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 🙂