(SFX: "speak easy"-style jazz music)

(SFX: Steady foot steps)

(Character speaks in "gumshoe" voice. "Cannon/N" refers to mic placement for "Narrator" effect)

(Cannon/N)
My name is Cannon. Sam Cannon. You know me. I'm the one you see on the road all the time. Always in a hurry. My business is, well, let's just say I'm in the people business. For me, every day is a new experience with the unknown. New streets to walk. New faces to deal with. New doors to knock on. I get up each day knowing that the next door I knock on could be the one that lands me in the hospital. And I go to sleep knowing that the next day I'll be doing it all again.

(SFX stop)

(Cannon/N)
Yeah, you know me. I'm a home care rep.

(SFX: music re-enters)

(Cannon/N)
I'm here to tell ya a bit about what I do. More specifically, about how, after a lot of mistakes--and boy oh boy, I've made a few doozies!--I've gotten a lot of them cold call routines down pretty good. Like how to set objectives--and how to make sure you meet 'em. How to get past the gatekeeper. How to build rapport. How to lead off with a good, benefit-packed opening, and more.

I call this "The Case of The Successful Cold Call."

It was a Monday, 7:30 am, and I was in the car on my way to my first calls of the day when the phone rang.

(SFX: Phone ringing)

(Cannon)
Hello. Cannon.

(Josie)
Hi Sam, it's Josie, how ya doing?

(Cannon)
I'm doing great, Josie, just great.

(Cannon/N)
It was Josie Malone, a key contact in the old Sam Cannon intelligence-gathering network. She's a nurse over at Urban Hospital, an account I'd been serving for years.

(Cannon)
What's up, Josie?

(Josie)
Got a hot one for ya, Sam. New pediatrician in town, opened an office right over on Maple Street. She's been treating a lot of asthma patients. Name's Dr. Robbins.

(Cannon)
Hmmm. Sounds like she could be a good referral source for the new WynCo Nebulizer. You know, I could offer her and her patients a good price on those babies--and some great back up service, too.

(Josie)
I know you can--that's why I called you, ya big lug. Now go out there and sell her!

(Cannon/N)
I told Josie I would. Then I asked her some more questions. I wanted everything she had on Dr. Robbins. I knew that the more info I had, the better chance I had of customizing my approach, and pushing the right buttons when I made a cold call on the doctor. After all, just because it's called a cold call doesn't mean you should go in cold--that's the kiss of death. And information and preparation is what helps you warm it up a bit.

After Josie had told me everything she knew, I thanked her for the tip. I also made a mental note to follow up with a quick thank you card as soon as I got the chance. It's a good way to ensure that those tips keep coming.

Robbins' office was right on my way, so I thought I would make the good doctor my first call of the day. But not before calling ahead.

(SFX: phone dialing)

(Receptionist)
Hello, Dr. Robbins' office.

(Cannon)
Hello, can you please tell me the doctor's office hours?

(Receptionist)
Certainly, sir. The doctor is here in the office on Monday mornings from 8-1 and Thursday afternoons from 2-6. Other hours she's doing rounds over at Urban.

(Cannon)
Thank you very much. Goodbye.

(Receptionist)
Goodbye, sir.

(Cannon/N)
I've learned from experience that office hours can vary--a lot. Many physicians spend a good part of their practice making rounds or performing surgery. It always pays to call ahead and just make sure they'll be there when you are. As my daddy used to say, "you can't play to an empty theater."

(SFX: Car parking, engine shutting off, similar appropriate sounds)

(Cannon/N)
I pulled up to the medical arts building a little after 8:00, and prepared myself for the cold call. First I opened my notebook. It's what I use to keep a record of the details of every call I make. For repeat calls on a prospect, I'd review this before I go in, but now, of course, I just started a new section.

(Cannon)
(as if writing) Robbins, Dr. Sally. Pediatrician.

(Cannon/N)
I wrote down all the information Josie had given me. It wasn't much, but it was a heck of a start. It was fresh in my mind now, but I knew by the end of the day it would get all mixed up in my mind with all the the other facts I had picked up on my other calls. That's why I was writin' it down now. From these facts I wrote out my objectives for the call. I read them back to myself several times. Then I gathered up some literature on the WynCo Nebulizer out of my portable file, and I picked up the sample unit I keep in my trunk. I also brought in some business cards, and some of those little pens I had made up on the cheap. Each of them says Cannon. Sam Cannon. And my phone number. People tend to keep 'em. So I tend to give 'em out.

