4 Keys to Cold Calling Success
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Does the idea of cold calling cause dry mouth, upset stomach or sweaty palms? In business, cold calling remains one of the most effective sales strategy to get consumer’s attention, but it only works when it is done right. During this Small Business Marketing 101, Jeffrey Soell, the vice president of sales with CitaLinkCorp, joins us to give you the keys to cold calling success. He’ll go over the four keys to communication via phone, how to get past the gatekeeper and keep your prospect’s attention and interest. Plus, you’ll learn the number one vital tool you need to have for effective calls.
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4 Keys to Cold Calling Success
- 1. With Special Guest 1
- 2. Session Framework Jeff Soell VP of Sales CitaLinkCorp Lora Ullerich Digital Media Specialist Lora.Ullerich@coleinformation.com
- 3. Session Framework • Benefits of Cold Calling • 4 Keys to Success • Real Script Examples • Five Action Points to Start on Today
- 4. Then and Now Cole Directory • Published in 1947 • “Blue Book” • Crisscross directory of addresses and phone numbers Invaluable information for a number of industries: • Telemarketing • Debt collection • Law enforcement Today, web-based lead generation for business
- 5. www.colecommunity.co m
- 6. Features: • Webinars • Playbook download • Articles • Buddy’s Blog • Resources
- 7. Get Cold Calling Successful sales people know cold calling helps: • Insures a predicable, steady sales funnel • Helps connect with more customers • Close more sales
- 8. Not so fast! D’Arcy Norman via flickr
- 9. The 4 Keys to Cold Calling Success 1.) A Proper Plan 2.) An Effective Tool 3.) A Targeted Prospect List 4.) Something to Say 9
- 10. Proper Planning • Get yourself in the proper mindset •Negative thoughts/limiting beliefs • Block out a window of time • Stay Focused 10
- 11. Effective Tool CitaLinkCorp Web Based Auto-Dialing Tool •Doubles to Triples Your Calling Production •Eliminates Monotony / Reduces Call Reluctance •Helps Track Results and Plan Follow Up Activity 11
- 12. Targeted Prospect List • Pull your 10 best customers. Look at who they are, what their ages are, average incomes, types of neighborhoods they are. • Depending on your Cole Information product, use the tools to reach out to more. • Based on the customer profile information, figure out the offering, event, etc. to reach out to them when they’re most receptive to you. 12
- 13. Say The Right Thing Building Effective Scripts • Introduction • Customer Benefit • The Close 13
- 14. Map Your Message •Twitter friendly headline: •Who you are in 140 characters or less •Add three supporting key benefits: •Critical to your message •Very short.—bullet points •More time? Reinforce the message •Add statistics or examples for each of your benefits 14
- 15. Map Your Message CitaLink Corp helps make cold calling more efficient & effective for customers through automation Helps increase User friendly sales Advanced •30% increase in outbound •Customers only need a Technology marketing. computer and Internet connection. •Auto-dialer •No delay •Crystal clear connection 15
- 16. Sample Script Hi is Joe Smith there? Hi Joe, my name if Jeff Soell with CitaLinkCorp. We are a web based auto dialer service and we make calling existing clients and new prospects more efficient and effective. We have worked with Cole Information to improve their offering to their client base resulting in new sales and higher customer retention. I would like to schedule some time with you to explore your customer retention and new sales methods and see if we can help you like we did Cole Information. Are you available this Monday or would next Monday be better?
- 17. Leave a Message! B2B message: “Hi this is (name ) with (Company name) calling in regards to (a competitor). Please call me at 314.555.5555 when you get a chance . Thanks.” Sample: “Hi this is Jeff Soell with CitaLinkCorp and I was calling in regards to (Cole’s competitor). Please call me at 855.282.7297 when you get a chance. Thanks.” “Hi Lora thanks for getting back to me. I was calling because we were able to help (Cole’s competitor) improve their customers results by making it easier for them to contact the prospects that they provide. Are you interested in improving the value that you provide to your customers?”
- 18. Leave a Message! B2C message “Hi this is (name ) with (Company name) and I was calling to (your service or benefit). Please call me at…Thank you.” Sample: “Hi this is Jeff Soell with XYZ Insurance and I was calling to see if we could save you some money on your homeowner’s insurance. Please call me at 314.555.5555.”
