|Short-Cuts to Cold-Calling, A Quick 60 Minute "how-to"|
RELATIONSHIP SALE...The Long-Term Approach.
Having a long-term vision is the best and easiest way to build your sales. With a relationship sale, and a long-term system, sales results increase exponentially over time. Momentum is created. And you do not have to start at ‘square one’ every single day.
There is a lot of pressure to just do “Pops”. That’s what telemarketers do. They call, when they get someone on the phone they try to wrangle them into an appointment, and if they can’t score at that moment, they cast that lead aside and go on to the next.
“We want immediate Results” says the Boss, thinking that this kind of pressure is what makes things happen. This is what I call “Rabbit out of the Hat” approach, or “Magic Wand” approach. And if I had one of them they probably could not afford my magical fee! I, nor you, am the goose that lays the golden egg.
This is very wasteful, and short-sited. You’re not building anything. That lead may have had some interest but did not want to be pushed into an immediate appointment and even sale. Perhaps it was not right timing at that moment...but held promise in the future. By such negligent treatment, that potential future prospect was lost. Period.
Instead, if you could take what presents itself immediately, but also cultivate for the longer term the prospect who has some interest to know more, you would be in the flow for the long term sale, and the bigger harvest it brings.
It certainly reflects better on your company as well, since nobody really likes to be hustled.
“Right Timing” comes into play here. “Right Timing” means for the prospective customer, not the Boss. If right timing is in two years, we want to have maintained a presence with them, a continuous relationship through non-pressure follow-up calls every several months so they don’t forget you. This means Not being obnoxious and pushy, but being there for them to help. Whenever. They will feel a bond with you then, you are familiar to them in a positive way, and they will open the door.
There are scripts for this in the Book!
You planted the seed with your initial call; you fertilized the relationship by staying with them over time, and chances are good that you will be there for the harvest then when the timing is right and they will call you, or offer an appointment on one of your follow up calls.
With “Pops”, at the end of the day, beyond what you have hustled for that day, you have nothing left in hand. With the relationship sale approach, you’ll have hundreds of interested, potential prospects in play over time. It may take a little longer, but in the end you will reap more results and reward.
And those will “Pop’, when they are ripe and ready, and often they will call in of their own accord.
I appreciate your reading my blogs! I have an increasing number of visitors and pageviews, so it seems that these bits and pieces are of value to you ‘out there’, and that’s great! (Comments and questions would also be appreciated - let me now what you are interested in, what you need to know!)
Tips are good to help you along.....but A System, whole and complete, is what will not only move you along in your goals, but require less energy and effort from you on a daily basis. Less stress is.....wonderful!
When you don’t what to do next, or for whatever reason during your day get off-course, it is easy, with a system, to jump in and have a prescribed set of tasks that are tried and true to move you in your right direction.
Any time you feel disoriented, you don’t have to reinvent the wheel - or even Think! “What should I do today?”. You hook into the system and know what to do next. And you know that what you are doing is the next right thing to do to ultimately get your results. That is a great feeling, a feeling of security.
So here’s my point - reading these blogs is great, but you Need the Whole System - and that is in the Book.
Short-Cuts to Cold Calling, a 60 Minute how-to. You are cheating yourself if you don’t read it, and try it, use it.
Go to the Home Page of this site, click on Amazon or Barnes and Noble, or available on ibooks etc......$2.99 for the entire system that has proven out for me for over 25 years! I had to work so hard to create it - after all, that's why I wrote it! You can buy it for $2.99. That’s a crazy good deal.
The failing of most Salespeople is that they shoot from the hip. Each day. They run 100 miles an hour, thinking that is the key, hyper-energy. I’m exhausted thinking about that. Personally, I am far too lazy and don’t have that much energy - I’d rather figure out what works, and then keep doing what works over and over again. And that is a System. A Systematic approach. So much easier.
“Nothing’s happening - is it working?” With a proven system you know the answer to that is “Yes”. You know that a Lull is only a lull, and that you are still on the right track. How can you ‘tweak’ your approach if you are constantly changing it on whim? You have to have consistency to make the small adjustments that could make it even better. and then compare the results with what you know you did previously
Bottom-line, a simple System that you stick to and work over and over - you can see if its working, can easily tweak it to make improvements. You can then Relax into your work because you’ll know that “if you do it, it works!”.
There is no Universal Standard to measure yourself against, so how do you know?
You want to be able to feel good at the end of your cold calling, and that is partly dependent on knowing that you did ‘enough’.
So here is a way Quantify it for yourself:
People are busy and difficult to reach - not your fault, but you must figure it in. As a general rule of thumb, I assume eight new dials to connect with one person. The higher up the ladder you go, the more extended those numbers can be, say 1 in 10 or 12. Initially, I make cross hatches as I keep track, in a day, of the number of calls I make and the number of times I connect. After a few days, you’ll have the average for your target market.
