Now that you´ve gotten to the right person and have introduced yourself properly; you´ll need to develop the need for your services. In other words, you´ll need to probe to determine the need. You can´t sell anyone anything without determining what their need is. This fact is true regardless of the industry. Most cold callers make the mistake of trying to cram info down the prospects throats until the eventually give in or hang up. This is part of the reason that cold calling gets such a bad name. Cold callers don´t listen because they´ve been trained to get the point across without understanding if there is an actual need for the service. This process can kill a campaign before it starts. My suggestion is to do exactly the opposite. Determine the need first and then give company info after you´ve determined that this is someone you want to do business with. Not everyone you speak with is someone that you want to do business with so it´s a good idea to make sure it´s a good fit. Here are some examples in probes:
(Try this after you´ve determined you´re speaking with the right person).
Are you handling your cold calling and business development in-house or do you vendor that out?
Will you be taking bids in the next 1-3 months? (You want to determine what kind of priority this project has and how soon you can get in to do a presentation)
Do you have a budget laid out for this project already?
Can you tell me about how much you´d like to spend?
Can you tell me how soon you´ll be starting the project?
Can you give me specific details about the projects?
If you notice, most of the questions are open ended allowing for more dialogue and fewer one word answers. The trick is that you want to get the prospect to acknowledge mentally as well as verbally that they are open to getting a quote from your firm. Keep in mind that you haven´t talked about your services as of yet. That comes in the next column, the close.
Next column: The close.