Gilan Gork is an expert mentalist, best selling author, and global speaker in more than 30 countries. He helps companies develop their teams so they can lead, sell, market and inspire on new levels.
In my online sales course, I recommend to my students around the world to stop with traditional cold calling.
Let me explain why.
First, let’s agree that your ultimate goal as a salesperson is to fill the top of your sales funnel with qualified leads (which is why you’ve resorted to cold calling to begin with). In today’s modern world there are so many platforms to meet and warm up leads, you should aim to have multiple streams of prospects. Cold calling can be one of those streams, however, it should be your last resort.
Consider the four phases any customer goes through before taking any type of action: Awareness, Interest, Desire, Action
The problem with cold calling for appointments is that you’re trying to move your lead too quickly from ‘Awareness’ to ‘Action’ (i.e. setting an appointment).
Try this three-step approach instead:
1. Think of a problem your ideal customer wants to solve. Create a resource (article or report) which provides practical advice. Ensure this is real value and not just a teaser.
2. Meet relevant people and begin a conversation. Use online platforms or any others. You can use the phone but consider it purely an ‘awareness call’.
3. After introducing yourself, do not try set an appointment off the bat. Rather offer to send them your helpful resource. Let them know that if they find it interesting then you’d love to chat further to explore how you can help them.
This process takes the pressure off trying to set appointments, positions you as someone who adds value to your customers, and helps you identify qualified prospects.
Learn more about how to use this method here.
