Cold Caling: Words Your Prospects Want to Hear

To cold call high-level decision-makers very well may take a shift in thinking, a rewiring so-to-speak, of your brain.

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?

First, the majority of sellers think they need to announce the name of their company as a way of gaining credibility when cold calling a prospect. Not true. This is unnecessary information for executive-level decision makers. In fact 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 with their prospects. Hopefully, they can get a phrase or two out that will hook the prospect and keep them engaged in the call. Again, not true. Prospects really do not care about what product/service you have to offer. 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 taking the long road. With persistent tenacity they cold call low levels of an organization and painstakingly look for in-house introductions to those at the top of the company. Wrongo again! This does not work because most of those low-level decision-makers walk in fear and trembling 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 what is a cold calling sales pro to do? Learn the language spoken by those in the executive ranks. Attract their attention by speaking in terms that answer one or more of their top three questions:

How can you increase their revenues?
How can you decrease their expenses?
How can you improve their communications?

Visit: www.coldcallingexecutives.com

Liked this post?
Save to Del.icio.us
Digg!	Reddit	Stumble Upon