Cold Calling

Cold Call Correctly, Clobber Your Competition
By Leslie Buterin
www.ColdCallingExecutives.com

During a recent seminar, an audience member asked Bill Gates, “How can I stand out among all of the others who want the same job that I want?”

Without missing a beat Bill Gates immediately said, “You know, it’s not as hard as you think. Good people always shine.”

Remember that when it comes to your cold calls. Simply by making your cold calls correctly, you are going to stand out head and shoulders above the other sellers who are vying for the attention of high-level decision-makers.

As hard as it may be for you and me to believe, many salespeople place cold calls to important prospects and the first words out of their mouths are, “This is not a sales call.”

Yikes! Who believes that? No one!

These same sellers make the mistake of “copping an attitude” and trying to push right past the gatekeeper. These sellers even pretend they’re personal friends of the executives.

According to gatekeepers, here’s the all-time favorite ploy on the part of the seller that leaves executive assistants rolling in the aisle with side-splitting laughter. What’s so funny? Those sellers who call in with a disguised voice – and don’t expect to be recognized. Oh brother!

Sure, you don’t do these things, or (ahem) you may have done them in the past but will never do them again. Why? Because you now know, just by virtue of cold calling correctly, you’re going to stand out like a shining star among all of the others who are using sure-to-fail tactics for seeking a coveted executive-level appointment.

The following are ways to incorporate surefire success into your cold calling presentation:

1. Show respect for the gatekeeper’s position. Understand that in a very real world she’s an expert time management person and she is in charge of handling the executive’s time. Even his wife will call the executive assistant to schedule family vacations. That’s how much control the professional gatekeeper has.
2. Are you really listening to what the gatekeeper has to say, or are you just waiting for your turn to talk?! Slow down. Really hear their objections for what they are. Learn to repeat yourself and to clarify. Give every call your undivided attention, as though this is the most important call you will make all day.
3. Know that just because you have time to make a cold call, does not mean the gatekeeper has oodles of time to address your needs. She may have four phone lines blinking at her, several antsy attorneys hanging over her desk, and/or the executive buzzing her into a strategic planning meeting. She has a lot going on. When she asks who you are and what you want, just make sure to slow down, repeat yourself, and answer her questions. This alone will gain you the respect you deserve and will be recognized and appreciated by the gatekeeper.

Cold call correctly and enjoy the thrill of getting the sales appointment and clobbering your competition all in one fell swoop!

*****

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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