Archive for the ‘Cold Calling’ Category
By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success – Live Cold Call Training Workshops®
In order for a prospect to be well qualified, you need to identify the following pieces of information. Try modifying the following questions and adding them to your sales toolbox.
The Need:
“What do you do when _________ occurs?”
“What happens when __________ lacks the ________ to properly ___________?”
“What if _______ continue to drop?”
These are business impact questions. They are designed to uncover the cost of inaction or taking the wrong action.
The Time Frame:
“What time frame did you have in mind for implementing this type of solution?”
“When were you planning to make an announcement about this type of program?”
“How often do you bring all your __________ people together in one place?”
The Availability of or Access to Budget:
“Has budget been set aside for this type of service?”
“Do you have access to budget through another person or another department?”
“At what level or amount do you need additional sign-offs? $10,000 or $20,000? (make a suggestion)”¶
The Evaluation Process:
“When you are comparing different types of ________ solutions, what criterion or factors come into play?”
“What factors do you base your recommendations?”
“Who besides yourself gets involved?”¶
The Buying Process:
“What is the process you go through when you acquire a ______ type of solution?”
“Who besides yourself gets involved?”
“How does your acquisition process work?”¶
The Buyer Types:
There are basically six types of buyers or influencers and each has a specific job to do and each is motivated differently.
Final Decision Maker(s) signs the check.
Motivation: What is the effect on our bottom line?
Evaluator(s) screens out and says no.
Motivation: What is the best solution that meets our needs?
Guide(s) want to help guide you through the process.
Motivation: I like your solution. How can I help you get your solution as the one chosen?
End User(s) are concerned about the effect on them and their job.
Motivation: Will it make my job easier or harder?
Initiator(s) want to look good.
Motivation: How can I show that I did a good job of gathering information?
Purchasing/Legal/Contracts are responsible for negotiating the terms and conditions.
Motivation: How can we get the most favorable terms and conditions for our company (i.e. additional discounts, extra technical support or consulting services, lower pricing, more training or extra sets of documentation, better payment terms, guarantees, etc.)?¶
What types of questions would you ask to uncover this information?
Open ended questions that begin with a Who, What, Where, When, Why or How. These types of questions cannot be easily answered with a Yes or No.
Each of these pieces of information is important to know before closing a sale. It can be real tough to get to the end of a sales cycle only to find out you missed something which could potentially delay or even ruin your deal. Plan your questions in advance and you’ll be prepared to turn plain prospects into well qualified prospects who will buy from you and put more money in your pocket in less time than ever before.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at 818-991-6487 by clicking here. Follow me on Twitter by clicking here.
By Vic Whiteley, Director at SecureServ, Pty Ltd
What can you do to influence a buying decision?
First people follow habitual behaviors and typically have fixed attitudes. However, these habits and behaviors may change when a particular need becomes great enough. We are very much creatures of habit and, despite what we might be tempted to believe, we don’t vary much from our habitual ways of doing things nearly as much as we think we do.
Why do you think that would be the case? The old comfort zone theory! When we move out of our comfort zone, we experience emotional pressure, stress and, often, fatigue. As an instinctive response, we tend to return to our comfort zone at the earliest opportunity.
However, when the need is great enough, behaviors can change. This will happen when a buyer’s perception of a problem can grow large enough to move them towards a decision to buy.
When personal computers were introduced in the 1980′s, they enabled the user to perform financial analysis, word processing, graphics and mathematical functions. These PC’s offered users some of the powers of the mainframe computers of the day, but the overall cost of changing over to PC’s was high and the attitude towards them by managers was generally negative. These managers also tended to downplay their own technical ability, usually deservedly so. Also, many in the I.T. department saw the proliferation of PC’s as a loss of their power and control.
Why did companies wait until the late 1980′s before changing their word processing pools, then wait even longer to buy PC’s and network them for professionals and managers? Their attitude against the effectiveness was entrenched and they waited until their dissatisfaction their perception of the seriousness of their business problems grew large enough to move them towards a decision to buy PC’s.
As the world economy changed, managers were required to provide quick answers about how they operated and address lost quality and increased competition. They needed to gain efficiency and use their resources more effectively.
Once their problems and needs were seen as serious enough, buyers’ attitudes changed and they looked at the issue of purchasing PC’s quite differently. What had once seemed like a luxury became a necessity customers bought PC’s because they saw the solution to their problems as a matter of survival. Their attitude towards PC’s changed, as did their buying behaviors, witnessed now by the situation today: a PC on every desk.
All buying behaviors originate from needs. Even though buyers are sometimes slow to change buying habits, it is your responsibility as a salesperson to uncover their needs and create needs awareness.
Examples of needs awareness questions include:
“What do you do when ___ occurs?”
“What’s the process you go through if ___ were to happen?”
“When you bring new people on board, how do you go about making sure they have everything they need?”
“Who besides yourself gets involved when this type of accident takes place?”
Learn how to use these types of questions and you’ll boost your sales much faster than before.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at 818-991-6487 by clicking here. Follow me on Twitter by clicking here.
