Quit trying to ‘perfect’ the opening script of a cold call.
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.
August 4th, 2010 at 3:26 am
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