Why Inbound Calls Are Really Cold Calls
by Ari Galper, Founder, Unlock The Game
We all think that incoming calls and “leads” should be easier because they’re not cold calls, right?
Well, when you think about it, why aren’t they? Most of the time the other person is just looking for something and isn’t ready to make a decision yet. But we get so excited that we begin to “sell” anyway because it seems so much easier.
The Illusion of Interest
You get excited because you believe they’re ready to buy your product or service. After all, if they called you, they probably want to be sold. You think you’re going to make an easy sale. But then it doesn’t happen, and you don’t understand why.
We’ve assumed too much interest on the part of prospects who initiate the call to us. Instead, we really should treat incoming calls and leads like cold calls. We should assume nothing.
You know, inbound calls and leads are very seductive. When potential clients initiate the contact, we think that they won’t feel any resistance. And then we get so excited that we can still end up beginning to “sell” because it seems so much easier.
But suppose these potential clients got your name from somebody else. They don’t know you yet. They’re just looking for something or looking to find something out. There’s a very good chance that they’re not ready to make a decision quite yet.
In fact, if you assume anything, you stand a good chance of making it impossible to create dialogue, conversation, and trust. And this means they won’t share with you what their problems or issues really are, and whether you can help them.
The Goals Are The Same
Although incoming callers or leads may be more open, you still have to find out the truth of their situation – just as with any cold call. It’s crucial to keep that in mind as your goal.
The best way to make this happen is by responding to inbound calls the same way you treat outbound cold calls. Make no assumptions that you are a fit or a match for each other.
Also, let them know that your goal is to help them solve their issue. And that, if
you can’t solve their issues, you’ll be happy to point them in the direction of someone who can.
After all, what is our goal on an inbound call? The same goal we always have, which is to build trust so we can learn the truth. You still have to consciously build trust, whether the cold call is inbound or outbound.
FOUR KEY STEPS
Here are four simple, specific steps that will help you with your inbound calls or leads:
1. Ask your callers how they heard of you or your company.
Find out the lead that brought them to you. This is a natural conversation opener.
2. Ask them why they called.
A very good phrase to use is, “Can you tell me a little about your situation?”
3. Open a comfortable, pressure-free conversation
As you do this, remain attentive to any signals and messages that will help you determine whether you’re a fit or not.
4. Let them know you aren’t making any sales assumptions
Just as with any cold call, it’s important not to introduce sales pressure by expecting them to buy what you have to offer. Let them know you want to explore along with them whether you’re a fit for each other.
Slow Down and Listen
Be careful, though. Even if you feel that the call is going incredibly well and you’re sure that the two of you are a good fit, take things slow. Just as with any cold call, rein yourself in.
It’s crucial that they realize you’re not assuming anything about whether you’re a fit or not at this point. Communicate that you won’t know this until you’re sure you have a complete understanding of their problems, and that you have solutions that can help.
When you treat inbound calls in the same thoughtful way you treat all cold calls, you’ll make the best use of your time and energy. You’ll uncover the truth about your potential client’s situation. And you won’t get caught up into the chasing game.
You’ll also make a great first impression. Your prospects will feel that this first contact with you has been a pleasure for them, void of any sales pressure. They’ll trust you’re not just out to make an easy sale – that you care about helping them solve their problems.
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