Should You Be Cold Calling When 'Social Selling'?
Braun says the purpose of a cold call is not to get a meeting nor demo. He's right.
The purpose of a cold call is to see if your prospect is open to learning how you may be able to help them do something better.
"If the prospect has no interest, it’s because you’re not interesting to them at this moment in time, which is a perfectly reasonable outcome," says Braun.
"There is no 'getting' or setting meetings because you don’t know if the person your calling needs your help. It’s the assuming that creates pressure for both you and your prospect."
Tactically speaking, you mantra is: Don’t assume they do. And don't try to place your solution. Just don't!
Instead of starting conversations with "getting qualification information" in mind, take the pressure off. Qualify customers by focusing on their internal change. Research what may be happening before your call.
Put yourself in a position to help them manage it — if and when it's what they want.
Focus your approach technique on how they will go about becoming excellent. Address what has likely stopped them until now. Focus on what will they need to do ... to ready themselves for change you see on their horizon.
Until buyers are able to avoid disrupting their status quo, they will not buy.
What is your experience?