determining who to buy from. If I need a new roof, and there are only two roofers in my city, I’m buying from the one that gives me confidence in their ability to perform, commitment to deliver on time, and availability after the sale. If the other roofer is 25% cheaper but I have a hard time getting a hold of them, and they take a day or two to call me back, I start wondering if I’m buying junk product and junk work.
  4. Fast answers result in fast sales. A lead is never hotter than the moment it appears.  When’s the best time to make a sale? When the other guy wants to buy!
  5. Customers call you because they need help. They have a question about how something works, or where their shipment is, or why they’re experiencing a problem. When you don’t answer their frustration rises. And, if you don’t call them back quickly, they are more likely to decide they don’t want to buy from you next time.
  6. From a productivity standpoint, it’s better to answer the phone when it’s ringing. It takes far less time than listening to a message, returning the call, and then having to leave a message if you can’t get through. Phone tag is about the worst use of your time ever. Well, that and watching television. If you’re really on a roll on a project that you just have to finish, answer the phone and explain that. Set a specific time later in the day when you’ll call back with answers. Most customers will be OK with that – and they’ll be able to relax knowing the ball is in your court for a few hours.

So if you’re reading this and your phone is ringing, stop reading! Start answering your phone, and start selling your heart out!

photo credit: visage

How to Get Past the Receptionist*

*(or gatekeeper, or anyone in your way of reaching the REAL decision maker) in Ten Easy Commandments

One of the hardest steps in the sales process is connecting with your prospect. I’m not talking about connecting as in “making a connection” or finding something in common and bonding with your prospect. I’m talking about actually getting through and getting a chance to talk to your prospect in the first place.

I don’t care what stands between you and your prospect – receptionist, assistant, gatekeeper, phone system, voicemail, armed guards (yep, I’ve tried dropping by unannounced in NYC with very little success), purchasing department, mid-level manager, Vice-President of No, SPAM filter, etc. – the fact of the matter is that many salespeople never even get the chance to make their pitch to the right person.

It’s a complete waste of your time and a total morale buster to meet or talk at length with anyone other than the real decision maker. When you’re all done presenting, they can’t buy! All they can do is say, “I’ll talk to my boss and see what he thinks.” That’s not selling…that’s visiting.

One of the most important things you can do to improve your chances for success is to put yourself in front of people who can say yes to you. I learned that lesson from Jeffrey Gitomer and I’ve been grateful ever since.

Anyone in the company can say no to you, but only a few people can say yes. Get to them. It’s hard work, though. Here’s the good news: I’ve created a list that will help you below.

The Ten Commandments of Getting Past the Gatekeeper, Getting Through to the Decision Maker, and Getting on with the Sale

1. Thou shalt have no other objective than to sell the appointment. Face it – you’re never (or VERY rarely) ever going to make a sale over the telephone the first time you call. So don’t try. Instead, focus on engaging the prospect in a way that they are willing to take an appointment, be that in person, on a GoToMeeting, or on the phone. Get them to commit to the next step, not to the purchase order.

2. Thou shalt not make unto thee a fool of thyself by mispronouncing thy prospect’s name. If somebody calls my office and asks my assistant if they can speak with “Noel Rickoon,” “Noha Rickman,” or “Nick Ripken” it’s over before they start. Do your homework.

3. Thou shalt not be a jerk. This might seem like common sense, but salespeople are not necessarily known for their politeness. If you treat the gatekeeper with disrespect, if you’re rude to the receptionist, or you just act like everybody owes you something, you’re hurting your chances of getting to the boss. And, even if you do get through, when the boss says “Hey, Ms. Assistant,” please put Johnny Salesguy on my calendar, the assistant will reply, “Really? You’re going to meet with that jerk?” Executives listen to their assistants. Assistants are often the eyes and ears of the organization, their trusted advisors, and their opinions of you matter.

4. Remember the value, to keep it holy. The one word secret to getting past the gatekeeper is value. If you don’t provide value in your first call, you’ve got little to no shot. And, remember that it’s not what you think is valuable – it’s what your prospect perceives as being valuable. Call with a new idea that they can use to drive profit or efficiency and you’ll get right through.

5. Honor thy contact and thy gatekeeper. Show respect to everyone that you talk to. You’ll make more sales with honey (in other words, be sweet). I think you’ll be surprised what can happen if you make friends with the gatekeeper and ask for their help. People love to help. But only if they like you.

