What Is Cold Calling Marketing & WHY It’s Totally Different To A Traditional Cold Call!

Why Does Cold Calling Need A New Approach?

Traditionally cold calling has been used as a sales prospecting tool to get a fast spike in sales, and its true fast sales can and have been made through good cold call technique. However, making unannounced cold calls with an instant sale in mind is becoming much more increasingly useless, as recipients become more resistant to them, so now a different approach must be made to be effective. A great explanation for what a useful cold call is can be found at www.NaturalColdCalling.net where you can find out What cold calling is and why it’s so useful in much more depth.

Below is the video I posted at Natural Cold Calling earlier this week…
What Is a Useful Cold Call Approach?
The best way to make a cold call to anyone, whether in person or over the phone, is to work out the problem you might be able to help them with and then find out if there’s a fit or not. This sounds so damn obvious and simple, but there is much, MUCH more to it than just calling them up and asking. First of all, you need to connect with the right person to start with and we all know that receptionists and specific gatekeepers won’t let you through without a specific reason that doesn’t sound “SPAMMY”! Yes, I call the traditional way of calling SPAM, just like an unannounced email trying to sell junk get rich quick systems to unsuspecting people, and the short story is, it’s simply not wanted.

How to Make a Skillful Problem Focused Cold Call

The best cold call I ever received was from a pest controller, he had never received any cold call training when he called me, and therefore “didn’t” sound like a typical cold caller, for example he didn’t say “Hi, my name is and I’m from and we do” in the first 10 seconds like a usual “pain in the ass” caller (that’s my term for cold callers who do it the traditional way). What he said was “Hi, my names Peter, and you might be able to point me in the right direction”… At this point, I said “well I’ll certainly try Peter”, and then he went on to ask me questions about the office and problems he could help solve for me. But the one thing he didn’t do to keep me on the line was, become hyped up like the standard traditional cold callers, trained to be happy and energized when calling, as this is simply not how humans act when meeting someone new to begin with, so in essence it’s just a BIG ACT, and it’s this act which causes people cold calling, and the receivers of such calls to loath this activity in selling.

So I can hear you wondering did Peter get the sale from me?

No he didn’t, but the BIG thing you should be taking away from this is, he didn’t LOSE me off the line by hanging up on him either, I was open and attentive and had a friendly short conversation with him which ended gracefully for him. He also was able to have my boss enter his email prospecting list and later buy his services for one of his rental properties.

So what’s the point of cold calling, if you’re not making sales?

The point of a cold call and the reason you SHOULD be doing them is to gain a potential lead, not to go after the sale hook line and sinker.

I had one of these types of calls only yesterday and the caller could hardly shut up long enough for me to say “I’m not interested” and even after I said that, he said, “Would you like to know more about our special offers?”… It’s no wonder people hang-up in the face of all cold callers, because this one guy just gives all the others a BAD name.

Over the next few posts in here that I do on cold calling and the intricacies of how to do it without pressure and for maximum results long-term (that’s right, not for one-shot sales and burned leads) I’ll expand upon each of the stages of a cold call, how to open one without arousing suspicion and then how to NEVER create any objections at all in a cold call and finally how to attract sales without selling.

Please stay tuned and ask any questions about your cold calling and selling processes below and I’ll respond and help you out 🙂

Why Your Cold Calling Script Is KILLING Your Sales Efforts!

The cold calling scripts you’re using are destroying your sales efforts!

Are you a pray and cold call scripts junkie?

What I mean by this is, you’re a human being trying to connect with other human beings to see if there’s a fit or not for your products or services.

When you use sample cold calling scripts to try and increase your sales, you are actually going into “artificial mode” and therefore leaving yourself open to being shut out before you even get a chance to explain what you have and how it may help them.

Even if you have something REALLY great that you know will help your target client, if you follow scripts you’ll dull your chances of success.

Why do you think this happens?

If your answer was along the lines of “because prospective clients are likening you to unwelcome disturbances in their day” then this would be correct.

A lot of sample cold calling scripts (and I would venture to say ALL sample cold call scripts) aren’t suitable for you to approach your prospects with.