By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success – Live Cold Call Training Workshops®
According to Josh Gordon’s book “Selling 2.0 – Motivating Customers in the New Economy”, building trust is ranked by customers as the number one way to motivate and persuade them to buy. Trust ranked ahead of building relationships, selling value, problem solving, adding value, building loyalty and finally competitive positioning. It is important to be well trusted and you should not underestimate the importance of building trust in areas such as aggressive problem solving and missionary selling before the buying even begins. Trust is the assured reliance on character, strength or truth of someone.
One of the biggest factors in building trust is establishing consistency. This means the other person always knows what to expect from you. In addition to consistency these characteristics are also important when building trust.
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Confidentiality
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Listening
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Making the other person feel heard and understood
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Being clear about what is being exchanged in the relationship
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Like-ability of the provider
When you work over the telephone, the only feedback you receive is the sound of the person’s voice and what is going on in the background. You cannot see their face or how their body language changes based upon what is being said. Therefore, it is key, to build trust up front.
Since building trust over the phone disables the reliance on visual feedback, one of the ways you can build trust is to match and mirror the speed, tone and volume of the other person’s voice. If they speak fast you need to speed up your rate of speech. If they speak slow then slow down. The same applies to louder and softer.
People feel comfortable speaking and buying from people they know, like (like means similar) and trust.
Trust is a key factor in how people make decisions. Therefore it is important to understand how to build and maintain trust. The more you understand about your accounts and their unique situations, combined with an establishment of a positive working relationship, the easier it will be to build trust.
Ten Ways to Establish Trust
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People trust people who are honest about the truth even if it is uncomfortable.
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People who look and act professionally build trust.
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People trust people who ask good questions and are willing to listen.
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Trust comes from being able to demonstrate your knowledge or technical proficiency.
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Trusted professionals ask tough, thought provoking questions, while reaching meaningful issues quickly.
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People trust other people who respect their values.
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People trust people who make them think.
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You create trust when you focus on what your accounts are trying to accomplish.
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People trust people have had similar experiences to theirs.
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People trust people who have a genuine interest in what they have to say.
Slick words or trying to impress people with all the features of your solutions do not build trust they fuel skepticism. Being able to have proof readily available in the form of testimonial letters and phone or email references builds trust. Improve your trust building skills and you’ll improve your sales.
Reference: Selling 2.0: Motivating Customers in the New Economy, by Josh Gordon available at: http://amzn.to/11MzUia.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at 818-991-6487 by clicking here. Follow me on Twitter by clicking here.
By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success® – Live Cold Call Training Workshops
Look at any team sport and ask yourself what happens when the other side makes a move or a play such as a base hit in baseball or a run in football? The answer is the other team shifts in reaction to what has occurred.
However until some action is taken, no shift can be made. If a baseball is hit towards the shortstop he moves or shifts in the direction of the ball. You typically don’t see him move before the ball is hit.
If a running back is running a play off the end of the right tackle you’ll see the linebacker shift in anticipation of where the runner is headed. They shift to where they think the play is headed however if they are wrong they quickly shift again to where the actual ball is.
A similar phenomenon happens on the phone. People ask you questions and you must be prepared to shift. The difference between sports and sales is you can help direct the shift be asking questions.
The person who asks the questions controls the conversation.
Think about it for a minute. If I ask you what you like about blue and you answer it looks good on me. Who is directing the conversation? If you guessed me, you are correct.
Now let’s turn the situation around. There are two possibilities. One is you lead with a statement or question or a combination of both or secondly, you let the other person ask the question and then they gain control of the conversation.
So the conversation might go your way by you asking the first question or making the first statement such as “Maybe you can help me.” “Who is responsible for software? Do you have a CIO or VP of I.S.?”
Or it could go the other way where an executive’s assistant asks you “Why are you calling?” or “What do you want?” Now they are in control. You need to be prepared to handle both situations.
When you ask the questions first, you control the call. If they ask the questions first then they control the call. It is that simple. Your goal then becomes to make a statement and/or ask a question first.
So by now your asking “Ron, how do I stay in control?” It is very easy. Simply stop and make a statement such as “Maybe you can help me” or “Let me ask you a question” or “By the way’. I find “Maybe you can help me” works best since people naturally like to help other people.
When the assistant says, “Why are you calling?” or “What do you want?” You can respond by saying, “Maybe you can help me.” “Who is responsible for software? Do you have a CIO or VP of I.S.?” You have just shifted the direction and taken control of the call.
In large ticket sales you must be able to shift and react quickly to what the prospect is saying. So many times I hear reps on the phone and they are asked a question and are thrown for a loop. Or the other person keeps talking on and on and moves the conversation off the topic.
Let’s say the topic is application development but the prospect begins to talk about systems operations. You can bring the conversation back onto to the topic of application development by saying something such as “I understand what you are saying about systems operations. Now let me ask you a question. How do you handle application development?” Each time you ask the questions, you stay in the driver’s seat driving the direction of the call where you want it to go.
If you ever watch a football or any professional team practice you’ll notice they are constantly preparing for the unexpected.
I believe that in sales we need to be able to do the same thing. This leads me to my point. Sit down and write out questions prospects might ask. Next write out responses to those questions. Then practice using those statements and questions to keep control of the call and move it in the direction you want it to go.
