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Cold Calling/Prospecting
Last Updated: Jul 25th, 2005 - 12:27:20
Have you read any novels by John Grisham, Tom Clancy, Anne Perry, Nelson DeMille or perhaps Patricia Cornell? They have the uncanny ability to draw you in, to get you to read the next paragraph, the next page and the chapter beyond even though it is well past midnight.
Why?
Because they are masters at intrigue. Intrigue is defined as “mystery, suspense; to arose interest or curiosity.” At the end of every chapter, these authors leave you with an unanswered question, a moment of suspense, a sense of expectation. You can’t help but read on.
Voice Mail Novelists
When prospects pick up /access their voice mail, they are, in effect, picking up a ‘book’ and leafing through the pages. Something must catch their eye…er…ear. In a way, you must become a master of intrigue when it comes to leaving a voice mail. You must become the Grisham or Cornell of voice mail! You must leave your prospect hungry for more. He or she must want to pick up that phone in the telephony equivalent of turning to the next page.
How do you do this?
Intrigue Builders
Writing a good novel is essential a matter of technique. So too is leaving a voice mail. After leaving your name and your company here are some ‘techniques’ or statements that leave your prospect curious for more.
“ I need your help…”
This statement has proven to be very effective in getting prospects to call back. It looks like this:
“Mr. Gandara, I need your help with some research I am doing on safety issues and I am told you are the resident expert…”
There are 3 things that work with this statement. The first is that the word ‘help’ appeals to the average individual. It is not threatening and it certainly doesn’t sound like a sales pitch. Secondly, intrigue is created by forcing the recipient to ask: “What kind of help?” “Why?” “What’s this all about?” Finally, the phrase flatters. By stating that the prospect is the “resident expert”, the prospect feels important.
“I have an idea…”
I have used the “idea” opener in other scenarios in tele-sales and it works extremely well because it leaves the recipient asking the question ‘what idea?’ For instance:
“Ms. Ackerman, I have an idea that I would like to run by you that might significantly impact your quality control program…”
It creates intrigue in much the same manner as the “I need your help.” The prospect is forced to wonder the precise nature of the idea. That it ‘significantly impacts’ quality control makes it all the more interesting.
“A question…”
This is a new one for me. I like it and wish that I had developed it but the credit goes to Tom Freese, author of “The Secrets of Questions Based Selling”:
“Dr. Tuori, I have a question that I believe only you can answer concerning carpal tunnel syndrome…”
The fact that ‘only’ the recipient can answer the question is intrigue enough. The prospect thinks: “What question? Why me?”
“The Insider…”
Here’s another one I have seen used in various forms. The insider referral leverages the expertise, title or position of someone within your company and creates a unique sense of intrigue.
“Mr. Jackson, Dr. Carrigan, the head of our Marketing Development Division, suggested I give you a call concerning employee productivity…”
The intrigue here is twofold. First, the reference to “Doctor” Carrigan is powerful. A doctor? What kind of doctor? What is this about? Why did should a doctor want me to call? Second, the “reference” to productivity is an implied benefit. But it is not precisely clear and it nags like a persistence itch. To scratch it you have to call.
Not every company has a ‘doctor’ on staff. Another variation of this voice mail statement is “… Mr. Edgerton, our president, suggested I give you a call…” The ‘president’ is a powerful title and generally gets the attention of the listener.
Summary
Learn to be a master of intrigue. Craft your messages and try them. Test variations and see what works best for you. Maybe you’ll create your won “best seller.” Good selling.
Jim Domanski, Teleconcepts Consulting Inc. © copyright 2005
About Jim Domanski:
Cited by Canadian Business Magazine as "...Canada's reigning telemanagement guru..." Jim Domanski is regarded as one of North America's foremost experts on outbound business tele-sales and tele-support programs.
President of Teleconcepts Consulting, Jim helps businesses achieve their sales and marketing objectives by using the telephone to help generate leads and sell directly on both a strategic and tactical level.
A highly dynamic speaker and trainer with over 15 years of direct tele-sales experience, Jim has spoken to audiences around the world on telephone selling applications, skills and techniques. His "no bull" training style blends humor with "real life, real drama" situations which he has begged or borrowed from his clients.
Contact Information:
Jim Domanski
Teleconcepts Consulting
35 Vanstone Drive, Ste. 200
Kanata, Ontario K2L 1W4
1-888-353-0948
jdomanski@igs.net
www.teleconceptsconsulting.com
© Copyright 2003 by SalesVault.com
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