Looking to expand your client base? You can put your Web site out there -- but they probably won't see it. You can do search engine optimization -- but the rules for that seem to change daily, and most businesses are in categories that are populated with thousands of competitors.
You can do mass email, but most people delete, without reading, dozens of emails daily. You can do a snail-mailing, and if it's clever enough it will probably be looked at; the percentage of people who act on it, however, is likely to be tiny.
Or you can simply call
While many professionals avoid cold calling, it can be highly successful if you approach it with the proper attitude. In cold calling, your goal is to get appointments; to arrange to be face-to-face with someone who might spend money with you. Sales research tells us that more face time and phone time with people who can buy what we're selling equals more sales.
Here is a step-by-step guide to cold calling success.
Escape your fear of rejection
Remind yourself that any rejection you receive is a rejection of the interruption your phone call represents, not of you personally. Many people reject because they have been burned by cold callers and telemarketers in the past. Don't allow yourself to take their coldness personally.
Don't get cold, tough, or pushy -- people hate that. In your call, start with a Clean Heart Position: a sincere desire to see your prospect get what they want, whether or not they get it from you. You're in business to be of service, and if you can help, great. If you can't help, that's fine too, and be sure to say that you appreciate their time.
Create the optimal structure for the call
Once you get the prospect on the phone, you have to pique their interest. Begin by saying something provocative and ask them a question that is designed to reveal a challenge they may be facing. For example:
"I'd like to speak with you about how life insurance can help protect your loved ones in case something would happen to you. Are you concerned about your loved ones' well-being?"
"I'd like to talk with you about providing your employees with this particular plan that will help you save money. How much money do you spend on insurance currently?"
Leave an enticing voicemail
If you miss the specific person you are trying to reach, leave a voicemail. Make sure that it is something likely to interest him and encourage a call back. Deliver the voicemail about as loudly and at the same speed of speech as the prospect's outgoing voicemail message. The last word of a voicemail is always your prospect's name, not "goodbye." For example:
"Ms. Jones, this is Lenann Gardner, and I'm calling because I'd like to speak with you about how you can get affordable health insurance. This will take only a few minutes. Please give me a call at 505-828-1788. Again, this is Lenann Gardner at Gardner Consulting, and my number is 505-828-1788. Hope to speak with you soon, Ms. Jones!"
Then wait about 24 hours for your prospect to return phone messages in good faith. If she does not return your call, call again:
"Ms. Jones, Lenann Gardner again. I'm calling with some ideas I have for covering you with an affordable health care plan! Please call me at 505-828-1788. I look forward to speaking with you soon, Ms. Jones!"
Again, wait about 24 hours for your two messages to be returned. If you don't hear from Ms. Jones, leave one more message:
"Ms. Jones. Lenann Gardner. I've missed you again -- we must be on opposite schedules! I'm calling with some ideas for covering yourself with affordable health insurance -- I think you will want this information. Please do give me a call at 505-828-1788 -- again, that's 505-828-1788. I look forward to a quick conversation with you, Ms. Jones!"
Write a compelling email
If you have left three voicemails each one day apart, you have maximized the likelihood of getting a return call. If you don't receive a call back, you may do one more thing: About 24 hours after leaving your third voicemail, email your prospect. Utilize much of the same wording from your voicemails and consider doing the email in slightly larger-than-normal type so it stands out.
If you've phoned for three days running and left an email on the fourth day and still get no response, assume your prospect has no interest and move on.
Keep focused
If you happen to speak with your prospect, remind yourself of your Clean Heart Position and be interested in your prospect rather than just advocating they buy your services. Selling is not giving a speech about your services. Instead, selling is about inquiring about your prospect, honestly expressing an interest in them, and remembering that you are there to be of service, or, if you can't be of service, getting out of the way so their day can move forward.
The most important thing to listen for when talking with a prospect is pain. Pain consists of:
o Things that are going wrong for them today
o Things that have gone wrong for them in the past
o Things that may go wrong for them in the future
o Things that they have heard have gone wrong for others in similar circumstances to theirs
When you hear pain, ask a question about it, especially if it is in an area that might be helped by your service or product. Whatever they respond, make sure they know you heard, even if what they said is "negative."
"So, Mr. Smith, it seems as if right now you're satisfied with your current coverage and do not wish to switch plans. Is that it?"
Don't forget your objective
Remember that the goal of the call is to set an appointment, not to sell you or your services -- just to have them agree that it makes sense to meet with you briefly. They will balance the potential benefit of such a meeting with the investment of their time and make a decision about whether to make that investment. Your goal is to get a meeting date and time on their calendar before you hang up the phone.
Lenann McGookey Gardner is a sales consultant and author of the upcoming book "Got Sales? The Complete Guide to Today's Proven Methods for Selling Services." For more information, please email lenann@youcansell.com or call 505-828-1788.