Does this mean you don’t listen to what the other person has to say? Of course not. Instead you base your questions upon their answers and that is what creates the basis of a conversation.
So in summary, when someone asks you a question. Stop and wait for them to finish. Feedback what you heard and then ask your next question based upon their answer.
You’ll find you will be having much longer conversations, which are also more meaningful and which will also lead to more sales in less time.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at 818-991-6487 by clicking here. Follow me on Twitter by clicking here.
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By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success® – Live Cold Call Training Workshops
Imagine an orchestra playing before you. Now think what would happen if one of the violin players suddenly ignored the what the composer had written on the sheet music started playing another tune right during the middle of another piece. Or what if the violin player kept their instrument aloft and accidentally played a note or two?
What would happen? At the very least, the harmony would end. Why? The person was not paying attention or was intent on making themselves heard.
Now imagine being on the telephone having a conversation with a prospect when all of a sudden instead of listening to what is being said to you, you decide you must start talking about all the features and benefits you feel the prospect must know about your technology. Instead of continuing to listen and discuss what is important to the prospect, you interrupt thinking if only they knew how great your technology is they would buy immediately.
Let’s go back to our orchestra scenario. What happens when a violinist decides to play another piece or accidentally plays a note during the middle of a piece? Similar to the disharmony they would cause, you would probably end up with something equally bad. This maybe the loss of a sale and possibly damaging any future relationship.
The telephone is similar to a violin. It is an instrument. It takes practice to learn how to derive the most benefits from using it. When you learn how to play the violin, unless you are a prodigy born with innate talent, you need to practice following what the composer has written (or in the case of a conversation, listening to what the prospect is saying without interrupting).
This can and is a real challenge for many of us. Why? We like to hear ourselves speak. We like to share all of what we know.
While on the telephone, one of the ways you can prevent this is to place a finger over your mouth reminding yourself that your job at this point is to listen and not speak. This serves four purposes.
One, it is very difficult to talk when your finger is covering your mouth.
Two, it will remind you to listen (and concentrate) more and while speaking less.
Three, you will begin to become conscious of your need to speak.
Four, you will be able to learn how to control your urge to speak.
This is a simple yet useful technique to force yourself to get in the habit of listening.
Using the telephone to make sales requires discipline. Since you cannot see the other person and therefore cannot rely upon visual signs, you must rely solely upon what you hear. Decide to listen. STOP! Stop talking on purpose.
Encourage the person to answer each question in detail by remaining silent. Remember that silence often gives the person on the other end of the line time to think about an answer to your question. If you interrupt them, you may never know what important piece of information they were going to tell you.
Allow them time to think, you will get more information that way, rather than trying to fill in the gaps of silence. Show you are listening by using statements such as “I see” or “I hear you” “Okay” “I understand what you mean” or “Right.” If you overlook this step, misunderstandings can come back to haunt you later.
Have you ever watched an orchestra when a group of instruments are not playing or are not getting ready to play? What do they do? Typically they put their instruments down or away from their mouths. Why do you think they do this? Could it be so they don’t accidentally play a note and ruin the piece that is being played?
Control your urge to speak and you will make more sales. Remember, the secret to listening is to be interested, not interesting.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at 818-991-6487 by clicking here. Follow me on Twitter by clicking here.
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By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success® – Live Cold Call Training Workshops
Sales reps should avoid talking too much and listening too little. Using close-ended questions, which tend to kill a conversation with a yes or no answer instead of open-ended questions that extend a conversation because they cannot be easily answered with a yes or no.
Sales reps should avoid not getting people to commit to a yes or no decision rather than a perhaps or a maybe. Get rid of the prospects that keep dragging their feet. Simply ask, “Is there still an interest in [your product or service]? If yes, what’s the next step?” The sooner you know the quicker you can invest your time in those prospects that have an interest and are willing to take action or “move forward”.
Sales reps should avoid forgetting to ask permission to speak or not showing a lack respect for the other person’s time. An executive’s time is one of their most limited and valuable assets. If it is not respected you will quickly find yourself disconnected. Would you want to speak with someone if you were in the middle of an important meeting? No. So remember a little common courtesy goes a long way. ALWAYS ask permission to speak. I happen to like “Is this a good time to speak?” or “Do you have a moment?”
Sales reps should avoid asking too many questions in a row. Too many questions in a row are frustrating because the prospect doesn’t know which question to answer first and the conversation becomes confusing real fast. Remember one question at a time, then STOP! You’ll have plenty of time to ask more questions and the prospect won’t be defensive since they are unable to answer multiple questions at once.
Sales reps should avoid talking over other the prospect’s answer to a question or interrupting while the prospect is speaking. Since most, if not all of us, like to hear ourselves speak, it takes tremendous discipline to remain silent until someone has finished what they have to say. What if the part of the answer that you spoke over was a crucial piece of information? You’ll never know, will you?
Sales reps should avoid calling on people who have no authority to buy. Many reps would rather spend their limited selling time calling upon lower level people who, while they maybe good sources of information, they lack the authority to buy. These people can stymie the sales process by saying don’t go above me and don’t go below me. I am the only person you need to speak with. What happens then? You become in the “let’s talk some more and more or show me more and more” position. This type of scenario will drag your sales process to a halt.
