how to crush it kill it and master cold calling now

7/28/2019 How to Crush It Kill It and Master Cold Calling Now

1/23

HOWTOCRUSHIT,KILLITANDMASTERCOLDCALLINGNOW!

ByS.AnthonyIannarino|TheSalesBlog


2/23

2010S.AnthonyIannarino|HowToCrushIt,KillItandMasterColdCallingNow! 2

TableofContents

Introduc9on 3

TheAn9ColdCallingCrowdAreCharlatans.Period. 4

TheTruthAboutWhySalespeopleDontLikeColdCalling 6

C-LevelExecu9vesWanttoHearFromYou.Maybe.

TheBestWayToLoseaProspectsInterestWhileColdCalling 13

SixPrincipleforEffec9veColdCalling 17

AbouttheAuthor 23


3/23

2010S.AnthonyIannarino|HowToCrushIt,KillItandMasterColdCallingNow!

Overthepastyear,IhavewrienblogpostaXerblogpostatmy

site,hp://www.thesalesblog.com.MostofwhatIhavewrien

waswrientobepublishedlaterasabook.Thatbookiscoming

inthenottoodistantfuture.

OfallthetopicsIhavewrienon,whatIhavewrienabout

coldcallinghasalwaysstruckanerve,elici9ngstrongopinions

eitherfororagainst.MuchoftheemailIreceiveisforadvice

andideasabouthowtobemoreeffec9veatcoldcalling,oritis

toremindmethatSales2.0hasreplacedcoldcalling(anidea

withwhichIamvehementlyopposedwitheveryfiberofmybeing).

Icollectedafewpostsoncoldcallingheretoserveasaguide

forthosewhowouldendeavortoimprovetheircoldcalling

skills.Ihopeyoufinditusefulinimprovingyoureffec9veness

andthatyouadopttheseideasintoallofyourprospec9ng

ac9vi9es.

GoCrushIt.GoKillIt.GoandMasterColdCalling.

S.AnthonyIannarino

Westerville,OH

/18/2010

Introducon


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Therearetworeasonsthatcoldcallingtakesabea9ngby

so-calledsalesgurus.

Thefirstreasonisthatmostsalespeoplearentverygood

atit(mostpeopleliketodoworkatwhichtheyare

aboveaverage,especiallywhenitisno9ceable).Thesesalespeoplecomplainaboutcoldcalling.

Thesecondreasoncoldcallinggetsbashedisthefact

thatawholecoageindustryhaspoppeduptosellthe

ideathatcoldcallingisdeadtothegroupofsalespeople

whoarentverygoodatitandwishforaneasierwayto

setappointments.

TheAnCold

CallingCrowdAreCharlatans.

Period.

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Thean9-coldcallingcrowdpreysonweak

salespeople.Thesecharlatansarenodifferent

thanthecharlatansthatselltheideathatyou

canloseweightwithoutexerciseordiet,that

youcangetrichquicklywithoutworking,and

thataffiliatemarke9ngcreatesmillionaires

(whichitdoes,butthemillionairesarethefolks

whosellthepicksandshovels,notthosethat

arestandinginthestreampanningforgold).

Coldcallinghasmuchincommonwithweight

loss,fitness,andgengrich.Likeallofthese,

coldcallingishardwork.Coldcallingisalsoa

prerequisiteforsuccessinsales,justlikediet

andexerciseareprerequisitesforweightloss

andfitness,andspendinglessandsavingmore

areprerequisitesforbecomingwealthy.

Tosucceedatprospec9ngtoday,youneedtouseeveryweaponinyourarsenal,coldcalling,

warmcalling,networking,referrals,tradi9onal

marke9ng,socialmediaandmore.Youcannot

leavecoldcallingoutofyourarsenal;itisjust

toovaluableaskillforasalesperson.

Ifyoudontlikecoldcalling,considerthatyou

mightnotlikeitsimplybecauseitishardtobe

reallygoodatcoldcalling.Treatcoldcallinglike

anythingelsethatyouwanttobereallygoodat

anddedicatethe9meandresourcesnecessary.