You first need to know you’re own style of sales marketing and then “CREATE” it yourself with some research, study and creativity, so that your approach is highly different to your competitors, so much so that they feel connected to you over time and a percentage of them convert to clients through purchasing your products, and or services over time… But first they MUST buy you and your knowledge.

What type of cold calling scripts will work for you?

I bring this up after saying above that none of these scripts will work for you to clarify that you do need some outline of what you’ll say, but it’s nothing like you might imagine.

All you need to be saying to prospects when you cold calls is, to ask their help, reassure them there is nothing for sale and to just connect with them and see if they’re OPEN to different options… That’s it!

You don’t need a script for this, because you just need to talk about the problem you solve and not about your product or service. You might say, I’m just giving you a call to see if you’re open to different angles around <PROBLEM” you solve, and then shut up and let them tell you.

And it’s perfectly ok if they’re not, there’s NOTHING you can do to turn around someone who’s not.

The hint here is, if you get them saying “tell me more” or “What do you mean?” then you’re on the right track, because you’re then transitioning to conversation mode.

The minute you’re conversation stops or they shut you down, you’ve somehow triggered their BS alarm or “Salesperson” trigger and it’s game over.

So stop using sample cold calling scripts you find online and begin being your AUTHENTIC, TRUSTWORTHY self and watch your sales funnel SOAR!

What I always recommend for best results with this is, to use an offline to online process as follows:

1. Make your call, connect with them, don’t sell unless they want to buy, but rather find their problem, dig deeper on that problem to uncover their pain.

2. Offer something to them for free to get their name and email address only (don’t worry about anything more at this point, the least amount of information you ask for the better at this point, you just want to get them on your list so you can stay in touch. Be sure you add their details to your list “manually” and don’t just take their word that they’ll do this, as they very RARELY do, so make this process SUPER SIMPLE for them and do it yourself).

3. You need to have some kind of autoresponder email program setup, with a minimum of 7 automatic emails in a series ready to go out to them, giving them valuable information. This information you offer will describe their problem and aid them in solving it (with or without your service, ABSOLUTELY NO SELLING in these emails, this is of critical importance to your success with this type of campaign).

4. The general rule here is you send out about 7 to 10 emails of pure value (in which time you also offer a free report, that is HIGHLY valuable to them on it’s own). Then around the end of the series, send an email that offers them to taste or trial of what it is you offer. Only you know what you can offer them if you’re the owner of a business, so think carefully and offer something of MASSIVE value. If you work for a company you need to consult with the owner as to what they wish to offer and if they don’t want to offer anything, then you need to workout a way to make this work with more information from yourself).

5. When the prospects say “YES” to your next level offer, then you need to take them off your first cold call prospecting email list that you initially put them on, and add them to a slightly warmer list and escalate the interactivity with them. The focus all along is to build TRUST ongoingly, if you sell at any point you’ll LOSE trust. The goal is to allow them to come to you and ask questions and develop a taste of what you do for them, by actually solving a problem for them… Then allowing them to buy and build on the relationship from there..

You can do all this informational trust building with the simple email autoresponder that you see in step 3 above. However once you get to a higher and deeper level of marketing to them, you need to escalate your information process to a more robust online marketing platform and there are two I have used personally.

To begin with I would recommend 1shoppingcart as this is a perfect system for a relatively low monthly price tag and it will do most of what you need for orders, email marketing and downloadable information products you can sell and give away.

When you get to a very high level, or if you have the $$$’s NOW to invest in doing your ongoing marketing the best you can do, after your cold calling activities with follow-up, then you need to consider a more advanced, comprehensive professional online marketing platform like infusiosoft which will be all you ever need to do this right ongoingly. If you’re a salesrep, this platform has it’s own CRM which 1shoppingcart doesn’t, it also has a great coaching program when you signup to get you on the success track for your unique situation.

So there you have it, a complete reason WHY cold calling scripts are killing your chances, how to get around them and what to do to gain LONG TERM TRUST from you clients to gain eventual buying customers for life… This works, I’ve proven it and worked with so many different industries who have used this process successfully I know that you just need to follow this path to begin your journey towards sales success.

Please feel free to post your questions and comments below and I’ll reply to them ASAP.

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