Sales reps should avoid speaking too fast, too slow, in a monotone or without enthusiasm or conviction. People buy from people they know, like and trust and trust means similar to them. Learn to match and mirror the rate of speed, tone and the volume of the prospect’s voice. Listening to a person’s voice mail often provides a clue as to what type of speaker they are. If they speak fast, speed up. If they speak slowly, then slow done. The same applies to louder and softer. As for tone, learn to move your voice up and down and enunciate clearly.
Sales reps should avoid pitching. Pitching is for baseball pitchers not selling. Pitching implies something will be caught yet not necessarily the “right thing or solution”. A good salesperson never needs to pitch since by asking the right questions and listening they know what the prospect wants resented to them and the close becomes a natural conclusion.
Sales reps should avoid leaving their phone number only once and speaking too fast when they leave a voice mail. This means the prospect has to play the message over and over again when it is much easy to just erase it. Make it easy for people to do business with you. SLOW DOWN when you leave a message and leave your phone number twice in a row. The first time you leave your number gives the prospect time to find a pen and the second gives them time to write down the number.
Sales reps, who work in the field, should avoid forgetting to make eye contact. In Nicholas Boothman’s book, How to Connect in Business in 90 Seconds, he claims people make “like/don’t like” decisions within the first 90 seconds of meeting someone. This means you must be able to win someone over fast. For you field reps it is a known fact that looking people directly in the eyes establishes you as trustworthy and open. Practice making a mental note of each person’s eye color and you’ll automatically look each person you meet right in the eye.
Sales reps should avoid making selling too complicated. Often it is better to be reminded and return to the basics above rather than to continue behavior, which should be avoided, if you want to be successful in sales.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at 818-991-6487 by clicking here. Follow me on Twitter by clicking here.
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By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success – Live Cold Call Training Workshops®
What are the secrets to successful cold calling? Here are eight tactics you can take to become a better cold caller and improve the success of your cold calling and prospecting.
1. Don’t sell right away. Instead, stay in information mode and stay out of sales mode. If you’re in a position to “sell” at your company, then you know it’s not always easy to get the ear of the prospect. The worst thing you can do is to make a cold call to someone you don’t know and without knowing their problems, challenges, needs or pains and then start selling. It’s a turnoff to the person you’re speaking with and ultimately wastes both your time.
2. Find the right person(s). Find the person(s) who is/are responsible for evaluating and/or making decisions about your solution. This is a critical step. How many times do you call someone and they are not the person you need to reach. You have wasted your time and theirs.
3. Do Your Homework. Once you know the correct person to speak with, study their website and LinkedIn (Jigsaw, Hoovers, OneSource, etc.) individual, company and industry profiles. What do they have in common with your customers? Find out and use this information to build a compelling story which will cause them to want to take action.
4. Ask for Permission to Speak. This is a critical step often missed by sales reps. Professional salespeople always ask for permission to speak. If they are on a call or in a meeting they won’t be paying attention to what you have to say. Try “Is this a good time to speak?” or “Do you have a moment? There are three possible answers. Yes, No or Maybe.
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They may say Yes, then you can deliver the opening reason for your call which in the case of a cold or prospecting call is to find out how they do business in your area of expertise, find out what is important to them or what is causing them pain and then setting up a time and date specific action step such as a face-to-face meeting, phone appointment or a web demo.
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Or, they may say No, in which case, either get off the phone, set an appointment to call them back or confirm they are the right person to speak with (We speak with people not talk to them).
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If they say Maybe, what is this about, then you can you can deliver the opening reason for your call.
5. Use open and close ended questions. This may seem old fashioned; however these types of questions still work. Open ended questions are used to gain information. Close ended questions are used to confirm what was said and gain agreement for action. Examples: So open ended questions are used to gain information, right, correct or okay? If I email you an Agreement on Thursday, you’ll have it signed off and emailed back to me on Monday, correct, right or okay?
6. Ask business impact questions. Tailor what you say to what your prospect’s needs, challenges, pains or problems. Seek to find out where are they now, where do they want to be and how do they plan to get there. This is known as the planning process. See if you can bring to their attention through the use of industry related stories about potential needs, challenges problems or pains they maybe currently experiencing now or in the future.
7. Really Listen to What They are Saying. Your focus should be on them and not on the next question you are planning to ask. If you get in the door and speak to someone who cares about what you sell, shut up. Listen to their problems, needs, pains or challenges are. Feedback what you believe they said and then ask your next question based upon their answer.
8. Set up a Time and Date Specific Action Step. This important step is often missed and is the key to ending a good cold call. For example, When would be a good day and time for us to set up a brief 20 to 30 minute meeting to come out and introduce myself and my company to determine if we can be of service to you? It is a “being of service” approach rather than a cheesy, or salesy approach.
In conclusion, the next time you’re faced with a “selling” situation, try to stay in information mode and to stay out of sales mode. Remember “Understanding Comes Before Selling” or how can I sell someone something unless I know there is a need to sell something. Put these three tactics to work and watch the results lead you to your next successful cold call.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at +1-818-991-6487 by clicking here. Follow me on Twitter by clicking here.
