F*ck Cold Calling
How to Generate Your Own Leads 	

(no CRM, inbound, PPC, $, or SEO required)

Collin Stewart,	

Co-Found...
Acknowledgments
Strategic Selling - Miller Heiman	

!

Predictable Revenue - Mack’s notes	

!

High-Output Sales Course - ...
Purpose
Proactively identify Ideal Potential
Clients & open a dialogue with them.
Tools
Google Apps (Gmail & Sheets)	

Yesware (yesware.com)	

Rapportive (rapportive.com)	

Google Search
Stop
Take 5 minutes and install these tools.
The Process
Generate a list of ideal customers	

Email the CEO	

Set up a call with the decision maker	

...	

Close
Ideal Customer Profile
List the core business problem that you
solve.	

!

Identify the types of companies that
would benefi...
Stop
List:	

!

- 3 core business problem you solve.	

!
!

- 3 traits of a company that your product
will benefit most.
Finding a Free List
Look for:	

Industry Associations	

Events	

Conferences	

Local Business Associations	

!

Find:	

Me...
Search Google:
“Association Name” + 	

!

“Member Directory” +	

!

“filetype:xls”	

!
Other search ideas: 	

!
“Region” + ...
Data.com
Great for: 	

!

Quickly creating a free list	

!

Understanding your potential market size	

!

Go to connect.da...
Stop
Take 5 minutes and find a list. 	

!

Take another 5 minutes and create a list
on Data.com. 	

!
!
!
!

Note to self.....
Prospecting
Find the CEO’s name	

Use Google to find their email	

Email them & ask for referral	

Set up a discovery call ...
Find the CEO’s name
“CompanyName CEO”	

!

“CompanyName President”	

!

“CompanyName [Prez/CEO] LinkedIn”	

!
!

Check the...
Find the CEO’s email
“FirstName.LastName@Domain.com”	

!

“FirstName.LastInitial@Domain.com	

!

“FirstName@Domain.com”	

...
Stop.
Go find someone’s email address.
Email the CEO
Subject: Best point of contact	

!

Body:	

Hi FirstName,	

!

Who is the best point of contact to
discuss [...
Setup a discovery call
Body:	

Thank you [Name of CEO]. 	

!

Hi NewContact,	

!

Do you have time for a quick call to dis...
Stop. Hammer time.
Homework.	

!

Find 10 email addresses. 	

!

Send 10 initial emails.
Having a Sales Conversation
Understand the Current Situation	

Identify their Values/Goals/Objectives	

Confirm Your Unders...
DO NOT ANSWER
THEIR QUESTIONS!
Video slide -
Benefits
Whiteboard time.
The Selling “V”
Outcomes

Solution

1.

1.

2.

2.

3.

3.

Values*
The interview
Who are your best customers?	

What do they like about you? Dislike?	

Who are your small/big competitors?	
...
Outcomes
Discuss challenges and opportunities	

How will solving them affect the core
business/bottom line?	

Use the “5 W...
Values
Calibrate your pitch based on their values	

!

What’s important: 	

- speed	

- price	

- quality	

- service	

- ...
Confirmation
List back to them what you heard and ask
if you understand correctly. 	

!

Ask if you’ve missed anything. 	

...
STOP!
Do not pass Go	

Do not collect $200...	

!

Until you’ve had a conversation with each
buying influence.
Buying influences
Large & complex sales will have multiple
buying influences and will require you to
repeat the above steps ...
Close the Next Step
“It looks like we understand what you
need and can provide a solution that will
help you with X,Y, & Z...
The pitch
Review the 3-5 outcomes you identified
earlier and match them with the benefits
your product provides. 	

!

Ask, ...
Proposals suck
Take good notes & write them up
immediately after your meeting.	

!

Fill out the Selling “V” and you’ll ha...
Go sell something...
now.

Collin Stewart,	

Co-Founder & CEO	

voltageCRM.com	

collin@voltageCRM.com
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F*ck cold calling how to generate your own leads 10-22-13

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F*ck cold calling how to generate your own leads 10-22-13

