The 3 Biggest Cold Calling Mistakes

I could talk for hours about advanced cold calling techniques; how to increase cold calling effectiveness and setting appointments and closing sales on the telephone. ‘What am I saying’, I have gone on and on about it hundreds of times in MTD Sales Training Material.

However, I reminded of what my mum always used to say: “Sean, as complex as things may look, they can become really simple if you look at them from a different angle.” So, I did, and realised that although there is a thousand new and extremely advanced techniques I could teach you, looking at the problem from a different angle, I saw there were only a few things that you should NOT do.

Just a few simple things that if you avoid, you’ll increase the results of your cold calling immediately. So, here they are. Avoid these simple cold-call killers and you’ll set a few more appointments and close a lot more sales.

Get rid of the smile and enthusiasm at the beginning of the call. I know all your life you’ve been told to wear a big smile and be enthusiastic, critical mistake. It is the old-school Smile and Dial mentality that has consumers sick and tired of Sales People and Marketers.

Don’t be perfect. You heard, off cause you should learn your “pitch” flawlessly. But remember, stutters, fumbles and broken chains of thought occur naturally in real conversations. No one talks perfectly. The more perfect you sound, the more the prospect knows he’s one of a hundred you’ve called today. Let’s face it who wants to be Mr. 89. That’s why they tell you to “take me of your list”.

Slow it all down! Have some confidence in yourself. Don’t be afraid to let people talk. Welcome a response instead of trying to avoid it. Don’t be afraid to allow the prospect time to think and respond.

Avoiding these three common mistakes won’t solve all your cold calling or telephone marketing problems but they will certainly help make it easier.

Sean

Sean McPheat
Managing Director
MTD Sales Training

I received a question recently from “J” who asked how he should go about making some cold calls.

His email was quite lengthy so I’ve copied it below along with my thoughts:

————————————–

Hi Sean,

I’m just about to start a call out to follow up a mailshot we sent our recently.

The mailshot I sent out was just a brief introduction of our product and name dropped a few of our existing customers.

We sell cashless catering solutions for schools and bookings and lettings software for their rooms and sports halls for conferences and adult education and community learning. Our software will also link with other applications so the students who have a card or biometric fingerprint to access and pay for their school lunch, can use the same method of identification to work with access control systems, school library systems, registration systems. We also link our software with online payment systems which allow parent to load money onto their child’s lunch account but also to pay for school trips online, library fines, uniform, music lessons, anything the school charge for really.

We have some very high profile schools and academy’s currently using the system and our other market is in sports and leisure and we have over 400 sports and leisure clubs across the UK and Ireland.

The main benefits to our cashless catering system are

Reduced administration costs
increased information is available to the school through our complete EPOS system
De stigmatisation for the kids who receive free school meals as its offered discreetly.
No bullying for money within school as it creates a cashless environment.
Healthy eating rewards for students.
Increased turnover as all money given by parent must be spent in school not on junk food down high street.

Basically this is our product in a nutshell but I wondered how best your thought I go about calling the schools.

Unfortunately the mailshot was only addressed to the Business manager at the school and isn’t personalised.

How do you suggest I get there name from reception and talk to them after such a cold calling mailshot?

What would be your advice when speaking to them. Ideally we want to go out and demonstrate the system to those schools that are interested.

I would appreciate any help or advise you could give me. I’ve only been in this job for 6 months so I want to continue to impress. My background was retail management before I moved here.

Thanks

“J”

————————————–

OK, here are my thoughts on this…

I’ve highlighted 3 of your comments below with my thoughts underneath.

I’m not going to give you some cold calling tips per se because what you’ve just told me has just reduced your chances of success by about 90% before you even pick up the telephone!

“Unfortunately the mailshot was only addressed to the Business manager at the school and isn’t personalised”

You are selling to schools and this is probably one of the biggest school errors you can make!

I really mean that.

Do you know what the first objective a direct mailer is?

Nope, it’s not for you to tell them about your wares. It’s not for brand awareness either.

It’s to get the envelope opened!

That’s it in a nutshell - your first objective of your direct mail piece is to get your letter opened.

Now by addressing it to “The Business Manager” I’ll bet that the gatekeepers or PA’s at the schools etc will throw away between 50-60% purely because you have not addressed it to someone and have classed it as junk.

So that cuts your chances down by half before you even start - you don’t make it easy for yourself do you?!!!

