Getting Attention in 15 Seconds or Less: How to Turn Any Cold Call into a Warm One

Getting Attention in 15 Seconds or Less:

How to Turn Any Cold Call into a Warm One

Featuring Jeff Hoffman, Devon McDonald, and CeCe Bazar

@mjhoffman @DevMcDee @howbazar #warmcalling

2 | www.labs.openviewpartners.com

Agenda

•The Importance of Cold Calling

•The Truth about Cold Calling

• Why traditional techniques don’t work

•How to get attention in 15 seconds

•Strategic problem solving

•Q&A #warmcalling


The Importance of Picking Up the Phone

•Calling leads and prospects is still

relevant

•People still pick up the phone

•However the days of just “checking in”

are long gone

#warmcalling


The Truth about Cold Calling

•The meaning of AIDA

•The ultra-competitive in-Box

•The metrics

#warmcalling


S&MM’s study of the relationship between cold call “touches” and closed deals…

48% reps averaged 1 touch per lead13% reps averaged 2 touches per lead 7% reps averaged 3 touches per lead 3% reps averaged 4 touches per lead

80% of sales take a minimum of 5 cold calls.

- S&MM Magazine Survey#warmcalling


How can we overcome these challenges?

#warmcalling


Getting Attention is 15 Seconds

•Calling the C-Suite

•Leveraging the Gatekeeper

•The “Why You? Why You Now?”™ Approach


Calling the C-Suite

•Why Cold Call at the Executive-level?

– Best source for research

– Establishes internal credibility quickly

– Source of better referrals

– Competitor-proofs the Account

– Not easily intimidated by the sales process

– Better investment in your career

– Less popular

– Lands in front of a live audience


Calling the C-Suite

•Accountants, lawyers, bankers•Airport lounges•Annual reports, SEC filings•Book endorsements•Business Directories/Who’s Who•Chambers of Commerce•Charitable Organizations•Civic Organizations•College Alumni Orgs•Competitors websites•Current customers•Current partners•Current/former coworkers•Former customers•Fraternal Orgs•Friends/family

•Local/National news•eNetworking (LinkedIn, twitter,...)•Other sales reps•Professional Orgs•Prospects•Public filings•Radio/TV interviews•Seminars•Speeches and inteviews•Subscription lead generators•Trade magazines•Trade orgs•Trade shows•VCs•Want-ads/job boards•WWW

#warmcalling


Leveraging the Gatekeeper

•Identify the type of gatekeeper

•“We’ve never met..”

•Engage them directly


Why You? Why You Now?

1. Start with the “WHY YOU?”• A specific reference to the person (or company.)• Relates back to a “sales trigger.”

2. Next, introduce the “WHY YOU NOW?”• Relates back to a “sales trigger.”• Must be shorter than the “Why You?”

3. Finish with an (Open-ended) Close• Something you WANT• Easy to deliver and “outbox”

#warmcalling


Why You? Why You Now?

From: M. Jeffrey HoffmanSent: Sun 22-Oct-09 8:17 AMTo: Bx, MichaelSubject: Your cover story in SMM

Hello Michael,

I just got off the phone with Barbara after she shared your interview with me in this months issue of SMM. I found your recent sales shift to "discipline, structure, and focus” intriguing.

Many technology companies rely on our approach to sales training due to the very same principles.

Who do you recommend that I contact at EDS to introduce our training programs?

Best regards,Jeff HoffmanMJ Hoffman and Associates, LLC.617-371-2905

From: Bx, MichaelSent: Sunday, October 22, 2009 9:33 AMTo: Jeff HoffmanCc: Lx, Margaret ASubject: FW: Your cover story in SMM

Jeff Thank you for the email - Margaret runs this area and I have copied her on this email so you can connect.

Regards,Michael

#warmcalling


Strategic Problem Solving

#warmcalling


QUESTIONS?Ask away…

#warmcalling


THANK YOUConnect with Jeff:

http://www.mjhoffman.com/

@mjhoffman & @YourSalesMBA

Make sure to keep your eyes peeled for our next webinar on

Structuring SaaS Sales Comp for your team

Thanks for joining us today! Happy Prospecting!

#warmcalling

