- Hi, I'm Matt Elwell of the Elite Closing Academy.
And in this video we're gonna cover
the five key things that you must do when cold calling.
(soft music)
Cold calling is, without a shadow of a doubt,
not for every business out there.
So if cold calling works,
then you must listen to what I'm about to tell you.
There are two phases to a cold call over the phone.
Phase number one is, wherever possible,
you must find out the person in the organization
who's responsible for what it is that you do.
Let me give you an example.
Just on Friday, I was working with a small sales team
who are in the dance events industry in the UK
and a very, very, very, very well know chain,
oh they're like the biggest sponsor
of dance events in the UK.
So I said, "I'll demonstrate how this works."
So the first thing I did was call head office,
this is phase one of a cold call,
and asked the following question: "Who in your organization
"is responsible for sponsoring events
"with 20,000 of your perfect customer there?"
So that's phase one.
And by loading so much of a benefit into the question,
it's called a seesaw,
by loading a seesaw into the question,
it gives a massive incentive
for whoever is answering the phone.
In this case it was a standard gatekeeper.
Now, this particular company had a
"we don't give out names" policy,
which is fine.
With a little bit more pushing,
I was able to find out the department
that was responsible.
And once I got the name of the department,
I was able to go online and find out
the head of the department,
and then that enabled me to have
what is known in phase one as "the man".
The "man" or "woman" stands for Money, Authority, and Need.
Who in the organization is responsible
for what it is that you actually offer.
Who has the budget for it?
Who's got the authority to say yes or no?
And who has the need.
So that is phase one of the perfect cold call.
You must find out who it is
you need to speak to within the organization.
So phase two, once you get through to that person,
what do you say?
Now, on Thursday last week,
I was working with seven salespeople within a team,
and they have lists, they pay for lists
with the man's name on it
and often actually get through to the man.
What do you think, when we did some live role-play,
and I said all right, "What do you actually say
"when you get through to people?"
What do you think these listeners could hear?
Well, let me tell you.
It sounded more like a flight attendant on an airplane
than what I would class as a cold (chiming).
You're listening to this,
and when you do get through to somebody,
you've got this big long spiel,
and it's all said in a sort of monotone,
like this, (speaking in monotone) "Hey, we are specialists
"in productivity and cost effectiveness,
"and we can increase your cost effectiveness
"and productivity,
"and we'd like to come and talk to you about...."
If that's you, those days are over.
You have to listen to what happens next.
You have literally just a few seconds,
first and foremost, to not sound like a salesperson.
You have just a few seconds to sound purposeful,
professional, and persistent,
just a few seconds.
So it's really important
that you get the next five things nailed.
So the first thing you must do
is set your intention or state your purpose.
Remember, at this stage,
the person answering the phone
is a complete stranger to you and vice-versa.
So the most important thing is
you must set your intention, state your purpose.
"You don't know me.
"The reason why I'm calling today is
"to set an appointment with you."
And you must transition very quickly into number two,
which is make a huge statement.
So in my case, I'm very much like, "Hey, you don't know me.
"The purpose of today's call
"is for me to send you some free information
"about sales training.
"The reason is, when people work with me over 12 months,
"they increase sales by 64%."
That's the second part, huge statement.
Number three: position your price.
"For as little as a few hundred pounds,
"you can have exactly the same."
And then number four is ask a question
that's linked to a problem,
or to problems or challenges
that's linked to number two, your huge statement.
So in my case, it would be, "Let me ask you a question
"when it comes to your sales practices,
"and in particular, closing more deals within the team,
"what's your biggest challenge right now?"
You get those four questions in,
and that's what we call the Cold Call Platform.
Try it.
Please try it.
You will be amazed when your prospect
is talking about themselves.
And it's all about them
because you're asking.
That's when the sales process has begun.
You must look out for it.
And then point number five is,
close the logical next step.
It might be, "Look, let me just
"send you something while you're on.
"I'm gonna text you something now,
"and it's a free download
"in return for that email."
Remember, always capture people's information.
And never ever ever leave it
where you don't have their number
or an email or a way of getting ahold of them.
But there must be a reason,
there must be a logical next step,
a time when you're gonna call back,
something that needs to happen,
you're gonna send them something.
And that is number five.
If you enjoyed that video about cold calling,
then click on the link below, eliteclosingacademy.com.
There's a video series to help you close even more deals
and go from cold to sold.
Make sure that you subscribe to the channel
and ping the notification bell.
You get a free training every Tuesday at 5p.m.
And don't forget to watch more video,
there's loads of it in there for you.
(soft funk music)