You can also make a mark each time the person you connect with wants to know more, and hence becomes a bonafide “Prospect”, to whom you will be sending out information, and who will now be added to your system for follow, ultimately resulting in an appointment.
So you’ll be able to see Your Numbers as, for example: I connect with a person every 1 in 10 calls, and 1 in 5 of those wants to know more and becomes a prospect. So, I get approximately 2 prospects for every 50 calls I make.
This helps you know, that if you want to bring on board 6 new prospects a week (which means over 300 a year!) you need to find time to make 150 calls a week. That really only requires 50 calls, three times a week. And if you time it, you’ll know how much time it takes to get 50 calls done as well.
Over a six month period, you can see how many appointments that Pace brings in, and how many new Sales, and even the average dollar value of a sale.
If you want to double your Productivity, you just double your calls, and let it fall into place.
Now, there’s no stress, no guessing-games. You know your Numbers and what it takes to get the results You Choose.
That is a real Pro!
Power is the ability to pick up the phone and get through to anyone you want or need to talk to. Very powerful.
That is what prospecting and cold calling skills will give back to you. Confidence. The ability to navigate in Life. A certain ease with people, including total strangers, both on the phone as well as in person.
Yes, you can do a lot with computers, internet....but it’s always people at the ultimate end of that.
For a person like myself, shy when I was young and in my early beginnings of business and sales, with also a fear and dislike of phone, Mastery of prospecting and sales skills evolved me, created me into a person confident in all situations with all people, known and unknown.
Encountering so many hundreds of people by phone, and learning to handle so many different circumstances, gave me insights into human nature - I learned a basic understanding of human nature and how people think, both in business and personal. I became more tolerant and sympathetic through understanding, as well as more at home in the World.
So, aside from the ‘it’s a job’ aspect, prospecting and sales skills are a gift that keeps on giving.
Maybe remember that when encountering the challenges of this learning process!
People used to think the definition of sales was trying to force other people to buy something they don’t want and don’t need.
Well, no wonder sales was perceived as so hard. The effort involved in trying to force people to do something against their will, can put you in the hospital! Stress!
True sales is looking for, seeking out, ‘Right Matches’.
You have, I hope, a service or product that has it’s own uniqueness and solves a set of problems in it’s own unique way.
Prospects are people who represent companies who have a problem or need that must be fulfilled.
So the question of Sales is: do you have their Right Solution with your product or service?
There’s no forcing here. If a company has a problem, the person in charge knows it and is, consciously or unconsciously, actively or passively, always scanning for a good solution.
When you call, and in your 18 second preliminary script say who you are, what you have or do or fix and what is the uniqueness of your solutions, he is listening and evaluating by matching your solutions to his problems - could it be a Match? Is there potential for a right match here to his problem? If it ‘rings a bell’ as at least a Maybe, either now or into the future, he’ll want to know more - and the ball starts rolling for a possible sale.
More information, more defining - his problem, your solution. is it a RIGHT MATCH?
When that is a Yes, it is a Sale. The rest is just working out the details to fit the requirements of both companies for ‘a deal that works’.
No arm-twisting, no forcing! No stress - and no hospital!
“We Have Someone Now”
I have to admit, I find this response to my 18 second intro of ‘this is who we are, this is what we do, this is what makes us special and why these (credible) companies are using us now....‘ somewhat annoying.
Of course, we don’t express annoyance...because we understand. We’ve merely encountered a person who, at least at that moment, is short-sited.
So, our response to them is “I understand, everyone has someone they are using right now. However, you never know what happens in the future. Things change, you want to be prepared, and its always SMART to have good back-up.”
Usually you will get agreement on that, because it is simply common sense. Yes, things do change and yes you want to be ready and have an option in your back pocket!
And in fact, I’ve had that happen to me in business, and sometimes I will tell them the story: I from time to time would use a particular graphic design company when I needed those services. One time, they back-burnered me on a special project I was working on. Fortunately, several weeks earlier, someone had called me and then dropped by my office, bringing with them some materials for my file. All I had to do in this emergency was reach into the file, pull out their information, call, and I had immediate back-up! They saved me.
Lesson learned. So I share this lesson with others, who may not be thinking ahead when they tell me “we already have someone”, and hope that along the way, I have ‘saved the day’ for them as well. having passed along the lesson I learned.
This should be one of your major goals, if not The #1 goal. Consistency is what makes things work. Even just in simple mechanics, what is it like when a fan doesn’t run at a constant speed! Or your washing machine only spins now and again when drying your clothes, or the gas flame on the stove goes on and off when you are trying to cook your food! A hot room, wet clothes and.....the food is raw!
No. You need to master Consistency.
The Smoother the better, your motto.
Sure, everything tries to interrupt and distract but you must take control. Be relentless and do not let go. Refuse to be side-tracked. Plan your work and work your plan. If you decide to make 40 calls four mornings a week - get ‘er done. Each time you meet this commitment to yourself and your New Business goals, you will feel energized, stronger, more confident and professional. You can simply know you are On Track for Success. You can relax into the assurance that you have done everything you can do and opportunities will come back to you. Energy In, Energy Out.