  1. 1. F*ck Cold Calling How to Generate Your Own Leads (no CRM, inbound, PPC, $, or SEO required) Collin Stewart, Co-Founder & CEO voltageCRM.com collin@voltageCRM.com
  2. 2. Acknowledgments Strategic Selling - Miller Heiman ! Predictable Revenue - Mack’s notes ! High-Output Sales Course - thinkific ! Prospecting Blueprint - Google Docs ! Research & Development - Jerry Situ
  3. 3. Purpose Proactively identify Ideal Potential Clients & open a dialogue with them.
  4. 4. Tools Google Apps (Gmail & Sheets) Yesware (yesware.com) Rapportive (rapportive.com) Google Search
  5. 5. Stop Take 5 minutes and install these tools.
  6. 6. The Process Generate a list of ideal customers Email the CEO Set up a call with the decision maker ... Close
  7. 7. Ideal Customer Profile List the core business problem that you solve. ! Identify the types of companies that would benefit most by solving that problem.
  8. 8. Stop List: ! - 3 core business problem you solve. ! ! - 3 traits of a company that your product will benefit most.
  9. 9. Finding a Free List Look for: Industry Associations Events Conferences Local Business Associations ! Find: Member Lists Directories
  10. 10. Search Google: “Association Name” + ! “Member Directory” + ! “filetype:xls” ! Other search ideas: ! “Region” + “Industry” + “Filetype” - Ex. “vancouver designers filetype:xls” ! “site:MemberDomain.com” + “filetype:xls”
  11. 11. Data.com Great for: ! Quickly creating a free list ! Understanding your potential market size ! Go to connect.data.com and select “Advanced Search”
  12. 12. Stop Take 5 minutes and find a list. ! Take another 5 minutes and create a list on Data.com. ! ! ! ! Note to self... show them Data.com trick.
  13. 13. Prospecting Find the CEO’s name Use Google to find their email Email them & ask for referral Set up a discovery call with the DM
  14. 14. Find the CEO’s name “CompanyName CEO” ! “CompanyName President” ! “CompanyName [Prez/CEO] LinkedIn” ! ! Check their “About Us” page
  15. 15. Find the CEO’s email “FirstName.LastName@Domain.com” ! “FirstName.LastInitial@Domain.com ! “FirstName@Domain.com” ! “@domain.com email” ! No luck? Search for a salesperson’s email.
  16. 16. Stop. Go find someone’s email address.
  17. 17. Email the CEO Subject: Best point of contact ! Body: Hi FirstName, ! Who is the best point of contact to discuss [the word descriptor]? ! - Your Name
  18. 18. Setup a discovery call Body: Thank you [Name of CEO]. ! Hi NewContact, ! Do you have time for a quick call to discuss [three word description]? We have/are building X and would like to see if [CompanyName] would be a good fit. ! - Your Name
  19. 19. Stop. Hammer time. Homework. ! Find 10 email addresses. ! Send 10 initial emails.
  20. 20. Having a Sales Conversation Understand the Current Situation Identify their Values/Goals/Objectives Confirm Your Understanding Identify All the Players ! Answer the question: Should we work together?
  21. 21. DO NOT ANSWER THEIR QUESTIONS!
  22. 22. Video slide -
  23. 23. Benefits Whiteboard time.
  24. 24. The Selling “V” Outcomes Solution 1. 1. 2. 2. 3. 3. Values*
  25. 25. The interview Who are your best customers? What do they like about you? Dislike? Who are your small/big competitors? What do they do better/worse than you? Where do you see yourself on that scale? ! Walk me through (the core business function you’ll affect). Who’s involved? How will this impact them?
  26. 26. Outcomes Discuss challenges and opportunities How will solving them affect the core business/bottom line? Use the “5 Whys” technique If you can’t put a $ on it, you haven’t gone deep enough. ! Identify 3-5 core outcomes that will positively impact their business.
  27. 27. Values Calibrate your pitch based on their values ! What’s important: - speed - price - quality - service - ease of use ! Ask them to define it - “what does service look like to you?”
  28. 28. Confirmation List back to them what you heard and ask if you understand correctly. ! Ask if you’ve missed anything. ! Once you get the yes, you may start talking about what you can do for them.
  29. 29. STOP! Do not pass Go Do not collect $200... ! Until you’ve had a conversation with each buying influence.
  30. 30. Buying influences Large & complex sales will have multiple buying influences and will require you to repeat the above steps with each group. ! Don’t forget about: ! Economic - one that writes cheques Technical - one that assesses the details User - one that uses or whose job will be impacted by your solution
  31. 31. Close the Next Step “It looks like we understand what you need and can provide a solution that will help you with X,Y, & Z. ! What do you think our next steps should be?” ! Always ask for a commitment for the next action.
  32. 32. The pitch Review the 3-5 outcomes you identified earlier and match them with the benefits your product provides. ! Ask, “does that sound like it will work for you?” after each outcome.
  33. 33. Proposals suck Take good notes & write them up immediately after your meeting. ! Fill out the Selling “V” and you’ll have a great outline for your presentation/ proposal/etc...
  34. 34. Go sell something... now. Collin Stewart, Co-Founder & CEO voltageCRM.com collin@voltageCRM.com

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