by Nancy Calabrese | Aug 4, 2020 | Cold Calling Success, Guide to Sales Prospecting Success, Sales Prospecting Success
The process of Cold Calling is fraught with fear and frankly, a bit of misinformation. In this post we will talk about what a Cold Call should and should not include and the steps you need to take to get the best outcome.
Cold Calling is the process of reaching out, via the phone, to a prospect – someone who has been identified as someone who may need your product or services.
A Cold Call is NOT a SALES CALL but a CONVERSATION.
The GOAL of the call is to see if the person is, in fact, a good prospect, if they have a problem you can solve and to set an appointment with a decision maker for a future call. Today we will outline Step 1: The Cold Call
By methodically following these steps, you will learn how to make Cold Calls that result in qualified appointments.
First, identify who you will call
A good call list is key to effective calling. Calling any and every business in the phone book WILL be a waste of time. The same is true for calling from an old or outdated list. Make sure you are calling from a clean list of good prospects. Spending time on curating and cleaning your list will lead to better results!
Memorize and internalize your script
Your job will be easier if your script is memorized and its delivery becomes second nature. This way, you will sound more natural and be able to focus on LISTENING and pivoting as needed instead of reading and sounding like a robot. Memorizing the script will allow you to OWN it – to make it your own and to deliver it naturally.
A script will also keep you on track, helping you get to NO more quickly and on to your next call without wasting time.
For more on Scripts and making them work for you, please download our e-book, “Ditch the Script”.
What you do NOT need to do
You DO NOT need to do too much research on the prospects before you call. Make sure you have their name, the company name and some basic info about the company but this will be a CONVERSATION, not a sales call so the prep is minimal. There will be time to do research if and when you have set an appointment.
Pick up the phone
The goal here is to have a 4 – 9-minute CONVERSATION with the prospect. During the call, you don’t want to sound like every other sales caller.
What NOT to say
Opening with “Hi my name is Nancy Calabrese and I work for One of a Kind Sales. How are you?” is a BAD IDEA!
Upon hearing an opening like that, the prospect’s natural reaction is likely to be, “Oh NO! It’s another sales call” and they will probably want to get you off the phone!
“How are you?” is simply disingenuous. Don’t ask.
What to say
What you SHOULD do is to determine if they are the right person for the call and ask permission to give you 30 seconds for the reason for the call.
THEN introduce your company, explain what you do and share what “issues” business executives are experiencing. Ask if they are experiencing any of these issues… and be quiet. Let them respond.
Uncover their pain points
Once they share what their issues are, we need to get to the root of their problems. Keep them speaking about THEIR problems. Uncover their pain and the loss(es) to the company and their bottom line. People buy based on emotion – try to connect on a level where they can feel comfortable disclosing their feelings.
Shut up and LISTEN
Ask probing questions and then really LISTEN for the answers. Ask follow-up questions to dig deeper. Remember to EMPATHIZE. This is a conversation, not a sales call.
Evaluate if this is worth pursuing
By this point in the conversation, you should have a good idea of whether or not your product or services can help this person. If you can, move to set an appointment.
Set the appointment
Rather than try to answer all their questions now or start trying to actually SELL them on this call, explain that you don’t have the time to go into it now and set an appointment to discuss this further. Ask if there is anyone else who should be on that call and coordinate as needed to get this on the calendar.
Appointment details
We recommend setting the appointment for no more than a week or two out from the first contact and to plan for a 30-minute first time call. We find that is a good amount of time to learn more about their issues outline the process and to determine if we can move towards closing a sale.
In 30 minutes, you have a deeper discussion of their issues to determine if they are worth moving to the next step. You can then set yet another appointment to move forward.
If they won’t commit to even 30 minutes, they are probably NOT a real prospect and you may want to cut your losses. The same is true if they want to set up the first time call for a month out. Yes, you can call them back in a month to check in but that is NOT an “appointment”. See below for digging deeper to determine which path to take.
Do they foresee any conflicts?
Ask if there are any obstacles they foresee that may prevent them from making the call. See how you can accommodate those concerns (maybe re-schedule now rather than have a conflict then) or invite someone who needs to be involved in the process. Addressing these concerns now will help ensure that the second meeting actually takes place.
Review the agenda
Before ending the Cold Call, set and review the agenda for the next call so you are both on the same page as to what will be covered and let them know that you will be sending a questionnaire. These mini ‘buy-in’ steps will help you move closer to the final closing of the sale, building trust and solidifying your relationship with them.
Send the questionnaire
Our procedure involves sending prospects a questionnaire to collect some additional information about their problems. It also is a signal to us that they WILL be involved, it gets some skin into the game and helps prepare you for the meeting.
They may NOT be ‘appointment worthy’
NOT all Cold Calls will lead to an appointment. Your job is to determine who is worth continuing to speak with AND to weed out those who are not. It is NOT a failure on your part to end a call without an appointment if they were not, in fact, ‘appointment worthy’.
