Sam Dobbins //May 27, 2014//
Let’s face it. Most businesses in your target market are not currently looking to buy your products or services. They don’t know they need you. If they did, they’d be contacting you. Therefore, there is no reason to approach cold calling with the mentality that you must close a sale over the phone. Or on the first dial. This thinking is simply a study in frustration.
As a pre-sales professional, you have cold calling as your main source of interest generation. It’s a numbers game. Yet many sales people find picking up that phone intimidating or a necessary evil at best. But this needn’t be so.
Cold calling is a process of elimination. A no, and a no, and a no, eventually leads to a yes. But approaching your call this way can result in losing valuable market information as you work. Turn your thoughts around and you can achieve more success. When you become an investigative marketer, the value of each of your calls goes up. You help clean your company’s marketing database, and you unearth opportunities with the dials you make.
So let’s take marketing and sales leaders at their word and turn cold calling into the game everyone calls it: Dialing For Dollars. Here’s how:
OBJECT OF THE GAME
Most C-level people see each step of the sales process as a yes or a no. They are focused on getting to yes as quickly as possible, and that focus can accidentally spill over into pre-sales. But as a cold calling specialist you have a different objective.
Your goal, should you choose to accept it, is to have the cleanest marketing database in your industry. You will do this by disqualifying, temporarily disqualifying, or passing along leads to product specialists in sales.
GAME SETUP
Each player on your pre-sales team should be given the following:
Smart players will arm themselves with extra tools like product and industry knowledge and a script of open ended questions, for when they get through to their targets. These questions will start with the following:
HOW TO PLAY
WINNING THE GAME
At the end of each pay period, you can tally up your winnings and celebrate as either an individual or as a team. Here’s how to score:
Now tally up your points. Did you beat last pay period’s numbers? You’re a winner!
Once you engage with Dialing for Dollars by using open-ended questions and approaching your work with the idea that each dial has value, you will continue to build your cold calling success. Remember, cold calling isn’t just a numbers game or process of elimination, it is a lifestyle of discovery.