the 5-step cold call challenge: overcome obstacles to more appointments and sales
TRANSCRIPT
The 5-Step Cold Call Challenge: Overcome Obstacles to More Appointments and Sales
Cold calling is a SKILL.
FACT
Whether you’re a natural or a novice, you can ALWAYS IMPROVE. So how do you SHARPEN your skills and set
MORE APPOINTMENTS?
WEAK STRONG
Just like athletes, musicians, surgeons, and other professionals, sales reps get better when they PRACTICE.
What’s this regarding?
How much does it cost?
No thanks, not interested.
I’m happy with the way
things are.
We don’t have the budget.
Send some info, I’ll get
back to you.
Use the 5-STEP PRACTICE CHALLENGE to sharpen your most critical cold call skills:
Get Past the Gatekeeper
Overcome Resistance
Answer Tough Questions
5 ROLE PLAY SCENARIOS
Play the Prospect
Play the Fly on the Wall
Play the Prospect
CHALLENGE No. 1
ROLE REVERSAL
To ensure you always keep your prospect’s priorities in mind, take turns playing THE ROLE OF THE PROSPECT.
“Do you have a moment to speak with me?” “What this regarding?”
KEY TIPS
Be tough, but be fair / realistic
Ask yourself: “As the prospect, what’s in it for me?”
No business jargon!
Play the Fly on the Wall
CHALLENGE No. 2
THE POWER OF OBSERVATION
Take turns between role playing and OBSERVING, then offer FEEDBACK.
... ...
THE 6:1 RULE of POSITIVE FEEDBACK
POSITIVE REINFORCEMENT is more likely to lead to behavior change than negative criticism.
Always offer POSITIVE FEEDBACK FIRST. Strive for a 6-to-1 RATIO of positive comments to negative ones.
KEY TIPS
In larger groups, get everyone involved
Fly on the wall = low pressure, different perspective
Gain ideas: take notes on what to emulate / avoid
Get Past the Gatekeeper
CHALLENGE No. 3
Good morning, XYZ, Inc.
And WHAT COMPANY are you with?
What is this REGARDING?
THE GATEKEEPER
These days, the “Gatekeeper” is often your prospect’s VOICEMAIL. But what happens when your call is answered by a REAL PERSON?
KEY TIPS
Provide minimal info about yourself / your company
Keep answers short, ask again
Decide: gatekeeper or prospect?
Overcome Initial Resistance
CHALLENGE No. 4
Sorry, who are you with?What are you SELLING?
Cut to the chase—how much does it COST?
NOT INTERESTED. I’m happy with the tools we’re using.
THE RESISTANT PROSPECT
Often, prospects will attempt to get you off the phone quickly by offering INITIAL RESISTANCE to a conversation...
THE “INITIAL RESISTANCE” OBSTACLE COURSE
PIVOT TO YOUR PROSPECT
Answer your prospect’s questions directly and
succinctly, then move the focus to the prospect.
DON’T ANSWERUNASKED
QUESTIONSAvoid providing info unless
prompted (e.g., info about your company and what you do).
ASK CLARIFYING QUESTIONS
Determine whether your prospect’s questions reflect genuine concerns or are just
silence fillers.
ASK PROBING QUESTIONS
Ask questions to encourage your prospect to talk about
their problems and priorities.
KEY TIPS
Always anticipate resistance
Your goal: get your prospect talking about goals / problems
Sell the appointment, not your product
Answer the Tough Questions
CHALLENGE No. 5
NOT INTERESTED: No thanks, not really thinking about that right now.
STATUS QUO: I’m happy with things the way they are.
BAD EXPERIENCE: I tried something similar before and it
was terrible.MORE INFO: Send me some info
and I’ll get back to you.
BAD TIMING: We have a lot going on; our budget is spread
thin.
THE 5 OBJECTIONS
Most prospect objections fall into these 5 CATEGORIES:
KEY TIPS
Listen; get in tune with your prospect
Ask questions to take control of the conversation
“That’s exactly why I called” / “We can’t help, right?”
INSIDERS
© Business Wise Inc. 2017
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