Reports of the death of the cold call are greatly exaggerated.
I received two of them lately. But neither were very good.
After decades of books and seminars and in-house training, why are salespeople still so bad at making cold calls?
The key problem: the salesperson doesn’t explain why they are calling.
Most cold calls I get begin under the ruse of a survey, such as, “I’m just wondering what CRM tool you are using,” as if I might leap at the chance to disclose this to a total stranger.
The call I received today also began with a question, something about whether I managed a certain type of team.
Please: just start by telling me your name, your company, and what you do.
Feel free to complete your first sentence with a question. But don’t hide the fact that this is a sales call.
“Hi I’m Dave calling from Appcelotron, we help companies share large files, I apologize for barging in on your day but I wondered if you might be interested in a better way to share large files?”
That pitch takes all of 12 seconds to deliver in a moderately-paced voice.
Feel free to take out the apology, or add some spice to the value proposition, but don’t leave out the most important part: who you are and why you are calling.
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