The FIRST mistake you'll be making on a cold call and how to avoid it.

by PanteraIM

Posted: 12 years ago 23 replies

OFFLINE MARKETING

Cold calling is a form of interruption marketing, much like viewing an advertisement on T.V. However, in order to even begin the selling process with a cold prospect you must FIRST break their preoccupation and gain their attention.

The oldest selling model that currently exists is called the AIDA model.

Attention

Interest

Desire

Action

Salespeople which neglect this selling process, have skinny kids and bank accounts in the red.

You must, break the preoccupation of your prospect in order for them to even be receptive to your pitch. Even if you were selling a cure for cancer they will shoot you down in flames, if you can't get them to listen to you with an open mind.

Remember that before you called them they may have been involved in some very analytical left-brained work, and is simply too much of a mental jump going from calculating their annual returns to engaging you with a meaningful conversation.

You first break their preoccupation by delivering the first opening lines of your script with lots of ENERGY, practice diagphramic breathing, speak from your stomach, enounciate every syallable so it's clear what you're trying to say, GET, the prospect to pay attention to you.

Give one sentence of what you do, your name and most importantly what value your call has for the customer, then ask one of your first qualifying questions.

Questions are what will really engage your customers, not by you talking or 'selling', your idea to your prospect. People have really small attention spans; the average person cannot concentrate on someone talking fully for longer than three sentences before thinking about something else.
It is impossible however, for a prospect not to be engaged fully when they have been ask an intelligent, value-giving question which appeals to their own goals and interests.

If you see the conversation heading in a direction you don't like, ask another question.

Telling is not selling
The person asking questions has control

Pantera.

#avoid #call #cold #making #mistake

copystud

12 years ago

This is so true. If the customer isn't engaged (IE., answering/asking questions) you'll never get them down to your level. Like Tony Robbins has said so many times "It's all about the questions you're asking."

Thanks
1 reply

Signature

Need quality Hummingbird-friendly content from a real writer?

Site: copystud.com

Skype: copystud

{{ DiscussionBoard.errors[7109730].message }}

PanteraIM

12 years ago

Originally Posted by copystud

Thanks for your comment!

And on an even more fundamental level; questions are all you have to work with and to practice to be able to sell effectively.

People love to buy but hate being sold to.

Thanks

Signature

you cant hold no groove if you ain't got no pocket.

{{ DiscussionBoard.errors[7109741].message }}

Jason Kanigan 12 years ago

Hi Pantera, nice post. I like what you have to say about getting the prospect out of what they are doing and onto the call. And that's not easy.

However, I have to disagree with you about delivering your script with lots of energy. How do you feel on the car lot when the "wolf pack" bounds over to you with lots of energy? How do you feel in the appliance store when the salesperson grins from ear to ear and exclaims to you what a deal you're getting, with lots of energy?

Lots of energy puts people off. It's the kind of thing that people think they need for sales, and is needed in most interviews for sales jobs; but when it comes to the real thing, scares the heck out of prospects. "Why are they so loud? Why are they smiling so much? They must be ripping me off big time and getting a huge commission check." That's what your prospects are thinking.

The things that you need for the interview are not the things that you need for success in selling. Enthusiasm is your enemy.
- [ 3 ] Thanks
- 1 reply
Signature
>> How To Grow Your Online Business [FREE Training Video, No Opt-In, from 10+ Year Vet]

>> For Agency Founders: The Fast Shortcut To Selling SEO, Leadgen, Webdesign & Other Services
{{ DiscussionBoard.errors[7110792].message }}
- Alex Makarski 12 years ago
  
  Jason is the real deal and every aspiring phone marketer should listen to what he says.
  
  There was (and I suppose, is) uber popular book called something like "hot cold calls". DON'T BUY IT!! It says that since cold calling is about delivering information by using audio as the medium to a someone who didn't request it (interruption), it's very similar to....drumroll!...RADIO ADVERTISING! What follows is that on your cold calls should try to sound like a radio announcer.
  
