Tag Archives: prospect

2 MORE Not-So-Smart Questions to Avoid

Remember what your teachers used to say: “there’s no such think as a dumb question?”

Well maybe that’s true in most cases but in tele-sales there are some not-so-smart questions that you should avoid because they can act as real show stoppers.

Not-So-Smart Question #1: How are You Today?

Please, at all costs, avoid this question when you’re tele-prospecting. Please.

While YOU might think it’s a real  rapport builder the vast majority of your prospects think just the opposite.  When surveyed well over 90% of prospects feel that the question is trite and insincere.  They find it ‘wastes time’  and puts them on their guard because it creates a stereotypical (and negative) image of an invasive “telemarketer” who is trying to sell them something. Is this how you want to start your cold call?

Look, if the prospect is telling you NOT to use this question, don’t use it.  Simple as that.  It doesn’t buy you anything and it can certainly cost you a lot in terms of credibility.

Not-So-Smart Question #2: Did I Catch You at a Good Time?

Don’t use this question either.  Oh, I know the argument: it’s polite and not using it can be seen as presumptuous by the prospect.  But be honest here, how many times have you asked this question only to hear, “no, it’s not a good time.”  I’ll wager it occurs 99 times out of 100. When you ask if it is a good time you are giving your prospect a ready made excuse to terminate the call. Hey! Isn’t tele-prospecting and cold calling  hard enough without you fueling the fire?

Instead, say this, “Jim, if I caught you at a good time, what I would like to do is ask you some questions, get a feel for your situation and see if we might   (provide a benefit).  Let me ask…”

By doing this, the prospect gets a ‘sense’ that you are asking if it is a good time (which positions you as courteous and respectful)  but you aren’t really doing that. You’re asking if you can ask some questions.

Of course, the prospect can still object but you’ve made it just a bit harder to do so.  And that gives you a slight edge and slight edges are might all you need.

Summary

By avoiding these two not-so-smart questions your ‘image’ will be a little less tarnished and you’ll increase the number of times a prospect allows you to continue the call.

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How NOT to Question Your Prospects – 5 Lessons from the Obama/O’Reilly Super Bowl Interview

Bill O’Reilly of Fox News might be a feisty TV journalist but he would make a lousy sales rep.

O’Reilly interviewed President Obama on Sunday prior to the Super Bowl.  That interview helps to illustrate what you should NOT do as a sales rep when questioning a client or prospect.

Lesson #1: Beware The Interrogative Style

For the most part O’Reilly grilled the President. His tone and approach to questioning was aggressive and intimidating.  Part of this is O’Reilly’s style and character and it probably serves him well in the world of political journalism.  But in a selling situation, prospects will often feel intimated with rapid fire questions delivered like a cop interrogating a suspect.  Watch your tone.  Be careful of the number of consecutive closed ended questions you use. Balance them with open ended questions. If you don’t,  they’ll feel badgered and will clam up.

Lesson #2: Don’t Interrupt

Did you notice this? O’Reilly interrupted Obama about twenty times in the fifteen minute interview.  This is not an exaggeration. Watch the interview and see for yourself.  http://www.politicsdaily.com/2011/02/06/foxs-bill-oreilly-interviews-president-obama-before-super-bowl/

From a selling perspective, constant interruptions impact the flow of information. The content becomes fragmented and disjointed.  It is difficult to evaluate an answer when that answer is incomplete.  Regrettably, sales reps tend to interrupt a good deal which suggests they are less interested in the answers and more interested in going through the motions of questioning.

At another level, constant interruptions are disrespectful and rude. It says to the prospect, “I really don’t care about your reply.”  How Obama managed to stay polite and not snap at O’Reilly is beyond me.  A prospect would simply have hung up.

Lesson #3: Learn to Listen to the Content

Even without the interruptions, I am not certain if O’Reilly was really listening to Obama’s answers.  O’Reilly seemed more intent on asking his questions for the sake of asking his questions than for the information Obama provided in return. It was as though he had the questions written on his clip board and he was going to ask them no matter what the reply.  Survey-like. The answers were really not of interest.

This is very typical in sales situations. Some sales reps will ask a question, stop speaking, and then simply wait for their turn to speak again.  Instead of processing what they have heard and then responding accordingly, they plough onto to the next question whether it is appropriate or not.

