Ari Galper

www.reverse-selling.com

Cold Calling: The Reverse Selling Waya

TM

TM

By: Ari Galper

What people are saying about Reverse Selling™… “Reverse Selling finally gives me and my sales team a validation of what we’ve all known for years: behaving, in any way, like a traditional sales person (ie using pressuretriggering words, determined voice tone, over-confidence, etc.), causes immediate defensiveness by prospective clients. Reverse Selling goes “behind the scenes” with a non-aggressive approach that is one of the most intelligent sales approaches I’ve ever seen. Ari, I’m now a believer. Thank you.” Casey Guss, CEO, Acrendo Software, Inc.

“Reverse Selling is extremely effective. It is a selling method that I wish was around when I began my sales career. It has had an immediate impact on our ability to engage new customers, beginning from cold calling (which is now a breeze) all the way through the sales cycle. Ari, feel free to have any prospective client give me a call at (619) 222-1362 and I’d be happy to share with them how Reverse Selling has improved our sales effectiveness.” Jake Jacoby, CEO , Singlefin, Inc.

© 2002 Ari Galper. (310) 399-7331

2

“Ari, just read your e-book and frankly I’m blown away. All I can think of is the knot in my stomach that I always felt when making a cold call. Now it’s gone. Your method to end pressure has opened up new doors for me. I’ve always been stuck between two worlds, working hard to retain my professionalism and to avoid any pressurefilled sales related language. Your Reverse Selling way of cold calling keeps me centered and relaxed. I no longer have to shift into an artificial role when I call someone new. Can’t wait for your next one!” Matt Yubas, President, Product Coach, Inc.

“I’m truly amazed that Corporate America hasn’t fully caught on to Ari’s Reverse Selling program yet. It’s exactly what the sales industry has needed for years…an approach that is innovative, intelligent, non-aggressive, and incomparable to any other sales training program I’ve seen over that last 20 years.” Don Newton, Regional VP, Brother International Corporation

© 2002 Ari Galper. (310) 399-7331

3

Copyright 2002 by Ari Galper.

All rights reserved. This book may not be reproduced or transmitted electronically or in any other manner without the express written authorization of the author. "Reverse Selling", "Reverse Selling Mindset", “Reverse Selling Language”, “Reverse Selling Way”, and "Ari Galper’s Reverse Selling. It’s Not About the Sale" are trademarks of Ari Galper and Reverse Selling, Inc.

© 2002 Ari Galper. (310) 399-7331

4

Table of Contents

Introduction..............................................................6 What is Reverse Selling? ...........................................................7

Section 1. Reverse Selling Mindset™ ...........................8 What Goes Through Your Mind Before You Pick Up The Phone? ........................................................... 8 What Triggers This Mindset? .................................................... 9 Take Your Next Step. Own The Reverse Selling Mindset™ ........................................... 9

Section 2. Reverse Selling Language™ .......................11 Get Started With Reverse Selling Language ™........................... 12 What Do You Say Next? ...........................................................13 Create A Conversation. Not A Pitch .......................................... 15 Reactions From Your Prospective Client ................................... 16 Open, Don’t Close, the Conversation .......................................16 Natural Ending Of The Conversation ........................................ 17 Don’t “Jump The Gun” ............................................................. 17 What If They Say, “Send Me Information”?...............................18 Delivery Is The Key ..................................................................19

Conclusion ............................................................. 20 Learning Options .....................................................21

© 2002 Ari Galper. (310) 399-7331

5

Introduction Do you hate to pick up the phone to cold call because you don’t want to come across pushy? When you cold call do you fear being rejected? No matter how successful you are, you want to improve your sales and also feel good about yourself. You probably don’t receive 100% of your new business from referrals. This means, to gain new clients you need to contact people you don’t know. Most buyers and sellers perceive cold calling as a pressure, tension and rejection-filled sales activity. You can change this perception with a new cold calling approach. The Reverse Selling Waytm advocates ease and grace. You will discover that connecting with new people is as natural as having coffee with a friend. Whether you are a solo professional, business consultant, entrepreneur, small business owner or sales professional, you’ll find it easy to learn how to cold call the Reverse Selling Way. This book teaches a gracious approach, designed to keep you relaxed and your prospective client from feeling pressured. Learn to eliminate your fears of being perceived as aggressive or artificial the moment your prospective client says “Hello.” Learn to unravel your prospective client’s buying process, rather than being forced to create a sales process for him or her.