You are also putting your trust in others who sort the mail. “Business Manager - who should this go to?” says the admin bod. So another 10% are routed to the wrong person who duly throws it in the bin too.

Then, for the remaining 40% who receive it, because of the lack of personalisation I would say another 30% just glance over it, see that it’s a sales jobs and throw it in the bin.

That leaves 10% tops that may or may not see your message and who might be interested.

But then, because your mailing sales copy is not good they don’t read any further.

Your most important copy in your mailing is your headline. Because this will “sell” them to read the rest of the mailing.

You might want to think about your mailing strategy!!!!

Now I may sound a little harsh here but so many cold calling campaigns fail before they even start because of this. You need to give yourself a chance to succeed!

How do you suggest I get their name from reception and talk to them after such a cold calling mailshot?

You need to do some pre-qualification before your mailings. Call up the receptionist and ask for the person’s name and then add that to your database before the mailing. At that stage try to get the telephone number too. Then after the direct mailer is delivered you can call them directly.

Another good approach is to put the following in your direct mail piece:

“I’ll call you in a couple of days to get your feedback as to whether this will be of value to you”

Then, when you call the receptionist and ask to be put through to your contact you say “He’s expecting my call” Because he is! You said it in your mailing didn’t you?!

What would be your advice when speaking to them. Ideally we want to go out and demonstrate the system to those schools that are interested.

Don’t sell your product or service just sell the appointment - simple as that.

There is a lot more about setting up appointments here

Happy Cold Calling! There’s far more to it than just making calls!

Sean

Sean McPheat
Managing Director
MTD Sales Training

Telephone:
0800 849 6732

Well, does cold calling work?

I’d love to hear your comments - just post something up at the end of this blog posting. Does it work for you? Got any good, bad or ugly tales to tell?

There’s a train of thought that cold calling is going to die a death in the coming years if it isn’t already dead that is!

My opinion?

Well, unless legislation steps in it will still be a valuable way to generate leads. Notice how I say “to generate leads”. To sell a service or a product over the phone in true cold calling style is becoming more and more difficult due to the scam artists out there. Who will want to give a total stranger a credit card number or their personal details when they haven’t even seen a picture of what they are getting!

Identify fraud is a hot topic and without being able to verify who you are talking to, you’ll never be able to gain the trust of the caller no matter how much “patter” they have.

The problem with cold calling is that it has got a horrible reputation. The skill levels of cold callers today are awful.

The sales training we provide is different to that of most companies when it comes to cold calling. The old “smile and dial” method of the 80’s and 90’s is soooooooo outdated it’s unreal.

With this, trainers would teach you to smile on the telephone, be upbeat and have lot’s of energy. Some would even tell you to have mirror by the side of your telephone when making sales calls.

Oh come on!

My advice?

Be a real person. Lose the smoothness. Lose the cheesy patter “And how are you today Mr McPheat?”

“I’m crap, someone has just gone into the back of my car and my boss has just given me a rollicking - bog off”

Be a real person, imperfections en all!

Why?

Well, 95% of the people making cold calls (and believe me your prospects will be receiving lots of cold calls from your competitors and other cold callers each and every day too) use the old smile and dial techniques so much that your prospects get so hacked off with everything.

So much so, that they regard all cold callers as the same - a real pain in the 8ss!

So you need to be different. Do the complete opposite of what they do and you will immediately improve your chances of success.

Happy cold calling!

Sean

Sean McPheat
“The LEADING AUTHORITY on how to market and sell
to the modern and sophisticated buyer of today”

Managing Director
MTD Sales Training

Telephone:
0800 849 6732

Cold Calling Tips - 5 Top Tips For More Effective Cold Calling

Cold Calling Tip # 1 - Lose the smile and dial

Don’t be all enthusiastic and over the top when you make your calls. You just sound so false and like the other 20 people who’ve called your prospect that day!

Cold Calling Tip # 2 - Sell the appointment

When setting appointments sell the reasons for setting the appointment and not your product or service. Any objections should be met with “That’s why we should get together!

Cold Calling Tip # 3 - Getting voicemails returned

Don’t leave a big long message about what you are about and why you called. You need to sell the callback not your products and services.

Cold Calling Tip # 4 - Planned not canned call scripts

Rather than working with a script use a framework. If you get sidetracked when using a script it can really throw you so use some guidelines and a framework and be flexible.

