How to Use B.i.n.g.o to Increase Sales

Business Education General Marketing

Last week I was in Las Vegas presenting to a team of about 150 directors of inside sales and the subject was how they could to help their inside sales teams set more appointments. The problem their teams were having (and they are not unique in this way as many of you know through experience) was learning how to handle/bypass initial resistance and persevere through to getting their prospects to agree to an in house meeting. More specifically, the team was getting discouraged after one or two initial objections and giving up too soon. To help them gain perspective on the importance of being persistent, I shared the following sales statistics with them: 48% of sales people never follow up with a prospect 25% of sales people make a second contact and stop 12% of sales people only make three contacts and stop ONLY 10% of sales people make more than three contacts 2% of sales are made on the first contact 3% of sales are made on the second contact 5% of sales are made on the third contact 10% of sales are made on the fourth contact 80% of sales are made on the fifth to twelfth contact In terms of prospecting and asking for the appointment, these statistics are extremely useful. What the directors were finding was that their reps were giving up long before the prospect was ready to say yes to the appointment. What we needed to do was to A) teach the reps how to effectively handle the initial resistance they were getting, and then B) teach them how to persevere long enough to keep asking for the appointment until the prospect said yes. To teach the reps how to handle initial resistance, we developed a playbook of scripted responses that equipped the reps with effective ways of dealing with the objections they get over and over again. Knowing how to confidently handle these objections is the first step to teaching the reps how to persevere in the face of rejection. The second step in persevering long enough to finally get a yes to setting the appointment was to teach the reps that it was not only OK to repeatedly get several no’s or objections, but that it was actually necessary to get them. In other words, we needed to train the reps that more no’s they get, the nearer they were to actually…

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