One of the many things that I love about what I do is seeing the results that Smart Callers worldwide are enjoying. Also, I get great satisfaction when I have the opportunity to help further refine what they develop.

In this chapter I’m sharing examples submitted from fellow Smart Callers out in the field. In some cases you’ll see the finished product that didn’t require any changes; in others I’ll walk you through the process I apply when I review and tweak openings for clients and customers.

How One Rep Used the Smart Calling Process to Craft an Effective Opening

Mike Bartashy sells crates, foam, and cartons. He was previously in the military as a packaging engineer, so he has experience as a buyer and user of these products. Because of his background, Mike smartly targets prospects who sell to the military or their contractors.

Mike says that he does his research and knows everyone that he calls uses and needs what he sells. But he doesn’t sound like he is assuming that in his calls. Mike shared his Smart Call opening:

“Hello ____, I’m Mike Bartashy with ____. I noticed that you do business with [Lockheed Martin, the military, etc.] and/or [recently received a contract] or [currently a supplier to _____]. We help companies like yours that supply these types of industries, with assistance in making sure you are in compliance with any special packaging requirements. We also help you stay informed of the latest regulations and review new projects for you as well. If I may I would like to ask a few questions to see if there is anything that we could help with.”

Pretty good job overall. I like that he shares his Smart Call intelligence and connection, provides his Possible Value Proposition (PVP) about compliance, and then moves them to the questioning.

An Opening Statement Review

Here’s an opening that was sent to me for review by an inside sales rep after I had done a Smart Calling training workshop for her company, an orthodontics supply distributor. This opening is to a dental practice and doctor that she had never done business with before.

“Hello Dr. Sobczak, this is Irene, your sales manager at ____, how are you this morning? [Reply] I was on your website—very interesting—and saw that you offer interceptive treatment. Many of those patients dread the bulky appliances and difficulty flossing and brushing—some even stop using them. We offer bondable devices that eliminate those issues … how do you think they would impact your workday?”

I made a few slight changes:

“Hello Dr. Sobczak, this is Irene, your sales manager at ___, hope you’re having a great day … I was on your website—very interesting—and saw that you offer interceptive treatment. Many other doctors tell me that patients dread the bulky appliances and have difficulty flossing and brushing—some even stop using them. We’ve been able to provide an option that eliminates those issues, meaning [fill in with the result]. I’d like to ask a couple of questions to see if I could provide you some information …”

The main change is using social proof (“many other doctors tell me”) instead of making the statement about what the doctor’s patients dread, since she does not know that as fact, and he could argue it—not the mind-set we want him in.

And instead of saying “bondable devices” (a thing) I suggest saying “options,” which raises curiosity.

I’m not a fan of the question “How do you think they would impact your workday?” because that forces them to think too much at that point. I instead suggested using my standard ending here because I want to get them to give me a “yes” to an easy question to get into the actual questioning.

A Voicemail Statement Makeover

Here’s a voicemail I was sent by a rep calling on owners of fleets of vehicles, selling GPS tracking software. He asked for my input on it. The difference with this one is that he had not read this book or gone through the course. Typically I do not review these, but I wanted to help—and knew I could use it as an instructive case study to help others. Warning: I am not going to be gentle here.

Here’s the “before,” which is a voicemail message on a prospecting call.

“Hello, this is ___ calling from ___, in regard to GPS tracking software for the vehicles and the info I sent you on it. I wanted to see if you had a few minutes to talk so I can learn more about your company, how the fleet operates each day, what your challenges are, and to see if it makes sense to set up a free demo of the product. I know we can help cut expenses and help the fleet be more efficient, but if you have no interest in learning about what I can do for you, I certainly don’t want to waste your time. If you could please return my call, or at least reply to my email and let me know where you stand in regard to this, I would really appreciate that courtesy. I can be reached at _____ … thanks and I hope to hear from you soon.”

There are fatal flaws in just about every sentence.

1. “Hello, this is ___ calling from _____, in regard to GPS tracking software for the vehicles and the info I sent you on it.”

