how to crush it kill it and master cold calling now
TRANSCRIPT
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7/28/2019 How to Crush It Kill It and Master Cold Calling Now
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HOWTOCRUSHIT,KILLITANDMASTERCOLDCALLINGNOW!
ByS.AnthonyIannarino|TheSalesBlog
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TableofContents
Introduc9on 3
TheAn9ColdCallingCrowdAreCharlatans.Period. 4
TheTruthAboutWhySalespeopleDontLikeColdCalling 6
C-LevelExecu9vesWanttoHearFromYou.Maybe.
TheBestWayToLoseaProspectsInterestWhileColdCalling 13
SixPrincipleforEffec9veColdCalling 17
AbouttheAuthor 23
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Overthepastyear,IhavewrienblogpostaXerblogpostatmy
site,hp://www.thesalesblog.com.MostofwhatIhavewrien
waswrientobepublishedlaterasabook.Thatbookiscoming
inthenottoodistantfuture.
OfallthetopicsIhavewrienon,whatIhavewrienabout
coldcallinghasalwaysstruckanerve,elici9ngstrongopinions
eitherfororagainst.MuchoftheemailIreceiveisforadvice
andideasabouthowtobemoreeffec9veatcoldcalling,oritis
toremindmethatSales2.0hasreplacedcoldcalling(anidea
withwhichIamvehementlyopposedwitheveryfiberofmybeing).
Icollectedafewpostsoncoldcallingheretoserveasaguide
forthosewhowouldendeavortoimprovetheircoldcalling
skills.Ihopeyoufinditusefulinimprovingyoureffec9veness
andthatyouadopttheseideasintoallofyourprospec9ng
ac9vi9es.
GoCrushIt.GoKillIt.GoandMasterColdCalling.
S.AnthonyIannarino
Westerville,OH
/18/2010
Introducon
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Therearetworeasonsthatcoldcallingtakesabea9ngby
so-calledsalesgurus.
Thefirstreasonisthatmostsalespeoplearentverygood
atit(mostpeopleliketodoworkatwhichtheyare
aboveaverage,especiallywhenitisno9ceable).Thesesalespeoplecomplainaboutcoldcalling.
Thesecondreasoncoldcallinggetsbashedisthefact
thatawholecoageindustryhaspoppeduptosellthe
ideathatcoldcallingisdeadtothegroupofsalespeople
whoarentverygoodatitandwishforaneasierwayto
setappointments.
TheAnCold
CallingCrowdAreCharlatans.
Period.
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Thean9-coldcallingcrowdpreysonweak
salespeople.Thesecharlatansarenodifferent
thanthecharlatansthatselltheideathatyou
canloseweightwithoutexerciseordiet,that
youcangetrichquicklywithoutworking,and
thataffiliatemarke9ngcreatesmillionaires
(whichitdoes,butthemillionairesarethefolks
whosellthepicksandshovels,notthosethat
arestandinginthestreampanningforgold).
Coldcallinghasmuchincommonwithweight
loss,fitness,andgengrich.Likeallofthese,
coldcallingishardwork.Coldcallingisalsoa
prerequisiteforsuccessinsales,justlikediet
andexerciseareprerequisitesforweightloss
andfitness,andspendinglessandsavingmore
areprerequisitesforbecomingwealthy.
Tosucceedatprospec9ngtoday,youneedtouseeveryweaponinyourarsenal,coldcalling,
warmcalling,networking,referrals,tradi9onal
marke9ng,socialmediaandmore.Youcannot
leavecoldcallingoutofyourarsenal;itisjust
toovaluableaskillforasalesperson.
Ifyoudontlikecoldcalling,considerthatyou
mightnotlikeitsimplybecauseitishardtobe
reallygoodatcoldcalling.Treatcoldcallinglike
anythingelsethatyouwanttobereallygoodat
anddedicatethe9meandresourcesnecessary.
1. Readabookoncoldcalling.Infact,readtwobooks.
2. Asksomeonewhoisgoodatcoldcallingtolistentoyoumakecallsandoffer
sugges9ons.
3. Recordallofyourcallsandlistenbacktothemtohearhowyousoundtothe
prospect.Thendosomethingtomakeyour
callsbeer,stronger.Rewriteyourscripts
tomakethemmorecompellingtothe
prospect.
