I'm going to let you in on a little secret.
The traditional cold call doesn't work anymore.
Anyone who tells you
that a traditional cold call still works
doesn't use cold calling in their own strategies.
We have watched countless organizations and salespeople
banging their heads against the wall,
trying to use the traditional cold call to generate leads.
And yes, every once in awhile,
a blind squirrel can find an acorn every once in awhile,
but the reality is, in terms of a return on time
and return on investment activity,
it is not where you should be spending your time.
Now having said that, that doesn't mean
that you shouldn't be leveraging the phone
to generate meetings and appointments.
The phone is still an incredibly powerful tool,
but we don't want to be using
the old school cold call ever again.
In this video I'm going to show you
how to never cold call again,
using leveraged calls to generate leads.
Check it out.
(uplifting music)
Number One- Target your IPP.
And your IPP is your ideal prospect profile.
One key piece of the traditional old school cold call
is that it tends to be more of a shotgun approach.
We all have that image of the
inside sales rep just banging out a 100 dials a day
to a kind of random list of prospects.
Instead, we want to be targeting only our ideal prospects.
We want to have a top 20 or a top 50 list
of prospects that we are going after today,
and we only want to target those ideal prospects
with any phone outreach.
Number Two- Use a prospecting campaign.
Now this is a big difference on the traditional cold call.
The traditional cold call is me calling you,
and you have no idea who I am.
You answer the call,
you've got no clue that this was coming.
A prospecting campaign is going to touch the prospect
in a lot of different ways
using a lot of different channels.
Maybe it's going to involve cold email,
LinkedIn outreach, Facebook outreach.
Maybe you'll use Twitter.
Maybe you'll send them a letter,
you'll send them a package,
you'll send them something of value.
You're connecting with them in so many different ways
that by the time you actually get them on the phone,
they know who you are.
That is key.
Number Three- Map out your entire process.
One of the biggest problems with reps and prospecting
is that it tends to be really haphazard, right?
It's all over the map.
They're making a call to this list today,
they're making calls to that list tomorrow,
they're sending out emails to this group.
It's just not tied together with one coherent strategy.
What you ultimately want to do is map out
your entire prospecting process.
And so you think of it almost as, like, a factory line
where you're going to start with just the raw materials
and at each station, it's going to go through
and it's going to change, and by the time it comes out
20 steps later, it's now a fully-formed product.
That's exactly what your prospecting process
should look like as well.
Maybe the first step is to send a cold email.
The next step is to follow up
on that email with a voicemail.
After that, you send a LinkedIn outreach.
After that, maybe you send them a package.
After that, you follow up with another call.
And it keeps going until eventually
the prospect actually knows who you are,
even if they're not responding to you.
They're ultimately starting to understand who you are.
And again, if they ever tell you to stop, you stop.
But if they don't tell you to stop, you keep going.
Number Four- Touch them at least 20 different times
in different ways.
Now when I say that aloud, it sounds really creepy,
but I'm obviously not talking
about physically touching someone.
I'm talking about touching them
from a prospecting perspective in different ways
using different channels.
So leverage all of the tools that you have,
whether it be cold email, whether it be letters,
or packages, obviously the phone.
Anything that you can do to connect with your prospects
in different ways that are going to
start to allow them to understand who you are.
Because the data shows that a prospect needs
at least about 18 outreaches
before they're going to finally say,
all right, yeah, I'll talk to you.
Number Five- Offer value, not just a chance to talk to you.
Newsflash:
Your prospects are not dying to get on the phone with you.
I don't care who you are.
I don't care if you're the CEO of your company,
chances are, your prospects are not dying to talk to you.
Now there might be other people out in the world
who are dying to talk to you,
but it is not the people who you are trying to sell.
And that's simply because of the way sales works.
We must offer value in our outreach
in order to get them to say,
yeah, I'll hop on a call with you.
The prospect hopping on a call with you
is time out of their day.
They know they're going to be sold.
No one's dying to have that experience,
so we need to be offering real value
that will get them to say,
okay, I'll get on a phone call with you.
So what is it that you can be offering
in terms of real value?
Maybe it's some kind of a marketing audit
or an operations audit,
or maybe it's some kind of a free trial.
What is it that you can offer to a high-value prospect
that would cause them to actually want to talk to you?
Use that as your bait to get them on the phone.
Number Six- Personalize each outreach.
One of the biggest mistakes that salespeople make
in today's world of selling
is that they are blasting out the same exact message
to every single prospect.
And the reality is that your prospects
are getting hit with so much automation
that they are immediately shutting things down
if they feel like it's just part of some kind of a blast.
Personalize every outreach.
Now you can still use email automation
or automaton and other tools,
but make sure that you are personalizing
each outreach enough so they're saying,
oh, okay, this person did their homework on me.
They understand me.
I'll hop on the phone with them.
Or I'll listen to what they have to say.
Personalization is going to increase the conversion rate
of every single outreach by at least 50 percent.
Number Seven- Create a sustainable cadence.
This is one of the key pieces
to having a prospecting campaign.
You want to make sure
that you're taking enough steps,
but that it's also sustainable
and that you can repeat it every single day.
So maybe you're only sending five or 10 people
through your campaign each day.
And remember, a campaign that's got 20 steps,
as people get further and further into the campaign,
there's going to be more people.
And so it's actually a lot of steps.
Even sending five new people
through your campaign each day,
after awhile, you're going to be making a lot of outreaches
every single day.
So make sure that you're creating something
that is sustainable and that you can manage over time.
It's really important that you're not just the hare,
but you are the tortoise who can just every single day
chug along and bring new prospects
into that campaign, and at the end of the process,
you've got maybe one customer who is legitimate.
So there's how to never cold call again
using leveraged calls to generate more leads.
And if you enjoyed this video, then I have an awesome
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