When you are out selling and you come across a name you don't know how to pronounce, you will handle it in one of two ways based upon the logistics of your territory and how many people you are trying to reach and in what time frame. If you have a set number of accounts in your territory and have to make every call count, you will check the pronunciation before you cold call the person. If, on the other hand, you have an unlimited market and are just trying to bang out as many numbers as possible and reach as many people as possible, you will simply play the odds. Let's take a look at both scenarios.

Checking name pronunciation before a cold call

In case number one you have a set territory, say 100 banks in Massachusetts. In this case you will check the names of the people you are cold calling before you go out on calls. If there are any names you do not know how to pronounce, the best approach is to call the company's main number and say, "Hello. I have a message here and I'm having trouble reading the handwriting. The name on the message looks like (you then begin to spell the name you're having trouble with) Mr. P-E-R-F something or other."

Invariably, the receptionist will say the person's full name. Repeat it back, and then say, "And how do you spell that?" (Even though you have it right in front of you.) Once they spell it, you can ask them to pronounce it again if you still don't have it completely down. Next, make your own phonetic spelling of the name so you know how to pronounce it when you cold call.

Playing the odds with names when cold calling

In case number two you basically have an unlimited territory, say tens of thousands of people you can cold call. Perhaps you are an investment advisor who is cleared to do business in 17 states and you are cold calling for leads in the evening where your objective is to reach as many people as possible as quickly as possible. In this case, you'll simply play the odds when making the cold call.

If you are cold calling a business and are unsure of the pronunciation of either the first or last name, simply ask for the person by the name you can pronounce, either the first or last name.

If cold calling a residence, again ask for the first name. If you can't pronounce it for some reason, ask for Mr. / Ms. Last Name.

The most important sales skill in the world  is hardly given any attention. Back in the 80's legendary sales training researcher Rackham proved that of the four phases of the sales cycle that the investigation stage (the sales interview) had the most influence as to whether a sale was made or not in the B2B space.

Why is the sales interview so important?

It is so because within the sales interview you accomplish the following:

- Build trust and rapport

- Qualify

- Learn their goals

- Preempt objections

- Uncover their buying criteria

- Develop ROI

- Shorten the sales cycle

- Uncover additional opportunities

Here we are 20 years later and most of the sales training I have seen is about elevator pitches, cold calling, marketing, handling objections, closing and presenting. I just read four books on sales training and not one of them went into the kind of depth I believe necessary to dramatically boost your skills in this vital area.

Furthermore sales people continually admit to me they talk too much and recent research from HR Chally suggests that the single biggest complain customers have of their suppliers is that they don't understand their business.

No matter which way you look at the issue the sales interview is the most important of all sales skills and it is not being taught well enough, consistently enough; sales people admit it and customers complain about it.

Here is what you need to do to elevate your sales interviewing skills… the most important of all sales skills.

There are five keys:

1. Mind set

2. Preparation

3. Question types

4. Question sequence

5. Note taking

1. Mind set: If you are to evolve into one of the great sales producers of your era or in your industry you'll need to adopt the mind set of helpfulness instead of the mind set of "I gotta make a sale". You telegraph your mindset to the customer and they can sense whether you are there to help them or to sell them. With one your job just got easier to do with the other more difficult. Herein lays the cause of why a large percentage of sales people under perform and struggle to make sales. What is your mind set and it is clear to all your customers?

2. Preparation: This means taking the time to do some research and to prepare written questions in advance of your sales meeting. You need to know what you are going to ask and why you need that information from them. If your mindset is right and if you are there to help that alone should clue you in to what you want to find out. For example you'll want to know about trends effecting their industry and company, their goals, CSF, key metrics they use to measure progress, their challenges and the costs of which if they remain unsolved etc. Preparation is the mark of the professional. I take written questions with me to every meeting. Do you?