  What a bunch of bull crap! I can bet this guy has not done a single cold call in his life. Otherwise he'd know how fast the prospects would slam the phone on him.
  
  So be careful with that energy thing. Our job is not to submit them into buying but to help them make the buying decision themselves.
  
  [ 1 ] Thanks
  
  1 reply
  
  Signature
  
  "I hear and I forget. I see and I remember. I do and I understand." -Confucius
  
  {{ DiscussionBoard.errors[7111301].message }}
  
  Crew Chief 12 years ago
  
  The funny thing about life is that, "ONE SIZE" does not fit all. Not even when it concerns "Cold calling."
  
  Everybody's style, nature and way of going about cold calling is not going to be the same. Some people naturally exude enthusiasm and they have the numbers to prove that it works "FOR THEM!"
  
  Others come off as non-chalant and monotonous and that works for them. Still others have that "Radio Announcer" voice and that works for them. I cannot comprehend how anyone can denounce any style when others are using it and are successful at it.
  
  And by the way, one can be enthusiastic, high energy and fired up without be loud or over bearing; it's called, "contained excitement."
  
  Have a great day!!!
  
  [ 2 ] Thanks
  
  Signature
  Tools, Strategies and Tactics Used By Savvy Internet Marketers and SEO Pros:
  
  ProSiteFlippers.com We Build Monetization Ready High-Value Virtual Properties
  
  {{ DiscussionBoard.errors[7112191].message }}
nathanjacobs 12 years ago

Thanks Alec Baldwin. Coffee's for closers.

Makes sense though I do agree with Jason that you shouldnt' be too forceful with them though.
- Thanks
- 1 reply
{{ DiscussionBoard.errors[7112218].message }}
- BridgeLL 12 years ago
  
  I also have to agree with Jason, too much enthusiasm definitely can put people off. The problem is that some people love enthusiasm though, and those people will really benefit from it. I guess ultimately, the rule of thumb I tried to go by was "Read your audience." Sometimes you can just tell what's going to work for someone by the tone of their voice. Conversely, you also need to be able to tell when something isn't going to appeal to them.
  
  I think that Pantera brings up a good point though, that you need engage them. It's been very hard for me to switch gears when someone surprises me with a call. But having worked in the field, I strive to be positive and nice during their pitch. The best calls I've gotten from people made an effort to connect with me before they just launched into their spiel. This way I was already predisposed to liking them, they seem interested in what I had to say, so I returned the same respect.
  
  Well there's my two cents, hope it helps you cold-callers out there
  
  [ 1 ] Thanks
  
  {{ DiscussionBoard.errors[7112751].message }}
Mwind076 12 years ago

Again, Jason is right. Not to mention, if you are cold calling all day...for years...the enthusiasm would make me want to hang up on myself. People that aren't enthusiastic when you call them don't want you sounding like you're overly happy and walking with bunnies and unicorns surrounding you.

My advice and findings, since each call is different, is to mimic the tone and energy of the person you are calling. If I call MaryEllen - and she's 70 (no offense MaryEllen), she's not so fast on the draw and may take 5 seconds to say the whole name of the firm she works for...I can't blast her with enthusiasm and fast talking, I must match her or she's going to hate me before I get to where I need to be!
- Thanks
Signature

Looking for answers on how to SUCCESSFULLY market your company?
Cold Calling, Appointment Setting, Training, Consulting - we do it all!
PM for more information
{{ DiscussionBoard.errors[7113016].message }}

rodtyler

12 years ago

The trick is to find a middle ground, whatever that may be. I think Mwind076 has the right idea. You don't want to come across as a used car salesman, but you don't want to mumble your way through the conversation, either.

Thanks
2 replies

{{ DiscussionBoard.errors[7113294].message }}

John Durham 12 years ago

I would just like to pop in and add that "energy", doesnt have to be associated with the word "Hyper". Some of the best telemarketers I know use alot of "caring" energy....or "Courteous" energy,even enthusiastic or "Authoritative" energy, and they arent hyper at all.

