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Every Cold Call Needs a Problem to Solve
by Ari Galper, Founder, Unlock The Game  

Make your cold calling about them, not about you

In the old way of making cold calls, we offer a sales pitch to a perfect stranger, cross our fingers, and hope for the best! 

This really doesn’t work very well in building a business relationship (or any other relationship, for that matter).  This is done best by stepping into the world of the other person and finding a problem we can solve for him or her. 

That’s how we begin a conversation with another person – talking about them rather than talking about ourselves.  It’s just a very common dynamic that occurs in any human interaction.  When you’re dating somebody, for instance, if you just talk about yourself, they’re not going to like you very much! 

It’s the same in cold calling. Don’t talk about your solution for a while.  Talk instead about their problems for a bit. 

It’s a movement of dialogue.  This dialogue is around talking about their world and not about your product.  That’s the shift.  All you have to do is identify three or four major problems that your product solves, and use those problems as phrases to begin the dialogue of your cold call.

You see, this new cold calling approach has to be tied to a specific, real problem that the person experiences in their world.  This is needed in order for them to feel comfortable having a conversation with you.  When you’re relevant to them and their world, they trust you.  They sense that you’re there to help them solve a problem – not sell a product.

So remove yourself for a moment from what you have to sell, and think about what problem your solution solves for somebody.

For example, if you’re in the a coaching industry, think about what problem you’re solving for your clients.  And then in your cold calling, address the problem right away.   You might say, “I’m just calling to see if your company’s open to the idea of using coaches to improve management performance.”

When you use the word “open,” people respond positively.  Who would say “no” to being open?  You’re not challenging them.  You’re not forcing a solution.  You’re not even saying what you’re offering to sell. You’re simply asking a question around whether they have a particular problem. 

This also invites a question back to you.  Potential clients will often ask at this point who you are and what you do.  They might say that they already have a service, but they may need some more help.  So it opens up even more conversation.

Here’s an example of how salespeople focus their cold calling around something that appears to be a need, but they haven’t tied it to a specific problem. 

Let’s look at financial services.  In this case, people who sell financial services start cold calls with a focus on the future of the person’s situation.  They might say, “I’m just calling to see if you’d be open to some new ideas to help you increase your income.” 

The better approach here would be to problem solve.  For example, “I’m just calling to see if you’d be open to identifying any gaps in your portfolio that might be holding you back in some way.”

It’s about problem solving and closing gaps, as opposed to promoting a beautiful future. “Hire me and I’ll make you a lot of money!”  Everyone does that.  That’s the problem. It gets old and very tiring

You see, there’s no push here.  There’s no sales pitch.  There’s no presentation.  The conversation is focused on really seeing if the person has a problem, and if they want to solve it. 

After the first few phrases, you have a natural conversation back and forth. They may say, “What’s your service?” “How much does it cost?”   And that’s the time to begin to really tell about your service—but not before that.

If you don’t talk about your solution for a while and instead talk about their problems, you’ll find yourself having better and deeper dialogue, with more trust. 

So be careful not to immediately go into a presentation and spend the conversation talking about your service.  In this new way of cold calling, you’re asking in a very conversational tone whether the other person has a problem that you can solve. 

You won’t believe how this simple technique can make such a difference in the way potential clients receive your cold calls.  Tension and resistance are vastly reduced, and results are vastly improved. 

 

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 


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  Rip up your sales script and easily get your message across 
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October 20, 2014         Quote Of The Day

"When the Mindset underlies and inspires everything you say, you don't try to answer the objection. You simply accept it as valid, and you go beyond it to suggest more conversation about their situation that may spark a connection between the two of you."



Over 72,060
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October 20, 2014         Quote Of The Day

"When the Mindset underlies and inspires everything you say, you don't try to answer the objection. You simply accept it as valid, and you go beyond it to suggest more conversation about their situation that may spark a connection between the two of you."

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