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Lead Generation Training: What does success sound like?
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| Posted By :
2008-08-19 01:18:13 |
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Improving the sound of your lead generation staff.
What should your lead generator sound like? James Earl Jones? Tommy Lee Jones? Barnaby Jones...okay, probably not Barnaby Jones. But I'm actually not talking about the particulars of tone, accent and inflection. As far as those go, find someone whose voice is pleasing to your ear, and chances are, most people will agree. Here, I'm talking more in terms of the delivery of your information.
So what should your lead generator sound like? Friendly? Courteous? Confident? Of course. However, one of the biggest and most common mistakes in training lead generators is to start with the premise that lead generators should sound just like you on the phone. No one but you can sound like you…and if you try to force your style on someone else you and your employee are in for a very frustrating moment.
Your goal in training your rep should be to bring out the best in their style and help them use their unique
assets. With this in mind the first thing you should do is listen to them speak off the phone and in normal conversation…this is a very telling moment because your rep's natural speaking intonation, articulation,
modulation and inflection should be one of the key reasons why you hired this person in the first place. This person is going to be the face...or rather, the voice of your business.
Assuming you like what you hear…your goal is to help your rep recreate all of these great assets in lead
generation conversations with live prospects. The key is to train your rep on your basic procedures, technology and strategies without trying to change the way they have been speaking all of their lives. It is very common to see your rep change their style when they begin to learn your lead generation script. This is usually the result of them trying to adapt themselves to fit into something that doesn't feel natural to them. See my early post regarding script or no script.
Your task as trainer to help your rep adjust to a structured conversation while still being themselves….you are looking for the best of worlds…adhering to the structure of your sales strategy and qualification process and at the same time be natural, not staged or robotic. One of several ways to do this is to give them lots of information about the company, product or service in question, and have them practice talking about the information and answering questions about it. It's easier to talk naturally about a subject, the more you know about it. And even if you do have them use a script, chances are they will do a better job with it now that they the facts behind what they're talking about.
Its important to let your rep know what you are looking for and that you like their style and sound…you decided to give them the job (to give them your money) because you liked it. The last thing you want to do is change the very thing you hired them for. In fact, work with them to help them find the best way to adapt the script to their individual style. I always like to role play the script and introduce my style and make it clear that my style is all about me and not about them.
Good voice work is more a talent than a commodity. Work to nurture that talent. Invest in cultivating your
reps' individual styles and building on their strengths, and you'll see the dividends almost immediately.
You'll start hearing more, better, stronger conversations and seeing the results in positive outcomes from those calls as well. |
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