As I hotfooted it over to the doctor's office, I mentally reviewed my objectives for this cold call. You always have to have objectives, or else how do you know if you did any good? The way I figured it, I wanted to do several things. I wanted to make sure they knew who Sam Cannon was, my company and all the products I could get 'em. I wanted to get more information about Dr. Robbins' practice, above and beyond the good start Josie had given me. Like how many patients she referred for nebulizers in a given month, for example, or what other needs she may have that I could help her with--like oxygen, or apnea monitors. And, I'd want to establish some sort of next step--set up a formal follow-up appointment, or see if she didn't mind me dropping by on occasion. But, most importantly, I'd want to get her to agree that my nebulizer and the back up service we offered could provide value to her and her patients--and have her agree to consider a referral.

(SFX: Creaking door. Door close. Busy office sound effects.)

(Cannon/N)
There were several patients in the waiting room. Cute little tykes with runny noses, mostly. And their moms and dads. I made my way up to the receptionist's desk. Now, a lot of times, the receptionist may be a key referral source, or the nurse. But Josie had told me that Dr. Robbins, being relatively new in practice, liked to make all those decisions herself. So in this particular case, I knew it was the physician I needed to talk to.

Still, I needed to build a rapport with this receptionist. After all, one day, as Dr. Robbins' practice grows--with the support of Sam Cannon and his products of course--she may become too busy to make the referrals herself, and this receptionist will become more of a decisionmaker. And I want her to think of yours truly as her numero uno. But that was the future. More to the point, I needed to catch her eye because I wanted to talk to the doc today, and she was the one who would decide whether I'd be in like flynn, or get the old heave ho.

There are a lot of ways to build rapport, but they all hinge on one thing--making the other person feel important, not like a servant. And certainly, not like the dragon lady. After all, she was probably doing something important before I stuck my head in. At best, I'm an interruption, so it's certainly in my best interest to make talking to me a pleasure, rather than a chore. Also, about half the time, she's probably related to the doctor, anyway, so you bet treating her bad would be like shooting yourself in the foot. I never forget that this is a business fueled by relationships. And relationships--good or bad--start from the very first moment.

There's a convenient acronym I remember when I'm looking to find something to start the ball rolling. It's IMPACT. That stands for Interests, "how's your garden coming?"; Milestones, "Doctor, I heard your paper was accepted at the Pediatrics Conference--congratulations"; Personal Compliment, but only if it is sincere, "oh, what a nice watch!;" Assistance, or asking for help, like "Ms. Receptionist, I'm having a hard time getting a hold of the doctor, when would be a good time to catch her?"; Current Events, but nothing too controversial like religion or politics, "did you read about that little girl who was saved from the fire, wasn't that wonderful!;" and finally, Turf, "Nurse, do you get to work with a lot of different patients?" I-Interests. M-Milestones. P-Personal compliment. A-Assistance, C-Current Events, T-Turf. Put that together and it spells IMPACT. And that's what I get when I use it.

I saw by the tag on the receptionist's blouse that her name was Sandy. In the next few seconds, I scanned the space around her for clues. Clues to some interest she had that I could share, or something could sincerely compliment. Then I saw the mug she was drinking from--it had the insignia of the local football team.

(Sandy)
May I help you, sir?

(Cannon)
Yes, Sandy, you can. My name is Cannon. Sam Cannon. I'm with the Double H Equipment Company, oh, here's my card. I have some information for Dr. Robbins about the new WynCo Nebulizer. A lot of physicians in the area have found the WynCo to be especially convenient for their younger patients because of the unit's small size and especially quiet operation. And Double H also has published this coloring book that tells kids a little bit about asthma and nebulizers and so on, hopefully making the experience a bit more pleasant for 'em. I have one of the books here, and I also took the liberty of bringing in a sample unit to show the doctor how it works. Does she have a few minutes to learn more about this?

