You are 100% correct. Cold calling and direct marketing/e-mailing when done "correctly" in the traditional methods of selling, have become poisoned in the eyes of buyers. So I suggest doing those prospecting activities "incorrectly" or non-traditional. If we sound and act as traditional salespeople, how will we get treated by our prospects? Exactly as tradition salespeople get treated, being continually misled, and hearing put offs, and excuses.
So how do we act and sound non-traditional on a cold call? Well, do the opposite of what a traditional salesperson would do. Instead of saying, "Hi Mary, it's Mike Marsan, how are you today?" try instead, "Hi Mary, It's Mike Marsan, does my name sound familiar?" or "Hi Mary, it's Mike Marsan, did I catch you at a bad time?" In both of these non-traditional responses, you are using a technique referred to in the Sandler Selling System as Pattern Interrupt. Interrupting the pattern of what the prospect is used to. In the case of asking if your name sounds familiar, and you are calling for the first time, regardless if you sent an introductory letter or email before you call, in most cases they prospect will not recognize your name. But that is good because it takes them away from their normal train of thought. You might even hear them say, "No, should I?". In the case of asking if you called at a bad time, in most cases you will hear your prospect say, "Uh, no. I have a minute", in which case you can reply, "Well, I only need 30 seconds". Then use your well crafted 30-second commercial with pain points the prospect is likely experiencing, and end it with, "You're probably not experiencing any of those issues, are you?" (refer to my reply to your question from last month, when I explained Negative Reverse Selling). Let me end with a Sandler Rule: Prospects like to buy; they just don't like to be sold.
Danny Wood, an affiliate of the Sandler Sales Institute, is one of New Jersey’s most respected sales force development experts. His work has been recognized by business leaders and corporate managers for providing their people with the aptitude to realize millions of dollars in additional business that would otherwise have never materialized or would have been lost to competitors.
If you have a question about an issue facing your company's sales development for Danny Wood to answer, email danny@dwesalesgrowth.com or call 201-842-0055.
