THE STRENGTH TO LIFT A 100-POUND PHONE (September/October 2001 Issue)

Remember what OBEC stands for? OutBound Educational Calls. It's one of the most fun parts of marketing a private practice and yet it's one of the hardest to get people to do. People get scared and that fear makes the phone so heavy they can hardly lift it to make the calls.

I have a few tips about how to become eager -- yes, looking forward to it! -- to make these calls. Let's briefly discuss the what-and-wherefore of these calls first....

OBECs are phone calls to your database designed to inform and educate contacts about your service and increase your professional visibility and credibility in your community. It's educational because people's impression of you is usually limited to the one part they've experienced. So if you gave a speech on, say, dealing with troublesome bosses, the audience won’t know that you help people change jobs. They’ll only refer people having trouble with their bosses--not bad, but not the whole picture, either. The OBEC widens their perceptions.

Here's the format for an OBEC: 1) Greeting, 2) Agenda (two reasons), 3) Timing/Permission, 4) Listening, 5) Wrapup: referrals. It could sound like this...

"Hello, _____, this is [your name], I don't know if you remember me, I'm the one who gave a speech on ____ at the _____ association?... Well I'm calling for two reasons. First, I'm NOT selling anything. When I have time I like to keep my database updated, make sure people still want to receive my newsletter, and I also like to catch up with people -- see how their career is going. Lastly, I'm always eager to provide career solutions for people, so if you think of anyone in career pain I should talk to, I'd love to hear about that, too.

"Before we start, let me check -- do you have about 4-5 minutes now? I'll be brief."

Laying out your agenda up front like this, enables your contact to relax and be free to just talk with you; s/he knows that you'll get from "how are ya?" to "know anyone else I should call?" soon enough, but there’s no pressure.

You begin, "So, let's start with you. Tell me about yourself--how's life in general and career in particular?" Then, listen. Don’t give advice (people don’t act on free advice); just actively listen. "Hmmm, that must feel terrible," "Hmmm, what have you tried so far?" "Wow, you must be proud of that..."

When you've established rapport on an OBEC, switch topics. "_______, I'd like to take a minute to tell you a bit about me and what I'm doing recently, okay? [yes] I enjoy working with clients in challenging career situations. THE BEST LEADS FOR ME ARE PEOPLE WHO:

Have been successful in their careers and are wondering what is next.

Need to define or redefine a career direction.

Have lost/quit their jobs and need an effective job-seeking strategy.

Need coaching about resumes, cover letters, networking, interviewing, and salary negotiations.

Are young adults needing to focus on their skills toward getting their first jobs.

Are returning to work after being home with their children.

Have relocated and need assistance finding a new job in a new location.

Have been through a major life change (divorce, illness) and need to set new goals in finding a job/career location.

"If you come across people like this, do you know how to refer them to me?"

[I guess I just tell them to call, right?]


That will be great, and what works even better is to give me their name. I send them my career newsletter and give them information about my services, then when they are ready, they can call. Or if they're open to it, I'll be glad to call them right away.

"Does that sound like something you can do?"

[sure]

As you wrap up, you can also ask about referrals for speaking engagements, seminars, and presentations, which pay marketing dividends many times over. If you get some, it’s a bonus; but either way, thank the contacts and continue to send your newsletter to them.

Why does the phone weigh 100 pounds for such a friendly call as that? FEAR OF REJECTION. Here are a few thoughts to help you over that.

One: Rejection isn't about you, it's about them. Some people are open-minded, willing to talk, listen, look inside, communicate, connect. Others aren't. No one rejects you; this isn't about you! They just play out their own little life's drama everyday; it's about them. If one of those people doesn't want to talk or even hangs up on you, that's good information: you don't want to waste 34 cents on them to send the newsletter once a month. Be glad you get them off your list.

Two: Quite the opposite of rejection, you'll often experience ACCEPTANCE and appreciation. OBECS open avenues for caring conversations with people. You'll get into great conversations with people about the most amazing things -- as long as you make the call mostly other-centered and show a genuine interest.

Three: Remember how it feels to have someone -- anyone -- care enough to listen to you. Remember those feelings before you dial.

Four: Don't do this alone! Get a calling-buddy and schedule a time so you have "moral support" and a place to vent, kvetch, and celebrate your success. This will make the phone many pounds lighter.

Five: Call "easy" people as a reward for calling the strangers. There are some people on your database that you love to talk to anyway. The phone practically flies into your hands on them, so make that a reward for getting through the riskier calls.

Six: Remember your "mission" in your career counseling work -- I'm sure it's something around healing career pain of some kind, right? Well, the only way to really find the wounded is to ask people to pass along their names. OBECS do that; there's no way around it, so you might as well call now.

I promise you, the more you do, the more they will become easier, lighter, and fun. Believe me there will be a day when you say, "Hmmmmm I think I'll relax and knock off a few OBECS."

Jack Chapman is author of:
Negotiating Your Salary: How to Make $1000 a Minute
He is a career consultant in private practice and runs ongoing support and training teleconference sessions for career consultants in private practice.
He can be reached at 847-251-4727 or jkchapman@aol.com.