Some prospects are not worth setting an appointment with, either because they don’t have a problem you can solve or they are happy with their current provider. If this is the case, exit, but be sure to ask for a referral!
Ask for a referral
Just because they didn’t do business with you doesn’t mean that they don’t know someone who might need your help. Studies show that 20% of prospects are naturally helpful and WILL offer referrals. Another 20% are just NOT going to do it. But the vast majority, that other 60%, MIGHT so definitely ASK!
Prep for the first–time call
Remember when I said you did NOT need to do any research before the Cold Call? That was because we didn’t know if there would even BE a meeting. Now that we do have an appointment set, take some time to learn a bit about the company, review the questionnaire responses, pull a few case studies that might be relevant but don’t overdo it as you will continue probing in the first–time appointment as well.
Prepare to make a strong impression with data or stats, without bowling them over with a hard sell.
Remember:
Don’t schedule your appointments too tightly – leave a gap in between to allow for additional time with a prospect if needed and to take care of your other tasks. And build in time to PREP for the calls as noted above.
Cold Calling is a VITAL part of any businesses’ growth strategy. It need not be something to fear! If you hate Cold Calling, give us a call at 908-879-2911 – we LOVE Cold Calling and can do it for YOU!
And keep an eye out for our next post which will be a step by step guide to the first-time appointment.
Other posts in this Step by Step Guide to Sales Prospecting Success series:
Step 2 – The First Meeting
Step 3 – Part 1: How to Overcome Objections
Step 3 – Part 2: How to Overcome Objections
Step 4 – The Close
by Nancy Calabrese | Jul 27, 2020 | Podcast
On this week’s episode of Conversational Selling, we sit down with special guest Matt Heinz. Matt is the President of Heinz Marketing, which focuses on B2B sales and marketing based on buyer insights and market-driven best practices. He is also the host of a weekly podcast, Sales Pipeline Radio. He is also a prolific author, nationally recognized, award-winning blogger, and dynamic speaker, known for his keen insights and actionable takeaways.
“I think, first of all, it’s just being willing to write and talk the way that you would if you were in front of someone in a casual format. There’s an awful lot of our marketing that, if we look at it and think about it, and if we’re honest about it, is us trying to get a message across to a prospect. It’s us trying to say something that we want to say. That is a one-sided conversation, it is technically not a conversation, but it is. I think if you can have a two-way conversation that, if you’re the seller, is really focused on what the prospect wants, what the buyer wants, what they’re looking for, you’re much more likely to get the engagement you want,” says Matt about the nuances of conversational marketing.
We chat about Matt’s podcast and how it has helped his business, as well as:
- The nuances of conversational marketing
- How sales and marketing have changed post-pandemic
- What’s keeping him optimistic about the future of marketing
- How a clear, concise, and informal message can boost your marketing results
- And more
Listen now…
Mentioned in this episode:
Transcript
Nancy Calabrese: Welcome everybody to Conversational Selling. This is a podcast where sales leaders and experts are going to share what’s working now in sales, sales management. And it all starts with that human conversation. I’m your host, Nancy Calabrese, and I am so excited to welcome Matt Heinz of Heinz Marketing and the host of weekly podcast series Sales Pipeline Radio.
So, Matt’s the president of Heinz Marketing, his weekly podcast featuring the brightest minds in b2b sales. He is an engaging speaker as you will hear, a repeat winner of several top 50 awards including Sales Lead Management, Sales and Marketing Influencers and most recently, Top 50 Keynote Speakers. Matt, that’s a lot of tops. Welcome to the show.
Matt Heinz: Well, it’s my pleasure. Thanks so much for having me.
Nancy: Yeah, I’m really excited to learn a whole lot about you. So you have two really important businesses, your marketing business and the podcast where you’re able to exchange b2b ideas with other sales leaders. Tell me more about what motivated you to start the podcast and how has that helped you in your business?
Matt: Well, our business has really been grown over the last 12 years on our content, you know. I don’t know 12 years in, I still don’t have a salesperson or a sales team. You know, we don’t have a dedicated marketing person but we do create a lot of content. I’m on a print journalist by trade and education. And so, you know, started just writing blog posts and doing written content from the very beginning.
And about almost five years ago, I decided to, you know, take a leap into podcasting. And I’ve really enjoyed it. It’s kind of a different strategy. It gives us another channel to reach and release, sort of, you know, share other ideas. And, quite frankly, it’s been a great way to engage prospects. You know, we invite a lot of prospects on to talk about their sales and marketing strategies on the podcast as well.
Nancy: Yeah, awesome. And when all of you get to his podcast, I’ve joked around with Matt that he should have been a broadcaster. He’s a natural at it. So one of the other things I’ve noticed your post is, are you a pro at conversational marketing? Tell me more about that.
Matt’s Take on Conversational Marketing
Matt: Well, I think of conversational marketing two different ways. I mean, there is the sort of, I guess, tactical definition which had been promoted extensively by Drift, which is a sort of an intelligent chatbot tool that companies can put on their website. And from their perspective, I think conversational marketing means instead of asking people to just fill out forms and just blindly walk around the website, it engages your prospects in a conversation in real time, right? When they’re on the website, you know, depending on what they’re looking at.
