Clearly this month's theme is all about Marketing and Sales. I mean really, we're all back from the squishy, mooshy, eat-lots-of-food-networky December goodness, so how could my theme for January be anything other than Marketing and Sales.

In the last two weeks, I've been talking (a lot) with clients and prospects about setting up sales scripts. One prospect recently asked: "I need to get my past clients to sign up for my new programs. How do I make calls to my past clients and tell them about what I'm doing since I've already reached out to them so much in the past?"

BAckground: This gal is changing her business model to expand and she needed to re-enroll her past clients into the new program/process.

Here's my response: Be direct. Be honest. 

How many of us have received calls where we know there is a pitch coming, and it is a painful minute waiting for it to show up. I've even got to a point with some callers where I interrupt the script and ask them, "how much?"  "what do you want me to do?"  "Do I need to re sign-up to the list?" because I just can't wait to get to the end of the very slow build. It's painful and also makes me feel like the caller is just not proud of what they have to offer to get right to the point.

You know me, I love building relationships with clients. These calls are about sales and closing a "sale". Calling past clients, you've already got a relationship (I hope). This call is not a 20 minute chat. There is a time and place for that, this ain't it.

Sales calls are to get an action to happen like an introduction to a new product, service or something else you have. Even when I already know you, it's a call where you ask me to take action, ask for permission to send me something, or put me on a list so you eventually take action.

Which means you need to know what you want to have happen!

To respect the people you're calling, and your own time and energy, being direct and clear about your ask is the only way to go. One of the best ways to be that clear is to draw up a very very VERY simple script with your ask built in.  Make a short one for when you get someone live and one when you get voice mail. Make your ask very simple and clear. This is a 1-2 minute conversation at the most.

• "please call me back."
• "please check your email for something I sent you and call me."
• "please may I add you to my new mailing list?"

When you get to the point, everyone appreciates it.

As an added bonus, the people who choose to not be a part of your new program/services have just made your life easier because you can now spend you time on people who really do value your new stuff.  If you just can't let them go, you can ask them for referrals to  people who may be a better fit. I don't recommend this though. Call me and I'll tell you why.

So there you go - please be direct not slimy. Thus endeth the lesson. ;-)

Jessica

Wanna know more about me and what I do? I'm over at Room To Breathe, working with small businesses sos they can take over the world (or at least their part of it!)