Don’t Overthink it
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How to Make an Effective “Cold Call” in a Few Simple Steps Dana Abramson
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How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Contents Introduction what a “Cold Call” is. what a “Cold Call” is not.
Page 1
Why people avoid make “Cold Calls”
Page 2
Sharing Successes
Page 3
How to make an effective “cold call” Getting Started
Page 4
Step #1
Page 5
Step #2
Page 6
Step #3
Page 7
Step #4
Page 8
Step #5
Page 9
Step #6
Page 10
Wrap-up
Page 11
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Introduction Before we begin, it is essential that the definition of a “Cold Call” is clearly understood. Without this understanding it’s virtually impossible to measure the effectiveness of this critically important phase of the sales process. Often the definition of a cold call is ambiguous. It is not possible to establish quantifiable and qualifiable metrics if the expectation is not clear. At this phase of the process, it’s less about product knowledge and more about identifying and gauging approachability of the primary stakeholder. Building familiarity and basic trust is the cornerstone to ensure the right people are receptive to hearing your message. The “Cold Call” is the initial step in positioning your organization to be front-of-mind when a trigger event presents a window of opportunity. An effective “Cold Call” will ensure an individual’s introduction to your company is handled with experienced professionalism to ensure a transparent hand-off to the next phase of the sales process. The ramp up time to prepare for cold calling should be the amount of time it takes to read through the script until you’re comfortable with what it says. We’ve all heard the term, sales is a numbers game. More clearly put, cold calling is a numbers game. Effective selling requires strategy, effective cold calling requires volume. Maintain a clear distinction. This information is designed for sales professionals that sell their products and services within the business-to-business space.
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
what a “Cold Call” is. what a “Cold Call” is not. what a “Cold Call is. a "Cold Call" is the initial phone call made to an individual that is a target company’s primary stakeholder, that has a vested interest in whatever it is you’re offering, your products and/or services. The purpose of the “cold call” has 4 objectives; 1) obtain or verify the contact information for the primary stakeholder who has a vested interest in your offering, an email address is vital in today’s digital climate. 2) tell them who you are, why you’re calling and why they should be interested in hearing more (you to get this information for your sales manager) 3) Contact information and determine what marketing and sales strategies This will ensure that your ongoing marketing and lead generation efforts are being delivered and received by an individual that has a vested interest in your product or service. 4) Asked them if they be interested in more information. Push them strategically (Handling Cold Call Objections – See xxx) 5) follow through and do what you agreed to do.
What a “Cold Call” is not. a "Cold Call" is not; used for delivering a sale pitch, it’s for not responding to sales objections, it’s not for scheduling an appointment or about asking for the sale. With that said, on occasion you’re timing will be spot on these things will happen - good for you!
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Why people avoid “Cold Calling” There are three primary reasons people hate making cold calls. The reason we hear about most often is fear; fear of rejection, fear of failure - everything fear encompasses. Just remember it’s not about you. You’re calling because you genuinely feel you have something of value to offer. Always remember, if their grumpy or mean, it’s not about you. The second reason people avoid making cold calls is a lack of clear expectations. Setting expectations is the responsibility of management. The guidelines for what types of companies to call and a compelling value proposition that will get the prospects attention is the responsibility of management. A good sales manager will respect your feedback.
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Getting Started
prepare your call list & script
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Step 1) pick up the phone and make the call
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Step 3) ask to speak with the person that would have a vested interest in your products or services
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Step 4) tell them who you are and why you’re calling
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Step 5) ask them if they’d be interested in more information
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Step 6) follow through and do what you agreed to do
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
hooray, you did it! you made an effective “Cold Call”
Step 7) go back to Step 1 and repeat
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
The End
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Sharing Successes Patrick, an inside sales representative for a business brokerage firm in Dallas, is diligent about making 150 cold calls per week. A goal set and monitored by his sales manager. On an average week, Patrick will speak to between 15 and 30 stakeholders directly. He typically has a timely conversation 2 -5 times per week. Patrick is responsible for handing leads off to one of the three senior brokers. Because Patrick is compensated in part based on a converted lead, he relies on the tenacity and experience of the senior brokers to convert the lead into a deal. Patrick most defiantly has a preferred broker.
