After an appointment is set on a cold call, what should be sent along with a confirmation email?
How can we subtly reconfirm the value of the meeting in a confirmation email?
Last week we addressed reducing the chance of being stood up after setting an Initial Appointment. One of the tips to reduce that risk we discussed was sending an email confirmation of the Initial Appointment along with three things:
1. The key reason for the meeting;
2. Our contact information in case the Target legitimately needs to reschedule, and;
3. A third party testimonial or credibility piece.
This week, I’m going to explore some ideas for that third party testimonial.
First let me address what not to send as we see this tendency all the time. Do not send a data sheet describing the solution. Why? Two reasons:
1. The Target most likely doesn’t believe they are ‘in the market’ yet, so we actually don’t want them to read it without us there. Doing so without us there to discus may very well lead to the decision that they don’t need to meet with us because they now have all the information they need, and;
2. They won’t read it most likely anyway.
Instead, we like to employ one of Dr. Robert Cialdini’s Six Principles of Persuasion, the Principle of Authority and Credibility (see my article published in March of 2007). Send something that was published by someone else (or at least said by someone else) that establishes our credibility and authority as an expert.
Cialdini believes (and so do I) that once in front of the Target, it comes across as braggadocios to ‘toot our own horn’ as the old expression goes. But it is actually appropriate to do so before we arrive.
So what are some examples? Industry awards, articles about us, and testimonials from customers are some great examples.
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.
August 19th, 2010 at 12:35 pm
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