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Cold Calling: Is Your Approach All Wet?

By Cold Call Coach

Are you smart enough to come in out of the rain?

Sure, this probably sounds like something your mom would have asked (sorry if that stirs up complex memories).

Oh, and by the way … I’m presuming your answer is “yes.”

There is a point here. You seek shelter from rain in a structure. It might be a house, or a garage, or an overhang, or even – if you’ve been caught in one of those occasional deluges at Summerfest – a beer tent.

Life can get pretty damp without a structure or two nearby. Reminds me of several sales reps I’ve worked with, who felt like a black cloud appeared every time they picked up the phone to do some cold calling.

First, it rains. Then it pours.

They can’t get callbacks. They can’t get past the gatekeeper.  If they actually get a decisionmaker on the line, the conversation rarely lasts beyond “Hello, Mr./Ms. Smith. My name is …”

As we dig deeper into what they’re doing, a big part of the problem quickly emerges. Their cold-calling is all wet … because of its structure!

 Metaphorically speaking, their approach is soaked … waterlogged … drowning in self-induced failure. Well, prepare to grab an incoming life ring.

Get Serious About Structure

The content of a cold call makes or breaks it. Knowing what to say comprises Structure, the second Pillar of The Three Pillars of Cold Call Success.

The first Pillar, as detailed in my last article, is Strategy. Successful cold-calling involves qualifying prospects to an absolute micro-degree. Defining your value-add, and what’s in it for the prospect, is critical.

“Structure” is the call itself. It’s the moment of truth, when communication begins and continues … or not.

Why the latter outcome? Perhaps you’re giving away early that it’s a sales call. Or opening with three words you should never use. You’re focusing on the wrong thing. Or, you’re just trying to do too much.

Building a Sound Structure

A cold call isn’t about selling. Its goal is to set an appointment. In other words, just get in the door.

You don’t need much time.  In fact, a solid cold call script runs 20 to 25 seconds. That’s it. Nor should you say a lot – in fact, what you don’t say can be most important of all.

What’s in the script? A series of components, one leading into the next. Start with an assumptive greeting to create familiarity. Pique interest with a few value-adds. Buy time with a non-salesy question or two. Your goal isn’t to sell, but to leave the prospect wanting to learn more.

“Great,” you might say. “Except that I rarely get a decisionmaker. I’m usually dealing with a gatekeeper who wants to get rid of me, or I’m transferred to voicemail.”

True enough. This happens to every salesperson. Structure your call properly, and you’ll be ready to leave a voicemail that gets returned. The gatekeeper? Why not turn them into an advocate (yes, it’s possible)?

Put the Pieces in Place

Maybe you’ve figured something out: There’s no one-size-fits-all structure for successful cold calling. You need to be prepared for any of several outcomes. Know what to say, howto say it, and how long it takes – whatever you encounter.

Easier said than done, right? You can learn much more by attending – in person or via live stream – my Feb. 28 Three Pillars of Cold Call Success seminar. We’ll deconstruct the elements of successful cold calling. You’ll leave with rebuilt confidence and a whole new game plan.

The third of the Three Pillars is Psychology, which I’ll address in my next article. You don’t need trickery or sleight-of-hand in cold calling. Some understanding of human nature, and respect for others, goes far.

Will your next cold call go far? Even the best script can go awry seconds into a call. Being disciplined, and staying on message, will steady the ship. Fall overboard and you’re … well … all wet.

A sound cold call structure is your shelter. You’re smart enough to build one.

Mom would be proud.

Paul M. Neuberger is President of The Starr Group, as well as the Founder/CEO ofThe Cold Call Coach. Struggling with cold calling in your sales outreach? ConsiderCold Calling for Success or Cold Call University. Contact Paul at 414-313-8338 or via e-mail at pneuberger@starrgroup.com or coldcallcoachllc@gmail.com.

Filed Under: Anouncement, News

Testimonials

“Incredible! Fantastic!! Cutting Edge Material!!!”  

