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How to create Buy-in when cold calling

Written by: Trent Leyshan

Article Overview: How to create Buy-in when cold calling

How to create Buy-in when cold calling

How to create 'Buy-in' when cold calling:

• You need to be 'interested' to be 'interesting'. Your first call may simply be to inquire about their business to establish where you can add value.
  
  
• The ABC acronym: Always Be Closing is old-school selling. I prefer a new acronym: Always Be Contributing. That means contribute from day one. Do your homework on who you are calling and make sure you have strong if not resounding "What In It For Me' for them, and this is the reason for you call.

• Target companies, or people, that you know 100% you are capable of adding significant value to. These companies can be based on existing client successes, or perhaps solutions you provide specifically for companies of an exact or similar nature. Think about, where 80% of your business and profit derives? Companies in this industry are a good place to start.

• When you call, demonstrate you know their business: what they stand for, how they differentiate from their key competitors, and based on this, this is why you are motivated to help them.

• Communicate key goals you have helped similar companies obtain, or challenges you have partnered with them to overcome - and given the opportunity you would like to help in similar ways also.

• Know someone they know, this builds credibility and helps develop rapport. Please note: This must be genuine. (You will never get to me personally unless you know someone I know.)

• As a business owner make the call yourself. Present and contribute as an equal. Example: "The reason for my call is I have 30 staff as you do, and know how frustrating it is at times generating the right business. I own a web development and IT company. I have just spent 15 minutes on your website and have some valuable insights for you about your website and competitors. Would you like to catch-up for a coffee to discuss?"

There a numerous more ways you could develop 'buy-in'. I hope the examples I have provide prove relevant for your business.

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Article Tags: abc, acronym, business owner, client successes, credibility, homework, key goals, li li, old school, target companies



Related Forum Posts
Re: Who hates cold calling? - I think it really depends on what you are selling. For example, we sell chiropractic software that they can enter and store their notes on. Since the law is requiring them to go electronic by 2014, we have a pretty good chance of calling someone who needs it. I agree that for other products and services cold calling would probably be a waste of time. I think the key to cold calling is knowing how to get past the gate keeper. If you just keep calling people and have no clue how to get to the decision maker, cold calling is a BIG waste of time. There are some really good books out there that will teach a person how to do that if he/she decides cold calling would be helpful to their business.
I hate Cold Calling! - In my past I was really scared to cold calling until I realized that cold calling in my line of work was the only way for me to generate accounts. I assiociated large amounts of pain in my life with not cold calling such as loss of house, car, wife.... The fear of losing all of that helped me over come the fear. Good luck with your problem It might help to think its all in your head and the only thing in the world that you have control over is your own mental thinking.
Re: Who hates cold calling? - Why anyone would use cold calling is beyond me. It's simply an ineffective tactic and a waste of time when you measure conversion rate. If you really understanding your customer segments and how your products and services provide value, there are many more effective strategies than cold calling.
Re: Who hates cold calling? - I can see a role for calling your warm market, people who have opted in to your list or requested more info from your website. But is does cold calling really offer the best return on your investment of time? Sure you can "maintain" a positive mental attitude and eventually find someone to buy your stuff, but it takes an awful lot of "maintaining". I would prefer to spend my time improving my web copy skills so as to achieve a higher conversion rate online and use the telephone to contact those who have requested further info. One guy who has a lot to say on this subject is Daegan Smith ("The King of never calling a single lead"). I am not one of his affiliates, but I do enjoy his email newsletter. You can learn a lot from what he has to say - and from the way that he says it. So if you want to get OUT of cold calling, check out via a Google search what he has to say!
What to avoid when cold calling? - Cold calling is the nemesis of all sales people. What words to avoid, what not to do when cold calling? I will start first: avoid the word "maybe". When you're cold calling, your best chance of success is to be self assured, confident, and 100% well versed in what you are selling. If you're using the word 'maybe' in your sales scripts, you run the risk of sounding wishy washy. It either is or isn't. Pick one. Another word: "hope" When you tell your client you're 'hoping' for something, you're not sure, are you? If you're not sure, then why should they be? Never let a prospect hear that you're not 100% behind your product, your company or your service, or it's entirely likely you will lose the sale. So, what other words should we avoid?


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