Here's the third in our series of techniques for setting up sales appointments via the telephone, and here particularly on how to work with the gatekeeper or screen.

Telephone selling skills tip #3. "Pre-sell" the Screen. But speak only in broad concepts. DO NOT become drawn into the details.

In persuading the Screen to put you through to the prospect, you'll obviously need to talk some about your business purpose for calling. But beware of saying too much.

Granted, this puts you on the horns of a dilemma. If you are too vague, you will not get the appointment. But, conversely, the more you talk of the specifics of what you are offering, the more reasons you'll give the Screen for keeping you out: "You work with computers, you say? Well, there's no point in your seeing Mr. Chase, as we already have our own in-house computer expert."

Keep in mind the basic principle: You can't make the sale over the phone, but you can lose it.

Therefore, when you're on the phone, speak in overall conceptual terms of what your product or service WILL DO FOR the organization, not of what it IS, nor of its technical features.

Thus if your consulting focus is on introducing computer systems for increasing productivity, do not say "computers." Instead, speak of "methods for increasing productivity," or "techniques for developing more efficient work-flows."

In explaining to the Screen, focus your communication beyond what your product or service IS in order to speak of what it WILL DO FOR the purchaser. For example, if your specialty is training in telephone marketing, you could say,

"We've been able to help organizations extend their marketing reach to smaller customer accounts, and those in hard-to-reach places. As a result, we typically help our clients increase sales by 15 to 20%."

Notice in this example that there is no mention at all of "telephone," and no mention of "training." But since you're offering the prospect of increasing sales by 20%, how could a Screen reasonably turn you away?

Here are some telephone selling skills models you can adapt:

"I'd like to speak to Mr. Dobson about some methods that may be able to increase your organization's productivity by ten-percent or more, as we have with other firms."

Or, "I'm a design consultant, and I'd like to propose some suggested designs for Ms. White to consider for your next series of advertisements."

Or, "I represent a consulting firm that specializes in financial management. We've worked with a number of organizations like yours, and I believe that we may be able to help you. I do need to speak with Ms. Jensen to find out what your present needs are, and in what directions you'll be moving in the next couple of years."