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RAIN Selling Cold Calling for New Business

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Introduction. Cold Calling for New Business. Six Essential Prospecting Outreach Formulas. Six Essential Prospecting Outreach Formulas. Six Essential Prospecting Outreach Formulas. Six Essential Prospecting Outreach Formulas. 1. Best Practice Approach. 2. Straight Results Approach. 3. - PowerPoint PPT Presentation

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Page 1: Introduction

RAIN Selling

Cold Calling forNew Business

Page 2: Introduction

Six Essential Prospecting Outreach Formulas

Page 3: Introduction

Best Practice Approach1.

Straight Results Approach2.

New Idea Approach3.

New and Different Approach4.

First Step Approach5.

Can You Help Me Approach6.

Six Essential Prospecting Outreach Formulas

Page 4: Introduction

Capabilities/Demonstration Approach7.

Six Essential Prospecting Outreach Formulas

Page 5: Introduction

My name is John Smith and I’m a strategy and change management

consultant.

What’s In It for Me

Page 6: Introduction

What’s In It for Me

Do you need help building strategy or managing change? Let’s meet.

Page 7: Introduction

What’s In It for Me

My name is John Smith with Arc Strategy. We’ve

never spoken before.

Page 8: Introduction

What’s In It for Me

The reason I’m calling is my firm has recently

conducted a major benchmark study

Page 9: Introduction

What’s In It for Me

on how manufacturing businesses in the Midwest —including your two major

competitors—

Page 10: Introduction

What’s In It for Me

are successfully working with their labor unions in

the face of global outsourcing.

Page 11: Introduction

What’s In It for Me

While there are three practices that are working in general, a few practices fail almost every place we

studied.

Page 12: Introduction

What’s In It for Me

As a way of introducing ourselves, I’d be happy to

come by and take you through what we’ve found.

Page 13: Introduction

The results are eye opening, to say the least.

What’s In It for Me

The prospect has to see value in the meeting itself

Page 14: Introduction

Six Value-Based Prospecting Approaches

1. Best practice approach

2. Straight results approach

3. New idea approach4. New and different method approach5. First step approach

6. Can you help me approach

Page 15: Introduction

Best Practice Approach

Name

Sharon, this is Lee Adama.

Page 16: Introduction

Best Practice Approach

Organization

I’m with Caprica City Technologies

Page 17: Introduction

Best Practice Approach

Introduction—direct

We’ve never spoken before,

Page 18: Introduction

Best Practice Approach

What we do

But we focus on working with pharmaceutical companies to help run the

most efficient clinical trials…

Page 19: Introduction

Best Practice Approach

Aspiration or affliction

The reason I’m calling is we’ve just completed a major benchmark research study to identify the key drivers of cost reduction and speed improvement in clinical trials, and at the same time, maintain high quality standards…

Page 20: Introduction

Best Practice Approach

Offer

I’ll be in southern New Jersey on June 14 and 15 at a client site. As a way of

introducing Caprica, I’d be happy to come by and take a few minutes to share with

you the research results. I think you’ll find them pretty eye opening.

Page 21: Introduction

Call to action

I was looking at the 14th in the afternoon or the 15th in the morning to meet?

Best Practice Approach

Page 22: Introduction

Straight Results Approach

Name

Bill, I’m Helena Cain.

Page 23: Introduction

Straight Results Approach

Organization

I’m with Pegasus Fundraising.

Page 24: Introduction

Straight Results Approach

Introduction—trigger

I read in the Chronicle of Higher Education that you just joined Gemanon College as

their new vice president of development.

Page 25: Introduction

Straight Results Approach

What we do

We focus on working with college and university development organizations…

Page 26: Introduction

Straight Results Approach

Aspiration or affliction

…to help them increase their fundraising results by an average of 15% per campaign.

We recently completed successful campaigns with state university and the

College of Astral Queen…

Page 27: Introduction

Straight Results Approach

Offer

I saw in your alumni magazine that your fundraising goal for this coming year is

about $40 million…a 15% increase would be $6 million more.

Page 28: Introduction

Straight Results Approach

Call to action

Are you available next Tuesday or Wednesday in the morning to see how we

might get those results for you?

Page 29: Introduction

New Idea Approach

Name

Saul, my name is Aaron Doral.

Page 30: Introduction

New Idea Approach

Organization

I’m with Basestar Innovation.

Page 31: Introduction

New Idea Approach

Introduction—direct

We’ve never spoken before,

Page 32: Introduction

New Idea Approach

But we focus on working with consumer packaged goods companies to help them

Innovate…

What we do

Page 33: Introduction

New Idea Approach

The reason I’m calling is I was just on your website and saw a note in a press release that you were looking for any and all ideas on how you can leverage open innovation…

Aspiration or affliction

Page 34: Introduction

New Idea Approach

Open innovation is what we do, and, given your strategy to lead in dental products, we

have three ideas that we think you might find intriguing. Perhaps these three ideas

could spark some interesting conversation.

Offer

Page 35: Introduction

Are you available to discuss these ideas next Tuesday morning or Wednesday

morning?

Call to action

New Idea Approach

Page 36: Introduction

New And Different Method Approach

Name

Karl, I’m Laura Roslin.

Page 37: Introduction

New And Different Method Approach

Organization

I’m with Picon Strategies.

