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From this place, the discussion unfolds around their world, and not your advertising.
That’s the real shift in making cold calling relevant to their world.
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Example: Collections
Another example is the collections industry. Typically, collection agencies call companies to see if they can be hired to collect invoices that are unpaid. They usually talk about their services as opposed to making their cold calling focus on the problem.
The client is looking to bring in more revenue from invoices that aren’t paid. So an approach might be, "Maybe you can help me out for a second?" The reply is once again, "Sure, how can I help you?"
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"I’m just calling to see if your company is still having issues with unpaid invoices." And the response probably will be, "Well, yeah, we are. Who’s this?"
You can then respond in a very relaxed tone, "This is John. I’m with XYZ Collection Agency. I’m just calling to see if you’d be open to some new ideas on how to better solve that problem."
These are some examples of how to make your cold calling relevant to the other person and his or her needs. Practice this, and you’ll find that your cold calling conversations become more relaxed. You’ll no longer have to shift into an artificial "salesperson" role.
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How can we make cold calls "work" when we’re talking to someone we haven’t met, about something they may not need? Well, it’s really simple. First we look at how to relate to them rather than hoping they’ll relate to us and our solution.
When we approach cold calling with a question about what their needs are, potential clients respond much more readily to the idea of talking with us.