| Cold calling. | | | | already knew the answers about the company's |
| Just hearing the words causes chest-tightening, | | | | growth plans, their position in the marketplace, |
| loss-of-breath anxiety for many. | | | | and the existing benefits package and how people |
| And it's dumb. I suggest you never place another | | | | felt about it. |
| one. In fact, never even use the term when | | | | Commented on the great article that Michael |
| referring to professional telephone prospecting. | | | | had written for Construction Executive magazine. |
| You can prospect by phone successfully, when | | | | Asked about Michael's experience working |
| you are Smart about it. | | | | with one of his company's competitors prior to |
| Let's look at a prospecting call opening from a | | | | coming to work for this company two years ago. |
| sales rep who "gets it." | | | | As a result of all of this, Michael of course viewed |
| "Hi Michael, I'm Pat Stevens with Insurance | | | | Pat not as the typical sales rep, but as someone |
| Partners. Hope you enjoyed your golf vacation. In | | | | who understood his business and what he was |
| speaking with your assistant, Suzanne, I | | | | concerned about right now. Plus, he liked Pat. And |
| understand that you are evaluating your | | | | Pat got an appointment. |
| competitive edge in the employment market and | | | | How did Pat accomplish all of this? |
| what you can do to attract and keep the top | | | | The same way you can. Pat did his research. |
| talent in your various locations. We've been able | | | | There's no excuse NOT to. He used several online |
| to help other companies in the same situation | | | | resources and social media sites to get personal |
| lower their recruiting and hiring expenses, and | | | | and professional information about Michael, his |
| increase their retention of managerial staff. I'd like | | | | company, and industry, and very importantly, |
| to ask a few questions to see if I could provide | | | | what Michael was concerned about right now. |
| you some information." | | | | Then Pat used "social engineering," the process of |
| Pat was able to do a number of positive things in | | | | speaking with other people within Michael's |
| this opening: | | | | company to gain intelligence about the company's |
| He used Michael's first name, since he knew | | | | current situation regarding their recruiting, hiring, |
| that Michael was somewhat of an informal guy | | | | and retention issues, and present benefits |
| who no one called "Mr. Johnson," and hated to be | | | | package. He also learned about Michael personally |
| called Mike. | | | | from his assistant Suzanne and a few others in |
| He knew Michael is a huge golf nut, and just | | | | the department. |
| returned from a golf weekend. | | | | Notice that Pat used a conversational, soft-sell |
| He mentioned Michael's assistant Suzanne, | | | | approach in his opening to minimize resistance, and |
| adding credibility. | | | | to create interest and pique curiosity. This put |
| He knew that the company had recently | | | | Michael in a state of mind where he wanted to |
| missed out on some managerial candidates who | | | | hear more. |
| were hired by the competition because of a | | | | Can you see the difference between this and a |
| better benefits package, as well as some existing | | | | typical "cold" call, where the sales rep knows |
| employees who left for that reason. | | | | nothing about his prospect, and is simply smilin' |
| He did not talk about insurance or benefits, | | | | and dialin', repeating the same tired lines and |
| but instead, results-- the precise results that | | | | closes to everyone who will listen? |
| addressed the issues that Michael now faced. | | | | There is no reason-other than laziness-to ever |
| And all of that took place in the first 10 seconds | | | | place a "cold" call. Use these ideas to make your |
| or so. Later in the call Pat also: | | | | calls Smart, and successful. |
| Asked questions to which he pretty much | | | | |