How to Un-Screw a Screwed-Up Cold-Call
A hub media company botched their out-of-the-blue sales call to me today. Here’s what happened and how they could make an really great cold calls that work.
They called me out of the blue today and offered some recommendations on my website and social media. That got my attention and I agreed to hear the recommendations.
The caller began asking me questions and talked about what the company did. I answered a few questions briefly and waited for the recommendation. He kept talking.
“Did you say you had a recommendation for me?”
“Yes, just one more thing…”
After a few minutes of him describing their services to help my main street business organize and streamline my hub, I thanked him and said I needed to go. He hung up and earned his company a 1-star google review.
I know cold-calling can be tough. I’ve done it myself and do not recommend it for most people as a tactic because there are other options available.
These days, I mostly speak, host webinars, and receive word-of mouth referrals. Because I know how HORRIBLE it can be to cold-call, I wanted to offer that company and any sellers out there a few recommendations for improving sales, service, and standards:
- Be transparent. You found me online and you want to make some recommendations. Awesome. How about, “I’m calling with XYZ company and we help companies like you improve _____. I’ve got a recommendation for you from thinking about your site and would love to share it with you for free. If you find some value, can I tell you a more about what we do?”
- Deliver. Actually deliver on that recommendation. Don’t bait and switch, turning it into an intake conversation. An intake conversation is better done after I know, like and trust you.
- Be courteously grateful. You came to me, not me to you. Even if I came to you, it pays to act with gratitude. How can you create a sense of like, know and trust as quickly as possible? Gratitude.
- Acknowledge. It’s fine that you’re calling out of the blue. You don’t need to rush value. If I stay on the phone for recommendations, you’ve got my ear. If I don’t, you don’t want to fight to convert me to a customer anyway.
I know it’s hard to cold-call. Remember that even cold-call is a relationship that can grow. For fun, the keys of plant growth include seed, soil, sun, and water. Good luck and thanks for being epic.