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How to Cold Call Without a Script
by
Ari Galper
The problem is even if you’re a good-hearted
businessperson, scripts make it almost impossible for you to avoid sounding
like a “salesperson.”
Linear step-by-step sales scripts have done a lot to give selling a bad name.
Not because they don’t “work”,
actually some people who use cold calling
scripts actually do make some sales.
This is a serious problem because most people respond to a sales agenda with
something like, “Uh oh, I’m about to be sold something. How fast can I get
this person off the phone?” If we turn away from the artificial beginning of
a sales script, and approach cold calling in a different way, then we’re
likely to get different responses.
The first step to cold calling in this new, natural way is to let go of your
script as a crutch. The idea may sound scary at first because you’ve been
programmed to think you have to have a script to make a successful cold call.
Let me share a recent experience.
Last week I was sitting at my desk and the phone rang. I picked it up and
said, “Hello, this is Ari.” The caller said. “Hi, Ari, my name is Steve,
how are you today?” I knew right away that he was using a structured sales
script, and that triggered the negative “salesperson” stereotype in my
mind. Nevertheless, I didn’t want to hurt his feelings so I let him continue
with his pitch for a few minutes.
Then I gently said, “Hi, Steve.” He was so startled that he completely
stopped speaking. He had no idea how to react to my simple, normal greeting.
Why? It was because he was totally focused on his selling script and not on
any real two-way conversation. This is the problem with using a cold calling
sales script -- it doesn’t leave any room for a conversation to have a life
of its own.
When people call me and ask how they can throw out their scripts and cold call
the natural way, the first thing I do is ask them whether they’re willing to
role-play with me using their script. As soon as they start reading their
script, a couple of things happen. I hear their voices go up in volume so they
sound enthusiastic. They also talk faster, and their voice takes on a canned,
robotic quality. All these things trigger the negative “salesperson”
stereotype.
After a few moments, I gently stop them and tell them they’re sounding like
a totally different person from the one who called me and talked with me so
naturally about their sales issues. You know what they always say? “Ari, you
are so right. When I use a script, I feel as if I can’t be myself. I feel
like a robot or an actor, and it’s very awkward and uncomfortable. Is there
any way I can be myself again?”
Yes, there is a way to be yourself and still make successful cold calls. The
way to be yourself is...be yourself! It’s important to stop trying to be an
actor or even a successful salesperson. You’ll become more personable and
more interested in the conversation itself when you do this.
We begin by focusing on relationship rather than salesmanship. We call with
the anticipation of meeting someone new, and looking forward to a pleasant
conversation to find out whether we can be of service. This new mindset is
subtle but powerfully felt by the other person.
When we’re being real people treating others as real people, the difference
is amazing. Both people are both more at ease. We anticipate talking with
someone who may possibly have an interest in what we have to offer. If they
don’t, we’ve enjoyed our time with him or her.
When others feel this relaxed mindset from you, they’re much more likely to
welcome you into their day. However, if you rigidly follow a cold calling
script, then your call is immediately pegged as something initiated primarily
for your own gain. That will undoubtedly put you back to square one.
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Ari Galper, founder of Unlock The Cold Calling Game, makes cold calling
painless and simple. Learn his cold calling secrets even the sales gurus don't
know. To receive your 10 free audio mini-lessons visit http://www.Unlock-The-Cold-Calling-Game.com
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