MASTER COLD CALLING NOW!
HOW TOCRUSH IT,KILL IT &MASTERCOLD CALLINGNOW!ANTHONY IANNARINO
C O L D C A L L IN G BOOT C A M PTable of ContentsIntroduction.3The Anti Cold Calling Crowd are Charlatans. Period.4The Truth About Why Salespeople Don’t Like Cold Calling. .5C-Level Executives Want to Hear From You. Maybe.6The Best Way To Lose a Prospect’s Interest While Cold Calling .8Six Principle for Effective Cold Calling.102Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .Introduction
C O L D C A L L IN G BOOT C A M PHOW TO CRUSH IT, KILL IT, ANDMASTER COLD CALLING NOW.Over the past year, I have written blog post after blog post at my site, http://www.thesalesblog.com. Most ofwhat I have written was written to be published later as a book. That book is coming in the not too distantfuture.Of all the topics I have written on, what I have written about cold calling has always struck a nerve, elicitingstrong opinions— either for or against. Much of the email I receive is for advice and ideas about how to bemore effective at cold calling, or it is to remind me that Sales 2.0 has replaced cold calling (an idea with whichI am vehemently opposed with every fiber of my being).I collected a few posts on cold calling here to serve as a guide for those who would endeavor to improve theircold calling skills. I hope you find it useful in improving your effectiveness and that you adopt these ideasinto all of your prospecting activities.G O C R U S H I T. G O K I L L I T.GO AND MASTER COLD CALLING.3Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .Introduction
C O L D C A L L IN G BOOT C A M PThe Anti Cold Calling Crowdare Charlatans. Period.networking, referrals, traditional marketing, socialThere are two reasons that cold calling takes asales person. If you don’t like cold calling, considerbeating by so called sales gurus. The first reason isthat you might not like it simply because it is hardthat most salespeople aren’t very good at it (mostto be really good at cold calling. Treat cold callingpeople like to do work at which they are abovelike anything else that you want to be really goodaverage, especially when it is noticeable). Theseat and dedicate the time and resources necessary.salespeople complain about cold calling.The second reason cold calling gets bashed is thefact that a whole cottage industry has popped up tosell the idea that cold calling is dead to the group ofsalespeople who aren’t very good at it and wish foran easier way to set appointments.The anti cold calling crowd preys on weaksalespeople. These charlatans are no different thanthe charlatans that sell the idea that you can loseweight without exercise or diet, that you can getrich quickly without working, and that affiliatemarketing creates millionaires (which it does, butmedia and more. You cannot leave cold calling outof your arsenal; it is just too valuable a skill for a1. Read a book on cold calling. In fact,read two books.2. Ask someone who is good at cold calling tolisten to you make calls and offer suggestions.3. Record all of your calls and listen back tothem to hear how you sound to the prospect.Then do something to make your calls better,stronger. Rewrite your scripts to make themmore compelling to the prospect.4. Get a coach.the millionaires are the folks who sell the picks andBuy a cold calling program on CD and listen to itshovels, not those that are standing in the streamon the way to and from work.panning for gold). Cold calling has much in commonwith weight loss, fitness, and getting rich. Like allof these, cold calling is hard work. Cold calling isalso a prerequisite for success in sales, just likediet and exercise are prerequisites for weight lossand fitness, and spending less and saving more areprerequisites for becoming wealthy. To succeedIf you work at cold calling, you can and will getbetter. If you work especially hard at it, you can getbetter even faster.Whatever you do, don’t buy the snake oil sold bycharlatans and con artists.at prospecting today, you need to use everyIf you plan to do well in sales, plan to get good atweapon in your arsenal, cold calling, warm calling,cold calling4Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .The Anti Cold Calling Crowd
C O L D C A L L IN G BOOT C A M PThe Truth About WhySalespeople Don’t Like ColdCalling4. Does your script make you sound like aprofessional whose clear goal is to createvalue for the customer? Or does it make yousound like a credit card company?There are two groups of people who cold call:telemarketing firms and professional salespeople.Lack of Ability to DifferentiateFor telemarketing firms, cold calling is allProfessional salespeople need to differentiatethat they do.themselves in a crowded field. This is difficult toFor professional salespeople, cold calling is one toolin an arsenal of many tools (or at least it had betterbe). There are many reasons that salespeople don’tdo, and it is more difficult over the telephone–especially when the salesperson rattles off the samelines the prospect just heard from a competitor.like cold calling, but in professional salespeople, itSalespeople don’t like to make cold calls when theyis rarely a fear of rejection. Instead, it is usually onecannot differentiate themselves. There are a lot ofof three reasons:gimmicks and tricks to differentiate that have beentried over the years, like fake polls and surveys, but1. Lack of Preparednessall result in a lack of trust once the call turns intoa sales call. To differentiate yourself on the phone2. Lack of Ability to