What is Combo Prospecting?

At a recent Sandler Training Session, I was inspired by a Sandler trainer, Emily Yepes, who spoke about the challenges of prospecting. In this competitive environment, we all need to “up our game” to reach the prospects we believe we can help.  Prospecting is often the biggest ‘pain point’ for my clients and to meet this need, I’ve become a student of different prospecting approaches.

What is most attractive about Emily’s approach, which she refers to as “Combo Prospecting,” is her simultaneous use of multiple channels to reach a targeted individual. She uses LinkedIn outreach, phone calls, and email to reach a targeted client.  She also leverages video in both email and LinkedIn. What’s important is that the targeted individual is someone who she knows is likely to be interested in her solution at some point. She personalizes her messaging by incorporating a topic that is relevant to the individual – something they’ve posted about recently or even recent media coverage that impacts their business.  She attempts to engage by asking a question.  She does not start to sell to this person immediately.  Her mission is to engage them and stand out.  Doing a bit of background research on each person enables her to do this.

As an example, on day one, a targeted prospect might receive a phone call, an email, and a LinkedIn message.  While this may seem like overkill, remember that your prospect is not 100% focused on any one of these channels. Some people don’t go to LinkedIn often, others never pick up the phone, and email is easily overlooked.  From consumer research, we know that it takes multiple exposures to get a consumer to recognize a new brand or name.  Likely, the message a targeted prospect takes away from this type of outreach is that you have prioritized reaching them.  Over 30 days, you can alternate between using one or two methods every two to three days.  By day 30 if there is no response you can send them a final goodbye email.   Like other outreach methods, you develop a routine that you should stick to, and over time the number of responses should accumulate.

I’m trialing this approach by targeting 20 prospects. I reached out with an initial phone call, followed by an email and a LinkedIn message.  In none of these contacts did I attempt to sell. My subsequent contacts will alternate between two of the three channels and will incorporate personalized videos.   What was striking to me was that in just 47 minutes I was able to make an initial outreach to 20 individuals through multiple channels. Think about how long would it have taken for me to visit 20 prospects in person! And, if I only used one method to reach out to 20 people, imagine how much lower my chances of generating a response would be.

Ultimately, I believe this approach will yield great results.  As I have just initiated this process, I don’t have the final numbers, but I am impressed with the productivity. (Stay tuned for a follow-up in 2024.)  And what we do know is that sales is a numbers game and the more outreach you do, the greater the opportunity for a sale.

If you’d like to learn more about this approach or if you have an organization that needs help generating leads, please reach out to One of a Kind Sales – we are experts at cold calling and we can help your team generate the sales you need.  Give us a call at 908-879-2911.

When Being Negative is Positive

I’ve written before about the benefits of getting to ‘no’ quickly. As I wrote in my last blog, the more no’s you hear, the closer you get to ‘yes.’ But you may have challenging prospects that thwart your efforts. For example, they drag their feet on making a decision, or they don’t give you much feedback, or they repeatedly reschedule meetings. A Sandler Selling Systems technique called “Negative Reverse Selling” may help.

In Negative Reverse Selling, you do the opposite of what a prospect expects. This changes the pace of the conversation and may help you uncover information that you might not have discovered otherwise.

Here’s a cold calling example: during an initial call, the prospect requests that you send them information via email. The normal approach would be to agree to send it right away.

Using Negative Reverse Selling, your response might be, “Sure, I’m happy to send it to you, but I’ve noticed that often when I’m asked to send information, it’s because the person wants to end the discussion without hurting my feelings. I will understand if this is the case –  but is this what is really happening here?”

In this scenario, the client expects that you’ll send them the information and end the call. They don’t expect you to ask about their motivations. In response, they may admit that they aren’t interested at this time. Then you can thank them and move on. Alternatively, they may confirm they’re interested but you’ve caught them at a bad time.

Negative reverse selling has three key elements. In the first – the ‘build up,’ you make a positive statement about their comment. In the second, ‘the takeaway,’ you share an observation about that comment.  In the third element, you ask a ‘question’ to confirm whether your observation is correct.  See the breakdown below:

Element Definition Example
The build up Make a positive statement about their comment or request. “Sure I’ll send this…
The takeaway Sharing an observation based on your experience. but often when someone asks, they are trying to politely end the call. I understand if this is the case,
The Question Test to see if you are drawing the right conclusion. but is this what’s happening now?”

This is an advanced sales technique that could be of use in a variety of situations. If you choose to use it you’ll need to practice and apply it strategically. This is not an approach to use for the first time in a high-stakes sale.