4. Getacoach.5. BuyacoldcallingprogramonCDandlisten
toitonthewaytoandfromwork.
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Ifyouworkatcoldcalling,youcanandwillget
beer.Ifyouworkespeciallyhardatit,youcan
getbeerevenfaster.
Whateveryoudo,dontbuythesnake-oilsold
bycharlatansandcon-ar9sts.
Ifyouplantodowellinsales,plantogetgood
atcoldcalling TheTruth
AboutWhySalespeople
DontLikeCold
Calling
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Therearetwogroupsofpeoplewhocoldcall:
telemarke9ngfirmsandprofessional
salespeople.Fortelemarke9ngfirms,cold
callingisallthattheydo.
Forprofessionalsalespeople,coldcallingisone
toolinanarsenalofmanytools(oratleastit
hadbeerbe).
Therearemanyreasonsthatsalespeopledont
likecoldcalling,butinprofessional
salespeople,itisrarelyafearofrejec9on.
Instead,itisusuallyoneofthreereasons:
1. LackofPreparedness2. LackofAbilitytoDifferenate3. InabilitytoCreateValuefortheirDream
Client
LackofPreparedness
Noonewantstodoajobthattheydonthave
thepropertools,technologyandtrainingthey
needtosucceed.
Thetools,thetechnology,andthetraining
prepareyoutosucceedandbuildconfidence.
Theoppositeisalsotrue;alackoftheproper
tools,technologyandtrainingdestroys
confidence.Forcoldcallingthisboilsdowntoa
coupleofkeyfactors.
1. Doyouhaveawrienscript?2. Doyouhaveawrienscriptforobjec9ons?3. Isthescriptsomethingthatyoucanbe
proudtouse?
4. Doesyourscriptmakeyousoundlikeaprofessionalwhosecleargoalistocreate
valueforthecustomer?Ordoesitmake
yousoundlikeacreditcardcompany?
.
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LackofAbilitytoDifferenate
Professionalsalespeopleneedtodifferen9ate
themselvesinacrowdedfield.Thisisdifficult
todo,anditismoredifficultoverthe
telephoneespeciallywhenthesalesperson
ralesoffthesamelinestheprospectjust
heardfromacompe9tor.
Salespeopledontliketomakecoldcallswhen
theycannotdifferen9atethemselves.Thereare
alotofgimmicksandtrickstodifferen9atethat
havebeentriedovertheyears,likefakepollsandsurveys,butallresultinalackoftrustonce
thecallturnsintoasalescall.
Todifferen9ateyourselfonthephoneis
difficult,butithastobedoneandithastobe
authen9c.Thebestwaytodifferen9ate
yourselfistocreatevaluefortheprospect.
InabilitytoCreateValuefortheProspect
Professionalsalespeoplesucceedwhenthey
createvaluefortheirprospectsandcustomers.
Whencoldcallingdoesntprovideyouwiththe
abilitytocreatevaluefortheprospect,it
doesntfeellikeaworthwhileuseofyour9me.
Therearesalesorganiza9onswhohavefigured
outhowtodelivervaluebeforeclaimingvalue
overthetelephone.Theys9llaskfor
appointments.Butthecallsarevaluableforthe
prospectbecausetheyprovidetheprospect
withsomethingmorethanarequestforan
appointment.
Thereasontelemarke9ngissooffensivetothe
peoplereceivingthecallisbecauseitissoone-
sided;itisntaboutcrea9ngvalueforthem.
Conclusion:PoorResultsandCallReluctance
Alloftheabovefactorsleadtopoorresults,
andpoorresultsleadtolessac9vity.Correc9ngandimprovingthethreefactorsabovecan
makecoldcallingamorevaluabletoolina
salespersonsarsenal.
Answertheseques9ons:
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Quesons
Herearesomeques9onsyoucanusetostart
thinkingabouthowyoucanimproveyourcold
callingac9vity.
1. DoIhaveagreatscriptformakingcalls?Isitsuperprofessional?
2. DoIhavewrienscriptsforallofthepoten9alobjec9onsImightreceiveonthe
call?