Differentiate3. InabilitytoCreateValueis difficult, but it has to be done and it has to befortheirDream Clientauthentic. The best way to differentiate yourself isto create value for the prospect.Lack of PreparednessInability to Create Value for the ProspectNo one wants to do a job that they don’t haveProfessional salespeople succeed when they createthe proper tools, technology and training theyvalue for their prospects and customers. Whenneed to succeed.cold calling doesn’t provide you with the ability toThe tools, the technology, and the training prepareyou to succeed and build confidence. The oppositecreate value for the prospect, it doesn’t feel like aworthwhile use of your time.is also true; a lack of the proper tools, technologyThere are sales organizations who have figured outand training destroys confidence. For cold callinghow to deliver value before claiming value overthis boils down to a couple of key factors.the telephone. They still ask for appointments.1. Do you have a written script?2. Do you have a written script for objections?3. Is the script something that you can beproud to use?5But the calls are valuable for the prospect becausethey provide the prospect with something morethan a request for an appointment. The reasontelemarketing is so offensive to the people receivingthe call is because it is so one sided; it isn’t aboutcreating value for them.Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .T h e Tr u t h a b o u t C o l d C a l l i n g
C O L D C A L L IN G BOOT C A M PC-Level Executives Want toHear From You. Maybe.ConclusionPoor Results and Call ReluctanceAll of the above factors lead to poor results, andpoor results lead to less activity. Correcting andimproving the three factors above can make coldcalling a more valuable tool in a salesperson’sCould it be that some salespeople are simplymore effective than others at calling and gainingappointments with C-level executives?Cold Calling C-Level Executivesarsenal. Answer these questions:There is no reason that you, as a professionalQuestionssalesperson, cannot pick up the phone and callHere are some questions you can use to startthinking about how you can improve your coldcalling activity.(and you do have great ideas!). There is no reasonyou cannot pick up the phone and say: “Hi Tom.This is Anthony with The Sales Blog. I just read an1. Do I have a great script for making calls? Is it2. Do I have written scripts for all of theobjectionsarticle about your new initiative, and I have someideas that I believe will helpful to you and XYZsuper professional?potentialC-level executives, providing you have great ideasImightreceiveon the call?Company with this project. I’d like to invite you tograb a cup of coffee and a quick discussion on twoof these ideas. I promise it will be 20 minutes thatwill be worth your while whether you use us or not.3. Does my script immediately make medifferent in the mind of my prospectivecustomer? Does it make me sound like thelast ten salespeople who called?4. What could I say on a cold call that woulddifferentiate me from my competitors?Who do I have to be to stand out from theWhat does Thursday morning look like?” Does thisrequire that you have the ideas? Absolutely.Do you have to be prepared to generate value onthe appointment? Absolutely.Are some of these executives still going to say no?Absolutely.crowd? How does the prospect know I amWhich is why you never pursue a singleremarkable over the telephone?approach and you instead use every prospecting5. How could I make a cold call a valuablemethod available.use of my prospect’s time? What does theprospect need that I could use the cold callas an opportunity to deliver?6Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .C-Level Executives
C O L D C A L L IN G BOOT C A M PWhy Do C-level Executives Take Your CallWho do you think has the worst case of insomnia inyour prospect’s company? No one, and I mean noone, has bigger problems with more at stake thanC-level executives. No one wants to make suretheir initiatives succeed like C-level executives.C-level executives are charged with achieving theircompany’s strategic goals and objectives.Where those goals and objectives rub up againstmarket realities are where problems are found.Where problems are found is where there is anopening for you to create value.are interested in business. (I am not suggestingrapport isn’t important, but you Damn well betternot start with the trivial). C-level executives needyou to be their go to expert in your field. They knowthey are not subject matters on everything, andthey know they cannot afford to not understandthe parts of their business where your business canmake a difference.They will expect you to be a subject matter expertpar excellence, filling a gap that they have in theirknowledge and experience. You will need be thekind of person that is going to own the initiativeand the results of what it is you sell. You will needWhat’s Expected of Youto be the kind of person who can achieve theIn order to provide value to C-level executives, youtheir team throughout the entire process.outcomes you promise, engage with your team andhave to be able to either solve a problem for themor help them create a new competitive advantage(although I would argue that creating a competitiveadvantage is still solving a problem, it is justcreating the problem of not having the competitiveadvantage first).ConclusionLet’s not forget that C-level executives are human(well, I have met a few that may not be). They usuallyhave more experience and greater competencieswhich