   When you mention your product or service, they can resist that. People don’t buy the product or service; they buy the result. This would make it easy to say, “I don’t need GPS,” or “I’m all set.” Also, we don’t want to make the information that was sent as the reason for the call. They probably did not read it if they did not request it. Sending it is OK, and if they did read it, it’s a bonus.

2. “I wanted to see if you had a few minutes to talk so I can learn more about your company, how the fleet operates each day, what your challenges are, and to see if it makes sense to set up a free demo of the product.”

   The caller is asking for the prospect’s time (for a talk and demo) before he has given any reason at all that the prospect would value. The prospect still has not heard one hint of any possible value he would receive.

3. “I know we can help cut expenses and help the fleet be more efficient …”

   Put yourself in the position of the listener. You have not yet heard anything to suggest that the caller has done any research, or knows anything about your company or the industry. A logical reaction from the prospect would be, “You don’t know a thing about me, nor have you established any credibility.”

4. “… but if you have no interest in learning about what I can do for you, I certainly don’t want to waste your time.”

   Too late. He’s already wasted time.

5. “If you could please return my call, or at least reply to my email and let me know where you stand in regard to this, I would really appreciate that courtesy. I can be reached at _____ … thanks and I hope to hear from you soon.”

   The caller left the same generic message that he undoubtedly left for hundreds of others and he feels he deserves the courtesy of a response! How about the courtesy of knowing something about the person you are calling, personalizing the message, and suggesting some reason why this person might be interested.

OK, so what should our caller say?

First, he should do some Smart Call research and social engineering to ask questions, learn something about the company, the fleet, any challenges they might have, and something about the decision maker. Then he would use that information to tailor a PVP to hint at what he might be able to do for the prospect, pique his curiosity and interest, with the only other goal of getting him talking, not asking for a demo.

Let’s look at a possible version of this.

“Hi, this is ____ with ___. I understand from speaking with your dispatcher, Mike, that a concern you’re having is with the efficiency of your fleet and fuel expenses. We have worked with over 40 other delivery services to cut down on fuel costs and increase their deliveries per hour. To see if it would be worth taking a look at some information I’d like to ask a few questions if I’ve reached you at a good time …”

Another Opening Reviewed and Enhanced

Here’s an example of an opening from a sales pro whose company I had done a Smart Calling workshop for. They provide resources and training for government agencies, branches of the military, correctional facilities, and other social agencies in helping them get people back into the workforce. The rep said the opening was working for him, but would like my input to see if it could be enhanced:

“Hi Mike, I’m _____ with _______. I understand your agency is expanding its program to assist people with disabilities in gaining employment. As you may know, we provide excellent resources to assist job seekers of all types, including individuals with the added barrier of a disability. It is likely that some of the resources we have developed could be helpful to your clientele, and I’d like to spend a few minutes with you on the phone to determine the suitability of our resources for your program.”

This opening is fairly good, but like all good things, it probably could get incrementally better.

Here are my suggestions:

• Take out “as you may know.” It takes up valuable real estate (time) and says nothing. Plus, they might not know (that’s what goes through my mind whenever someone says that to me).
• Take out “added barrier of” This is an example of how we can perform microsurgery on our scripts, trimming a few words without affecting the message.
• Change “It is likely that some of the resources we have developed could be helpful to your clientele,” to “Some of these resources might be helpful to your clientele in finding good jobs more quickly. In fact, the Westbrook Agency has increased their placement rate by 15%.” We strengthen that statement by describing the specific result and giving social proof.

Here is my revision:

“I understand your agency is expanding its program to assist people with disabilities in gaining employment. We work with other agencies like yours, providing resources to help job seekers of all types, including those with disabilities. Some of these resources might be helpful to your clientele in finding good jobs more quickly … In fact, the Westbrook Agency has increased their placement rate by 15%, and I’d like to ask a few questions about your program to see if I could provide some information.”

