Whether it’s a cold call, a referral call, a warm call or a client call, when you are calling to earn someone’s business, it requires a strategy that accomplishes two things: It must set you apart from the competition and it must engage. Most sales people are calling with the same terrible routine that includes lots of enthusiasm and information overload.
In today’s market, prospects are overwhelmed with so much work. Like I always discuss as a sales trainer in Boston, prospects are bombarded with the same cheesy sales approach all day and they are sick of it. Here are two strategies to making a killer prospecting call:
Stop the PEP!
PEP stands for Pitch your product, be Enthusiastic, & Persuade. This is what most sales people are doing when they make a prospecting call. It sounds something like this: “Hi Bob! How are you today!?!?!? Well, great!!! I’d like to tell you the 9,483 reasons you should do business with me!!!!”
This may have worked 30 years ago, but not today. While we receive sales training in Boston, prospects receive buyer training from all the sales people that have called—and they immediately know how to handle the PEP approach.
Rather, tone it down and just be real during a prospecting call. As if you were calling to ask a question that you didn’t care how they answered. Just a relaxed and calm tone.
Most old-school sales training teaches us to talk most of the time. This simply doesn’t work anymore; prospects have way too much going on to be lectured about someone’s product or service. Prospects need to be engaged in a meaningful way. The way to do this is to start a conversation by asking them about their challenges (related to your product or service). So if you are a marketing company, what are their biggest marketing challenges? Once the prospect is engaged, she will want to continue talking.
So, moving forward, stop the PEP and start engaging those prospects.
What is your prospecting call technique? Please share below.