I get shut down on cold calls!
A common question I get is how do you stop being shut down on a prospecting call once you mention what it is you do?
Simple.
Stop talking about what you do.
If you sell, say data security, the last thing you should be saying to a prospect is "we specialise in data security"
Why?
1. no doubt you're calling on people that have some form of data security already
2. they hear data security and think "we got it covered"
You may have a much better solution, but they don't hear that or care, because as far as they are concerned they have data security.
The question you need to ask and answer yourself is;
DESPITE a prospect already having a data security solution, what problems are they still likely to be facing if using a competitors or doing it themselves? (because you know your solution is better, so it stands to reason that they will have issues as yet not addressed)
Once you establish that, go in and talk about that.
Mr prospect, despite having a data security solution, a lot of our clients told us they were still suffering from X and pissed off with Y....
Whilst this idea makes most salesman choke on their wheaties - nobody cares about you or your solution. Nobody gives a rat’s arse about who you are.
What they care about is talking about the things that annoy them because they care only about themselves. Take them to a place where they get to vent.
Prospecting is hard when you constantly phone up with a script designed to say “Hey look at me, aren’t I great” like some pathetic child seeking attention from a parent at the park.
Don’t be a that loser on the phone.
Obviously, if you work for a large corporate you must behave this way, because most corporates are managed by children, with egos, tantrums and a pray and spray approach to prospecting. I feel for you.
But if you don’t, then you should have the latitude to start behaving like an adult on the phone. An adult has parity with the prospect. An adult isn’t seeking attention or approval. An adult knows that to make an impression you are to be more interested than interesting.
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