It's funny how hated this topic and action are in the sales world.
We do everything possible to avoid it.
We send seeding letters, we try to use our network to make the initial connection, even call late at night to leave a voicemail in order to feel less uncomfortable when we actually dial for real.
I've seen quite a few different "techniques" to avoid having your call be "cold.
" Is it bad to warm up a lead? Of course not, and it's a great idea in many cases as it could potentially help you get more phone conversations, leading to more appointments.
It becomes an issue when you're spending more time and effort to warm up your calls, and you get the same number of appointments you'd get just cold calling.
Why are we so afraid to just dial someone cold? Some of the reasons I've heard over time, and my retorts: People just aren't interested Really, they aren't interested in something that could potentially improve their business? The people I call get so many calls from salesmen already, the last thing they want is another cold call Probably true, but how do you know that? Further, how do you know they aren't in a Chicken Little moment right now, and perhaps you could help them? I don't want to feel like a telemarketer, I'm a sales professional You're not a sales professional unless you're in-front of clients engaged in the sales process.
I'm just not comfortable with cold-calling Maybe sales isn't for you, or what are you afraid the person on the other side of the line will say or do? The worst they can do is hang-up or scream at you, right? It's hard for me to overcome objections over the phone This one has merit! Let's talk about it.
Most of the things above are excuses to avoid doing something we all dislike.
Unfortunately, it's part of the job and it's something that must be done to actually build a pipeline.
Most of us aren't lucky enough to have leads dropped in our lap daily.
Why are objections over the phone so challenging? For me it was always problematic because objections were to be overcome via questioning and understanding of the objection.
This requires actually getting into the process of selling, which is a giant "no no" when on the phone.
The purpose of our call is to schedule an appointment, not sell.
So what do we do? How do we overcome that objection over the phone? It's cheesy beyond belief, but it works, so I use it, preach it and train it.
It's the "All Purpose Turn-Around" (APTA) that can be found in the great book, Cold Calling Techniques (That Really Work) by Stephan Schiffman.
This book is a simplistic dream for cold callers and I suggest you read it, but the APTA is an easy to use statement after you get the objection over the phone.
I believe it's not because of the name dropping, but because you've let them know that their concern is valid, AND that you want to address it.
It may take overcoming a couple of objections on the phone, but don't give up.
Push for the appointment, and gain the opportunity to really overcome those objections, address their concerns, appreciate the person you're talking to and their needs, and understand their business.
Each time you respond to the objection ensure you ask for the opportunity to address their concerns (ie.
Ask for the appointment).
Cold calling will never be easy.
In over a decade of being a saleman, it's still not fun.
It does become a more comfortable exercise when you're confident, and that confidence will show through in your voice.
To gain confidence you have to get to closing and growing your book of business.
To do this you need to work the sales process.
To work the sales process you need to have appointments, and to get appointments you have to cold call.
Sure, you'll still have instances where it will make sense to warm up your calls, but I've always been surprised how effective one can be just making the cold calls.
If you've never tried the APTA, give it a whirl this afternoon while making some calls.
What are some other reasons you are averse to cold-calling? How do you overcome those aversions?
We do everything possible to avoid it.
We send seeding letters, we try to use our network to make the initial connection, even call late at night to leave a voicemail in order to feel less uncomfortable when we actually dial for real.
I've seen quite a few different "techniques" to avoid having your call be "cold.
" Is it bad to warm up a lead? Of course not, and it's a great idea in many cases as it could potentially help you get more phone conversations, leading to more appointments.
It becomes an issue when you're spending more time and effort to warm up your calls, and you get the same number of appointments you'd get just cold calling.
Why are we so afraid to just dial someone cold? Some of the reasons I've heard over time, and my retorts: People just aren't interested Really, they aren't interested in something that could potentially improve their business? The people I call get so many calls from salesmen already, the last thing they want is another cold call Probably true, but how do you know that? Further, how do you know they aren't in a Chicken Little moment right now, and perhaps you could help them? I don't want to feel like a telemarketer, I'm a sales professional You're not a sales professional unless you're in-front of clients engaged in the sales process.
I'm just not comfortable with cold-calling Maybe sales isn't for you, or what are you afraid the person on the other side of the line will say or do? The worst they can do is hang-up or scream at you, right? It's hard for me to overcome objections over the phone This one has merit! Let's talk about it.
Most of the things above are excuses to avoid doing something we all dislike.
Unfortunately, it's part of the job and it's something that must be done to actually build a pipeline.
Most of us aren't lucky enough to have leads dropped in our lap daily.
Why are objections over the phone so challenging? For me it was always problematic because objections were to be overcome via questioning and understanding of the objection.
This requires actually getting into the process of selling, which is a giant "no no" when on the phone.
The purpose of our call is to schedule an appointment, not sell.
So what do we do? How do we overcome that objection over the phone? It's cheesy beyond belief, but it works, so I use it, preach it and train it.
It's the "All Purpose Turn-Around" (APTA) that can be found in the great book, Cold Calling Techniques (That Really Work) by Stephan Schiffman.
This book is a simplistic dream for cold callers and I suggest you read it, but the APTA is an easy to use statement after you get the objection over the phone.
You know Mr/Ms/Mrs.That statement, or some variation of it, actually works quite often.
So-and-So, that's exactly what XYZ Company told me until we actually met and discussed their situation.
How about we schedule a meeting on Tuesday, the 25th, at 10 am to talk about that concern? (SILENCE)
I believe it's not because of the name dropping, but because you've let them know that their concern is valid, AND that you want to address it.
It may take overcoming a couple of objections on the phone, but don't give up.
Push for the appointment, and gain the opportunity to really overcome those objections, address their concerns, appreciate the person you're talking to and their needs, and understand their business.
Each time you respond to the objection ensure you ask for the opportunity to address their concerns (ie.
Ask for the appointment).
Cold calling will never be easy.
In over a decade of being a saleman, it's still not fun.
It does become a more comfortable exercise when you're confident, and that confidence will show through in your voice.
To gain confidence you have to get to closing and growing your book of business.
To do this you need to work the sales process.
To work the sales process you need to have appointments, and to get appointments you have to cold call.
Sure, you'll still have instances where it will make sense to warm up your calls, but I've always been surprised how effective one can be just making the cold calls.
If you've never tried the APTA, give it a whirl this afternoon while making some calls.
What are some other reasons you are averse to cold-calling? How do you overcome those aversions?