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Cold Calling Your Cold Calling Killer Value Proposition
One of the places where sellers get stuck-in-the-muck of cold call prospecting has to do with coming up with a rock-solid value proposition. Yes, sales pros know this one phrase is an important key to getting in the door. Trouble is they just don’t know how to come up with one statement that differentiates them from the competition and at the same time compels prospects to say, let’s meet. So how do you come up with a value proposition that does these things? Start by taking the time to interview your happy clients. They are your most important source for the words that will get your cold calls ready to kick-major-butt. How is it that the words of your happy clients hold so much power? Because, your clients words are the very words that are most meaningful to your prospects. Let’s break this big thought down by way of brief example.
What makes these phrases so successful? The value propositions are crafted using words of happy clients, and they stay away from industry-speak. The psychological triggers that work frequently become clear only after you identify the phrases that work and separate them from the phrases that do not. Here’s what came to light with the seller of telecommunications products and services. His clients who use and love his services want Wal-Mart like, every day low prices on phone and internet connections. When these clients heard the word telecommunications, they confess that one word alone conjures up images of time and labor consuming implementation programs; heavy investments in equipment; and big, BIG dollar signs. As soon as the big-dollar-word telecommunications was uttered, they were not interested, their brains shut down, they never even heard him say his purpose was to reduce their expenses!. Turns out, the phrase - telecommunications cost - is pure industry-speak; unwelcome language that triggers negative connotations in the prospects’ minds. Of course this is not at all what the seller intends to convey. How did he find this out? By interviewing clients and learning that everyday decision makers think and speak in terms like telephone and internet connection expenses. Talk to your clients and you will find that they will highlight certain benefits. Do not be a bit surprised if they come up with benefits that never crossed your mind or easy to understand language that demystifies what you are selling. Then, use their words to craft your very own killer value proposition, your very own kick-major-butt statement that will get you in the door - for face-to-face meetings with decision makers. ***** Forward this article to friends. They will thank you for it! For your mini-course “Jealously Guarded Secrets to Cold Calling Company Presidents” visit www.ColdCallingExecutives.com or call New Business Development Coach, Leslie Buterin (like butterin’ bread) at (816) 554-3674 9-3 CST (that’s Kansas City/Chicago Time) (c) 2008 Leslie Buterin. All Rights Reserved.
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Leslie Buterin, founder Top Dog
Consulting |