Once you have your list, it’s time to turn your attention to specific steps for making The Call. To maintain a high level of efficiency, you should create a systematic approach to your cold calling process. I will share that process with you here.
“A lot of critics are lazy. They don’t want to look closely and analyze something for what it is. They take a quick first impression and then rush to compare it to something they’ve seen before.” – Willem Dafoe
The message is this – your prospects will be quick to judge you. You may not like that. It may not be fair. But it happens. So ask yourself this: What makes me different?
It better be enough to get the prospects’ attention or they will group you in with every other company in your industry. The key? BE UNIQUE!
Making the Call
Well, this is it. Are you ready? Do you know why you are calling? Do you know who you need to ask for? What is your opening line? What if no one answers?
These are all key questions you must answer before ever dialing the first number. I learned early on the purpose of my call was to set an appointment—nothing more, nothing less. I would not take no for an answer and I wasn’t going to sell to someone over the phone.
Once you have answered these questions, P.R.E.R. (Practice Rehearse Evaluate Repeat) your call in front of a mirror. I call this “crazy office time.” If someone passes by your office, she’ll think you’re crazy for sitting there talking to yourself! That’s okay. Let’s see who is laughing at the end of the month!
Follow-Up Mail Piece
Again, this involves being unique. Sending a mail piece right after a call can prove very beneficial. This could be as simple as a testimonial sheet, a USP (Unique Sales Profile), or a sales sheet. Remember, prospects are quick to judge. Let’s give them something positive by which to judge us.
Forever Touch Program (FTP)
By far, the system’s most important step of working a list is creating a FTP. I have booked an enormous amount of work from prospects it took me almost three years to get through to. One of my biggest clients required two and a half years to land! But I did it by constantly being on top of the prospect’s mind.
The point is this: Without a systematic approach, that company would have never come on board with us!
Now that you’ve read this, IMMEDIATELY IMPLEMENT the proven steps into your sales process and see immediate increases in revenue, profits, and conversions on calls!