6. Thou shalt not kill thy chances of making a sale by lying thy way through the gatekeeper. If you lie, you lose. Oh, you may think you’ve won because you got past the gatekeeper by using a fake name or reason for the call, but you’ll eventually be found out and you’ll eventually lose out. The ultimate honor a salesperson can earn is that of “trusted advisor,” and the root of the word “trusted” is truth. Got it?

7. Thou shalt not commit to meeting with anyone but the REAL decision maker. Sometimes when you’re asking to speak with the big cheese, a very helpful gatekeeper will offer to put you in touch with someone else instead. Someone lower on the totem pole. Don’t be distracted. Don’t take any meeting just because it’s a meeting. Ensure that you’re meeting with the real decision maker. Tell the gatekeeper that only the big cheese will do. You’ve got something of value to discuss with them and you promise you’ll make the gatekeeper look good. Say it with a smile – it works half of the time. The other half of the time, you can try a line Jeffrey Gitomer gave me: “I’d like to speak with Mr. Decision Maker (insert real name). What’s it about? Well, it’s a business matter that’s personal in nature.”

8. Thou shalt not be a cold-caller. Do not ask, “How are you doing today?” or “Have you ever heard of us?” Instead ask an engaging question that gets to the heart of the sale. Make them think. Be prepared. You can start by reading “Don’t Ask, Don’t Sell” if you need help with creating your own questions.

9. Thou shalt not bear false witness against thy competitor. The best thing you can do is praise your competition. I know it sounds crazy, but this works almost every time. Let’s say the gatekeeper says, “Well, we’re already working with XYZ Company,” you say, “Great! XYZ Company is a really great choice. They’ve got some of the best widgets out there. I’d just like to share a few ideas that will augment your current program. Many of XYZ Company’s customers do business with us as well.” Of course, that better be true. The flip side is that you can say that XYZ Company offers an inferior product, that you’ve recently heard that XYZ Company’s service is terrible, etc. The problem with this is that you just make yourself look bad and you insult your prospect by telling them that they made a bad choice. Bad move.

10. Thou shalt not covet thy brochure. I’m not sure covet is the right word, but this is an important point. Far too many salespeople hide behind their marketing materials and benefit statements. If all you’re going to do is recite everything in your brochure, save your breath and mail the thing instead (don’t worry – they won’t read it, but then again they aren’t really listening to you either). Instead, deliver value by presenting a new idea that you created just for your prospect. Review their LinkedIn profile, website, and Google for something relevant and timely to discuss. Again, you’re calling for an appointment, not a sale…so don’t spend time talking about yourself, your company, or your product. Talk and ask about them. Oh, and if they ask you to send a brochure tell them you’d be happy to bring one to your appointment if they’d like.

NOTE: I’m not attempting to make light of any particular religion; I’m just suggesting that you need to be more religious about your sales activity.

NOTE WELL: I’ve always looked at the (real) Ten Commandments as the most important and central instructions for living a good life and for being a good person. The Ten Commandments are by no means exhaustive (that’s why you’ll actually find 613 Commandments in the Old Testament) nor are they a guarantee. They’re simply a very good start. Staying on the theme, my ten commandments above are meant to serve as a very good start to your becoming a better salesperson.

P.S. Think I’m missing something? Have an idea for the 11th commandment? I’d sure love to hear your ideas and your insight, so please share below in the comments.

“I’d call my prospect, but I don’t have their phone number.”

Let’s say that you agree with my last two articles (If They Aren’t Available, Should I Leave a Voicemail? & Have You Heard of the Telephone?), and that you’re willing to reach out via telephone, but for whatever reason you don’t know your prospect’s telephone number. Maybe you have their company’s main number, or perhaps you even have their email address, but you don’t have a direct number.

I’m a firm believer that calling the gatekeeper is often a recipe for disaster, so it’s best to get a direct number (even a mobile number) whenever possible. But that’s not always easy.

What to do?

1. LinkedIn. If you’re connected to your prospect, there’s a button just below their headline and photo on their LinkedIn Profile labeled “Contact Info.” Click it. If you’re lucky, you’ll find a phone number. That button will appear for 2nd and 3rd degree connections as well.

If you’re not so lucky, you can always call your mutual connection and ask them for your prospect’s number.