In selling it is easy enough to ask questions but it is not so easy to evaluate the answers.  Effective questioning must be fluid and dynamic.  The answers provided by the client should determine the next question.  While it is important to have questions prepared, you must flexible to the moment and adjust to the information provided.

Lesson #4: Speak Less

It was also obvious that O’Reilly was positioning himself as a hard-nosed journalist by asking tough questions. No problem with that. But at times, O’Reilly was inserting his opinions and views. It seemed to be less about Obama and his policies and administration and more about O’Reilly’s need to be seen as a tough no-nonsense  guy.

I understand that too but in the world of selling your commentary is not needed nor wanted. Speak less. Listen more. Learn more. Understand more.  Only when your client is speaking will you gather insights, knowledge and perspective. Everything you need to sell lies deep inside your client. When you are speaking, they are not. It’s hard to discover needs when your mouth gets in the way.  Let them articulate. Let them expound.  You can make that happen by zipping your lips.

Lesson #5: Understand the value questioning

What was the net result of the interview?

I don’t know about you but by the end of interview I doubt if anyone (the viewing audience and O’Reilly) was further ahead.  What possible value did the TV viewers really derive?

All we got was fragmented sound bytes from Obama. I, for one , certainly did not get a comprehensive feel for anything from the Middle East to healthcare or to the Super Bowl game.  If this were a selling situation, the sales rep would NOT have been any further ahead.  In fact, he would have probably been further behind because the questioning process was a disaster.

You see, the whole point of questioning is to build rapport, to gain an understanding of your buyer, of the needs and requirements.  It should create value for you and it should create value for your client.

Summary

NOTE:  I am a Canadian so I have no political interest in the interview one way or the other. I could care less.   I have no ‘agenda ‘ except  to use the interview as a learning lesson.   Here’s the lesson: questioning is the MOST important skill you can possess when it comes to selling.  Learn from these lessons and don’t  blow your opportunities.

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How to Use LinkedIn to Plan and Prepare Your Tele-Prospecting Call

If you are not using LinkedIn when planning and preparing prospecting call, you are missing a huge opportunity to gather superb information that you can use to plan your call, build rapport, ask questions and advance the sale. Here are four simple steps to make Linked In work for you:

Step #1: Join Linked In

If you haven’t done so, join LinkedIn. It is the largest B-to-B social media-networking group in the world.

Step #2: Get the Names of Your Prospects

If you have a prospecting list with the names of decision makers, you can skip to Step #3. If not, the next step is to ensure you have the names of the decision makers. You do that the old-fashioned way: pick up the phone and call.

The best way to garner a name is by using this powerful trigger phrase when speaking to the receptionist, secretary or whoever you call to gather information. After identifying yourself, simply ask:

“Can you help me? Can you give me the name of the person who is responsible for _______?”

Two quick points. First, pause after you ask for help. This puts the ball in their court and almost invariably the answer is “yes” or ” I will try.” Not only is this polite, it changes the dynamic of the call.

Then, ask for the NAME of the individual. That’s it. You don’t want to speak with the decision maker at this stage. Once you get the name, thank the individual and terminate the call.

Follow this process and make a list of 25 or 30 prospects.

Step #3: Research the Prospect on LinkedIn

Armed with these names, log into LinkedIn and begin your research.

In the upper right hand corner, there is a search box with a pull down menu. Click on that and you’ll see six options (people, jobs, companies, answers, inbox, groups). Click on “people” and enter the prospect’s name.

Of course, not everyone belongs to Linked In so don’t expect a hit on every prospect you enter. But you’ll be surprised at how many match up.

LinkedIn will provide you a list of names that match your entry. Often you’ll see names identical to that of your prospect. Scan through the names and match the prospect name to the prospect company. This will ensure you have the right contact. You can narrow your search by using the filters on the left side of the page.

Once you’ve done that, click on the name and start exploring. Depending on your prospect, the volume of information can sometimes be staggering. Here are some areas to review:

* Look at their background. Most read like a resume and you’ll get an instant feel for the experience and knowledge of the prospect. Many times you’ll get their titles and responsibilities.

* Check the ‘groups’ section. Groups reveal specific areas of interest and affinity.

* Others will mention the schools they’ve attended. Maybe you’re both Florida Gators alumni.

* Many LinkedIn members will identify specific “interests” such as hobbies or sports.