Stay on top of things. Rule, don’t be ruled. Have enough list ready, and one you know is good, whether you have purchased it or researched it yourself. Sit down at your Habitual calling place so your body, mind, emotions automatically shift into gear into the ‘prospecting’ groove. Phone on the left/right, pen in hand, list in center and ready to roll. Make your goal - by number of calls or time on the phone.
This is a decision. It’s a decision to “Win”. I will do it, and I will Win! If you are consistent in your prospecting, the effort will bring back to you a reward....even by virtue of simply running the numbers.
Once you master this, then it is a question of honing your Skills that make you more effective on each of your calls. This will increase results faster.
We’ll talk about consistency in relationship to Skills next time.
Oh - Buy the Book! If you are spending time reading the Blogs, you are wanting to improve - Short-cuts To Cold-Calling, for a mere $2.99, will absolutely help....
I know you’re out there! I get weekly page views by the hundreds and yet I miss not getting your questions in the comments section.
Give me your scenarios where you have run into problems. Tell me about the frustrating “dead-ends”. Unreturned phone calls? Hang ups?
We can fix all that.
Share with us your own personal walls or phobias. Habits you think are bad or detrimental - we can make them work for you instead. Do you experience the same wall(s) at the same place in the process over and over again? I can solve it.
I urge you to take advantage of my 25 plus years and 100,000s of prospecting calls - ask me your questions, let’s get the answers out there to help others as well as your self!
If you are finding your own leads, vs buying a list, it’s an investigation that does take time. An advantage to hunting down your own leads is that they will be very targeted and more correct than a purchased list. So, it takes a little more time upfront, but you’ll save time on the back end when you make calls. It also, as you explore, can be fun and interesting.
I might start off the hunt by going back to a current contact name I already have on my list. I google it. Hopefully, It comes up with a LinkedIn listing - I click and am sent to the profile of that person, and on the right side of the page are names of other people in that same company with similar or even different titles. I might write down a few of those in case I can’t make headway with the contact person I already have.
In that list on the right side, could also be people with similar titles but at different yet related types of companies. Perfect. I not only have suggestions of other similar companies to contact, but the contact names as well. I add these companies and contacts to my lead list. I then do a search for that company phone number: “___________ corporate phone” in my browser, and then add the number to the information for that company so I’ll be set when making my calls. I now do this for all additional companies listed on the right side of the original LinkedIn page. This makes for fast progress in adding to my lead list. I can click on some of these companies and find other companies then on the right side of the page, etc.
At the end of several hours, I have done a lot of good detective work and expanded my lead list by 30, 40 companies and contacts or more.
Stuck? First find a contact name of a lead you already have, Google it, click on the LinkedIn link, check the right hand column for similar companies, and you are on your way.....More New Leads!
Today, I am sitting down to make new calls from my Lead List, looking for more prospects.
It’s off to a slow start. Seems like there’s ‘nobody home’, with one call after the other going nowhere...except voicemail, not to real people. I am not connecting with anyone. Since we do not leave voicemail messages on a first call initiating a business relationship, I’m not coming up with any results. So the energy slowly sinks and it gets harder and harder to stick with it, and keep rolling.
We all will experience these days....What to do?
Well, you can’t change the Fates (response) except by doing what you do and staying at it. In other words - Persevere.
In order to Keep on Keeping On, you can support yourself by giving yourself new parameters of success: “I’ll make these calls, at full speed, as many as I can with my best effort, until 2pm. Then I’m done”.
Now, it’s a finite amount of time for your “”suffering”...and yes you Can suffer a bit for a designated and defined period of time! You will then be able to feel good when you’re done, no matter what the results - you’ve done the job, you’ve done the best you can with what you had to work with. You’ve pushed through with positivity like a real Pro, and since this is partly a numbers game, it will pay off with a balancing overflow day down the line shortly!
All good. Lemons into Lemonade!
Just a note: you may want to evaluate if your List is long enough or fresh enough. Fresh means, have you called it so long, only the ‘unreachables’ are left, and that’s why you are not connecting with new prospects?
If so, time to add to your List of Leads! We’ll talk about that next....
Eva Cheryl Brinner, for 25 years since 1989, through a simple prospecting and Cold Calling System she created, has made hundreds of thousands of prospecting calls to businesses for her clients, presenting them with new business opportunities for their companies. Now, she has written it all down in a brief, easy-to-use, concise “How-To” book that will bring total stress relief to millions of salespeople around the globe!
St. Louis, Missouri - April 23, 2015. Ms. Brinner has her craft down to an Art and a Science and selflessly shares it in this tell-all book!
! Brinner showcases skills that include clearly laying out the very streamlined, "Struggle-Free" system; the precise working schedule; and the exact word scripts for getting past gatekeepers, connecting with a decision-maker and establishing the relationship, making follow-up contacts, and of course closing for the Appointment!