How to use the world's best sales tool
By William May
Published: 09/15/03
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Comments: 0
The fear strikes everyone - owner and property manager alike. No one wants to pick up the telephone to sell people things. If that’s how you feel, I’d like to give you some tips that will not only make it easier, but will actually make it fun. Pure enjoyment, really.
Last week’s newsletter harped on the absolute necessity to answer all email and phone inquiries promptly. I heard from a number of members, and most appreciated the reminder.
A few questioned whether it was really necessary to call people back repeatedly. One said, "Doesn’t that make people mad if you bug them?"
Another member said, "I just don’t have the time because I have another job," but then added she could quit that job if her home just rented fully in the high season. A third member volunteered, "Frankly I’m just too scared to call people back."
If you reacted to last week’s article in this way you are not alone. In even the most sophisticated sales organizations there are very good representatives who succumb to "Phone Fear."
In working in a number of industries I’ve had top producers confide in me that "Some mornings I just can’t put my hand on the phone." From childhood we’ve all been subjected to the irrational paradigm that asking other people for something is somehow improper. Nothing could be further from the truth.
Let’s face it, without assertive behavior (asking for something) no one would get married or, dare I say this, have any children. You have to ask don’t you? And let’s think about other petitioners we meet along the way. Your minister or rabbi sermonize asking parishioners to live a good life don’t they? Teacher and parents plead with children to do their homework and get good grades.
A president of the United States once implored us, "Ask not what your country can do for you but what you can do for your country."
All of these people did so with good intent; to help you do what you probably should be doing. Was it wrong that they also had selfish reasons for asking? The President wanted to get reelected, the teacher wants to be an effective instructor and the minister wants to do a good job for the church.
So why is it that when you need to call a prospective guest and offer them the chance to stay at your wonderful getaway, to sit back and rest, to have the time of their lives, to spend time with their families, to leave their humdrum lives behind for a week or weekend - when you ask them to really enjoy themselves - why is it that any of us should ever feel reluctant?
The answer is that to sell any product, especially one that produces so much joy for customers, you have to understand that you are truly doing them a favor.
I am not suggesting you need to "talk yourself" into any such thinking. I ask you to examine what it is you offer and come to the inescapable conclusion that you are selling a product that guests find highly desirable.
So if that is true, why do you have to call them back at all? Or call them back repeatedly? Here is the answer.
Long ago I attended a seminar on how to sell. It wasn’t my first such class and I had been exposed to similar material from other books and courses. It was wonderful to hear folks get up and explain how learning to sell had improved their lives.
I don’t mean just at their job or earning money to support their families. I mean learning to communicate (to sell) helped improve many other areas of their lives. It taught them how to get their kids to study and their husbands to vote. Little victories perhaps but nonetheless ones that someone needed to sell.
By the way, the seminar was taught by Tom Hopkins. You can buy his training and learn more at his website TomHopkins.com. I heartily recommend his services.
I will never forget one exchange at the seminar. When Tom asked the audience of some 800 people, "When you call someone and they don’t call you back, what does it mean?" he got back many answers. "It means they don’t want your product," said an experienced looking man. "It means they don’t like to be called," said a woman. "No it means they don’t like sales people," said another.
So "How do you know that?" asked Tom and the audience grew strangely quiet. Then one attendee rose and said, "I guess we really don’t know, do we?"
"And that, is exactly the correct answer,." concluded Tom. "When someone doesn’t call you back, it only means one thing - they didn’t call you back. Period. Nothing more. Every other conclusion you make can be wrong."
He pointed out that, like everyone, customers are busy people. They have children and school and jobs and maybe even sick relatives. Sure they want to go on vacation - maybe desperately - but life gets in the way of making reservations.
That is why they need your help. They need reminding in the same way you have to remind your kids to do their homework and your spouse to take out the garbage. And that is why you have to call them, and call repeatedly.
TELEPHONE TECHNIQUES
Now that you’ve accepted the fact that you must call folks back, here are some tips on how to make it easier to do:
First Thing: Make telephoning your highest priority. Remember phoning is what makes the money come in. Don’t distract yourself with bookkeeping, administrative chores or anything else. Do those latter. Pick up the phone and start dialing for dollars. Don’t stop until you’ve reached everyone who has inquired. Do it everyday. Soon, the list will be smaller and it will take less time.
