Ted Pollock is a prolific writer who, over the years, has written hundreds of great articles on sales and sales management. Sadly, Mr. Pollock passed away in June. In one of his last articles, published in the August issue of The American Salesman, he discusses "How to Command the Prospect's Attention," with strong openings on "cold-calls."
Mr. Pollock begins the article with an interesting observation. Most salespeople begin their cold-call introductions with a statement like, "I am so-and-so..., with such-and-such firm." He asks the rhetorical question, "Who cares?" In other words, to the prospect it is immaterial to him/her who the salesperson is. Moreover, on a cold-call, the salesperson is not there by invitation...they invited themselves to interrupt the prospect's day. Furthermore, by announcing "I am so-and-so with such-and-such firm" the prospect is forewarned that this is a "sales call" and the Brush-Off Defense is immediately activated...like some invisible force field. Once this force field is in place, it becomes very, very difficult to engage the prospect in any type of meaningful dialogue. An unengaged prospect on a cold-call most likely means that the call will end very soon.
To counteract this response, Mr. Pollock contends that the salesperson should do, or say something first to arouse and command the prospect's attention...and make introductions later. Although this defies logic, and the lessons that we've all been taught about making introductions...in a funny way, it makes complete sense.
Some examples:
- Ask a provocative question, e.g. "What was the worst investment you ever made?" "What is your biggest financial worry?" "I'd like to ask you how you have planned for a comfortable retirement?" Now in all likelihood, the prospect won't answer the question until you have identified yourself...but you certainly have gotten their attention, and that's 90% of the battle.
- Make a startling statement. "Mr/Ms Prospect, when I tell you what my business is, you are going to want to hang up the phone." The risk with this gambit is that some prospects will actually take you up on this invitation. For those that don't, you will have a good conversation waiting.
- Make a sincere compliment. "I think that you are working in one of the most interesting professions that I know." Remember, sincere compliments only.
- Arouse curiosity. "I'm calling to share with you the #1 concern that I am seeing among investors today."
- The "referral" attention-getter. "Your friend, Ed Anderson, thought that you might be interested in hearing from me..." Sort of boring, but worth a try.
The central point is that the Cold-Call Dance has become so old and stale, that everyone is tired of it...even the prospects! Why not break things up and deconstruct the usual introduction sequence, and grab some attention that way?
"Do not fear to be eccentric in opinion, for every opinion now accepted was once eccentric."...Bertrand Russell
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