HOME PAGE // SITE MAP // STORE // WORKSHOPS // REINFORCEMENT // CLIENTS
TESTIMONIAL LETTERS // MORE TESTIMONIAL LETTERS // QUOTES FROM CLIENTS
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FREE INFO // ABOUT US // FREE SALES TIPS E-ZINE
By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success – Live Cold Call Training Workshops®
Before you have gotten your first appointment, the need to do your pre-cold call planning homework and collect background information about a prospect’s company really kicks in. While you may not be able to cover all the areas mentioned, being aware of them, can be very beneficial in differentiating yourself from other sales reps that do not take the time to do their homework. Instead, they just call a prospect blindly, “flying by the seat of their pants” and hope they get a result.
The Main Objectives of Pre-Cold Call Planning are to Understand:
Where is the prospect and their company now.
Where does the prospect want their company to be.
How does the prospect currently plan to get their company to that objective.
Start by checking the prospect’s web site and other Internet web sites for information related too:
Alliances
Are any of these organizations, customers of yours?
Are you able to leverage the people in these relationships?
Business Environment or Industry Trends
Look for industry or government potential change or change events* or business drivers such as increasing regulations, decreasing costs, increasing agility or decreasing risk.
Contact Names
Are names, titles, extensions or email addresses of people related to your solution (possibly an organizational chart) available by doing a search either publicly or on their web site?
Competition
Who are their direct and indirect competition?
Are you able to leverage these relationships by demonstrating the benefits and results your prospect may miss by not doing business with your company?
Decisions
Are they centralized in one location or does each location have the authority to make their own decisions?
Do you know who are the real decision-makers and other buyer types?
Distributors, Alliances, Resellers or Partners
Are any of these organizations, customers or in reseller or alliance programs of yours?
Are you able to leverage the people in these relationships?
Investor Relations or Corporate Communications or Community Relations
Are there any change events listed?
Are there any contacts phone numbers or emails listed?
Locations and Employees
How many locations and employees are at each location?
Are you able to leverage the people in these relationships?
Management’s Discussion & Analysis of Financial Condition & Results of Operations from the Annual Report
This information, usually found in a publicly traded company’s annual report, can tell you:
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What are the prospect’s current & future goals and objectives.
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What are the change events that may effect the prospect’s business operations.
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What are the prospect’s current or future strategies.
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Who does the prospect consider as their main competition and why.
Markets and Customers
Who do they serve and what types of marketing delivery vehicles do they use (Such as social media, their web site or direct mail?
Solution Development
What solutions does the prospect offer and how are these solutions developed?
Solution Offerings
How are the prospect’s solutions delivered to the marketplace?
Properties or Locations
Any changes such as expansions or contractions?
Creating an Pre-Cold Call Planning Template
We have already established when you are going after large prospective clients, you need to do some research first. Start by preparing a Pre-Cold Call Planning Template either as a document or by copying the information into your SFA/CRM system. To build this template, you need to:
Copy the Prospect’s Organization Contact Information
Company Name, Address, Zip, Phone Numbers, etc. into your Template. Look for non toll-free numbers. These numbers will keep you away from call centers that often cannot help you,
Copy the Prospect’s Company Management into your Template.
Read the Career Section or Jobs Offered Look for careers or jobs related to your solutions.
For example: technology in use or the people the prospect is hiring for specific projects. Copy this information into your Template,
Copy the About the Company from the Career or About the Company Sections.
These typically explain the prospect’s company mission statement, objectives, values and goals,
Review the Corporate Communications, Press Releases, Investor Relations or Community Relations pages
Look for additional contact information within the prospect’s company. Call on these people if you are having trouble getting into your prospect’s company over the phone. Copy this information into your Template,
Search for change events and articles of interest as they relate to your solution. Search on words applying to your solutions. Here are some examples of change events decision-makers care about most:
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Acquisitions
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Collections
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Competitive Environment Changes
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Compliance with Regulations
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Cost of Goods Sold
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Customer Retention or Churn
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Downtime/Up-time
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Employee Turnover or Churn
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Inventory Turns
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Joint Ventures
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Labor Costs
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Lead Conversion Rate
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Lifetime customer value
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Locations Changes
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Market Share or Percent of Market Owned
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Mergers
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Net Payback Period
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New Funding
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New Hires
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Operating Costs
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Pending or Changes in Government Regs
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Productivity
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Profit Margins
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Promotions
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Return on Investment
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Sales Velocity or Sales Cycle Speed
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Share of Customer Market
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Time to Market
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Time to Profitability
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Total Cost of Ownership
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Turnaround Time
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Waste
Copy these into your Template.
Look at other Networking, Contact Sources, Free and Paid Sales Research Sites.
My favorite is http://www.LinkedIn.com which allows you to do advanced targeted searches on names, titles and companies.
Here are some other web sites where you can find this information:
Use complementary Google Alerts http://www.google.com/alerts to find and track these events that occur within your prospects’ and clients’ companies. This information will help you determine the main business reasons how and why prospects and clients use your solutions.
Other Sources of Actionable Business Sales Intelligence™
For publically traded companies, read the Management Discussion & Analysis in their Annual Report or go to the Security Exchange Commission’s web site: http://www.sec.gov/search/search.htm to find this information.