© 2002 Ari Galper. (310) 399-7331

6

Why Reverse Selling™? After watching highly trained sales people cave in under pressure from prospective clients who would say “Enough of the questions about me and my business, what do you have to sell me?”, I decided to develop Reverse Selling. Here’s what I learned from those observations: If we don’t diffuse sales pressure with prospective clients, we will not be able to fully uncover their needs. We can ask all the right questions, but the answers we receive may not be completely truthful because of the pressure our prospective client feels. If prospective clients are not comfortable with the way you sell, they will have difficulty buying what you sell. Reverse Selling is a mindset based on the principles of integrity and empathy. It transforms the buyer and seller adversarial role into a natural and human interaction. Reverse Selling goes “behind the scenes” to fully understand why buyers are constantly on the defensive. It also exposes our own behaviors that trigger pressure within our prospective clients. In the two main sections of this book, you will first learn the Reverse Selling Mindsettm: how to shift your mindset and expectations to relieve any apprehension you might feel. Then you will learn the Reverse Selling Languagetm: a new series of phrases and a non-threatening voice approach that does not trigger sales pressure. So, turn the page and learn this easy but effective way to start a conversation with someone new, without creating sales pressure.

© 2002 Ari Galper. (310) 399-7331

7

Section 1—Reverse Selling Mindset™ What Goes Through Your Mind Before You Pick Up The Phone? “I hope this call turns into something…” “If I can just find someone who shows some interest, I can turn that into a sale…” “It’s just a

numbers game and I’ll have to accept rejection as part of the selling process…”

Now that is pressure. Not on your prospective client, but on YOU! And before you even pick up the phone! Think about what goes through your mind. What are you hoping for? You’re probably hoping to trigger interest from your prospective client that will hopefully lead to a sale. That is very presumptuous, isn’t it? Think about it. You are automatically assuming, since you believe that your product or service can solve a problem, the person you are going to call should consider what you have to offer. Let’s look at this line of thinking. It’s all about what you want and hope for. It has nothing to do with the situation of your prospective client. Cold calling, the Reverse Selling Way, is not about your hopes and expectations. It is about the hopes and expectations of your prospective client. A trainer once taught me, we all seem to use a “drug” called “Hopeium”. We hope when we call someone, it will lead to a sale. “Hope-ium” is about our needs first and the prospective client’s needs second. This thinking only leads to random successes and consistent disappointments.

© 2002 Ari Galper. (310) 399-7331

8

What Triggers This Mindset? This mindset is triggered by the notion that cold calling requires an aggressive temperament, acceptance of rejection, and sheer determination to close a sale. This macho approach conjures up a James Bond image. The Reverse Selling Mindset is not about James Bond; it’s about Colombo (the low-key, non-aggressive TV detective). It’s not about pushing the sale; it’s about creating a comfortable environment for your prospective client to tell you the truth of their situation. Rejection is not normal with the Reverse Selling Mindset, it is abnormal. It’s also not about sheer determination, which can be exhausting. It’s about being gracious and having the vocabulary and phrases to engage in unpressured conversation with a new, potential client.

Take Your Next Step. Own The Reverse Selling Mindset™ How can you begin to change your mindset? How can you adjust your expectations so that you don’t create pressure on the cold call, causing defensiveness from your prospective client? The Reverse Selling Mindset advocates a shift in thinking. It is based on not having any expectations when you make your cold call. Having expectations creates structure and forward momentum, typically unwelcome by a prospective client who is only “meeting” you for the first time. Having no expectations clears your mind and creates a larger window of opportunity to create an environment of open conversation.