(Sandy)
(As if looking at the coloring book) Hmmm. What a neat idea, games and stuff. Well, Dr. Robbins does have a full day this morning. This is one of the only two days she has hours, and all the kids come in today, on Monday, after the weekend.

(Cannon)
I know. I can see you're busy, but if the doctor can invest about 5 minutes, I'll be glad to "wait my turn." I think both she--and her patients--will benefit from this new unit.

(Sandy)
Okay. I'll check for you...

(Cannon)
Thank you.

(SFX: Picking up phone)

(Sandy)
Doctor, there's a gentleman here with a new type of nebulizer that's good for children, and he also has some coloring books for the children that have games and coloring and activities about asthma and nebulizers and stuff.

(Pause)
Uh huh. Okay.

(SFX: Hang up)

(Sandy)
She said she would see you, but you will need to sit and wait for awhile.

(Cannon)
That's just fine. Thank you for your help, Sandy.. Hey--did you see the game yesterday, was that an upset or what? Frazier caught two touchdowns!

(Sandy)
Yeah, it was a good game--Frazier is my favorite. I remember in that game last week, he...

(Her conversation moves to background under Cannon's narration)

(Cannon/N)
We made small talk for a few minutes, until another patient came in, and I politely ended the conversation so she could greet the new arrival.

(Cannon)
I see things are getting busy again, I'll get out of your way and let you help these people...

(Sandy)
Thank you, Sam. Yes, ma'am, may I help you?

(Cannon/N)
I turned around and began to make a beeline toward an empty chair at the opposite end of the waiting room. But I hadn't gotten two steps when, from behind the door, I heard a shot!

(SFX: Scream.)

(SFX: Musical sting)

(Network Announcer)
Has our hero wandered onto the scene of a dastardly crime? Will he have to take Sandy "downtown"? And, most importantly, will he get in to see the doctor today? Find out in Part Two of "The Case of the Successful Cold Call."

(snip)

(Show Announcer)
In pioneer days, hearty men and women rode west to build new lives. But life was hard on the frontier, and many people might not have made it without the products and services of people like..."Pat Dillon--Western Home Care Rep."

(SFX: Fanfare)

Today's episode--The Apprentice.

(SFX: 2 sets of slow, steady horse's hooves under throughout, as if two reps are continually riding. Also may want to include occasional "crow" sounds, "wind" and others to help create and maintain illusion.)

(Kid)
Gee, Pat, I really appreciate you lettin' me ride with ya on yer calls today. They say yer the best there ever was. That you can out plan, out probe and out close any rep in the west.

(Pat)
Well, that's nice of you to say, Kid. I've been on the trail a long spell, and I work real hard.

(Kid)
I was hopin' that while we were riding over to the next call, you could sort of help me brush up a bit on presenting features and benefits, and on doing good product demonstrations.

(Pat)
Sure thing, Kid. You know all about probing for needs and all that. I know cause I saw ya do it real good at our last call. The next step is to take the needs you've determined, figure out what products and services you got can meet those needs, and then go on and make your presentation.

(Kid)
Well, I know all the benefits of my product--can't I just impress them with all the great things my product offers?

(Pat)
Ain't the way to go, Kid. You'll take up too much time, and the referral source'll get ornery 'cause you ain't presenting' information that's important to 'em. You got to just present the benefits that will help them see that you can fill the need they have--and make you the sale. Look here, you got feeding tubes, right? And they can offer a lot of benefits--flexibility, ease of entry, durability and more. But, when you probe the clinical supervisor at a home care agency, you find out that their home care patients are having a problem with tissue trauma with the current brand. That they get calls from patients saying they're brusin' a lot. So you know to start out your presentation of your feeding tubes with their ease-of-entry design, for minimum tissue damage and maximum patient comfort. But before that, start with the bottom-line benefit--the supervisor and her people won't get any more phone calls complaining about feeding tube bruises.

(Kid)
Wait, you lost me, which is the benefit?

(Pat)
Okay. A feature is a product characteristic. A benefit is the way this feature can improve things for the referral source. And there may be a lot of benefits at different levels. For example, you got your horsephone?

(Kid)
Couldn't live without it. I always want to keep in touch when I'm out on the trail.