Whatever energy you exude, as long as it isnt shady, someone will relate to it.

Giving someone energy doesnt mean "hyper".

You can give someone a ton of love energy just by the way you say hello and and ask how they are doing...

You can also come across as insincere.

When someone feels love, or care, or courteous energy- you have them...no hyperness needed.

You have to work on the "type" of energy you exude, and when it comes to being "hyper" what you need to do is slow down and think more of your "vibe" and your "Pace"...

Pace means "no awkward pauses, fluidity, pace...keeping it rolling, but not rolling over your prospect...

Energy being equated to "hyper" is very narrow.... hyperness is a whole different subject than what kind of "energy" you give off...you dont want to seem to anxious, but there is no reason to be anyway, you are just calling to say "Hi" and find out if there is interest in your service right?

Why be anxious?

You mean no harm.

So how are you going to practice exuding the right energy, and talking at the right pace?

Well , you have 200 numbers in front of you, Right? You are going to call them all regardless , right? And only 1-3 out of one hundred are going to convert no matter what anyway, right?

So, get to practicin'!

Dont be surprised if you make money in your first practice session!

Ps. Once you begin to understand how the numbers work with your style...You wont be hyper anyway. You will just do the due and get your daily sales or appointments...and it just what it is...No need to be hyper.
- [ 2 ] Thanks
{{ DiscussionBoard.errors[7113387].message }}

Jason Kanigan

12 years ago

Originally Posted by rodtyler

Who said to mumble?

You'd better believe in yourself and your product or service. Just don't be too eager. People are mistrustful, and rightly so--it's easy to get ripped off.

Besides, we have to first find out if this is the kind of person we want to accept as a client or customer...we may not want to.

Thanks

Signature

>> How To Grow Your Online Business [FREE Training Video, No Opt-In, from 10+ Year Vet]

>> For Agency Founders: The Fast Shortcut To Selling SEO, Leadgen, Webdesign & Other Services

{{ DiscussionBoard.errors[7113389].message }}

John Durham 12 years ago

Okay, why "seem" conversational?

I think the word "conversational" is the key.

Conversation is two people verbally "communicating".

Now what do you want to know?

You want to know if they have interest in your service right?

So what is there to be afraid of, just ask and communicate...explain your service and find out if they want it or not.

Is there something insincere that has to be fabricated about that?

Do you have to have some special energy to hold a sincere conversation?

If your script says "Do you folks have a successful website already?"

What are you trying to find out?

They are going to answer right?

Thats called a conversation.

Now , if you still think based off that , that they would be interested if they truly understood your offer, and you go on and say that... then say it....Thats how conversations work.

Call it a rebuttal if you want, but really its just one person trying to communicate to another.

My point is that none of this has to be some fabricated insincere energy.

You are a fellow business person in the community calling to introduce your service to other fellow business community members and say hi...

What is there to fabricate about that?

1: Attention: If you say "Hi , I hope you are doing well today", and they dont immediately shut you down, then you have their attention.

2: Interest: State why you are calling and find out if they have considered a service like yours before.

Either interest is there or not.

3: Desire: If some interest is there, then expound upon why you are calling and what you offer, and hopefully they will desire it.

4: Action: If they desire it them tell them , Okay lets schedule a meeting" Thats getting them to take action upon their desire.Or "Lets get you signed up then".

A certain percentage out of 100 are going to make it all the way through the AIDA process. Thats how you make sales.

Its all pretty natural.

Now I promise you that if you practice this for a day or two you are going to find people who give you their attention, have interest, desire to know more, and are willing to take some action.

Dont force interest- FIND IT, because its there in every pile of leads if you dont waste time all day, and you commit yourself to uncovering it.

What does that mean?

Sales.

What do sales mean?

Money in your pocket.

You can find some every day. I assure you its there. No pressure needed... you can waste your time trying to force people to be interested, or you can be easy going, no pressure, and just spend your time trying "Uncover" the ones who already have interest.

