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Facilitating Success, One Decision At A Time

Sharon Drew Morgen

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Cold Calls Can Be Effective, But Not Like This

blind_buyer-166x250I recently got this cold call:

D: Hi. I’m David, with Keller Williams. I’m calling to inquire about your property. Are you still looking to sell your place?
SD: Do you have a buyer for me?

D: Possibly. How did you determine your sale price?
SD: How do you know what price I determined? What is the context of this call please? Are you looking for a listing? Or do you have a buyer?

D: As I said, I’m David, from Keller Williams. I just want to know about your place.
SD: But before we discuss my place, I need a context. Are you seeking a listing or a property for a specific buyer?

D: I just want to know about your place.
SD: And I just want to know why you’re calling.

D: Obviously you’re not interested in selling. Good bye.

This guy either had a script or was trying to get data without disclosing his intent. He certainly ignored the rapport bit.

It’s possible to make cold calls to facilitate buying decisions. When I taught Buying Facilitation® at Wachovia the small business bankers started cold calls like this:

“Hi. My name is John. I’m a small business banker at Wachovia. I hope this is a good time to speak. I’m wondering how you’re getting your financial needs met when your current bank can’t get you the resources you require.”

37 out of 100 calls asked us to visit; we closed 30 within 12 weeks. With 100 cold calls asking for appointments to introduce new products we got 10 visits and closed 2 in 11 months.

If you make a cold call merely to get your own needs met – i.e. appointment, pitch, ‘understand your business [so I can pitch to you]’, prospects won’t respond. I regularly get calls that say: “Hi. Can you please get me to the person who handles X in your company?” Why would I take someone’s valuable time so a stranger can….. can do WHAT? Take care of their own needs?

Using cold calls to push solutions, or find folks with ‘needs’ won’t get you to the right person or get you answers, and you’d only speak to one of many people necessary to define a need. If you get an appointment you’d be wasting your time speaking with a prospect already talking to your competition or they wouldn’t have seen you. Use Buying Facilitation® at the beginning of every call and begin helping prospects consider the change they’d need if they sought excellence using your solution. Then gatekeepers will bring you in and get you to the right people.

Contact me to teach your folks how to get to the right people and find more prospects with cold calls: sharondrew@sharondrewmorgen.com

Cold Calls Can Be Effective, But Not Like This is a post from: SharonDrewMorgen.com

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More Stories By Sharon Drew Morgen

Sharon Drew Morgen is the visionary and thought leader behind Buying Facilitation® the new sales paradigm that focuses on helping buyers manage their buying decision. She is the author of the NYTimes Business Bestseller Selling with Integrity as well as 5 other books and hundreds of articles that explain different aspects of the decision facilitation model that teaches buyers how to buy.

Morgen dramatically shifts the buying decision tools from solution-focused to decision-support. Sales very competently manages the solution placement end of the decision, yet buyers have been left on their own while sellers are left waiting for a response, and hoping they can close. But no longer: Morgen actually gives sellers the tools to lead buyers through all of their internal, idiosyncratic decisions.

Morgen teaches Buying Facilitation® to global corporations, and she licenses the material with training companies seeking to add new skills to what they are already offering their clients. She has a new book coming out October 15, 2009 called Dirty Little Secrets: why buyers can’t buy and sellers can’t sell and what you can do about it which defines what is happening within buyer’s cultures (systems) and explains how they make the decisions they make.

Morgen has focused on the servant-leader/decision facilitation aspect of sales since her first book came out in 1992, called Sales On The Line.
In all of her books, she unmasks the behind-the-scenes decisions that need to go on before buyers choose a solution, and gives sellers the tools to aid them.

In addition, Morgen changes the success rate of sales from the accepted 10% to 40%: the time it takes buyers to come up with their own answers is the length of the sales cycle, and her books – especially Dirty Little Secrets – teaches sellers how to guide the buyers through to all of their decisions, thereby shifting the sales cycle from a failed model that only manages half of the buying cycle, to a very competent Professional skill set.

Morgen lives in Austin TX, where she dances and works with children’s fund raising projects in her spare time.