Sales Training Expert Reminds Sales Pros To Avoid This Killer Cold Calling Mistake
One of the biggest mistakes sales pros make when making prospecting calls is falling back into the old habit of thinking their job is to be nice and build a relationship first. Killer mistake.
Times have changed. It’s no longer relationship first, its results first and then maybe relationship.
Using a “build a relationship first” strategy when making prospecting calls will get you very few meetings, burn up all your enthusiasm for prospecting and fail to help you build a 3x pipeline.
In this blog you’ll be reminded to avoid making that killer mistake and to replace it with compelling value.
Using a compelling value first strategy when making prospecting calls will get you more conversations and you’ll book more meetings.
Compelling value means being prospect outcomes or results focused and answering WIIFM ASAP on the call.
Three keys to cold calling success using the concept of COMPELLING VALUE:
- Remember you are an interruption so you have to break their pre-occupation immediately
- You do that by answering WIIFM (what’s in it for me) in as compelling a way as possible
- You do that by including two or more baits to arrest their attention
The components of a compelling value call scrip look like this:
a) Hi it’s CB calling from Peak… if you could
b) Compelling value # 1 bait: increase pipeline by 50% – 100% in less than six months
c) Compelling value # 2 bait: and shorten sales cycles at the same time
d) When could you look at a few ideas?
Hi it’s CB from Peak. If you could increase pipeline by 100% in less than 6 months and shorten your sales cycle times simultaneously would you look at a couple ideas that have worked for Cisco, TELUS and RBC?
39 words / your goals are to make your script as simple, direct and as short as possible. Remember you are an uninvited interruption. They are not even fully paying attention to you until to put bait in front of them.
What am I not doing?
I’m not using a lame vanilla type script; vanilla as in plain, boring and me/ my company/product focused.
I’m not saying hello. I am your new account manager. Let’s get together for coffee so I can tell you a bit about myself, my background and our new products/offers.
Why am I not doing that?
If I do not provide a compelling answer to WIIFM immediately on the call I will not break their pre-occupation and it will be too easy for them to say pass and hang up.
Remember you are an uninvited distraction. You must offer compelling value with at least two baits immediately on the call to increase your odds of having a conversation and booking a meeting.
- answer WIIFM immediately on your prospecting call
- include 2 or more baits to tempt them to speak with you
- avoid boring, lame vanilla scripts that lead with yourself, your company or your product
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If you or your sales team is struggling with prospecting / not booking enough meetings and is light on pipeline contact me a sales training expert to discuss how to be more effective and increase sales.