2. Facebook. This may be a shot in the dark 80% of the time or more, but when it works it’s amazing. And it only takes 30 seconds. Find your prospect on Facebook and click “About” under their picture. The next page has a section called “Contact Info.” Often, you’ll find a personal email address listed there. I’ve found a phone number about 20% of the time.

3. Jigsaw.com or Data.com. Perhaps the greatest contact info site ever, and your best chance for finding a phone number for your prospect. I’ve listed it third because unlike LinkedIn and Facebook, there’s a membership requirement and/or small charge for the service if you’re not subscribed in some way already. I’ve been using Jigsaw for over five years – it’s amazing. About two years ago Jigsaw sold to Salesforce.com, who renamed the service Data.com. So, if your company uses Salesforce, you may already have an integrated account. If not, go to Jigsaw.com and sign up. You can read more about how the service works in the week’s edition of fRickun Cool.

Jigsaw.com is a socially powered B2B database with over 30 million contacts (email, phone, and address). If you can’t find the specific prospect you’re hunting for, you will get darn close. Big hint: if your prospect isn’t in the database, you’ll likely find their boss. Call the boss – they’ll be happy to send you in the right direction. The higher up the totem pole you reach, the easier it is to make the sale.

4. Google. I’ve found phone numbers in the least expected places on the web. Once it was on a PTA website. Another time it was on a softball team list. Pretending your prospect’s name is “Bill Jones” try Googling phrases like:

Bill Jones phone
Bill Jones telephone
Bill Jones number
Bill Jones contact
Bill Jones office
Call Bill Jones

Note: If your prospect’s name actually is Bill Jones, it’s going to be a lot tougher to find his number on Google. You’ll probably want to add the city he works in, or the name of his company, or his job title. A more unique name (like mine, Noah Rickun) will be MUCH easier.

5. Call the wrong number on purpose. This one is not for everybody. It’s not necessarily professional and it’s a little slimy. But it works. Here’s how: you call anyone else in the company or department (but not the receptionist) on their phone line and pretend you dialed them by accident. You can try changing the last digit or two of the main number and you’ll probably get right through. Or just ask for anyone in sales – sales people love to talk and they love to help.

Let’s say your prospect is named George. You call Lisa instead (because you don’t know George’s number). When Lisa answers the phone, in your most confused or flustered voice possible, “Oh! Lisa…I’m so sorry. I thought I was calling George. I must have written his number down wrong.” Often, Lisa will offer up the correct number right away. Other times you’ll have to ask her for it. Either way, you win.

To be great at sales you have to be willing to dig a bit deeper than the next guy, you have to be willing to be a little more creative than the next guy, and you have to be willing to think and act like a detective sometimes. The strategies above will get you started, but they aren’t the only ways to get a prospect’s phone number. Your creativity, combined with your willingness to take risks, will determine your success.

PS I’ve probably missed a few other methods. I’d love to learn about yours. So would your fellow readers. Share your best tips in the comments below!


photo credit: beowulf sheehan


I’ve been using Jigsaw.com for years. I haven’t shared it with you until now because, well, honestly, it’s been my little secret. I have used Jigsaw’s socially powered B2B contact database to:

a. Identify prospects
b. Get direct phone numbers and email addresses
c. Find the REAL decision maker in large organizations
d. Connect with a human being rather than a toll-free call center
e. Find just about anyone who’s anybody in the business world

In Jigsaw’s own words (don’t be confused by the reference to Data.com…Jigsaw operates under both names since their sale to Salesforce.com): “Data.com Contacts is the world’s largest database of up-to-date, downloadable, and complete contact and company information. With a directory of more than 30 million business contacts and over 40,000 contacts added and edited daily by a dedicated user base of over one million, the quality, content, and scope of the contact directory is unrivaled. Every Data.com Contacts business contact is complete with a phone number, position, company, mailing address, and business email address. Data.com Contacts also offers free tools for researching companies as well as a user generated company research wiki pages.

Data.com Contacts’ unique Wikipedia-style crowd-sourcing model delivers the world’s most complete, accurate and up-to-date business contact and company data. By harnessing the power of many, Data.com Contacts is broader and deeper than any other data source. By setting up a free account, community members can access the database, and can accumulate points through helping to maintain data quality. These points may be redeemed for access to additional records.”

If you’re in sales, you need Jigsaw. Sign up now. Like right now.

If They Aren’t Available, Should I Leave a Voicemail?