3. Doesmyscriptimmediatelymakemedifferentinthemindofmyprospec9vecustomer?Doesitmakemesoundlikethe
lasttensalespeoplewhocalled?
4. WhatcouldIsayonacoldcallthatwoulddifferen9atemefrommycompe9tors?
WhodoIhavetobetostandoutfromthe
crowd?HowdoestheprospectknowIamremarkableoverthetelephone?
5. HowcouldImakeacoldcallavaluableuseofmyprospects9me?Whatdoesthe
prospectneedthatIcouldusethecoldcall
asanopportunitytodeliver?
C-Level
Execuves
WanttoHearFromYou.
Maybe.
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Coulditbethatsomesalespeoplearesimply
moreeffec9vethanothersatcallingand
gainingappointmentswithC-levelexecu9ves?
ColdCallingC-LevelExecuves
Thereisnoreasonthatyou,asaprofessional
salesperson,cannotpickupthephoneandcall
C-levelexecu9ves,providingyouhavegreat
ideas(andyoudohavegreatideas!).Thereis
noreasonyoucannotpickupthephoneand
say:
HiTom.ThisisAnthonywithTheSalesBlog.I
justreadanar9cleaboutyournewini9a9ve,
andIhavesomeideasthatIbelievewillhelpful
toyouandYZCompanywiththisproject.Id
liketoinviteyoutograbacupofcoffeeanda
quickdiscussionontwooftheseideas.I
promiseitwillbe20minutesthatwillbeworthyourwhilewhetheryouuseusornot.What
doesThursdaymorninglooklike?
Doesthisrequirethatyouhavetheideas?
Absolutely.
Doyouhavetobepreparedtogeneratevalue
ontheappointment?Absolutely.
Aresomeoftheseexecu9vess9llgoingtosay
no?Absolutely.
Whichiswhyyouneverpursueasingle
approachandyouinsteaduseevery
prospec9ngmethodavailable.
WhyDoC-levelExecuvesTakeYourCall
Whodoyouthinkhastheworstcaseofinsomniainyourprospectscompany?
Noone,andImeannoone,hasbigger
problemswithmoreatstakethanC-level
execu9ves.Noonewantstomakesuretheir
ini9a9vessucceedlikeC-levelexecu9ves.
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C-levelexecu9vesarechargedwithachieving
theircompanysstrategicgoalsandobjec9ves.
Wherethosegoalsandobjec9vesrubup
againstmarketreali9esarewhereproblemsare
found.Whereproblemsarefoundiswhere
thereisanopeningforyoutocreatevalue.
WhatsExpectedofYou
InordertoprovidevaluetoC-levelexecu9ves,
youhavetobeabletoeithersolveaproblem
forthemorhelpthemcreateanewcompe99veadvantage(althoughIwouldargue
thatcrea9ngacompe99veadvantageiss9ll
solvingaproblem,itisjustcrea9ngthe
problemofnothavingthecompe99ve
advantagefirst).
Togettheopportunityyouhavetobeacouplethings.
Youhavetobesupremelyconfidentthatyou
cansolvetheirproblemorhelpthemwitha
compe99veadvantage.
Youhavetohavethebusinessacumentobe
abletospeaktothemintheirlanguage,and
thelanguageofbusinessisoXenfinancialor
strategic.
Thismeansyouhavetobeabletoreada
financialstatement,andthatyouareasgood
withMicrosoXExcelasyournearestCFO.You
needtobeabletoproveoutyourpoints,and
thisincludesROI.Youalsoneedtoknowhow
theycompeteandtheirstrategicadvantagein
theirmarket.
Youneedtoforgothesimplerapportbuilding.
C-levelexecu9vesareinterestedinbusiness
andtheyareinterestedindoingbusinesswith
otherpeoplewhoareinterestedinbusiness.(I
amnotsugges9ngrapportisntimportant,but
youDamnwellbeernotstartwiththetrivial).
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C-levelexecu9vesneedyoutobetheirgo-to-
expertinyourfield.Theyknowtheyarenot
subjectmaersoneverything,andtheyknow
theycannotaffordtonotunderstandtheparts
oftheirbusinesswhereyourbusinesscanmake
adifference.
Theywillexpectyoutobeasubjectmaer
expertparexcellence,fillingagapthatthey
haveintheirknowledgeandexperience.
