Cold Calling Lessons from Sandler Training

August 26th, 2010

You can’t win them all — at least, not when you’re prospecting. Not everyone you call on will need or want your product or service. Some will need what you have to offer, but not now. Others won’t know that they need what you’re selling, even though you’re certain that they do need you.
The reality is that you are likely to have more unsuccessful calls — calls ending with turn-downs and put-offs — than successful ones. But you can learn something from the unsuccessful calls that will contribute to a win down the road.
For instance, suppose you are receiving the same put-offs time and again — the pre-programmed responses prospects use to fend off salespeople who sell what you’re selling. After just a few such calls, you can prepare better by developing your own “preemptive strike.”
Suppose, for example that you sell employee benefits packages. Rather than start your conversation with a business owner with a request to review the current program, or with statements about the advantages your company can provide (both of which will probably lead to a put-off), you might try the following:

You: “If you are like most business owners, as soon as I mention employee benefits programs, you’re going to tell me, “We’re already working with someone” or “We’re covered.” “Would you be willing to put those on the shelf for two minutes while I explain why I called — and then decide if there’s a reason to talk further?”

By bringing up the put-off first, you diminish its impact and let the prospect know that it isn’t going to work with you — you’re not afraid of it. This approach distinguishes you from all the other salespeople who found themselves trying to “overcome” the put-off.

Commit to learning a lesson on every call and applying it to subsequent calls. They don’t have to be earth-shattering lessons. They should be something you could do more effectively … or something unproductive that you can avoid doing. The lessons learned, even from those “unsuccessful” calls, compound over time and lead you to big rewards.

Related Posts

• Coping with Sales Rejection
• Make Your Prospect Deal with Their Pain
• Sandler’s Behavior, Attitude & Techniques

Lushin has really turned my prospecting around. I’ve been more effective, waste less time on prospects with no potential and gain clear next steps, that didn’t happen prior to training. It’s also helped me secure more and better appointments.

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