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Cold Calling Cold Call Prospecting: What Your Major Account Prospects Want to Hear To cold call high-level decision-makers (cold call prospecting) very well may take a shift in thinking, a rewiring of your brain, so-to-speak. Why? Because more than 87 percent of sales professionals still hold onto and take action based on three beliefs that actually sabotage cold calls made to executive levels. What are those beliefs? Not true. This is unnecessary information for executive-level decision makers. In fact when cold call prospecting, if the prospect has had an unpleasant experience with your industry your company name will only serve to conjure up bad feeling associated with that experience. Second, others believe they must speak as fast as they can, to make their point about what product/service they have to offer the prospect within the limited time they have on the phone when cold call prospecting. Hopefully, they can get a phrase or two out that will hook the prospect and keep them engaged in the call. Again, not true. Potential clients really do not care about what product/service you have to offer when cold call prospecting. If they have any familiarity with your product/service at all they will use this information to pigeon hole you and send you down the ladder to the person who handles that-sort-of-thing. Third, many sales pros still persist in taking the long road. With ferocious tenacity they cold call low-levels of an organization when cold call prospecting and painstakingly look for in-house introductions to those at the top of the company. Wrong again! This does not work because most of those low-level decision-makers walk in fear of the high-level decision-makers. They do not know the words to say, let alone have the intestinal fortitude to approach those guys. In the unlikely event they do have a way into the executive-suites those low-level decision makers want to use time with execs to make their own case with top decision makers, not yours. So when cold call prospecting what is a cold calling sales pro to do? Think about the words of Kevin Davis in his book “Getting Into Your Customer’s Head”, “The traditional self-focused selling approach is no longer effective because today’s new buyers are unwilling to follow you. They don’t want to be ‘sold’. They want to make educated decisions. To make a sale, you must join them on the buying path.” Here’s how top sellers apply Davis’ big thought to cold calling and you can too. They know it is of utmost importance to learn the language spoken by those in the executive ranks. The way speak in terms that are meaningful to top decision makers is by answering one or more of their top three questions, which are:
Learning Top Dog talk is not a massive undertaking and building comfort with the lexicon of high-level decision makers is well worth the time you invest. Why? Because, you can attract their attention and stand head and shoulders above your competitors when you take the time to learn the language of your potential clients as you begin your journey to cold call prospecting. ***** 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 |