The Conversion Code, 2nd Edition

Chapter 23Welcome to the Boiler Room

One of my first sales coaches was a telemarketing genius who taught me more about sales than anyone else. He would give a powerful 15- to 20-minute lesson on selling each morning before we started pounding the phones. It was actually the only time he ever spoke to us.

I remember he said, “Most of you will learn more than you will ever earn while you work here.” He was right. There was one lesson in particular that he drew on the chalkboard that perfectly conveys what you will learn in this section of The Conversion Code. It is a very simple drawing and it is branded into my brain (Figure 23.1). I recommend that you engrave it into yours as well. I thought about it on every sales call I've ever made.

He used the visual to explain why enthusiasm and timing matter so much when you are selling over the phone. He said the “iasm” from enthusiasm stood for I Am Sold Myself (Figure 23.2).

Your job on the phone when talking to leads is actually very simple: to get the person more emotionally excited than the cost during the time you have their attention. You have to be so enthusiastic about the product you sell that you get them above the buying line. Then, and only then, you close.

This is exactly why top salespeople discuss price between minutes 36 and 42 of a call and average salespeople discuss it between minutes 13 and 19 (Figure 23.3).¹ Average reps are trying to close before they have the person over the buying line.

Conveniently, the ...