has led them to a position of responsibility.To get the opportunity you have to be a couplethings. You have to be supremely confident thatyou can solve their problem or help them witha competitive advantage. You have to have thebusiness acumen to be able to speak to them intheir language, and the language of business isoften financial or strategic.This responsibility includes achieving results fortheir company, their clients and customers, theirstakeholders, and their shareholders. They buildteams to achieve those results, and their partnersare part of that team. If you can differentiateyourself, you can get their attention. If you cansolve problems and/or create a competitiveThis means you have to be able to read a financialstatement, and that you are as good with MicrosoftExcel as your nearest CFO. You need to be ableadvantage (owning the outcome), you can be partof that team. Having the necessary skills is up toyou. And so is having the confidence to do so.to prove out your points, and this includes ROI.You also need to know how they compete andtheir strategic advantage in their market. Youneed to forgo the simple rapport building. C-levelexecutives are interested in business and they areinterested in doing business with other people who7Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .C-Level Executives
C O L D C A L L IN G BOOT C A M PQuestionsYour Call to Action Is Self Centered1. What do you believe about C-level executivesIf you were on the other side of this salesperson’sthat prevents you from being able to pick uprequest for an appointment, what might youthe phone and call themsuspect you would spend your time talking about2. What do you believe about yourself thaton a sales call should one be given?prevents you from being able to pick up theThis statement makes the prospect absolutelyphone and call a C-level executive?certain that you are going to spend your time3. What are you missing that, if you had it,would make it easier for you to make the callshigher up your prospect’s organizationalchart? What do you have to do to get it?talking about you and what you do. “But wait,” yousay. “That isn’t at all what I hoped to accomplish onthe first call” But that is what you said, and that iswhat your dream client now believes.Your Call is Undifferentiated4. What is your best language for calling aTruth is, there are a lot of people using this veryC-level executive?same opening (it works sometimes, especially withThe Best Way to Lose aProspect’s Interest While ColdCallingA few weeks ago I received an email from a firsttime salesperson struggling to make appointments.Her problems were many, starting with the factthat she has had no sales training and no salesmanager. Her question was on how to get better,and I recommended two of my favorite salesbooks. She had read one, and she bought the other.She sent me a follow up email to better describethe real problem she was confronting, which shesmaller, transactional clients). Your prospects anddream clients are subjected to this request overand over again. In the past, they have agreed tomeet with some nice sounding salespeople andthey have found them all to be pretty much thesame—not value creators!By using the exact same approach with the exactsame language choices, you have confirmed thatyou are no different than those who have comebefore you—and the many who will call using thesame line in the future.Your Call Provides No Value and ConfirmsNo Future Valuedescribed as having trouble “introducing herself”and her company’s “consulting services.” ThereBy making your request both about yourself andis no doubt that making the statement “I’d like toundifferentiated, you confirm for your prospect orcome by and introduce myself and my company’sdream client that you lack the ability to be valuableservice to you,” is sometimes effective.to them—this is true, even when you really can beof value. By making even your request about you,But that sometimes is very, very rare. Here is whyyou demonstrate that the focus of this call is aboutthat opening’s call to action isn’t effective and whatcreating value for you and not your dream client.to do about it.8Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .L o s e a P r o s p e c t ’s I n t e r e s t
C O L D C A L L IN G BOOT C A M PBy not making your call different, the dream clienthas no choice but to believe that you have nonew value creating ideas worth her time and herattention. The first assessment that your dreamclient makes is whether or not you are someoneworth spending time with—what are they goingto get out of the call. The best they can hope for,based on your request, is that they might get tovisit with a really nice salesperson with nothingvery valuable to offer.ConclusionThe first step in gaining appointments when coldcalling is to capture your dream client’s interest.In ti out of 10 cases, offering to talk about yourselfisn’t interesting and it isn’t compelling.Effectiveness in cold calling and appointmentsetting is built on differentiating yourself and youroffering and by proving you can and will help yourdream clients produce better business results.Your Call Confirms That You Lack BusinessAcumenYour dream clients have business issues, businessproblems, business challenges, and businessopportunities for which they require outside help.Your call does nothing to indicate that you havethe business acumen, the experience, or theresourcefulness to help them overcome theirproblems or to take advantage of their opportunities.Questions1. What does your