Should You Be Cold Calling When 'Social Selling'?
There were reps who claimed the phone didn't work. In fact, they fought it.
“But it was a short fight,” says Hunter, “because their results were so poor. The phone worked because it was used in conjunction with other prospecting tools.”
The First Step to Better Cold Calls
Success in sales demands a facilitative communications technique. But where to start?
Re-frame it: What if the purpose of your call wasn't to get anything? (e.g., information qualifying the prospect as a buyer)
What if you put the decision (to speak) 100 percent into the hands of your target? And what if you started the conversation in a way that didn't expect, nor hope for, another call?
Josh Braun, of Sales DNA asks, "Are you tired of the debilitating feeling of rejection when cold calling? Don't like cold calling because it feels bad to intrude on people? Don't like getting cold calls because it feels bad to be sold?"
Braun says stress comes from the pressure of having to get something from the call.
"The root of rejection comes from assuming what you have is what someone wants. But what if the purpose of a call wasn't to get anything at all?"
Indeed, what if your goal was to see if the person your calling is open to how you might be able to help them do something better? Even better, what if the purpose of your call had nothing to do with you taking information from the customer?
The idea is to align with customers earlier ... during their pre-sales change management steps that drive the eventual purchase. But how best to insert yourself with a call?
There Is No 'Getting'
When calling resist the urge to qualify customers based on their need, purchase capability, or timing. Because this ignores the many people who don’t know exactly what they need yet!