© 2002 Ari Galper. (310) 399-7331

9

You might be thinking right about now, “Wait a second, isn’t selling about pursuing the sale?” Yes, it is, if you are thinking conventionally. With the Reverse Selling Mindset, it’s not about the sale; it’s about the truth of your prospective client’s situation. There is a good chance that when you call, they may not have a need, budget, or a decision-making process for your product or service. Look at your cold call not as a means to a sale, but as a means to create an environment to help your prospective client share with you the truth about his or her needs. The truth may be a “yes” or “no”. Your willingness to accept either “yes” or a “no”, as opposed to purely pursuing a “yes”, is what unlocks the Reverse Selling Mindset. Shift your mindset and you can start to “let go” of your expectations that trigger the feeling of apprehension. Begin to breathe a sigh of relief. Own the Reverse Selling Mindset and you will learn to cold call without creating pressure. Of course, you still want to increase your sales ratio, but with Reverse Selling, it cannot be accomplished with your needs in mind. It can only be accomplished by focusing on your prospective client’s needs.

© 2002 Ari Galper. (310) 399-7331

10

Section 2—Reverse Selling Language™ One time or another, you probably either used or considered using one or more of these introductory phrases on a cold call: “Hi, this is Julie, I’m with XYZ Consulting, we help companies lower

their costs and improve revenue, and do you have a few minutes?”

“Hi, my name is John, I’m with XYZ Company and I’m wondering if

you might have a few minutes?”

“Hi, my name is Sheryl, I’m with XYZ Consulting, how are you this morning?” “Hi, this is Mike, how are you today?” “Hi, my name is Julie, would you happen to have a few minutes?” If you are using these or similar phrases, which may include a brief “commercial” of your product or service, you are in the trap of using predictable and classic sales language. You sound like a sales person. When prospective clients hear phrases that trigger the image of a sales person, what happens? You know what happens—they become defensive and retreat with rejection-filled phrases like: “Thank you, but we are not interested at this time.” “Send me information and I’ll call you if I’m interested.” “We are happy with our current vendor.” “We have no budget for your product.” “I don’t have the time to consider it, thank you for your call.”

This cycle happens every day, all over the world, by those who have defaulted to predictable phrases.

© 2002 Ari Galper. (310) 399-7331

11

Get Started With Reverse Selling Language™ It’s time to melt away that age-old image of a sales person, so you don’t trigger pressure within your prospective client. Here’s how to start your cold call using Reverse Selling Languagetm. “Hi, maybe you can help me out a bit” That’s it! After that phrase (which should be delivered in a low-key nurturing tone), just pause and wait until your prospective client says, “Sure, I’ll try.” or “What do you need?” Let’s pause here. What is happening in this very brief interaction? You are kindly asking for assistance. You are not pushing to sell anything. You are simply asking for help. When people are asked for help, what happens? Think about your reaction. When someone asks you for help, my guess is, most of you would consider helping someone in need. This brief, yet pressure-free approach immediately begins to create curiosity and diffuse the buyer and seller role. It softens your approach and begins to humanize the conversation. You are doing exactly the reverse of what traditional sales people do. This phrase immediately differentiates you from every other sales call your prospective client has probably received that day.

© 2002 Ari Galper. (310) 399-7331

12

What Do You Say Next? The next phrase you say may be one of the following: “I’m with XYZ Consulting, not sure if you can help me, but we are exploring a project that may or may not be underway at your company. It relates to reducing costs associated with hiring new employees, but I’m not sure if this is something you are open to considering?” “I’m calling to explore if you are still considering looking at ways at

lowering the turnover rate in your sales force…but I’m not even sure if that is something that you still consider an issue worth looking at?” “I’m calling to explore the remote possibility that your company has

ever considered the idea of offering coaching to certain employees to stop any losses of productivity…it’s certainly ok if you haven’t.” How are these phrases different than the previous ones? They focus strictly on a potential problem that the prospective client might be experiencing. What is missing from these phrases? They don’t contain artificial niceties that trigger the image of a sales person. Even your name is not important at this time. Your name is not relevant unless your prospective client asks you. What is relevant is the focus of their potential needs that you may or may not be able to solve.

What is the message behind these phrases? The message is that you are simply calling to investigate the possibility that there may be a need in the company that you might be able to help them with. You are not trying to sell something or even assume they need what you have.

© 2002 Ari Galper. (310) 399-7331

13

Notice at the end of these phrases there is a slight hint of humbleness, like “I’m not sure…” or “It’s certainly okay if you haven’t considered…”. This is important because these phrases help your prospective client begin to feel that you are not making assumptions about his or her needs. You are not being a sales person. In fact, you don’t even sound like a sales person, which is exactly the Reverse Selling Way. With these phrases, you’re being humble, not weak. It’s about integrity, not forced manipulation.