Peter H.W. Melms, Preplanning Specialist,
Washburn-McReavy Funeral Chapels
Here is his LinkedIn URL: https://www.linkedin.com/in/peter-melms-692aa91b
Peter H.W. Melms
Attending one of Paul’s seminars was one of the most beneficial experiences I have had within my educational and professional career. You will regret not signing up!
Joe Pillizzi
Paul’s training was insightful and well worth the time. Paul is a great presenter and keeps you engaged. I left with information that has helped make cold calling more successful for me.”
Lisa Pecora
Paul is a well­spoken, direct, and impressive individual ­ His seminar and unique approach to cold calling will give you a different perspective that you can apply to your strategy immediately. I would recommend Paul’s seminar to any sales person out there, it will be worth your time!
Mark Petersen
“Normally I’m skeptical when it comes to online “self-improvement” advertisements. However, after doing some research I felt Paul presented himself in a manner that I trust. His work is praised by many and I’m attracted to genuine people. The cost of his psychology of cold calling course is well worth the investment…it’s a no-brainer!”  

Adam Berndt, Sales Manager, Fine Tune
Here is Adam’s LinkedIn URL: https://www.linkedin.com/in/adam-berndt-open-networker-7b67b547… Read more
Adam Berndt
Paul’s approach is as innovative as it is effective. Based on what I heard from him and the reactions I received from the individuals I invited, I have no doubt that people who hire him will get FAR MORE than their money’s worth.
Timothy Stewart
Paul has such a unique yet simple approach that will forever change the way you prospect. I would absolutely recommend attending one of his seminars!
Daniel Mayer
No matter the industry Paul M. Neuberger seminars will give you confidence that cold calling is not a thing of the past and that there is SUCCESS and GROWTH in cold calling once you have the tools to do it efficient and effective. I am a believer now that cold calling is not a thing of the past.
Judy Huebner
If you get a chance to train with Paul I say run don’t walk to the session. It is invaluable and will change the way you cold call. 
Kevin DavenportSenior Vice President of Powerteam
Paul gives great tips and techniques to conduct a successful cold call. He also re­adjusts your perception on cold calling through personal stories and examples helping you get excited to get going with what you learn. Highly recommend.
Lucas Robak

TESTIMONIALS

Steven J. Wheeler

Director of Business Development / Remodelers Advantage, Inc. "I was at your session on Friday at the NARI National meeting...
Cold Call Coach
2019-05-01T13:58:19-05:00
Director of Business Development / Remodelers Advantage, Inc. "I was at your session on Friday at the NARI National meeting in San Diego. I really enjoyed your presentation, and most of all the delivery. Just wanted to tell you how much I enjoyed your talk."
https://coldcallcoach.net/testimonials/steven-j-wheeler/

Tami Bergman

Insurance Consultant / Andres O;Neil & Lowe "I just want to thank you for introducing us to the new Cold...
Cold Call Coach
2018-10-04T15:16:09-05:00
Insurance Consultant / Andres O;Neil & Lowe "I just want to thank you for introducing us to the new Cold Call approach! I really feel like this is going to change the way that I view cold calling forever. Your approach has been very effective for me, and I will continue to use it. Thanks again for all your assistance!"
https://coldcallcoach.net/testimonials/tami-bergman/

Joe Bellante

Owner / Sand Castle Field Services "Outstanding webinar today! Most of our management team joined us in the conference room....
Cold Call Coach
2018-11-06T17:20:31-05:00
Owner / Sand Castle Field Services "Outstanding webinar today! Most of our management team joined us in the conference room. I could tell from their facial expressions that you were challenging them to think. Nice job!"
https://coldcallcoach.net/testimonials/joe-bellante/

Joel Johnson

Business Development / Wellsource "Hey Paul! Earnest Cold Call Coach participant Joel Johnson here. I wanted to let you know...
Cold Call Coach
2018-11-29T16:47:05-05:00
Business Development / Wellsource "Hey Paul! Earnest Cold Call Coach participant Joel Johnson here. I wanted to let you know that I have found your cold call methods quite productive. Thanks for everything!"
https://coldcallcoach.net/testimonials/joel-johnson/

Meggan Mulkey

Sales Director / Designs in Marble "Hello Paul! I had attended your presentation on Instantaneous Differentiation at the NARI Expo...
Cold Call Coach
2018-11-29T16:48:07-05:00
Sales Director / Designs in Marble "Hello Paul! I had attended your presentation on Instantaneous Differentiation at the NARI Expo at Potawatomi. It was fabulous!! Really, it was the highlight of my day."
https://coldcallcoach.net/testimonials/meggan-mulkey/
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