The only thing you should be doing at hyper speed is "Dis positioning calls".

If you are doing less than 70 dials per hour and you havent made a sale....you are dialing to slow, hanging out too long between dials... bullshitting people too much and not getting them off the phone..
- [ 3 ] Thanks
{{ DiscussionBoard.errors[7113460].message }}

Jason Kanigan

12 years ago

Ah, nurturing.

A nurturing tone.

Those of us who are familiar with Og Mandino will remember "I will greet this day with love in my heart."

Yes. Somewhere, John has a recording, reading the scroll. Here it is...

We are not out to take anybody for a ride. We are exchanging value. We are searching for opportunities to be of service.

Thanks
1 reply

Signature

>> How To Grow Your Online Business [FREE Training Video, No Opt-In, from 10+ Year Vet]

>> For Agency Founders: The Fast Shortcut To Selling SEO, Leadgen, Webdesign & Other Services

{{ DiscussionBoard.errors[7113527].message }}

John Durham

12 years ago

Originally Posted by Jason Kanigan

What is loving your prospects?

Simple: Being genuinely interested in how they are doing...meeting them... finding out if they need your service.

If you are being genuine, you wont have to fabricate energy.

Knowing within yourself that you didnt call with an agenda to force anything on them, just to find out if they have honest interest in an honest service thats all.

Understanding and being truly happy for them if they are already covered.

"Understanding", if they dont have time, or if they arent interested, or if they dont take solitictations, instead of saying "Dumbass" under your breath.

If they dont have time and it only takes you a minute, say "Hey Bob, it only takes a minute, have you got that?"

Are you manipulating, or is it true?

Any pressure about that? No. Thats for real, not scammy, you really want to know if he has at least a minute, maybe he's thinking this will take an hour... you dont have to be pushy at all, you are being HELPFUl, really and courteous....

Negativity when customers say no...

What does that do?

It steals your energy, and it makes each call get harder because your attitude gets more and more negative... it also steals the chance for your next prospect to be met with positive energy, as you begin to believe that "no one on this list is any good".

What is the opposite of negative energy on the phone, how do you fight it?

With "understanding" energy.

The fact is that most truly ARENT interested, but that a few people on that list ARE interested, you just have to give the 60th guy the same chance you gave the FIRST guy to uncover them.

It wont happen if you dont observe love and understanding toward your prospects. You will just get more negative progressively all day.

Understanding is just being willing to let them go with "Have a nice day" and meaning it.

Then your energy increases, and you feel better about what you are doing...

What are you doing?

You are trying to find that guy who is interested that is in EVERY PILE, I promise you.

You will sound like crap when you get to him if you have been negative all day.

Dont be hyper, just be positive. have uplifting , truly interested energy.

The 60th dial may have you saying "Nobody wants this".

Is that true?

Have you spoken to EVERYBODY yet?

Remember, to you this may be your 100th call, but to your prospect its the first time he ever had the opportunity to hear it!

He may be the one who is interested , but you gotta give him a chance.

Thanks

{{ DiscussionBoard.errors[7113606].message }}

Silver007A 12 years ago

I used to run a cold calling company in Glasgow. We quoted £250-400 per meeting that we arranged for clients. I only had a couple out of hundreds of cold callers that could do the job and my best employee sounded like Columbo (the detective) when he made phone calls. He sounded so unassuming and unlike a sales person that it got past peoples natural barriers.

My brother and I were the best though. My brother had a strange system. He would sit and review website after website, pick up the phone and nail a meeting. He had such an authoritative voice and sounded like he knew exactly what he was talking about that it worked for him.

I would use Mwind076 approach by mirroring the other persons tones, words and energy level along with a lazerlike focus on closing the deal/meeting.

If you are talking to a ceo, you have to sound like a ceo normally. Rapport is the key.

