Simpe tip for improving your outreach!

Organize your calls into three basic categories:

A: Reachable prospects during day

B: Reachable prospects after hours

C: Reachable only via gate-keeper

Doing outreach qualifying calls to new prospects?

List-building is especially helpful when you reach the gate-keepers.

I politely say "sorry, I dialed the wrong number", but flag for call back after hours to reach owners who usually work late.

Exceptions are gate-keepers for high-level exec --- especially the larger organizations. These gate-keepers usually worthwhile.

C above I generally avoid--- more productive to work A and B.

Voice mail or leaving messages with gate-keepers I have found ineffective on first calls to new prospects.

Q: What goals are realistic for outreach qualifying calls?

A:  Forget phone prospecting for appointments.

Effective lead generation and list building are about qualifying prospects for future contacts.

You are calling to get information -- NOT to book an appointment!

That means finding out if  your prospect qualifies being added to the front end of your sales funnel.

Picture a crowded room.

Your goal: find the folks interested --- more or less --- in what you offer.

How to do it?  Ask for a show of hands.

There, that's the goal of your cold call ---

  1.  finding the right prospects

  2.  separating them from the crowd

  3. qualifying their interest level

My goodness --- now you have three goals!

The seller's comfort zone

George Clay

Some reps are great closers. They have just the right mix of soft sell with the hard sell to close the deal.

But what about the not so glamorous leg-work of finding customers? Emphasis on finding!

Here you may not agree with me when I tell you that just about every reps comfort zone is "selling" to buyers already into the buying process.

That's what we like to do!!

After all, reaching out to someone who may not even need you can be a bit daunting, to say the least.

Basic law of the jungle: real-world prospecting is hard work --- no way around it. But for any number of reasons this is something I take to quite naturally and is my cup of tea.

Not changing what you already do, just filling in the gaps where you probably can use some help getting your people in front of more buyers interested in hearing your story.

Yes, we're a long way from closing the sale and landing the deal. I'm not about doing deals and making the sale.

Simply setting the table for you or your best sales people to get in front more good quality prospects and from there help you build some good relationships so you can make a sale or two.

Recommended reading:

100 Best Business Development Books of All Time

Forbes: New Rules for Prospecting In The Age of The Customer

Also: Harvard Business Review reports on benefits of cold call lead development.

From Harvard Business School On-line:  This On-line learning course sounds interesting 

 

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Not glamorous but still a very effective direct marketing tool. Use your phone to market your business, build your prospect list & make more sales by reaching new markets in ways that are practical & easy to test. Old school? You bet. But it still works.

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