stunningly unused cold calling techniques
TRANSCRIPT
Kraig Kleeman / Janelle Johnson
Stunningly Unused Cold Calling Techniques
There’s Only One Way to Talk...
@kraig_kleeman
Follow this webinar on Twitter
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3
Today’s Presenters
Aaron Bolshaw@aaron_bolshaw
Sr. Mgr. Database MarketingAct-On Software
Kraig Kleeman@Kraig_KleemanAuthor, Speaker,
Global Sales Strategist
The Importance of Data
There’s Only One Way...
Scripts / Tactics / Outcomes
External Perspectives
Agenda
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Sting, The Police
#1 Hit on Billboard Hot 100 Chart for 2 Weeks
“Will it go Round in Circles..?”
@kraig_kleeman
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“Poor Data, Poor Outcomes”
Paula Chiocchi CEO, Outward MediaOutwardmedia.com
@kraig_kleeman
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Ineffective Tactics Tactics that Persuade
Easy Out Professional Authority
Politeness at the Expense of Persuasion
Competence Always Trumps Politeness
Lead with Value Proposition Language
Lead with Fact-Based Research
Ascertain Target’s Buy Cycle and Proceed Accordingly
Disrupt the Targets’ Buy Cycle (Your Terms)
Objection Deference Head-On is Dead-On
Central Focus – Product or Solution
Central Focus – It’s ALL about the Calendar
Central Focus – Product or Solution
Central Focus – Draw Swift Purchase Conclusions
Passive Language Assumptive Language
Revenue Capture Trends and Metrics Report
-Kraig Kleeman.com
Principles for Persuasion
@kraig_kleeman
Value-Proposition Cold Call
Seller This is Joe Smith with Global Enterprise Systems (GES). Do you have a minute? How are you? Is this a good time for
you?
Admin Hello. This is Mr. Williams’ office.
Admin What can I do for you? Seller I’d like to schedule a 30 minute meeting with him. Can you help
me with this ? Admin Maybe. This is Jane his assistant. What is this regarding?
Seller I’d like to introduce him GES. I’d like to introduce him to our agent portal software solution. And I’d like to share with him how we saved Zurich International Insurance Company $1 Million last year.
Sales StenchSales Stench
Value-Prop LanguageValue-Prop Language
Easy OutEasy Out
Sales ResistanceSales Resistance
Results0 / 331
Results0 / 331
Politeness at the Expense of Persuasion
Politeness at the Expense of Persuasion
@kraig_kleeman
Lead with Research Cold Call
Seller Is he in?
Admin Hello. This is Mr. Williams’ office.
Admin No he isn’t.
Seller Do you keep his calendar?
Admin Yes I do.
Seller Oh good. This is Joe Smith with Global Enterprise Systems and I’m calling to schedule his 15-minute analyst-briefing. I plan to accomplish this no later than Friday of next week. I have availability on Tuesday in the morning, or Wednesday in the
afternoon. Which works best for him? Admin What is this regarding?
Seller The topic is Optimizing Agent Retention and Improving
Agent Productivity…
It’s all about the calendar
It’s all about the calendar
Deadlines Really Work
Deadlines Really Work
Appropriate the Alternative Close
Appropriate the Alternative Close
Lead with Research
Lead with Research
Assumptive Based Selling
Assumptive Based Selling
Results• 1,680 Briefings• $30M Forecasted Revenue• $10MM Net New Licensing
Revenue
Results• 1,680 Briefings• $30M Forecasted Revenue• $10MM Net New Licensing
Revenue
Optimizing Agent Retention and Improving Agent Productivity 1,680
Briefings
$30M Forecasted
Revenue
$10M Net New
Licensing Revenue
RESULTS:
@kraig_kleeman
S11
Trends Driving World-Class Finance Organizations
Eliminating Headcount
of 5
Growing Headcou
nt to 30
$679,000 Deal in 90 Days of
Cold Call
Abandoned Trade
Shows, Online
Marketing Spends
RESULTS:
@kraig_kleeman
Trends Driving World-Class MobileWorkforce Management
Smarter Connections
2,460 Briefings
$25M Forecasted
Revenue
$7M Net New Licensing Revenue
RESULTS:
@kraig_kleeman
Optimizing Medical Records to Drive Clinical & Financial Outcomes
4,460 Briefings
$40M Forecasted
Revenue
$12M Net New
Licensing / Services Revenue
@kraig_kleeman
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The Must-React Workshop – 3 Days
1 Day Pre-Event Preparation
2 Days Onsite
Thousands of Pages of Resources
Video Lectures / Call Scripts / Research Briefing Example
Subject Line - Act-On Jan 28 [email protected]
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S15
The Power of External Perspectives
Global Marketplace
War on Talent
Competition is Fierce
Organizations grow Inward & Stale
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The United Center Venue
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S
Perspective
Passionately Prepared
Invest Time, Money & Energy
Experienced an Outstanding Outcome
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S18
This View...
@kraig_kleeman
www.act-on.com | @ActOnSoftware | #ActOnSW
How Will Marketing Automation Benefit Me?
Janelle Johnson@janelle_johnson
Director, Demand GenAct-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW
Know Who To Call
Identify prospects with a higher probability of buying
Prioritize leads based on lead score
www.act-on.com | @ActOnSoftware | #ActOnSW
Real-time notifications
• Know when prospects or customers visit the site (or even a key page)
Timely engagement
• Be alerted when prospects are most likely ready for a conversation
Know Who’s Visiting Your Website
www.act-on.com | @ActOnSoftware | #ActOnSW
Gather Intel To Tailor Follow-Up
• Use every engagement opportunity to learn more
• Build a profile that combines demographic and behavior information
• Gathering intelligence will save you time and make you more relevant
www.act-on.com | @ActOnSoftware | #ActOnSW
Stay In Front of “Not Ready” Leads
www.act-on.com | @ActOnSoftware | #ActOnSW
Organizations where marketing
and sales are aligned were 38%
better at winning customers than
those that were not*.
- MarketingProfs Research
Collaborate to Achieve Business Goals Faster
www.act-on.com | @ActOnSoftware | #ActOnSW
Ready to Learn More?
Interested in a demoCall +1 (877) 530-1555Email [email protected] www.act-on.com