Handling Cold Calls

Every salesperson is put off by cold calling. Here is a script you can use as a starting point.

Hi,_______________ (state your name). Did I get you at a good time? Great! I’m sure you are busy, so I’ll be brief. The reason for my call is this. We specialize in ______________ (working with business owners, salespeople, etc.) so that they can: *State compelling reasons No.1 and No.2.

Mr./Mrs. __________, I don’t know whether you need our services. But with your permission, I’d like to ask you a few questions and see if there is anything we do that you could benefit from. Would you be comfortable spending a few minutes with me if I stick to my timetable?

(Stated confidentiality) Mr./Mrs.___________, I want you to know that, regardless of whether or not you become one of my valued clients, everything we talk about will be held in the strictest of confidence.

1. What’s working well? What do you like about your current (Vendor, solution provider)? What would you improve or change?

2. What solution would we have to offer that would motivate you enough to explore working with us?

3. If you could magically eliminate three of your biggest headaches, what would they be? How do these problems affect you and your job?

(Summarize and confirm what the prospect has shared with you, using the following clarifiers.) From my own understanding, what you are saying is ___________. Is that accurate? Would it be safe to say that if there were a way for you to solve ________ (restate biggest obstacle or problem); I would be worth exploring in more detail? Then let’s get together for __________(safe timeline; i.e. 20 minutes) to see if there’s a fit.

(Once you determine the meeting time, continue with:) Fantastic. I’m looking forward to meeting with you __________ at ___________. Have a great day!

A Few Basic Values

1. A belief in being the "best"
2. A belief in the importance of the details of execution, the nuts and bolts of doing the job well.
3. A belief in the importance of people as individuals.
4. A belief in superior quality and service.
5. A belief that most members of the organization should be innovators, and its corollary, the willingness to support failure.
6. A belief in the importance of informality to enhance communication.
7. Explicit in and recognition of the importance of economic growth and profits.

GETTING THE MOST OUT OF YOUR NEW PROGRAM ROLL-OUT

It’s a long path from an idea to a new program for introduction in the real world. Much blood, sweat and tears go into the process. You may spend months, even years, in planning, designing, staffing and funding before the debut of the new program.

All too often, the glorious unveiling in the program listing signals the end of the roll-out. Everyone returns to business as usual.

The party’s over and gone with it are all the unique opportunities to impact the market through the media. Gone is the chance to keep the new program’s visibility fresh and alive in the marketplace for months to come. Gone are the special promotional opportunities that can be a natural part of a new program launch.

As president of a marketing communications firm for more than eight years, I’ve worked with clients on many new program introductions. I have seen firsthand that many companies make the same basic mistakes when rolling –out a new program.

The biggest blunder a company can make when introducing a new program is to leave marketing out of the process until the very last minute.

I personally think this happens because of the intensity management have when creating a new program. They become afflicted with tunnel vision. They can only see as far as getting their new program out and students in the seats.

When readying a new program, bring in marketing people as early as possible in the planning stages.

The reason is simple. Look at the timetable chart that follows and you’ll see that a well conceived and executed marketing program may take as long as half a year to develop, and often equally as long to implement.

The importance of thorough planning cannot be over emphasized. Make sure you allow enough time for all there is to do.

New Program Roll-Out Timetable
3-6 months prior to launch: Market testing, defining the ideal customer, establishing relationship with employers.
2-3 months prior to launch: Feature Stories, development and placement negotiations
2-3 months prior to launch: Support Materials development
2 months prior to launch: Sales Training
2 months prior to launch: Ad/Web development
1 month prior to launch: Featurettes (shorter feature articles)
On Launch date: General Release
After launch: Promotions
3-4 months after launch: Follow up case studies

At the very beginning, marketing and management should be brought together to discuss the features and benefits of the new program.

Once the new program is fleshed out, bring in the targeted employers. The clients of mine who solicit feedback from end-users always gain from the experience. After all, it’s much simpler to do formal and informal market research up front than to be forced to redesign the program after its introduction. (By the way, don’t shy away from any negative opinions you may receive – They can be enlightening and invaluable for program evaluation.)

Once you have solid feedback, marketing and management should finalize the features and benefits of the new program. With the addition of key employers, the defined ideal customers and market research data, there will be enough information on hand to start developing the marketing roll-out program.

Strong marketing not only insures a successful launch, it also develops and maintains program interest momentum.

What Makes a Great Salesperson

There are several prerequisites for any good salesperson:
1.) believe in your product;
2.) believe in yourself;
3.) work on your timing;
4.) develop a sense of humor; and
5.) realize that your customer isn’t necessarily telling you what he wants.

Beyond these self-evident truths of salesmanship, I’d like to elaborate on a few strategies that make super sales people.

Knock on old doors; I’m a firm believer in the 80/20 rule: 80% of your business is derived from 20 % of your customers. That’s because a customer you’ve sold to and satisfied once is more likely to buy from you again. Your old customers are your best prospects.

Before E-mailing or Snail Mailing That Letter!

Before you e-mail or mail your next letter, determine if you are satisfied with your answers to these questions:

1. Does it look easy to read? Is it concise, using short sentences and paragraphs?
2. Is the opening paragraph pertinent and interesting? Does it refrain from “acknowledging” and “advising”?
3. Does it sound natural? Is it stilted or officious?
4. Have you kept your reader’s point of view in mind throughout the letter? Have you approached the reader from his or her side of the fence, not yours?
5. Have you avoided saying anything that might be misconstrued?
6. Does your letter sound sincere? Does it sound as if you are really trying to be helpful?
7. Are your closing lines likely to cause your reader to react favorably to your suggestions or proposals?
8. Is it the kind of letter you would like to receive if you were in the reader’s position?