1. Readabookoncoldcalling.Infact,readtwobooks.

2. Asksomeonewhoisgoodatcoldcallingtolistentoyoumakecallsandoffer

sugges9ons.

3. Recordallofyourcallsandlistenbacktothemtohearhowyousoundtothe

prospect.Thendosomethingtomakeyour

callsbeer,stronger.Rewriteyourscripts

tomakethemmorecompellingtothe

prospect.

4. Getacoach.5. BuyacoldcallingprogramonCDandlisten

toitonthewaytoandfromwork.

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Ifyouworkatcoldcalling,youcanandwillget

beer.Ifyouworkespeciallyhardatit,youcan

getbeerevenfaster.

Whateveryoudo,dontbuythesnake-oilsold

bycharlatansandcon-ar9sts.

Ifyouplantodowellinsales,plantogetgood

atcoldcalling TheTruth

AboutWhySalespeople

DontLikeCold

Calling

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Therearetwogroupsofpeoplewhocoldcall:

telemarke9ngfirmsandprofessional

salespeople.Fortelemarke9ngfirms,cold

callingisallthattheydo.

Forprofessionalsalespeople,coldcallingisone

toolinanarsenalofmanytools(oratleastit

hadbeerbe).

Therearemanyreasonsthatsalespeopledont

likecoldcalling,butinprofessional

salespeople,itisrarelyafearofrejec9on.

Instead,itisusuallyoneofthreereasons:

1. LackofPreparedness2. LackofAbilitytoDifferenate3. InabilitytoCreateValuefortheirDream

Client

LackofPreparedness

Noonewantstodoajobthattheydonthave

thepropertools,technologyandtrainingthey

needtosucceed.

Thetools,thetechnology,andthetraining

prepareyoutosucceedandbuildconfidence.

Theoppositeisalsotrue;alackoftheproper

tools,technologyandtrainingdestroys

confidence.Forcoldcallingthisboilsdowntoa

coupleofkeyfactors.

1. Doyouhaveawrienscript?2. Doyouhaveawrienscriptforobjec9ons?3. Isthescriptsomethingthatyoucanbe

proudtouse?

4. Doesyourscriptmakeyousoundlikeaprofessionalwhosecleargoalistocreate

valueforthecustomer?Ordoesitmake

yousoundlikeacreditcardcompany?

.

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LackofAbilitytoDifferenate

Professionalsalespeopleneedtodifferen9ate

themselvesinacrowdedfield.Thisisdifficult

todo,anditismoredifficultoverthe

telephoneespeciallywhenthesalesperson

ralesoffthesamelinestheprospectjust

heardfromacompe9tor.

Salespeopledontliketomakecoldcallswhen

theycannotdifferen9atethemselves.Thereare

alotofgimmicksandtrickstodifferen9atethat

havebeentriedovertheyears,likefakepollsandsurveys,butallresultinalackoftrustonce

thecallturnsintoasalescall.

Todifferen9ateyourselfonthephoneis

difficult,butithastobedoneandithastobe

authen9c.Thebestwaytodifferen9ate

yourselfistocreatevaluefortheprospect.

InabilitytoCreateValuefortheProspect

Professionalsalespeoplesucceedwhenthey

createvaluefortheirprospectsandcustomers.

Whencoldcallingdoesntprovideyouwiththe

abilitytocreatevaluefortheprospect,it

doesntfeellikeaworthwhileuseofyour9me.

Therearesalesorganiza9onswhohavefigured

outhowtodelivervaluebeforeclaimingvalue

overthetelephone.Theys9llaskfor

appointments.Butthecallsarevaluableforthe

prospectbecausetheyprovidetheprospect

withsomethingmorethanarequestforan

appointment.

Thereasontelemarke9ngissooffensivetothe

peoplereceivingthecallisbecauseitissoone-

sided;itisntaboutcrea9ngvalueforthem.

Conclusion:PoorResultsandCallReluctance

Alloftheabovefactorsleadtopoorresults,

andpoorresultsleadtolessac9vity.Correc9ngandimprovingthethreefactorsabovecan

makecoldcallingamorevaluabletoolina

salespersonsarsenal.

Answertheseques9ons:

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Quesons

Herearesomeques9onsyoucanusetostart

thinkingabouthowyoucanimproveyourcold

callingac9vity.

