Control What You Can Control

Raise your hand if you love cold calling. If you did, there are one of three reasons:

1. You are a liar.
2. You don’t have to do it.
3.  You have discovered a system for cold calling like Sandler Training’s.

Without more context, the following system for cold calling may be tough to implement, but it serves to build awareness that there is a way to make sure any salesperson can build the confidence to pick up the phone consistently.

Step 1 – The Pattern Interrupt

Do NOT say “How are you today?” You might as well put a sign around your neck that says, "I am a salesperson."

Do something different to stand out. Ask, “I don’t imagine my name rings a bell?” or “Did I catch you at a bad time?”

Step 2 – The Mini Up-Front Contract

Ask permission to move forward – “Let me take a minute to tell you why I called, then we can decide if it makes sense to talk further- fair?”

Step 3 – The 30-Second Commercial

The salesperson’s 30-second commercial should not only have the pains they solve but the impacts those pains may have on the prospect. It is NOT about the features and benefits of the salesperson’s product or service.  The finish of the 30-second commercial must have a hook question to see if the prospect is experiencing those pains.

Step 4 – The Pain Conversation

If the prospect admits to having a pain that was mentioned, a short pain conversation should follow. Remember, do not sell anything but getting the appointment over the phone, so an find enough pain to get the appointment, no need to stay in the conversation longer than it takes to accomplish that goal.

Step 5 – Ask for the Appointment

Make a suggestion that the prospect pulls out their calendar to see when it would be a good time to discuss their issues further and see if you might be able to help. A few ways to ask: "Sorry, I don't have my calendar in front of me- can you send me an invite?" "When would be a good time for you?" "Let's put something on the calendar..."

Step 6 – The Goal of the Meeting

Make sure the prospect understands the goal of the appointment. It shouldn’t be for the salesperson to come in to present. The salesperson must know more to know what to present to, so the prospect should expect a conversation about their issues and possible next steps to a solution.

Step 7 – The Big Up-Front Contract

Restate the time, date, agenda, and who will be participating. Take the pressure off by understanding that some days the prospect will admit to pain, some days they won’t. But if the salesperson executes the system, the outcome will be predictable. Do the behavior, do it well, and do it consistently.