Does cold calling still work? Picking up that phone book and calling all the numbers listed would probably no longer be as effective. But the short answer is definitely yes. Cold calling or cold email still works. The key is to have an effective way of prospecting.
My guest today, Marylou Tyler, is going to share with us some unique ways on how you can improve your prospecting skills. Marylou is the author of Predictable Prospecting and co-author of Predictable Revenue.
Here are the highlights of my conversation with Marylou:
Does cold calling still work?
Cold contact is a tool that you can leverage along with the other available tools now. The best tool depends on who you’re starting the conversation with. Help drive how your prospect likes to be sold, how they like to start the conversation, how they consume your content, and how they’re going to engage with you. Look at the person first and then build the tools around it, not the other way around.
Strategies for getting started with cold calling:
Where are you at today? What does your lead flow look like? Where is it coming from? Also review your pipeline, your process, the people you’re selling to, etc.
Know the relative position of where these people are along your pipeline.
Some people may not be aware of the problem, so look at where you are relative to the position of the leads in the pipeline and their levels of awareness or where they are.
Prospects would be amazed knowing that you know where they’re at. That’s the purpose of the email engine – not the external searches for people to find you, but the internal need that drives them to make a change. That’s where your phone conversation must be focused on.
The Concept of Pre-Call Planning:
Strategies for having more consistent and reliable flow of leads:
How to get a high quality call list:
When (in the sales process) do you use cold calling:
Tips for creating your email messages:
Depending on the prospects’ levels of awareness, they will consume information roughly based on that level. The less aware they are, the shorter the email.
The goal is to get their eyeballs to move to that first line by using emotional/psychological triggers based on the buyer persona. (Refer to the 6 principles by Robert Cialdini found in his book, Influence: The Psychology of persuasion.)
Then get them to move from the first line to the second line and eventually to the end of the email which is your call-of-action.
Examples of triggers: Curiosity, Mystic, Power, Vice, Alarm
Marylou’s Major Takeaway:
Start with the prospect and really understand everything you can about them because that will drive the entire process and which tools to use. Then everything else will fall into place. Spend time working the persona definitions.
Visit www.maryloutyler.com/predictableprospecting and download the free chapter on Cadence.
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Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth. Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.