1. DoIhaveagreatscriptformakingcalls?Isitsuperprofessional?

2. DoIhavewrienscriptsforallofthepoten9alobjec9onsImightreceiveonthe

call?

3. Doesmyscriptimmediatelymakemedifferentinthemindofmyprospec9vecustomer?Doesitmakemesoundlikethe

lasttensalespeoplewhocalled?

4. WhatcouldIsayonacoldcallthatwoulddifferen9atemefrommycompe9tors?

WhodoIhavetobetostandoutfromthe

crowd?HowdoestheprospectknowIamremarkableoverthetelephone?

5. HowcouldImakeacoldcallavaluableuseofmyprospects9me?Whatdoesthe

prospectneedthatIcouldusethecoldcall

asanopportunitytodeliver?

C-Level

Execuves

WanttoHearFromYou.

Maybe.


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Coulditbethatsomesalespeoplearesimply

moreeffec9vethanothersatcallingand

gainingappointmentswithC-levelexecu9ves?

ColdCallingC-LevelExecuves

Thereisnoreasonthatyou,asaprofessional

salesperson,cannotpickupthephoneandcall

C-levelexecu9ves,providingyouhavegreat

ideas(andyoudohavegreatideas!).Thereis

noreasonyoucannotpickupthephoneand

say:

HiTom.ThisisAnthonywithTheSalesBlog.I

justreadanar9cleaboutyournewini9a9ve,

andIhavesomeideasthatIbelievewillhelpful

toyouandYZCompanywiththisproject.Id

liketoinviteyoutograbacupofcoffeeanda

quickdiscussionontwooftheseideas.I

promiseitwillbe20minutesthatwillbeworthyourwhilewhetheryouuseusornot.What

doesThursdaymorninglooklike?

Doesthisrequirethatyouhavetheideas?

Absolutely.

Doyouhavetobepreparedtogeneratevalue

ontheappointment?Absolutely.

Aresomeoftheseexecu9vess9llgoingtosay

no?Absolutely.

Whichiswhyyouneverpursueasingle

approachandyouinsteaduseevery

prospec9ngmethodavailable.

WhyDoC-levelExecuvesTakeYourCall

Whodoyouthinkhastheworstcaseofinsomniainyourprospectscompany?

Noone,andImeannoone,hasbigger

problemswithmoreatstakethanC-level

execu9ves.Noonewantstomakesuretheir

ini9a9vessucceedlikeC-levelexecu9ves.

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C-levelexecu9vesarechargedwithachieving

theircompanysstrategicgoalsandobjec9ves.

Wherethosegoalsandobjec9vesrubup

againstmarketreali9esarewhereproblemsare

found.Whereproblemsarefoundiswhere

thereisanopeningforyoutocreatevalue.

WhatsExpectedofYou

InordertoprovidevaluetoC-levelexecu9ves,

youhavetobeabletoeithersolveaproblem

forthemorhelpthemcreateanewcompe99veadvantage(althoughIwouldargue

thatcrea9ngacompe99veadvantageiss9ll

solvingaproblem,itisjustcrea9ngthe

problemofnothavingthecompe99ve

advantagefirst).

Togettheopportunityyouhavetobeacouplethings.

Youhavetobesupremelyconfidentthatyou

cansolvetheirproblemorhelpthemwitha

compe99veadvantage.

Youhavetohavethebusinessacumentobe

abletospeaktothemintheirlanguage,and

thelanguageofbusinessisoXenfinancialor

strategic.

Thismeansyouhavetobeabletoreada

financialstatement,andthatyouareasgood

withMicrosoXExcelasyournearestCFO.You

needtobeabletoproveoutyourpoints,and

thisincludesROI.Youalsoneedtoknowhow

theycompeteandtheirstrategicadvantagein

theirmarket.

Youneedtoforgothesimplerapportbuilding.

C-levelexecu9vesareinterestedinbusiness

andtheyareinterestedindoingbusinesswith

otherpeoplewhoareinterestedinbusiness.(I

amnotsugges9ngrapportisntimportant,but

youDamnwellbeernotstartwiththetrivial).

