Your welcome. I can't continue because there is no feedback loop. When I first started in radio ad sales we would get kidded about entering a business and opening with the line--You don't want to buy any radio advertising today do you? Your job is to persuade a prospect to buy radio advertising, not give him a reason to tell you NO. It's not that what you saying will turn off everybody,you should choose words that will not have a chance to be misinterpreted. Here's another phrase that you don't want to start a conversation with--How's business?--You will do well, study your craft never stop trying to learn more about what you do.
I picked that line up somewhere, I think the idea was to beat them to the objection. It is also in my personal advertising spot the station had us make when I first started, it still gets used as fill once in a while. I will not lead with that and use it as a rebuttal, when needed. It will be hard to change this as it has been a phrase I say often.
During my CNA the second and third questions are: "How is your business doing today?" and "Is there room for growth?" I have thought about removing those questions with something else to stimulate conversation about growth. I start my CNA with, "Why did you choose this business?"
I wrote my CNA questions from many different examples when I first started and I know from asking them that certain questions and phrases need to be tweaked. I know that I want my CNA to flow as a guided conversation that gives the client a chance to open up.
The question "Why did you choose this business" is a very good phrase to start with. May I a suggest a little different phrasing. "This is a impressive store that you have, how did you get started in this work."this is a little more conversational. Once you become familiar with the questions of a CNA you will be able ask the right questions at the right time.You will find the best way to go about getting to the close the more calls and presentations that you make.
I was recently told this, "No lying either, you'll never get in the front door.". So what if it is not an impressive store? 
I complement the business and tell them if I have been there before or heard anything about them. Then I get to my questions, I like having a form to fill out. Maybe I will get away from that as I find myself scribbling more and more.
Tomorrow I have a large block of cold-calling to do, so I am working on my script.
Thanks again, I am soaking it all in.
No lying, embellishing the truth okay. The complement is good, the idea is to get them to talk about themselves. After you have done a bunch of CNA's you won't have to look at a list. One thing that may help is have a digital recorder turned on and put it in your shirt pocket. I prefer looking the prospect in the eye. Keep in mind the reason for the CNA is to prepare a presentation that the prospect will agree with right up to and including the close. It's called 'yes' conditioning. A lawyer tactic. It not about you doing your homework. You can find out most everything without the Q/A. The thing you should concentrate on in a personal visit is to make the prospect like and trust you. I've jumped around trying to explain a fool proof method to closing more biz. I hope this helps.
Victor, I have a question which I'm sure you'll have a great answer to. What do you recommend as an approach for getting to a prospect who you don't have the benefit of seeing in his store?
For example a bank/credit union, where the advertising decision maker is the President or Director of Marketing and is surrounded by Gatekeepers whose jobs are to keep the salesmen at bay whether they're calling or visiting in person?
Alex,
I see your question.There is no reply button with your post. This is the only way I can reply. To answer your question,is to change your thinking.The decision maker has a assistant that determines who is worthy of the decision makers time.The assistant's judgement is trusted by the decision maker. I have read many different approaches to this age old problem. Don't try to push by the assistant.Remember she is hired to help her boss help do his job.Identify yourself and who your with and ask for her help. You want to be one of the ones that she considers worthy enough to speak to the decision maker. If you can't make a friend and persuade the assistant that you'er the greatest thing since sliced bread then you probably won't convince the decision maker either.
many approaches
