SBTM Jul 2015 - Page 20

EDITORIAL FEATURE Your Next Step How to Take the CHILL Out of Cold Calls (Part 6) By Jack Warkenthien, CEO of NextStep Solutions A s we round the final turn in our recent journey on the topic of cold calling, you probably realize by now that as unproductive as most cold calling efforts are, they’re here to stay and we are always going to make them.  Since that’s the case, I’m going to share a few thoughts with you that will hopefully make you more efficient and effective in your cold calling activities:    Everyone has their preferred method of communication.  For some, it is email, for others, they may like the framework of LinkedIn, Facebook, or other social media outlets.  For most, their favorite option most likely includes the use of their Smart Phone which now gives them two options:  text or voicemail.  For maximum effectiveness, call first and leave a message if you cannot engage in a dialogue.   Embrace pre-call planning research.   Separate yourself from the other smilin’ and dialin’ sales reps out there by doing your homework before you pick up the phone.   We teach a three by three approach to knowing more about your candidates.  That means you should be able to learn three things about them and their company in three minutes of surfing.  I like to start with Google and follow that up with LinkedIn to know more.   Most cold calls crash and burn within the first ten seconds.  Why?  Because you sound like you’re trying to sell something!  Have a strong purpose for your call and a compelling message if you have a chance to share it.  Your reason for the call should always fall into one of four buckets: 1. INFORMATION  This is where you share something that’s especially relevant to the other party.  and get back with you”.  You ask, “What do you need to think about and when’s a convenient day/time you’d like me to call you back?” Everyone’s Favorite Radio Stations   For those of you who know me, you know I came to Houston ten years ago 2. EDUCATION  You may want to invite them to an up- to host the live, daily, business talk racoming Lunch & Learn to educate them dio show, “Where Wall Street Meets Main Street” on the BizRadio Network.  on what’s new with your firm.  If you listened, I “drove” you to work ev3. RECOGNITION You congratulate them on being quot- ery morning and tried to help you make ed on the news, recognized by a philan- sense out of what was happening on Wall Street and how it impacted us on thropic organization, etc. Main Street.  As good a show as it was 4. ENTERTAINMENT  You have something in common and (speaking objectively), my listeners alyou thought of them when your favorite ready had a favorite FM station:  WII/ FM or “What’s in it, for me?”  If you can’t team made a trade. help your candidates tune into their fa  vorite station while you’re on the phone with them, they’re going to tune you out Remember the main reason right away.  Always keep that in mind.  you’re making the phone call at all.  The ONLY thing you’re selling on the Oh, and while we’re at it, they also have