Secrets of Cold Calling

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Craig James

Business Technology

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Agenda
How to use this medium
Introductions
Content
Closing Q&A

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
What defines a cold call?
First contact
You are unknown to the prospect

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
How does the mere thought of
cold calling make us feel?

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Why is making cold calls unappealing?

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Why is making cold calls unappealing?
Because we expect the worst

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Why is making cold calls unappealing?
“I’m not interested”
“I’m busy” (You’re interrupting me)

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
What makes them “cold”
No rapport has been built
No relationship has been
established
No trust has been earned

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Why else?
We don’t know what to say
when we hear these objections
when we get voice mail
When we get the gatekeeper
when we actually get our target on
the phone!

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
How could we “warm
up” cold calls?
Expectations
You will get more nos than yesses
The best baseball players make
out twice as often as they get a hit!
Attitude
Apprehension - it’s normal!
“I am not a telemarketer!”
Don’t take nos personnally
Rejoice at the yesses!
Worse thing that could happen?

Elements of an Effective
Cold Call
Preparation
Delivery
Discussion
Commitment
Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

Preparation
Get in a positive frame of mind
Identify the right prospect
companies
Determine and identify the right
individual(s) at the company
Conduct research on your prospects
Have a realistic expectation and
goal for your cold calling session
Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
What is a realistic
expectation and goal?
It is not to close a sale
It is to
establish a relationship
by building rapport and trust
stimulate interest and desire
by conveying benefits
determine if prospect is qualified
by asking questions
schedule a meeting or next call

Preparation
Create and practice a 20-second
elevator pitch
Have a set of benefit statements
Have a set of questions to ask
Discovery
FUD
Consider making a pre-call contact
(letter, email)
Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

Preparation
Expect resistance. Have responses
to the most common objections
Set aside large blocks of time to
make your calls.
Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

Delivery
Be confident and self-assured
What you say
Choice of words
Connect with dissatisfaction
Benefit/value statements
How you present
Inflection, pacing
Convey uncertainty as to fit
Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

Delivery
State who you are, the company
you represent, and what you do
Present your concise benefit
statement
Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

Discussion
Ask your short series of discovery
and FUD questions
Open questions for discovery
Leading questions for qualification
Decide if you have a qualified
prospect
Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

Commitment
If so, schedule a meeting or
second discussion
Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
How to handle resistance
I’m not interested”
“I’m busy” (You’re interrupting me)
“We’re happy with our current
provider”
“I hate telemarketers”
“I don’t believe you”

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Summary
Cold calling doesn’t have to be
either unpleasant or unproductive
it doesn’t even have to be cold!
The best way to effectively cold call is to
be prepared (benefits, resistance)
be practiced in your delivery
be skillful in the use of questioning

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Closing Q & A

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Sales Solutions
Service Offerings
Skill Enhancement/Sales Process
Improvement
One-on-One Sales Coaching
Customized Sales Consulting
Strategic and Tactical Advisory
for live deals

Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz
Secrets of Effective Cold Calling
Craig James
Sales Solutions
877-862-8631
info@sales-solutions.biz
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The Sales Solution, at www.sales-solutions.biz

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Secrets of Cold Calling

1. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Secrets of Effective Cold Calling Craig James Sales Solutions July 31st , 2007

2. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Agenda How to use this medium Introductions Content Closing Q&A

3. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz What defines a cold call? First contact You are unknown to the prospect

4. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz How does the mere thought of cold calling make us feel?

5. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Why is making cold calls unappealing?

6. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Why is making cold calls unappealing? Because we expect the worst

7. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Why is making cold calls unappealing? “I’m not interested” “I’m busy” (You’re interrupting me)

8. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Why is making cold calls unappealing? “I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current provider”

9. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Why is making cold calls unappealing? “I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current provider” “I hate telemarketers!”

10. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz What makes them “cold” No rapport has been built No relationship has been established No trust has been earned

11. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Why else? We don’t know what to say when we hear these objections when we get voice mail When we get the gatekeeper when we actually get our target on the phone!

12. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz How could we “warm up” cold calls? Expectations You will get more nos than yesses The best baseball players make out twice as often as they get a hit! Attitude Apprehension - it’s normal! “I am not a telemarketer!” Don’t take nos personnally Rejoice at the yesses! Worse thing that could happen?

13. Elements of an Effective Cold Call Preparation Delivery Discussion Commitment Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

14. Preparation Get in a positive frame of mind Identify the right prospect companies Determine and identify the right individual(s) at the company Conduct research on your prospects Have a realistic expectation and goal for your cold calling session Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

15. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz What is a realistic expectation and goal? It is not to close a sale It is to establish a relationship by building rapport and trust stimulate interest and desire by conveying benefits determine if prospect is qualified by asking questions schedule a meeting or next call

16. Preparation Create and practice a 20-second elevator pitch Have a set of benefit statements Have a set of questions to ask Discovery FUD Consider making a pre-call contact (letter, email) Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

17. Preparation Expect resistance. Have responses to the most common objections Set aside large blocks of time to make your calls. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

18. Delivery Be confident and self-assured What you say Choice of words Connect with dissatisfaction Benefit/value statements How you present Inflection, pacing Convey uncertainty as to fit Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

19. Delivery State who you are, the company you represent, and what you do Present your concise benefit statement Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

20. Discussion Ask your short series of discovery and FUD questions Open questions for discovery Leading questions for qualification Decide if you have a qualified prospect Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

21. Commitment If so, schedule a meeting or second discussion Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz

22. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz How to handle resistance I’m not interested” “I’m busy” (You’re interrupting me) “We’re happy with our current provider” “I hate telemarketers” “I don’t believe you”

23. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Summary Cold calling doesn’t have to be either unpleasant or unproductive it doesn’t even have to be cold! The best way to effectively cold call is to be prepared (benefits, resistance) be practiced in your delivery be skillful in the use of questioning

24. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Closing Q & A

25. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Sales Solutions Service Offerings Skill Enhancement/Sales Process Improvement One-on-One Sales Coaching Customized Sales Consulting Strategic and Tactical Advisory for live deals

26. Sales Solutions 877-862-8631. info@sales-solutions.biz. www.sales-solutions.biz Secrets of Effective Cold Calling Craig James Sales Solutions 877-862-8631 info@sales-solutions.biz Sign up to receive our Free monthly e-newsletter, The Sales Solution, at www.sales-solutions.biz

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