Jan 23, 2018
One of the most difficult steps in sales is cold calling. It’s a task dripping with anxiety, dread and reluctance. People want to be loved and respected. Inserting ourselves into a place that yields rejection is scary. But this is the problem. Prospects rarely seek out vendors and buy. Waiting around for the phone to ring is a bad plan. So it falls on the seller to make the first move. That first move is often on the telephone. You need to master your cold calling fear.
My definition of a cold call is when you reach out to prospect and they’re not expecting the call. You only have a few seconds to elicit interest making it tricky work. The trick is to have a service mindset focused on learning about the client, understanding their situation, then ascertaining if you can help.
To make this lesson real, we’ll use an example of a real phone call. This call contains a series of steps. Each step has a reason and builds on the previous step.
Do you stink at cold calling? Having a cold-call script you trust stops call reluctance. Meet Pat, build that script and start setting appointments today. Register for the Conquer the Cold Call Consultation
First 10 are free with the coupon code “coldcall”
Pat: Hi Mike, This is Pat Helmers from ACME Everlast You and I just connected on LinkedIn Did I catch you at a bad time. Do you have 1 minute?
Mike: YEAH I GUESS, BUT ONLY A MINUTE
P: We help business owners keep their data safe from costly feral squirrel hackers.
You’ve heard about the squirrel attacks right?
M:YEAH I THINK SO
P: I’m calling because we have a special assessment program to review your vulnerability to squirrels this month and we’re looking for companies between 20-100 employees and I noticed on your website you have Database solution for Oak forest management and by the way that’s a great looking website!
M: OH THANKS WE PAYED A LOT FOR THAT……..
P: Have you been attacked by the squirrels
M: NO NOT YET
P: What would happen if you were to lose the integrity of your database?
M: …….pause …….OH THAT WOULD BE AWFUL: UNHAPPY CLIENTS – REBUILD FROM BACKUPS
P: Really, what else
M: LOST DEALS
P: What else
M: …….pause …….OH I DON’T KNOW I GUESS CREDIT CLIENTS FOR LOST BUSINESS
P: What else
M: …….pause ……. OH I DON”T KNOW PROBABLY MISS OUR YEAR GOAL
P:So that would be bad…
M: OH YEAH WE HAVE EXPANSION PLANS DEPENDENT ON THE INCREASED REVENUE
P: And you’ve not done an assessment on your system before?
M: NO… WE’VE THOUGHT ABOUT IT
P: I’m curious what’s held you back…
M: NEVER REALLY FOUND THE TIME
P: What else?
M: …….pause …….DON’T KNOW IF WE CAN REALLY AFFORD IT
P: Interesting… what else?
M: DON”T KNOW IF WE CAN TRUST THE RESULTS, I BET IT’S ALL A SETUP TO SELL US LOTS OF SERVICES
P: Yes I’ve heard that before…. What else?
M: WELL I GUESS THAT’S ABOUT IT…
P:…….pause …….Sounds it sounds like you’re concerned about a squirrel attack and you’re willing to do something about it but at the same time you want to make sure that you’re making an informed decision that doesn’t cost you and arm and a leg. Is that about right?
M: pause………YEAH I GUESS SO
P: Mike we’ve been doing this for a long time. We just did a company in your town called Soup to Nuts and found 15 breaches open to squirrel attacks. They said the same thing you said.. .if their system was to be attacked it could cost them millions We did a free assessment on them and for a very economical investment they were able to remediate their system and avoid calamity. This isn’t really a question of if but when. Do you think this will happen to you too?
M: I DON”T KNOW
P: Have you ever had your credit card numbers stolen?
P: It’s the same thing right?
M: I GUESS SO
P: If we were to do this assessment, who’s the tech person in your organization we would work with?
M: MARY IS OUR CHIEF TECHNICAL OFFICER
M: YES MARY SMITH
P: Do you think we could start working with Mary Smith tomorrow to get an assessment started?
M: YES I THAT’S POSSIBLE
P: Could you check your email Mike, I just sent you a link do you see it?
P: Great, click on the link and fill in Mary’s contact info. What’s her phone number?
M: OH IT’S 630- 768-3134
P: Let’s see is we can get this schedule for next week. I’ll give Mary a call later today. Sound good
P: Great Mike, well thanks for helping set this up with Mary and when it’s done I’d like to set up a meeting with you for the results. Do you have your calendar up, would this time next week work?
M: LET ME SEE….. YES I CAN DO THAT.
P: Great; Again thanks Mike for everything and for all your help.
Let’s walk through the dialogue step by step and explain what’s going on. Each statement I made has a reason. Notice that most of them are questions. The entire script is choreographed with the following goals:
This scripts assumes you’ve done your homework and have a good idea they are a qualified buyer. You can learn amazing things on social media, their website and the demographic of the customers they serve. It also assumes that you have a value proposition. We’ve covered this in length already but if you can’t easily explain that you serve a specific market with a specific set of needs and desires by provide a specific product/service/solution that have a set of specific benefits. The goal of any cold call is to schedule an appointment.
ONE- Call – Dial, Read the script and get permission to engage in a conversation
Use value proposition to share reason your calling
Ask questions and listen if prospect qualified
Get on the prospects calendar to fully share your value proposition.
Having a cold-call script you trust stops call reluctance. Meet Pat, build that script and start setting appointments today. Register for the Conquer the Cold Call Consultation
On February 23, 2018 Pat offered 10 free consultations. Register here and use the discount code “coldcall”
We have many past episodes we’ve shared with advice on how to cold call . Listen now!