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C-levelexecu9vesneedyoutobetheirgo-to-

expertinyourfield.Theyknowtheyarenot

subjectmaersoneverything,andtheyknow

theycannotaffordtonotunderstandtheparts

oftheirbusinesswhereyourbusinesscanmake

adifference.

Theywillexpectyoutobeasubjectmaer

expertparexcellence,fillingagapthatthey

haveintheirknowledgeandexperience.

Youwillneedbethekindofpersonthatisgoingtoowntheini9a9veandtheresultsof

whatitisyousell.Youwillneedtobethekind

ofpersonwhocanachievetheoutcomesyou

promise,engagewithyourteamandtheirteam

throughouttheen9reprocess.

ConclusionLetsnotforgetthatC-levelexecu9vesare

human(well,Ihavemetafewthatmaynot

be).Theyusuallyhavemoreexperienceand

greatercompetencieswhichhasledthemtoa

posi9onofresponsibility.

Thisresponsibilityincludesachievingresultsfor

theircompany,theirclientsandcustomers,

theirstakeholders,andtheirshareholders.

Theybuildteamstoachievethoseresults,and

theirpartnersarepartofthatteam.

Ifyoucandifferen9ateyourself,youcanget

theiraen9on.Ifyoucansolveproblemsand/

orcreateacompe99veadvantage(owningthe

outcome),youcanbepartofthatteam.Having

thenecessaryskillsisuptoyou.Andsois

havingtheconfidencetodoso.

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Quesons

1. WhatdoyoubelieveaboutC-levelexecu9vesthatpreventsyoufrombeing

abletopickupthephoneandcallthem

2. Whatdoyoubelieveaboutyourselfthatpreventsyoufrombeingabletopickupthe

phoneandcallaC-levelexecu9ve?

3. Whatareyoumissingthat,ifyouhadit,wouldmakeiteasierforyoutomakethe

callshigherupyourprospects

organiza9onalchart?Whatdoyouhaveto

dotogetit?

4. WhatisyourbestlanguageforcallingaC-levelexecu9ve?

TheBestWay

toLosea

Prospects

InterestWhile

ColdCalling

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AfewweeksagoIreceivedanemailfromafirst

9mesalespersonstrugglingtomake

appointments.

Herproblemsweremany,star9ngwiththefact

thatshehashadnosalestrainingandnosales

manager.Herques9onwasonhowtoget

beer,andIrecommendedtwoofmyfavorite

salesbooks.Shehadreadone,andshebought

theother.

Shesentmeafollowupemailtobeerdescribetherealproblemshewasconfron9ng,

whichshedescribedashavingtrouble

introducingherselfandhercompanys

consulngservices.

Thereisnodoubtthatmakingthestatement

Idliketocomebyandintroducemyselfandmycompanysservicetoyou,issome9mes

effec9ve.

Butthatsome9mesisvery,veryrare.

Hereiswhythatopeningscalltoac9onisnt

effec9veandwhattodoaboutit.

YourCalltoAconIsSelfCentered

Ifyouwereontheothersideofthis

salespersonsrequestforanappointment,what

mightyoususpectyouwouldspendyour9me

talkingaboutonasalescallshouldonebe

given?

Thisstatementmakestheprospectabsolutely

certainthatyouaregoingtospendyour9metalkingaboutyouandwhatyoudo.

Butwait,yousay.ThatisntatallwhatI

hopedtoaccomplishonthefirstcallButthat

iswhatyousaid,andthatiswhatyourdream

clientnowbelieves.

YourCallisUndifferenated

Truthis,therearealotofpeopleusingthisvery

sameopening(itworkssome9mes,especially

withsmaller,transac9onalclients).

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Yourprospectsanddreamclientsaresubjected

tothisrequestoverandoveragain.Inthepast,

theyhaveagreedtomeetwithsomenice-

soundingsalespeopleandtheyhavefound

themalltobepreymuchthesamenot

valuecreators!

Byusingtheexactsameapproachwiththe

exactsamelanguagechoices,youhave

confirmedthatyouarenodifferentthanthose

whohavecomebeforeyouandthemany

whowillcallusingthesamelineinthefuture.