Cold Calling Tip # 5 - Learn how to spot a gatekeeper screen

There are two types of screens: BLIND SCREENS and INVESTIGATIVE SCREENS.

A blind screen is one where if your name is not recognised you do not get through and an invstigative screen is when they ask you screening questions BEFORE they tell you that the gatekeeper is not available! Click here for some further information on gatekeeper screens

Carry out these tips and enjoy the success you’ll have with your cold calling!

Happy Selling

Sean

Sean McPheat
Managing Director
MTD Sales Training

Telephone:
0800 849 6732

The Art Of Cold Calling - It’s time for SMILE & DIAL R.I.P!

The modern day buyer can see straight through your false enthusiasm and approach……..it’s time to lose the smile and dial!

If you sell IT services, software or anything in this area, then you, more than any other sales person, understands the real advancement of the typical prospective customer.

Today’s modern buyer is a sophisticated and savvy individual who knows how to use all of the technology at his or her fingertips. Today’s modern buyer is a well oiled machine; a smart and cagy prospect that has heard all of the BS before—and they don’t buy it—pun intended.

To successfully approach today’s IT buyer, first you must get rid of the typical sales-pitch-money mouth-smile-and-dial approach. That big over-enthusiastic smile, that pep-rally attitude that projects the old-school idea that if you are excited and jumping up and down, than this will make them do the same is ridiculous and today’s buyer resents such an approach.

You can’t use old school sales tactics on new school buyers!

First, you need get rid of the “Have I got a deal for you pitch-man smile and attitude” and be a real person; a professional. Then it’s time to get to get DTE. By the DTE I mean: get Down To Earth!!

I don’t know why it is that makes most people who sell technology think that they have to try sound like a “white-paper!” For some reason, most people who sell IT seem to want to “prove” that they are indeed technologically aware and intelligent. The result, they talk like they are writing a technical paper or giving a speech for the Noble Prize.

You have to get down to earth. Speak like you NORMALLY speak. As you are making calls, cold calls or to set appointments; you have to learn to talk naturally. You must learn to speak in your normal jargon, tone and pace. Now, I know that sounds simple, but it’s not.

You see, once you are making a call, a business call; your body and mind takes on a different posture. Once you know that there is money involved and you may receive a “less than enthusiastic or friendly reception,” you take on a different tone and attitude. Commercialism and expectations now alter your natural communication skills. Now, a simple “hello,” becomes a performance and you are not longer really YOU. You are acting.

This act helps the IT sales person preempt a possible negative response by beginning with what they believe is a more professional and high-level and technically astute opening. The often subconscious idea is to let the prospect know, in an instant, that you are indeed a technically savvy pro — a peer, someone who has been there.

So the call begins with a false projection of what you, the sales person thinks the prospect needs to hear.

Big mistake.

Calm down! Be yourself and get down to earth. Don’t force your knowledge and brains on the customer. Just be YOU. Be you with your stutters, mistakes and broken chains of thought. Be you with words that make sense — simple and plain common sense.

In a world where all of your competitors are making hundreds of cold calls to the very same buyers that you want to reach using the very same techniques that have been taught over decades surely you want to stand out?

Having trained thousands of IT sales people over the years here is a typical opening that they make:

(Imagine a high tempo, energetic and polished performance!)

Sales Person:
“Yes, Mr. Prospect, Stewart Gram here with ABC Software. ABC offers some of the most sophisticated enterprise-wide, multi-image, spider-enabled, SEO optimization and directory enhancement technology on the market.”

Ok. You could say that. Or how about getting down to earth…

Sales Person:
“Yes, ah, Mr. Prospect, Stewart Gram with ABC Software. How are you? {RESPONSE} Ah yes Stewart, ABC offers a web site trafficking software that will help you earn a lot more money.”

Of course, neither of those are exact examples as you know what you do.

But the bottom line is that if you sell IT — get real. Become normal and unrehearsed. You may have to actually practice at sounding unpracticed. But, if you sell IT, lose the smile and dial!

The Art Of Cold Calling has changed…

TOP 5 TIPS TO LOSE THE SMILE & DIAL

Step 1:
Tone down the enthusiasm until you’ve built rapport

Step 2:
Don’t be perfect – include stutters, stammers, “erms” etc

Step 3:
Use words that you’d use to a friend

Step 4:
Reflect back a like attitude and pace of speech

Step 5:
Sound human! Your competitors all sound the same remember

Happy Selling!