Two Voicemails Reviewed

Here’s an email I received from a Smart Calling book buyer:

Hi Art, I did a review for you on Amazon for the Smart Calling book. I would like you to evaluate my cold voicemails, please. I sell brokered commercial printing along with distributed branded merchandise and apparel and have one for each.

Good morning [Print Prospect], hope you are having a good Tuesday.

I am Scott with Touchstone Marketing Services. We take the hassle out of print buying by controlling costs with our end to end print management services including online ordering systems. Outsourcing your print management impacts your bottom line, in both money and time allowing you to refocus resources on your job.

I’d like to ask you a couple questions regarding your print spend because I have an idea that, depending what your goals are, would be of great value to you. I’ll call you again Friday morning; in the meantime if you would like to reach out to me my number is ###-###-####. Again Scott with Touchstone Marketing Services, ###-###-####. Thanks.

Promo Products Example

Good morning [promo products prospect], hope you are having a good Tuesday.

I am Scott with Touchstone Marketing Services. We specialize in helping clients better connect their promotional item programs to their brand, and getting stellar results. What sets us apart is our process of understanding the DNA of your brand, your audience profile and specific need, resulting in creating a more targeted impact on your patrons who receive your branded item.

I’d like to ask you a couple of questions regarding your promotional spend because I have an idea just for you that you’ll find uniquely valuable. I’ll call you again Thursday; in the meantime if you are working on a project now, reach out to me at ###-###-####. Again, Scott with Touchstone Marketing Services, ###-###-####. Thanks.

Review of an Opener to Small Business Owners

Here is an opening from a Smart Caller who does mergers and acquisitions for small business owners. He said that most of the business owners he calls are not social-media savvy and are at the higher end of the baby boomer age; therefore, he didn’t feel social media, including LinkedIn, was that necessary for him.

Here are the components of the opening with my comments below each part.

“Hi/Hello, I’m ____, founder [or owner] of Business Strategies, Inc. a local boutique M&A firm located here in Overland Park, Kansas.”

(Note: FYI—this is where I live and work so that’s why I say the area to let them know I’m local, with local knowledge of the Greater Kansas City marketplace or the Midwest depending on whom I am calling and their business location. Or, if I am calling on leads provided by another national out-of-state firm that I represent, then I do say I’m the local affiliate with ABC.)

My comment: That’s fine as is. I like that he is making a local connection.

Next, he should include some other connection, using his Smart Call intelligence or social engineering. For example, “Congrats on the award you just won,” or “I see you just celebrated 30 years in business, great job …”

“I promise not to take up but a few minutes of your valuable time. I am doing some market research today or this week [I use ‘in your local area or industry’ depending on what SIC Codes I’m interested in trying to represent] and I wanted to inquire if you knew any business owners in your [I could use any one of these: local area, trade group, trade association or local Chamber Chapter] who have expressed an interest in developing their exit plan, maybe need some professional assistance with it, or who simply stated they want to retire and sell their business, but don’t know who to contact for help. Is there anyone you would recommend I call and see if I can be of help?”

(NOTE: if they say yes and provide a business name I then ask ‘May I tell them/him/ her/ Mr. /Mrs., etc. I spoke with you and you thought I should call them?’)

My comment: I’m not a fan of the “market research” approach. These are busy business owners. If the first thing they hear is market research, they could likely mentally and emotionally check out. There is no reason for them to stay on the phone. So let’s give them one:

“Mike, I specialize in working with business owners who might—or might not—be in the early stages of exploring possible options to/for [fill in with a value point, i.e. ‘determining the worth of their business to possible buyers,’ ‘thinking about their exit strategy down the road so they can maximize their return …’] and the reason for my call is to see if there’s anyone in your network of business owners who might be in or close to those situations, or perhaps even yourself …” (Notice the messaging here; this would actually include everyone!)

Then he can proceed with questions based on their response, or at least leave it on good terms and plant a seed, and get agreement to stay in touch for when they do reach that point, which everyone does, some sooner than others.

