EDITORIAL FEATURE
Your Next Step
How to Take the CHILL Out of Cold Calls (Part 6)
By Jack Warkenthien, CEO of NextStep Solutions
A
s we round the final turn in our
recent journey on the topic of
cold calling, you probably realize by now that as unproductive
as most cold calling efforts are, they’re
here to stay and we are always going to
make them. Since that’s the case, I’m
going to share a few thoughts with you
that will hopefully make you more efficient and effective in your cold calling
activities:
Everyone has their preferred
method of communication.
For some, it is email, for others, they may
like the framework of LinkedIn, Facebook, or other social media outlets. For
most, their favorite option most likely
includes the use of their Smart Phone
which now gives them two options: text
or voicemail. For maximum effectiveness, call first and leave a message if you
cannot engage in a dialogue.
Embrace pre-call planning research.
Separate yourself from the other smilin’
and dialin’ sales reps out there by doing your homework before you pick up
the phone. We teach a three by three
approach to knowing more about your
candidates. That means you should be
able to learn three things about them
and their company in three minutes of
surfing. I like to start with Google and
follow that up with LinkedIn to know
more.
Most cold calls crash and burn
within the first ten seconds.
Why? Because you sound like you’re
trying to sell something! Have a strong
purpose for your call and a compelling
message if you have a chance to share
it.
Your reason for the call should always fall into
one of four buckets:
1. INFORMATION
This is where you share something that’s
especially relevant to the other party.
and get back with you”. You ask, “What
do you need to think about and when’s
a convenient day/time you’d like me to
call you back?”
Everyone’s Favorite Radio Stations
For those of you who know me, you
know I came to Houston ten years ago
2. EDUCATION
You may want to invite them to an up- to host the live, daily, business talk racoming Lunch & Learn to educate them dio show, “Where Wall Street Meets
Main Street” on the BizRadio Network.
on what’s new with your firm.
If you listened, I “drove” you to work ev3. RECOGNITION
You congratulate them on being quot- ery morning and tried to help you make
ed on the news, recognized by a philan- sense out of what was happening on
Wall Street and how it impacted us on
thropic organization, etc.
Main Street. As good a show as it was
4. ENTERTAINMENT
You have something in common and (speaking objectively), my listeners alyou thought of them when your favorite ready had a favorite FM station: WII/
FM or “What’s in it, for me?” If you can’t
team made a trade.
help your candidates tune into their fa
vorite station while you’re on the phone
with them, they’re going to tune you out
Remember the main reason
right away. Always keep that in mind.
you’re making the phone call at all.
The ONLY thing you’re selling on the Oh, and while we’re at it, they also have