YourCallProvidesNoValueandConfirmsNo

FutureValue

Bymakingyourrequestbothaboutyourself

andundifferen9ated,youconfirmforyour

prospectordreamclientthatyoulackthe

abilitytobevaluabletothemthisistrue,evenwhenyoureallycanbeofvalue.

Bymakingevenyourrequestaboutyou,you

demonstratethatthefocusofthiscallisabout

crea9ngvalueforyouandnotyourdream

client.

Bynotmakingyourcalldifferent,thedream

clienthasnochoicebuttobelievethatyou

havenonewvalue-crea9ngideasworthher

9meandheraen9on.

Thefirstassessmentthatyourdreamclient

makesiswhetherornotyouaresomeone

worthspending9mewithwhatarethey

goingtogetoutofthecall.Thebesttheycan

hopefor,basedonyourrequest,isthatthey

mightgettovisitwithareallynicesalesperson

withnothingveryvaluabletooffer.

YourCallConfirmsThatYouLackBusiness

Acumen

Yourdreamclientshavebusinessissues,

businessproblems,businesschallenges,and

businessopportuni9esforwhichtheyrequire

outsidehelp.

Yourcalldoesnothingtoindicatethatyouhave

thebusinessacumen,theexperience,orthe

resourcefulnesstohelpthemovercometheir

problemsortotakeadvantageoftheir

opportuni9es.15


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HowtoRemedyThisProblem

Thewaytoremedythisproblemistowrite

beerscripts,scriptsthatdontviolatethe

aboveprinciples.

Beerlanguagewillbecustomer-focused,it

willdifferen9ateyoufromyourcompe9tors,it

willdemonstratethatyourinten9onisto

createvalue,anditwillconfirmthatyouhave

thebusinessacumenandtheresourcefulness

toreallyhelpthemwiththeirbusiness.

Conclusion

Thefirststepingainingappointmentswhen

coldcallingistocaptureyourdreamclients

interest.Inoutof10cases,offeringtotalk

aboutyourselfisntinteres9nganditisnt

compelling.

Effec9venessincoldcallingandappointment

sengisbuiltondifferen9a9ngyourselfand

yourofferingandbyprovingyoucanandwill

helpyourdreamclientsproducebeer

businessresults.

Quesons

1. Whatdoesyourscriptsuggestaboutyourinten9onsforthefirstappointmentwith

yourdreamclient?

2. Howdoesyourscriptdifferen9ateyouinacrowdedmarketplace?Doesitconfirmthat

youarenodifferentandthatyouhave

nothingnewtosay?

3. Doyourscriptsandyourlanguagechoicessuggestthatyouareaprofessionalinyour

fieldandthatyoupossessthebusiness

acumentomakeadifferenceforyour

clients?

4. Doyourscriptsandyourlanguagechoicesconfirmyourabilitytocreatevalueforyour

dreamclient,evenontheveryfirstcall?Whywouldtheybelievethatmee9ngwith

youwouldbenefitthemnowandinthe

future?

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1.YouAreGoingtoHearNo.DontBelieveItMeans

Anything.

Yourdreamclientsandprospectsgethundredsofcalls

fromsalespeople.Yourdreamclienthasnowaytoknow

whoisworthspending9mewithandwhoisnotworth

spendingtheir9mewith.Whenfacedwiththisdilemma,

theymaketheeasiestchoice:theysayno.

Theydontjusttellyouno.Theydontjustgiveyouan

objec9on.Theygivealmosteveryonethesamenoand

thesameobjec9onbecauseitworks.Theobjec9on

preventsthemfromhavingtospendtheir9mewith

salespeoplewhoarewhollyunpreparedtocreateany

valueforthem.

SixPrinciplesforColdCalling

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Thosethataregreatatcoldcallingand

telemarke9ngdonotaachanymeaningtothe

wordnoortotheobjec9onthattheyreceive.

Theydonotfeelasiftheyhavebeenrejected.

Theydontbelievethatthewordnoorthe

dreamclientsobjec9onissome

insurmountableobstacletomakingan

appointment.Theydontbelievethatitmeans

thattheyhavefailed.Theyaachnomeaning

toitatall.