I hear that leaving a voicemail for a prospect is a waste of time. I’m told that it’s much better to hang up and call back later in hopes of actually reaching your prospect. The argument is that nobody listens to voicemail anymore. Or, if they start listening, they delete it the moment they realize it’s a sales call. Or, if you leave a message, you’re probably annoying your prospect. Worst of all, they never call you back anyway.

Wake up, sales guy. Voicemail is not the problem. You are.

Or, I should say, your inability to use voicemail effectively is the problem.

Let’s look at why your voicemails don’t get returned:

  1. You’re not prepared to leave a voicemail, so you wing it each time.
  2. You don’t leave any detail about why you’re calling or what’s in it for them if they call you back.
  3. You sound like a cold-caller rather than someone with relevant and personal information and ideas.
  4. You’re not offering anything of value in your message.
  5. You don’t include a compelling call to action.

The reality is that you can learn to use voicemail to your advantage, and to leverage it as a valuable sales tool. The key is to have fun. Be creative. Take risks. Do something different. Every time you leave a voicemail, you have an opportunity and a choice: do you blend in with every other voicemail by being “professional” and “normal,” or do you leave a friendly, fun, and value-based message that helps you to stand out and to get your call returned?

Personally, I inject as much fun, humor, and value as I possibly can into every message I leave. My goal is two-fold: either I want my prospect to call me back, or I want my prospect to remember me and to be more likely to take my call the next time.

The trick is that you have to be prepared before you call. Before you dial the phone you have to have a plan for what you’re going to say if you reach your prospect, and for what you’re going to say if you reach their voicemail.

Here are a few reasons why you should leave a voicemail each time you call:

  1. Odds are they know you’re calling even if you don’t leave a voicemail. Some people review their caller ID frequently. And, if you happen to hang up after their voicemail greeting plays, their system tells them who called anyway. So you might as well leave a message.
  2. Your prospect likely receives far fewer voicemail messages than email messages. So if you’re thinking that you’ll hang up and send an email instead, think again. Pressing delete in Outlook is even easier and it’s very possible your email will get lost in the mix for a few days, wind up in junk mail for a week, or not read at all. I’m all for a two-pronged approach, though, in which you both leave a message and send an email. Stay tuned for more info on how to do that best.
  3. Sometimes your prospect wants to do business with you but just happens to be extremely busy. You may not be priority number one at the moment, but the more contact you make, the higher up the list you will become. The difference between an annoying salesperson and an appreciated salesperson is that the appreciated salesperson is following up because they know its best for the prospect. They call with new ideas or additional information each time. Don’t call “just to follow-up” or “just to check in.”

A few ideas to get you started:

  • Write out your message (a few bullet points are fine) in advance and practice it before you call.
  • Change the format of your message to sound more like a radio ad than a voicemail. In other words, don’t start with “Hi, this Jenny Salesgirl from XYZ Corp. I’m just calling to…” Instead start with an engaging question that captures their attention and draws them in. Announce yourself near the end of the message and save your phone number for the very last thing you say.
  • Keep it brief. Your message should be just long enough to work, and short enough that you don’t run the risk of being cut off by your prospect’s voicemail system. A minute at the longest is a good rule of thumb.
  • Try leaving a message letting them know you’ll be sending an email with more detail. This is a great way to improve your chances of getting through. Say, “Hi Bob, I have a few ideas that will help you to become more profitable, more efficient, and more successful and rather than leaving you a ten minute voicemail, I’ll send you an email shortly with one idea, my contact info, and an appointment request to discuss the rest. If you want to save yourself from having to read the email, you can simply call me back directly at 212-555-1212.”
  • Leave them one value message from a series of messages you will continue to deliver over time. For instance, the first time you get their voicemail you say, “Hi, it’s Bob from XYZ Company. There are 6 things you probably don’t know about the best way to use our product. Here’s the first:” – and then you share something cool and valuable. Do that a few days in a row and then the next time you call, say “I’ve left you the first four ways – if you want the rest, you’re going to have to call me back.” If your ideas are any good, they will.
  • Think about the voicemail you receive. Which ones do you delete? Which ones do you return? Why? Use the best messages you receive as a template for yours.
  • Inject some sense of urgency by including a deadline if you can. Maybe your company is offering a special promotion that requires the contract signed within the next few days. Maybe you’re calling to invite your prospect to an event that is taking place next week. Maybe you have two tickets to the ballgame tomorrow night. Maybe there are external influences that dictate when it’s best to buy from you (fiscal year, end of quarter, or even legal sunset dates). The urgency has to be on their part rather than on yours. I once had a salesperson call and tell me that his quarter was ending and he’d really appreciate if I could meet with him before that so he could try to squeeze in our sale. I could have cared less about his quarter ending and it became apparent to me that he cared more about his commission check than he cared about helping my business.
  • Practice by calling your colleagues and trying out new things. Ask them for honest feedback. If that makes you nervous, first practice by calling yourself. You can call your office phone from your cell phone, or your cell phone from your home phone. Think: would you call you back?

