The manager hung up the phone from his call to his mentor Claudine. They had just finished discussing his telemarketing services superstar "Telesales Tammy". She had a lot of potential and made more calls than anyone else in the office but her closing ratio was no better.

The manager's mentor pointed out that Tammy's cold calling presentation was good but it was canned and the "no's" she heard constantly soon wore down her enthusiasm. Claudine likened it to giving an expert carpenter the tool box of an auto mechanic. The job would get done but it might not be done to the potential of an expert carpenter and that carpenter would get frustrated.

The manager called Tammy into his office and related word-for-word what his mentor described to him earlier.

"Tammy, imagine that you are in a stadium that can seat 100,000 people. Each person represents one of your prospects. You walk up to the microphone on centre field and begin your pitch. Do you think they are going to buy today?"

Tammy said that some might, but most would not; although some might buy another day.

The manager agreed and went on: "Of those 100,000 people, only 3% to 4% are really in the market to buy what you're selling. Another 5% to 7% are open to the idea of evaluating the offer. The rest are either not looking, or they think they're not interested or they're happy with their current supplier. So the question is, do you stand at the microphone in the middle of the stadium and deliver your pitch anyway?"

Tammy laughed at this and said "of course not. I would first separate them out. Maybe by asking one or two questions I can get the people who are in the market to buy to sit in one section. And the people who are open to the idea of evaluating the offer to sit with them. And the ones who think they're not interested to sit in a second section. And in the third section I'd seat those who are not looking and those who are happy with their current supplier."

The manager looked up with interest at what she said because this was almost exactly what Claudine had told him moments ago. "Why would you divide them up like that?" he asked.

To those who are in the market and those who are willing to evaluate the offer, I'd deliver my presentation - the one that was written for us. It's a very good presentation but only appropriate to those who are already in the market.Then, to those who think they're not interested, I would give a different presentation - one that built some rapport and tried to drill down to their needs and see if there was a seed of dissatisfaction at all or maybe to just show them that our company is good to work with. And then the last section - the ones who are not looking or are happy with their current supplier, I'd explain the benefits of doing business with our company and show them how we offer better value than the competition."

The manager was amazed. Tammy knew her business but had felt trapped by the script and process put in front of her.

The manager freed her to do what she could do best and saw a tremendous improvement. She remained enthusiastic every day, the number of calls stayed really high while the quality of her calls improved dramatically. This truly was a telemarketing services success story!

Visit http://www.cchighlights4u.com for part 1 & 2. Then hop over to www.claudinewask.com for instant access to The Cold Calling Game is Up telesales eBook.

Claudine Waskowycz is a veteran telemarketing, telesales and cold calling Champion, sales trainer, who has worked with dozens of organisations to transform their telemarketing campaigns.

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