In this post, I will show you the results of our End of Year, 2021 Prospecting Survey and share my takeaways.
First, a big thank you to everyone who participated – I truly appreciate your taking the time to share your experience!
The Survey
The survey was short, only 3 questions. The goal was to see what is working for YOU and to identify YOUR preferred methods of prospecting.
People were allowed to pick multiple options and to write in any that were not on the list.
What works?
The first question was: “What mode of communication is most effective for you when prospecting?”
As you can see from the screenshot above, Email came in first. As a die-hard Cold Calling fan, I was happy to see that Phone Calls came in a close second.
And I will note that one person wrote in, ‘direct mail’ as their choice.
Which tactics do YOU prefer?
The next question was, “What is YOUR preferred mode of communication when prospecting?”
Someone wrote in Direct Mail for this question as well.
It was interesting to see the same first and second place entries and I wonder if some of this is because people tend to use the tactics they are most comfortable with.
Age range
The third question asked people to indicate their age range. We did have a good mix of participants and because there weren’t any large discrepancies in the results, I didn’t drill down to cross reference by age.
Some surprises
I was surprised that LinkedIn came in so low. Clearly, more people need to tap into the power of that platform. I will address this in a future post.
And it seems that video is also underused. As much as I LOVE Cold Calling, it really is only one part of a comprehensive outreach plan. Remember to use all tools at your disposal!
Some takeaways and insights
Again, it is clear that people are still uncomfortable picking up the phone and talking to a stranger. They are still more comfortable with text or email – but neither of those tactics offer human connection. And we KNOW that human connection drives engagement and sales.
A lot of people think they need to reach out to a potential prospect via email before cold calling – to ‘warm them up’. That is a falsehood. Emails don’t warm anyone up and opening an email doesn’t mean they read it. When they pick up a phone, at least you KNOW you are talking to them.
And you know that you are standing out. Not lost in a sea of emails in an inbox.
We have found, over and over, that people are happy to talk to strangers – it is just how you approach it.
When you launch into selling mode or start off by listing your features and benefits you can be sure they will be turned off and disconnect.
No one cares about Features and Benefits – they are busy and care only about their own world. Showing them that you understand that world and explaining how your service and insights can help them succeed and get ahead in that world, IS of interest!
ADDING value to the prospect’s day and business is all that matters. Focus there.
You must keep in mind that what the person values is key – not necessarily what you are there to sell. And to understand what they value, you need to ask the right questions and LISTEN to the answers!
Click on the links below for some articles on the right questions to ask and how to actively listen:
To all of those who didn’t choose Cold Calling as a tactic that works for them, I challenge you to TRY it!
I don’t mean to just pick up the phone and dial. I mean to really set up an effective Cold Calling Campaign and see the results. Or better yet, have us implement one for you (click here to learn more about how we can make Cold Calls and set qualified appointments for YOU.
What do YOU think?
If you didn’t participate and you would like to take the brief survey, click here
I will keep it live through the end of March and I will revisit/ revise this post if there are any significant changes.
I want to get straight to the point and address the elephant in the room. Covid is still raging and its presence is still impacting our businesses. We have made some headway and there is reason to expect the year to improve but for now, I want to give you some advice for selling during covid – a 2022 edition.
2021 brought us a vaccine and a bit of freedom. It also brought us face-to-face with some things we never really had to address before.
Supply Chain Issues
Supply chain interruptions have disrupted businesses of all stripes. The medical supply, electronics and automotive industries have been hit hardest but if you manufacture ANYTHING, it’s a good bet that these supply breakdowns have affected your ability to build and deliver your products. Things are starting to get back up to speed but you need to keep these disruptions in mind and be sensitive to those whose businesses and bottom lines have been negatively impacted.
Yes, you should stay optimistic, but be cognizant of your prospects’ struggles.
Business As UNusual
Business structures have also changed, in some cases, quite radically. On one hand, you have companies that are back up and running, in person, as they were before the pandemic. On the other hand, there are some that have embraced a new, virtual only, existence. And many are still figuring it all out, trying to make some hybrid of the two, work.
Don’t assume that everyone you call is sitting at a desk in an office or that they are still just down the hall from the decision makers. Be aware of the multitude of configurations now in play and be flexible. Ask what method of communication works best for them and then use it. Selling during covid means that now, more than ever, being flexible and adaptable is mandatory.
Patience is a Virtue – and a Real Necessity
In addition to adapting to these new work logistics, most of us are also juggling numerous personal, family and health changes and challenges. People may have shorter fuses and less patience. Remember that this is in no way a reflection of your worth or skill.
Ask people if it is a good time to talk. If it isn’t, ask when might be better. Be patient and you will be rewarded with their time and attention.
Do NOT Waste Time
When you are able to speak with someone, make sure that you are ready! It is very rare that people ever really have time to kill but for most prospects, time is tighter than ever. Be considerate and don’t waste their time – or your own.
