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Preparing for the Cold Call: Find a Compelling Problem
by Ari Galper, Founder, Unlock The Game  

There’s a wonderful way to step into the world of the person you’re cold calling. Just focus on their everyday problems. Start by talking about their issues, not your solutions.  And make it specific and compelling to them. 

Don’t go into a sales pitch, which is what you would do if you were operating out of the old traditional cold calling mindset. Try to keep in mind that who you are and what you have to offer are irrelevant at this moment.

All that matters is the person you've called and the problems they may be having that, down the road, the two of you may decide you can help solve.

You may find it difficult to visualize what this kind of call feels like until you actually try it out. But just imagine receiving such a call yourself. If the discussion were about issues that matter to you, wouldn't you react with curiosity rather than suspicion? And wouldn't you be more likely to continue into a deeper conversation?

Make it Concrete

So when preparing for your cold call, focus on a problem that you believe the other person has. Address one specific, concrete, tactical problem that you know affects most businesses in their industry. 

The best way to come up with a compelling problem is to put yourself in the other person’s shoes and think about problems that your product or service can solve for them. 

For example, instead of talking about "office productivity problems," you might say, "I’m just calling to see if you're still experiencing productivity problems relating to paper-based filing procedures that slow down your employees.”

A statement like this gives the other person an immediate, vivid mental image of the problem.

If you know your industry well enough, and the problem you suggest is very real for them, then they can start to relax and enter into a further dialogue with you. 

Compelling Examples

So, ideally, the problem you bring up in your cold call is something that prospects can relate to based on their real work life. 

It isn’t nearly as difficult to come up with a compelling problem as you might think.  If you've been working with your product or service for any period of time, you already have the answers. You probably already know three or four specific problems most of your prospects are experiencing. You just haven't really thought about it before. 

So you might start your cold calling conversation with a question like:

• "I’m just calling to see if you’d be open to looking at any possible hidden gaps in your business that might be causing sales losses?"  (to a business owner)

• "I’m just calling to see if you're grappling with problems of employee performance related to a  lack of training support?" (to a human resource department representative)

• "I’m just calling to see if you’re open to looking at whether any department in your company might be losing revenue due to vendor overcharges?” (to an accounting manager)

Don’t Slip Back

After this, you might be tempted to slip back into the traditional sales mindset and launch into a mini-presentation about the services you offer. That would be premature at this stage of your conversation. 

You still don't know enough about the person you're speaking with and their particular problem. Offering a solution before the other person even acknowledges having a specific problem is part of the old traditional sales mindset.

So what happens next? The two of you may start asking some questions back and forth.  There'll be a natural rhythm to your dialogue.  And you'll find that you're actually having a conversation without the usual instant rejection.

Basically, you’re building a cold calling relationship around the other person’s world.  You’re not sinking into the push-pull scenario of buyer and seller. Most people react warmly and unhesitatingly to a conversation that feels natural to them and revolves around their issues. So when you focus on their problems, you’ll find that cold calling is much easier than you ever imagined it could be. 

 

Is Selling Painful For You? 

It's not your fault -- and there is a better way
 

cold calling advice
Is this how selling is
starting to feel like for you?

Old "tried and true" cold calling and sales techniques that were once successful have completely lost their effectiveness over the years. That's why I developed a new sales mindset and cold calling approach that will quickly and automatically put you ahead of the game and instantly in a league above your competition.

OLD SALES GURU MYTH # 1  - "Cold calling is a numbers game."  But, sales is only a numbers game when all you know is traditional selling. Yes, you can call people over and over, chase them until they listen to you so that you just go away. However there is a better - easier method of building trust and getting your product or service message across - all on one call. Simply by changing your sales approach you'll make FEWER CALLS and MORE SALES.

OLD SALES GURU MYTH # 2 - "Use a sales script to cold call." People can tell when you're reading from a script, even if you think you're pretty good at it and getting away with it. There's nothing personal about it and people can pick that up. Being artificial just puts you into the typical "Salesperson" category. If you can learn to get your message across in a different way, you'll eliminate the negative triggers that can lose your sale within seconds.

OLD SALES GURU MYTH # 3 - "Focus on closing the sale." Are you "going in for the kill" with your closing sale technique? - If you are, you could end up killing your deal instead. Old sales techniques do nothing more than pressure the client or prospect, and as a result they naturally want to retreat away from that pressure - and that pressure is you. By learning to avoid the "push and pull" dynamic between you and your prospect, you'll be able to move the sales process forward to get the result you want.

Welcome to Unlock The Game

Unlock The Game is a radically honest sales and cold calling approach based on integrity and common sense. It challenges traditional sales thinking and helps you achieve better sales results.

It's the missing link -- a new mindset and language that converts selling into a natural conversation between you and your prospect.

It offers you a new way of thinking about selling, from cold calling -- the most dreaded selling experience of all -- to the end of the sales process.

You don't have to abandon the selling skills you already know -- Unlock The Game gives you a new approach and new tools to help you let go of old behaviors that bring you negative results.

It's incredibly effective.

Best of all, it's easy to learn.

  "Unlock The Game is a breakthrough that takes the rejection out of selling"

free insurance selling   "In a new age of frustrating and difficult selling challenges, more specifically the fear of cold calling, and starting new conversations without feeling rejected, Unlock The Game gives us all the answers to a natural way of engaging new prospects over the phone. Keep up the good work Ari!"

Brian Tracy is a leading authority on personal and business success. As Chairman and CEO of Brian Tracy International, he is the best-selling author of 17 books and over 300 audio and video learning programs.
       Brian Tracy 


Want to learn more?
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Make less cold calls - and get better results

  Rip up your sales script and easily get your message across 
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July 23, 2014         Quote Of The Day

"When leaving voicemails, you should never use traditional sales mindset language by leaving a message about your solution. Instead, as with any communication with someone you don't already know, your message should always start with your asking for help. "



Over 71,253
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(Valued at $300)
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July 23, 2014         Quote Of The Day

"When leaving voicemails, you should never use traditional sales mindset language by leaving a message about your solution. Instead, as with any communication with someone you don't already know, your message should always start with your asking for help. "

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