The Secret To Cold Calling Success

I've read a lot of threads on here asking about the best approaches to cold calling prospects and handling objections.

Here's an approach that works very well for me.

Outbound calls to a prospect should always be done with a "market survey" approach.

1. Use the prospects name immediately - "Good morning, is Mr. Hamilton there?"

2. Introduce yourself and your company "This (your name) from My Company Ltd"

3. State your purpose and ask the first survey question "I'm making a market survey, it'll only take a moment. Do you mind telling me whether you own "x" product/service?"

4. If they say no, pleasantly end the call and move on. However, if you are looking for a no here, carefully rehearse how you will handle it. Ie "Would you like to own "x" service in the future, and if so, would you prefer "A" model or "B" model service?"

5. If they say yes to question 3, say "thank you, may I ask what type and system it is?"

6. Ask how long they have owned it - discover the itch cycle (how often they upgrade their product/service)

7. Discover what they like about their present service. Ask:
"Are you happy with the speed and performance of your current system"
"Is your system doing everything you need it to do?"
"What do you like most about your current system?"

In this questioning sequence, it's important to ask positive questions. This is important because people feel less threatened when you ask what they like about their current service, and they are more likely to talk easily and tell you what you don't like if you don't ask them directly.

I'm looking for qualities and standards at which my product or service can outperform whatever they have now.
If the prospect likes speed of operational service (for example), and your latest service is faster than the old one they own, you've found a strong emotional urge towards buying.

When you strike one of those urges in a prospecting call, go for an appointment to demonstrate the service.

8. Carefully uncover the prospects negative feelings towards their current service. The key is to ask for the vital negative information in positive way that relieves the prospect of any need to defend his previous buying decisions.

Ie "what would you like to see changed/improved with your current product/service?"
"Are there any features your current product doesn't have that would be helpful to you?"
"What improvements would make your present system more efficient in your current operation?"

With this market survey technique, I'm searching for unsatisfied needs. I'm trying to find something about their current system that my product can do better.

Never be smug or belittle the prospects current service. The prospect won't accept the emotional distress involved in admitting he made an initial buying mistake.

Instead, I'll tell my prospect he made a wise decision when he bought was he has now. Given all the circumstances in force at the time, he did the right thing then. However, in the current changed circumstances that now prevail; the right thing to do is upgrade to my offering.

9. Introduce the strong selling points of your offering:

When I have a basic competitive advantage, drop it on the prospect at this point in my survey:

Ie "Does your current software have an average call handling time of "X" seconds?"
"What is the average cost per hour of your current operation?"

10. The windup appointment close:

"After talking with you Mr Hamilton, I feel that you have a need to know more about this new service that I'm excited for you? With your permission, when is the next available slot in your diary? I'd like to have a conversation with you about it"

End conclusion is: Make the appointment.