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"Hi, I'm calling you today to..."

"In just 8 weeks you can...."

"Is your insurance agency helping...."

There's no shame in it, but most of us still view it as the embarrassing dating website for marketers who lack networks and popularity; never-the-less, most companies will have to cold call unsuspecting prospects at some point.

The one thing you need to know about cold-calling is all top organizations do it.

In fact, when I first began going to networking events with top local business executives, the common trend I always found for all of their marketing is each of their organizations was using sales calling to generate leads.

So, here is a quick guide for making sales calls to maximize your selling success.

Attract Attention:

  1. Most cold calls will not be successful (1-5% of cold calls are on average successful). If you don't take rejection well- get out now.
  2. Know/get the first name of the person you are talking to as quickly as possible, and use it throughout the call.
  3. Tell prospect where you got their number from. Blunt honesty makes you more human and less easy to ignore.
  4. From the second they realize they don't know you, they will be looking for a way out. The way to combat this is to give them incentives to stay in. Speak slowly, don't use clichés, be relaxed and never say "limited time offer."

Generate Interest:

  1. If you work at an office that has background noise, hook a phone up in the bathroom. Nothing kills a call more then when buyers subconsciously register that 40 other people are simultaneously getting the same pitch. It's like dating someone who has a half dozen spouses. Gross.
  2. One of the first things out of your mouth should be, "I want you as....(ex. my next client)." People have an affinity for confidence and being wanted. They've heard a thousand pitches, but not many of them are told they are actually wanted.
  3. If you know you are selling a product/service that will honestly improve your customer's condition, than your enthusiasm should flow naturally and not seem fake. Either way, mind your enthusiasm which an unsuspecting prospect will not originally share.

Create Desire:

  1. Don't ask open-ended questions until you are a couple minutes in. Also, make it a two-way conversation and not you simply talking at them.
  2. Become a person, not a robot. Some telemarketers I have heard were difficult for me to distinguish between a man or a machine. Tell them a joke, tell them about your day, ask them if they are done holiday shopping, etc. Make it a conversation.
  3. Get rid of the "sales voice." Talk to them as if they are Winston Churchill, not Edith Bunker.
  4. After your conversational pitch, ask them: "so what are you thinking so far?" This is the best way to adjust your approach, instantly identify a no-sale or land the sale quicker than you thought.

Call to Action:

  1. Now sell it. Don't be pushy, but ensure they are to the point of being excited, or at the very least curious.
  2. If they are not interested, get them on a newsletter list and be very gracious. After all, they are always your customer whether they are spending money today or not.
Don't compete — DOMINATE.


Matt Steffen

"Don't compete -- DOMINATE!"

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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.