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Why is Cold Calling Like Buying New Shoes? You're walking down a street in your home town along with some time on your hands so you're window shopping. You suddenly stop—transfixed from the fabulous shoes within the store window. Being a great fan of fabulous shoes you really feel drawn to enter the store. At the shop entrance the journey is blocked by the sales clerk who demands: “Are you going to buy shoes from us today?” If you might be like most you'll respond, “Huh?” Possibly you'll say, “Well I don't know yet.” If the store clerk then persists in asking, “Are you going to buy shoes from us today?” is there a likelihood that you will continue on into a store to buy shoes? Slim to none. Unfortunately, this is actually the type of scenario that lots of prospectors set up for themselves when contacting. On an introductory call, that first call with a prospect, you happen to be not asking that prospect to get from you—you're asking the prospect to have a conversation along. Yes, ideally you need your prospect to purchase, however, that comes later. Here's a sample from a script I was sent recently to examine: “Hello (Prospect's Name). I'm calling to discover if you are happy with your existing vendor.” Few prospects, unless they're absolutely miserable, will answer “No, I'm not happy,” to that particular question. When faced with this form of question, even prospects who will be unhappy with their vendor will tell you they are perfectly content. This “do you think you're happy?” real question is exactly like asking a prospect “have you been going to get from us today?” on the entrance to a store. It backfires and gets you the answer you do not want. Here's another example from your financial advisor who did his entire sale process on the phone. I asked this financial advisor what his goal was for his initial phone call having a prospect. His response? “I want them to let me review their 401K.” That is not a practical goal for any first mobile call. It's a lot like the “Are you going to purchase shoes from us today?” question. It's too far in the process to the first conversation. The advice I gave the financial advisor ended up being to chunk down his goals and earn them manageable. For example: His first goal could possibly be to get the candidate's agreement to possess a conversation. The next goal may be to get solutions to some specific questions. And so on. This financial advisor had to lay out his sales process. Later within the process he could ask to examine the 401K after which he would probably be able to get that agreement. If however, this financial advisor persisted in seeing his goal as reviewing the outlook's 401K it would be exactly like the shoe clerk asking, “Are you going to acquire shoes from us today?” It's too early in the process; it makes pressure which, subsequently, causes pushback. Prospects flee, almost as much ast you would if accosted by the sales clerk with the entrance of a shoe store demanding to understand whether or not you happen to be planning to buy. So research your process. Determine a set of small and manageable goals for every conversation. This will help you lead your prospect, step-by-step, through your sales process to arrive at the other end with the sale. (c) 2009, Wendy Weiss |