* Some members provide a list of the books they are reading. Often you’ll see ‘recommendations’ by other members.

* Assess their writing style. Is it formal or informal, detailed or broad, humorous or serious?

Step 4: Plan your approach

You will be absolutely staggered by the information available to you. But contrary to popular belief, information is NOT power. It is only potential power. You need to leverage what you’ve learned to give yourself an edge.

This takes a little time, thought and effort. For example, maybe you could send the prospect something prior to your call. For example, you might send a recipe for a coffee/chili rub for a prospect who expressed an avid interest in barbequing. Attach a note and say, “Hey Art, thought this might spice up your day!” When you call make sure to reference the recipe. They’ll remember and they’ll listen.

If you’re an alumni of the same school, mention it in your opening statement. It builds a degree of affinity.

If the prospect is a Chicago Blackhawks fan, lather it on.

Suppose you encounter voice mail. Is there something you could reference that gives your message distinction? For example, “Mike, I see you recently won the Director of Year Award for ABC Co. Congratulations.” This ego stroke gets you remembered.

Using the prospect’s background, develop questions that relate to their area of responsibility. It will bring instant focus to the call and relevancy to your call.

Use the writing style of the prospect to tailor your presentation. If the prospect is analytical, use a more detailed approach. If there is humor, lighten your approach.

The list is endless.

Summary

LinkedIn is a valuable tool. Use it wisely to give yourself an edge and increase your odds of sales success

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How to Leave a Killer Voice Mail Message (And Get Your Calls Returned)

Are you getting a decent response when you leave a voice mail with a prospect or are you like the vast majority of tele-prospectors whose messages go unanswered?

Well over 70% of B-to-B calls encounter voice mail so it is imperative that you have a voice mail message that works for you and increases your odds of getting a call back.

Developing a ‘killer’ voice mail message that gets the attention of the prospect and gets your call returned doesn’t have to be a major challenge provided you use this simple template.

The “Only You” Killer Voice Mail Template

First things first, a voice mail message should only be used after you have made several attempts at a live contact with the prospect. Your best bet for success is always a live opportunity. The key point is this: don’t get lulled into believing that all you have to do is leave voice mail messages all day and your phone will start ringing off the hook. Even though this is a killer voice mail message, it comes as a last resort.

Example #1 (to a high tech director):

“Hi Brian, sorry I missed you. This is Katrina LaCorte calling from ABC Company.

Brian, I have a question that I understand only you can answer regarding your server capacities.

Could you please give me a call at _________’

Example #2 (to an engineer or an architect):

“Kim, sorry I missed you. This is Dave Potts calling from Red Laser.

Kim, I have a question that I understand only you can answer regarding the status of your continuing education credits.

Could you please give me a call at_________”

Example #3 (to a chiropractor or other healthcare professional)

“Dr. Roy, sorry I missed. This is Sheri Roland calling from ABC Healthcare.

Dr. Roy, I have a question that only you can answer about lower back pain relief.

Could you please give me a call at _________”

Analysis of a Killer Voice Mail Message

Here is precisely why this is a killer voice mail. First, notice that the prospect’s name is used twice. This is a deliberate ploy. Using a prospect’s name not only personalizes the message but it gets the prospect to focus on the next 10-15 words. In other words, they actually listen to the message rather than dismiss it out of hand.

Next, is the use of the phrase “sorry I missed you.” This seemingly insignificant mix of words almost inevitably draws further attention to your message. An apology about missing them implies a sense of disappointment and creates a “gee-I-wonder-what-this-is-about” sense of wonder.

Third, notice there is absolutely no sales pitch or lengthy explanation about you, your product or your company. Leaving a pitch is typically a waste of time. Not because your pitch was poor but because it lumps you in with every other person who has left a message that day. Think like your prospect! He or she will hear they have seven messages and will quickly want to separate the important from the irrelevant. The moment they start hearing a pitch is the moment they delete or skip your message to move on to items that matter to them. Your message must be distinctive so it doesn’t suffer the fate of deletion.

Here’s the thing: the objective of the voice mail is NOT to sell or market your company, product or service. The objective is to create curiosity and get the prospect to RETURN you call.

