Date:
You’re just another salesperson who’s only interested in making a sale.
So what do we do?
Suppose your marketing manager sent out several letters or e-mails and you need to follow up. How would you open that conversation? By simply making your cold call without mentioning the letter. Just because your company sent out the letters or e-mails doesn’t mean you have to refer to them. In most cases, the letters are only going to hurt you, not help you.
Date:
Basically, if you have to follow up on a sales letter, then treat the cold call as usual and don’t refer to the letter at all. You’ll find that you won’t be tagged with the "telemarketer" stigma, and you avoid being pulled into the numbers game. At the end of the day, you’ll feel much more satisfied with your cold calling approach. You’ll be able to continue moving forward, firmly anchored in the new cold calling mindset.
Remember the numbers game? Well, that is the same thought behind sending out sales letters. The hope is that with every hundred or so letters, a few sales will result.
If you don’t know how to make a call from scratch and build trust, it seems to make sense to rely on a letter, brochure, or e-mail to do the job. But once you learn how to cold call the right way - with the new mindset - you’ll realize that sales letters really aren’t any help at all.
Date:
Here are four reasons to consider making cold calls without referring to a sales letter:
1. You get pegged as a traditional salesperson right away
When you start your cold call by referring to a sales letter, you’re following a traditional sale and marketing technique. This indicates to potential clients that you’re a traditional salesperson.
Date:
Do you really want to be associated with something that brings up painful memories of sales pressure? Better to break out of that negative salesperson stereotype entirely, and offer something new.