(Pat)
Okay, your horsephone has speed dial capability. That's the feature. Now, the benefit to you is that you don't have to spend the time to push all them buttons to call someone--one button is all it takes, so you save time. You can also say the benefit is that you don't have to rummage through your saddle bag to find the number, saving time and trouble. Or even saving your life, 'cause while you're not paying attention to the trail you could hit a cactus and get thrown. So there are a lot of levels of benefits. You need to think through the bottom line benefit to the referral source. Is it that the patients aren't bruising--that's a direct benefit to the patient, and an indirect, but still important benefit to the supervisor and home care nurse or therapist. But the main benefit to the referral source is that they're not getting calls and complaints from patients, so they feel they are giving better care, and also saving time and grief. Got it?

(Kid)
Yeah... That's real smart, Pat.

(Pat)
Just remember that people buy because they see that what you got meets a need that they got--and it might be a need that they ain't even aware of. Many a good product has gone unsold because the rep failed to match the need up with a product benefit. Kid, don't let that happen to you. Don't ever assume that the benefits leading from a feature are obvious to the listener. Odds are, they ain't making that logical jump, no matter how obvious it seems to you. So, start them out with the benefit, "Clinical supervisor, our feeding tubes can save you time, and save your patients discomfort." So now you've got her attention. But you can't leave it like that, because you need the credibility of the feature. How can your product do that? So you create the bridge. Back up the benefits with the facts. "The reason for that is...the tapered tube design," or whatever. Oh, and be sure to do it just like that. One feature. One benefit. Don't say "the feeding tube offers less tissue trauma and longer life because of its design and durability." That's too confusing.

(Kid)
I see. You determine a need that they have. Then show how your product meets that need--a benefit to them. Then show how the feature, or characteristic, of the product leads to that benefit.

(Pat)
All there is to it.

(Kid)
Okay, but what about when we're not the only ones selling that product, and another company has us licked on price.

(Pat)
Well, a lot of that is meeting objections, which is a whole 'nother topic. But there is something to be said about presenting the features and benefits of yourself and our fine company to differentiate yourself from the competition. And that's done in a similar way. Let's say you sell the prospect on the feeding tube, and then she says "I like it, but OtherFella Company has most of the products you have and sells 'em for less." Well, then probe to find out what value-added services are important to them. Maybe it's the fact that our technicians will work with the patients and caregivers and show them how to use the equipment, and also give them a hotline number to call with problems, so the doctor doesn't have to get technical-based phone calls in the middle of the night. So there's your benefit--"working with us causes you less hassle, doctor." Your bridge, "the reason for that is," and your features--"more personal service and direct hotline access." Remember when you're presenting the features and benefits of your company not to make a lot of inflated claims. A lot of greenhorns say "we're the best" with a lot of conviction, but they're just blowing smoke, and don't think the referral source don't know it. Stick with real, need-meeting benefits, and back them up with real world features, and you'll be sitting' pretty.

(Kid)
Pat, you make it seem so easy.

(Pat)
Ain't no magic to it, Kid. Try it. It works.

(Kid)
What about using visuals, Pat? You know, like brochures, posters, technical drawings and other stuff. A lot of people really warm up to them pretty pictures.

(Pat)
Oh boy, they do, and so do a lot of home care reps! Matter of fact, they like 'em so much that they just end up reading the captions from the visual and lettin' 'em do the selling job for 'em. Or worse yet, they end up lettin' the referral source read it or look it over all by themselves! That ain't good. You need to set up a balance, using the visuals to support your presentation by illustrating benefits, helping explain a complex concept or even gettin' the attention of an indifferent referral source. Using visuals can also help keep you on track, helping you keep complete and organized and discussing only the relevant points. They can add credibility to your presentation, and also help the prospect retain the information because he or she is both seeing and hearing about it.

But, and this is real important--don't let them take control of the visual. If they do, they'll be reading or looking over it themselves, and not listening to you. If they grab for it, say something like, "I'll be glad to leave this brochure with you when we're through, but right now, let me just show you that feature that we were discussing." You hold the visual, and step them through it as you see fit.

(Kid)
That makes good sense. So let's say I got me a good visual I want to show to a referral source. How do I prepare it?

