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.