I think more broadly, to me, conversational marketing is simply sort of a reminder that we are people talking to people, even if we’re business to business. And I think, you know, it’s really important to make sure we are not preaching to prospects, that we are not writing too formally, that we are truly conversing with the people, with our prospects, with our customers with our employees. And I think it’s, you know, that conversational, more informal approach is what most people want.
Nancy: Yeah. So what do you have to do differently in conversational marketing versus having a human conversation? What are some of the nuances?
Marketing as a Two-Way Conversation
Matt: Well, I think it’s, you know, I think, first of all, it’s just, you know, being willing to write and talk the way that you would just if you were in front of someone in a casual format. I think it’s also understanding the context in which that, you know, prospect or customer or individual is in. What are they interested in right now? What are they looking at? What are they trying? What are they seeking? And just having a real-time conversation about that.
I think it’s, you know, there’s an awful lot of our marketing that if we look at it and think about it, and if we’re honest about it, it’s us trying to get a message across to a prospect. It’s us trying to say something that we want to say. That is a one-sided conversation. It is technically not a conversation, but it is, you know, I think if you can have a two-way conversation that if you’re the seller, is really focused on what the prospect wants, what the buyer wants, what they’re looking for, you’re much more likely to get the engagement you want.
Nancy: Yeah, I totally agree with you. You know, for many of us, including me, I never thought I would be passionate about sales, not what I studied, and lo and behold, I got the fight many years ago. How did you get started in sales? You had a journalist background, right? Journalism.
Matt: Yeah, yeah. Journalism and political science degree from University of Washington, never took a business class, don’t have an MBA. You know, just really just, you know, took different jobs that got me engaged in sales and marketing. You know, and I, and I’ll preface this with, you know, I am a lifelong marketer. I am definitely on the marketing side. But I think as I worked with more and more companies, and as we dealt with, you know, more and more complex sales and complex buying processes, I realized how important it was for sales and marketing.
We work so closely together. And so I wouldn’t describe myself as a sales expert at all, but I would say that, you know, to be an effective enterprise marketer, to be an effective, you know, complex buying cycle marketer, you have to understand and appreciate the sales side of the equation so you can integrate those efforts effectively.
Nancy: So, what are your recommendations about getting the two together? How should they be working together?
Matt: Well, I think there’s two keys to that. One is making sure you’ve got the same metrics, that you understand, you know, how much demand is required to hit a certain amount of pipeline to hit a certain sales number. I mean, so starting with the right metrics and then working down towards who are the right prospects? Who are the people we want to talk to? You know, having that as your foundation, what numbers do we need to hit?
Who are the people we need to hit them with? And then sort of working through going from strategic alignment, meaning we agree to the same numbers, we agree who we’re working towards, to operational alignment, which is, what do we do Tuesday morning? Like if a lead comes in that we all agree is a good lead who follows up? What do you follow up with? How many times do you follow up? Where do we record this?
I mean, there’s a level of very detailed integration that we work with our clients on to ensure that that integration happens, that you’re putting your best foot forward with your prospect, and that you can do that again and again seamlessly so that not only the prospect is getting the best experience, but so that you’re creating the greatest efficiency and conversion of those prospects through your pipeline.
Nancy: Yeah. It’s all about communication, right? Conversation, it goes back to being on the same page and having no mutual mystification if you would, right?
Matt: Absolutely.
Nancy: Making it clear. And so, from your marketing point of view, do you target any particular industries or have any special niches?
Matt: You know, we target prospects in across a lot of different industries, I would say. You know, a lot of technology, a lot of cloud computing, a fair amount of manufacturing and healthcare. But, you know, our focus is really b2b and that complex sales process. It’s understanding, you know, taking what can sometimes be months, if not quarter-long sales processes and breaking it down to steps that make sense to buyers and sellers. And we find that there’s commonalities of how that works and needs to operate across both the sales and the marketing teams.
Nancy: Mm-hmm. You know, it’s June 29. We were pretty close to the end of the first six months. And three months ago, I mean, the world changed, and it’s still changing. And we’re in great industries. Marketing, there’s always a need for that. Sales, always a need for that. But marketing and selling has definitely changed to your point with conversational marketing. What is the biggest change in your mind? And what are you doing differently as an organization?
What’s Different About Heinz Marketing?
Matt: Great questions. You know, we have really doubled down on our mission of being a sort of a teaching organization. I think that, you know, when I think about our sort of noble sales purpose, if you will, it’s to be a teaching organization that helps our clients understand a better way of doing business. And, you know, that includes doing that for companies that aren’t paying us. We’ve invested in some pretty significant resources this quarter to help companies get through these difficult times, to help rethink the way they’re going to market.