Sean

Sean McPheat
Managing Director
MTD Sales Training

Telephone:
0800 849 6732

Here’s an question I received last week.

Hi Sean,

Firstly I would like to thank you on your weekly emails. They have been thought provoking and really helped with my conversion to a competent salesperson. I am always surprised by the variety of subjects that you cover and hope this request for help brings back many more ideas.

I sell products and services and are often hit with the brick wall that is reception. “No cold calls are taken by IT”. Whilst I can empathise with this view point it is not helping me sell more!! The way for these companies to look at new products/services is by sending post and then they reply if they are interested. I am interested in your thoughts on this as I rarely, if ever respond to what I would consider SPAM and am not sure why anyone else would. Should I just concentrate on the lower hanging fruit?

They have been saying that it is company policy but whether that is something that gatekeepers learn or not, I cannot tell. As I am sure you are aware there are a lot of people in the IT industry and if they put through all of the “sales calls” then the IT Manager would get nothing done. I understand why they do this but it should also be due diligence that different products / services are looked when decisions are made. My experience of when I have bypassed the reception (occasionally we have old contacts that facilitate this) then when I find the correct person they tend to be in the wrong frame of mind for selling to (i.e. annoyed that I got past reception). Not all receptionists do this and some are very helpful (which helps for motivation). Do you think postal SPAM is likely to work with these companies, or should I leave these for the instant wins?
I suppose the counter point is that they are likely to talk to less people and would be more reliable customers but they are likely to take a lot of time. Any ideas?

John Morris
ABC Computer Services (made up company name)

Here’s my ideas:

Hi,
Ok, I think I understand exactly what the situation is, and I have some interesting thoughts for you, though they may not be what you were expecting. First, you are right, it is not time to give up the ship and turn to hoping and wishing that you get calls or responses to literature that you send in the post. You can more effectively get through to the people you are trying to reach by learning to deal with four challenges.

1. An M & M Infection
2. Projecting the right image
3. Empathic listening skills
4. Terminating a call

As you explained, it is obvious that somehow, almost before you have said anything, that the gatekeeper; (receptionists) has labeled you as “sales person” and that this is a “sales call.” Somehow you are projecting the image of the call that they are supposed to stop. This is M & M or Money Mouth. M & M is that sound, that voice or demeanor that acts like a warning beacon to prospective customers and GKs.
Here are a few steps to eliminate M & M.

First DO NOT SMILE and lose the enthusiasm. Don’t begin your call with a big enthusiastic smile on your face. It is true that people can “sense” if you are smiling and they can feel your enthusiasm over the phone; but that is the problem. If you think about it, you will see that there is no logical reason for you to be so hyped and excited to speak to a stranger, unless you wanted something. It is unnatural and usually projects the image of the stereotypical telemarketer.

To protect against this, make absolutely certain there is no hint of a smile on your face when you make that cold call. Do not be enthusiastic. You want to sound professional, but subdued and like an executive that is no one who has time to play games. This alone, will get you pass a lot more of those receptionists.

Another step in eliminating M & M and to begin to project a professional and trusting image, is: DO NOT BE PERFECT. In every normal, natural phone call and conversation (that is other than a sales call) there are stutters, mistakes and small broken chains of thought. However, in a sales call, the sales person is deliberately trying to sound professional and flawless and inadvertently removes all of the natural tendencies that are present in everyday speech. This creates an unnatural and abnormal “tone” to the call, in particularly in the very beginning of the call.

If you listen carefully, you will see that about 80% of every phone call that is natural, they begin with what I call a “fumble.” The caller has a brief hesitation, almost as if collecting their thoughts before they speak. Calls actually begin with, “Ah” or “Yes, uhm” or something like this. It is a split second, almost imperceptible fumble. But when that fumble is missing, because the sales person is rehearsed and has said the same words a thousand times; the person receiving the call, though they do not know exactly why, feels that there is something “not right” with the call. Add to that lack of a “natural” sound; the big smile and overly enthusiastic pep, and you begin to see why the red “sales person!” flag goes up almost after you said hello.
With the GK and the DM, lose the smile; kill the enthusiasm and add in a small fumble:

GK: ABC Technologies
You: Yes, uh, Steve Johnson, please
GK: Who may I say is calling?
You: Oh, I’m sorry. Uh, John Morris–ABC Computer Security—is he in today?

