Cold Calling Secrets: How You Can Reach Million-Dollar Decision Makers
Sales executives say, “We know what to do once we are in a meeting with the executive” and go on to confess, “We just do not now how to consistently schedule on the executive calendar.”
These same executives want answers to many “how-to” questions asked by their sales professionals. Questions like:
Which words do I use on the phone to break through to the executive?
How do I sell my product/services in a way the executive will want to buy?
What golden keys will make the gatekeeper my friend?
How do I overcome the objections given by my prospects?
Each question has an answer that will leverage the cold calls of professionals for consistent success. Before answering these questions, let’s look at the common threads running throughout unsuccessful prospecting calls:
The initial prospect calls and appointments are scheduled with a low-level purchasing authority that is unable to appreciate and value the sales pro’s offer.
The majority of the time spent on the prospecting phone call involves explaining products and services, a condensed version their two years of product training.
The executive assistant is viewed as an obstacle, a gatekeeper
Objections are taken personally and sales people feel as though they have been hit in the stomach and rendered helpless.
What advise do successful cold callers offer to those who are unsuccessful with prospecting calls? They say:
1). When you call, keep in mind that the one person the executive has chosen to trust to manage the daily affairs of that office is the executive assistant. Sometimes the obvious escapes us. Be sure to treat the assistant with respect. If you feel short tempered or frustrated by the executive assistants you encounter stay off of the phones until you regain composure.
2) Tell your prospects what your business has to offer that’ll make their business better. Your prospects don’t need to know all of the intricacies of your business. You know the intricacies of your business, more important you know the impact your business can have on the prospect’s business.
3) Say “Thank you!” and “I appreciate your patience and your help.” Let the assistant and the executive know that you appreciate and value them. These few words will position you head and shoulders above your colleagues. Most forget to have an attitude of gratitude. This alone will make you memorable.
4) You know you’re going to hear objections, so plan in advance to say “Great!” every single time an objection comes your way. The worst that’ll happen is you and your prospect will share laughter on the phone. Laughter builds trust. Trust is a good thing to have in a relationship-business or otherwise.