Sandler Rule #38: The Problem the Prospect Brings You Is Never The Real Problem
Cold Calling Is About More Than Making a Sale
When people think about cold calling, they envision an aggressive phone call in which the caller pressures the person on the other end of the line into making a purchase. To me, this is the worst example of cold calling. This is what gives cold calling a bad name. One thing they have right is that cold calling involves making a call to someone the caller does not know, but there is a great deal of difference between what professional cold callers do and that negative image.
My business, One of a Kind Sales, uses cold calling to qualify leads and set appointments. Generally, we work from a curated list of prospects that have been identified because of their specific role in a business. Our objective is to understand whether any of these prospects have a need for or an interest in a particular product or service. This is sharply differentiated from attempting to sell the solution. Often the selling process is handled by a different person who is a solution expert. In our process, which we’ve used successfully thousands of times, if the caller determines there is no need or no interest in the solution, we end the interaction on a positive note. However, if a lead is qualified, meaning that they have a need and an interest, our team sets up an appointment for the expert who will speak to the prospect about the solution.
These cold calling interactions also have the potential to generate referrals. For example, if a lead is not qualified, the caller may ask whether there is another business they might recommend that we speak to that may need the solution.
Beyond the objective of near-term sales, cold calling can be used in other ways:
Market research – Speaking to a potential prospect is an effective way to gauge interest in a new product or service and get a better understanding of market needs.
Competitive research – Talking to your ideal prospects can help you gain insight into competitive activities.
Education – When a product or service is complex, cold calling can be done to provide general information that will give the prospect a better understanding of the product. Sometimes this is done in anticipation of the launch of a new product or service.
No matter the objective, cold calling should always be thought of as a way to establish a positive relationship with a connection that would enable you to re-approach them as a “warm” contact at a future point in time. Well-trained professional cold callers are skilled in establishing rapport quickly, and they have a genuine interest in learning more about their prospects’ needs.
When thinking about cold calling, it’s time to leave behind that old stereotype of the-high-pressure phone call. Given the competitive marketplace and the proven utility of cold calling, we need to think strategically about all of the options in the sales toolbox and deploy them when and where they can have the greatest impact.
If you are wondering whether cold calling could be a good approach for your business give me a call at 908-879-2911 or email me at nancy@oneofakindsales.com.
Nancy Knows #23: Don’t Talk Too Much!
Becoming Resilient in Sales
Have you ever been in a sales slump? I think all of us have at some point. But one of the things that I’ve realized over the years is that how we think about these situations and how we speak about them makes a real difference in how resilient we are. Ultimately, our resilience impacts how successful we are at managing through a period of slow sales.
I was struck by a recent article I read on the topic of resilience that was published on CNBC.com. A Harvard-trained psychologist said that we can identify resilient people based on how they talk about the situation that they’re in. They tend to be very deliberate in what they say about their challenges. Typical statements that a resilient individual might say to describe a difficult circumstance might be: “I can get through this,” “What can I learn from the situation?,” or “This is something I need to let go of.” To me, these statements reflect a recognition that they have control over how they respond to any given situation.
While the psychologist focused on what was being verbalized, my thoughts turned to ‘self-talk’ – the internal dialogue that we all engage in on an ongoing basis. I think that what we say to ourselves about a situation impacts how we feel and how we are able to respond. Our ‘self-talk’ shapes our reality and regulates our emotions. As a result, ‘self-talk’ can impact the outcome because it affects behavior.
If you find yourself thinking only negative things about a challenging situation like slower sales, you may be headed for trouble. Try thinking about whether you can turn the situation around in your head and look for aspects that you can control, whether it is how much you think about it or whether you can take steps to address a portion of it.
I’m not suggesting that we all become unrealistically optimistic, but I am suggesting that how we perceive a situation (as expressed in our self-talk) influences how effectively we can act. I believe that we can manage our thoughts to achieve the resilience that is going to help any salesperson work their way out of a slump.
Have you recently felt challenged by this? If so, reach out to me, and let’s get a conversation going about we might be able to find a way to help. Contact me at One of a Kind Sales by calling 908-879-2911 or emailing Nancy@OneofaKindSales.com.
Sales Objections: 5 Steps to Get to the Heart of the Matter
Salespeople who are addressing complex customer challenges can spend a great deal of time anticipating and handling objections. In my experience, I’ve seen that the skill it takes to identify and address objections varies widely across salespeople. Here are the steps my team and I take to get at the true objections and discover once and for all whether a prospect is ready to move forward.
Step 1: We listen attentively and seek clarification as needed.
When a prospect presents an objection, resist the urge to interrupt or defend your product/service. Your ability to listen shows the prospect you take their concerns seriously.
Seek clarification using open-ended questions as needed to ensure you understand their concerns fully. This step helps you dig deeper into their underlying motivations and fears.
Step 2: We empathize and acknowledge their concerns.
Show empathy by acknowledging their objection without dismissing or belittling it. Let them know that their concerns are valid, and you appreciate their honesty. Establishing a genuine connection will encourage openness and trust.
Step 3: We carefully explore the root cause.
We’ve found that objections are often smokescreens for deeper issues. This is why it is so important to “get to the heart of the matter.” Skillfully probe your prospect’s reservations and encourage them to share candidly.
Step 4: We confirm our prospect’s interest before moving forward.
Armed with a deeper understanding, it could be time to present tailored solutions. But before you invest the time, confirm that the elimination of the problem would result in a project that is likely to move forward. A genuine prospect will show signs of receptiveness. If they are lukewarm despite your offer of a tailored solution, it is an indicator that it is time for you to move on to the next prospect.
Step 5: If appropriate, we offer the solution and ask for a commitment.
Once they have reviewed the customized solution, you might ask them what they believe the next step in the process should be. You’re looking for a commitment to the next step – a willingness to move toward a close.
Remember, not every objection can be overcome. Sometimes, we may uncover that our prospect is genuinely not interested or current circumstances prevent them from moving forward. Respect their decision and gracefully accept a “No.” Cherish the truth, as it allows you to focus on more promising prospects. By following these steps, you’ll be equipped to navigate objections with finesse and determine when it’s appropriate to continue a sales process.
At One of a Kind Sales, we love sales and cold calling in particular. If you need help with bringing your sales team to the next level or if you would like to outsource your cold calling, give us a call at 908-879-2911.