Youwillneedbethekindofpersonthatisgoingtoowntheini9a9veandtheresultsof
whatitisyousell.Youwillneedtobethekind
ofpersonwhocanachievetheoutcomesyou
promise,engagewithyourteamandtheirteam
throughouttheen9reprocess.
ConclusionLetsnotforgetthatC-levelexecu9vesare
human(well,Ihavemetafewthatmaynot
be).Theyusuallyhavemoreexperienceand
greatercompetencieswhichhasledthemtoa
posi9onofresponsibility.
Thisresponsibilityincludesachievingresultsfor
theircompany,theirclientsandcustomers,
theirstakeholders,andtheirshareholders.
Theybuildteamstoachievethoseresults,and
theirpartnersarepartofthatteam.
Ifyoucandifferen9ateyourself,youcanget
theiraen9on.Ifyoucansolveproblemsand/
orcreateacompe99veadvantage(owningthe
outcome),youcanbepartofthatteam.Having
thenecessaryskillsisuptoyou.Andsois
havingtheconfidencetodoso.
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Quesons
1. WhatdoyoubelieveaboutC-levelexecu9vesthatpreventsyoufrombeing
abletopickupthephoneandcallthem
2. Whatdoyoubelieveaboutyourselfthatpreventsyoufrombeingabletopickupthe
phoneandcallaC-levelexecu9ve?
3. Whatareyoumissingthat,ifyouhadit,wouldmakeiteasierforyoutomakethe
callshigherupyourprospects
organiza9onalchart?Whatdoyouhaveto
dotogetit?
4. WhatisyourbestlanguageforcallingaC-levelexecu9ve?
TheBestWay
toLosea
Prospects
InterestWhile
ColdCalling
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AfewweeksagoIreceivedanemailfromafirst
9mesalespersonstrugglingtomake
appointments.
Herproblemsweremany,star9ngwiththefact
thatshehashadnosalestrainingandnosales
manager.Herques9onwasonhowtoget
beer,andIrecommendedtwoofmyfavorite
salesbooks.Shehadreadone,andshebought
theother.
Shesentmeafollowupemailtobeerdescribetherealproblemshewasconfron9ng,
whichshedescribedashavingtrouble
introducingherselfandhercompanys
consulngservices.
Thereisnodoubtthatmakingthestatement
Idliketocomebyandintroducemyselfandmycompanysservicetoyou,issome9mes
effec9ve.
Butthatsome9mesisvery,veryrare.
Hereiswhythatopeningscalltoac9onisnt
effec9veandwhattodoaboutit.
YourCalltoAconIsSelfCentered
Ifyouwereontheothersideofthis
salespersonsrequestforanappointment,what
mightyoususpectyouwouldspendyour9me
talkingaboutonasalescallshouldonebe
given?
Thisstatementmakestheprospectabsolutely
certainthatyouaregoingtospendyour9metalkingaboutyouandwhatyoudo.
Butwait,yousay.ThatisntatallwhatI
hopedtoaccomplishonthefirstcallButthat
iswhatyousaid,andthatiswhatyourdream
clientnowbelieves.
YourCallisUndifferenated
Truthis,therearealotofpeopleusingthisvery
sameopening(itworkssome9mes,especially
withsmaller,transac9onalclients).
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Yourprospectsanddreamclientsaresubjected
tothisrequestoverandoveragain.Inthepast,
theyhaveagreedtomeetwithsomenice-
soundingsalespeopleandtheyhavefound
themalltobepreymuchthesamenot
valuecreators!
Byusingtheexactsameapproachwiththe
exactsamelanguagechoices,youhave
confirmedthatyouarenodifferentthanthose
whohavecomebeforeyouandthemany
whowillcallusingthesamelineinthefuture.
YourCallProvidesNoValueandConfirmsNo
FutureValue
Bymakingyourrequestbothaboutyourself
andundifferen9ated,youconfirmforyour
prospectordreamclientthatyoulackthe
abilitytobevaluabletothemthisistrue,evenwhenyoureallycanbeofvalue.
Bymakingevenyourrequestaboutyou,you
demonstratethatthefocusofthiscallisabout
crea9ngvalueforyouandnotyourdream
client.
