Telesales would have to be one of the world’s most underrated skills. It took me over a decade to really understand how to do it. As one who studied law at university, I can safely say law was a breeze compared to the intricacies of selling over the phone! One of the ideas we teach certain companies looking at selling their services or products to other companies is that while credibility is crucial to the face-to-face aspect of their sales process, a fair bit of brazenness is of more importance on the phone.

We therefore teach a strategy that we refer to as the 'Dr Jekyll/Mr Hyde' approach. This is of particular benefit to companies with a great product or service that comes close to selling itself-providing they get in front of the right person for a few precious moments.

'Mr Hyde' calls the prospect, gets past the gatekeeper using unique ‘Wave Selling” strategies and gets to speak with the decision maker. He then goes into full swing and pulls out all his ammunition using what we refer to as 'generic scripting'. Generic scripts are all-purpose scripts that use ever-constant methods that give the caller a very high chance of momentarily getting the interest of a prospect and getting an appointment.

However, 'Mr Hyde' makes sure that the appointment is set at least a week in advance. This is crucial to the future of the sale. A week is long enough for the average busy prospect to forget the nature of the telephone sales pitch. When in comes time to meet the prospect in comes 'Dr Jekyll', as professional and consultative as is appropriate to the specific sales environment. 'Mr Hyde' is long forgotten and the sale moves ahead.

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