Forrester surveyed the top 5% of the top 5% of salespeople and they all said rapport. Once you have that you aren't even selling any longer and people are just placing orders.
- [ 2 ] Thanks
Signature

The Telos Lifestyle Revolution: Think Better. Feel Better. Be Better.
The Weight Loss Habit: Say Goodbye to Emotional Eating & Stop Obsessing About Food
{{ DiscussionBoard.errors[7113534].message }}
rodtyler 12 years ago

When I said "mumble", it was just a figure of speech. Just making a point.

The best advice I ever received was to talk like you would if you were talking to your neighbor across the fence. It's easier said than done, but you need to make them feel like you actually care. In other words, learn to fake sincerity. (I'm kidding!! Don't everybody start ripping me.)
- Thanks
{{ DiscussionBoard.errors[7114208].message }}
PanteraIM 12 years ago

Thanks everyone for your feedback. I enjoyed reading every one of your posts.

It's hard to articulate what exactly 'energy', means. It does not mean to be overly enthusiastic or clownish that comes across as contrived.

Remember, you are selling, something or at least trying to communicate value and a solution to someone who might benefit your services. The energy should drop off the longer you are talking to them, and it is only used as a tool to get their attention, which was the point of this post; to break their preoccupation and to get them engaged.

The clownish salespeople you see are not projecting enthusiasm but rather insincerity. However, when you really BELIEVE in your product, your natural excitement will come out anyway. Most cold callers do not let their natural self or energy shine through because they are afraid of being shot down, they do not have the resolute positive assumption of success which is critical to achieving a high level of sales.

Overshooting the runway in your delivery to begin with is a great way to warm up for a cold calling session. And it is something I always recommend to a beginning telemarketer to break through their fear barriers so the charismatic person inside them is no longer afraid to be heard.

Pantera
- Thanks
Signature

you cant hold no groove if you ain't got no pocket.
{{ DiscussionBoard.errors[7115202].message }}
seoexperttools 12 years ago

I agree with Crew Chief. A method which does not work for one person does not mean it does not work for others. Also, i am actually one of the people who likes to listen to the cold calling and somewhat enjoying the conversation with the sales person.
- Thanks
{{ DiscussionBoard.errors[7115356].message }}

Mwind076

12 years ago

^^^^^@John

I feel like I should pay you for a WSO after reading that. Well said, as always, there's nothing I could add.

[ 1 ] Thanks
1 reply

Signature

Looking for answers on how to SUCCESSFULLY market your company?
Cold Calling, Appointment Setting, Training, Consulting - we do it all!
PM for more information

{{ DiscussionBoard.errors[7119488].message }}

John Durham

12 years ago

Originally Posted by Mwind076

^^^^^@John

I feel like I should pay you for a WSO after reading that. Well said, as always, there's nothing I could add.

Thanks my friend, Im deleting it to make it its own thread, because I realized it could really help alot of people. I hope to see you participate, you know the score as well as I do.

Thanks
2 replies

{{ DiscussionBoard.errors[7119501].message }}

midasman09

Banned 12 years ago

I've been doing "Barge-In"...."Face-To-Face" selling since the 70's.

I work Small Towns of 3,000 to 20,000 pop. The largest city I've ever worked was Eugene, OR (pop 120,000) and then I only worked a Section at a time.

I do NOT phone prospects!!!! Too easy for them to reject and...since there aren't many businesses in these towns...I don't want to "Burn" prospects.

So I "Barge-In" at their place of business...interrupt what they're doing (I DON'T have time to "Ask Questions"! WHAT questions would I ask anyway? "How long you been in bizness?" WHO CARES? or..."Who's handling your X now?" WHY should he tell YOU?")

I am NOT in their bizness to "Make Friends"....I simply go in...tell them what I'm doing....how it works and how they can benefit...show them who's already participating....show the price and...offer an "Incentive" if they Order RIGHT NOW! (I do NOT have TIME to make "Call-Backs")

I call on Individual Proprietors....Small Biz Owners who are BUSY running their biz.

