If you ask 100 people what a salesperson should say to a prospect when they first meet on the telephone or in person, you might get 100 different answers. Some people will suggest the salesperson should tell the prospect what they do, and how or why they are different. Others will recommend a thirty second commercial outlining key service or product in a short and persuasive manner. Some might suggest using a "USP" or Unique Selling Proposition to inform the prospect. Most people expect a salesperson to identify themselves as salespeople when they make a telephone call or walk into a building for the first time. This is the way I was taught when my selling career began, and the way many salespeople are still taught to make sales calls.

Each of these responses is ineffective and can limit your success as a salesperson. The responsibility of a salesperson in this situation is to ask the right questions to identify opportunities. The first thing we must understand about receptionist and phone operators is that they are typically friendly people who enjoy helping others in need. However, one of their responsibilities is to act as the gate keeper. The minute they learn a sales person is attempting to get in the door, they often switch gears. In many cases the employee will go into a defensive mode and protect the people they work for. This shift in personality will prevent the salesperson from gaining the information needed to get closer to the account. This rejection can be frustrating and exhausting for many people to take day after day. Fortunately, technology is on our side.

How Technology Changed the Salesperson's Role

There was a time when salespeople were revered for their role as educators of business. When salespeople walked into a business, they were expected to enlighten the business with new information on new products and services. This is one of the reasons that most people expect salespeople to identify themselves. There are certainly industries where sales people are still welcomed into a business or office, but they are harder to find The Medical industry, where pharmaceutical reps make calls on doctors to inform them of medical advancements and procedures, is one example. Today, the important role of education has shifted to a guide to information. Prospective clients who learn how to gather information on-line are finding it easier to get their purchase information and make decisions without ever talking to salesperson unless they have to. Salespeople are finding it more difficult to schedule time with customers and prospects who view us as an interruption in their day and constant source of irritation for gate keepers, buyers or purchasing agents.

This doesn’t mean the end of salespeople. As this technological trend continues salespeople must shift their role to guide prospects to their company’s website and promote a valued resource for information. The use of sales automation, email marketing tactics and multi-channel marketing will promote more traffic to websites and generate more sales efficiently. Technology allows us to track buyer preferences and create custom marketing campaigns designed for specific target markets. Smart businesses will embrace these trends and enhance the salespersons relationships with the power of the Internet to increase sales.

So, What Should a Salesperson Say?

Today’s smart sales force, in a tough Business-to-Business marketplace, will learn how to ask great questions and uncover enough details to determine if a prospect is a good match for their services or products. Asking a receptionist for help will often lower the guard of the toughest gate keeper and provide valuable information which can be used to create interest and ultimately sell the prospect on a service or product. Once an interest is earned, and good information is gathered, a strategic marketing plan can be implemented to establish a strategic partnership with the customer where a successful salesperson will shine.