script suggest about yourintentions for the first appointment withyour dream client?2. How does your script differentiate you ina crowded marketplace? Does it confirmthat you are no different and that you havenothing new to say?3. Do your scripts and your language choicesHow to Remedy This Problemsuggest that you are a professional in yourThe way to remedy this problem is to writefield and that you possess the businessbetteracumen to make a difference for your clients?scripts,scriptsthatdon’tviolatethe above principles.4. Do your scripts and your language choicesBetter language will be customer focused, it willconfirm your ability to create value for yourdifferentiate you from your competitors, it willdream client, even on the very first call? Whydemonstrate that your intention is to create value,would they believe that meeting with youand it will confirm that you have the businesswould benefit them now and in the future?acumen and the resourcefulness to really helpthem with their business.9Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .L o s e a P r o s p e c t ’s I n t e r e s t
C O L D C A L L IN G BOOT C A M PSix Principles for Cold Calling11. You Are Going to HearNo. Don’t Believe It MeansAnything.Your dream clients and prospects get hundreds of22. Your Dream Client ReceivesLots of Calls. You Have toDifferentiate Yourself.Your dream client cannot tell from a telemarketingcold call who is worth seeing and whoisn’t worth seeing.calls from salespeople. Your dream client has noIn order to gain their attention, you have toway to know who is worth spending time with anddifferentiate yourself from your many competitors.who is not worth spending their time with. WhenA lot of companies treat all of their providers andfaced with this dilemma, they make the easiestpartners as commodities, which means one of uschoice: they say no. They don’t just tell you no. Theyis as good as the next—even when this is not true!don’t just give you an objection. They give almostDuring your call, you only have two tools thateveryone the same no and the same objectionyou can use to differentiate yourself from yourbecause it works. The objection prevents themcompetitors:from having to spend their time with salespeoplewho are wholly unprepared to create any valuefor them. Those that are great at cold calling andtelemarketing do not attach any meaning to theword no or to the objection that they receive.They do not feel as if they have been rejected.They don’t believe that the word no or the dreamclient’s objection is some insurmountable obstacleto making an appointment. They don’t believethat it means that they have failed. They attach nomeaning to it at all. To succeed at cold calling youhave to know that your first answer to a request isgoing to be no and that it doesn’t mean anythingabout you, about their need for you or your service,or about your prospect of gaining an appointment.It is simply part of the dance.1. The language choices that you make, and2. What you personally bring to the call.If your language choices are the same as all of yourcompetitors, you are not going to be perceived asbeing different. If the way you say what you saymakes you sound like you are not passionate, likeyou are not excited, like you are not interesting, andlike you do not have the ability to make a difference,you will not differentiate yourself. Your competitorsare trying to sound professional. You need to sounddifferent. Being real, being conversational, andbeing authentic will help you differentiate yourself.If you do not sound like you are passionate aboutmeeting with them and helping them, how doyou expect them to be passionate about meetingwith you and giving you their time? You still needto have the business acumen to talk about yourdream client’s challenges in a meaningful way, butauthenticity and professionalism are not mutuallyexclusive. Authenticity is enabled by confidence.Be yourself (and be a confident you).10Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .Six Principles of Cold Calling
C O L D C A L L IN G BOOT C A M P33. You Have to Prove You Area Value Creator. Not a TimeWaster.Writing down what you intend to say also preventsyou from having to read it from a piece of paper.By writing your script, utilizing it in practice,discerning what works and what doesn’t, and thenYour dream client has allowed her time to be wastedre writing your script, you build greater confidenceby salespeople in the past. Your call is alreadyand competency. You should also write down allsuspect; your dream client believes that you willof the common objections and concerns you hearwaste their time and that you are not a value creator.from your dream clients so that you can haveYou have one chance to make a first impression,prepared, effective language choices.and you have to say something that proves thatyou know that it is your job to help them achievea better outcome than they are presently getting.You have to say something that indicates that youknow that you own that better outcome. If you say:“I’d like to stop by and introduce myself and myservice,” you have said nothing that indicates thatyou intend to create value. If instead you say: “I’dlike to sit down with you for fifteen minutes to seehow we might be able to help reduce your overallcost of and improve yourresults,” you sound like a value creator.455. Your Goal Is anAppointment. Nothing Else.Your goal is not a conversation. Your goal is nota needs analysis. Your goal is not a presentation.Your goal is simply an appointment, nothing