© 2002 Ari Galper. (310) 399-7331

14

Create A Conversation. Not A Pitch. The Reverse Selling Language is based on creating a conversation, not delivering a pitch. Now that you’ve created curiosity from your prospective client, he or she will probably want to know what your company provides and what your intentions are. Now is the time to briefly explain, what problems your product or service can help solve. Here are some examples: “We are a Human Resource consulting firm that helps companies

offload H.R. activities that may be costing your company more money than you want to spend…but then again, I’m not even sure if you have ever considered these losses to be important.” “We are an Executive Coaching firm that helps executives deal with

daily team issues that may be blocking performance…but I’m not even sure if you have productivity issues within your teams.” “I work for an office products company that focuses on business

equipment to keep your business running efficiently…but I’m not even sure if your company looks at ways to improve office productivity.”

“We are a software firm that focuses on identifying areas of your

business that may be inefficient, causing you to lose revenue…but I’m not even sure if that is something you would consider to be important?” Notice how these phrases stay focused on issues and problems. They are not a pitch of your product or service. What’s important are the problems that you can solve. The only way to engage with your prospective client is to focus on problems that you can solve. A sales pitch makes no sense, especially if your prospective client hasn’t acknowledged any problems and a willingness to solve them.

© 2002 Ari Galper. (310) 399-7331

15

If the conversation is about what you have to offer and not about the problems at hand, then you are triggering sales pressure. Help your prospective client feel comfortable sharing his or her issues and watch the cold call turn into a conversation.

Reactions From Your Prospective Client What is your prospective client thinking right about now? He or she might be thinking, “Interesting, where is he going with this?” “Is he going to pitch me his product or just stay with the flow of the conversation which is based on my issues?” “Hmmm, I’m not sensing that this person is trying to pressure me into something, so I may continue this conversation to see where it leads.” This humble conversation takes a life of its own. Now, keep in mind, no approach is perfectly effective every time. You may find someone who is walking out the door and doesn’t have time to talk. You may find someone who has been so turned off by sales people in the past that he or she is hypersensitive to any new person calling. These types of prospective clients need extra handholding and graciousness.

Open, Don’t Close the Conversation The Reverse Selling Mindset and the Reverse Selling Language generate an open environment for honest discussion. They steer away from the notion of going for the sales close. You will find yourself more relaxed, which automatically puts your prospective client more at ease. When you have a brief but relaxed conversation with your prospective client, he or she will be intrigued with what you have to say.

© 2002 Ari Galper. (310) 399-7331

16

Natural Ending Of The Conversation What do most sales people say when they want to create a next appointment? They usually say, “How about if we set up a time for us to have a second call together or I can stop by to chat more about this?” What could go wrong with those predictable sales “next step” phrases? The prospective client could most likely say: “Well, thanks for your time, but just send me information.” or “It sounds intriguing, but now is not a good time.” These phrases could end the conversation permanently. Why were these phrases triggered? Because the excitement of the possibility of a sale causes us to create forward momentum, regardless of the prospective client’s state of mind.

Don’t “Jump The Gun” Here are the phrases that won’t perceive you as “jumping the gun”: “Where do you think we should go from here?” “Not sure if it would make sense, but, would you be open to setting

up a time to talk further? Of course, keep in mind that there will never be any pressure at any time.”

That’s right! You are asking your prospective client how he or she would like to proceed. You’re also asking his or her opinion as to whether they think it makes sense to continue the discussion. Notice, you are also creating reassurance that you will not apply sales pressure. This lets your prospective client feel a sense of control.

© 2002 Ari Galper. (310) 399-7331

17

They must sense that you do not have a hidden agenda (which you shouldn’t have, if you’ve adopted the Reverse Selling Mindset). Remember, your goal is not to close the sale during your first call. Your goal is to open the conversation so your prospective client can let you know how they would like to proceed in the buying process, not the sales process. It’s not about your goal, it about your prospective client’s goal.