Also, if sending something in advance, I’d suggest a simple handwritten note on personalized stationery, with a live stamp, saying something like, “Mike [mention the connection], I got your name from ____. I work with business owners who ____ [could be similar messaging to the above] and I’ll be calling this week to ask a couple of questions for some direction.”

Bottom line, all he is trying to do is to simply get someone talking, from a positive, open frame of mind—not a resistant one. And I did suggest to him that I still do believe he should be proficient with LinkedIn. Those business owners who are will expect it, and disqualify him if he isn’t.

A Freight Broker Opening

Blake Gehring is a freight broker who calls on businesses that ship via truck or rail. At the time he submitted this he was brand new to sales, just in it for three months. His background for the past seven years had been acting and stand-up comedy in LA. Although he said he is great in person, he was struggling a bit on the phone.

“Hi Art, I’m Blake with ___. I’m sure you’re very busy, so I will be brief.

Marc [last name], a shared connection of ours on LinkedIn, suggested that I reach out to you.

The reason for my call today is that we specialize in working with companies that have high shipping demands, whether they be FTL, LTL, or even on the rails.

As with most companies that I work with, lowering their bottom line on shipping cost is a major concern.

We have seen great results with our current customers so far this year, not only with pricing concerns but also with our on-time and claim-free percentages.

I’d like to ask you a few questions and see if any of these solutions might work for your company.”

An Opening Makeover

Here’s a Smart Calling prospecting opening makeover I had done for a client that really helped him get into more conversations and open up new accounts.

“Hi Ms. Prospect. I’m Joe Seller with Contractor’s Supply. We sell drywall supplies, and I’d like to talk to you about what we have and what you use.”

That’s a yawner. Worse, it causes resistance. There is no connection, and no hint of possible value.

How about this:

“Hi Ms. Prospect, I’m Joe Seller with Contractor’s Supply. In talking with Jean in your office, I understand that your installers now spend quite a bit of time leaving jobs running to your supplier to pick up materials when they need something. What sets us apart is that we have trucks out that offer delivery within an hour when contractors need something. I’d like to ask a few questions to see if what we offer might be of value to you.”

Beware of the Bad Information Floating Around

Here’s an opening statement suggestion I read from a sales trainer and author in an online article. It’s no wonder so many people get beat up on the phone if they practice stuff like this, which is from a supposed expert. While there is a lot of free sales tips and information online, in many cases, that’s exactly what it is worth.

“Hello, this is _______ with Reclamation Services. We specialize in commercial recycling services, and I’d like to ask you about your company’s recycling policy. Do you have just a moment for a couple of quick questions?”

I’m sure you can see the one glaring, critical component that is missing: why the person should take a moment to answer a couple of quick questions. Most busy people who very well might be great prospects see nothing of value in the call, and quickly exit. Even if someone actually does answer the questions in response to an opener like this, consider their frame of mind: They probably are bracing themselves for the sales pitch. They’re tentative and skeptical as they answer the questions—not the desirable state of mind for people you’d like to persuade.

You can fix all of that by using the Smart Calling process in this book. Your opening must make them think that you might be able to do something for them. This sparks their curiosity and interest, earns you the right to take some of their time, and puts them in a more favorable frame of mind to answer your questions—since you’ve already hinted at the payoff for them. This missing component can very easily be added, combined with even the slightest bit of Smart information, making the example much more effective:

“Hello, this is _____ with Reclamation Services. I saw the news on your company blog about your new Green initiative for next quarter. We specialize in commercial recycling services for the _____ industry, by helping companies reduce their trash-hauling expenses, and also cutting their costs on everyday paper goods, in some cases as much as 37%. If I’ve caught you at a good time, I’d like to ask you about your new recycling policy to see if this would be worth your taking a look at.”

While these examples, for most people reading this, are not specific to your industry, my hope is that you were able to spot what was right and wrong, and learned from my thought process where I changed them.

In this edition I replaced all of the makeovers and the case study from the previous edition. However, those are still very relevant and useful, and I have them for you in your Smart Calling Companion Course, SmartCallingBook.com, Chapter 20.