In this episode of The Advanced Selling Podcast, veteran sales trainers Bill Caskey and Bryan Neale give you an assignment.
But before you accept the mission, you’ve got to listen to Bryan’s story about a septuagenarian that he knows who’s still making cold calls, and what the result of one of his most recent calls was.
In our sales training programs, we are consistently teaching people to “drop back” – don’t be so eager. Relax into the circumstance.
Had a coaching call with Lisa yesterday. Usually, Lisa is quite adept at this skill – what we call “staying behind” the prospect. But that’s when she’s “in the process” – not when she’s in pursuit of a first meeting,
She complained of her lack of results in landing those first meetings. When I asked her what she was saying when she called, I was shocked! Was this the same Lisa that was so savvy at leading the prospect through the selling system? How could she sound no needy? 
When the circumstances change, we change. In this case, the circumstance was no longer her sitting in front of a prospect asking about their goals and objectives. It was her on the phone, “trying to get someone” to see her. And she changed her position. But she shouldn’t have.
Let’s face it. You are selling scarcity. Not because your product is scarce (although it could be). But because YOUR TIME is scarce. If everyone in your territory decided to see you, you wouldn’t have the time. And then, you would begin a selection process of who you want to see and who you didn’t.
So why don’t you do that in the first place?
When you call (if you must cold call), be skeptical. Hold back. Don’t be so eager. Say, “John, this is Lisa, and I have no idea of what I’m about to ask you would be acceptable.” Or some such phrasing that lets the prospect know that you are not going to pound them for an appointment. Sell scarcity because your worth it.
As a trainer I get these questions all the time: How do I make a cold call? Should I be making cold calls in the first place? Do cold calls work?
I must be honest–I hate ’em. But if you must make cold calls here are some tips I gave to a client last week as he posed the questions above.
[Head Right]. My fave author, Stuart Wilde, says, “expect nothing. Then you’ll never be disappointed.” Cold calls are no exception. Occasionally, I’ll be driving by a new business and I’ll pick up the phone to talk to the CEO, just to keep my skills sharp. My odds grow with my detachment. I have absolutely no expectation of him picking up the phone or inviting me in. When I’m detached I come across differently–and more inviting. Strange paradox isn’t it? Like a friend says, “the best time to get new business is when you don’t need it.”
[Techinque Right]. Be vulnerable. Don’t be so buttoned up. Tell the truth. It’ll set you free. Say, “John, this is a long shot (it is). I saw your name on a list (if you did) and wondered if I should even call you (you probably had this thought). I have no idea if what I do would have any value to you (you don’t at this point so why assume?). Rather than assume it did or didn’t, I thought I’d call you, tell you the kinds of problems we solve and then you tell me if we should talk (pretty vulnerable, isn’t it?).”
[Intent Right]. Your intent on these is to do one thing and one thing only–determine if it makes any sense to talk further. That’s it. It is not to impress him or get him to ask you over. Keep your itent true and you’ll be more attractive if you must make these calls.
If you’re a sales manager overseeing a team making cold calls–and their performance is awful–then check out their intent. If it’s about “getting appointments” or “pleasing the manager” it won’t work.
Better than cold calls…
Even better for your new business development is a good ‘referral program.’ Begin thinking leverage–how do I use my current clients and associates as a sales force? How can I help them refer me to other prospects or other referral partners? Asking those questions–and coming up with answers–will make cold calling irrelevant. But if you must…there you have it….