How to sell on a cold call? Check yourself, when you are answering a phone call, you probably know within seconds that the call is going to be a sales call. Most of the times it is the uncertainty in the voice of the caller or perhaps an over exposed confident tone and a volume that comes across unnatural. You can smell the sweat, and you can smell that this is going to be a sales call.
So when you are on the phone to prospects – how do you sound? What do you say, and how do your tone and voice may be contradicting your message, and is forming an unwanted context?
When I was training new sales reps doing cold calls, their body reaction had been between overly stiff and robotic, to overall flimsy and hyper nervous.
Calling a CEO with little to no plan will make you nervous. When the “What is it regarding?” will get you dropping your pants and make you spitting out features and benefits of your offering, then you probably already know that you have already lost the game.
When you call the CEO or anyone high ranked, you probably think that they are somewhat “better” than you. They are not a better person than you. They are different, perhaps older with more experience, and also had a little bit of luck on their side. You know, success comes to those who work hard for it. So do you. Your time will come.
Here are 3 steps for the perfect opening in your cold call
1. Legitimate your importance – by title, company or 3rd party reference
Would you take a call from Google? I knew that you say yes. Even if you guess that they want to sell you an AdWords optimization product? Still yes? Why? It is not that Larry Page is on the other end of the line. How about a Senior Vice President and Industry Lead for YOUR vertical from ACME Inc.? Debatable, but probably yes? How about naming a credible and relevant reference?
“Hello Paul, this is John Doe from ACME Inc., I am the Industry Lead and Senior Vice President for Automotive, and I had been in talks with…” <insert one of the following> “a competitor,” “the industry association,” “an admirable & relevant company (like e.G.: Google)”….
Always stay within the horizon of the prospect. Don’t over kill. If you call a regional SMB business, don’t reference a CEO from a Fortune 50 company, unless it is indeed relevant.
2. To sell on a cold call – surprise by asking a “Killer” question
When you have taken yourself the permission to ask the one question, make sure to ask an open ended question which will need to make your prospect think. It will not do much good to ask trivial things which you could have gotten from someone else (someone much easier to reach). Ask about a topic which most likely is keeping your prospect up at night. What is important to a CEO? Profits, market share, the next investment round, losing or winning something. How does your offering relate to that?
3. To sell on a cold call – always bang on a buying motive
When asking your killer question, or when you give your introduction statement, always hit on a buying motive. As Gordon Gekko has put it: “Greed, for the lack of a better word, is good.” Sometimes an even better motive is much better and stronger: Fear of a future loss. Phrase your killer question by hinting on the buying motive:
“Paul, many local car rentals I am speaking to – same size as you – are experiencing a stellar decline in pre-bookings, as travel websites like >>YouKnowWho.com<< are taking away search traffic on the internet… What will you do, not to lose business, particularly since large rentals are dominating the internet?”
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