Download - Introduction
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RAIN Selling
Cold Calling forNew Business
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Six Essential Prospecting Outreach Formulas
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Best Practice Approach1.
Straight Results Approach2.
New Idea Approach3.
New and Different Approach4.
First Step Approach5.
Can You Help Me Approach6.
Six Essential Prospecting Outreach Formulas
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Capabilities/Demonstration Approach7.
Six Essential Prospecting Outreach Formulas
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My name is John Smith and I’m a strategy and change management
consultant.
What’s In It for Me
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What’s In It for Me
Do you need help building strategy or managing change? Let’s meet.
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What’s In It for Me
My name is John Smith with Arc Strategy. We’ve
never spoken before.
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What’s In It for Me
The reason I’m calling is my firm has recently
conducted a major benchmark study
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What’s In It for Me
on how manufacturing businesses in the Midwest —including your two major
competitors—
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What’s In It for Me
are successfully working with their labor unions in
the face of global outsourcing.
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What’s In It for Me
While there are three practices that are working in general, a few practices fail almost every place we
studied.
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What’s In It for Me
As a way of introducing ourselves, I’d be happy to
come by and take you through what we’ve found.
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The results are eye opening, to say the least.
What’s In It for Me
The prospect has to see value in the meeting itself
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Six Value-Based Prospecting Approaches
1. Best practice approach
2. Straight results approach
3. New idea approach4. New and different method approach5. First step approach
6. Can you help me approach
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Best Practice Approach
Name
Sharon, this is Lee Adama.
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Best Practice Approach
Organization
I’m with Caprica City Technologies
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Best Practice Approach
Introduction—direct
We’ve never spoken before,
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Best Practice Approach
What we do
But we focus on working with pharmaceutical companies to help run the
most efficient clinical trials…
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Best Practice Approach
Aspiration or affliction
The reason I’m calling is we’ve just completed a major benchmark research study to identify the key drivers of cost reduction and speed improvement in clinical trials, and at the same time, maintain high quality standards…
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Best Practice Approach
Offer
I’ll be in southern New Jersey on June 14 and 15 at a client site. As a way of
introducing Caprica, I’d be happy to come by and take a few minutes to share with
you the research results. I think you’ll find them pretty eye opening.
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Call to action
I was looking at the 14th in the afternoon or the 15th in the morning to meet?
Best Practice Approach
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Straight Results Approach
Name
Bill, I’m Helena Cain.
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Straight Results Approach
Organization
I’m with Pegasus Fundraising.
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Straight Results Approach
Introduction—trigger
I read in the Chronicle of Higher Education that you just joined Gemanon College as
their new vice president of development.
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Straight Results Approach
What we do
We focus on working with college and university development organizations…
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Straight Results Approach
Aspiration or affliction
…to help them increase their fundraising results by an average of 15% per campaign.
We recently completed successful campaigns with state university and the
College of Astral Queen…
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Straight Results Approach
Offer
I saw in your alumni magazine that your fundraising goal for this coming year is
about $40 million…a 15% increase would be $6 million more.
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Straight Results Approach
Call to action
Are you available next Tuesday or Wednesday in the morning to see how we
might get those results for you?
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New Idea Approach
Name
Saul, my name is Aaron Doral.
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New Idea Approach
Organization
I’m with Basestar Innovation.
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New Idea Approach
Introduction—direct
We’ve never spoken before,
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New Idea Approach
But we focus on working with consumer packaged goods companies to help them
Innovate…
What we do
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New Idea Approach
The reason I’m calling is I was just on your website and saw a note in a press release that you were looking for any and all ideas on how you can leverage open innovation…
Aspiration or affliction
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New Idea Approach
Open innovation is what we do, and, given your strategy to lead in dental products, we
have three ideas that we think you might find intriguing. Perhaps these three ideas
could spark some interesting conversation.
Offer
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Are you available to discuss these ideas next Tuesday morning or Wednesday
morning?
Call to action
New Idea Approach
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New And Different Method Approach
Name
Karl, I’m Laura Roslin.
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New And Different Method Approach
Organization
I’m with Picon Strategies.
