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Why is Cold Calling Like Buying New Shoes? You're walking down a street at home town plus you've got some time on your hands so you're window shopping. You suddenly stop—transfixed by the fabulous shoes within the store window. Being a great fan of fabulous shoes you're feeling drawn to type in the store. At the shop entrance your way is blocked by the sales clerk who demands: “Are you going to get 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 a store clerk then persists in asking, “Are you going to acquire shoes from us today?” what's the likelihood you will continue on into the store to buy shoes? Slim to none. Unfortunately, this can be a type of scenario that lots of prospectors set up for themselves when contacting. On an introductory call, that first call which has a prospect, you might be not asking that prospect to get from you—you happen to be asking the candidate to have a conversation with you. Yes, ideally you would like your prospect to purchase, however, that comes later. Here's a sample from a script I was sent recently to check: “Hello (Prospect's Name). I'm calling to find out if you're happy with your current vendor.” Few prospects, unless they are absolutely miserable, will answer “No, I'm not happy,” to that question. When faced with this kind of question, even prospects who are unhappy using vendor will tell you they may be perfectly content. This “do you think you're happy?” real question is exactly like asking a prospect “have you been going to acquire from us today?” in the entrance to a shop. It backfires and gets you the answer you don't want. Here's another example from the financial advisor who did his entire sale process over the telephone. I asked this financial advisor what his goal was for his very first phone call which has a prospect. His response? “I want the crooks to let me review their 401K.” That is not a realistic goal for any first telephone call. It's similar to the “Are you going to buy shoes from us today?” question. It's too far into the process for your first conversation. The advice I gave the financial advisor ended up being to chunk down his goals to make them manageable. For example: His first goal may be to get the candidate's agreement to get a conversation. The next goal could be to get techniques to some specific questions. And so on. This financial advisor required to lay out his sales process. Later inside the process he could ask to examine the 401K and after that he would likely to end up able to acquire that agreement. If however, this financial advisor persisted in seeing his goal as reviewing the chance's 401K it would be the same as the shoe clerk asking, “Are you going to purchase shoes from us today?” It's too early in the process; it creates pressure which, consequently, causes pushback. Prospects flee, almost as much ast you would if accosted by a sales clerk on the entrance of the shoe store demanding to know whether or not you're planning to get. So look at your process. Determine a collection of small and manageable goals per conversation. This will help you lead your prospect, step by step, using your sales process to arrive at the other end with the sale. (c) 2009, Wendy Weiss |