Tips, Trends, and Tactics on Channel Demand Generation

This article was written by Barbara Burgess, Sr. Sales Specialist, CSE

The recent Vancouver Olympics led me to consider some of the similarities of what it takes to be a peak Olympic athlete, and those needed to be an effective Cold Calling Agent – the one who drives the first step in the Sales Process. Some say that cold calling is passe, not necessary, or a waste of time, and for some, the phrase “cold call”, can send shivers up the spine. Alas, it’s actually this mindset of both the caller and prospective client which are off the mark.

The fact is, the cold call is life blood for a business, and statistically, most new business is generated by this process.  Whether performed by an individual sales representative, or a third party vendor, the cold call is the very first step in establishing an effective business relationship.

As a former competitive swimmer, (okay, I admit, a Summer Olympic sport), I have tasted Gold and experienced the “Glory of the Podium.” I liken the achievement to scheduling an appointment from a cold call. The appointment (prize) can ultimately produce a sale, so it is an achievement to recognize and a mission accomplished.

Success! Notwithstanding, there are several characteristics involved in bringing this “Glory”… to “GOLD.”

PURPOSE:

The reason why an athlete competes might differ among competitors, but they all have the same end goal or purpose- to WIN, to ACHIEVE.  Likewise, the cold call should have PURPOSE.

The purpose of a Cold Call is not necessarily to “sell”, but rather to make an appointment or to arrange a phone consultation to begin the sales process. That being said, the caller should be concise and state the purpose of the call simply and professionally. Keep it simple, be clear, and have a strategic basis for engaging the Prospect- such as an opportunity for an ROI or Needs Assessment. Most business decision makers are pressed for time, so don’t waste their time with pushy scripted “salesy” conversation. Use a “giver not a taker” approach, which involves preparation. The result is a more skilled approach, a soft sell.

PREPARATION:

Every athlete needs to prepare for their event, both physically and mentally. Preparation can be tedious, but it is meaningful to attain success. Daily training and workouts, aerodynamic lycra, and even mental visualization are vital elements of preparation.

The cold call becomes a warm call when you have done your homework. Know the company you are calling and utilize current internet tools to help you identify key contacts in making business decisions and technology purchases. Hoovers, LinkedIn, Network Solutions, and Jigsaw, are some major sites to reference. If a company is going through a merger, or downsizing, their network will be impacted, so, discuss technologies that cut costs and streamline business processes, such as Virtualization, Cloud Computing, Managed Services, or Unified Communications.  Present solutions with an educational, consultative approach, and use open ended questions to guide the Prospect through the process.
You should also know the different challenges a business faces within verticals. Banks typically shy away from wireless technology, due to security concerns, yet a manufacturer or hospital utilizes the technology fully, due to RFID inventory / equipment tracking, or mobility of employees involved in patient care.

Doing research on the Partner you are calling on behalf of helps a prospect relate to you.  A prospect can identify with the business down the street; if you understand the issues and challenges of a particular vertical, you will have presented yourself as an educated, trustworthy professional able to understand their business needs and challenges.
Remember that numbers talk, so it is to your advantage to relate statistics pertaining to time/cost savings, or “doing more with less.”  It doesn’t hurt to “know your enemy” too. You might have to entertain questions contrasting gear- that could be the edge you need to schedule an appointment for them to learn more.

First impressions are lasting. Keep in mind that voice intonations, minding your p’s and q’s, and behaving in a professional manner are tools of engagement.  Know who you represent, and behave ethically on their behalf. Set your call apart from the hundreds received every day by focusing on the initiative and the call to action, and LISTENING to what Mr. Prospect has to say. The prospect knows the organization better than you, so if you listen and internalize what is said, you will be better able to identify opportunity, uncover pain, and reconcile needs with information for follow up.  Use the 80/20 rule: 80% listen, 20% talk.

PERSONALITY and POSITIVE ATTITUDE

You have about 15 seconds to pique interest and engage in productive conversation, so your opening statement needs to break the ice. It is good to write one out and perfect it without sounding scripted. Be organized, be yourself, retain Personality with a Positive Attitude.

To be effective in Sales, you must be “fearless.” All the athletes interviewed at the Vancouver Winter Olympics indicated that a fearless attitude put them on the path that brought them there.
Whether a speed skater positioning himself to gain the inside lead, the figure skater going for a quad toe-loop, or the snowboarder attempting a 720 on the half pipe, the psyche needs to be open and uninhibited.  Nike said it best: “Just Do It”. So, in cold calling for an appointment or lead, you can’t be afraid of failure, rejection, or taking “no” for an answer.  Anticipate a positive result with each call, and maintain a positive attitude throughout. Negative thoughts will result in “crash and burn” failure.

PRACTICE

Years of disciplined practice develop Olympic athletes, but there are always pitfalls, obstructions, and setbacks along the way. If what you are doing isn’t working, change your performance. Ask a teammate or superior to help you identify weaknesses and make improvements.  Muscles need resistance to get stronger, so use objections as a conditioning mechanism. Even a volatile economy can be used to your advantage. Create a sense of urgency, without being pushy. Call with PURPOSE, adequately PREPARE, maintain a POSITIVE ATTITUDE, and PRACTICE.

If you use this approach, and embrace cold calling as a vitally important first step of the Sales Process, you will experience both the Glory and the Gold of the Podium.

{ 0 comments }