Jeremy, a recent college graduate with a liberal arts degree and no industry experience, was hired by a midsize marketing firm to tee-up leads for the out-side sales team of 15. On Jeremy’s first day he was introduced to the company employees, was encouraged to become familiar with the company website and was provided a 10-minute overview on the company services. Jeremy was provided a call list, script and was given instructions on how to log the calls in the CRM. Jeremy was off and dialing by early afternoon. On his the 16th call Jeremy spoke directly to the primary stakeholder for one of the companies provided on his call list, his call was timely. Because Jeremy did not have the background or experience to engage in a sales conversation, he let the stakeholder know, articulately with confidence, that the most effective way to answer the questions would be to schedule a phone conversation with one of the company sales representatives. Jeremy coordinated the conversation. By the end of the week, that lead Jeremy had generated led to a new client for the company.
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
More
Successes
Kathy, the owner of process improvement consulting firm in Chicago, made a “Cold Call” to a large medical facility. She connected directly with the primary stakeholder, her call was timely. Because she was the owner of the firm, she had extensive product and industry knowledge. She was able to move the cold call to a sales call within the same conversation. A meeting was scheduled and ultimately a deal was made.
Sheila, a senior sales rep at cyber security software company is diligent about making five “Cold Calls” per day first thing in the morning and maintains the information the company CRM. This is a routine she established for herself to ensure that she maintains a sales pipeline providing her a continuous flow of qualified leads. Sheila’s company has a robust marketing department that consistently sends relevant digital marketing emails to the prospects in the companies CRM. Out of the 35 company sales reps, Shelia is the only reps that receives inbound information requests on a regular basis. One of the inbound request received was from a “Cold Call” she made over 2 years ago. When she originally made the call, she was told there was no interest. As a season salesperson she understands that when she is is told there is no interest it simply means her call was not timely. She received a response from the email, a meeting was scheduled, and a presentation was made. Sheila closed the biggest deal of her career.
Share your successes at mailto:Support@StrategicCalls.com
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
Wrap-up There are thousands of books, theories, techniques, methods, and digital tools related to cold calling. With all these research-based resources, the overwhelming outcome from all this wisdom does little more than provide excuses for not making the call. Bottom line, there’s only one thing that matters - pick up the phone and make the call. If you’re confident, articulate, and polite, people will respond in kind.
How to make an effective “Cold Call” in a few simple steps
Don’t Overthink it
About the author Dana Abramson Abramson is recognized for her work in the development of processes that take complex concepts, extract what is most relevant, simplify and deliver quantifiable results. She is a certified behavioral modification therapist and efficiency expert with an emphasis on identifying actual Key Performance Indicators (KPI’s) for development and implementation of practical Standard Operational Procedures (SOP’s). Abramson is best known for her work in the development of the Achieve Results Speech Recognition Essentials™ training method, which allows professionals to accurately begin using Dragon speech recognition software with just 1 hour of instruction. Her ‘Jump-start’ lead generation process continues to gain recognition as an efficient and effective cold calling process designed to quantifiably expedite the launch of sales and marketing initiatives. The ‘Jump-start’ process has been implemented and executed successfully in a variety of market driven business types, including; healthcare, manufacturing, management consulting, advertising, managed technology services, revenue cycle management and administrative services. Abramson is a leading expert in process development and training. She has been quoted in national, regional, and local media, including; For The Record, the Boston Globe, the Democrat and Chronicle, YNN and the Rochester Business Journal. Her column on speech recognition technology has appeared in the Daily Record, and the Buffalo Law Journal. Rochester, NY | 412-841-8172
How to make an effective “Cold Call” in a few simple steps