3. Question types: there are at least 6 different types of questions we sales pros need to ask in a sales interview. And I do not mean open or closed ended questions. We need to categorize the information we seek and then lead the interview through those steps so that the interview is smooth and logical for the customer. We need questions focused on their goals, obstacles to those goals, pain of living with the obstacles, benefits of their removal and all the items associated with their decision making mechanics including DMC. As you can see those are distinctly different types of questions. One of the big mistakes many struggling sales people make is they fail to ask all of the different types of questions and in so doing leave a tremendous amount of customer knowledge and understanding on the table. This undermines their ability to prove value and ROI and to build a business case for inclusion in their recommendations. (And the customer either sees of senses this a mile away)

4. Question sequence: As implied there is a correct order to ask these different types of questions in. If you use the correct sequence yourself you will unlock all the knowledge you need to differentiate yourself in the market, get fewer objections, uncover more qualified opportunities, shorten the sales cycles and increase your conversion rates. And to think all of this is possible if you ask the right questions in the right order. Can you see why this is the most important of all the sales skills?

5. Note taking: The importance of this should be self evident given the theory behind the aforementioned four points. If you do not capture the key elements of their answers correctly and clearly you will undermine your ability to craft and design ideal, cost effective, relevant solutions for your customers. It is not unusual for me to take six to 15 pages of notes, in point form from a 60 minute customer interview. Accurate clear notes are critical to your success. Do you have any room to improve in this vital area of sales success?

It cannot be over stated how critical mastering the customer conversation or the sales interview is.

p.s. "no one can put you down without your permission" E Roosevelt

The success of any businesses can be directly linked to the capabilities, Professionalism and effectiveness of its sales people.

In order to maximize this effectiveness it is essential that the sales force have been professionally trained in the art of maximizing sales whilst increasing the value your customers see from your product's or service.

To achieve this within your business I would recommend that all of your sales people attend a training program that has been specifically designed around your business plans and future goals.

Each of the modules should be designed around and linked to the products that you sell the markets and customers that you sell them to and type of contact that you have with your existing and potential customers.

If you have not yet engaged your sales people in this type of training then I'm sure you will find the next 25 tried and tested tips of great value.

1. Always Plan & Prepare before you contact your customer.

2. Believe in yourself and your products.

3. What is the USP (Unique Selling Point) of your product or Service?

4. Before any contact always decide what is your goal or objective.

5. Manage your time effectively. What can you do to be more efficient each day and create more time?

6. Ask yourself who is the best performer in your sales team/company and how can you imitate what they are doing?

7. Make sure you are talking to the decision maker.

8. Make sure you begin with an open/killer question - One that cannot be answered with a simple yes or no.

9. Take a consultative approach and try to help your customer rather than just sell to them.

10. When in initial discussions with the customer you should be doing round 30% of the talking with them doing the other 70%.

11. Ask the customer to clarify and commit to the statements they are making. I. e. so are you saying that your current supplier struggles to deliver in the timeframes that they initially promised?

12. Listen to the customer and do not interrupt them.

13. Learn to read body language and take notice of your own. What are you saying to the customer without even speaking?

14. Propose your product or service to the customer in a clear and concise manner.

15. Make sure your customer understands the Features, Advantages and Benefits of your product or service and how it will be suitable for their need.

16. Have you created enough desire to buy? The customer may understand that they have a need but do they feel you have the solution?

17. As your customer considers the cost ask yourself what added value can I offer this customer?

18. If your customer has an objection, test it and then question them in order to refine it and totally understand it.

19. Reassure the customer and answer the objection highlighting the relevant benefits of your product or service.

20. Ask for the order

21. Confirm and close the sale making sure the customers expectations can and will be met.

22. Keep up to date with the latest industry trends and technology developments.

23. Set yourself achievable but challenging targets and understand what you need to do in order to hit them.

24. Ask yourself what can I do to make buying from me easier?

25. When was the last time you refreshed your skills? Book yourself on a sales training course today.

In sales you simply must stand out from all the other salespeople, not just the ones in your industry, but also the other salespeople that are calling on your prospects and customers, as they are taking up their time too. Here are several ways to be unique in sales.

