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How to Cold Call — Gatekeepers, Voicemail, and getting to ...
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Press enter or click to view image in full size “Looking over this process, it’s pretty clear to see that you’re not going to get the Sale on the first call, and assuming everything goes smoothly and you actually contact the decision maker on the first go around, you’re still looking at potential calls to a future date.” Assuming everything doesn’t go smoothly, the Decision maker is not available on the first go around, they’re avoiding you, etc. you’re going to be making anywhere between 5–10 calls just to talk to the person in charge of making decisions.
Looking over this process, it’s pretty clear to see that you’re not going to get the Sale on the first call, and assuming everything goes smoothly and you actually contact the decision maker on the first go around, you’re still looking at potential calls to a future date. “Assuming everything doesn’t go smoothly, the Decision maker is not available on the first go around, they’re avoiding you, etc. you’re going to be making anywhere between 5–10 calls just to talk to the person in charge of making decisions.” However, as you go through this process, Sales Professionals and Business owners must realise that they can win along the way — that they can feel satisfied in knowing that they’ve done a good job for the day. “Winning” comes in many forms and can be seen throughout every step of the process above. For the sake of my coming book “The Sales Engine”, and to maintain the sanctuary of length in this article; I’m going to run you through the “Appointment Setting Process” as I will be going into far greater detail on the actual selling process later on!
Time and time again, I’ve seen many Sales Professionals come into the field, make 25–30 calls on their first day and get disheartened that they are not going anywhere with it, they’re not realizing that collecting information is just as good of a win for the day as actually setting an appointment or making the sale! “They don’t understand that incremental progress, and a tremendous amount of follow-up is what is required of them to make a true income in their field.” Press enter or click to view image in full size
Stage 1: Greeting — Who you are, where you’re from. Simple. “Stage 2: Longer impact statement — you’re going to want to do this because a short impact statement is ultimately going to get an eye roll over the phone. You want to intrigue your client, not have them pissed they’re wasting their time with your call. Make it relevant, make it about their company and the area you serve. It’s going to bring relevance to your call!” Stage 3: Leave your information behind.
Don’t get me wrong, this is quite long and can look a little daunting, but breaking it down is going to give you a strong idea of what your voicemail should ultimately look like; let’s explore! “Stage 1: Greeting — Who you are, where you’re from. Simple.” Stage 2: Longer impact statement — you’re going to want to do this because a short impact statement is ultimately going to get an eye roll over the phone. You want to intrigue your client, not have them pissed they’re wasting their time with your call. Make it relevant, make it about their company and the area you serve. It’s going to bring relevance to your call!