Leave Messages: If you get voice mail or an answering machine ALWAYS leave a message. Start with your name and the Magic Phrase mentioned below, then your phone number and then a VERY short message such as, "Please call me back at 800-XXX-XXXX about the dates we discussed."
Ending like this with an open-ended question is best. It causes them to wonder. It may even cause them to worry about whether the dates have been sold to someone else. NEVER threaten or leave an ultimatum such as "Call me back by Friday or I will sell your dates to someone else."
That makes folks mad or they’ll presume they lost the dates and won’t bother to call to buy the dates you’d love to give them.
Emails: You heard me say responding to emails (and quickly) is important too. But many folks "Hide behind" emails. It easier to email because you don’t have to speak with the person. You don’t have to react immediately. You don’t have to answer new questions. I
f a prospective guest provides a phone number ALWAYS call it first. Don’t be fooled by the latest of communications methods - email. It is a good tool but the phone is far better.
Be Friendly: Just because you fear phoning don’t let it change your personality. Talk on the phone just like you would to your best friend. Say "Hello, how are you" like you really mean it. Learn to keep notes about the names and ages of family members who will be accompanying them on the vacation.
Remember who is coming and from where, what dates they considered and what they hope to enjoy on their trip. Simply give them the same friendly courtesy you would give any of your friends. And guess what, they will become friends perhaps returning year after year to your getaway home.
Speak with them about their dream vacation not your needs or requirements.
The Magic Phrase: Some years ago I picked up a phrase from one of our consulting clients. He called me almost everyday and always started the phoned call with, "Hi this is John. Just wanted to Check In With You." This is a brilliant phrase. By calling regularly he was assured that I hadn’t forgotten his project or put it off for someone else’s project.
But he really didn’t want to bug me. "Checking In" implies that he just wants to let me know he is there. It implies its OK for me not to have anything new to report. It makes it easy for him to call. And me to respond.
Try it when you are calling someone back for the second or third time. Trust me - they know why you’re calling and yet this gives them chance to say they haven’t made a decision. You will be absolutely amazed at how frequently they say things like, "Oh, I’m glad you called." or "I’ve been meaning to call you back but have been tied up."
I have another friend who runs a very successful sports camp for kids. Not only does he teach sports he changes lives of young people by also teaching them about commitment and dedication and courage. He has become a hero of mine in the last few years because of his dedication to children.
He has hundreds of coaches and thousands of kids but every now and then I get a phone call or voicemail from him. His method of "Checking In" goes like this, "Bill this is Fred. Just wanted to let you know I was thinking of you. Thanks for your help. We’ll talk soon."
I don’t know how he finds the time but I do know it makes my day. You have the same ability to make the day of folks who are dying to stay at your vacation home.
Stand Out: You will not anger customers by calling them. But you will impress them. And they will appreciate your call. In fact, if you make phone calls everyday you will bowled over with the universal appreciation you receive for providing great Customer Service.
That will take you right to the top of the class. If you simply call people on the phone you are doing what 19 out of 20 homeowners and property management firms FAIL to do.
It Is Your Job: If you enjoy renting out your home or run a property management business then I ask you to admit that doing the telephoning is your job. No one else is going to do it for you.
And the sooner you get it done the sooner you can go back to the bookkeeping, administration or other tasks that are also important. Plus all of that is a whole lot more fun if your home is fully booked and making you money.
Please see the website section for other ideas:
FEEDBACK: As always I seek your feedback. Please share you thoughts, stories, compliments and complaints on this or any other subject by writing me at Director@VROA.org.
HOME OF THE WEEK: If you want to see the Leaves change color in Maine this autumn call Harp-Hawkins Vacation Rental Homes. They offer six unique seasonal vacation rental homes nestled along the shore of Frenchman’s Bay on Mount Desert Island, Maine. Just minutes away from Acadia National Park. See (Harp-Hawkins.com)Harp-Hawkins.com.
Author: William May – Volunteer, Vacation Rental Association
Blog #: 0029 – 09/15/03
Comments: 0
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