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The Five Syllables of Sales Success

The Five Syllables of Sales Success

By Cold Call Coach

RECIPROCITY: “The quality or state of being reciprocal, meaning to give back, usually in kind or quantity.”

Most people want to do the right thing. Or, at least they try. Wouldn’t you agree?

Even in the rough-and-tumble, sometimes take-no-prisoners world of sales, most folks you encounter are decent human beings.

Do someone a favor, and they’ll try to return it. Maybe not right away … but eventually.

People understand reciprocity. They appreciate someone going the extra mile for them. They feel valued, which fulfills a basic human need.

Reciprocity is (for most) the natural response. Return the favor, right?

Note the “for most” qualifier. Despite the best intentions of personal generosity and societal norms, a small minority of people still won’t “get it.”

They’re not bad people. They have reasons for their hesitation. You can learn them, and overcome.

Still, this scenario can be baffling – especially if you’re a sales rep who has been conditioning a prospect, with the aim of creating an opportunity.

What is conditioning? Well, as I’ve explained in recent posts, it’s carefully-orchestrated steps to build a relationship with a prospect. They start small. Grow to helping with their business. Graduate to some fun times, when you might meet their family or friends.

By this time, if you’ve followed the prescribed process, the prospect should want to reciprocate. Maybe they’ll engineer an opportunity for you. Perhaps they’ll introduce you to a decisionmaker, opening the door with a glowing referral of all you’ve done for them.

Or, maybe they’ll do nothing.

If so, you might be bewildered. Frustrated. Perhaps even angry.

You’ve spent a lot of time with this person (and perhaps money). You’ve delivered them value. You’ve proven your worth. What’s up?

Well, some people – again, a distinct minority – just need a nudge. Not a guilt trip, mind you, but a recap of your relationship. Diplomacy is key.

This strategy, to get fence-sitters off the dime, again uses a clear, deliberative strategy. Here goes:

1)    Compliment: Build them up. Offer praise. “It’s been really great getting to know you.” “The company is doing really well under your leadership.” The natural response is to return the compliment … and ideally more.

2)    Reminder: You’ve lent a hand. Remind them. “I’m following up on the contacts I sent you. These are the types of people you said you wanted to meet. Were they what you wanted?” If the answer is “Yes” – as you know it will be – respond with “Wonderful. Now that I know what you’re looking for, I’ll continue to seek high-quality referrals to fill your pipeline. How does that sound?” Uh, great – and there’s really no excuse for not offering to return the favor.

3)    The Ask: Call this Last Chance Saloon. You won’t be confrontational – just direct. “It’s been great getting to know you, and I have learned a lot about your organization in the process. I think I can deliver value to your company. We haven’t spent a lot of time talking about my business and I’d consider it a personal favor if you can get me in front of Sally, the HR Director (or whomever is your targeted decisionmaker).”

As explained in my last post, the best sales are those you don’t have to ask for. Conditioning your prospects creates a fertile environment for “no ask” opportunities.

Why? Because people, by and large, are good. Most will appreciate what you’ve done for them, and willingly respond in kind.

Take an extra step for the very few who don’t. Make reciprocity work for you. That five-syllable word will create the conditions for your sales success.

Paul M. Neuberger is the President of The Starr Group, as well as the Founder/CEO of The Cold Call Coach. To contact Paul, call him at 414-313-8338 or reach out to him via e-mail at either pneuberger@starrgroup.com or coldcallcoachllc@gmail.com.

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Testimonials

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
Paul is a great presenter and networker. His seminars explain how cold calling has worked for him and he gives you a methodology of how to reach out to sales prospects. I encourage you to attend a Paul M. Neuberger Cold Calling Seminar to learn how to become a more effective salesperson. Paul is also very well connected in the Milwaukee area and has introduced me to many people I have been able to do business with. Paul… Read more
Lisa Twitchell
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
“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
“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
Paul is inspirational, and passionate about helping people grow their client list. He has developed an easy to apply, appointment setting technique that will change the way you meet your new customers. Quit paying for clicks, advertising on social media, and paying for postage. Most people think cold calling is dead………NOT SO. Paul brings new life to the most cost effective client acquisition tool available to everyone…… Read more
Brad Saunders
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
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

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/

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/

Marissa Pittelman

Client Relations Administrator / Sand Castle Field Services "I just wanted to send a quick email to thank you for...
Cold Call Coach
2018-12-05T10:48:56-05:00
Client Relations Administrator / Sand Castle Field Services "I just wanted to send a quick email to thank you for all the time you spent with us. I know you had to, kind of, drag us along at points, but I’m glad you did. Although I no longer sell for Sand Castle, I may find myself selling again in the future and I think everything you taught us will be useful. I can even find ways to use your tips in my current role and in my day to day life. As a side note, I just wanted to thank you for the positivity and the energy you brought to each session. It’s been a pleasure getting to know you as well. Thank you for everything!"
https://coldcallcoach.net/testimonials/marissa-pittelman/
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    • Course 101: Introduction
    • Cold Call University: Courses 101 to 401 – All Courses!
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