Wendy Weiss is a sales trainer and author who is known as "The Queen of Cold Calling." "www.wendyweiss.com" Her approach to sales appointments is effective in changing the nature of the entire "sales conversation." In her view, an appointment with a prospect is an introduction, not a lifetime commitment.
In other words, let's assume that a prospect for whatever you are selling has an existing relationship with someone else. So what? In the business that I am familiar with (financial services), we can assume that ALL good prospects have some sort of pre-existing sales relationship. Therefore, when you (the salesperson) asks the prospect to meet you so that you can introduce yourself, your company, and your services...it is an introduction, not a lifetime commitment.
Therefore, if their situation changes, they'll know you. Certainly, it never hurts to have a backup source.
Wendy Weiss also says that she doesn't really care for the term "cold call." In her view, the term sounds scary. She prefers "introductory call." (Although, I would say that being known as "The Queen of the Introductory Call" doesn't have quite the same ring to it.)
One of the purposes of the introductory call is to introduce yourself, your company, and your services. It is simply an introduction that occurs over the phone. Introductory calls include: cold calls, warm calls, and referral calls.
However, the real purpose of introductory calls in the context of the sales process is straightforward...to set a face-to-face appointment. In other words, you are not selling your services or products...you are selling a meeting. You are asking the prospect for 10 minutes to introduce yourself. That's all. At this point, you are not asking the prospect to do anything but give you time. You are not asking the prospect to buy anything, change anything, or make any commitments.
If you consider introductory calling in this manner, the entire dynamic with the prospect changes. There is less pressure...on both the salesperson and the prospect. It allows the salesperson to relax somewhat...as well as the prospect.
Once you are in the door, the sales conversation can begin.
More on this tomorrow. Ciao!
Mean I just read through the entire article of yours and it was quite good but since I'm more of a visual learner,I found that to be more helpful.
Posted by: Onitsuka Tiger | December 20, 2011 at 12:56 AM