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Are your b2b cold calling tactics a little on the weak side? Don’t worry, you are not alone.

When I conduct practice calls with salesreps and marketeers, I am amazed as to how many don’t remember or utilize the basics of winning – especially against stiff competition.

On the first call, they tell me how great their product or service is, how wonderful their company is, and how attractive their pricing is. Also, how superior they are to competitors. Then they ask me for an appointment to discuss details.

The call ends because I hang up on them. They thought they had done well, but the cruel reality of the marketplace just reared its ugly head.

Why on earth should I meet with this rep when all he/she did was lecture me on their offering? They didn’t ask me any questions!! They didn’t say anything relevant to my making money. Even worse, No respect for my time or asking what my priorities are. Where was the value for me? Listing to their cold calling and weak selling techniques? For what purpose of mine? None.

Bottom Line: They did not ask me what my criteria for choosing a supplier, if any, was. No way will I meet or chat again. They lost the opportunity.

Selling is a listening business, not a lecturing business. Selling is an understanding mission. Psychiatrists, Priests, Rabbis, and Guidance counselors listen just to name a few. Why? Because that is how you get inside the head of the person you are trying to help, convince, or sell.

cold calling

Why Cold Calling Still Works

Here’s a basic overview of my first call strategy

What I do is call the targeted executive, introduce myself, and immediately ask if they have two minutes. That shows I respect their time. They were not expecting your call but may have an interest. Being a bull in a china shop may lose you that opportunity before you speak. They’re too busy? Ask politely when a better time to reach them is. Take the cold out of cold calling and make the experience a mutual participation.

Assuming they have the time I say –  “In case you get called away, can I give you our website?”

That shows that I know this call is, at this moment, low priority and the target is busy. The target has also been called by many other vendors/suppliers, so there may be a wall of resistance already erected. Your courtesy and respect is the start of a winning strategy. Now they are not thinking of you as “just another one of those cold calling companies.”

From there I say – “Let me tell you why I am calling, and if there is interest we can send details.”

This shows you know the target is busy and you want to make this a net-net first message. It also helps manage your time in case the target has no interest or time – this is a winning strategy for both parties.

How do you introduce yourself during a first touch sales call?

CEO , OMAIUSA
Ray Lichtman received his BS from Rensselaer Polytech in 1966 and his MBA from Columbia University in 1968. After a career spanning 24 years with IBM as a Senior Marketing Representative for new business he formed OMAIUSA and has been the CEO for the last 25 years. Ray is focused on helping technology and consulting firms expand revenue and market share while optimizing staff performance.
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CEO , OMAIUSA
Ray Lichtman received his BS from Rensselaer Polytech in 1966 and his MBA from Columbia University in 1968. After a career spanning 24 years with IBM as a Senior Marketing Representative for new business he formed OMAIUSA and has been the CEO for the last 25 years. Ray is focused on helping technology and consulting firms expand revenue and market share while optimizing staff performance.

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