In a fast moving world, there are two key drivers that have skewed the business landscape over the last few years; competition overload and information overload. Both create commercial clutter, which means its very hard to get noticed in business today. The surplus society tells you there are too many similar companies with too many similar people, with similar experience and similar qualifications, selling similar products and services to similar clients and customers for similar prices.

How do you cut through? If youre in sales, your fight is on two fronts expertise and trust. Added together, they make your credibility. When you have credibility, it shouldnt be too hard to win the business you need to. And you make yourself credible by building relationships; by getting seen, known and trusted by the people that count your contacts, customers or clients.

The problem is that were all too busy. My One Step Removed Rule applies to business interactions today. Sales professionals now do coffee when they should do lunch, phone when they should meet, email when they should phone and text when they should email. Yet in my years as a professional networker, Ive failed to find anyone who could build a better relationship by phone and email than I could face to face.

Phone and email have done more to enhance sales than any other tools. Yet the fact remains that nothing is as powerful in closing as a face to face meeting. So lets go through a few practical scripts and tips that can secure you that all important one to one.

To start with, you must understand that a meeting is the ultimate in business contact. Its anywhere from five to 105 minutes of quality, personal, focused and hopefully uninterrupted time with a potential new customer/client. Thats gold dust, and depending on your sales process, it must be the aim of your key interactions.

How do we get our prospects to agree to this? We need a few different approaches dependent on how and when were asking for the meeting. For instance, when youre out networking, you should rarely ask for a meeting straight away. To do so often puts you in selling mode, and networking is not selling. If you connect with somebody, and feel they might have problems you can solve, you first of all ask permission to call. Heres a few phrases I use;

Depending on how you currently ___________, we may be able to help you. Would it be okay if I gave you a call next week to learn a little more about your situation?

You mentioned earlier that ___________. Ive just solved a similar problem recently for one of my customers. How would you feel if I called you next week to see if I could do the same for you?

You say that ____________. Ive got a couple of ideas on how I may be able to help you with that. How about I give you a call next week so I can find out a little more about your company?

The traditional introductory cold letter or referral puts you in a similar position of using the follow up call to secure the meeting.

To Meet Or Not To Meet?

Depending on what you sell and the way you sell it, to meet or not to meet is ultimately your riddle to solve. Its certainly easier to sell face to face than the phone because your prospects are further down the road of commitment and closer to closing. The face to face interaction also allows you to use all means of communication at your disposal, which can make you more influential and persuasive.

That said, there is an argument to take the call as far as you possible can, so all thats left to do when you actually see them is signing the deal. We can make more money, but not more time, so if you can prove value and gain commitment there and then, there is no reason to meet. Some deals can actually be done on the phone. If they are in the right place at the right time, with the tight need and the right budget, why not? No sense in going for a meeting needlessly!

So when you make that follow up call, your primary objective might be the actual sale, although it is usually a meeting. At the very least, your call should give enough information and benefits to arouse them and inspire them to know more. Any overselling or overburdening with costs, features and closes could induce resistance and allow them to make a no decision while theyre on the call. Heres a few strategies for creating the impetus to make a meeting both welcomed and logical;

Herding

By mentioning other customers/clients (either specifically or generally) that youve helped or worked with, you use the power of social proof through third party endorsements. If their competitors have used you, theyll be mindful of being outside the herd.

John, weve had success with a couple of companies just like yours that has allowed them to __________.

Julie, weve done some very interesting things with XYZ company that has resulted in __________.

Due Diligence

Its good to be armed and dangerous. By learning something about them before the call (either from your networking or your research), you can use phrases like;

Amanda, we know youre looking for more clients...

I spoke to someone that uses your products and he said how you pride yourself on your technology...

You mentioned that youre expanding at the moment...

It says on your website that you pride yourself on customer loyalty...

This shows you were listening and/or that youre serious about doing business. Youve taken some time and effort to get to know them, and that can only be a good thing.

Generate Interest

Someone has to see a reason to talk to you before they meet with you. And if they do agree to meet, it will only come on the back of concrete benefits, hooks or incentives. Think what it would take to meet if you were them. One way to engage is to ask meaningful questions;

The reason for my call is Ive worked with a number of others in your industry, helping them to achieve __________ and depending on what you currently do with your __________, I might be able to help you in a similar way.

I wondered if I could ask you a couple of questions about the way you _________, as weve provided some pretty innovative solutions for a number of other organisations like yours and helped them avoid __________.

Oversell At Your Peril!

Telling them you can heal the world, save them millions or solve all their earthly problems might raise credibility issues! Art Sobczak, one of the worlds greatest experts in winning business by phone, advocates the use of weasel words. These under promise so you can over deliver. A few examples;

Ive got a couple of ideas on how we could get you more clients...

Depending on what youre doing with _________, there may be a chance we could ________.

If you _____________, then I might be able to help you __________.

Ask

If you dont ask you dont get! Having generated interest, they hopefully want to know more and perhaps see you to take things to the next level. Its rare theyll actually ask you to come in, so youve got to ask the courageous question. This is often easier if youve scripted out a few great things to say in such a situation. Here are a few;

Jim, Im thinking it might be nice to chat this over together. Have you got your diary there?

Im just wondering if its best we meet. What do you think?

Id be happy coming over to see you if you think there might be something I could help you on with _________.

Im coming to _______ on Thurs. Would it be okay if I popped in to show you what we did to help a company that had exactly your problem?

We could talk through a few ideas, but how would you feel about getting together for 20 mins and seeing __________ in action/for real/close up?

Ending 1

If you can see the whites of their eyes, you can be more persuasive and take the relationship deeper in a shorter space of time. You can build trust and rapport if you can get them one to one, and give yourself the best possible chance to solve their problems. And that means more sales!

Ending 2

Never underestimate the power of a meeting. It builds trust, rapport and commitment better than anything else. People buy people more than they buy phone calls and emails. So get out there, meet people face to face and give them every opportunity to like you and buy your solutions to their problems.