A common challenge for salespeople is that it is becoming increasingly difficult to reach decision makers by telephone. Add to that the rare occasion that you might actually receive a response to your messages and you will certainly understand why some salespeople have given up on the idea of using the telephone for sales calls. 

I think that's a mistake. A telephone call is second only to an in person visit as a means of communicating effectively with your prospects and customers. But I understand that the phone call doesn't work if you don't actually get to talk with someone.  

So what's the best way to increase your rate of success in reaching decision makers and in getting your calls returned? 

Plan what you’ll say before dialing the phone. 

Sounds too simple, right? Well it can be simple. Even so, don't omit this crucial step before making your phone calls. 

Start by determining the results you'd like to achieve in making your calls. Defining your desired outcomes establishes your mindset going into the call. It also allows you to plan for the various scenarios you may encounter once the connection is made. 

For example, the conversation you may have with a "gatekeeper" will be very different than the conversation you want to have with the decision maker. Likewise, in the event that you reach voice mail, you'll want to deliver a message that compels the decision maker to return your call; and that could be much different than what you'd say to the same person when you talk directly with her. 

To get yourself ready to accomplish these objectives, write a script for each of those scenarios. Your script is not something to memorize and recite or read. Use your script as talking points to keep your conversation on track. Rehearse your script and know it so well that it flows naturally. Become the script. 

The script I'm suggesting should not sound stilted or artificial. Make it conversational, though not too familiar. Your script should always be truthful and should never imply benefits or results you can't realistically deliver, that are improbable or that are atypical.  

Most importantly, remember that regardless of the objectives you want to achieve, your conversation should address and revolve around your customer's needs. Answer your customer's question, "What's in it for me?" You will accomplish your goals if you help your customers accomplish theirs. 

Ó 2006 Patrick A. Hassett. All rights reserved. 

Pat Hassett draws on more than 30 years experience in sales, sales management and sales support roles across several industries. He stands ready to help you increase your sales, your profitability and your customer loyalty through the use of customer-centric sales methods, high level customer service and customer relationship management tools. To learn more about how SalesNow! can help you, go to www.salesnowonline.com or write to infalesNowOnline.com.