That’s just a start. You’ll find your own voice, style, and method over time. It takes practice. It takes doing it. If you put the hard work in, you’ll become a master in a few weeks or months and you’ll be in the small category of salespeople who get their calls returned.

So, should you leave a voicemail? Only if you want to make more sales! What are you waiting for? Reach out and sell something.

photo credit: flying colours ltd

Have You Heard of the Telephone?

The greatest sales tool ever invented is not social media. It’s not LinkedIn. It’s not NLP. It’s not SPIN Selling or some other formal sales process. It’s not Salesforce.com or other CRM software. It’s not the fax machine. It’s not the iPhone. And, it’s certainly not email. Those all are great tools, but they are not the best. No, the greatest sales tool ever invented is the telephone.

If you’re like most people, you’ll do anything you can to avoid making an outbound call. It’s so much easier to send an email. There’s no risk.

I cannot tell you how many times I’ve asked, “Have you talked to so-and-so?” only to hear, “I sent him an email last week.”

Really? That’s the best a salesperson can do? Send an email and wait? What if your email didn’t go through? What if your customer or prospect accidentally deleted it? What if they are on vacation but do not use an out-of-office auto responder? What if they are interested but forgot to reply? What if they have 1,500 emails in their inbox and haven’t seen yours yet?

“OK, you’re right, Noah. I’ll send them another email.”

“Hey, sales guy, have you heard of the telephone?”

Let’s look at why email is so attractive to weak salespeople:

  • It’s non-confrontational
  • You don’t have to think on your feet
  • It’s “non-intrusive”
  • You can send it any time
  • It doesn’t hurt as much when they say no
  • If they don’t reply, you can blame them

And now let’s look at why you may shy away from the phone:

  • Reluctance – You’ve been blown off before, turned down before, and hurt before. You don’t want that feeling again.
  • Fear – What if you blow it? What if you never get a second chance? What if you say something stupid?
  • Procrastination – You’ll get around to calling people when you’ve finished all your paperwork, responded to all your internal company email, and had lunch. Right after you find a few other things to fill your day with.
  • Inconvenience – You don’t want to “bother” them.
  • Timing – It’s the day before the holiday or the day after the holiday. It’s their busy season. It’s their slow season. It’s too early in the morning or too late at night. It’s Monday. It’s Tuesday. It’s Wednesday. It’s Thursday. It’s Friday. You get the point. If you think you’re bothering someone, you’re bothering them. If you have nothing of value to offer, you’re going to bother them no matter when you call.

If you send an email instead of calling you increase your chances of being turned down. The prospect has too many options and too many ways to say no to you. They can choose not respond at all. They can be downright rude to you without fear of having to hear your reaction.  So, the next time you have a lead – pick up the phone and call them.

When’s the best time to follow-up on a lead? Right now. One second after you get the lead. Don’t email them. Call them. Your prospect is the most excited they’ll ever be right now. With every second that passes your prospect loses interest. They have the opportunity to call your competitor. They have time to change their mind. They have time to Google you and your company and uncover negative feedback.

The longer you wait, the harder it gets. It’s harder to sell, it’s harder to overcome the fear of calling, it’s harder to reach them, and it’s harder to impress your prospect with your responsiveness.

To rise to level of master salesperson, you must master the usage of the telephone. Not how to dial it, but how to leverage it as your best method of increasing your sales.

I’ve got good news for you: over the coming weeks I’ll be sharing articles that will help you to overcome your reluctance, discover new ways to use the phone to land appointments and find new customers, differentiate yourself from the competition to become perceived as a value-provider rather than a cold-caller, and uncover a few tips and tricks along the way.

Check out a few titles from this series below:

Outbound Calling is Not Cold Calling

To Leave or Not to Leave a Voicemail

Answer the Phone!