Tosucceedatcoldcallingyouhavetoknow

thatyourfirstanswertoarequestisgoingto

benoandthatitdoesntmeananythingabout

you,abouttheirneedforyouoryourservice,

oraboutyourprospectofgainingan

appointment.

Itissimplypartofthedance.

2.YourDreamClientReceivesLotsofCalls.

YouHavetoDifferenateYourself.

Yourdreamclientcannottellfroma

telemarke9ngcoldcallwhoisworthseeingand

whoisntworthseeing.

Inordertogaintheiraen9on,youhaveto

differen9ateyourselffromyourmany

compe9tors.

Alotofcompaniestreatalloftheirproviders

andpartnersascommodi9es,whichmeansoneofusisasgoodasthenextevenwhenthisis

nottrue!

Duringyourcall,youonlyhavetwotoolsthat

youcanusetodifferen9ateyourselffromyour

compe9tors:

1. thelanguagechoicesthatyoumake,and2. whatyoupersonallybringtothecall.

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Ifyourlanguagechoicesarethesameasallof

yourcompe9tors,youarenotgoingtobe

perceivedasbeingdifferent.Ifthewayyousay

whatyousaymakesyousoundlikeyouarenot

passionate,likeyouarenotexcited,likeyouare

notinteres9ng,andlikeyoudonothavethe

abilitytomakeadifference,youwillnot

differen9ateyourself.

Yourcompe9torsaretryingtosound

professional.Youneedtosounddifferent.

Beingreal,beingconversa9onal,andbeingauthen9cwillhelpyoudifferen9ateyourself.

Ifyoudonotsoundlikeyouarepassionate

aboutmee9ngwiththemandhelpingthem,

howdoyouexpectthemtobepassionate

aboutmee9ngwithyouandgivingyoutheir

9me?

Yous9llneedtohavethebusinessacumento

talkaboutyourdreamclientschallengesina

meaningfulway,butauthen9cityand

professionalismarenotmutuallyexclusive.

Authen9cityisenabledbyconfidence.Be

yourself(andbeaconfidentyou).

3.YouHavetoProveYouAreaValueCreator.

NotaTimeWaster.

Yourdreamclienthasallowedher9metobe

wastedbysalespeopleinthepast.Yourcallis

alreadysuspect;yourdreamclientbelieves

thatyouwillwastetheir9meandthatyouare

notavaluecreator.

Youhaveonechancetomakeafirstimpression,andyouhavetosaysomethingthat

provesthatyouknowthatitisyourjobtohelp

themachieveabeeroutcomethantheyare

presentlygeng.Youhavetosaysomething

thatindicatesthatyouknowthatyouownthat

beeroutcome.

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Ifyousay:Idliketostopbyandintroduce

myselfandmyservice,youhavesaidnothing

thatindicatesthatyouintendtocreatevalue.If

insteadyousay:Idliketositdownwithyou

forfiXeenminutestoseehowwemightbe

abletohelpreduceyouroverallcostof

_________andimproveyour__________

results,yousoundlikeavaluecreator.

4.YouAreAlreadyUsingaScript.Writea

Be`erOne.

Evenifyoudontuseawrienscript,chancesare,youaresayingaboutthesamethingon

everycallthatyoumake.

Improvingyourscriptimprovesyourresults.

Itistremendouslyhelpfultogothroughtheact

ofwri9ngdownwhatyouintendtosaybeforeyousayit.Ithelpsbuildthelanguageintoyour

nervoussystem;itmakesthelanguagepartof

you.

Wri9ngdownwhatyouintendtosayalso

preventsyoufromhavingtoreaditfroma

pieceofpaper.Bywri9ngyourscript,u9lizingit

inprac9ce,discerningwhatworksandwhat

doesnt,andthenre-wri9ngyourscript,you

buildgreaterconfidenceandcompetency.

Youshouldalsowritedownallofthecommon

objec9onsandconcernsyouhearfromyour

dreamclientssothatyoucanhaveprepared,

effec9velanguagechoices.

5.YourGoalIsanAppointment.NothingElse.