I mean, you know, four months ago, three or four months ago, all of a sudden, all of your field marketing and options went away. All the events you could do went away. So you had to rethink, Okay, I still have to hit pipeline, I still have to hit my numbers. How am I going to do that? So lots of companies were working through those that we’ve helped with, you know, had numerous conversations with past clients, you know, with people that haven’t spent a dime with us just helping them think through those things. We’ve done a series of Friday morning CMO coffee talks with a partner.
And we’ve been, you know, sort of, and we get over 100 CMOS that join us Friday mornings just talking about what’s going on, the pivots they’re making, the things they’re testing, how they’re taking, you know, live events virtually, how they’re taking field marketing and putting that into digital channels. And so we’ve just figured, listen, we’re playing the long game here and we know that not everyone has budget they can spend right now but we still have an opportunity to help our clients and help the company on the b2b marketing community overall.
Nancy: Yeah, and Friday morning, 100 CMOs, that’s pretty awesome. Yeah, and I think we’ve all had challenges, certainly during this period. But I also feel we’ve gotten through the first six months of the year and we should be congratulating ourselves for surviving. What successes can we share, or can you share with my audience? You know, what have you done that has kept you afloat in addition to some of the, you know, the assistance you’re giving companies without compensation?
Matt: Well, I mean, I think as any small business, you need to look at your numbers and make sure okay, like, look at your cash projection and say, okay, what’s, you know, do we have enough money, if sales are going to be down a little bit, to continue? Do we need to conserve cash in a few places? You know, we were lucky enough to get some of the Payroll Protection Program money, which was certainly useful this quarter.
But I think, you know, we’ve also just, you know, continued to sort of pivot to new ways we can help clients. We created a product this quarter called Pipeline Rescue, which instead of being a long, you know, more traditional project for us was a very short and very precise program to sort of help people identify opportunities in their pipeline as well as leads in their database that were more likely to engage and convert in a short period of time, that had a more acute need that, you know, that a client can solve.
And so instead of being, you know, sort of a three or four-month project, it was literally a two-week project to quickly get to results so that they could start to unstick deals. And so, you know, just like our clients, like we had to figure out a way to reposition, and in some cases, repackage what we’re good at and what we can do to help the market. And that has been, you know, being proactive and doing that has been very important and very successful for us.
Nancy: Yeah, and I think the key word here is being proactive, right? Thinking ahead, thinking about what we can do as organizations just as a whole to forge forward. What do you think mindset had to do with this period? What would you say about that?
The Importance of Self-Care
Matt: Couple things. One, you know, just, you know, I’ve had my business for 12 years. And there have been, you know, there haven’t been pandemics through that whole 12 years, but there have been challenges along the way. And I think you just have to realize, you know, you got to be kind of even-keeled in how you approach it. You got to think about different options. You got to realize and recognize that at every stage of our company’s growth, there isn’t any, there aren’t any guarantees.
There isn’t, you know, there aren’t any assurances you’re going to get that something’s gonna work. But I think they go into things with your eyes wide open, to have more than one option to, you know, to be proactive at testing new things. And just to be open to that change. I think the other thing that has been really important, and we talked about this on the Friday morning CMO events quite a bit is this, you know, metaphorical concept of putting your own oxygen mask on first. The fact that, you know, it’s really important that you focus on self-care.
And I would, I don’t think I was very good at that at the beginning of this. You know, as things shut down, like we closed our office before some of the lockdowns, the stay at home orders came into place. And so we’ve been all work in home for while. But, you know, in that there was a time three months ago when like the sports teams were shutting down and they were telling us all to stay in place and like, it just felt like there was like, these bombs going off all over the place. And as a business owner, I just felt Okay, I’m just gonna lean in, I gotta figure out what to do with my team, I got to figure out what to do with my clients, I got to figure out the projection.
And it was really easy just to, I mean, I’m recording this as I sit in our little, my little basement office, it would have been easy just to sit down here like all day, and just use it as a bunker and not prioritize being healthy and taking time off work and, you know, turning the computer off and reading a book or playing with the kids in the yard. So I think, you know, being flexible and agile, I think would be how I would summarize my first answer and the second one is just to prioritize self-care.
Nancy: Self-care is so important. You’re so right. You know, I, like you, we kicked into high gear, major high gear and, you know, through April. And by the end of May, colleagues of mine, we all started feeling like whoa, we got to just slow down a little bit. And I don’t know about you, but we were all so focused on staying afloat that it zapped our energy. So you’re so right with self-care. So what makes you optimistic about the future of marketing, sales in general?
Matt: Oh, man, I mean, I think, look, attention spans are continuing to, continue to shrink. People are busier than ever. I feel like the more information that is available to buyers in any, in a number of different industries, the more we have available online, the more we have coming at us, the more confusing it all is. So the ability for marketers, I mean, this is, I go back to sort of my training as a journalist, right?
I mean, it’s not about, as a journalist, you don’t learn how to write, you learn how to tell stories. And so the ability to create a compelling story that speaks to your prospect, that cuts through the clutter, that converts your marketing from being interruptive to being irresistible, to being something your prospects want to engage with. That skill, that differentiation as a marketer, as marketers, as a marketing team, as a brand is going to only increase.
