| When cold calling, the opening statement is THE most | | | | education? |
| critical element to your success. If you don't nail the | | | | Aw shucks, this started so well! The unique proposition |
| opener and get the prospect's attention, you needn't | | | | statement is great. However, the following question is |
| worry about the rest of the call. In short, you can't | | | | a real cold call killer. Who in their right mind would open |
| afford to make a mistake. | | | | up to such an intimate and personal question in the |
| Regrettably, mistakes are made but the troubling fact | | | | OPENING statement? Never, ever make your first |
| is that the SAME mistakes are made repeatedly, | | | | question something that is challenging, embarrassing, |
| every day, by thousands of sales reps. Here are | | | | personal or awkward. Sure, it's a bold and enticing |
| seven cold call opening statements that illustrate the | | | | question but you haven't earned the trust or the right |
| typical blunders tele-prospectors make. Are you guilty? | | | | to ask it at this moment. Start with an easy question to |
| Example #1: Hey Pete, How are you today? This is | | | | get a wedge in the door. |
| Jane Seamore calling for H8 Enterprises. Have you | | | | Example #5: Hi, this is Mark Major from Mensa Medical. |
| heard of us? | | | | We specialize in a variety of hospital supplies. I was |
| Two points here. First, "how are you today" is insipid, | | | | wondering: what would it take to earn your business? |
| trite and wastes precious time. Prospects don't like it | | | | This opener has been around since 1953. It was |
| so don't use it. Secondly, the hope is the prospect will | | | | cheesy then and it is cheesy now. Translated, it is |
| say, "Why no, tell me more about your company | | | | saying is this: "I don't want to earn your business the |
| because I have loads of time on my hand." Of course, | | | | old fashioned way through a needs analysis. I want |
| they don't. They don't have time for idle chit chat and | | | | you to make it easy for me, a stranger, and just tell |
| irrelevant questions. Cut to the quick. Get to the point. | | | | me." There is no attempt at rapport and there is |
| Example #2: " Katie? Henry Eighthly calling from | | | | certainly no benefit to the busy prospect. |
| Tower Transport Logistics in London. Katie, the reason | | | | Example #6: Antonio? My name is Brandon Mirovich |
| for my call is to follow up on an e-mail I sent you on | | | | calling from Vaststar Software. We work with HR |
| how we can reduce your long halls shipping costs. Did | | | | professionals helping them streamline their personnel |
| you get it?" | | | | review processes. Antonio, if I could show you a way |
| In this example, Henry just handed the prospect a | | | | to reduce the time it takes to write, conduct and |
| bona fide objection on a silver platter. About 95% of | | | | complete a personnel review by 50%, would you take |
| the time the prospect will say "no" and ask you to | | | | a moment to listen? |
| send it again. They get rid of you in a New York | | | | This opener seems to offer a rich benefit. You'd think |
| minute and then they'll avoid your call like the plague | | | | the prospect would be salivating. The trouble is, this |
| when you follow up. Never ask if they got something | | | | opener has been overused for 27 years. Every |
| or read something. | | | | prospect has heard it at least seventeen or eighteen |
| Example #3: "Oh hi. Is this the safety manager? Good. | | | | times in their career. And this has made them skeptical |
| I'm Justin Kovalev calling from Senator Safety | | | | and cynical. High falutin' promises and benefits are |
| products. We specialize in safety communications | | | | seen as slick and untrustworthy. So, when you offer |
| programs. Did I catch you at a good time?" | | | | your benefits, make them reasonable, not ridiculous. |
| Notice, the rep did not use the prospect's name. Using | | | | Example #7: "Dr. James, this is Tracie Hardie calling |
| the name helps get the prospects attention. Not using | | | | from Orbital Dental. We're the dental specialists. Dr. |
| a name screams that you haven't done your | | | | James, we offer a wide range of (insert a 600 word |
| homework. Next, nothing will stop a cold call faster | | | | pitch) blah, blah, blah." |
| than asking if you have caught them at a good time. | | | | Sadly, this is STILL the most common cold call opener: |
| Sure, it's polite but it's never a good time. They're busy | | | | The telemarketing pitch. The idea is to vomit and spew |
| and you've given them a great way to blow you off. | | | | out information and hope that something sticks. No one |
| Instead, use this handy trigger phrase: "If I have caught | | | | wants a monologue, sermon or speech. Your cold call |
| you at a good time, I'd like to ask you some questions | | | | opener must have your full name, company name, a |
| to get a feel for your situation..." | | | | reason for the call, a benefit as to why they should |
| Example #4: "Ms. Harris, my name is Mary Worth and | | | | listen further, and finally a question that gets a dialog |
| I'm a financial adviser who works with single moms | | | | going. |
| who struggle to plan their financial future. Let me ask | | | | Cold calling doesn't have to a hellish experience. Give |
| you, what are some of the personal challenges you're | | | | yourself an edge and make the process easier by |
| experiencing when it comes to planning for your kids' | | | | avoiding these seven blunders. |