Do NOT Sound Salesy
It is NEVER a good plan to go into hard-sell mode or to sound salesy. But with people’s time and patience stretched thin, sounding like you are trying to sell them something just isn’t going to work.
How are Things Still the Same?
As much as things have changed, most of our tried and true tactics are still effective.
As Mark Hunter pointed out recently, the new year levels the field. We are ALL starting at zero. The high performers, those that missed their goals last year and everyone in between. Don’t focus on the last year, but the one ahead.
Your Mindset Will Determine Your Outcome
Keep your eyes on the horizon. Focus on what you want to have accomplished by December of this year and stay optimistic.
The pandemic has created even more noise and news to distract you. Ignore it! Stay focused on your goals, your KPIs. Perform the activities YOU need to do to meet those goals.
Keeping busy will help you ignore those distractions and once you see the progress you are making, it will be easier to keep going!
Wishing you a Happy, Healthy and Prosperous 2022 and here’s to hoping we won’t need a 2023 edition about selling during covid!
Here are a few related posts you might also find helpful:
At One of a Kind Sales, we LOVE Cold Calling. And I am a huge fan of Cold Calling Scripts. Here are some tips on how to create an effective Cold Calling script for yourself.
First, any salesperson who says they don’t need a script should reconsider because I am confident that they are leaving money on the table. I stand by that 100%.
The truth is that many people who “wing it” on the phone, sound like they’re winging it. And they are less effective because they don’t have a structured process to follow.
An effective script grounds you, providing you with the words you need to work your way through a conversation and allows you to think ahead while speaking with the prospect.
Here’s an outline of an effective Cold Calling script:
An Introduction:this should be unique and non-salesy.
Ask Permission:ask them to give you 30 seconds to explain the purpose of the call.
Introduce your Company:provide a brief description of what your company does. Focus on value you deliver. According to a study by HubSpot, 96% of buyers say a focus on the value your company can deliver, impacts their purchasing decision.
Offer three examples of problems you solve:these ‘case studies’ allow people to relate and see how you can help them.
Ask a Question:something like: “Is any of what I stated compelling and worth a conversation?”
Then… shut up!
Memorizing this will allow you sound more natural and less ‘salesy’. And it will free you up to address and overcome any objections.
The truth is that you really won’t know what the objections will be until you have this conversation, but you should prepare for those by having scripts for the ones you usually hear. (Check out this post for more on overcoming objections on Cold Calls)
Shut up and Listen!
An effective Cold Calling script will include questions which elicit important information. When they start talking about their pain points, your role is to listen, empathize and allow them to express their issues in detail.
The key is to actively listenand probe to keep them talking about their problems.
Set an Appointment or Move On?
The information you gather will help you determine whether or not you can fix their problem. If you can, great! Go ahead and set an appointment.
If not, no problem. Thank them for their time and ask them if they know of anyone else who might need your services. Ask them to keep you in mind if their situation changes or if they learn of anyone who might be a good fit.
Then pick up the phone and dial your next number!
Consistency Is Key
Developing scripts for everyone on the team ensures consistent messaging and branding.
The Conversational Selling Script™ , like the one outlined here, is for when you speak with a decision-maker. You will also need to develop voicemail scripts and email templates that match the voicemail scripts.
How to Create an Effective Cold Calling Script
Here is the process I recommend for developing scripts.
Develop five case studies on past clients. Think about what their issue was– that’s the title of the case study. Talk about what their problem was, and how you helped them resolve it.
Each case study should cover a different problem that your prospects may also have. Those case studies become the ‘meat’ of your script.
Extract the “pain” from those case studies and put it into your script.
Adapt the right case study to the prospect you are calling.
You don’t have to know everything about that client. You don’t have to be an expert. You’ve got your script. You’ve got your pain points. Go!
Remember
Don’t go into sell mode on a call when your goal is just to have a CONVERSATION and, if they are a good fit, to set an appointment.
That’s it, never sell. You are there to uncover information. And this information then becomes the ‘meat’ of your appointment conversation.
Rinse and Repeat
Once you have an effective Cold Calling script, it should be reviewed and updated periodically but it should serve you well for hundreds of calls.
And yes, there is an art to creating an effective Cold Calling script. It isn’t easy and can take years of practice. If you don’t want to wait years to reap the benefits of an effective Cold Calling script and need one NOW, call us – we can set you and your team up with the scripts YOU need to set appointments that close more deals. Call us today at 908-879-2911 to learn more and to get started setting more, and more qualified, appointments.
Note:
This is an excerpt from a chapter of my book, “The Inside Sales Solution“. Click here to buy a copy from Amazon or here to download a FREE digital copy.
At One of a Kind Sales, we call our proprietary approach to Cold Calling ‘Conversational Selling’.
We approach each call as a conversation and an opportunity to discover two things:
1. Are we speaking with a decision maker?
and
2. Are they experiencing problems now, or in the future, that we can solve?
We do that, in conversation, by asking a lot of important and pointed questions.