Bynotmakingyourcalldifferent,thedream
clienthasnochoicebuttobelievethatyou
havenonewvalue-crea9ngideasworthher
9meandheraen9on.
Thefirstassessmentthatyourdreamclient
makesiswhetherornotyouaresomeone
worthspending9mewithwhatarethey
goingtogetoutofthecall.Thebesttheycan
hopefor,basedonyourrequest,isthatthey
mightgettovisitwithareallynicesalesperson
withnothingveryvaluabletooffer.
YourCallConfirmsThatYouLackBusiness
Acumen
Yourdreamclientshavebusinessissues,
businessproblems,businesschallenges,and
businessopportuni9esforwhichtheyrequire
outsidehelp.
Yourcalldoesnothingtoindicatethatyouhave
thebusinessacumen,theexperience,orthe
resourcefulnesstohelpthemovercometheir
problemsortotakeadvantageoftheir
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HowtoRemedyThisProblem
Thewaytoremedythisproblemistowrite
beerscripts,scriptsthatdontviolatethe
aboveprinciples.
Beerlanguagewillbecustomer-focused,it
willdifferen9ateyoufromyourcompe9tors,it
willdemonstratethatyourinten9onisto
createvalue,anditwillconfirmthatyouhave
thebusinessacumenandtheresourcefulness
toreallyhelpthemwiththeirbusiness.
Conclusion
Thefirststepingainingappointmentswhen
coldcallingistocaptureyourdreamclients
interest.Inoutof10cases,offeringtotalk
aboutyourselfisntinteres9nganditisnt
compelling.
Effec9venessincoldcallingandappointment
sengisbuiltondifferen9a9ngyourselfand
yourofferingandbyprovingyoucanandwill
helpyourdreamclientsproducebeer
businessresults.
Quesons
1. Whatdoesyourscriptsuggestaboutyourinten9onsforthefirstappointmentwith
yourdreamclient?
2. Howdoesyourscriptdifferen9ateyouinacrowdedmarketplace?Doesitconfirmthat
youarenodifferentandthatyouhave
nothingnewtosay?
3. Doyourscriptsandyourlanguagechoicessuggestthatyouareaprofessionalinyour
fieldandthatyoupossessthebusiness
acumentomakeadifferenceforyour
clients?
4. Doyourscriptsandyourlanguagechoicesconfirmyourabilitytocreatevalueforyour
dreamclient,evenontheveryfirstcall?Whywouldtheybelievethatmee9ngwith
youwouldbenefitthemnowandinthe
future?
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1.YouAreGoingtoHearNo.DontBelieveItMeans
Anything.
Yourdreamclientsandprospectsgethundredsofcalls
fromsalespeople.Yourdreamclienthasnowaytoknow
whoisworthspending9mewithandwhoisnotworth
spendingtheir9mewith.Whenfacedwiththisdilemma,
theymaketheeasiestchoice:theysayno.
Theydontjusttellyouno.Theydontjustgiveyouan
objec9on.Theygivealmosteveryonethesamenoand
thesameobjec9onbecauseitworks.Theobjec9on
preventsthemfromhavingtospendtheir9mewith
salespeoplewhoarewhollyunpreparedtocreateany
valueforthem.
SixPrinciplesforColdCalling
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Thosethataregreatatcoldcallingand
telemarke9ngdonotaachanymeaningtothe
wordnoortotheobjec9onthattheyreceive.
Theydonotfeelasiftheyhavebeenrejected.
Theydontbelievethatthewordnoorthe
dreamclientsobjec9onissome
insurmountableobstacletomakingan
appointment.Theydontbelievethatitmeans
thattheyhavefailed.Theyaachnomeaning
toitatall.
Tosucceedatcoldcallingyouhavetoknow
thatyourfirstanswertoarequestisgoingto
benoandthatitdoesntmeananythingabout
you,abouttheirneedforyouoryourservice,
oraboutyourprospectofgainingan
appointment.
Itissimplypartofthedance.
2.YourDreamClientReceivesLotsofCalls.
YouHavetoDifferenateYourself.
Yourdreamclientcannottellfroma
telemarke9ngcoldcallwhoisworthseeingand
whoisntworthseeing.