At One of a Kind Sales, we are experts at sales and cold calling.  We have many techniques in our “sales toolbox” to navigate through the selling process.  If you need help generating qualified leads for your business or you have a sales team that is not as efficient as you’d like, call us at 908-879-2911 to learn more about our services.  Consultations are complementary.

Should You Answer a Question with a Question?

“Answer a question with a question” is a Sandler Selling System rule that is sometimes controversial. Sales teams I’ve worked with often express the concern that using this approach could lead to them appearing evasive or “too salesy”.  But as with all “rules” you have to apply them with skill and understand the objective.

Why ask so many questions?

‘Question asking’ is how we salespeople gain a true understanding of our prospect’s needs. The objective is not to avoid answering questions but to avoid shutting down the valuable conversation that leads to a deeper understanding of the prospect and their specific situation.  Without this understanding, we may not really know whether our solution is a good fit for their problem and we may misunderstand the value that our solution holds for this prospect.

I think that we should think of ourselves as diagnosticians when we have a sales meeting.  Consider this: If you go to a doctor with a headache, she will ask questions to identify the cause. Sometimes the cause is not obvious. If the doctor just treats the symptom, it is possible that the symptom might not go away, or it could disappear in the short term, but return because the underlying cause wasn’t addressed.  Likewise, we have found that what is first expressed by some prospects as the reason they might need your solution, may only be the visible expression of a deeper issue. Solving this deeper issue is where our value lies.

So the message in this rule is that ‘question asking’ is integral to the sales process and we ought to focus on asking questions and having a conversation rather than showing that we have all the answers.  It’s good for the prospect to know that we have the expertise, but it shouldn’t be at the expense of learning as much as we can about our prospects.

Apply this rule with skill

Always use your good judgment to assess whether you have learned enough about your prospect. Take your cues from the information that you’re receiving and from how your prospect is responding to you. Open-ended questions are key to uncovering hidden problems and key motivators that may be important to your ability to successfully close the sale. For example:

  • Why is this important to you?
  • Can you tell me more about this?
  • What else happens when this problem crops up?
  • Why do you think this is happening?

If we focus on the conversation first and foremost, we will learn enough to know when it is the right time to ask our favorite question, “What would you like to have happen next?”

At One of a Kind Sales, we love selling and we are experts at cold calling, in particular. If you would like to discuss how we can help you and your team please contact us at 908-879-2911.

What to Do When They are “Thinking About It”

I was recently at a meeting about sales efficiency where a debate broke out about what salespeople should do when a prospect says, “I’ll think about it.” Participants were divided. Some felt that this meant that the selling process was not complete and they should continue to engage the prospect. Others strongly believed that once a prospect tells you “I’ll think about it,” they should move to the next prospect. I firmly believe you should move on.

As a professional salesperson, I’ve had hundreds of conversations with prospects over the years. Because I’m focused on my sales objective and the need to be efficient with my time, it’s critical to know when to move on. We all know that we should not rush to close a prospect. We all know that we should be looking for signs to disqualify a prospect throughout the discussion. When these signs appear early, perhaps it’s easier to recognize that the prospect is not a fit for our solution and end the discussion. But when the signs show up later, they can be more difficult to recognize, perhaps because we are more emotionally invested. But that verbal message, “I’ll think about it” is a clear red flag to me. To confirm whether it’s really time to move on, I might ask, “Is there anything else I can tell you?”, and if the prospect says “yes,” I will address the question. But if the answer is “no,” then it’s clearly time for me to move on.

Why move on? Continuing to sell to a person who is telling you that they need to think about it after you’ve had robust discussions delays you from moving to a prospect that you might be able to more readily convert. Frankly, “I’ll think about it” is really the kiss of death.  Experience tells me that this prospect is not likely to make a positive decision and I would be wasting time continuing the conversation.

You may be thinking, ‘well I’ve spent all of this time getting to know this prospect and I hate to let it drop.’   But that is not what you should do.  You should move the prospect into a nurturing program with a plan to revisit them at some point to see if conditions have changed.

It might be very attractive to continue discussions with someone with whom you’ve already developed a relationship in the hope that they will convert. But you really are fooling yourself. We need to be clear-eyed about what’s going on in a sales engagement. Ideally, we never ask for the sale until the time is right.  At that point, if they say they still need to “think about it,” it’s time to gracefully move on.

At One of a Kind Sales, we love selling and we are experts at sales and cold calling, in particular. If you would like to discuss how we can help you and your team please contact us at 908-879-2911.

