THREE CORNERSTONES FOR COLD CALLING

So, what is messaging? Is it the same thing as value proposition? Quite simply, messaging is the package that contains the offer. It is the pitch, the 30-second elevator speech. It is the amalgam of words, phrases, and other things, like cadence and tone of voice, that makes delivery possible. Messaging is, without question, a salesperson’s best friend. This is because even the most forward-facing value proposition, alone, won’t make a prospect listen. Everything must be laid out properly in order for that to happen.

Yet, here is where the mistake is often made in cold call sales. The erroneous belief that a solid, well-structured value proposition is all you need to secure meetings with prospects. Although it is a crucial factor for a salesperson’s success on the phone, it is not enough, which is why the salespeople that simply stick to the script fail to achieve optimal results. This is because messaging is organic by nature. It starts one way and evolves to some degree, that is, if its creator listens, measures, and adapts. And a salesperson must always do so in delivering their value proposition.

For example, we start a cold call campaign with market data in hand. We know that some of our prospects will accept our offer and meet with us, but we are not precognizant and we cannot know the exact number. We assemble our value proposition, using hypotheses built from our market data and personal experience. Which words resonate? Which statements accurately and succinctly convey key points? In the beginning, there is no way to precisely answer these questions, so we must communicate, listen, and assess.

Let’s examine 3 key areas of messaging, now that we share the same understanding. These are the things that we must assess and adjust as our call campaigns progress, in order to reach the most prospects possible.

I. Brevity

Cold call prospects do not invite our solicitations. They are busy and short on time, just like us. Understandably and inevitably, they harbor a “get to the point” attitude and share it with us. Remember these things and draft a very short message, in order to get key points across before the prospects stop listening. Personally, I have been successful using a 5 sentence system.

Here is what its structure looks like:
 
1. Greeting (name, company name)
2. Definition (company type, nature of work)
3. Value Proposition (special offer to the prospect)
4. Reward (benefit to the prospect)
5. Request (meeting request)

Example:

“Hi, this is Mark Fortune with the Wellesley Hills Group. My company is a sales and marketing firm that specializes in cold call lead generation. I’d like to share the results from our last case study, on the matter, plus a few tactics for you to try. This information will help you to further expand your sales reach and grow your pipeline. Do you have time next Monday at 9:00 AM to briefly review this material with me?”

II. Wordsmithing

It is absolutely critical to use the right words and phrases when the stakes are high and time is scarce. Start by identifying and avoiding buzzwords at all costs. Buzzwords scream “typical” and that is something that you and your offer are not. Continue by using unusual, but modest words that sound natural coming from you. This will make your message sound interesting and it will telegraph your thoughtfulness and seriousness. Finally, deliver phrases that correspond with the steps in your message structure. This will make your call seem less sales-oriented and make the prospect comfortable in speaking with you.

Examples:

Mindshare: this word gets used all of the time in some industries, but others hardly know that it exists. Replace the word “attention” with it and see if anyone comments. One of my prospects, in the insurance industry, liked it so much that he engaged in conversation and ultimately agreed to meet with me.

Presentation: this word is underused. In many cases, it is replaced with combinations like “process review” and “practice review”. Stick with it, because it is brutally honest and unpretentious; a word that lets the value proposition shine.

Strategy Firm: a strategy firm is no different than a consulting firm. However, prospects view each one differently, because the words “consulting firm” have been used forever. “Strategy Firm” piques interest, minimizes assumptions, and says what is delivered.

III. Clarity

A tight message is like a flip of a coin. Prospects accept or decline it, just like heads or tails comes up. Why? It is delivered quickly, clearly, and pointedly, in the same manner as a “yes” or “no” question. The best approach, therefore, is a slightly ambiguous message, despite conveying a value proposition and some benefits in big picture terms. Remember, trust is missing in every cold call. By engaging prospects in conversation, where they can ask questions and receive answers, they start to develop a feeling of trust. This gives you the opportunity to add flavor and to make your offer more attractive. This also makes it possible for you to separate serious and not-so-serious prospects, right from the start.

Example:

Let’s revisit the previous message in this article. It says, “The meeting is about cold call sales trends and tactics that drive sales.” It is straight-forward and understandable, yet it begs a few questions, because everyone wants more sales. What are some of the trends? What are some of the things that other firms do that we haven’t considered? What will the results be, if we do everything right? Now, imagine a similar message, which says “The meeting is about cold call sales trends and tactics for growing your business by 5%.” The quantifying point will be interpreted wildly by the prospect pool. Some folks will think that it’s great. Others will think that it’s insufficient. In these 2 groups, we see “yes” and “no” responses poised for delivery.

In summary, communication is the name of the game. We dissect messaging, in particular, because a short, well worded, and understandable message is the backbone of cold call sales. We use the same message, time and time again, because it is built properly and poised to resonate with most of our prospects. However, in delivering the message, we must remain cognizant of the fact that no two prospects are alike, and that anything could happen when we pick-up the phone and make an offer. Thus, to be successful, we must also constantly listen, assess, and make adjustments to the message when necessary. I don’t believe for a second that the alien craft stuck to its original message, while Captain Kirk and company searched for its audience. Some parts of the movie are a mystery, but it is pretty clear to me that the message was tested and rebuilt, until it resonated and garnered the response that was desired.