1) Exceed customer expectations. - Under promise and over deliver. Do more than the customer would ever expect you to do. You exceed customer expectations by delivering more, better, and/or faster. Deliver earlier than expected (assuming the customer can take delivery sooner) and deliver more than expected. If your customer tells you they need it within five weeks, deliver it in three, or sooner, if you can. If possible, include a little something extra that the customer wasn't expecting. Focus on always delivering a little more than you are being paid for. If you make it a habit to deliver more than is expected, you will have happy customers.

2) What is your unique selling proposition? - You, your company, and your product have advantages that your competition does not. What are those advantages and unique benefits? You, for one, are the one thing your competition doesn't have. With a simple decision to do so, you can be more focused on and more committed to your customers and prospects than anyone else. Sell the unique value that you, your company, and your product have to offer.

3) Do the other things that many other salespeople don't. - Send thank you notes, follow-up promptly, do what you say you'll do, when you say you'll do it. Send holiday gifts. Ask better questions, know the industry and how it affects your customers and prospects better than the competition does. Be a true business partner with customers and prospects.

4) Build solid relationships with your customers. - Obviously the better your relationships with your customers, the better customers they will be. Work hard at getting customer, and even prospect, information, and use that information to build strong relationships. Show a sincere interest in what your customers and prospects are interested in. Focus on building solid personal relationships with all your contacts.

5) Get a little crazy. - Be different and unique in your approach. Here are some quick examples:

• One salesman we know has a unique way to get to "tough to reach prospects". He buys small plastic skeletons at a Halloween Store and puts them in envelopes with his business card and a note attached; the note reads, "This is me waiting for you to call."

• A woman who is the top salesperson at her company buys cheap baby shoes then attaches a business card and note, "Just trying to get my foot in the door."

• One woman sings to "difficult to reach" prospects on their voice mail.

• Put a helium balloon in a box with your card attached. Just make sure the ceiling isn't too high.

• Another salesperson we know sends his customers a card every month of the year. Valentine's Day, St. Patrick's Day, Cinco de Mayo, the Fourth of July, a birthday, a marriage anniversary, the anniversary date of the day the customer started doing business with you, you name it. Every month is known for something whether it's a major holiday or something like Groundhog Day, so between holidays and personal events, you can find a reason to send a card to customers every month.

Yes, these ideas are a bit out there, but they absolutely work and will definitely set you apart.

6) Get involved in installation and implementation. - There are very few salespeople hanging around the customer's office when the installation and implementation are going on. You should be different. Customers will be very impressed if you're there for installation and implementation. You don't have to go to every single one; however, you should be there for a customer's first install and occasionally on future installs. You will also learn a little bit more about your product, which is a nice side benefit.

Selling requires us to build personal and professional rapport. The better we become at this, the better relationships we'll have and the more we'll sell. But how can we find out more about our prospects and customers and build that rapport?

4 Tips for Better Sales

1) Check out the prospect's office - if you are cold calling and find yourself in a prospect's office, discreetly examine it for pictures, awards, and various other items that identify the prospect's hobbies, interests, alma mater, and other similar facts that may help you build rapport during the cold call. Comment on these items and ask about them.

2) Ask rapport building questions - Here are some sample questions and statements you can use when building rapport on the cold call:

• "Are you from this area originally?"

• "How did you get here?" (If the prospect is from another area of the country.)

• "I see you went to the University of Massachusetts (looking at the diploma on the wall)-I went there too. When were you there?"

• "Did you play any sports or were you involved in any activities there?"

• "I noticed all the birdhouses outside. Is that something you've been interested in for a while?" (If you're visiting the prospect at her home.)

• "Wow, that's a neat sculpture." (Or picture, or whatever it is. Just make the comment and let the prospect react to it.)

• "How did you two meet?" (To a couple you are meeting with.)

• "How did you get the golf trophy?"

• "I used to drive a Cadillac a few years ago. Is that a picture of yours?"

• "Is that a picture of your children?" (You then want to follow with, how old, do they play any sports, other extracurricular activities?)