else.All questions that would lead to a conversationneed to be responded to in a way that insteadleads to an appointment. You hear: “what makesyou different?” You say: “we have six fundamentalthings that make us different and that make adifference for our clients, including a couple of4. You Are Already Using aScript. Write a Better One.proprietary service offerings that only we have.I’ll make sure I am prepared to show you howwe put these six ideas to work for our clients.Even if you don’t use a written script, chances are,What does next Thursday afternoon at 2:00 PMyou are saying about the same thing on every calllook like?” If you answer the questions withoutthat you make.leading the conversation towards committing toImproving your script improves your results. Itis tremendously helpful to go through the actof writing down what you intend to say beforeyou say it. It helps build the language into yournervous system; it makes the language part of you.11an appointment, you are arming your dream clientwith the information they need to say no. You aregiving them enough to say that your answer isn’tenough for them to want to change right now. Youcannot sell without first understanding your client’sneeds and their dissatisfaction. However, the coldCold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .Six Principles of Cold Calling
C O L D C A L L IN G BOOT C A M Pcall is not the place to conduct that needs analysis.The more questions you ask, and the deeper you getinto a conversation, the less it becomes necessaryfor your dream client to meet with you. In B2Bsales, always be closing is problematic; especiallywhen not enough time, trust, or value has beencreated to deserve the close. But when it comes tocold calling, always be closing is the rule. In orderto create an opportunity, you have to first get in.ConclusionLots of salespeople are challenged by having tomake cold calls. But there are some principles that,if taken to heart and adopted into your practice,can make your cold calling a lot more effective.1. What meaning do you attach to the word no?What could it mean instead?2. How do you differentiate your call from the66. You Are Going to Haveto Push if You Want anAppointment.It will not be often that you reach the contact youneed on your first call. It will not be often that youhundreds or more calls your dream clientreceives every year?3. What do you say to ensure that the recipientof your call knows for certain that you are avalue creator and not a time waster?get an appointment the first time you reach your4. Could your cold calling be improved bydecision maker or decision influencer. It will not betaking the time to choose more effectiveoften that you get an appointment the first time youlanguage? Could it made more effective ifask for one. If you really want the appointment, youyou spent, say, two hours writing out whatare going to have to push. You are going to have toyou really want to convey?call more frequently than feels comfortable to you.You are going to have to ask for the appointmentmore times than feels comfortable to you. Youare going to have to be persistent and resilient.Persistence means that you don’t accept no for ananswer and you keep trying. Resilient means thatyou bounce back from the no to try again, withoutallowing the answer no to discourage you in anyway. You are going to have to push. You are goingto have to ask for the appointment more than once5. Are you trying to create the value of aneeds analysis on the telephone instead ofscheduling an appointment?6. Are you willing to push in order to get theappointment that you need? Is a quarterlyphone message really indicative of yourstrong desire to perform for your dreamclient?each time you connect with your decision makeror decision influencer. If you really want theappointment, you have to behave as if you reallywant the appointment.12Cold Calling BootcampC o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .Six Principles of Cold Calling
C o p y r i g h t 2 0 1 5 B 2 B S a l e s C o a c h & C o n s u l t a n c y. A l l r i g h t s r e s e r v e d .How to Crush It, Kill It, and Master Cold Calling Now!
2 Cold Calling Bootcamp Introduction COLD CALLING BOOTCAMP Table of Contents . sell the idea that cold calling is dead to the group of . business acumen to be able to speak to them in their language, and
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Sales Definitions Prospecting - Finding potential customers is called "prospecting." Cold CallingCold Calling - Cold calling typically refers to the first telephone call made to aCold calling typically refers to the first telephone call made to a prospective customer. More unusually these days, cold calling can also refer to calling face-to-face for the first time without an appointment at .
Cold calling and doing business over the phone is becoming a more significant part of a sales person's job every year. This is not very good news for many sales people as just about everybody can agree that cold calling is one of the more difficult and less desirable activities that needs to be done during the day. Does cold calling work?
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publicised actions taken against cold calling occurred in July 2001, when Thai authorities raided several cold calling premises. While the large increase in cold calling queries to ASIC suggests that this publicity did alert many people, many more may still be unaware of the scam. Research aim
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