The Purpose of a Cold-Call is to Secure a Meeting, not sell them your stuff.

Let's be honest..

If you speak to 5 people about cold calling, you’ll get 5 opinions of what it is and isn’t. So let’s ask the experts and get to the bottom of it all.

 According to Jeb Blount CEO at Sales Gravy, he defined traditional cold calling as “approaching a complete stranger for business for which they have no information in an attempt to sell them something or get an appointment with you”. He goes on to say that might've been the case 20 years ago but not today. What Jeb is trying to say is with access to data using social platforms, google searches, CRM databases, etc. you can find information on anyone anytime from anywhere. Now you are armed with more data and your call doesn’t seem as cold as it would have been back in the day.

Cold calling is difficult.

Its uncomfortable and messy and I don't know anyone who really enjoys doing it. Well, I admit in the past couple of years, I’ve come to enjoy it more because I understand what the purpose and outcome of a cold call is. It’s to do one thing – secure a meeting!

So, the question is how do you turn cold calls into successful meetings?

It starts with a success, can-do attitude mindset and a good script.

“Your mindset is something that you have control over. It's the lens you use to see things for what you want them to be versus what they are. “

Mindset is everything. Or as Mel Robbins puts it “your mind game is everything”

The Script

You're probably already using a script and you don't realize it because you haven't written it down. A script is necessary no matter how long you've been in sales or what you're selling you must refer to some language that you've crafted as part of your cold call. Anthony Iannarino, International speaker and bestselling author says “Every salesperson uses a script. Period.” “By writing and rehearsing your scripts, you will be smoother, you will be more consistent, you will be more persuasive, and you will be more effective.” 

Your script must have these 4 components for being effective: 

1. Make sure you have a great sales call opening Great value proposition
2. Spectacular and differentiating set of needs-analysis questions that prove your business acumen
3. A presentation that defines and validates your ability to achieve results
4. Tried and true commitment obtaining language.

Takeaways

So, we started this article by talking about the purpose of cold calling. The purpose is to secure a meeting with the prospect not sell them or explain features and details about “your stuff”. Cold calling isn't so cold and absolutely more effective because you have access to information from various resources (like your CRM, Google search/news/alerts, industry lists, press releases, company blogs, etc) You've written down and rehearsed your script, and its compelling enough to get prospects to meet with you, My hope is that you'll take the ideas and strategies in this article and use them to skyrocket your call to meeting ratio now.

If you found value here, please share this with sales leaders and sales teams who need to see this.

Best, Anthony

Find Anthony at www.THEAJCGROUP.com 

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