I "Barge-In"....ask to see the Owner (for a "QUick" minute)...when owner comes out I greet with "Hi....! (I don't even mention my Name! He could care less what my name is) I HAND him my "product" or Open my 3-Ring Binder (I call it my "Pitch-Book") and say...."I'm putting together a...(whatever the program is)....here's how it works...here's how it can benefit you....here's who's in it now....here's the price and...I usually offer an Incentive if he orders NOW!

It's a Simple thing....my "stuff" is usually less than $500 and sometimes a Monthly Fee.

Yesterday morning (Friday)....I showed a guy how to walk into a restaurant (with a Digital Camera and a Portable DVD Player), ask for the owner...tell the owner I'd like him to see a Video I made of another restaurant.....set the DVD Player down on a flat surface and run one of my "Promo Videos" I made for another restaurant.

When the Video ends I tell the owner he has a BEUTIFUL INTERIOR...looks like he spent LOTS of MONEY and TIME on it HOWEVER....NOBODY SEES IT...UNTIL THEY'RE INSIDE!

What I do is "SHOW POTENTIAL DINERS WHAT YOUR PLACE LOOKS LIKE... BEFORE THEY ENTER!"

I then tell him I'd like to take some photos of his place....at NO OBLIGATION...make up a Video for him and come back tomorrow and show it to him!

So....we did that with 4 restaurants....took photos and went home and made 4 DVDs using "PhotoStory 3" ( I started out with Windows Movie Maker)

We met this morn (Sat) and found 2 owners in and THEY BOUGHT the program. (The other 2 we'll have to see next week)

We did NOT even mention our names! We did NOT ask any questions about How Long they've been open, etc. WE DID NOT GO TO THESE BUSINESSES TO CREATE A CONVERSATION! WE WENT THERE TO "SELL" OUR PROGRAM!

I didn't ask permission to run the DVD or...ask if he has "Time" to see it. Not to say we weren't friendly. My ONLY question was, "May I go around and snap some photos of your interior?"

Amyway....even with high-priced websites or Mobile Sites or other High-Priced" Systems or programs I've sold....all I need is a "Verbal Agreement" to START!

Again....when I make Sales Calls I don't have TIME to "Fart-Around" getting to KNOW my prospects or know their bizness....THAT COMES LATER if need be. Once I get a VERBAL OK...or a HandShake....I KNOW HE'S BOUGHT!

Anyway...thanks for reading

Don Alm....long-time PRO Sales Guy

Thanks
1 reply

{{ DiscussionBoard.errors[7119880].message }}

rodtyler

12 years ago

Originally Posted by midasman09

I've been doing "Barge-In"...."Face-To-Face" selling since the 70's.

I do NOT phone prospects!!!! Too easy for them to reject and...since there aren't many businesses in these towns...I don't want to "Burn" prospects.

Don Alm....long-time PRO Sales Guy

I agree with this philosophy. I HATE calling on the phone. I would much rather talk face to face. It may be more time consuming, but it is so much more effective.

Thanks

{{ DiscussionBoard.errors[7124944].message }}

Mwind076

12 years ago

Originally Posted by John Durham

Thanks my friend, Im deleting it to make it its own thread, because I realized it could really help alot of people. I hope to see you participate, you know the score as well as I do.

You need to come link it here...nevermind, I got it

This was posted here originally by John Durham, but it deserved it's own thread.

http://www.warriorforum.com/offline-...-supposed.html

[ 1 ] Thanks

Signature

Looking for answers on how to SUCCESSFULLY market your company?
Cold Calling, Appointment Setting, Training, Consulting - we do it all!
PM for more information

{{ DiscussionBoard.errors[7119894].message }}

The FIRST mistake you'll be making on a cold call and how to avoid it.

Trending Topics

Newbie

How did you turn it all around?

A healthy fascination for Hollywood...

Any thoughts on golf's latest phenom...Scottie Scheffler??

What's the Best IM-Related Skill to Learn Today That Can Help in the Future?