Cold Calling and the Success Mantra Balasubramanian Jayaraman 21st May 2012
Undoubtedly the first 30/60 secondsconversation with your Prospectis very crucial in cold calling.If you fail to get his attention,the whole purpose of the call is defeated.Here are a few ways to improvise your approachand create a window of opportunity by havingan engaging conversation with your prospects.
That’s right, SCRIPT it out.I am not a great believer in having a script.I don’t mean the entire call.Just your opening introduction statement.Like many people, even I believe thatscripting would lead to people soundingmonotonous in their conversations.I have tried this in the past to try sounding casual and impulsive approach tosound more natural.It may be more natural but ultimately it is far less effective.You totally, certainly need to have a well scripted introduction to ensure youmake the most of those few vital seconds where the person decides to listenor drive you off. Remember, if you don’t get their interest here, the call isDOA.
The main purpose of your opener is NOT to establish rapport.It is NOT to make a new friend.It is NOT to go into your sales pitch.And it is NOT to secure a meeting.The primary objective is to get the client to pay attention andnot hang up the phone for another twenty or thirty seconds. It’sto hook them and get them interested enough to give you a littlemore rope. (See Page #9 to learn how).
Do NOT ask “How are you today?”Survey after survey tells us that prospects think this is a out ofdate and insincere question.And let’s be frank; they are right.This question reeks of “salesperson” right from the get go and itputs your prospect on the defensive. If you do this, stop rightnow.
When you do this, you immediately give yourProspect a reason to get rid of you.Instead, use this handy little phrase,“Brian, if I have caught you at a good time,what I would like to do is ask you few questions…”The prospect senses that you’re asking if it’s a good time but what youare really saying is that you’d like to ask some questions. This is a VERYgood and proven technique.
Unexciting! They hear that 20 times a day.It’s a ridiculous claim and by the way, who cares?Do you think they actually believe it?How will that help them solve a hitch they have?If you want a prospect to sit up and take notice,use adverbs that describe the problems that yousolve.For example, you might say, “I work with similar industries orverticals like yours’ who are worried about their Social MediaROI.”
Remember: Your prospect is not expecting your call.You are catching him off guard.Their focus is probably on a completely differentsubject.Therefore your message should be concise and straight to thepoint. Tell them exactly why you’re calling and what you want. Inthe above example, the reason is extremely clear: “… what Iwould like to do is ask you few questions…”
Please!. Sadly, this is the most often ignored section of anopening statement.This is how you get the prospect toactually want to LISTEN longer (see Page #4).When you script your opener put yourself in the client’s shoesand ask “Why would I care?” You must be able to answer thequestion, ‘what’s in it for me?’ The more specific the benefit is,the better your chances of continuing on. What will working withyou (or buying from you) do for that prospect?
Once you’ve established who you are,the company you work for,the reason you are calling andthe benefits your provide,simply ask a question.This will get the prospect involved and engaged. Mostimportantly it will stop you from pitching further. It creates adialogue. It eliminates a monologue
Every word, every nuance, every syllable, even your tone mustbe practiced until it is delivered with absolute conviction.If you don’t practice, it will sound like your reading from a script.If you don’t practice say goodbye to continuing the call. If youdon’t practice, you’ll start to wing it and you will dilute thequality of the call. And that too, will be the end of the call. You’reon stage. Deliver your lines like a Super star.
Stick to the script you’ve developed for the first twenty five live calls.Don’t change a word.You’ll be tempted to try and edit after every call.Note your thoughts but do NOT change it.It will take that long for you to feel comfortablewith the words and it will take that longto properly evaluate the prospect’s response.Only then should you go back and edit your opener. But then onlychange one element of the opener. In doing so, you are controlling the‘variables.’ If you try to revamp the entire thing, you won’t know whatwas working and what was not. Change your benefits. Or change thereason for your call. But do so, one at time and make another twentyfive calls before making any other changes
Create a script which covers:Who you areWhere you are calling from (Company)The purpose of your callAnd benefits to the prospectMessaging:Should be clear and conciseAsk one or more questions (Make it interactive) ALL THE BEST FOR YOUR NEXT COLD CALLING SESSION
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