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