Yourgoalisnotaconversa9on.Yourgoalisnot

aneeds-analysis.Yourgoalisnota

presenta9on.Yourgoalissimplyan

appointment,nothingelse.

Allques9onsthatwouldleadtoaconversa9on

needtoberespondedtoinawaythatinstead

leadstoanappointment.

Youhear:Whatmakesyoudifferent?

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Yousay:Wehavesixfundamentalthingsthat

makeusdifferentandthatmakeadifference

forourclients,includingacoupleofproprietary

serviceofferingsthatonlywehave.Illmake

sureIampreparedtoshowyouhowweput

thesesixideastoworkforourclients.What

doesnextThursdayaXernoonat2:00PMlook

like?

Ifyouanswertheques9onswithoutleadingthe

conversa9ontowardscommingtoan

appointment,youarearmingyourdreamclientwiththeinforma9ontheyneedtosayno.You

aregivingthemenoughtosaythatyouranswer

isntenoughforthemtowanttochangeright

now.

Youcannotsellwithoutfirstunderstanding

yourclientsneedsandtheirdissa9sfac9on.However,thecoldcallisnottheplaceto

conductthatneedsanalysis.Themore

ques9onsyouask,andthedeeperyougetinto

aconversa9on,thelessitbecomesnecessary

foryourdreamclienttomeetwithyou.

InB2Bsales,alwaysbeclosingisproblema9c;

especiallywhennotenough9me,trust,or

valuehasbeencreatedtodeservetheclose.

Butwhenitcomestocoldcalling,alwaysbe

closingistherule.Inordertocreatean

opportunity,youhavetofirstgetin.

6.YouAreGoingtoHavetoPushifYouWant

anAppointment

ItwillnotbeoXenthatyoureachthecontact

youneedonyourfirstcall.

ItwillnotbeoXenthatyougetanappointment

thefirst9meyoureachyourdecision-makeror

decision-influencer.ItwillnotbeoXenthatyou

getanappointmentthefirst9meyouaskfor

one.

Ifyoureallywanttheappointment,youaregoingtohavetopush.Youaregoingtohaveto

callmorefrequentlythanfeelscomfortableto

you.Youaregoingtohavetoaskforthe

appointmentmore9mesthanfeels

comfortabletoyou.

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Youaregoingtohavetobepersistentand

resilient.Persistencemeansthatyoudont

acceptnoforananswerandyoukeeptrying.

Resilientmeansthatyoubouncebackfromthe

nototryagain,withoutallowingtheanswerno

todiscourageyouinanyway.

Youaregoingtohavetopush.Youaregoingto

havetoaskfortheappointmentmorethan

onceeach9meyouconnectwithyour

decision-makerordecision-influencer.Ifyou

reallywanttheappointment,youhavetobehaveasifyoureallywanttheappointment.

Conclusion

Lotsofsalespeoplearechallengedbyhavingto

makecoldcalls.Buttherearesomeprinciples

that,iftakentoheartandadoptedintoyour

prac9ce,canmakeyourcoldcallingalotmoreeffec9ve.

1. Whatmeaningdoyouaachtothewordno?Whatcoulditmeaninstead?

2. Howdoyoudifferen9ateyourcallfromthehundredsormorecallsyourdreamclientreceiveseveryyear?

3. Whatdoyousaytoensurethattherecipientofyourcallknowsforcertainthat

youareavaluecreatorandnota9me

waster?

4. Couldyourcoldcallingbeimprovedbytakingthe9metochoosemoreeffec9velanguage?Coulditmademoreeffec9veif

youspent,say,twohourswri9ngoutwhat

youreallywanttoconvey?

5. Areyoutryingtocreatethevalueofaneedsanalysisonthetelephoneinsteadof

schedulinganappointment?

6. Areyouwillingtopushinordertogettheappointmentthatyouneed?Isaquarterly

phonemessagereallyindica9veofyour

strongdesiretoperformforyourdream

client?

22


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S.AnthonyIannarino

PresidentandChiefSalesOfficerforSOLUTIONSStaffing,abest

inclassstaffingfirmwithofficesinColumbus(OH),Cincinna9(OH),Charloe(NC),Atlanta(GA),andPhoenix(AZ).

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