I think that the opportunity for companies to look at their marketing and to think of it as media channels, to think of their company as a media brand, to not have to rely on renting the attention from third parties, whether they’re events or magazines or websites, but to own that attention, to earn that attention to be a channel have great content for your prospects that they want to spend more time with. That is enormous opportunity that some companies are doing a really great job at already.
Nancy: Wow, you know, how can my people find you?
Matt: I’m at heinzmarketing.com most days. It’s funny, like we have, before we started this, you were mentioning that our website’s down. Apparently, there’s a WordPress server that’s down right now. So hopefully by the time you listen to this, you can go to heinzmarketing.com. That’s just HEINZmarketing.com. You can reach me at Matt, MATT@heinzmarketing.com. And we’re posting content on all, every day on both our website as well as on Twitter just at Heinz Marketing.
Nancy: Awesome. What about Sales Pipeline Radio?
Matt: Salespipelineradio.com. We’ve been publishing now for two years. We’ve got almost 250 episodes available on demand up on the website. We publish a new episode almost every week, and we’d love for people to check that out. You can catch it all. You can subscribe, just find individual episodes at salespipelineradio.com.
Nancy: Yeah, I highly recommend it, folks. I’ve listened to several of them and they’re all worth the time. You always walk away with a nugget. And, you know, in wrapping this up, I like to close by offering one takeaway. It’s a crazy climate, you’re passionate about the outreach. What takeaway can we give our listeners that can be applied immediately?
Deformalize Your Marketing
Matt: You know, the one thing I would do is just to write the way that you talk. I mean, you started this conversation around the idea of conversational marketing. You know deformalize your marketing. Look at what you’ve written and cut at least 33% of the words. Spend time making your message clearer, more concise, more approachable.
Nancy: Love it. Love it. Matt Heinz, I thank you. Thank you for spending time with me this morning and I hope to have you back on the show soon.
Matt: I’d love that. That sounds great.
by Nancy Calabrese | Jul 27, 2020 | Podcast
On this week’s episode of Conversational Selling, we speak with special guest Morris Sims. Morris had a fantastic career at New York Life Insurance, eventually becoming the Chief Learning Officer for sales, and heading a training department responsible for training over 80,000 agents and managers. He has since gone on to become an instructor at The American College and President of Sims Training and Consulting.
“In my opinion, the real impact is on how we communicate with one another. Sitting across the table from each other probably isn’t gonna happen as much as it did once, in the olden days, prior to COVID-19, but the sales process itself has not changed, in my opinion. We still have to approach people, we still have to help them figure out what it is they want and need, and then show them solutions for that and help them make a decision. That’s the sales process— it always has been and always will be,” says Morris about the pandemic’s impact on the sales process.
We chat about the pandemic’s impact on the sales process, as well as:
- His insights on sales training
- What elements make a salesperson effective
- The future of selling and what makes him optimistic
- The importance of asking questions, and what kinds of questions a salesperson should ask
Listen now…
Mentioned in this episode:
Transcript
Nancy Calabrese: Welcome everybody to Conversational Selling. This is the podcast where sales leaders and experts will share what’s working now in sales and sales management. And it all starts with that human conversation. I’m your host, Nancy Calabrese. And I’m excited, very excited to welcome Morris Sims of Sims Training and Consulting.
Morris had a fantastic career at New York Life, where after several promotions, he became vice president and chief learning officer for sales. He went on to head a training department and trained 80,000, yes 80,000 is the correct number agents managers, and that’s quite a feat. He is an instructor at the American College and, of course, the president of Sims Training and Consulting. I am so very happy to have you here on my first podcast. Welcome aboard.
Morris Sims: Nancy, thank you very much. It’s wonderful to be here. I’m looking forward to the conversation.
Nancy: Wonderful. So what have you seen in terms of the COVID impacting sales today?
Morris: Nancy, I’d say, in my opinion, the real impact is on how we communicate with one another. You know, sitting across the table from each other probably isn’t gonna happen as much as it did once in the olden days, if you will, prior to COVID-19. But the sales process itself has not changed in my opinion. It has not changed. We still have to approach people, we still have to help them figure out what it is they want and what they need, and then show them solutions for that and help them make a decision. That’s the sales process. It always has been And always, I think, always will be the sales process.
Nancy: Yeah. Well, you know, for many of us, and again, including me, I never thought I would be passionate about sales. I went to college to study, to become a social worker. And lo and behold, I got the bug when I turned 30. How did you get started in the business? I think I read that you were an engineer by trade.
How Morris Became a Master of Sales
Morris: Yeah, that’s where the education came from, I guess. I became a chemical engineer after five years of college at Auburn University and spent the next five years practicing my engineering and did okay. I was alright, but, you know, Nancy, I wasn’t having any fun. It was just not a lot of fun working in a chemical plant as much as I thought it might be. And I wanted to run my own business. And lo and behold, long story short, I became a New York Life agent and spent three years doing that.
