Opening Statements That Open Doors

Before you can close a deal, you have to effectively open a call. With a little planning and a lot of confidence, your opening statements will lead to productive conversations and sales.

Developing Key Messages

Dave Mrocek, a highly respected sales trainer and consultant in the Twin Cities, encourages salespeople to use a template for their opening statements. "If you have a script, it's too easy to sound like you're reading." A template gives you a plan and an order to follow with preferred questions and statements, and once you use it several times, it will become second nature.

As you think about your key messages, Mrocek advises that you carefully consider what you say first. "Too often, people talk immediately about what they do. That's OK, but it's all for the seller and not the buyer. It's much better to start by talking about a need, issue or condition the buyer can relate to."

Know Your Audience

What is the most important concern your potential customer has? Bill Murray, certified psychologist and president of Eagle Learning Center, tells salespeople to put themselves in the buyer's shoes.

"Sales is about forming relationships, establishing your credibility, finding out what people need and filling the need," says Murray.

Are you calling existing customers? Show them that you understand their needs by referencing prior conversations or their order history. Open your call with fresh new benefits such as ways to save money, new ways to use an old product or examples of benefits others have enjoyed.

If you're calling new prospects, learn more about them. Start a dialogue, but don't launch right into your sales pitch. It might be better to gather information to help you make an effective follow up call.

Practice, Practice, Practice

Try out openings on a co-worker, friend or spouse, to learn what feels natural to you. In fact, even everyday social settings give you an opportunity to practice your opening statement, says Mrocek. The more you practice, the more confident you'll feel.

You'll likely leave lots of voice mail messages. Practice by leaving the message on your own voice mail. Listen objectively or invite others to listen with you. Don't settle until you can confidently deliver your hardest-hitting benefits early and effectively.

Make a Great First Impression

Kelly Burkart is a Twin Cities-based freelance writer.