The best way to get people's attention and start conversations is by asking about their all-time favorite topics: themselves, their families, or their businesses! So, once prospects have agreed to speak with you, don't tell them about you, ask about them!

By linking your benefit statement and questions to your reason for calling, and using whatever third-party influence or leverage you have, you'll be surprised at the number of interesting conversations you'll get into, even with stone-cold contacts. You'll be even more pleased with the number of scheduled sales meetings that can result from these conversations.

A Process, Not a Script

To Get the Biggest Benefit from the Ohio National Telephone Approach... Focus on learning the process, and adapting the techniques to your markets and selling style. You should basically know what you're going to say before each call, and be ready for the most common types of objections — but, please, do not memorize the sample telephone dialogue modeled here! Telephone tracks usually provide a set of canned responses to almost every situation. That's counterproductive, because memorized responses eliminate the need for thought. In selling, the unexpected always happens, and flexibility, listening, and asking questions are key. Today, the most effective producers are the ones who can think on their feet.