Chapter 2, "Who to talk to"

Hello , my name is Tom Kaufmann

This is chapter 2 in my audio seminars on the techniques of cold calling. In this chapter I will refer to scripts to that I use. Examples of these scripts may be found in another chapter.

In this chapter we will cover the fear of not knowing the right companies to call, and how to find out who the right person is to speak to. The first step in this audio is to get a list of the right companies to talk to.

This will require some homework. What you need to do is to find out which companies use your products or services. Fortunately, there are several sources you can go to to obtain a list of companies or potential prospects. You can look them up in the telephone directory or other commercial publications. One of the best sources is the Internet. You can literally come up with enough new companies to keep you busy for a long time.

By now you should have a list of possible new companies to contact, complete with phone numbers. So now you are wondering what to say and how to get to talk to the right person.

When you call you will probably get the receptionist, or an automated telephone attendant. I will cover the automated attendant later. The first words out of your mouth will set the posture for the call.Anytime you speak to a person for the first time, it is the first impression that counts. That will determine whether you get through to the right person or not. You have 10-15 sec to make your point. We call the receptionist a "gatekeeper". They either open the gate or close the gate for you to speak to the right person.

The key here is to have a prepared gatekeeper script. Refer to my script chapter for examples. Keep it short, tell them who you are, and why you are calling. The person who asks questions controls the conversation. Keep asking questions until you get the answers you want. Always be polite. Ask the receptionist for help. People always want to help-it makes them feel important.

Practice that script over and over. Do it in front of a mirror. Smile while you are talking. The person on the other end knows when you are smiling! Speak clearly. Do not hurry your script. Pause after a few phrases to allow the person to absorb your information.

Hopefully the receptionist has transferred you to the right person, Let's call him Mr.Smith. It is important at this time to ensure that he IS the right person. If he IS the right person then you have to develop what I call your decision-maker script You have again 10-15secs to get his attention and convince him to set up a time for an appointment. The only reason for your call to Mr.Smith is to get an appointment and not to sell him over the phone.

NEVER. NEVER sell over the phone…people rarely make buying decisions from a new company over the phone. They don't know who you are and they don't trust you. You need to establish a relationship with Mr.Smith first. You need to meet him so he gets to know you. He needs to see you that you care about him and his needs. He does not care how much you know until he knows how much you care. Keep your conversation on the phone to Mr. Smith brief. Get the appointment and then terminate the call as soon as you can, politely. Try to avoid answering product or service related questions on the phone. If you answer question # 1, I guaranty that you will be answering questions right up to question #100. Then there is no need for the meeting. From your answers, he will form an opinion on you and you're your company, and make a decision right there on the phone. Chances are it will not be in your favour. People buy on trust and relationships. People buy from you because they like you and trust you. The meeting establishes all that. Agree to a time for you to meet and then be there on time.

Remember, the objective is just to get the appointment, and not to sell. You sell on a face to face basis, never over the phone. Again practice, practice, practice. After a while you will become smooth and professional sounding. This will favourably impress your prospect. He will be more inclined to listen to you. This will give you confidence.

Good luck and happy selling.