Know-How Exchange : Strategy

I think you're in for a challenge.

First, you're right that there are a million other people cold calling your prospects.

Second, there are a good number of people also promising that they can help improve the prospect's business. And most business owners feel (in many cases correctly so) that these "consultants" are not worth a dime.

There is no shortage of stories about smooth talkers coming in and getting a huge fee for an assessment and then dumping a five- or six-figure proposal for additional services, all designed to make the business "better."

Regrettably, the only one who makes any money here is the consultant and his company.

If you are going to be in this business and do it honestly, I'd hit that negative perception head-on and start by giving referrals of satisfied customers right from the start. Make it clear that you're not one of the smooth-talking scam artists.

First you need to know the 4 laws of appointment setting:

#1 Sell on your terms (Make them play by your rules)
- If you pitch on demand you'll quickly get prospects to disqualify you and not give that appointment you need in order to close. Instead tell them that you have a service that won't cost them a thing, but it will save them a fortune and that you're not in a place to go into more detail until you've had an opportunity to meet in person and learn more about their company.

#2 Be Unique
- Go to a small family restaurant around 2-3pm when their vendors come in and start selling to them. You'll notice that nearly every pitch is the same and the only difference is the product. People don't grant appointments to people who don't first intrigue them.

#3 Keep Control of the Sale
- Remember that the person asking the questions is in control of the sale. When you start answering questions as opposed to asking them your client will be more likely to lose interest and close your window of opportunity.

#4 Always be professional
-This one is simple, but important. Professionalism will attract clients to you just as quickly as a lack of professionalism will drive them away.

I hope this helps. I had a sales associate that couldn't get appointments set for anything. I walked her through these few steps and the next day she scheduled 8 appointments and only made 10 calls.

First, there aren't a million people cold calling them. I just read a survey that while 88% of companies expect sales people to cold call, only 3% actually do it. In fact, here is a link I wrote on it. https://EzineArticles.com/?id=1350929.

I make a more than livable income coaching people on cold call reluctance. And I'd be living under a bridge if I didn't cold call. So congrats on being one of the top 3%!

And the reality is, people go tone deaf when they hear "insurance" or anything like it. So you will have to make those calls-- a lot of them. And give them a compelling unique statement that makes them go "hmmm".

You are selling a process, but change that word to solution. People only change because of pain or pleasure. Sometimes you have to show them they are in pain-- so you can take them out of it. You can do this by saying "in speaking to co's like yours, I have found these 3 main issues. Give them the pain issues. And follow with "of those 3 which are on your mind or can you add to my list".

You have assumed he's in pain. And he will confirm it, or not. (so be ready with a pivot question if he doesn't). The assumptive close doesn't just work when you hand the client a proposal.

Take your most common objections and have spin or pivot questions. Follow your own advice and make your selling a process. You are on the right track by knowing to sell the appointment and only the appointment.

I can coach you through this if you give me an example of what you say to the suspect (he's not a prospect until you get the appointment). Also, what are the common objections? What has worked? And where do you feel stuck? Who have you targeted?

Sell Well and Prosper tm

Some great advice.... Let me pile just a little more on.

Rather than say I call on business owners, I would suggest you narrow the focus down just a bit. Think of the kinds of businesses and sizes of business. This way you stand a chance of 1) actually understanding a bit about what their business is really about and 2) you increase your chances for referalls when you say, "hey I'm the guy who specializes in xxxx".

Focus.

Focus your offering. As Inbox says, there are millions of other businesses out there pitching a similar tune. What makes your offer different/unique? That is your Unique Selling Proposition (USP) and what sets you apart from your competition.

Focus your message. If you can not clearly and succinctly explain your USP to a prospect, you're sunk. If being process driven vs. product driven is your USP, then why is that better? I know that is the crux of your question, but without any knowledge into your process, or your business I'm thinking, "Process over products huh? And why should I care?" Granted convincing me in the context of a Marketing forum is different than convincing a prospect during a sales call, but my point is, you didn't tell me why you're better than the rest.

I get a sense it's not the fact you offer a process vs. a product that is your USP (the steak), it's the process itself that's your USP (the sizzle). And as the old marketing adage goes, "Don't sell the steak, sell the sizzle."

Focus your target. You say "I know every single business owner in this country has things they need help with..." That may be true, but your are never, ever going to able to target every single business. Instead research and find businesses that are more inclined to your services, tailor your message and offering to meet their needs, and then go after them.

The bottom line is you'll never be everything to everybody, try and you will fail. What you want to be instead is exceptional to a select group - and that select group is your target audience.

Best of luck.

I believe you have received some incredibly good answers here. I would like to add just a pinch of ginger to the recipe.

People are conditioned to be SOLD products.

People want to BUY results. (Benefits)

When someone asks you what you do...or you get a decision maker on the phone...instead of saying "I sell a process that makes you more money." (Or whatever) How about saying something like "Have you ever gotten to the end of the year and wished that you could go back and instead of working to make money, you could simply, inexpensively, and successfully make your money work for you to explode the growth of your business?"

When they say yes...your reply is "That's what I do. Help people xxxxx xxxx xxxx"

I'm not a professional in your industry, but I hope the concept gets across. You would, of course, have to customize that to your personality, industry, product etc.

Hope this helps.

Get creative! Have personality! Stand out!


My very best,

Kris