What Your Voicemail Greeting Should Sound Like

How to Get Their Phone Number

How to Get Past the Receptionist


Be sure to stay tuned!


Yours in Sales,


photo credit: dave bradley photography

Are You an Order Taker or a Salesperson?

There’s an argument going on and it’s time for me to weigh in. For years I’ve heard managers complain that their salespeople are “lazy order takers.” I’ve witnessed teammates jab at one another by delivering the lowest of all low-blow insults: “You’re nothing but an order taker.”

So what’s so wrong with being an order taker?

Better yet, what’s the difference between an order taker and a salesperson?

The difference, in my not-so-humble opinion, lies not in the title but in the attitude, the approach, and the effort of the individual. It’s the difference between being proactive and reactive. Between giving a prospect a quote and giving a prospect a show. It’s a combination of attributes and qualities rather than a scientific definition. Let’s compare:

Order taker
• Reactive.
• Borders on passive.
• “Call me if you decide you want it.”
• Waits for the phone to ring.
• Does what the customer asks.
• Gives great information.
• Can make a decent living.

• Proactive.
• Follows up.
• Asks for the sale…every time.
• Makes the phone ring.
• Does what’s best for the customer.
• Gets great information.
• Can make a fortune.

Perhaps the best way to truly identify the difference between an order taker and a salesperson is to consider the difference between a bartender and a sommelier. A bartender (like an order taker) waits behind the bar for customers, and fulfills requests for drinks on demand. But a sommelier, that’s a different story. A sommelier is more consultative in nature, asking questions of their customers, and making a final recommendation based on their customers’ responses. A sommelier combines their product knowledge with their ability to uncover buying motives.

So which are you?

Bartender or sommelier?

Order taker or salesperson?

Which would you like to be?

Pick your title. Then go earn it in the eyes of your customers.


photo credit: Jacobs Photography

Small Talk is for Small Sales.

“How’s the weather over there?”

“Enjoying the heat?”
“Did you see the game last night?”
“Man, it’s sure raining out there!”

Chatter. Chitchat. Babble. Blabber. Jabber. Small talk.

Anything about the weather, television, movies, or sports…it’s all small talk.

Small talk is conversation for conversation sake. Small talk is meaningless yapping about nothing at all. Small talk is safe, but it accomplishes nothing of value. It’s a restatement of the obvious. Small talk is for small sales.

What you need is something more meaningful. Something more engaging. A conversation starter, not a time-waster. A warm-up for the sale, not a nervous exchange. A thought-provoking start, not a bunch of fluff. What you need is a great open that puts you on the path to making a sale, instead of making small talk. Can you imagine going back to your office saying, “Hey Boss, I didn’t make the sale…but we really agreed about the fact that it’s been so hot lately!”

Eliminate the small talk from your sales process and you’ll be on your way to earning bigger sales.

Instead of five minutes of “winging it” or “shooting the breeze,” walk in ready to rock with a focused line of questioning that gets your prospect thinking and engaged in conversation about things that earn you respect, the right to come back again and, a better shot at making the sale.
The more thought-provoking your conversation, the more likely you are to become perceived as a person of value. The more valuable you become, the less you will be perceived as a salesperson. For why you should do anything and everything to become perceived as anything other than a salesperson, read The Stigma of Sales.

A few more thoughts:
1. The deeper your relationship with your prospect or customer, the deeper your conversations will be. That’s a report card for your chances of earning the sale.

2. How well you open determines whether you’ll close. When salespeople ask me what’s the most important part of the sales process, I always answer “The approach!”

3. To prepare your prospect for a more productive discussion, send a brief agenda in advance of your meeting. Nothing too formal…just some bullet points so that your prospect knows where you’re going together.

4. The best way to engage a prospect in a meaningful conversation is by asking powerful questions. It’s not “Hi, Bob, how are you doing today?” It’s “Bob, how did you get started in this business?” or “Bob, what are you most proud of in your role here?” Check out Don’t Ask. Don’t Sell. for guidelines for creating your own power questions.

5. Come with a few ideas for your prospect. Ideas about them and their business. Ideas about their productivity, profitability, efficiency or image. Bring big ideas, because big ideas lead to big sales.

Prepare for your next sales call. Create a plan. Write and rehearse your questions in advance. And walk out of your next meeting with the only thing that counts – THE SALE!

image credit: RubberBall Productions

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