And they came to me and said, Gee, you do that pretty well. Why don’t you come over here and teach other people how to do what you do? So I jumped into management and went from New Orleans to Little Rock to, pardon me, to Monroe to Little Rock to Dallas and then to the home office, where they asked me to run sections of the training operation and wound up retiring as the vice president and chief learning officer. So when you say 80,000 people that, my department had mentioned that at my retirement, and what it boils down to is that’s the number of agents who came through New York Life during my 30 years of working in training.
So that’s kind of where that number came from. It sounds a bit audacious, but that’s kind of where it was. So I had a tiny finger in the training of those 80,000 agents. And some of them I actually did get the benefit and the glory and the wonderful opportunity to actually train. So it’s been a blast but as you say, it’s a bug. I love sales. I love the process of sales because it’s all about helping other people get what they want. That’s our job. That’s what we do as professional salespeople, we help other people get what they want.
Nancy: No, I completely agree with you. And it’s hard to describe the feeling, you know, the thrill of the kill when you’re doing something to assist someone and the deal closes and you feel like everything’s been done right. That ties into another question I had, and I want to go back to New York Life. What type of sales training did the company and you provide? I’m a big believer in ongoing training and I’d love to get your thoughts on that.
Morris: Well, what we did as a company, and the company still does, is provide that training for our agents and managers. Some other companies and some other operations in different organizations actually require the salespeople to pay for their training. At my company, we did not do that. We provided it. And from the minute they walked in the door, we started with that whole discussion of the sales process and what it boils down to.
And it really became a question of how do you get on the same side of the table with someone, help them figure out what it is they need, and then show them solutions for that and let them make a decision and then help them make that decision. Because we all know that procrastination is out there in each and every one of us, and sometimes you just need somebody to help you see the right decision for you and let you make that decision.
That’s kind of the way we did it. The philosophy that we had about sales and that I still have about sales. And the training, as I say, Nancy, began when you walked in the door, it continued every week, two or three times a week for three years. And then after that, several times a quarter for continued training and continued the work toward helping people get better what they do all day long.
Nancy: Yep, yeah. Well, to master it, right? People that master it, don’t have to think about it, but they still participate in the training to keep their skills sharp, right? And I often, you know, it’s funny, I often use the Tom Brady analogy. He wins the Super Bowl and goes back to training. So he doesn’t miss a moment, right? Of skill development. And I think as sales professionals, not only is it a benefit, it’s really critical to continuing the skill set. Would you agree with that?
Morris: I have had the pleasure of working with some of the best salespeople in the United States. And I can tell you wholeheartedly each and every one of them is all about sharpening their skills. One gentleman that I work with has been the top agent at New York Life for several years. He constantly goes around to all the offices and does speaking engagements and talks about the sales process, how he sells, how he finds new people to sell and what he does in his business.
And he tells me, Morris, I do that because it helps me. It makes me think about how I’m going to approach and how I’m going to say things and what I’m going to say. And it allows me to sharpen my skills. So yeah, Nancy, the top, the best of the best are out there practicing some way. One way or another they’re out there practicing nearly every day.
Nancy: Every day. And you know, you kind of answered my next question, which was gonna be well, what do you believe will make some in sales successful while others may struggle?
Thinking on Purpose
Morris: There’s a couple of things that I really am strongly behind on that question. And at first, it starts with thinking on purpose, a phrase I coined a while back. Thinking on purpose, I mean, we think all the time, right? I mean, that’s kind of what the brain does. It goes around thinking, but every now and again, you got to stop and think on purpose about your business and about what you’re trying to accomplish. We salespeople get so involved in the minutia and the working in our business that we forget to stop and work on our business.
And it’s the people who stop and work on their business who know clearly, have clarity around their definiteness of purpose as Napoleon Hill called it. They know what it is they want. They know why they want it because that was going to get them over the hurdles. And then they’ve got strategies too, key strategies that are going to get them to where they want to be, and then an action plan to do it.
Now, you don’t get all of that without stopping the business for a few hours and think on purpose about exactly how you’re going to do that. Let the cat out of the bag here, Nancy, that’s my first big video on my YouTube channel is going to be the five ways to grow your business. And that’s a preview of that particular piece. That’s what makes people successful. Thinking on purpose and knowing what you want and getting strategies clearly defined, because focus is the key word, isn’t it, Nancy?
Nancy: Oh, very much so and just doing the activities that will take you to the next step. Speaking of activities, since we’ve all been experiencing life inside, if you will, and selling, in my opinion, is through COVID for sure. But there was a trend that selling was going to change from outside selling to inside selling. This COVID crisis really took a lot of salespeople, producers out of their comfort zone in their home office having to pick up the phone. What do you have to say to that?
Communication Will Remain the Same… Only the Methods Have Changed
Morris: I think you’re absolutely right. It is how we communicate that has changed, not what we’re communicating, and how we went about doing the communication. Once we connect, maybe that’s a better way to say it. It’s changed how we connect with people. We’re not going to connect face to face with everybody anymore, I don’t think ever again.