GK: Hold please

DM: Steve speaking

You: Yes, uh, Steve Johnson?

Also, do not say, “May I speak to…” or “Is the DM available…” Just state the name.

Now, there is something else I want to point out to you in that example and that is that you need to qualify the DM on two issues: Time and Attitude. As you mentioned, usually when you finally get to the DM, you find the timing is not right or the person does not have the right attitude or state of mind to talk to you.

In the first six to eight seconds of a cold call, you have to project a positive image, eliminate preconceived negative and stereo-typed images, and determine if the timing is convenient and if the prospect has the right attitude and an open mind to listen to you. Again, you have to do this within the first six to eight seconds and you have to do this almost non-verbally as with the fumble.

At MTD, I teach a method called “T.A.L.K.” While I can not get into the real detail of this training in this short letter, I think I can give you an overview of the first to steps; that is the T and the A.

TALK stands for Time, Attitude, Legitimize and Knead (& Need) in that in the first two steps in the process of a cold call, you must determine the time and the attitude. With the TALK method, you use pauses, fumbles and non-verbal questions along with intensely empathic listening to pull out responses from the prospect, to make the determination as to if the DM has the time and the correct attitude to talk to you.

You are going to reverse the thinking on this in that the prospect has to pass a series of tests to qualify for you to spend your time speaking to them. They must qualify by showing that they have the time and the mind for you to continue the call. If you feel that they do not have the time or if they do not have an open mind, then you will initiate the termination of the call.

So, first, listen intently to the way the DM answers the line, including how he or she actually lifts the receiver. Most sales people pay no attention to these first few seconds, but if you just listen you will see the DM gives you many clues as to time and state of mind just by the way they answer.

Listen carefully: did the DM yank the receiver of the hook? Are his words hurried, tense? Is she a little out of breath; speaking really fast; loud? Or is this DM calm and relaxed? Listen.

Then begin to ask questions (mostly non-verbal) to illicit responses from the DM and you listen and judge those responses as to the attitude of the prospect. To begin, start by using your introduction as a question. Simply raise the tone of your voice on the last word, ever so slightly, to make it into a question, and then pause.

You: Ah, yeah, Steve, John Morris, ABC Computer Security?

DM: Yeah

Now, usually the DM will respond with a quick, sort of nod-of-the-head, “Uhm-um” or “yeah” or “yeah what can I do for you?’’ basically saying “ok, what do want?” And frankly that is all you really want; the invitation to explain why you are calling. But again, your main thing in these first few seconds is to listen to determine time and attitude. Let’s look at this:

DM: This is Steve (First response: begin to judge the T & A)
You: Ah, yes, Steve Johnson? (First question)
DM: Yeah (second response—judge T & A)
You: Yeah, uh, Steve, John Morris, ABC Computer Security? (Second question) (***Also do not say, “This is John…”)

DM: Yeah, what can I do for you? (Third response)

Do you see what is happening here? This is extremely fast, but if you do this correctly and analyze the first few seconds, you will know when to continue or not. Let’s look at this another way:

DM: Steve! (with this answer, the DM speaks very fast and hurried and is almost yelling over noise in the background)
You: Ah, yes, Steve Johnson? (First question)
DM: Yeah!!! (Now you are almost certain this is a bad time, but you decide to confirm it)
You: Yeah, Steve, John Morris, ABC Computer Security? (Second question)

DM: Yeah! What is it?!

This DM did not pass the T & A qualifications and for you to continue, even if the DM does not stop you, would totally disrespect the DM and make you a stereotypical, old-school, smile & dial, telemarketer. Instead…

You: Steve, it sounds like you are swamped over there—(no pause)—listen, why don’t I get back to you when you have a moment to sit down—(no pause)—are the early mornings best for you, Steve—or do find late in the afternoon is when you might get a minute to come up for air?”

You see the difference? Now let’s say that the DM does ask for literature…

You: Steve, it sounds like you are swamped over there–why don’t I get back to you another day—is the beginning of the week better for you or is Thursday or Friday a little quieter?

DM: Well, why don’t you just send me something in the post?

You: Absolutely, Steve—but we have a ton of stuff, and I want to make sure to ONLY send you information relevant to your situation—that’s why I wanted to talk with you for just a moment—I can get back to you late today—or should I just wait until Monday?
OR
You: Certainly, Steve, and thank you. I’ll get that out to you and follow up—is next week good, or should I get back to you around the first of the month?