Fourth, the heart and soul of this killer voice mail message is the phrase “I have a question that I understand only you can answer.” Think about it: this phrase subtly (or not so subtly) appeals directly to the ego of the listener. It implies that your prospect is the ‘resident expert’ or has unique knowledge that is required by you. There is an air of importance and/or exclusivity to the message and hence, it is flattering and hard to resist. Ego is an extremely powerful motivator in getting prospects to take action and this message deliberately seeks to tweak that inner sense of pride.

(Of course, you need to do your homework and make certain the question is applicable. Naturally, when prospects returns your call (and a fair number will), you need to have ‘the’ question ready to go.)

The last portion of the message is a simple call to action. Ask the prospect to call you back and leave your number. No fuss, no muss.

How to Make it Work for You

Okay, now it’s your turn. Think: what is a vital question that only my prospect can answer. It has to be important and proprietary. Once you have that established you’ve got it made.

Next, follow the template. Don’t change much. Learn to master the template before editing, changing, and revamping your message.

Finally, practice. Practice. And practice again. So much of this message depends on the tone of your voice. You must be comfortable delivering it so it doesn’t sound ‘read.’ It must flow to be convincing.

Summary

This voice mail message is highly persuasive because it leverages the psychological factor. It appeals to the ego without pandering. It creates natural curiosity. It is short, to the point, easy to listen to and easy to understand. It’s a killer voice mail message. Use it and see for yourself

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Dodging Call Display How to Reach More Clients

When it comes to having your telephone calls screened, I am becoming more and more convinced that the real culprit is call display and not voice mail.  I suspect there are a lot of prospects and customers who quickly glance at their call display, realize who is calling  and completely avoid picking up the call. They let it ring to voice mail and there the call is screened and often, buried.

The trick is to get the client to answer by ‘disguising’ your particulars. Here is a collection of tips and techniques to avoid call display and get your call answered. Please note: use these techniques if, and only if, you have attempted to call the prospect or the customer several times using your usual process.  These ideas are reserved for those who you feel are “dodging” your call.

Try Internal Transfer

I love this technique and have used it successfully from time to time. It can work wonders for you. The idea is to call an extension other than your client’s extension and then have the person who answers transfer the call.  In some scenarios, your prospect or clients sees not your phone number but an internal extension.

Here are some interesting approaches.  Call the president’s office. Usually you will go through a receptionist or auto attendant, and in all likelihood you will reach an executive assistance. Never mislead or lie. Simply say,

“I am trying to reach Jenn Jones. Could you transfer me?”

If she is at her desk when  the call is transferred will see a call from the executive suite, not your name or number. At this point, what is she going to do? Ignore it? I doubt that. They tend to pick it up. Pronto.

Another effective route is to call the accounting department.  When a call come from accounting there is a compelling interest on the part of your prospect.  Typically it’s something like “Why the heck would accounting want me?”

You can use the same approach and call a customer service or sales department. One of the advantages here is that your call is almost always picked up by a live voice. (There’s always someone in sales looking to grab an order or a customer service rep available for an inquiry.)

It should be noted however, that some phone systems identify your number and it is transferred onto from call to call. In other words, you might try and deke through reception and another department but your name and number still get passed on.

Be prepared. Sometimes you’ll get a prospect or a client who might be a little annoyed that your call came internally. Again, you never, ever want to misrepresent yourself or mislead your prospect.  Integrity and honesty is the best policy. If asked, tell them the truth. For instance,

“Well Bob, to tell you the truth, I wasn’t having much luck in contacting you directly so I thought I would take a different approach. Now that I have you …”

Notice that the reply was direct and factual but don’t dwell on the matter or seek their feedback. Move onto a question, or the reason for your call.

Call from Another Location

If you suspect that your number and/or company name is flashed on your client’s call display regardless of the number of transfers, try calling from another location or phone. For instance, one simple method is to try using your cell phone and see if that increases your hit rate.

If you can, you may want to spend a morning or afternoon calling from your home. Your home number is unlikely to be recognizable to the client. You’ll be amazed at your contact rate from home compared to at work.  Caution: if you call the same number from your home (or cell) to often, the client can and will screen it out).

A third option is to use an old fashioned pay phone. I know pay phones are not always situated in the best locations and not always ideal for work, but some of your calls may warrant this approach. Sometimes call display will indicate that a pay phone is calling. Despite this, it can work in your favor in that it will likely create a degree of curiosity. Not many people get calls from a pay phone while at work. Try for a few of your toughest clients that you feel are avoiding your call.