So we got to pick up on and utilize the technology that’s available to us. And certainly, the telephone is one of those things and doing what we’re doing right now, the virtual world, Nancy the webinar, the virtual meetings. I’ve become, our church is doing all kinds of stuff and I’ve become the master of the Zoom meeting, they say. It’s just, it’s so easy to put somebody on my computer screen and have a face to face conversation with them, yet they are 1000 miles away.
We have an opportunity there to expand our audience and as salespeople, expand our pool of prospects, if you will, that we can attract through our marketing and then engage them in the sales process. But it’s just a different way to connect with people. We’re not going to do it, you know, face to face and going up and meeting people and their businesses and other sundry ways. We’re going to do it online. We’re going to do it with email. We’re going to do it with text. We’re going to do it on a virtual space nowadays. And golly, gee, you know what, Nancy, our kids have been doing it for years. We just got to get on board.
Nancy: I may be dating myself, but I think of the Jetsons and the way they communicated in that TV show many, many years ago. We’ve been, we personally here have been fortunate because we’ve worked remotely for many, many years. We know that business can be done virtually.
But now the enhancement of all the video tools really allows you to have that human touch. And as I opened up, it’s all about human conversation, wouldn’t you agree? The connection of the sound of the voice in understanding, you know, and portraying that empathy, the active listening, all of those skills really come into play. It can work really well, I believe, over the phone, over a Zoom meeting.
Morris: Absolutely. I think you’re 100% correct. It still comes down to the conversation. And by definition, a conversation is a two-way street, which means that listening is probably more important, with all reality, than what I’m saying.
Nancy: Yup. It’s all about them, correct?
Morris: Yeah. Oh, totally and completely. If it’s not, if it becomes about me, I’m going to fail. It’s got to become, totally and completely it has to be about the person I’m trying to help and that’s the way I have and still continue to look at sales. I’m here as a professional salesperson to help you. I want to help you get what you want. You walk into Home Depot, Nancy, and you say I want a quarter-inch drill bit, you don’t really want a quarter-inch drill bit. You want a quarter-inch hole. It’s my job as a professional salesperson to help you figure out what the proper tool is to get the kind of quarter-inch hole that you need to get.
Nancy: A great analogy. I love it. So listen, I mean, what worries you about the future of selling?
The Future of Sales is as Bright as Ever
Morris: Oh, I don’t know that I’m worried about anything. It’s as bright and is as wonderful and opportunity today as it was 30, 40 years ago when I started messing around with it because we’re always going to need professional salespeople. There’s no way around it. Sales has been a part of our lives since the beginning of time, I believe, and they’ll always be a place for the professional salesperson. I’m not talking about the guy that’s out there trying to manipulate or coerce or drag people or push people into doing anything.
That’s not professional sales. That’s something else. I don’t know what it is. But it’s not professional sales. In professional sales, we’re trying to coordinate, trying to connect with someone who has a need. They’ve got a problem and it’s our job to show them what their solution opportunities are, allow them to make a decision, and if necessary, help them make a decision, and then help them solve that problem and get what they need for themselves and their family.
That’s what it’s all about. So I think that’s probably the brightest thing that’s ever been out there because people aren’t necessarily going to go to the store anymore. People aren’t necessarily going to go to collaborate with people face to face. So they need that professional who will reach out to them and engage them in the sales process for the things that are important to them. And that’s what we do.
Nancy: So they reverse of that, what makes you optimistic about the future? Anything that you haven’t said?
Morris: No, I think that’s the key, Nancy, to me, sales is one of those things, as I said, has been around forever and is gonna be around forever. And right now, because of the way that we as a society are connecting with each other, it’s more important and more necessary than it’s ever been, and more of an opportunity for people to go out there and do great things. And in the meantime, the other beauty of the sales profession is that it’s fairly lucrative because not everybody wants to do this. So, you know, I mean, if everybody was doing it and everybody wanted to do it, Nancy, they wouldn’t pay us as well.
Nancy: I hear ya. I hear ya. I, you know, going back to for me, it’s a drug. I just love it. I love learning about it and studying it. I can’t get enough. So let me, maybe we can end with this. You know, what I would really like our listeners to have is a takeaway. I think you’ve said a lot of really important things. And it’s all what I’m hearing from you, it’s about communicating with one another and asking the right questions to learn about their needs. What could be one takeaway that we can give our listeners that can be applied immediately?
The Person Asking the Question Controls the Conversation
Morris: The one thing that is out there that is always going to be a critical part of any sale and any particular sales process is asking questions. It is the person who is asking the questions that controls the conversation. It is the person asking the questions, who is going to find out and learn what they need to learn to be able to help people find the solution that’s right for them. Unless I ask questions and ask the right questions, then I’m never going to proceed in the sales process. So I think as far as the actual sales process is concerned, it’s asking the right questions and then listening to the answers.
