Cold Calling: Better Words. Better Understanding

Thanks to Greg for the phrase "Better Words. Better Understanding," which is the subject of this post!

We've looked at several ways to open scripts, now we're talking about the body of cold calling scripts.

Scroll down to the April 9 posting to find the "body" of several of your colleagues scripts. You will see that they (as you most likely do as well) use words like those below to entice prospects into becoming agreeable to a face-to-face meeting:

1. We can maximize your up time and save you money ...
2. We can help you monitor and influence important issues so you aren't blindsided by the government ...
3. I estimate your spend is $28.2 million annually, let's get together to discuss 3 points ...

What's missing from these benefit statements is the specific impact the caller's business will have upon the prospect's business.

Think of yourself as the "Alpha" Top Dog in your industry talking with the Alpha Top Dog prospect. You know the kinds of challenges your prospect is running into because you see them up close and personal ... every day.

You know the top 3 major mistakes your prospect is most likely to make if they fail to use your product/service, because you hear horror stories from clients who wised they would have used you sooner!

You know where prospects will be short-sighted in their decision-making in your arena. You know where and how they will fail to see the positive impact your product/service has to offer.

So use your vast knowledge of your industry to create a killer impact statement that your prospects will not be able to resist!

How do you do this?

You killer impact statement must address one or more of the 3 areas of impact that top-dog decision-makers have interest in:
1. how to increase revenues
2. how to decrease expenses
3. how to mitigate risk

With the top 3 in mind let's revisit the words used by your colleagues during their cold calls.

We can maximize your up time and save you money ...

Now, figure out:
- How much in terms of revenues lost does downtime translate into?
- How much in terms of increased expenses does fixing downtime create?
- How much of a lead will competitors gain because of the risk-exposure of not dealing with down time immediately?

We can help you monitor and influence important issues so you aren't blindsided by the government ...

Now, figure out:
- How much in terms of revenues lost does being blindsided by the government create for your prospect's industry?
- How much in terms of increased expenses are created by prospects who try to tackle these issues on their own?
- What's the upside of your prospects using your services to mitigate risk of decisions being made by legislators?

I estimate your spend is $28.2 million annually. Let's get together to discuss 3 points

Now, figure out:
- How much in terms of revenues generated should your prospect expect per million of spend, spent with you?
- How much of a reduction in expenses will your clients receive on average by entrusting their spend to you?
- How much of increase in coverage and reduction of expenses should your prospect anticipate while reducing how much significant risk?

The better words you use to speak directly to your prospect's interests the better your prospect will understand what you are talking about.

Creating an impact statement is not for wimps. In fact we spend on average 3-5 hours of coaching time per client to craft a killer impact statement that promises to open previously closed doors as well as increase annual sales revenues by more than 50% ... not a bad return on a couple of hours of work!

Make sure your impact statement addresses one or more of the Top Dog's top three concerns. Better words. Better communication. Bigger commissions.

Post your thoughts here for better learning!

Visit: www.coldcallingexecutives.com

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