Use *67 (Call Blocking)

Some phone systems or networks allow you to enter a code such as *67 which will block your phone number. There is often a charge for this so bare that in mind. Depending on the client’s phone system, it might show “call blocked” or “number unknown” on the call display. Clients can be suspicious of this and may avoid picking up.  Nevertheless, it is a technique you can use to help you reach your clients.

Summary

Some sales reps are uncomfortable using these approaches. Fine. Don’t use them. But at the end of the day, your job is to sell.  If the client playing hard ball and using technology to avoid your calls, you might need to play hard ball back. As long as you do not misrepresent yourself, these techniques are quite legitimate. Try them yourself and see.

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4 Simple Steps to Building a Perfect ESCALATOR – not Elevator- Speech

The trouble with a classic elevator speech is that in tele-sales no one has the time or the inclination to hear what you have to say.

Communicating by phone is different than face to face where a suspect or a prospect will grant you a few more moments if only to be courteous. On the phone it is simple and easy for a prospect to terminate the call and that’s one of the main reasons why you need an escalator speech.

An escalator speech is an abbreviated version of an elevator speech and it is absolutely vital in the world of B to B tele-sales. Whereas an elevator speech is based on the premise that you present what you do over the time it takes to travel a few floors up an elevator, the escalator speech is based on the premise that you  present what you do in the time it takes to travel only one floor.

Why Else You Need an Escalator Speech

Apart from the fact that the prospect can easily wriggle out of a phone conversation, you need an escalator speech because the average prospect can only absorb so much from an unsolicited call.  Too often, tele-sales reps try to cover all the bases of what they do and, at best, this confuses the prospect with clutter and at worst, it overwhelms them.

A good escalator speech is short, simplified, succinct and laser-like. In effect, it imprints a single core message that is more likely to be remembered by your prospect. If you do this you’ll have creates a competitive edge.

How to Craft a Good Escalator Speech

Step #1:  Identify Who You Work With

Define you target market.  If you sell to engineers or single moms or small business owners or IT directors or high school educators or whoever, say that up front.  This simple tip creates instant affinity. At a conscious or subconscious level your prospect understands that what you do relates personally to them.

What you DON’T want to do is say that you are a ‘sales rep,’ an investment advisor, a consultant, a business development rep, an account manager or whatever. That’s a title, not a description. Who cares and who remembers?

Step #2:  Relate What You Do Well to a Problem or an Opportunity

Weave in a motivator. You must  reference to a “pain” or “gain” or a problem or an opportunity that you can solve or help achieve.  You need to pick at a scab, so to speak. This will get their heads to turn.  You don’t have to heap it on; just make reference to the irritant or benefit.

Step #3: Use the WIDI or WWDI Template

Is order to bring absolute consistency in the delivery of your message (and to make it easier to learn) use one of these to phrase to help build your escalator speech:

WIDI – What I do is.
WWDI –What We do is.

Putting it all together here some simple examples:

“What I do is I work with engineers and architects who struggle to find the time to get their yearly accreditation.”

“What I do is I work with single moms who are worried about their retirement future.”

“What I do is I consult with chiropractors who are interested in growing the revenues and profitability of their practice.”

“What we do is work with small hardware stores who struggle to find affordable, every day products.”

“What I do is work with B to B distributors who struggle to use the phone to sell and market their products.”

“What we do is help hospitals manage product costs.”

Notice the brevity of each escalator speech. Sure you may do more. Heck, you may do a lot more! But no one is interested at the stage of the game. Play your strongest card. If you catch the client’s interest they’ll ask for additional information.

Step #4 Practice

You tired of hearing it but practice DOES make perfect. Practicing will make the words flow. It will make the speech sound natural and relaxed.  If you don’t practice you’ll be self conscious and you’ll stop using it.

Where to Use the Escalator Speech

You can use the escalator speech

  • opening statements after you identify the name of your company
  • as an introduction to your company in your presentation
  • as a heading on your e-mails, letters or faxes
  • on brochures
  • on business cards
  • at  networking events
  • virtually anywhere

Summary

Elevators speeches are important. An escalator speech can easily be expanded to an elevator speech when you are granted the time or the opportunity.  Use the escalator when time is important but also when you want to make a single, memorable impact.