Sometimes I’ve seen people ask questions left and right and they never listen to the answer. Probably one of the worst lines I’ve ever heard in my life came from, and not all car dealerships are a problem, but this particular young man had been taught to say, Mr. Simms, what is it that I need to do to earn your business today? And, you know, it just sounded so gross. It was just terrible because he didn’t really care what I wanted to do. He didn’t care about anything. All he cared about was making a sale.
So anyway, it comes back to asking the right questions and building that relationship. And people are going to say, Well, I can’t do that, Morris. I’m not face to face with people anymore. You can still build a relationship. You have the ability to have that conversation, Nancy, and that’s the key. If I can have a conversation with you, I can build a relationship. And once I do that and I get over that river of no trust, if you will, and we begin to be on the same side of the table where I can help you get what you want, then everybody wins. We all win and we all get what we need.
Nancy: Awesome. Awesome. Well said. So I, you know, I really want to thank you for speaking to us today about your insights selling. And I’d be curious to know how could my listeners reach out to you to learn more?
Morris: Thank you. Great question. The website is really hard to remember. It’s morrissims.com. So let me give you the spelling because there’s a lot of S’s in there. It’s MORRISSIMS.com. And we are experiencing a little bit of a technical difficulty right now. The forms aren’t connecting, so not working. So let me give you the email address as well. My email is morris@morrissims.com.
So again, very hard to remember. Morris@morrissims.com. And I would love to get an email from your listeners and enter into a conversation with them about the things that are important to them and what we might be able to do to be of service. I do coaching, virtual classrooms, speaking, training of all different kinds, shapes, forms and fashion. And we’ve got a podcast called the Business of Sales, a YouTube channel called the Business and Sales. And just trying to get out there and impact and have a positive impact on as many people as we possibly can.
Nancy: Yeah, well, I’m guessing there are a lot of people that are going to be jumping at that. So thank you. Thank you very much, Morris.
Morris: It. was my pleasure, Nancy. Thank you. I enjoyed the conversation.
by Nancy Calabrese | Jul 21, 2020 | Advice, Cold Calling, Cold Calling Success, Sales Prospecting Success
At One of a Kind Sales, we have a LOT of experience assessing and training sales teams. Unfortunately, what we see is that most companies have mediocre sales forces with way more “B” and “C” level players than “A” grade salespeople. Here are some tips on how to assess YOUR sales team with suggestions for how to identify people worth training and how to build your own “A” team for sales.
The first step is to assess your team.
You probably know your “A” team salespeople. They are the ones who are making the calls, setting appointments and closing sales. These are the people you want to identify for advanced training, so they MASTER their craft. We have a good track record with training people like this to become reliable and effective producers. Click here to read more about our training, monitoring and management program, Call Center in a Box.
Your “B” team players are the ones who might have some success but are unreliable or inconsistent in their performance. If they are consistently making calls, have a positive attitude and are receptive to training, this group may have the ability to become “A” players. We have a proven program to train “B” players to produce at “A” levels. Click here to learn more.
“C” level players are usually the ones who whine about having to make calls, push back against suggestions for new ways to approach the job and/or resist training. Here are some ways to address poor performance and to see if they are worth training:
- Back up your assessment with data – show them their stats compared to others or a stated benchmark.
- Explain that consistently positive behavior is REQUIRED of them.
- Define the consequences of poor performance.
- Define the resources and/or training that is available to them.
- Request their ‘buy-in’ and permission to help them.
If they are still not performing after your attempts to help them, it may be best to find them a different position or to just let them go. Having negative people who do not produce and/or follow the company’s specified approach can sap the energy and ambition of other team members, leaving you with less than stellar results.
And just because someone is NEW or does not yet have a book of business does NOT necessarily make them a “C” player. Being a “C” player is more about the lack of commitment and having a negative attitude. If they are committed and have a positive attitude, we can train new and young associates to get them to “B” and “A” level performance.
Remember, no matter how senior your people become, Cold Calling must ALWAYS continue to be a part of your sales team members’ daily, if not weekly, task list. This helps keep their skills sharp and your pipeline full.
If an experienced salesperson’s book of business IS truly so large that their entire time must be devoted to servicing clients, you need to outsource your Cold Calling in order to keep your pipeline FULL. A full pipeline is one of the only ways to ensure your company’s continued growth and success. Click here to see how WE can make Cold Calls for YOU and deliver the qualified appointments you need to keep your pipeline packed with prospects!
How does YOUR sales team stack up? Give us a call at 908.879.2911 if you would like us to come in and assess, train and get YOUR sales team up to speed!
by Nancy Calabrese | Jul 7, 2020 | Advice, Cold Calling Tips, Sales Prospecting
True or false? Constantly adding new leads will result in more sales.
In our experience, this is FALSE. In the case of cold calling and lead generation, less is MORE.
To calculate the number of leads you can follow-up on:
Calculate number of hours you can dial per week x number of dials per hour = number of calls you can make per week.
Anything more than that will not get touched.
Focus on quality over quantity – less is more!
Spend the time to speak with and really LISTEN to the prospects you reach and you will close more sales than just trying to amp up the sheer number of leads you approach.
