Cold Calling In The 21st Century


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  • Cold Calling In The 21st Century

    1. 1. Training Session I Jessica Gasperini and Kay Kelison Cold Calling in the 21 st Century
    2. 2. Course Outline <ul><li>Creative Ways to Create Interest </li></ul><ul><li>Working with Passive Candidates </li></ul><ul><li>Getting Past the Gatekeeper </li></ul><ul><li>Cold Call “Powerful Word Tracks” </li></ul><ul><li>Cool Tools: Make Your Cold Calls Warm ! </li></ul>
    3. 3. Working with Passive Candidates <ul><li>While much advice exists on addressing candidates who have initiated their own job search; not many experts talk about what happens once a passive candidate picks up the phone and says, “Hello?”. </li></ul><ul><li>Making that initial call to a truly passive lead can be a scary moment. In this section we will review a handful of tips to help break the ice and overcome that awkwardness. </li></ul>
    4. 4. Tip #1: Network, Don’t Sell!
    5. 5. Tip #2: Plan, plan, plan <ul><li>Develop a “call list” of who you want to call the night before you start. </li></ul><ul><li>Do any research you need to ahead of time </li></ul><ul><li>Block time on your calendar to focus on this and only this </li></ul><ul><li>With a well planned list, we should be able to get </li></ul><ul><li>Through 50-75 calls in a day. </li></ul>
    6. 6. Tip #3: Email First But don’t stop there! <ul><li>When possible, start your conversation with an email. It may seem counter-intuitive to begin a “conversation” with an email, particularly in the context of this training, but great recruiters will use every tool at their disposal to connect with talent and e-mail is as powerful a communication tool as the phone. </li></ul><ul><li>Email is the quickest, most unobtrusive and most commonly accepted way to establish rapport today. Using both the phone and email strongly increases the likelihood you will make a connection. </li></ul>
    7. 7. Tip #4: No Doesn't Always Mean No <ul><li>In Sales objections are seen as buying signals. </li></ul><ul><li>This also applies to sourcing. </li></ul><ul><li>The best passive candidates are successful and busy people so if you just accepted this initial “no” all the time then you will not likely speak to many good people. Once someone answers you may get some initial resistance to the conversation or even a very outspoken “no”, but you can often overcome this initial reaction. Once you do, a great relationship may blossom with your new contact and you will find that the effort will be worthwhile. </li></ul><ul><li>An initial “no” could mean many other things besides “I’m not interested in what you have to say” so it is important that you investigate a bit before giving up. For </li></ul><ul><li>example, it could mean “I’m very busy right now,” in which case you should simply offer to call at a more convenient time and schedule a follow up. It could also mean they are having a bad day, or are very tired, and this is just not something they </li></ul><ul><li>Want to do right now. </li></ul>MAYBE
    8. 8. Email/Call Strategies <ul><li>The best method is a four-step approach where the first step is an unobtrusive, non-solicitous networking request email. Remember that you are reaching out to someone who may not be actively looking for new opportunities. They will not likely respond well to bait-and-switch messages or overt recruitment approaches. When reaching out to passive leads via e-mail do not directly solicit them for employment in any way. Your initial contact email should include: </li></ul><ul><ul><li>1. Asking them if they would be receptive to networking with you </li></ul></ul><ul><ul><li>2. Mention that you are initiating contact electronically out of respect for their time and privacy </li></ul></ul><ul><ul><li>3. A clear way to get in touch with you privately (i.e. your phone number) </li></ul></ul><ul><ul><li>4. Enough detail so they can decide if you are worthy of a reply </li></ul></ul><ul><li>Leave a quick and simple voicemail the following day indicating your desire to speak with them for networking purposes. Keep it brief, inform them of your intent to network, and clearly state the best way to get in touch with you. After your first voicemail attempt an e-mail follow-through greatly increases the chance of a return call because it bridges the gap between the “electronic” world where spammers exists, and the “live” world of phone calls and face-to-face meetings. The subject line on your follow-up email should reference the voicemail you just left by having a “date stamp” like this: &quot;Follow-through on my voicemail from today mm/dd/yy.&quot; </li></ul>
    9. 9. Creative Ways to Create Interest <ul><li>Assemble “Opportunity Portfolios” </li></ul><ul><li>Email a Video Clip </li></ul>
    10. 10. Getting Through The Gatekeeper
    11. 11. <ul><ul><li>There are only 2 things you really need to do with the gatekeeper. </li></ul></ul><ul><ul><ul><li>Ask for HELP </li></ul></ul></ul><ul><ul><ul><li>Get a Name </li></ul></ul></ul><ul><ul><li>Asking for help is an easy thing to do. People in general like to help each other. Just be honest and relaxed and you will be amazed what happens. Once you have the name of the person you want to connect with it's easy, just expect to be put through. </li></ul></ul><ul><ul><li>Concept of the Gatekeeper Approach </li></ul></ul>
