By Scott Channell

A successful appointment setter who has been using my system for about a year wrote me and asked, “I have followed your other advice, but I am not sure of what to say – why am I calling back the prospect again, etc? For example, the prospect and I had a short conversation that resulted in some relationship building, but I could not get the appointment then. What are some things I can say when I call back to give it another shot?” 

First, you do not call someone back merely because some schmo who will never buy from you asked you to. You are in charge of your time and you don’t invest it merely because maybe… possibly… under some circumstances… you MIGHT get an appointment and a new account.

There are three prerequisites to a follow-up call and a scripting strategy that you must use. Let me share them.

Note: all of this is more thoroughly covered in the book, seminar-in-a-box and the live seminars.

Prerequisite #1: You tried hard to DISQUALIFY THEM on the initial call.

This is counter intuitive. You are not trying to keep it alive you are trying to kill it. Frustrated appointment setters in low productivity land are wimps who call back anybody with a pulse and spend way too much time in “maybeland.” Successful appointment setters only call back with good reason.

Example: They ask you to call back after your initial 30-second set the appointment pitch. Your response goes something like this…

“Sure, I would be happy to call you back. When would you like me to call?”

“30 days? Sure. May I ask why you would like a call at that time?”

Now you listen. If they give you a non-specific, no reason, general BS answer, you respond with something like this…

“I could do that, but let me say this… we do a lot of this… companies like A, B and C use us because of benefits 1, 2 and 3. If you don’t think it would be worthwhile for us to schedule a time to meet in 30 days just tell me and I won’t be on your back.”

If they respond with a specific good reason to call back answer – call them. If they don’t, just be direct. Tell them it doesn’t sound like this is a good time to schedule a meeting and go to Plan B.

Prerequisite #2: Plan B

People buy from those they trust who have credibility in their eyes. Repeated consistent “touches” build credibility and trust. Without multiple touches delivered consistently they don’t know you, trust you, nor are you credible in their eyes.

So offer them Plan B. Plan B is your offer of valuable information and strategies (valuable to them, not you) delivered over a period of time. It is set up to be delivered automatically without day to day involvement by you. This is simple to set up and I discuss this extensively at the seminar and in the seminar-in-a-box. 

If they are serious and real they will opt-in… call them back sooner, maybe 6 weeks. If they won’t opt-in… call them back later, maybe six months.

Prerequisite #3: They fit the profile of a good account.

Meaning……… that they share many of the characteristics of your best accounts. You look to SIC codes, employee ranges and revenue ranges and only call those who look like your best accounts.

BIG BIG mistake made commonly by frustrated appointment setters in low productivity land is to spend way too much time calling suspects who fall outside of their best account profile because they “don’t want to miss anyone.” Very dumb.

There are usually far more good quality suspects to call than you have time to call. Don’t spend time calling lower probability lower value suspects when you could be spending the same time calling high probability higher value suspects. 

Sooooooooo………………………..
When you call back…

1. They tightly fit the profile of your best accounts. If you jump through all the appointment setting hoops and close a deal, it will probably be worth it.

2. They have been on your Plan B multiple touch program so they now know you, how credible you are and the valuable benefits you deliver.

3. You made an active attempt to disqualify them on the first call, so they are a prime suspect.

When you call back, simply restate your tightly written 30-second set the appointment pitch. Don’t assume they will remember you. Don’t try to jog their memory. Simply restate what you said the first time you called them…. and add…

“Ms. Jones, we spoke a month ago and you indicated it would be easier for you to find time on your calendar if I called you back on this date. I would like to get together – state dates – would you have some time?

DO NOT confuse them with more info they have not heard before.

Repeat and reinforce what they have heard before so that they have clarity about who you are, what you do, how credible you are and the benefits you deliver.

Ask for the meeting.

Don’t dilute your message by adding unnecessary words.

Of course, more info about all these steps is provided in the book, Seminar-In-A-Box and at the live seminars.

Best wishes with your callbacks,
Scott Channell

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