Three Tips to Handle Objections

For many inexperienced salespeople, the first thing they think about when it comes to selling a product or service is the fact that they will hear objections.  They dread the word “no” and try to avoid objections even when they can clearly see that they exist. They view objections as a minefield which must be avoided.  They plow ahead with their pitch hoping they’ll say some magic words that will make them evaporate. Unfortunately, they most often experience the unaddressed concerns rising up at some point and ‘tanking’ the sale.

Our One of a Kind sales team has completed thousands of cold calls.  And there is no doubt that salespeople will hear the word “no” many times.  But in our experience, we find it best to acknowledge a prospect’s objections and quickly determine whether they can be overcome. When you can overcome them, you can proceed with a greater likelihood of success. If you can’t, you then move on to another prospect quickly.

Disrupt the Pattern

Cold calls have a typical flow.  The way this happens may vary but at the end of a preliminary introduction, our team members may say something like, “how does that sound to you?” It is at this point when the prospect might say, “I’m fine – I don’t need anything.” That is a “no.”  The prospect’s expectation is that the salesperson will say “thanks for your time” and end the call.  This is the normal “pattern” of a sales call.  But our professional selling team is prepared with rebuttals that disrupt the typical pattern.

Prepare “Rebuttals”

A disruptive response to a “no” might be, “Wow, how did you manage to avoid this problem?”  What this approach does is keep the conversation going. Follow up questions could be: “Can you tell me how you did that?” or “How long did that take?” Followed by “I guess you must be hitting your revenue target then.” Moving further with “Would you like to improve that performance?”

You’ve read before that we believe in using scripts because they help us internalize our messaging.  Because we prepare in advance, we have an arsenal of rebuttals at the ready.  So, when the “no” happens, while it may be disconcerting, we don’t have to “figure out” what to say next.

Three Times is Enough

We adopt approach of using three rebuttals to a “no.” The rebuttals are statements we’ve prepared in advance (incorporated into our script) based on the objections we anticipate. Once we’ve had three unsuccessful attempts at this, we know it’s time to move on. We conclude the interaction, and we actually ask for a referral. For example, we’ll say, “it’s clear we can’t help you today, but perhaps we can in the future. Is there anyone else in your sphere of influence who might be able to benefit from our services?” You’d be surprised – we do get referrals in this way!

At One of a Kind Sales, we are sales experts, and we love cold calling!  If you need help taking your sales team to the next level, give us a call at 908-879-2911 to learn how we can help.

Six Steps to Improve Your Cold Calling Results

One of the most challenging parts of selling is cold calling.  Like all of us, salespeople dislike rejection and don’t want to hear the word “no.” And many have never been trained how to do cold calling.  As a result, many salespeople find cold calling intimidating. Aside from the fear of rejection, there is a concern that they are “interrupting” someone to make a pitch.  But as professional salespeople, they need to keep in mind that the person on the other end of the call may have a need for the potential solution they offer. If the prospect sees that value in having their problem solved, it is well worth the interruption.

In a recent Zoom Info article, cold calling was deemed “very to extremely effective” by almost 30% of professional salespeople.  Also, it was reported that almost 70% of buyers accept cold calls.   Given these statistics, it’s clear that cold calling presents a real opportunity to prospect for new business. In our experience as professional cold callers, once our callers reach their targeted prospects, most of them get the opportunity to make their initial case without the call terminating before that point.

What goes into making cold calling more effective?  I believe preparation is critical to success.  Below are just some of the steps we take to make our cold calling as efficient as it can be.

  1. The call list should be targeted to the segment you are pursuing. This ensures that your offering is relevant to the prospects you are pursuing.
  2. Develop a script that lays out what you want to communicate. Don’t repeat the script word for word. Use it to internalize your message. This prepares you to be able to say exactly what you want to say the moment you get the opportunity to connect.  You’ll only have seconds to make an impression.
  3. Check your mindset. Think of yourself as an equal to the prospect you want to connect with.  Remember they have a problem, and you have a solution.
  4. Make sure the purpose of your call is clear to the prospect, so they understand how what you are calling about is relevant to their business.
  5. Remember this is a dialogue. Let the prospect speak. This is when you’ll learn whether there is an opportunity for your solution now.
  6. Every time you speak to the prospect remember you are establishing a relationship – one that will earn you the right to speak to them again, whether for a follow up appointment if there is a current opportunity, or for a check-in several months from now if there isn’t a current need.

If your team can incorporate this approach, it can help take cold calling outreach to the next level and bring in new opportunities for growth.

At One of a Kind Sales, we love cold calling!  If you need help implementing cold calling within your sales team, give us a call at 908-879-2911 to learn how we can help.