Inordertogaintheiraen9on,youhaveto
differen9ateyourselffromyourmany
compe9tors.
Alotofcompaniestreatalloftheirproviders
andpartnersascommodi9es,whichmeansoneofusisasgoodasthenextevenwhenthisis
nottrue!
Duringyourcall,youonlyhavetwotoolsthat
youcanusetodifferen9ateyourselffromyour
compe9tors:
1. thelanguagechoicesthatyoumake,and2. whatyoupersonallybringtothecall.
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Ifyourlanguagechoicesarethesameasallof
yourcompe9tors,youarenotgoingtobe
perceivedasbeingdifferent.Ifthewayyousay
whatyousaymakesyousoundlikeyouarenot
passionate,likeyouarenotexcited,likeyouare
notinteres9ng,andlikeyoudonothavethe
abilitytomakeadifference,youwillnot
differen9ateyourself.
Yourcompe9torsaretryingtosound
professional.Youneedtosounddifferent.
Beingreal,beingconversa9onal,andbeingauthen9cwillhelpyoudifferen9ateyourself.
Ifyoudonotsoundlikeyouarepassionate
aboutmee9ngwiththemandhelpingthem,
howdoyouexpectthemtobepassionate
aboutmee9ngwithyouandgivingyoutheir
9me?
Yous9llneedtohavethebusinessacumento
talkaboutyourdreamclientschallengesina
meaningfulway,butauthen9cityand
professionalismarenotmutuallyexclusive.
Authen9cityisenabledbyconfidence.Be
yourself(andbeaconfidentyou).
3.YouHavetoProveYouAreaValueCreator.
NotaTimeWaster.
Yourdreamclienthasallowedher9metobe
wastedbysalespeopleinthepast.Yourcallis
alreadysuspect;yourdreamclientbelieves
thatyouwillwastetheir9meandthatyouare
notavaluecreator.
Youhaveonechancetomakeafirstimpression,andyouhavetosaysomethingthat
provesthatyouknowthatitisyourjobtohelp
themachieveabeeroutcomethantheyare
presentlygeng.Youhavetosaysomething
thatindicatesthatyouknowthatyouownthat
beeroutcome.
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Ifyousay:Idliketostopbyandintroduce
myselfandmyservice,youhavesaidnothing
thatindicatesthatyouintendtocreatevalue.If
insteadyousay:Idliketositdownwithyou
forfiXeenminutestoseehowwemightbe
abletohelpreduceyouroverallcostof
_________andimproveyour__________
results,yousoundlikeavaluecreator.
4.YouAreAlreadyUsingaScript.Writea
Be`erOne.
Evenifyoudontuseawrienscript,chancesare,youaresayingaboutthesamethingon
everycallthatyoumake.
Improvingyourscriptimprovesyourresults.
Itistremendouslyhelpfultogothroughtheact
ofwri9ngdownwhatyouintendtosaybeforeyousayit.Ithelpsbuildthelanguageintoyour
nervoussystem;itmakesthelanguagepartof
you.
Wri9ngdownwhatyouintendtosayalso
preventsyoufromhavingtoreaditfroma
pieceofpaper.Bywri9ngyourscript,u9lizingit
inprac9ce,discerningwhatworksandwhat
doesnt,andthenre-wri9ngyourscript,you
buildgreaterconfidenceandcompetency.
Youshouldalsowritedownallofthecommon
objec9onsandconcernsyouhearfromyour
dreamclientssothatyoucanhaveprepared,
effec9velanguagechoices.
5.YourGoalIsanAppointment.NothingElse.
Yourgoalisnotaconversa9on.Yourgoalisnot
aneeds-analysis.Yourgoalisnota
presenta9on.Yourgoalissimplyan
appointment,nothingelse.
Allques9onsthatwouldleadtoaconversa9on
needtoberespondedtoinawaythatinstead
leadstoanappointment.
Youhear:Whatmakesyoudifferent?
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Yousay:Wehavesixfundamentalthingsthat
makeusdifferentandthatmakeadifference
forourclients,includingacoupleofproprietary
serviceofferingsthatonlywehave.Illmake
sureIampreparedtoshowyouhowweput
thesesixideastoworkforourclients.What
doesnextThursdayaXernoonat2:00PMlook
like?