Go to Yahoo Finance’s website http://finance.yahoo.com/ to find information about the prospect’s company officers and their main competition.
Key Point – Use your relationships with people at your and your prospect’s competitors, partners, resellers or distributors to lend credibility to your organization’s offerings.
Key Point – Do not spend more time researching than you do actually making calls. Do not fall into the Paralysis by Analysis trap.
In conclusion, do your Pre-Cold Call Planning homework and you’ll be miles ahead of your competition while making more sales and putting greater amounts of dollars in your bank account.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at +1-818-991-6487 by clicking here. Follow me on Twitter by clicking here.
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By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success – Live Cold Call Training Workshops®
Are you having a hard time reaching decision-makers, setting up well-qualified appointments, getting past gatekeepers, gathering information or finding if you are calling on an appropriate prospect in the first place? Maybe it seems impossible to get your cold calls returned or you are getting stuck into an endless loop of voice mail.
The big problem today in cold calling on businesses, is it is so hard to get a response. It is a bad situation but it really doesn’t have to be. This problem often stems from sales training where reps are trained to start selling BEFORE they have determined if there is a need to sell. The problem becomes further compounded when sales reps think they are speaking with a decision maker but they really aren’t Add the urge to speak about their solutions rather than to ask questions and listen to the complete answers and all of a sudden cold calling becomes real difficult.
Becoming successful at cold calling requires you switch from the old “If I make enough calls, I’ll sell something” to “If I speak with the person who has the authority and need to buy and if I have the right solution to fit their needs, then they will buy” approach. This approach emphasizes finding the decision-maker(s), using exploratory questions and active listening to gather the information needed to understand who has the authority to buy, if there is a need to buy, and if so, what you should be presenting so the prospect will buy.
Step 1. Establish call objectives.
Your first objective should be to locate what we will call the “WHO” or decision-maker(s). Second, you need to determine if a need exists. Third, suggest a solution based upon the information you’ve gathered. Fourth, ask for and set up time and date specific action steps.
Step 2. Find the decision-maker(s) first.
Before you can find the “WHO”, you must first know how to work your way through the maze of a large organization. It is easy to get sidetracked by someone who says they have the authority to buy but doesn’t.
There are three approaches into an organization. TOP DOWN (most effective) or SIDEWAYS IN or BOTTOM UP. Whatever direction you choose, remember to seek out the “WHO” first.
The easiest one of the three is the “top down” approach using the power of referral from above. Cold calling goes much easier if you always start at the top of an organization and work your way down. It is much easier to work your way downstream then fight your way up stream.
On your initial call, your goal is to discover “WHO” is responsible for making decisions to buy your type of solution. Start with these questions. “Maybe you can help me? Who is responsible for [your solution?]” “Do you have a [ask for the highest level title responsible for the final decision to acquire [your solution]“. Such as, “Do you have a CIO of a CFO?”
This isn’t the time to talk about your solution. Your goal is to find the “WHO” first. This set of questions in order will keep you out of sales mode and help you stay in information mode. These questions will diminish your fear of rejection and build your confidence since people are usually willing and able to answer them. You’ll also find people less defensive and more helpful when they don’t feel like they are being sold something.
You start by calling the headquarters receptionist and after confirming the address, you ask for the name and correct spelling of the CEO (or President, etc.). Next ask to be transferred to the CEO’s assistant.
The advantage of calling the CEO’s assistant is twofold. One is they work and deal with the higher level people (C-level, VPs, etc.) and secondly when they give refer you to the person they believe is the “WHO”, that person or their office’s gatekeeper will usually take your cold call.
The reason for this is it is very difficult for a subordinate to refuse a call coming from a superior or a superior’s office (make sure you tell the truth and say you were referred by the CEO’s office). This fact alone eliminates many of the road blocks such as getting return calls or being put through to the decision makers themselves. Remember you DO NOT want to speak with the CEO or President, you want their assistant.
When you are transferred the first thing you need to say is that you were referred by the CEO’s office (or the CEO if you speak with them).
Using the sideways approach begins with choosing a department such as Investor or Public Relations, Purchasing or Sales. Your objective again is to find the “WHO”.
Finding the “WHO” using the bottom up approach begins by calling on people who work in the mail room, an outlying factory, retail location, or customer service and then working your way upwards.
Remember to be flexible and continue transferring to different departments to maximize the value of each call. The objective is to find a live person who will speak with you and provide more pieces of the selling puzzle.
Starting from the top and establishing the who’s who of the organizational hierarchy eliminates a person at a lower level in the organization from saying don’t go above me, you deal only with me. This is because you can mention all the names of the people above.
Step 3. Ask permission to speak.
From a business perspective, there may be nothing more valuable than our time. Let people know that you respect their time by asking, “Is this a good time to speak?” or “Do you have a few moments?” before using your opening statement. Not only is this a more professional approach, you’ll find people will offer their full attention since you’ve been given their permission to speak.
If it isn’t a convenient time for your prospect to talk, SCHEDULE A FOLLOW-UP CALL and then HANG UP THE PHONE. Why waste their time or yours? If they are busy, you certainly will not have their attention. Make a good impression by being polite and respectful of the other person’s time.
Step 4: Use direct open-ended questions.
