Don’t Try to Find New Customers

An early model wall mounted telephone, in the ...

Salespeople who set a goal to find ten new customers this month are setting land mines and then stepping on them. Ten new customers is a result. Results can’t be controlled.

Instead set activity goals. Set a goal to send twenty-five emails to existing customers asking for referrals this month; go to two networking functions this month; send ten tweets to drive people to your website each week.

Then, use the Paradox of Cold Calling: instead of calling to find new customers, call to eliminate prospects. Get them off your list, get them out of your life – get them outta here. Don’t know about you, but I can get rejected 10, 20, 30, 40, or 50 times a day without breaking a sweat.

But the funny thing is…as I’m calling to eliminate prospects, I’m taking the exact activities it takes to find new customers.

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Why Should I Buy From You?

manandwomanworkingThat’s the thought going through the buyer’s mind, whether you’re making the presentation or closing the deal. He’s not asking why he should buy your service or product. He can buy that from anyone. He wants to know what you bring to the table.

You could have acquired that answer on your very first interview with the prospect and saved it to clinch the deal. An effective question for me to ask the client on the first appointment is, “Why am I  here?” The customer is so surprised by the straight-forwardness of the question that he’ll blurt out why he’s unhappy with his current vendor, service, or product and then proceed to tell me exactly what he’s looking for in both me and the service.

When we get to crunch time and he asks, “Why should I buy from you?” I repeat back his own words – the answer – he gave me the first day.

Waiting for the Interview

Waiting for the InterviewThree men you’ll be interviewing are in the waiting room. You get a peek of them through your office door. The man in the center…

  1. What does his posture tell you?
  2. What’s his attitude about the pending interview?
  3. What do you do?

Answers

  1. Known as the splaying position, he is seeking to dominate the environment. He’s trying to take as much territory away from the other two men as possible.
  2. Splaying at home shows comfort and it’s okay. But on a job interview, where serious matters will be discussed, it’s a sign of indifference and disrespect.
  3. You have to let him know he can’t disrespect you. You can do it by admonishing him to sit up. But even better, when you silently approach him and invade his territory, he will. If not? Interview over.

Mind If I Interrupt?

Mind If I InterruptThree minutes earlier the blond interrupted the conversation already in progress between the man and the woman.

  1. Should she remain or move on?
  2. The man is explaining why he made a particular decision. Is he being truthful?
  3. What does the brunet’s body language say?

 Answers

  1. The blond should leave. If the brunet would have turned her feet (to point towards you the viewer), the other woman would have been welcomed into the group. She didn’t so this is a private matter.
  2. With his palms exposed and by forcefully gesturing while making his point, he feels he’s telling the truth as he knows it.
  3. She’d rather not be involved in this conversation. Three indicators: her distance from the man, her lean away from him, and her hands protecting her torso. Her smile is simply a “cover” and the least reliable of the cluster of gestures.

When Do You Finally Give Up Calling On a Prospect?

frontConsider this:

  • 44% of salespeople stop calling on the prospect after one call.
  • 22% stop after the second call.
  • 14% after the third call.
  • 12% after the fourth call.
  • Thus, 92% of salespeople stop after four calls.

Combine that information with this:

  • 15% of the prospects can make a decision within 1-2 calls.
  • 15% within 2-3 calls.
  • 35% within 4-5 calls.
  • 35% within 5-7 calls.

Notice that 70% of the people you call on will not even make a decision until you get beyond that fourth call.  If there is a magic number, it would be five.

But as long as a prospect is using a service or product I sell, I never stop calling. The reason: things change. Decision makers come and go, money comes and goes, needs come and go, and competitors come and go.
                                               

This information is from my book, Cold Calling for Cowards: How to Turn the Fear of Rejection into Opportunities, Sales, and Money available in ebook or paperback