July 28th, 2010 by Barry Caponi
What we say in our opening is important, but not as important as we might think!
At the end of many of our Prospector’s Academies, Sales Professionals will say they still aren’t quite happy with their opening script. (So they’re not making calls yet.) The following may sound like heresy, but it really doesn’t matter that the opening is not perfect for two reasons.
In an earlier blog, I’ve mentioned that according to a UCLA study on effective communications; only 7% of effective communication comes from what we say. So our opening message is not the largest component anyway. However, because it is why someone will agree to meet with us, why is it not critical to get that opening value proposition just perfect?
Here’s why. Our methodology (The Formula™) is based on the thought that the conversation really doesn’t begin until the Target initially says no to our request for an appointment. That’s because as soon as they realize this is a sales call (like, right away), they begin to concentrate on how they’re going to get rid of us, not listen to our ‘message’. Ergo, they’re not yet listening closely to what we’re saying at this point anyway.
The key part of the call comes when we ask a Bridge Question™ which gets them to stop thinking about how to get us off the phone and into a short conversation where we can apply our selling skills and our value proposition.
I would prefer that Sales Professionals have a good opening that can easily be repeated (so that the responses we hear are consistent) and then get really good at delivering Bridge Questions™ to provide the platform for good old fashioned selling.
Once that occurs, then it’s good old fashioned selling.
Caponi Performance Group and Contact Science jointly market the telephone prospecting and cold calling solution called The Prospector’s Academy™ under the brand name Coldcalling101. It is the only comprehensive solution to solving the biggest barrier to success in most selling organizations – the inability to secure enough Initial Appointments to begin the selling process. We accomplish that through simultaneously addressing both the efficiency and effectiveness of the process. We can be reached at 214 483-5800 or at barry@coldcalling101.com.
Comments: 1
July 14th, 2010 by Barry Caponi
There’s some incredibly bad advice out there regarding cold calling. No wonder our Targets react the way they do sometimes.
An example of a really bad approach on a voicemail that is actually being touted by a sales trainer out there on the world wide web as a good idea will blow your mind.
Ready? Here it goes… "Please leave a message–BEEEEEP"
"This is Joe Smith, my assistant said you were trying to contact me… what is this about? Were you trying to sell me something?
I’m very busy today, if you can give me a call back within an hour I might be able to fit you in…"
It’s hard to know where to begin describing why this is approach is a really bad idea. But let me begin with the one thought that is positive. (Always begin with a positive comment, my mother always taught me.) I’ve blogged numerous times on the topic that leaving a voicemail is a good idea. The biggest of those is that some get returned, so zero percent of calls made where no voicemail is left will be returned. Kind of like the old golf adage, zero percent of all putts left short of the hole will go in. (See blogs dated 1/23/08, 5/28/08, 11/26/08, 12/3/08, and 3/31/10.)
Now let’s talk about three really big reasons why this is approach is a really bad idea.
1. Would anybody really fall for this? I think I know when I call out and leave a voicemail, don’t you? On the other hand, I know there are some really stupid people in the world, but do we want to do business with them? Particularly over the long term?
2. Honesty and credibility. Dr. Robert Cialdini in his methodology called Influence (www.influenceatwork.com) talks about the six principles of influence and how they impact getting someone to comply with a request we make in the selling process. One of those six principles is credibility and another is reciprocity. Let’s take them one at a time.
a. Credibility – The first step in the establishment of a relationship with someone that generally precedes a sale is this call; and we’re going to begin it with a lie and subterfuge? And we complain when the Target lies to us about why they don’t want to meet with us? I’m incredulous. My mom also used to say, “Honesty is the best policy”. (Okay, she didn’t exactly write the line, but hey, moms generally are pretty sharp, right?)
b. Reciprocity – I believe this Biblical quote comes from Galatians “…for whatever a man sows, so shall he reap.” How about, “You get what you deserve”.
3. Think about what this does for the rest of us who must cold call in order to sell. Have we just given this Target another reason to think that Sales Professionals are anything but professional? Would you buy a used car from the guy who left that message?
Need I go on? Yikes!
Caponi Performance Group and Contact Science jointly market the telephone prospecting and cold calling solution called The Prospector’s Academy™ under the brand name Coldcalling101. It is the only comprehensive solution to solving the biggest barrier to success in most selling organizations – the inability to secure enough Initial Appointments to begin the selling process. We accomplish that through simultaneously addressing both the efficiency and effectiveness of the process. We can be reached at 214 483-5800 or at barry@coldcalling101.com.
Comments: 1