(Pat)
It ain't so much preparing it as much as it is preparing you. For example, don't just pull out the visual and try to figure it out while you're sitting there in the referral source's office. Examine it and get familiar with it beforehand. And, practice your presentation, choosing those points most relevant to your presentation. This helps you sound knowledgeable and professional, as well as keeping you from straying and trying to explain the entire visual. They say a picture is worth a thousand words. Whoever said that probably weren't no home care rep. We don't have the time to do that much yappin'.

Also, plan when you're going to pull out the visual. Do you want to open the call with it, or use it later to summarize points?

And, make sure you are in a physical position that allows you to present the visual effectively. For example, if you're talking as you and the doctor are walking down a hallway, trying to show a visual may be downright silly! Also, try to sit next to the viewer when possible, rather than on the opposite side of the desk, where you'll have to be looking at the visual upside down. Another important thing to do is to introduce the visual to put it in context. Don't just say "here's a visual." Say "And speaking of the tapered design of these feeding tubes, here's a technical drawing that shows how we've been able to create a more comfortable shape without sacrificing reliability."

(Kid)
Do you consider the product itself a visual?

(Pat)
Showing the product itself is a visual presentation, sure, and most of what I said before, appropriately adapted, of course, goes double for product presentations.

But before you invest the time in a product presentation, take a few minutes to qualify the referral source. Ask if, assuming they like what they see, they'd be ready to start making referrals for the piece of equipment, and do so in the near future, and of course, send those referrals to you, not a competitor offering the same or similar product.

Also tell them in advance that you'll need about 10-15 minutes, or however long you need, to demonstrate the product adequately, and ask them if they can arrange a quiet meeting place, free of distractions.

Once you start, you're basically presenting the features and benefits of the product, using the product itself as the visual aid. So you've got to make sure you know everything there is to know about the product--you can't keep referring back to the literature as you talk. If this is a problem, call the manufacturer's rep and have them give you a hand, either in preparation, or, if necessary, in person.

Also, make sure that the demo you're using works, and works properly. It may sound obvious, but you can certainly imagine the embarrassment of showing how "great" the product is, and then it tuckers out on their desk. Along the same lines, make sure you also bring with you any accessories that are needed and any printed literature. Many reps are in too much of a hurry and only grab the equipment, without thinking what else is necessary for its use.

Be sure to keep the demonstration simple. Like I said before, stick to the main features and benefits the referral source is interested in--don't get bogged down in too many extra benefits, and certainly avoid the detailed technical specs, except, of course, if they ask.

Only after you've told them and shown them what you need to, let the referral source touch it, try it, work it--making sure they use the appropriate amount of caution, of course. Let 'em work up a likin' for it.

Then, after all your hard labors, make sure you close, and get a commitment of some kind.

(SFX: Horses rearing. Sounds of far away yelling, commotion)

(Pat, Kid)
Whoa boy. Steady there.

(Kid)
Looky at that! What in tarnation?

(Pat)
That's Dangerous Dan McLevitt, the rep with OtherFella Company.

(Kid)
Boy he don't look too happy, riding on that rail like that! And those town people chasin' him with the tar and feathers!

(Pat)
Well, won't be the first time. Dangerous Dan makes a habit of bringin messed-up equipment to product presentations. One time, he turned on a ventilator in a doctor's office and blew out the power in the whole building. Like I said, you got to make sure your product is in good working order!

(Kid)
Poor guy. Well, at least that means we're gettin' close to town.

(Pat)
Yeah, pardner, just about a quarter mile to go.

(Kid)
Pat, what's the name of the town we're going to again?

(Pat)
It's called Goodhealth. Goodhealth, Arizona.

(Kid)
(as if looking) Goodhealth. Goodhealth. You know, I don't see it on this here map.

(Pat)
Well, it wasn't always called Goodhealth. Used to be called Tombstone. Until me and my home care products came to town. Let's ride.

(SFX: Horse whinny, galloping hooves)

(Big orchestral ending, appropriate to genre)

(SFX: Musical scale)

(Network Announcer)
You are tuned to the HIDA Network. Quality home care sales training since 1978.

(Upbeat, rising music. Audience applause throughout.)

(snip)

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