Business Parity: The Elusive Key To Success On The Phone

If you abide by the “laws” of good Business-To-Business-By-Phone®, you bring a number of important values to the phone communication: yourself, your preparation for the call, a powerful and compelling “reason for the call,” a clear sense of what you want to achieve and what the customer\prospect will do differently or better as a result of the call, and a plan for how you want to manage the communication sequence.

The moment of truth arrives when you get your customer or prospect live on the line. You absolutely, positively must communicate as a business peer. Specifically:

. Deliver your opening as planned, with enthusiasm, not breathlessness. Conduct your call in FM, not AM.

. Demonstrate great respect for your prospect or customer’s administrative and support staff, but do not act like one of them nor communicate with them as if you were. Remember that you want to establish parity with your prospect or customer. If you behave as a peer of administrative or support staff, you’ll find it almost impossible to achieve business parity with the real customer.

· Do not diminish yourself with phrases such as, “I know you’re busy ... “ or “Can I take just a minute of your time?” or “I’m just calling to ... “ Make your case. Do not plead for access or apologize for requesting it.

· Attend to your word choice: verbs compel attention and interest better than nouns or adjectives. Say lots of verbs.

· Make sure that each customer and prospect hears your best inflection and modulation. Inflection means variation in your vocal pitch. Modulation means changing your tone of voice and\or pace. A hint: listen to how the great broadcast interviewers do it.