Sales 101
Take for example, the classic sales exercise where you are asked ‘sell me a pen’.
Most people launch into ‘sell’ mode, listing all the features and benefits of owning this particular pen.
With Conversational Selling, we deliberately take a different path. We need to know what is motivating the person’s need for a pen before we know if this is the best pen for them.
Rather than going directly for a sale, we pause and spend time asking important questions to determine if this pen is the best fit for them, or if another might be better.
Build Trust
This approach does a couple of things. First, it earns you the trust of the prospect. They can see that you are genuinely curious to learn about THEM and THEIR needs, as opposed to just selling YOUR product.
Qualify the Prospect
It also provides you with the opportunity to decide if this buyer is a good fit for you!
Don’t Rush
This approach also forces you to SLOW DOWN.
Many salespeople are guilty of approaching each prospect with an attitude of ‘ let’s close this deal and move onto the next’.
When you do that, you often miss important details and information which is key to determining how to best sell this prospect.
You need to learn how THIS prospect wants to buy. Listening and drawing information out through questioning provides you with this info.
Equal Stature
When you approach a sales call as a conversation you create equal stature that allows you to determine if this prospect is a good fit. And to determine whether you can solve their problem.
This takes the pressure off of the salesperson AND the prospect.
A Proven Track Record
We have been practicing this method for over 29 years, refining our approach, and messaging as needed. Not only has it been successful for us and our clients, but it has also worked well for the salespeople that we have trained.
In addition to making you a better salesperson, our Conversational Selling training will benefit you across all areas of your professional and even your personal life by helping you become a better LISTENER.
Be Deliberately Different
At the end of the day, Conversational Selling will set you apart – people remember people who are different.
As you know, I love this quote from Coco Chanel who famously said, “In order to be irreplaceable, one must always be different.”
Being deliberately different, by design, will improve your sales, fill your pipeline and relive you and the prospect of the pressure of a hard sell.
Invest in Yourself
Sales training benefits individual salespeople and companies as a whole, by sharpening their skills, increasing the knowledge base, keeping the company competitive and growing revenue.
Ongoing sales training should be a part of every employee’s weekly schedule, at every level. Yes, even management! This keeps people involved, up to date on the industry best practices and engaged with their team and their prospects.
If you need help shifting YOUR mindset from selling features and benefits to Conversational Selling, give us a call. Our ‘Call Center in a Box‘ and ‘Close the Deal‘ programs provide the ongoing sales training you and your team needs to succeed!
I have noticed that many salespeople are quick to spend an exorbitant amount of time and money on live events, claiming that they offer networking opportunities that they cannot afford to miss. That time and money would be better spent on Cold Calling. Cold Calling IS networking!
When done correctly, Cold Calling provides all the benefits of networking at a much lower cost and in a shorter time frame.
Cold Calling vs Networking
Here are some of the most important reasons to network professionally:
To build and nurture your professional network
To stay visible and top of mind with your community
To stay on top of industry news and advancements
To help others and build good will
Cold Calling provides the opportunity to do all of these, and more!
Cold Calling helps build and nurture your professional network. When making Cold Calls, you are introduced to new people and have the opportunity to touch base with older contacts. And since you are speaking with them, one on one over the phone, instead of across a table with numerous others – some of whom may be competitors – I would argue that the conversations you have during a Cold Call are more advantageous.
But the key word there is ‘CONVERSATIONS’ – when done correctly, a Cold Call is a conversation!
Cold Calling helps you stay visible and top of mind with your community. Again, when Cold Calling, you are ‘touching’ the prospect – even if it is only to leave a voicemail. These ‘touches’ help establish a sense of trust and by maintaining a regular delivery cadence, you will stay top of mind.
Cold Calling helps you stay on top of industry news and advancements. While you may not be gaining information from your prospects, a good salesperson will be sure to stay on top of industry news in order to be able to provide that on calls if needed. Cold Calling incentivizes salespeople to be in the know!
Cold Calls provide opportunities to help others and build good will. A good salesperson will be listening, on a Cold Call, for problems they can solve. If they cannot provide an appropriate solution, they will offer a referral. This not only helps the prospect but serves to build good will.
How much time should you spend networking?
According to Dr. Ivan Misner, the founder of BNI (Business Network International, which claims to be the largest business networking organization in the world) people should spend 8 – 10 hours per week networking. To achieve this by attending networking events, you need to then add the commute time, factor in the costs of the event and the lousy coffee and hope that your target audience will be there.
Yes, attending some live networking events can be helpful but I say, cut to the chase! Pick up the phone and make a call. And start thinking of your Cold Calling time as ‘networking’ – making and building new connections. I bet this shift in mindset will you’re your calls become more conversational and productive. Let me know how it goes!
Do you need help shifting your mindset out of ‘selling’ mode and into ‘conversation’ mode? Check out our Call Center in a Boxprogram where we train you and your team in our time-proven Conversational Selling technique. OUR SALES TRAININGgets YOUR people delivering real results!
