Introduction

1. Introduction Cold Calling for New Business

2. Six Essential Prospecting Outreach Formulas Six Essential Prospecting Outreach Formulas

3. Six Essential Prospecting Outreach Formulas Six Essential Prospecting Outreach Formulas 1. • Best Practice Approach 2. • Straight Results Approach 3. • New Idea Approach 4. • New and Different Approach 5. • First Step Approach 6. • Can You Help Me Approach

4. Six Essential Prospecting Outreach Formulas Six Essential Prospecting Outreach Formulas 1. • Best Practice Approach 2. • Straight Results Approach 3. 7. • New Idea Approach • Capabilities/Demonstration Approach 4. • New and Different Approach 5. • First Step Approach 6. • Can You Help Me Approach

5. What’s In It for Me (WIIFM) What’s In It for Me • My name is John Smith and I’m a strategy and change management consultant. • Do you need help building strategy or managing change? Let’s meet.

6. What’s In It for Me (WIIFM) 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. The results are eye opening, to say the least. on how manufacturing businesses in the Midwest —including your two major competitors— The reason I’m calling is my firm has recently conducted a major benchmark study are successfully working with their labor unions in the face of global outsourcing. While there are three practices that are working in general, a few practices fail almost every place we studied. My name is John Smith with Arc Strategy. We’ve never spoken before. • Do you need help building strategy or managing change? Let’s meet.

7. What’s In It for Me (WIIFM) What’s In It for Me The results are eye opening, to say the least. The prospect has to see value in the meeting itself

8. Six Value-Based Prospecting Approaches Six Value-Based Prospecting Approaches 1. Best practice approach 2. Straight results approach 3. New idea approach 4. New and different method approach 5. First step approach 6. Can you help me approach

9. Best Practice Approach Best Practice Approach 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… 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. I was looking at the 14th in the afternoon or the 15th in the morning to meet? But we focus on working with pharmaceutical companies to help run the most efficient clinical trials… I’m with Caprica City Technologies We’ve never spoken before, Sharon, this is Lee Adama. Name Organization Introduction—direct What we do Call to action Offer Aspiration or affliction

10. Straight Results Approach Straight Results Approach …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… I read in the Chronicle of Higher Education that you just joined Gemanon College as their new vice president of development. 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. We focus on working with college and university development organizations… Are you available next Tuesday or Wednesday in the morning to see how we might get those results for you? I’m with Pegasus Fundraising. Bill, I’m Helena Cain. Name Organization Introduction—trigger What we do Call to action Offer Aspiration or affliction

11. New Idea Approach 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. We’ve never spoken before, 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… But we focus on working with consumer packaged goods companies to help them Innovate… Are you available to discuss these ideas next Tuesday morning or Wednesday morning? I’m with Basestar Innovation. Saul, my name is Aaron Doral. Name Organization Introduction—direct What we do Call to action Offer Aspiration or affliction

12. New And Different Method Approach 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… 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. Your COO Jim Smith suggested that I give you a call. 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. Right now I am looking to discuss our approach next Tuesday morning or Wednesday morning—which works best for you? I’m with Picon Strategies. Karl, I’m Laura Roslin. Name Organization Introduction—referral What we do Call to action Offer Aspiration or affliction

13. First Step Approach First Step Approach 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… 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… Sam Anders in your Springfield office suggested I give you a call. As we’ve never met, I’d look forward to doing so by having you come to the event as my guest. Can I put you down as a yes for the event? I’m with C-Bucks Financial. Kara, this is Felix Gaeta. Name Organization Introduction—referral What we do Call to action Offer Aspiration or affliction

14. Can You Help Me Approach Can You Help Me Approach We have been able to increase new hire retention and success rates at companies in the banking industry by 25%. We’ve never spoken before, 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. But we focus on helping HR leaders hire the best candidates for leadership positions using our proprietary assessment instruments. Can you point me in the right direction? I’m with Colonial One. Callie, this is Tory Foster. Name Organization Introduction What we do Call to action Offer Aspiration or affliction

15. Use Pauses Use Pauses Before I let you go, though, can I ask you one question? [PAUSE] • People like to fill silence • Gives prospect a chance to ask you a question

16. Prospecting Success Power Boosters

17. Push Backs Push Backs 1. Best practice approach 2. Straight results approach 3. New idea approach 4. New and different method approach 5. First step approach 6. Can you help me approach Don’t retreat immediately

18. “I’m Not Interested” “I’m Not Interested”

19. “Now’s Not a Good Time” “Now’s Not a Good Time”

20. “We Already Have a Provider” “We Already Have a Provider” • Buyers Switch Providers We already work with another provider to do this, and they’re doing well. 48% of buyers are “very satisfied”

21. Response 1 Responding to Push Backs Oh I didn’t realize that. Here’s what we cover in the monthly meetings we have with clients. Good to hear. I’m curious, what do you think makes the relationship work so well? What topics do you cover in your monthly meetings with your current provider? I’m curious to know…

22. Response 2 Responding to Push Backs 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?

23. Response 3 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. 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. If nothing else, you’ll get a different perspective and we may even be able to find you some additional improvement.

24. Voicemail—To Leave or Not to Leave Responding to Push Backs

25. Overcoming Call Reluctance Overcoming Call Reluctance 33% 97% of salespeople with call reluctance got over it once they started actually making calls

26. Overcoming Call Reluctance Overcoming Call Reluctance Start calling!

27. Quick Check

28. Conclusion Conclusion • Cold Calling for New Business