Success Circle Call #10: Are You Warming Up Cold Calls?
There are lots of ways you can warm up a cold call. Let's look at two strategies that will thaw out your prospects and make you more confident when you call.
Part 1: Use A Well-Crafted Pre-Approach Letter
A pre-approach letter is a letter of introduction. The purpose is to introduce yourself to a prospect while creating credibility and interest. Pre-approach letters usually state who you are, what you do and why it would be beneficial to meet.
You can include brief reference stories that demonstrate how others have benefited from your services. A reference story can provide a subtle yet powerful way to demonstrate your unique value. If written effectively, your letter should stimulate interest in the prospect to want to know more about you. Your letter should also include a call to action. A call to action usually invites the prospect to contact you for more information or to set an appointment, but also lets them know that you will follow-up within a few days.
A few cardinal rules about pre-approach letters. First, don't “we-we” all over the prospect. Present your ideas to covey benefits to your prospects. In other words, replace “we do…” with “you will...” Second, get rid of jargon, techno-speak and other big words. Keep it simple. Third, keep it short and visually stimulating. Indent testimonial quotes, reference stories or key points. Bold or underline key words or phrases. Add a Johnson Box, a post script and bulleted items to break up the text and create adequate white space. A Johnson Box is one of the most potent features of a letter. It is a statement, quote or question positioned above the salutation. It can be “boxed” off or simply set apart from the body of the letter with a larger/different font and/or other distinguishing characteristic.
There are other ways to communicate with your prospects as well. E-mail, for example, can be a great way to make connections if you do it right. Regardless of your communication method, the more you can personalize your communication, the better. Something that looks like a form letter or junk mail will be treated accordingly.
Part 2: Write A Cold Call Script That Puts You And Your Prospect At Ease
A script will help you stay focused on your key points and enable you to present yourself in a confident manner. It should also be rehearsed sufficiently so it doesn't sound like a commercial.
Let your personality and style come through so your script can be delivered naturally. So that it doesn't come across as a “written script,” you may want to keep just your main bullet points in front of you when you make your calls. That does not mean, however, that you should skip the steps of writing it out completely and rehearsing it until you can deliver it with ease. Your telephone script should include the following:
- Introduction/ask for help.
- A brief explanation of who you work with and what results they get by working with you (called your Positioning Statement).
- A question asking whether this is something they are “open to considering.”
- If yes, set an appointment.
- If no, thank them and hang up.
Here is an example:
Salesperson: Good Morning, Mr. Prospect, I'm wondering if you can help me.
Prospect: I'll see what I can do.
Salesperson: I'm calling to explore the possibility that you're interested in increasing the productivity of your employees. I work with business owners and managers to make sure their employees increase their productivity at least 10% each year, but I'm not sure if that's something you're open to considering.
Prospect: Actually, our productivity has been flat for two years and I'd love to see a 10% jump. It's certainly something I'd like to explore.
Salesperson: Do you think it makes sense for us to meet and talk to see if there is a possible fit?
Prospect: Sure, let's try Tuesday at 4pm.
Remember, you have approximately 15 - 45 seconds to introduce yourself, tell why you are calling and capture their attention. Using your words effectively is critical to your success. The right words will distinguish you from other salespeople and create interest without exerting pressure into the process.
You want to engage your prospects in a conversation, not put them on the defensive. Most salespeople don't even realize that from the moment they open their mouths, they sound like every other salesperson and the prospect is immediately guarded and suspicious. A general rule of thumb here is that if you haven't updated and revised your cold call script in the last two years, you are probably using some “pressure words” or phrases that need to be banished.
The wording in the above example is very important. At first glance, it may seem too soft. It isn't. In fact, by using phrases like “calling to explore the possibility” and “I'm not sure if that's something you're open to considering,” you are not acting like a typical, pushy salesperson. Your prospect will not feel like they are being pushed. Instead, their defenses will drop and they will be much more likely to engage in an open and honest conversation.