Again, John, this is an extremely quick overview of these techniques, but I think you can get the idea. We have a lot of detailed material on these subjects including a lot of teaching on getting pass strong and sophisticated Gatekeeping screens.

But in the mean time, remember:
First eliminate the M & M: get rid of any hint of a smile in the beginning of the call, kill the enthusiasm and don’t be perfect. Then use a small raise in tone to begin asking those non-verbal questions to judge the DM’s Time and Attitude. Use pauses to pull out responses to judge state of mind. And terminate those calls that do not pass the T & A qualifications.

Happy Selling

Sean

Sean McPheat
MTD Sales Training
0800 849 6732

One sure way to help make the challenging task of cold calling a little easier is to work from a pre-qualified database.

When you are calling from data that has already narrowed the parameters to those businesses that fit your customer demographics, you save a lot of time, money and headaches. And if you are fortunate enough to have names and contact numbers for decision makers (DM), you’re half way home—before you begin!

However, often we do not have such luxuries and many times you are calling literally from scratch with little or no information. When you make a prospecting call pre-armed with a contact name and number—that is indeed a cold call. However, when you are prospecting from almost nothing and have no idea of whom to talk to or where to find them; that I call an ICE-COLD call, because, man, that’s really cold! Here are a couple of very simple, yet extremely effective ways to pour a little warm water on the ice.

The first thing to keep in mind is that these techniques are as simple as they look. The main reason I see sales people fail with this is because they overcomplicate it in their heads. It is simple and it is easy—keep it that way.

“I just want to double check…”

This one simple concept will get you where you want to go most of the time or at least close. All you want to do is to double check this company’s mailing information and throw in who is the Decision Maker. Remember, in these cases, even the address you have can be incorrect — so just double check — everything.

GK = Gatekeeper

GK: “ABC Company”

Sales Person: “Yes…Nick Price, XYZ Widgets — I just wanted to double check —- you’re on Big Time Avenue — right?

GK: “Yes, that’s right. 123 Big Time Avenue”

Sales Person: “So that’s Summertime City?”

GK: “Correct.”

Sales Person: “And what’s your postal code there?”

GK: “It’s CV2 TX5”

Sales Person: “Thanks — and the person who manages your marketing is he still there?”

GK: “Oh no, John left 3 months ago - It’s Lisa Thomas now”

Sales Person: “Great—thanks!”

Again, this is simple and fast.

The key is the nonchalant, matter-of-fact tone of your voice.

This is not some big deal — not something important — you are nobody in particular –you just want to double check.

When you do this correctly you will be shocked at the knee-jerk, near instinctive reaction.

Now if the GK does not know the answer, simply ask for that department if they don’t offer to do so:

GK: “I don’t know who handles that…”

Sales Person: “That’s fine; could you transfer me to that department?”

One Magic Word

Now once you get to that department, OR when you are calling a smaller company where the real GK may answer the incoming call and hit you with a screen, then take this approach:

GK: “ABC Company.”

Sales Person: “Yeah, Nick Price–XYZ Widgets—who am I supposed to talk to about the management of your widgets?”

Simply use the phrase, “who am I supposed to talk to…” in the place of the standard, “Who may I speak to…” or “who is in charge of…” or “who handles your…”

This will also shock you at how powerful and effective it is—–IF you don’t over do it!

Lastly, don’t worry too much about that first contact person on the “inside” that you may reach.

It is much easier to get the correct information from a coworker than from a GK—-just get in the door!!!

Use any combination of these two techniques and get the job done.

If you are sending literature for a follow up:

“I was about to put some things in the post —- I just wanted to double check……And the person who manages your help desk—to address this to?”

Or you can take it from scratch all the way to the matt!

GK: ABC Company
SP …I wanted to double check… and the widget manager—who’s that?
GK I’m not sure. I’ll transfer you to widgets
GK ABC Company, widget department
SP ….who am I supposed to talk to about widget purchasing?
GK I think Lisa Thomas
SP Is she in?
Pros Lisa Thomas
SP Yes, Nick Price, XYZ Widgets—who am I supposed to talk to about the purchasing of widgets—do you handle that?
Pros No, that’s Mark Steven’s department…

This is quick and effective too.

Happy Selling

Sean

Sean McPheat
MTD Sales Training

Looking for sales training?
Call 0800 849 6732

This is a long un, but a good un!