Start by using direct questions such as: “Who is responsible for.?” or “How do you currently handle.? Or “What are you doing in the area of.?” or “When do you plan to make a decision on .?” or “Why do you think that is?” Direct questions demonstrate you are in control of the conversation and you know what you are doing.
Avoid using weak questions or statements: “Could you possibly” or “Might you be able to tell me?” or “I’m just trying to find out some information” or “I was hoping to find out” These type of statements imply a lack confidence.
Step 5: Summarize your conversation.
At the end and after any conversation involving action items, summarize verbally and in writing important points and clarify time and date specific next steps. Follow the verbal summary with a written one in an e-mail and then call to be sure the information was received.
Use a Summary Email to help you move forward towards the close of a sale. This email provides a detailed summary of what you heard during the conversation, what it means and what are the next steps to be taken, by who and by when in order to complete the sale.
In this email include:
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Prospect’s Company Background (Describe the past and current company situations).
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Current Challenges or Situation (List the needs, problems, pains or challenges and why they are occurring).
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Timing (Specify the evaluation completion and decision dates you have been told).
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Evaluation Process (Identify who will conduct the evaluation and the criterion that will be used).
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Decision Process (Note who will be involved in making the decision and how will they decide).
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Budget (Establish that budget has been set aside or there is access to budget).
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The Next Step (Layout the process of who will do what and by when).
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A Signature (Include your complete contact information and a tag line explaining the benefits of your solution).
Summary
You can make cold calling easier and more effective by starting at the top and by following these steps.
1. Establish call objectives.
2. Find the decision-maker(s) first.
3. Ask permission to speak.
4. Use direct open-ended questions.
5. Summarize your conversation.
Want to remove fear and rejection from cold calling? View cold calling as an informational puzzle. Your goal is to see how many pieces of information you can get on every call. When you gather information you didn’t have before you’ve gotten a result. If you’ve gotten a result then you haven’t been rejected.
This puzzle approach will allow you to maximize your valuable selling time by calling on the people who can and will buy from you.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Calling Training, Inc., an Oak Park, CA cold call training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Call Training Workshops® by calling me, Ron LaVine at +1-818-991-6487 by clicking here. Follow me on Twitter by clicking here.
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By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success – Live Cold Calling Training Workshops®
Where to Begin?
Clear your desk and prepare yourself for each call by having everything you need within reach or eyesight. To maximize each call, use a headset, lean slightly forward while sitting in your chair and minimize or remove all distractions around you.
Think of yourself as a sponge. Give your full attention to what is being said by the contact. Listen closely to not only what is being said, and how it is being said.
A helpful tip is to record your conversations to be sure you do not miss any important details. Then play the recording after the call confirming the notes you took based upon what you heard are correct.
When entering a new industry, most people know little, if anything, about the terminology (nomenclature) being used. People in the software industry use acronyms like MVS (multiple virtual storage), VM (virtual machine), VSE (virtual storage extended) or CICS (customer information control system) and it can get confusing fast.
A good strategy to overcome this challenge is to ask the people you speak with, if they have a moment to explain what different terms mean and how the terms relate. Never be afraid to admit you do not know or understand something. Remember to be interested, not interesting, by becoming a good listener.
You can receive a free education worth thousands of dollars just by asking questions and letting people have the opportunity to teach you what they have learned after years of experience in their industry. Is everyone helpful? No. Many people are too busy to take the time to speak with you. Yet there are plenty of people who will spend the time to educate you if you ask politely and show a genuine interest in what they have to say.
What makes your call different from any other type of call is you are truly trying to benefit the account. You do this by using seeing (“I see what you mean”), hearing (“I hear what you are saying”) or feeling (“I understand how you feel”) terms.1 These terms enable your contact to understand the results they can attain using your solution.
You can demonstrate to a contact how to alleviate dissatisfaction with current suppliers; get rid potential problems or challenges while taking advantage of proven solutions. You do this by relaying the benefits your products or services provide along with the corresponding results in terms they can relate to.
During a qualification call, accounts tend to be naturally wary of unexpected calls therefore it is imperative you differentiate yourself from other account executives by respecting your account’s time. Is your calendar handy and are you ready to schedule a phone appointment if the contact you are calling is busy?
Remember to be exceptionally friendly and polite to everyone you speak with in the account’s company. People with influence can come from any area of a company.
How does the person sound when they answer the phone? Are they harried, angry, busy or distracted? It’s a good idea to ask “Am I catching you at a busy point?” If they say yes, then ask when would be a good time to call back and schedule an appointment to call them on a specific day and time. Make a note in your schedule and be sure to place the call. If handled correctly they will feel obligated to spend at least a minute speaking with you since they agreed to the appointment or if they don’t want to make an appointment they may give you 30 seconds to a minute to briefly explain the reason why you’re calling.
If you practice these TIPs (techniques, ideas and processes), while making your calls, your can increase your success. People like to speak with people who can establish credibility by speaking on the same level as they do rather than above or below them. My experience shows, people, when asked politely for their time, and have granted permission to speak with them, enjoy speaking with someone who has a genuine interest in listening to what they have to say.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Call Training, Inc., an Oak Park, CA live cold calling training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Calling Training Workshops® by calling me, Ron LaVine at +1-818-991-6487 by clicking here. Follow me on Twitter by clicking here.