- 19. Track & Measure Once again, track and measure
- 20. 5 Action Points • Get Prepared- get your plan in place and scripts built. • Practice on your friends/family. • Pull a list of prospects, contract with an auto dialing service and get started. •Track and measure. • What’s working? What’s not? Do more of what’s working.
- 21. Resources Tips to Crafting the Perfect 15 Second Elevator Speech
- 22. Thank You Contact me at: Jeff Soell CitaLinkCorp jsoell@citalinkcorp.com 855.282.7297
- 23. 8
Notes de l'éditeur
- Hello & thanks for joining us for Cole Information’s Small Business Marketing webinar: 4 keys to Cold Calling Success During Cole Information’s Small Business Marketing 101 , Jeffrey Soell, the Vice President of Sales with CitaLinkCorp , joins us to give you the keys to cold calling success. He’ll go over the four keys to communication via phone, how to get past the gatekeeper and keep your prospect’s attention and interest. Plus, you’ll learn the number one vital tool you need to have for effective calls. In addition, one lucky attendee will win a $50 Amazon gift card. But hurry, spots are limited. Reserve your seat today!
- Small Business Marketing 101 webinar series Thanks for joining us. My name is Lora, I’m the digital media specialist for Cole Information. Today I’m happy to have Jeff Soell, the VP of Sales at CitaLinkCorp, a premier web based auto dialing service. Jeff has been with CitaLinkCorp since its inception. Through enterprise sales and the insightful attentiveness to his customers’ needs, Jeff has been a major contributor to growth and technology updates. CitalinkCorp is now the most user friendly and technologically advanced system in the industry. Their clients see an average of 30% increase in their outbound marketing, ultimately increasing leads and sales.
- Discuss today's session: During Cole Information’s Small Business Marketing 101 , Jeffrey Soell, the Vice President of Sales with CitaLinkCorp , joins us to give you the keys to cold calling success. We’ll disucss the positive benefits to cold calling. He’ll go over the four keys to communication via phone, how to get past the gatekeeper and keep your prospect’s attention and interest. Plus, you’ll learn the number one vital tool you need to have for effective calls. Close it up with 5 action points to get you started today. Some housekeeping items for you, I do value your feedback & questions—so if you have a question/comment, please use the dashboard located on the right hand side of your screen and type your question/comment in the applicable area. We are recording today’s session and it will be availbale to you via email in about 24 hours. And one lucky attendee to today’s small biz webinar will walk away with a $50 Amazon GC at the end of today’s webinar so stay tuned for the opportunity to win that.
- We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
- We also have a an online community called Cole Community, where with articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. We invite you to take a look around, check out the site & use it as a resource for your needs.
- Cole Community features articles, a blog & other content including past webinars we think is interesting & is beneficial to small business owners like yourself. Best of all, it’s FREE! We invite you to take a look around, check out the site & use it as a resource for your needs.
- A recent study was completed with over 120 respondents indicating that over 75% of them feel cold calling is dead or not effective. Some reasons for this might be: The monotony of the task Too much rejection Not enough time A lack of results Let’s face it…picking up the phone and cranking out calls everyday can the last that most of us want to do I believe that cold calling or phone prospecting is an essential task to every successful sales person or team Cold calling done properly will Insure a predictable, steady sales funnel Connect you with more customers Result in more sales
- Mindset Identity your negative thoughts or limiting beliefs You‘ve got to believe in What you’re selling You are the only solution for the prospect Block Out Time & Stay Focused Put cold calling on your schedule as an appointment and keep it. Whether it’s one hour or longer, dedicate the time needed to get to the close. Start by setting the stage. Turn off any phones or internet devices that are not part of your calling toolbox in order to stay focused. Have your lists prepared or calling software running. After the calls are made, schedule any follow-up activities right away. Track your call results using tailored software or your own system.