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7 Cold Call Opening Statements From Hell

When cold calling, the opening statement is THE most critical element to your success. If you don’t nail the opener and get the prospect’s attention, you needn’t worry about the rest of the call. In short, you can’t afford to make a mistake.

Regrettably, mistakes are made but the troubling fact is that the SAME mistakes are made repeatedly, every day, by thousands of sales reps.  Here are seven cold call opening statements that illustrate the typical blunders tele-prospectors make.  Are you guilty?

Example #1: “Hey Pete, How are you today?  This is Jane Seamore calling for H8 Enterprises. Have you heard of us?”

Two points here. First, “how are you today” is insipid, trite and wastes precious time. Prospects don’t like it so don’t use it. Secondly, the hope is the prospect will say, “Why no, tell me more about your company because I have loads of time on my hand.” Of course, they don’t. They don’t have time for idle chit chat and irrelevant questions. Cut to the quick. Get to the point.

Example #2: “Katie? Henry Eighthly calling from Tower Transport Logistics in London.  Katie, the reason for my call is to follow up on an e-mail I sent you on how we can reduce your long halls shipping costs.  Did you get it?”

In this example, Henry just handed the prospect a bona fide objection on a silver platter. About 95% of the time the prospect will say “no” and ask you to send it again. They get rid of you in a New York minute and then  they’ll avoid your call like the plague when you follow up. Never ask if they got something or read something.

Example #3: “Oh hi. Is this the safety manager? Good. I’m Justin Kovalev calling from Senator Safety products. We specialize in safety communications programs. Did I catch you at a good time?”

Notice, the rep did not use the prospect’s name. Using the name helps get the prospects attention. Not using a name screams that you haven’t done your homework. Next, nothing will stop a cold call faster than asking if you have caught them at a good time. Sure, it’s polite but it’s never a good time. They’re busy and you’ve given them a great way to blow you off. Instead,  use this handy trigger phrase:  “If I have caught you at a good time, I’d like to ask you some questions to get a feel for your situation…”

Example #4: “Ms. Harris, my name is Mary Worth and I’m a financial adviser who works with single moms who struggle to plan their financial future.  Let me ask you, what are some of the personal challenges you’re experiencing when it comes to planning for your kids’ education?

Aw shucks, this started so well! The unique proposition statement is great. However, the following question is a real cold call killer. Who in their right mind would open up to such an intimate and personal question in the OPENING statement? Never, ever make your first question something that is challenging, embarrassing, personal or awkward.  Sure, it’s a bold and enticing question but you haven’t earned the trust or the right to ask it at this moment. Start with an easy question to get a wedge in the door.

 Example #5:  “Hi, this is Mark Major from Mensa Medical. We specialize in a variety of hospital supplies.  I was wondering: what would it take to earn your business?”

This opener has been around since 1953. It was cheesy then and it is cheesy now. Translated, it is saying is this: “I don’t want to earn your business the old fashioned way through a needs analysis. I want you to make it easy for me, a stranger, and just tell me.” There is no attempt at rapport and there is certainly no benefit to the busy prospect.

Example #6:  “Antonio? My name is Brandon Mirovich calling from Vaststar Software.  We work with HR professionals helping them streamline their personnel review processes. Antonio, if I could show you a way to reduce the time it takes to write, conduct and complete a personnel review by 50%, would you take a moment to listen?”

This opener seems to offer a rich benefit. You’d think the prospect would be salivating. The trouble is, this opener has been overused for 27 years.  Every prospect has heard it at least seventeen or eighteen times in their career. And this has made them skeptical and cynical. High falutin’ promises and benefits are seen as slick and untrustworthy. So, when you offer your benefits, make them reasonable, not ridiculous.

Example #7:  “Dr. James, this is Tracie Hardie calling from Orbital Dental. We’re the dental specialists. Dr. James, we offer a wide range of  (insert a 600 word pitch) blah, blah, blah.”

Sadly, this is STILL the most common cold call opener: The telemarketing pitch. The idea is to vomit and spew out information and hope that something sticks. No one wants a monologue, sermon or speech. Your cold call opener must have your full name, company name, a reason for the call, a benefit as to why they should listen further, and finally a question that gets a dialog going.

Cold calling doesn’t have to a hellish experience. Give yourself an edge and make the process easier by avoiding these seven blunders.

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