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By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success – Live Cold Calling Training Workshops®
Don’t try to sell the Operator: be polite yet respectfully persistent while finding who the right person to speak with is.
Get an internal transfer: the number will come through as an internal transfer and the person will pick up.
Offer to call back: ask when is convenient for them.
Random names: type in a couple of letters, wait for the system to come back; the system will supply other names and their extensions.
Department directories: listen for all menu choices as other departments provide additional points of entry — perhaps they might need a solution from your company.
Best times to call: before or after their ‘gatekeeper’ arrives/leaves – execs will pick up their own phone after hours. Or try them on the hour in between meetings.
Make note of the time you were able to reach the person: typically you can reach them again at the same time.
Change the digits: people in the same department have similar extensions; change 1 or 2 of the digits and ask to be referred or for the correct extension.
Get the main number: use the Internet to find other numbers of points of entry.
Make an error in the extension: ‘I was trying to reach x, maybe you can help me, is Tina within eyesight?’ People like to help each other.
Listen to complete message for additional choices, names and numbers.
Build rapport more quickly by teaching yourself to regulate your voice to gently match theirs.
Practice: call yourself and leave a message. How do you sound? Practice until your voice sounds smooth and melodic. Remember people cannot see you they can only hear your voice.
Use your headset: open your mouth wide and carefully pronounce every word. Do not hold the phone on your shoulder as this tenses your throat and makes you talk from one side of your mouth.
Tip: buy a digital ‘logger’ for example at http://www.coldcalltraining.com/home-page/store/ (last item on the list). Record your conversation, replay for yourself and/or your manager. It can eliminate the need to take notes at the time of the call; you can focus on what is being said.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Call Training, Inc., an Oak Park, CA live cold calling training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Calling Training Workshops® by calling me, Ron LaVine at +1-818-991-6487 by clicking here. Follow me on Twitter by clicking here.
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By Ron LaVine, MBA and President of Accelerated Cold Call Training, Inc.
Cold Calling System for Sales Success – Live Cold Calling Training Workshops®
Using the phone successfully to market your products and services to potential new clients often requires you to navigate through a labyrinth of people to find the correct individual(s) who can provide the information you seek. Whether for pre-sales research or to determine who has the ability to acquire your products and services, here is a quick summary of proven techniques for achieving these objectives.
Know the purpose of your call in advance. Before placing a call, have a clear and specific objective or purpose of what you are trying to achieve. Prepare a list of questions that need answers prior to your call. This will help you stay on track and meet your objective.
Purchasing, Investor Relations or the CEO’s office are all good places to begin when you don’t have a contact within a company. Calling into multiple departments in a company or organization can not only provide the information or person sought, but also give a unique overview of how a company’s internal processes work. This can be useful information if further calls are required to
the same or similar companies. As these individuals are usually very busy, have a short direct question prepared, such as “Who is responsible for evaluating [insert your product/service]?” This makes possible for either a quick or detailed answer.
Take advantage of the corporate hierarchy. When being referred from a higher level person (such as the President or their office) to a lower level person, use the higher person’s name or office to lend credibility and importance to your request. For example: “Mr. Smith’s office referred me to you.”
Always ask for permission to speak. After briefly introducing yourself and your company, ask for permission to speak, before explaining the reason for the call. Do not speak with people who do not want to speak with you. You will not have their full attention. Getting permission first is the polite thing to do.
Set up a telephone appointment. If the person sounds busy, make an appointment by asking a directional question “Do you have a pen handy? Follow with “When would be a good time to schedule a two minute call to see if my company can be of service to you?” Nail down a specific time and date and follow-up with an e-mail reminder.
Listen to what is going on in the background. When a phone or distraction occurs in the background, politely inquire whether that situation needs to be dealt with and offer to be placed on hold. This shows respect for the other person and is greatly appreciated.
Use open ended questions such as Who, What Where, When, Why or How to gain information and closed ended questions such as Do, Are, Correct, Right or Okay to confirm what was said and gain agreement for action.
Practice the Q/A/F/Q technique. Ask a Question. Wait for an Answer. Feedback what you heard to be sure you have a clear understanding of what was said. Then ask another Question to direct the conversation into the area where you want it to go. The person asking the questions controls the direction of the call.
Keep track of your phone menu choices. If you get stuck in one department, these choices will enable you to go in a different direction and reach a person (any live body) who can transfer you to the department you need.
Finally, and most importantly, is to remain polite yet persistent in your quest. By remaining polite and persistent, you will find the person who has the information you seek.
You can use this content in your own publications.
Please include the following reprint permission…
This article is reprinted with permission from Ron LaVine’s “Sales Tips for Success” complementary e-Zine. Ron LaVine, MBA is President and Founder of Accelerated Cold Call Training, Inc., an Oak Park, CA live cold calling training company. Get two FREE Reports, plus the FREE e-Zine, Sales Tips for Success by clicking here. Learn more about Cold Calling for Sales Success On-site, Virtual, Individual or Group, Live Cold Calling Training Workshops® by calling me, Ron LaVine at +1-818-991-6487 by clicking here. Follow me on Twitter by clicking here.
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