    12. 12. How to Make it Easy on Yourself
    13. 13. Only Answer the Question Asked and NO more. <ul><li>Most of the trouble we have with a gatekeeper is self Inflicted by volunteering too much information. </li></ul><ul><li>Do not tell this person anymore than they need to know. </li></ul><ul><li>Don't babble. </li></ul><ul><li>Answer the Question. </li></ul><ul><li>BE Quiet. </li></ul>
    14. 14. Follow your Brief Answers with Questions <ul><ul><li>This technique helps you to assume some control of the conversation and that is the goal. The gatekeeper is used to asking, not telling, and by switching the tables you can easily take them off their game. </li></ul></ul><ul><li>G.K: &quot;What company are you with?&quot; </li></ul><ul><li>You: &quot;I am with Microsoft. Is (Name) there today?&quot; </li></ul><ul><li>G.K: &quot;Yes“ </li></ul><ul><li>You: &quot;Great, I need to speak with (Name). Thank you.&quot; </li></ul>
    15. 15. More Tips <ul><li>Stay Away From Trouble Words Like, “Recruiter” </li></ul><ul><li>Never Pitch the Gatekeeper </li></ul><ul><li>Be Polite and Professional </li></ul><ul><li>Ask for the Sales Department </li></ul><ul><li>When All Else FAILS Leave a Message or Find Out a Better Time to Call </li></ul>
    16. 16. Powerful Word Tracks
    17. 17. <ul><ul><ul><ul><ul><li>Does picking up the phone and calling a complete stranger make your cringe a little bit? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The key to overcoming this fear is to prepare in advance. We can do this most effectively by having clear goals for the outcome of the call and developing a toolbox of “word tracks”. This is not a script to be read like a commercial. We are going to think through the best approach, write it down, and practice, practice, practice. The effort you put into the front end will ensure that when you make your call you won't sound like a telemarketer or a novice salesperson who stumbles and stutters over his own words. </li></ul></ul></ul></ul></ul>
    18. 18. Why Are You Calling? <ul><li>Ideally, our call will result in a viable candidate for a current </li></ul><ul><li>open position. However, this is not the most common result </li></ul><ul><li>of a first call. There are several other valuable things we can </li></ul><ul><li>gain from this call. </li></ul><ul><li>Like What??? </li></ul><ul><li>A passive candidate for future openings </li></ul><ul><li>A new person to network with </li></ul><ul><li>A scheduled future call </li></ul><ul><li>Referrals </li></ul><ul><li>REMEMBER: ALWAYS ASK “WHO DO YOU KNOW?” </li></ul>
    19. 19. 6 Steps to the Perfect Cold Call <ul><li>Prepare how you will introduce yourself. </li></ul><ul><ul><li>EXERCISE: Write your credibility statement </li></ul></ul><ul><li>Ask for permission. Ask the person you’re calling for their time. </li></ul><ul><li>Explain the reason for your call. </li></ul><ul><li>Be prepared for objections. </li></ul><ul><ul><li>EXERCISE: What objections are most anticipated? </li></ul></ul><ul><li>Ask for a scheduled future call. </li></ul><ul><li>Ask for help. People are inherently nice and will usually help you if they can. Who do you know? </li></ul>
    20. 20. Remember that CONFIDENTIALITY is Paramount!
    21. 21. Overcoming Objections <ul><li>I am not looking/not interested </li></ul><ul><li>Try: Do you plan to retire from your current company. </li></ul><ul><li> Do the take-away, I don’t have a job for you but am hoping to network </li></ul><ul><li>I don’t have time for this call </li></ul><ul><li>Try: Scheduling another time to call </li></ul><ul><li>I am not comfortable giving my colleague’s contact info. </li></ul><ul><li>Try: Email yours and include a promise to follow up on specific date/time to see if there was interest </li></ul><ul><li>Click (hang up) </li></ul><ul><li>Try: Calling back and saying you must have been disconnected then hang up on them (kidding of course). </li></ul>
    22. 22. ROLE PLAY
    23. 23. Cool Tools Ping.FM HELLO.TXT Updating All Your Social Networks Updating All Your Social Networks The Web 2.0 Way to Go The New Form of Recruiting
    24. 24. Conclusion <ul><li>In this tight market, a successful passive candidate recruiting program is </li></ul><ul><li>essential to our success. Working with passive candidates requires a major </li></ul><ul><li>change in methodology for companies who are accustomed to working with </li></ul><ul><li>active candidates, and recruiters who master these changes are at great </li></ul><ul><li>competitive advantage. </li></ul><ul><li>By breaking the passive recruiting process into these steps: </li></ul><ul><li>Source the appropriate potential candidates </li></ul><ul><li>Engage them in conversation </li></ul><ul><li>Use a combination of communication methods </li></ul><ul><li>Give the candidate every opportunity to respond positively </li></ul><ul><li>COMMITED recruiters can readily adapt to the new recruiting </li></ul><ul><li>landscape. </li></ul>
    25. 25. Source Network Network Some More HIRE!!