I’m sure most people would agree that the best way to get a new prospect meeting is by referral or through a relationship that you’ve established. These are considered warm calls. Then there are the not so warm calls (a.k.a. cold calls). Everybody hates cold calling, but it is still necessary for most selling organizations.
The word “call” in cold calling doesn’t necessarily need to be a phone call. Although it would be best to talk over the phone to improve your chances of getting a meeting. Cold calling can also be done by email, direct mail & social media.
Getting to the Right Person
Finding the right person to schedule a meeting with isn’t as hard as it sounds. The title of the person will vary depending on the type of industry you’re in, but generally speaking, the more senior their title, the better off you will be. At the very least, they can delegate you to someone else on their team.
Here are some tips on finding the right person.
- Try to connect with a decision-maker that doesn’t usually have to deal with sales calls. They will not be as annoyed by you as someone that gets sales calls all day long. For instance, buyers and purchasing managers deal with sales calls all day every day. Instead, contact the CFO or VP of Purchasing.
- There are several online resources that provide the names of the people that you will want to contact. Many of them are free. LinkedIn is a great one.
- Check to see if there are former employees of their company that now work for your company. These people may be able to introduce you to the right person. Again, you can do this on LinkedIn.
- If you contact an executive, you may get their assistant. This situation is not always a bad thing. Executive assistants are an excellent resource for information. They may forward your call to the right person. Once your call is forwarded, the executive’s name will come up on the caller id. The receiver of the call will be more likely to answer the phone.
First Contact with the Decision Maker
Keep it simple. John, this is (your name) with (your company). I wanted to see if you’re interested in getting together to discuss some innovative ideas we have to help with cost reduction and compliance. I can briefly bring you up to speed on what’s new.
Keep in mind.
- Call early. Executives are often in their office first, before the gatekeepers are there.
- Be brief. Executives don’t have time to waste.
- Back off gracefully if they say no twice.
Email Script
Email can be a valuable tool, however, you must avoid sending emails that look like spam. Don’t attach any file to your email, or the prospect’s IT security team may zap it. The most important thing is to keep the message simple and to the point. No gimmicks.
For example, “I hope all is well. I believe your contract is up for review soon, and I wanted to see if you’re interested in seeing a proposal from my company to compare with your current supplier. Are you available on Thursday at 11:00 to discuss this further?”
Overcoming Objections
Here are some of the most common objections that you will get, along with responses to keep the conversation going and get agreement for the next step. As you will see, you may need to embellish a little to get the meeting.
Objection from the gatekeeper: What is the call regarding?
You Say: I’m calling about an upcoming contract expiration.
Real Meaning: I’m calling to solve a problem that my competitor has not addressed. Once this happens, I’m sure your company will terminate my competitor’s contract.
You Say: I’m calling about an upcoming Request for a Proposal (RFP).
Real Meaning: I’m calling about the unsolicited proposal that I want to offer.
You Say: He or She should be expecting my call at 7:30 and I’m running a little late, can you put me through?
Real Meaning: This is true if you first leave a voicemail or send an email saying you will call at 7:30.
Objection: We’re under contract / Send me your information / No thanks:
You Say: I realize that you’re under contract with another company, and I respect that. I’m sure you’d agree that if we meet sooner rather than later it will put us both in a better position when the time comes for you to evaluate suppliers. Would Thursday at 11:00 be good for you?
Objection: We will meet with you after you respond to our RFP:
You Say: I know you want all of the companies competing for your business to be on a level playing field. This way, you get the best possible proposal from everyone. Your current supplier has an advantage because they know how you do business. I want to try and level the playing field. Meeting with you before the RFP is released will help me do that.
or
I’m sure you have a good reason for saying that, can you tell me why you feel that way?
or
Before we agree to do business together, both of our companies will need to learn about each other. I would like to know about your current state and strategic initiatives, and you would, of course, want to know about our core competencies, experience and what we can do to help you. Then we can both decide if it makes sense to continue the dialogue. Would Thursday at 11:00 be good for you?
Objection: Too busy / Call back:
You Say: I understand, I’m also very busy. I promise to be brief & to the point & I won’t waste your time. Would Thursday at 11:00 be good for you?
Objection: Tell me about how you can help me?
You Say: It depends on what’s important to you. We have several compelling ideas for cost reduction. State some of your ideas and say, is this consistent with what you’re trying to accomplish?
“If you don’t feel like making the call, do it anyway.”
– Michael Tattersall
Regardless of the strategy, please do what most salespeople seldom do. Make the call. Even the most inexperienced salesperson will get meetings if they make enough calls.
Mindset – Driven
It is essential at this time to remind yourself of the reason that you’re making the calls. What is motivating you? Achievement, the opportunity to help people, providing your family with a good life, etc. Create a list of what’s driving you and read it to yourself when you need to lift your mood. If you don’t feel like making the call, do it anyway. If you feel stressed, that’s normal. A moderate amount of stress can be an ally to get us motivated. If you’re appropriately motivated, you will be unstoppable.
Nutrition – Protein, Fat and Fiber
Avoid processed foods with added sugar and empty carbs. These foods will give you quick energy, but then you’ll come crashing down soon after. Instead, opt for healthy protein, fat, and fiber. Foods like vegetables, fruits, nuts, seeds, and organic meats. A favorite of mine is soft boiled eggs with avocado, and sliced apple topped with cinnamon powder.
Essential Oils – Lavender
It can be stressful to contact people that you’ve never met before to ask them for a meeting. Lavender can help you feel calm and drop cortisol levels. Cortisol is the hormone we produce that puts us into fight or flight mode. Diffuse lavender or rub some on your temples and the back of your neck.