- You may have heard some people refer to sales as a numbers game. I am hear to say that that is wrong. Sales is typically not a numbers game. It is based on personality, likability, being able to properly assess needs and deliver solutions. Those are skills that each of you possess and hopefully continue to develop. I do believe Cold calling and telephone prospecting is a numbers game. Data from one of our largest clients gives us an insight to what type of results to expect or shoot for. With thousands of people placing several million calls over a 6 month period, we found that for every 90 dials- an average of 30 conversations will be had with 5 positive results. -- describe positive result. So one of the keys with Cold calling or phone prospecting as I like to call it is to get through as many calls as you need to generatre the results that are seeking. You can increase your success with the use of technology. My company…
- Lora, would you like to assist here?
- The goal with your script is for your prospect to hear you and get hooked. So what makes a good script? Write your script the way you talk, and get to the point. Practice it so it sounds conversational not read, In the first 10 seconds you are selling the rest of the call. On the rest of the call you are trying to sell the next step. (say this twice) This next step will be different for everyone out there based on product and sales cycle. Intro – you want to state who you are and exactly what you do and how you can be a benefit to the prospect. Customer benefit– go into more detail about exactly what you do and how you can be a benefit. Use success stories of similar organizations, mentioning pain points and solutions. If you can ask leading questions that they can only answer in a manner that points to your solution. Map your message- Forbes Magazine & contributor Carmine Gallo has a great article & an excellent video clip that you can access at the end of this presentation that may help you develop a succinct message. Message mapping can also be helpful for customers that integrate online marketing tactics. Close the Deal Ask for what you want…specifically to this phone call. Remember you are not trying to close a sale over the phone on a first call, that’s not realistic. You are just trying to get to the next step in your sales cycle. It could be scheduling an appointment? Plan a meeting? Inviting to a webinar? Gathering info for a quote etc. Expect objections and be ready for them– these will be the key points and solutions that you provide and that you have sorted out when mapping your message. Keep coming back to the close
- Okay, so some of your are struggling with a short, concise elevator pitch or intro. Well, it may be helpful for you to map your message. I was reading Forbes Magazine & contributor Carmine Gallo has a great article & an excellent video clip that we’ll include at the end of this presentation for exactly how to do this. Here’s the jist of the article…think short & sweet like twitter. That's why you might want to check out the 15-second pitch strategy advocated by Forbes contributor Carmine Gallo. His article -- and the excellent video clip -- briefly shows how to craft an "elevator" pitch that you can deliver in a mere 15 seconds. If you have a little more time, or need more details, he also shows how to blow that out to a still-trim 30 seconds. Gallo explains how to tell a simple, clear and concise story by building a message map. Start by crafting what he calls a "Twitter-friendly headline" -- what you want your audience to know, told short and sweet in a way that will fit in Twitter's 140-character format. From there, expand on the Twitter headline by adding three supporting key benefits. They should be critical to your message and very short. They're not stories, they're just bullet points. If you did it right, you now have a narrative you can tell in 15 seconds. If you have more time, you can further expand your story by reinforcing each of the three benefits with statistics or examples. Watch the 5-minute video to see how to do this yourself.
- So, let’s take a look at my company. If we created a twitter friendly headline of my main paint, here’s what it is: Citalink Corp helps make cold calling more efficient & effective for customers through automation. Now my three supporting points: (some of you may have 4) User friendly Technology advanced Helps increase sales That needs to be in your 10 seconds…and if I have more time, I can flesh out those supporting points with statistics or examples—customer testimonials?
- This is me making a call about my company Citalinkcorp to Joe Smith who works for a company similar to Cole information. You will see me use Cole information as a reference.
- Some of you have asked, should I leave a message? YES! Here’s what you should say: The competitor should be someone that you have helped or worked with in the past. For example if I were leaving a message for Lora at Cole Information I would say something like the following:
- B2C message: If the consumer is interested in your product or service there is a chance they will call you back, however, at least you are starting to create brand awareness about you and your company. This will help to eliminate the “Cold” in your next call. In both messages you want to be short and to the point. Again, no sale will ever be made from a voicemail message. You are just trying to set yourself up for the next contact you make with the prospect.
- Pull your 10 best customers.—look at who they are, what their ages are, average incomes, types of neighborhoods they are. Download a list from ColeLists customer cloning tool & reach out to more. Based on the customer profile information, figure out the offer, event, etc. to reach out to them when they’re most receptive to you. Track and measure. Then honestly look and see. What’s working? What’s not? Do more of what’s working and less of what’s not.
- Before you pick up the phone, stop!