Once we have uncovered any pain that the prospect is experiencing on a cold call, we need to try to build interest. This is where will we begin to take all of the stuff that we have been listening to and begin to share with them some of the details that we have been withholding to lure in more of the prospect’s attention and create momentum.
To use an sporting analogy, if we were fishing, at the point where we get the prospect talking about pain is where the hook is inside the mouth of the fish. But before we begin to try to reel in the fish, we want to try to get the fish to bite down on the hook. If we do not, we could begin to reel in before we really have anything on the hook.
Connect Pain to Value
One of the most powerful ways to build interest is to connect any of the prospect’s pain with value that you have to offer. Essentially sharing with them a way that you can decrease or eliminate their pain. If you are able to successfully do this, closing for a first conversation should be fairly straightforward and easy.
Deliver Silver Bullets
Another way to try to create interest is to fire some silver bullets at the prospect. These are key points that are company facts, product characteristics, competitive advantages, ROI statics, etc.
A good way to handle this is to have list of silver bullet type of facts or details in your call script or call outline. Then when you get to the point in the call where you want to try to trigger interest, you fire a few of the points off at the prospect.
Examples of silver bullets could be:
We have been in business for 30 years (company facts)
We are a local provider (company facts)
We have a full portfolio of solutions (product characteristics)
Our products have won awards for the past three years (product characteristics)
Our products are easier to get up and running and use (competitive advantages)
We have award winning service and support (competitive advantages)
We helped many companies in the chemical industry to decrease cost of goods sold by between 10 to 15% (ROI statics)
An important detail on using silver bullets to build interest is to not read through them like it is a list features on a brochure. Have the list in front of you and pick a couple that you feel might resonate well with the prospect based on what they have shared so far. If the conversation up until that point has not uncovered enough information to where you know what points fit best, just share the three that you think are most attention getting.
Tell a Story
One very effective way to build interest on a cold call is to tell a story about another client that you have worked with. If you can paint a picture in the prospect’s mind by telling a story of another company that had similar challenges and needs and then briefly explain how you help to drive positive improvements and share where the company ended up in terms of results, you can make large strides in terms of building interest.
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Launch Pad Solutions help sales pros to figure out how to build interest through cold call training.
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