SBTM May 2015 Anthony Ford - 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:    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.  2.      EDUCATION  You may want to invite them to an upcoming Lunch & Learn to educate them on what’s new with your firm.  3.      RECOGNITION You congratulate them on being quoted on the news, recognized by a philanthropic organization, etc. 4.      ENTERTAINMENT  You have something in common and you thought of them when your favorite team made a trade.   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 to host the live, daily, business talk radio show, “Where Wall Street Meets Main Street” on the BizRadio Network.  If you listened, I “drove” you to work every morning and Everyone has their preferred tried to help you make sense out of what method of communication.  was happening on Wall Street and how it For some, it is email, for others, they impacted us on Main Street.  As good a may like the framework of LinkedIn, show as it was (speaking objectively), my Facebook, or other social media outlisteners already had a favorite FM stalets.   For most, their favorite option tion:  WII/FM or “What’s in it, for me?”  If most likely includes the use of their you can’t help your Candidates tune into Smart Phone which now gives them their favorite station while you’re on the two options:  text or voicemail.  For phone with them, they’re going to tune maximum effectiveness, call first and Remember the main reason you out right away.  Always keep that leave a message, if you cannot engage you’re making the phone call at all.  in a dialogue. The ONLY thing you’re selling on the in mind.  Oh, and while we’re at it, they   phone is the NEXT conversation!  That also have a favorite AM station:  MMFG/ Embrace pre-call planning research.   may be a face-to-face appointment, a AM or “Make me feel good about myself ”  Separate yourself from the other smilin’ conference call with a third party, or even Every time you connect on a call, find a and dialin’ sales reps out there by do