When you answer a call from an unrecognized number, what is the first thing you want to know? If you are like most people it is, “Who is calling?” and “Why are they calling (you)?”
This should tell you that the first thing you need to do when learning, prepping, or perfecting your cold-calling efforts is making sure that the person on the other end of the line knows ‘who you are’ and ‘why you are calling’. Successfully answering those two questions means overcoming the first two objections we all face on every call. Brilliant!
Perfecting the intro means opening the door as wide as possible for you to enter a selling conversation. Regardless of the outcome, you give yourself the best opportunity for success by establishing credibility from the outset. The benefit to this is having more time to spend on qualifying questions, i.e.; uncovering your prospect’s goals and objectives. Time with a prospect is a rare and precious thing, so the more time you spend gathering information for your business case, customized demo, and/or for colleagues who will be joining/involved in the sales process with you, the better. Truly understanding your prospect’s needs means providing/recommending the right product/service to them – which will inevitably lead to more sales and happier customers.
Here is the Intro that I like best ::
Hi Prospect_Name, this is Your_Name from Your_Company. I hope you are having a great day! The reason I am calling is:
-- I understand you may be struggling with ____ & looking for a way to fix this?
-- to find out how you are managing (process, regulation, common challenge) ___.
-- you might be familiar with __XYZ Company__, we just helped them ___.
(Note: There are many wonderful call-intros out there. A simple search will bring you hundreds of examples.)
Why I like this intro : : It’s easy, spreads a little cheer, and gets right down to business. I have put in dozens of hours researching cold call introductions, getting feedback from colleagues and managers, and consulted with the best cold-callers in the business. Simple and direct is best. There is no ‘one size fits all’ way of going about this, but if you don’t know where to begin or are struggling, use this Intro as a starting point and mold it to fit your personality and speaking style.
Regardless of whether you choose to use this Intro or develop your own, keeping it simple increases the chance the person on the other end of the line will be able to settle those 2 burning questions of ‘Who’ and ‘Why’.
If you only have one chance to make a first impression, make it great!
Interested in finding more detail behind crafting “The Reason for Your Call”? Drop us a line.
Till next time, happy selling!