Just this week, one of my coaching clients asked me this question: Do you think we can sell our product by telephone? Its a question that Ive been hearing for years in my seminars. Can X or Y be sold this way? Finally, I wrote the best-selling book, YOU CAN SELL ANYTHING BY TELEPHONE! I stand by this claim; you can still do it, and the onus is on others to prove you cannot. But heres the key, what I didnt reveal in the title: You may or may not be able to do it, profitably. For example, a client that I had done a great job for in the security alarm business decided to buy an interest in a well known consumer electronic technology, and he called me and asked, Can we sell this by phone? Quickly, I calculated that it would be difficult, but achievable. In other words, yes it can be done; but no, it cannot be done, profitably. My instincts told me you just wont get the number of sales to make this a paying proposition, when compared to using alternatives, such as direct mail, and retail sales channels. Anyway, he pushed me for a simple yes or no and I told him it would cost him a day of my time so I could hear more about the pricing, packaging, promotional accompaniments, and so on. He declined to retain me for that, and he went on to lose millions trying to sell this device by phone. As you can imagine, I use this example in many ways, to not only demonstrate something about the telephone as a sales tool, but also something about the value of information and reasoned, seasoned judgment. So, the next time you hear or ask this question, appreciate the answer is yes, but there is always an asterisk next to the word! |