• "What business are you in?" (If the prospect is an individual at home.)

• "What did you do for work?" (If the prospect is retired.)

• "How did you get into that business?"

• "What are your favorite activities outside of work?"

• "What are your personal goals at this point?"

• "How do you like the United States?" (If the prospect is from another country.)

The more "pleasant" personal information you acquire, the better are your chances of making a good impression on the cold call. Obviously, the most useful topics for discussion are ones in which you share an interest or in which you can share your own stories. Which leads to our next point.

3) Share your personal information as well. - When you share personal information, you become more "real" to the prospect. At the same time, be careful NOT TO dominate the conversation. Let the prospect have the spotlight. You want them to get to know you too however, the primary focus should be on them.

4) Other areas to look at - Ask how long the prospect has been with his company, and what other companies he has worked for. You may have some connections with the previous companies, if not the current one.

What about the person's name? Do you know anyone with the same last name? Even if the person you know is from another part of the country, you can ask if the prospect has relatives there. Also, listen for accents that may give you an idea of the prospect's origins.

Ask about local sports teams and local events. It truly is a small world. Begin probing with the above questions and see what turns up. When you do finally hit a common area of interest, the rapport will begin to build quickly. And that is your key objective during the cold call.

Whatever information you do obtain on the cold call, add it to the prospect's profile. Continue to gather more personal information on future calls. Your overall long-term objective is to get lots of information and turn your customers into friends.

Objections can be the most difficult part of the working day for any sales person. This is especially the case if they are viewed as an obstacle rather than an opening. Here are some useful suggestions on how to handle objections effectively.

1. Always try and ANTICIPATE objections in your presentation and COUNTER-OBJECT before the prospect gets the chance to use them. Too many sales people wait until objections come along. This makes more hard work that is often not necessary with efficient script planning.

2. Never rush your response to an objection. STOP and REFLECT. Show the customer you are listening! Sales people often respond too quickly in these situations. This will often create friction with the client which could also be avoided.

3. Repeat the objection back to the customer. This will buy you time and it will also show that you are interested in what they have to say. It's a good idea to say the same thing but with slightly different wording. It just sounds a bit more natural and less construed.

4. Remember that objections are often a "BUYING SIGNAL" because the customer is questioning your offer. If they had no interest, why would they still be talking to you? Watch out for an objection that is followed by another question! This is another sign that the customer is interested even though their "tone" may not make it that obvious.

5. Ask the customer if they are interested if you think that their objection is just a SMOKESCREEN. Smokescreen objections can be a real time waster for sales people and unfortunately even the more seasoned professionals can fall into this trap. Some clients can feel overpowered by a confident sales person and there only escape is to create a "false objection" A simple way to eradicate this type of problem is by further probing in order to make sure that the objection is genuine.

6. Remember that statistically speaking 3 OBJECTIONS are needed before a person will buy. How many sales people give up after the first or second objection without realizing that this person would have bought if they had persisted a little more? This can be particularly the case when a sales person is experiencing a "Bad Patch"

7. Objections are part and parcel of the Sales Process. Don't let them stop you from reaching your goals. Yes it's true that objections can be a form of unwelcome distraction but the true professional doesn't let them ever get in the way of end goals.

8. LISTEN carefully to objections. They often hold valuable clues about the client's needs and PAIN. An objection can often reveal important information that is often worth noting because even if the customer doesn't buy on this occasion you may know what buttons to press the next time you speak to them.

9. The better you explain your offer, the less objections you will hear! It's important to articulate your presentation in a way that the prospect clearly understands what you're on about. This will help to avoid objections that arise from not clearly understanding what you have said.

10. Wouldn't selling be boring if people never objected? This may appear strange at first but I actually think some customers enjoy the "bartering element" of buying and sales people should be fully aware of this. In my career I've often been congratulated for my persistence. I sometimes imagined that the client hated me by the time we were closing the deal. The reality was often very different in that they actually complimented my stamina and will to overcome all the obstacles that stood in the way.