I just received a question from a sales person called Jack.

Jack wanted to know, among other things, how many times we should be contacting prospects and clients without coming across as desperate.

Here’s Jack’s question:

Hi Sean,

I have been subscribing for a while and look through your sales tips regularly, I find a lot of them helpful/successful and often entertaining!! If at all possible could you delve into your encyclopaedic mind and find some tips regarding follow up calls to prospective new clients. I find I can draw business from around 8% of people I speak to “as long as they’re the right person” once they have perused our pricelist list and found that we are drastically cheaper than our competitors (even though price isn’t always the most important thing). I would like to increase my success rate and I think I let myself down on the follow up calls, maybe I am too impatient but for outbound sales people it is important to keep sale up and regular! Any advice would be vastly appreciate. After all “a sale a day keeps the MD away”!

First and formost is the initial ‘cold call’ once we’ve found the right person to speak with, I ask/check what equipment they have (I usually already know.. so I am just re-confimring!) then send them the consumable prices via email, we are usually the cheapest and if not I can make it so! So yes in brief I am chasing the prospect!

The most difficult thing in our industry is to get the initial sale; should I push for it without seeming desperate or play it cool? It’s more of a time management issue, the products we sell use up approx every 4-6 weeks and often I feel with a new prospect I have to catch them when they need my product.

On another note RETENTION!

The most important thing to me is customer retention, but often I get the feeling I am ‘bugging them’ for orders too! How often should I contact xisting customers? Once a week, once a month. It’s not easy tell how long our products will last (not that their ‘dodgy’ or anything…lol)

Maybe I should let them know how often I will contact them.

I found that sending a email, with a read receipt and if no response within a day or so if I gave the customer a call it often worked.

I have about 40 - 60 regulars, and want to gain at-least 5 new clients per month.

Regards

Jack

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My thoughts on this:

Hi Jack,

Ok, let me start by first doing what we should all do in selling anything; and that is correctly to identify the problem. Let me see if I can narrow down your concerns and questions:

1. Using the call-mail-call approach, you first cold call
the prospect, confirm and qualify the DM, then send
literature/price list via email. Then on the follow up
call, it seems the prospect becomes harder to get on the
telephone than when you cold-called, forcing you to have to
chase them.

2. In that information price package, you clearly sell or
empathize that you have more than competitive prices, with
the hopes of garnering interest, even though that is not
your only selling point.

3. When you do get the prospect on the telephone on that
second, warm call; closing the initial sale is difficult
and conversion percentages are low.

4. Even after you have closed for the initial sale,
retention rates are low and you often feel as though
you are “pestering” the customer to call often for the
second and third sale.

5. In short, follow-up call-to-customer rates are low
as well as customer-to-client percentages.

Does this sound about right?

This is a common scenario, especially when selling inventory-type products as a “supplier” where the product is nearly or exactly identical to the competition, pricing is cut-through and getting a customer to “switch” or to change suppliers is difficult.

All of these issues though result from the same source: the philosophy of the approach.

Here is what I mean.

First, it is most likely that the literature/price package you email or send to the prospect provides far too much information. Inadvertently (or deliberately) you are trying to make the sale in the brochure and pricing list.

If your business is such that you get most of your sales from customers calling in to place orders via a web site or catalog, then this may be the approach. However, if you must get the prospect on the telephone or in person to close sales, then you can not provide too much information.

When your pricing pack gives the prospect all of the information they need to know: all products, all pricing, all services and shipping info, and
everything else, then why do they need to speak to you?

You have given the prospect everything he or she needs to know to make a decision. You have forced the prospect to make a buying decision based on the information and pricing. You have effectively removed yourself from the sales process.

If you must close on the telephone, then your information package must sell ONLY that next step—that next follow up phone call—-and not the products. You need to provide enough information to inform the prospect that you do indeed have the tools and supplies that they need; that
you do have the better prices and the better service; but you cannot try to make the sale. Your information has to point to the next step—the follow up call.

One way to do this is to stress “personalized” or “customized” orders. In other words, when you sell via a type of catalogue or price list, all the customer has to do is pick what they need and order it. But instead you should stress that unlike your competitors, your products come with “personal service.” That you do not just sell the item in the catalog; that you play an active role in insuring that the item is the perfect fit and ways to help combine orders for maximize savings.