What If They Say, “Send Me Information”? At this point they will either suggest a time to chat again or they might say, “Send me information.” Here’s how you can respond to that request: “Not a problem, what would you like me to send you?” Your prospective client will then reply with general information about the topic of your conversation. Then you can reply with:

“Not a problem…what we actually do here is customize information based on specific needs and I wouldn’t feel comfortable sending you material that wasn’t targeted to your needs. What might make sense is if I can customize the information for you based on exactly what your needs are…does that make sense?” What’s the message you’re sending with this phrase? The message is that it makes no sense to send out information until you better understand exactly what their needs are. At this point, if there is not an appointment set, you can use your judgment as to what you’d like to do next. Just keep in mind, those who have adopted the Reverse Selling Mindset and Reverse Selling

© 2002 Ari Galper. (310) 399-7331

18

Language do not create aggressive forward movement and do not sound like sales people.

Delivery Is the Key The way you deliver the Reverse Selling Language is critical. You can only be effective when you converse in a non-aggressive, low-key, nurturing voice. If you are intense or over-confident, you will sound aggressive and can easily trigger an adversarial relationship. Here’s a tip: For those of you who have children, nephews or nieces, think about how you are with them (at least most of the time ☺). Hopefully, you are warm and nurturing, so they feel drawn to you. Most people are drawn to others who diffuse pressure, not create it. Deliver the Reverse Selling Language in a relaxed manner and watch the cold call turn into a conversation.

© 2002 Ari Galper. (310) 399-7331

19

Conclusion Now that you are exposed to a new mindset along with new phrases to help you open conversations, you can begin to generate results. Keep in mind, that it will take some practice to make the Reverse Selling Mindset™ and Reverse Selling Language™ your own. It’s best to find a buddy to role play with and practice the new phrases so they are genuine and conversational. Don’t be too hard on yourself if you find it uncomfortable to be more conversational at first. We have been so programmed to be artificial, it will take a little patience to relearn what we’ve been taught all these years.

Warmest regards and stay in touch.

Ari

© 2002 Ari Galper. (310) 399-7331

20

Learning Options - Reverse Selling™ 1. Ari Speaking to Your Group ♣

Engaging and dynamic presentation

♣

Dramatic Reverse Selling™ stories and case studies

♣

Interactive role-playing with participants

♣

Audience to experience Reverse Selling Mindset™

♣

Applies to any industry containing a buyer/seller relationship

"If you get the chance to see Ari’s presentation, don’t miss it! He is compelling and interactive. His style and tone draws people in, making his audience feel involved, not just listening passively. The night that I saw him speak, the attendees didn’t want the presentation to end!" Mark Better, Learning Specialist, QUALCOMM To learn more, visit: http://www.reverse-selling.com/speaking.html

2. Corporate On-site Training ♣

Half-day on-site session

♣

Live cold-calling

♣

Interactive role-playing

♣

Problem solving of participant selling dilemmas

♣

On-going conference call reinforcement coaching

♣

Reference materials

To learn more, visit: http://www.reverse-selling.com/training.html

© 2002 Ari Galper. (310) 399-7331

21

FREE Reverse Selling™ Newsletter ♣

Monthly Reverse Selling insights

♣

Pre-release e-book and other product announcements

♣

New case studies

♣

List of Ari’s live speaking engagements

♣

Watch the unfolding of the Reverse Selling story worldwide

To receive the most recent Reverse Selling Newsletter, visit: http://www.reverse-selling.com/newsletters.html

Chat With Ari “Live” To chat with Ari “live”, click on the CHAT WITH ARI button on the Reverse Selling™ home page at: http://www.reverse-selling.com/

Share With A Friend If you have a friend who wants to know more about this book, have them visit: http://www.reverse-selling.com/

© 2002 Ari Galper. (310) 399-7331

22

Contact Ari

Ari Galper developed the Reverse Selling™ approach based on more than a decade of experience in sales and sales training, working with Fortune 100 companies including QUALCOMM, United Parcel Service, Clear Channel Communications, Brother International Corporation and Fidelity National Title Company. With an MA in Educational Technology, and his ranking as top sales performer in a variety of companies, Ari brings a unique and contrarian perspective to selling and the sales process. Ari has worked with thousands of sales people and solo professionals from many countries including the U.S., Canada, Australia, U.K. and Singapore. As the author of the e-book Cold Calling: The Reverse Selling Way and sought-after speaker, Ari has been a leader in transforming the buyer and seller role into a pressure-free conversation focusing on client needs.

© 2002 Ari Galper. (310) 399-7331

23