Page 38: Introduction

New And Different Method Approach

Introduction—referral

Your COO Jim Smith suggested that I give you a call.

Page 39: Introduction

New And Different Method Approach

We work with technology companies to help them get their salespeople up to

speed as experts in their fields and selling full tilt very quickly after they are hired.

What we do

Page 40: Introduction

New And Different Method Approach

The reason I’m calling is that we’ve been working with companies such as Centurion &

Viper Systems to help them reduce their ramp-up times for new sales reps by 50%, while at

the same time decreasing new rep turnover by 15% in a breakthrough new way…

Aspiration or affliction

Page 41: Introduction

New And Different Method Approach

How we’ve solved the problem is pretty different than, I’m guessing, anything

you’ve seen. But we won’t know that until we share it with you.

Offer

Page 42: Introduction

Right now I am looking to discuss our approach next Tuesday morning or

Wednesday morning—which works best for you?

Call to action

New And Different Method Approach

Page 43: Introduction

First Step Approach

Name

Kara, this is Felix Gaeta.

Page 44: Introduction

First Step Approach

Organization

I’m with C-Bucks Financial.

Page 45: Introduction

First Step Approach

Introduction—referral

Sam Anders in your Springfield office suggested I give you a call.

Page 46: Introduction

First Step Approach

What we do

For the past 12 years we’ve focused on helping owners of family businesses in the $10 million to $50 million range transfer

ownership of their firms and realize a liquidity event when they want one…

Page 47: Introduction

First Step Approach

Aspiration or affliction

The reason I’m calling is we are having a private, CEO only dinner and speaker event at the Copley Plaza in downtown Boston where

CEOs will have a chance to talk with each other and enjoy our speaker, the dean of

Triton University Business School…

Page 48: Introduction

First Step Approach

Offer

As we’ve never met, I’d look forward to doing so by having you come to the event

as my guest.

Page 49: Introduction

First Step Approach

Call to action

Can I put you down as a yes for the event?

Page 50: Introduction

Can You Help Me Approach

Name

Callie, this is Tory Foster.

Page 51: Introduction

Can You Help Me Approach

Organization

I’m with Colonial One.

Page 52: Introduction

Can You Help Me Approach

Introduction

We’ve never spoken before,

Page 53: Introduction

Can You Help Me Approach

What we do

But we focus on helping HR leaders hire the best candidates for leadership positions

using our proprietary assessment instruments.

Page 54: Introduction

Can You Help Me Approach

Aspiration or affliction

We have been able to increase new hire retention and success rates at companies in

the banking industry by 25%.

Page 55: Introduction

Can You Help Me Approach

Offer

I’m calling to see if you might be interested in engaging a discussion about how we

achieve these results, but I don’t know who at your company would be the right person

to talk to.

Page 56: Introduction

Call to action

Can you point me in the right direction?

Can You Help Me Approach

Page 57: Introduction

[PAUSE]

o People like to fill silence

o Gives prospect a chance to ask you a question

Before I let you go, though, can I ask you one question?

Use Pauses

Page 58: Introduction
Page 59: Introduction
Page 60: Introduction
Page 61: Introduction
Page 62: Introduction
Page 63: Introduction
Page 64: Introduction
Page 65: Introduction

Push Backs

1. Best practice approach

2. Straight results approach

3. New idea approach4. New and different method approach5. First step approach

6. Can you help me approach

Don’t retreat immediately

Page 66: Introduction

“I’m Not Interested”

Page 67: Introduction

“Now’s Not a Good Time”

Page 68: Introduction

“We Already Have a Provider”

We already work with another provider to do this,

and they’re doing well.

Page 69: Introduction

Buyers Switch Providers

“We Already Have a Provider”

Page 70: Introduction

Buyers Switch Providers

“We Already Have a Provider”

48% of buyers are “very satisfied”

Page 71: Introduction

Responding to Push Backs

Good to hear. I’m curious, what do you think makes the

relationship work so well?

Page 72: Introduction

Responding to Push Backs

I’m curious to know…

Page 73: Introduction

Responding to Push Backs

What topics do you cover in your monthly meetings with

your current provider?

Page 74: Introduction

Oh I didn’t realize that. Here’s what we cover in the monthly meetings we have with clients.

Responding to Push Backs

Page 75: Introduction

It sounds like things are pretty good. But you didn’t say they were doing an amazing job. What would it look like if a

company was doing an amazing job by your standards?

Responding to Push Backs

Page 76: Introduction

Responding to Push Backs

Glad to hear that things are going well. While I am not too familiar with their process, I do know it’s always worthwhile to

have a second set of eyes to look things over.

Page 77: Introduction

Responding to Push Backs

The next time you have something like this, I’d be happy to give it a quick review to see if we’d approach it any differently.

Page 78: Introduction

If nothing else, you’ll get a different perspective and we may

even be able to find you some additional improvement.

Responding to Push Backs

Page 79: Introduction

Responding to Push Backs

Page 80: Introduction

33%

Overcoming Call Reluctance

97% of salespeople with call reluctance got over itonce they started actually making calls

Page 81: Introduction

Overcoming Call Reluctance

Start calling!

Page 82: Introduction
Page 83: Introduction
Page 84: Introduction
Page 85: Introduction

Conclusion

Cold Calling for New Business


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