Time or Permission?
Picture the scene: Someone is asking you if you’ve got “Time”: Time to answer or fill out a survey, time to look at this latest report or website, time to attend a particular meeting or event… How are you feeling now? Chances are, a little more overwhelmed and somewhat resigned to the fact that more people seem to want more of that precious commodity we seem to have so little of: Time. Draining, isn’t it?
This issue relates very well to telemarketing. It has to do with the image that we help to create in people’s minds, an image of being a time thief, a situation less favourable to them, more favourable to you. It’s far from being ‘win/win’ in their eyes, so you can hardly blame them for thinking and feeling this way.
Permission is one that people have greater control over. They grant you permission to ask them questions related to their situation, goals, etc. Permission to come to their offices and permission to send them email updates periodically for example. Does that feel lighter on your senses already?
So you’re looking for permission to ask questions, and to get to a point with the person you’re speaking with where they feel more comfortable sharing some issues or concerns that you can potentially help them with and they agree to taking a specific step toward further action with you (a “Yes”). Conversely, you’re seeking permission to get to a point where the person you’re speaking with tells you “No” or words to that effect.
People are less inclined to be offended when you ask their permission to do something. After all, unless you can be sure you have their permission, how can you be sure you even have their attention? Without their attention you’re wasting everyone’s time including your own! Here’s a quick example to illustrate how you can break the ice whilst acknowledging the truth of the situation:
“Hello John? John Smith?”
“Yes”
“John, it’s [YOUR NAME] here from XYZ company. Before I say anything else, I’d like to ask your help please: I’m conscious of the fact we’ve never spoken before and feel a little nervous. John, if you feel uncomfortable or the conversation between us gets awkward, can I count on you to say so?
“Well yes” / “Depends what it’s about”/ “What’s this about?” / “What do you do?”
“We work with business owners /directors that [Insert three or four statements about Problems, Issues, Concerns, Situations you resolve]”
or
“John, I was wondering whether you’d be open to looking at some new ways to tackle/overcome/deal with/review [Insert three or four statements about Problems, Issues, Concerns, Situations you resolve or that you know they have]”
When you’re on the telephone, the language we use as well as the way we phrase our words have a bigger impact. There are no visual cues from our prospect to take into account. Too much enthusiasm can kill a call stone dead as much as none at all. To go back to the subject of this post, people tend to prefer that we get to the point and be matter-of-fact. Time is, after all, something we cannot buy back.
Copyright: Shaun Gisbourne 2009
Call +44 208 133 0702 or +44 203 348 8702.
Email: shaun@phoneforbusiness.com
If you enjoyed this article and would like to be kept up to date with future articles from phoneforbusiness, subscribe to our monthly newsletter. Thank You!
What a great and really thought- provoking post! so true, permission marketing applies on the ‘phone as well as other media.
Well put Shaun.
As a busy person I want people to get to the nub. Asking if I have time wastes my time and doesn’t move us forwards.
I like your sample script too.
Spot on Shaun.
My alternative is “Is it convenient to speak for a few moments?” This has the same effect for the same reasons.
If they say No, you can ask when would be a good time to call back. They usually ask what it’s all about, so you can tell them, which is exactly what you were looking for in the first place.
Thank you Diane, Mark and David! Terrific comments all.
The issue with time is that since we’re human, 2 minutes can turn into 5, 5 into 10 and so on. By asking for time you’re asking immediately for access to a limited commodity, and people feel pressure. Permission is something we’re in control of. That is really what the post is about, control. Both parties need worry no more about control as they have equal rights to continue or terminate the call as they see fit.