You are not just selling these items; you are a consultant who will HELP the prospect save not only money, but time and headaches. You are going to take the “responsibility” of making sure their supplies are always up to date.

Unlike her current supplier, you will be there (calling, checking) constantly, almost like you have an office in the building, making sure they never run low. When they place an order with you, they—HIRE YOU— they do not just buy the item.

In your initial price-pack, you need to stress that while these “low” prices are great, they represent only your
“standard-off-the-shelf” numbers. However, you do not sell in that manner. Your customers do not simply order from
the list, like with other companies—No! All of your “clients” receive a personalized, customized proposal; they receive a long-term
“program”, uniquely designed exclusively for them and them ONLY. You, as an industry authority, as an expert, realize that
no two clients are exactly alike and you take the time to get to know everything about them, so you can provide for their
needs—before they arise!

You may note, that if you take this approach, not only do you “set up” the follow up call, but you automatically eliminate the problem of “pestering”
customers to get reorders. That fact that you will call and stay in close contact is part of the service you strongly sell right from the start!

You see, if you are calling just to get another order, if you are calling because you are too inpatient to wait until the customer’s supplies to exhaust, if you are calling just to make a another sale and get another commission—then you are correct—you area pesky telemarketer who is bugging them and they don’t like it.

However, if your true motivation is to provide excellent service; if your reason for calling is that you are concerned; you care about them and you want to make sure that they never have to worry or ever run low, if the reason for you calling is for THEIR benefit—then you are a high-level professional sales expert that is checking on their well-being and the love it!

Also, let me give you one note on making that follow up call that could also be causing a problem. You want to be careful of the very first words of that follow up call. Most sales people when using this approach, the first thing they say when they get the DM on the telephone is they
confirm the literature with something like this, “Hi Mr. Prospect, Steven Graham with ABC Tools—I sent you some information a few days ago, have you had a chance to look
at it?”

This all too common opening appears to be innocent, simple and common sense. However, it is a critical mistake. When you ask this question, you force the prospect to:

1. Have to had read the literature or

2. Have to remember the package and/or

3. Have to explain to you why he or she did not
read it yet—he has to explain why he is causing the delay.

This is why you hear prospects respond with, “Well, I ah…I’ve been really busy…” or “I’ve been out of the office…” etc.

The prospect feels compelled to justify their inaction.

Think about that: within a few seconds the prospect is under pressure to have to explain their actions to you and this immediately sets up a defensive posture: it creates an adversarial relationship.

Don’t ask them about the information you sent.

Just refer to it, and continue, “Hi Mr. Prospect, Steven Graham with ABC Tools, how’ve you been? —- As we discussed the last time we spoke, I’m getting back to you about the information I sent, and as you can see…”

So, first, you do not want to try to close sales in the literature—tone it down and do not provide too much information.

Stress and sell ONLY the next step—the follow up call.

Let the prospect know that you will be contacting them to design a personalized proposal so they can see what you REALLY do.

Inform them that in the next step – a short telephone call—you will show them why even with HIGHER prices—you are the leader.

Make the fact that you will “be there” constantly a positive selling point. Stress the fact that you take a personal interest in making sure they never have to call YOU. And on that follow up call—do not put the prospect on the defence by asking if they read or recall the information you sent.

This altered philosophy, this way of thinking, this altered view of the process will help you immediately increase the percentage of completed follow up calls, the closing rate of follow up call conversation and ultimately, your overall retention rate—turning more prospects into customers, and
more customers into long term clients!

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Have you got any sales training requirements in mind?

If so, please click below and let me know: http://www.mtdsalestraining.com/enquiry.html

Happy selling!

Thanks again

Sean Mc

Cold Calling Technique - What’s yours like?

If you are like the vast majority of cold callers out there then you suck! I really mean that - the standards of cold calling that I have to endure as a Decision Maker are terrible.

The funny thing is, is that they know (or should know) that they are cold calling the head man of a Sales Training Company so you think they would at least try to be a little bit special! I shake my head at times I really do!

So what can you do to stand out from the crowd of cold calling mediocrity?

Here are 5 cold calling techniques to use or avoid as the case may be:

1. Do not sound polished - as soon as a well oiled person comes on the telephone I immediately know it’s a salesperson. Why? Because they are too perfect. No stammers, no “err” “umms” - be human please and you will get a crack at the title.

2. Do not ask “How are you today?” - that’s puk