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New And Different Method Approach
Introduction—referral
Your COO Jim Smith suggested that I give you a call.
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New And Different Method Approach
We work with technology companies to help them get their salespeople up to
speed as experts in their fields and selling full tilt very quickly after they are hired.
What we do
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New And Different Method Approach
The reason I’m calling is that we’ve been working with companies such as Centurion &
Viper Systems to help them reduce their ramp-up times for new sales reps by 50%, while at
the same time decreasing new rep turnover by 15% in a breakthrough new way…
Aspiration or affliction
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New And Different Method Approach
How we’ve solved the problem is pretty different than, I’m guessing, anything
you’ve seen. But we won’t know that until we share it with you.
Offer
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Right now I am looking to discuss our approach next Tuesday morning or
Wednesday morning—which works best for you?
Call to action
New And Different Method Approach
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First Step Approach
Name
Kara, this is Felix Gaeta.
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First Step Approach
Organization
I’m with C-Bucks Financial.
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First Step Approach
Introduction—referral
Sam Anders in your Springfield office suggested I give you a call.
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First Step Approach
What we do
For the past 12 years we’ve focused on helping owners of family businesses in the $10 million to $50 million range transfer
ownership of their firms and realize a liquidity event when they want one…
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First Step Approach
Aspiration or affliction
The reason I’m calling is we are having a private, CEO only dinner and speaker event at the Copley Plaza in downtown Boston where
CEOs will have a chance to talk with each other and enjoy our speaker, the dean of
Triton University Business School…
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First Step Approach
Offer
As we’ve never met, I’d look forward to doing so by having you come to the event
as my guest.
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First Step Approach
Call to action
Can I put you down as a yes for the event?
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Can You Help Me Approach
Name
Callie, this is Tory Foster.
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Can You Help Me Approach
Organization
I’m with Colonial One.
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Can You Help Me Approach
Introduction
We’ve never spoken before,
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Can You Help Me Approach
What we do
But we focus on helping HR leaders hire the best candidates for leadership positions
using our proprietary assessment instruments.
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Can You Help Me Approach
Aspiration or affliction
We have been able to increase new hire retention and success rates at companies in
the banking industry by 25%.
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Can You Help Me Approach
Offer
I’m calling to see if you might be interested in engaging a discussion about how we
achieve these results, but I don’t know who at your company would be the right person
to talk to.
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Call to action
Can you point me in the right direction?
Can You Help Me Approach
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[PAUSE]
o People like to fill silence
o Gives prospect a chance to ask you a question
Before I let you go, though, can I ask you one question?
Use Pauses
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Push Backs
1. Best practice approach
2. Straight results approach
3. New idea approach4. New and different method approach5. First step approach
6. Can you help me approach
Don’t retreat immediately
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“I’m Not Interested”
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“Now’s Not a Good Time”
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“We Already Have a Provider”
We already work with another provider to do this,
and they’re doing well.
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Buyers Switch Providers
“We Already Have a Provider”
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Buyers Switch Providers
“We Already Have a Provider”
48% of buyers are “very satisfied”
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Responding to Push Backs
Good to hear. I’m curious, what do you think makes the
relationship work so well?
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Responding to Push Backs
I’m curious to know…
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Responding to Push Backs
What topics do you cover in your monthly meetings with
your current provider?
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Oh I didn’t realize that. Here’s what we cover in the monthly meetings we have with clients.
Responding to Push Backs
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It sounds like things are pretty good. But you didn’t say they were doing an amazing job. What would it look like if a
company was doing an amazing job by your standards?
Responding to Push Backs
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Responding to Push Backs
Glad to hear that things are going well. While I am not too familiar with their process, I do know it’s always worthwhile to
have a second set of eyes to look things over.
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Responding to Push Backs
The next time you have something like this, I’d be happy to give it a quick review to see if we’d approach it any differently.
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If nothing else, you’ll get a different perspective and we may
even be able to find you some additional improvement.
Responding to Push Backs
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Responding to Push Backs
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33%
Overcoming Call Reluctance
97% of salespeople with call reluctance got over itonce they started actually making calls
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Overcoming Call Reluctance
Start calling!
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Conclusion
Cold Calling for New Business