Sales Trends Jeffrey Gitomer
Elements of a Cold Call that can make them Hot Cold calling is one of the most difficult parts of selling. To be successful at the science of cold calling you must first define the elements, functions and formulas that comprise the call. Then, like all other sciences, experiment (practice) until you have a method that works. The basic elements that comprise a cold call are:
•G et to the point fast – The prospect is busy and will be insulted if you beat around the bush. • I f you are asked for price – give it immediately. Try to do it in the most creative way you can, but give it.
1. Deliver your opener.
• Determine what your prospect needs –
2. Ask power (thought provoking) questions to create meaningful dialog.
•b y understanding the problems of their operation
3. Make power (benefit) statements to establish credibility.
• by appealing to their sense of greed
4. Qualify the prospect as to need, desire, decision making capability and money.
• by evoking their fears
• by appealing to their vanity
5. Gather information.
6. Get what you came for – make the next step in your sales cycle.
•b y determining what the prospect's customer needs
•b y finding (searching for) the hot button – then pushing it.
7. Have the right attitude and focus. Here are several cold calling elements, guidelines and techniques that have proven to be effective:
•T hey will resist you – So what? It takes seven exposures, seven tries to get the prospect to become a customer. If you quit after just one or two, the sale will go to the next guy/woman who shows up.
•O pening lines are important – Deliver a smooth sincere line. Say you're a single woman and a guy comes up to you in some social circumstance and says, "Don't I know you?" or "You're just the prettiest little thing I ever did see." The first thing you think is, "This guy's a jerk, get me out of here." It's the same in cold calling. The opening line determines if you get to dance or not.
•T hey will buy to solve a business problem or satisfy a need – Statements and questions need to be pointed in that direction. Stress benefits (what's in it for them) – not features (how it works). Emphasize what they will gain – profit, pride, reputation. Prove that they will avoid – pain, loss, criticism. Failure to express benefits in terms of customer needs will preclude the sale.
•O pening impressions are important – The way you look and come across in the first 30–seconds often (not always) determines your outcome.
•F ocus on negative prevention – Get them to share what dissatisfies them. Motivate them to show discontent with their current situation. Tell how they miss out on profits, eliminate worry, overcome fear, and avoid the terror of customer complaints. Prospects are just as motivated to avoid losing something they already have, as they are in buying something new.
•A fter you deliver the opener, make the prospect think – Your questions (power questions) and statements (power statements) are critical to gaining prospect confidence. Ask questions that show knowledge, imply prospect areas of weakness, and gather vital information. Make statements that are creatively descriptive, imply benefits and build your credibility. 18
Prospects are just as motivated to avoid losing something they already have, as they are in buying something new.
www.MHWmag.com
November 2018