Remember that attitude plays a huge part when handling objections. It's never about winning a battle of minds. "Think solution and use an agreeing tone rather than a contrasting one!"

The first time I ever worked for a company where I needed to call and speak with leads, I was more than hesitant and shaky. My company was filled with cubicles stuffed with people like me who were hired to contact others who filled out forms asking for more information.

I Was Nervous

As I made my way down the aisle to my new cube, I was surrounded by the sounds of representatives conversing with these interested (or not-so-interested) prospects. When I sat down at my desk and looked at my computer's contact manager, I panicked. I pushed around some paper, organized my pens and paper clips, and continued to "pump myself up." "C'mon Marc, just dial the phone…Be natural…You're not going to sound stupid…You can do this." I pushed around some more paper. After listening to my co-workers in my surrounding cubicles, I finally dialed my first prospect.

"Uh…hi…this Marc Smith, and…uh…I'm calling because you asked for some information…uh, um,…please call me back at…" I realized that I was nervous and that I had almost whispered the entire message into the prospect's voice mail. I certainly didn't want any of my co-workers to hear me.

I dialed another number, and she answered. "Uh, Hi" I exclaimed. "This is Marc Smith with XYZ and I'm calling because you submitted a request for more information. How can I help you?" After that speedy intro, she began to ask me question after question and I answered them. I thought that I was doing great, and that I could now stop whispering. The prospect ended the call saying, "Well, thanks. Let me think about it." I was never able to reach her again.

I Learned A System

Since those early unproductive days of calling prospects and recruiting, I've learned quite a bit and used the information to great success. In the eight years since, I've recruited thousands of individuals. My expertise grew leading me to positions of Director of Recruitment and Senior Vice President of Recruitment and Marketing.

Two Keys to A Great Call

Through my experiences, I've learned that the key to the initial phone call with a new prospect is in the way it begins. Here are the first two steps to a successful call.

1. Take control - Begin the phone call relaxed, cheerful, and in charge. The easiest way to take control of the phone call is through asking a question in the beginning, gaining a yes or no answer, and then continuing with questions. You must have control because you are the expert.

For example, here's a suggestion of the way to begin the conversation Always assume the person answering is the prospect (if the same gender as the name in your contact manager):

"Hi, Lindsay?" She answers. "This is Marc…You requested some information about XYZ. Is this information for yourself?" She answers "Yes". You now are in control of the conversation! By getting this "yes", you can now guide the conversation with your questions to better understand her needs and provide solutions. The person who asks the questions is in control of the conversation.

There is a sales script being distributed that suggests that you should ask, "How can I help you?" or "What can I do for you?" Please don't. Most of the time the prospect is going to bring up cost questions or a list of other customer questions before you can even get to know what she needs. Asking such a wide-open question this early in the call is a rookie mistake, and you may never get control of the call from that point on. Ask a simple "yes" or "no" question and take control.

2. Set the Agenda - Once you have control, then give the outline of the call. Let the prospect know that in order to help, you'll need to ask some questions. Asking questions during the call, not answering them, is vitally important. You'll be able to really understand what the prospect needs and the emotional hot buttons behind those needs.

Equally important is that by asking questions and giving feedback, you'll be developing a strong rapport with your prospect. You'll be building a friendship The easiest way to set the agenda is just to say it: …Is this information for yourself?" She answers, "yes". "Great! Let me start off by asking a few questions so I can better help you." Then, ask the first open-ended question.

Notice two things about this simple agenda-setting sentence. First, you're giving a reason for questions: "so I can better help you." Prospects relax when they know you want to help. Second, you didn't ask if you can ask some questions. You told them you were going to begin asking questions. Remember, you're in control.

What About the Rest of the Call? If you use these two tips in the beginning of your prospect calls, you will be much more productive and your prospects will be more responsive. I had to learn it the hard way, but once I did my prospects became friends who became customers much more often!

Later, I'll give tips for the rest of the call: uncovering needs, building rapport, and leading your new friend to action.