Ifyouanswertheques9onswithoutleadingthe
conversa9ontowardscommingtoan
appointment,youarearmingyourdreamclientwiththeinforma9ontheyneedtosayno.You
aregivingthemenoughtosaythatyouranswer
isntenoughforthemtowanttochangeright
now.
Youcannotsellwithoutfirstunderstanding
yourclientsneedsandtheirdissa9sfac9on.However,thecoldcallisnottheplaceto
conductthatneedsanalysis.Themore
ques9onsyouask,andthedeeperyougetinto
aconversa9on,thelessitbecomesnecessary
foryourdreamclienttomeetwithyou.
InB2Bsales,alwaysbeclosingisproblema9c;
especiallywhennotenough9me,trust,or
valuehasbeencreatedtodeservetheclose.
Butwhenitcomestocoldcalling,alwaysbe
closingistherule.Inordertocreatean
opportunity,youhavetofirstgetin.
6.YouAreGoingtoHavetoPushifYouWant
anAppointment
ItwillnotbeoXenthatyoureachthecontact
youneedonyourfirstcall.
ItwillnotbeoXenthatyougetanappointment
thefirst9meyoureachyourdecision-makeror
decision-influencer.ItwillnotbeoXenthatyou
getanappointmentthefirst9meyouaskfor
one.
Ifyoureallywanttheappointment,youaregoingtohavetopush.Youaregoingtohaveto
callmorefrequentlythanfeelscomfortableto
you.Youaregoingtohavetoaskforthe
appointmentmore9mesthanfeels
comfortabletoyou.
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Youaregoingtohavetobepersistentand
resilient.Persistencemeansthatyoudont
acceptnoforananswerandyoukeeptrying.
Resilientmeansthatyoubouncebackfromthe
nototryagain,withoutallowingtheanswerno
todiscourageyouinanyway.
Youaregoingtohavetopush.Youaregoingto
havetoaskfortheappointmentmorethan
onceeach9meyouconnectwithyour
decision-makerordecision-influencer.Ifyou
reallywanttheappointment,youhavetobehaveasifyoureallywanttheappointment.
Conclusion
Lotsofsalespeoplearechallengedbyhavingto
makecoldcalls.Buttherearesomeprinciples
that,iftakentoheartandadoptedintoyour
prac9ce,canmakeyourcoldcallingalotmoreeffec9ve.
1. Whatmeaningdoyouaachtothewordno?Whatcoulditmeaninstead?
2. Howdoyoudifferen9ateyourcallfromthehundredsormorecallsyourdreamclientreceiveseveryyear?
3. Whatdoyousaytoensurethattherecipientofyourcallknowsforcertainthat
youareavaluecreatorandnota9me
waster?
4. Couldyourcoldcallingbeimprovedbytakingthe9metochoosemoreeffec9velanguage?Coulditmademoreeffec9veif
youspent,say,twohourswri9ngoutwhat
youreallywanttoconvey?
5. Areyoutryingtocreatethevalueofaneedsanalysisonthetelephoneinsteadof
schedulinganappointment?
6. Areyouwillingtopushinordertogettheappointmentthatyouneed?Isaquarterly
phonemessagereallyindica9veofyour
strongdesiretoperformforyourdream
client?
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S.AnthonyIannarino
PresidentandChiefSalesOfficerforSOLUTIONSStaffing,abest
inclassstaffingfirmwithofficesinColumbus(OH),Cincinna9(OH),Charloe(NC),Atlanta(GA),andPhoenix(AZ).
ManageanddirectB2BSalesCoach&Consultancy,abou9que
salescoachingandsalesconsul9ngfirmspecializinginhelping
salesorganiza9onsrapidlyimprovetheirresultsandreachtheir
fullpoten9al.
Iwriteablogpostdailyathp://www.thesalesblog.com,where
Isharemyideasandexperiencesinsalesandsales
managementwithagoaltowardshelpingsalespeopleimprove.
Youcanconnectwithmeat:
Twi`er:@iannarinoLinkedIn:hp://www.linkedin/in/iannarino
Facebook:hp://www.facebook.com/iannarino
Email:[email protected]
Phone:(614)212-472