An Appointment-Getting Script that Anticipates a "No"

In the March issue of The American Salesman there is an article authored by Anne Bachrach entitled, "Getting to the Right People". She outlines an appointment-getting approach that anticipates a "No". I like aspects of her script, and wanted to pass this along. At the end of this post, I'll have some observations of my own. Here it is...

Prospect: Hello?

You: Hi, Mr/Ms Prospect, John Dough asked me to give you a call and I promised that I would. John said that you are a successful manager with Acme Widget, is that right?

Prospect: Yes (sheepishly)

You: As a successful manager with Acme Widget, I assume that you are always on the lookout for...

1. Ways to make smarter choices with your money
2. Ways to accelerate the time when you can retire comfortably
3. Portfolio strategies that reduce risk and increase return
4. (Etc. The more personal and focused you can make this piece, the better. Use personal information from the referrer.

Prospect: Yes

You: By the way, Mr/Ms Prospect, my name is Thurston Howell III at Blue Chip Investments, and I specialize in strategies that do this exactly. Would you be willing to get together with me for 15 minutes to discuss how some of these strategies can work in your favor?

Prospect: No (Anticipate a negative response)

You: (Chuckling) That's interesting. A moment ago you said you were always on the lookout for proven strategies that (fill in the blank). The only difference is that when I mention my name and company you say you aren't interested. Tell me...is someone spreading rumors about me that I should know about?

Prospect: (Most likely the prospect will assure you that this isn't the case, and assure that no rumors are being spread)

You: Well that's a relief. In that case, let's get together next week and you can give me a clear idea at what you want to accomplish. In fact, I see that I'm going to be in your area on Wednesday at 10:00 AM. How about then?

My Observations

1. This approach recognizes that relationships with prospects aren't made on the phone, they are made face-to-face. The objective of this call is to sell nothing but the initial appointment.
2. In this particular instance, the prospect has been referred to the advisor. However, using the 'gimmick' of not identifying yourself to the referral in the first few sentences might also backfire. What if the advisor was given an especially strong referral from his/her best client? Would this approach work? It might not...in fact it might anger your best client too. I'd be cautious using this approach with everyone.
3. I like the distinctive use of humor. Oftentimes, selling is performance. Here is a script that mocks the tens of millions of bad phone solicitations that have preceded you. The humor also let's the prospect in on the joke...and allows prospect and advisor laugh together.
4. This approach could be easily adapted to use as a complete cold-call. In fact, it might even work better as a cold-call, than to a person who is referred to you.

Hope this helps. Talk to you soon.

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