Warm Calls Are Better Than Cold Calls
Warm Calls Beat Cold Calls Any Day
Warm Calls Beat Cold Calls Any Day
Gerry Robert is the author of 5 bestselling books includingThe Millionaire Mindset.You can get his 4 NEW videos for FREE. Each one is jam-packed with tactics that will teach you how anyone can become an INSTANT AUTHORITY anduse that to boost income, sales and profit. (Limited Time Only!) www.instantauthoritytoday.com
Jeffrey Gitomer, President of USA-based Business Marketing Services, (email: GitSales@aol.com) gives seminars and training programs on a variety of sales related topics drawing from 22 years of hands-on selling, sales training and marketing consulting. His book The Sales Bible is read worldwide in 7 languages. "Why make cold calls when it's so much easier to make warm ones." Gitomer recently asked. How? That's a question everyone in sales wants to know. "By using the customers and other contacts you already have to help you get in front of new ones - by developing strategic
referral alliances to get warm prospect names, and using the perfect approach for turning those referrals into hot prospects."
Developing Strategic Referral Alliances
WOW! Are you willing to refer your clients or customers to someone else? Is someone else willing to refer their clients or customers to you? Yes, if there is mutual trust. Gitomer suggests the following prerequisites:
You consider yourself the best at what you do.
You do a memorable job in making the sale.
You do a perfect job of delivering what you promised.
You provide impeccable service after the sale.
What are some benefits of alliances - how are alliances used? Gitomer continues:
1. For credibility - To give your company more credibility you might align yourself with the Chamber of Commerce, partner or joint venture with a big firm, or donate part of the proceeds to a charitable organization in exchange for using their name with your promotion.
2.To boost sales, make an impression, or get an audience - Align with a business that will deliver a gift of what they do at a reduced cost in exchange for the opportunity to make a sales call on your prospect or customer. It looks like you're the hero, and your ally gets a valuable lead. Look for companies who sell office plants, flowers, ad specialties, tickets, gift baskets, a printer, or a book store.
3.To get to the decision makers - Look to align yourself with someone already doing business with your targets. These are your best prospects for an alliance
4.To get leads faster - Look at what steps it takes to get to your sale. Talk to people who sell your prospect before your sale is possible. Excellent candidates are contractors, equipment sellers, movers, or supply companies. Select vendors who are needed by the prospect before your products or services are needed.
5.To generate new prospects - Build your business network by joining leads clubs, business clubs, and professional associations.
6.To build business with existing customers and expand within that industry - Join their trade association or the Chamber of Commerce.
Types Of Alliances To Look For And Develop
"Complementing business direct exchange" alliance.
A building contractor exchanges with a telephone equipment sales and installation firm.
A lawyer exchanges with an accountant.
A commercial real estate broker exchanges with an office furniture supplier.
A patent and trademark attorney exchanges with a marketing consultant.
A graphic designer exchanges with a printer.
"Third party" alliance
A business friend who sees a need in his customer for your product or service and refers you to call them . . . or for them to call you.
"Same type of business" alliance
Different types of medicine.
Different types of consulting.
Different types of employment agencies (specific job skills, permanent placement and temporary help). Example - If your business is installing office furniture, strategically you would align with commercial real estate brokers, movers, construction companies, office furniture dealers.
"Customers' type of business" alliance
Join the trade associations of your three biggest customers.
Making Strategic alliances Pay
This is all very well but it doesn't just happen all by itself. You must establish (earn) mutual trust with everyone. You must make a strategic plan.
You must be proactive in contacting and forming your alliances. You must be willing to give first - and give without measuring or keeping score.
You must allow time for these alliances to mature.
You must be exceptional at what you do and how you do it. When you get a referral, someone is putting their own reputation on the line. They're saying, "I trust you enough to let you get involved with people who affect my career, my reputation and my livelihood." It's a big responsibility.
One particular thing Gitomer said really stuck out for me, "Don't ask for referrals," he suggests, "Earn them!" This moves people beyond the "commercial" aspect of selling and raises it to "relational."
Got A Referral? Here's The Perfect Approach
So, now you've gotten it. The most coveted prize in selling besides a sale. A referral. How do you approach this person? How do you maximize the selling power of this referral? Here are Gitomer's Eight rules to ensure your success.
Rule One - Go slow - Timing is everything. Don't appear to be too anxious to get the sale (money). Proper set-up will breed a long term relationship (more money) instead of just a sale.
Rule Two - Arrange a three way meeting - Setting the stage for the first meeting/communication can be make it or break it. All three people together sets a perfect stage. Here are the preferred methods of a first meeting with a referral and customer in order of preference (and effectiveness).
Arranging to meet at a social event (theater, ball game).
Arranging a meal together (breakfast and lunch are more business, dinner is more open-ended and casual).
Arranging to meet at a networking event.
Getting a personal (in person) introduction.
If those methods are not possible or practical, try these:
Getting a phone call to the referral from your customer telling of your impending call.
Getting a letter of introduction.
According to Gitomer, these methods provide the best chance for your customer to sing your praise in front of the referral.
One third-party endorsement is more powerful than one hundred presentations.
Rule Three - You don't have to sell at the first meeting if your customer is with you - In fact the less selling you do, the more credible you will appear. You only have to establish rapport.
Rule Four - Arrange a second, private meeting where you can get down to business.
Rule Five - Don't send too much information in the mail - The mail, like the phone, is not where a sale is made. It's just a sales tool. Send just enough to inform and create interest.
Rule Six - Write a personal note to the referral within 24 hours - Brief but positive. Don't slobber all over the note with thanks, and thanks again. Just tell him or her it was nice to get acquainted and you're looking forward to the next meeting.
Rule Seven - Write your customer a note of thanks - Include a gift if the sale will be of some significance (a quality ad specialty - something with your logo printed on it, or two tickets to a ball game). Your thanks and gift will encourage the customer to get you another referral.
Rule Eight - Deliver! Failure to follow up and deliver as promised makes you and your customer look bad to the prospect. Failure to deliver also eliminates any chance of another referral. This rule is the most important of them all, it is a breeding ground for your reputation.
What kind of reputation have you got?
One final "real world" note. The least preferred or productive way to use a referral, but the way it seems to happen most often, is a stone cold call (or letter) to a name, address and number given to you by a customer or friend. Be creative. Make it a meaningful and personal connection. Get some information about the referral and his company before the first contact is made. Don't fall into the trap of calling or writing and saying, "I was given your name by . . . " That sounds horrible.
Say instead:
"Hi, my name is Jeffrey, my company is Business Marketing Services and
you don't know me from a sack of potatoes. I've been doing business with (name of customer) for some time now, and she thought I might be able to help you in the same way I've helped her. I just wanted to touch base, introduce myself and get your address to send you some information I think you'll find to be of interest."
The next thing, according to Gitomer, is to now say something to establish personal rapport from the information you were given by your customer. Try to get the referral to laugh. Then say:
"I'll call you back in a few days, and maybe we can talk over lunch. Thanks for your time."
Don't be too windy. You're not going to make the sale on the phone. Say just enough to create interest and arrange an in-person meeting.
When you get a referral, treat it like gold. One third party endorsement is worth a hundred presentations, if you do it right.
Gerry Robert is the author of 5 bestselling books includingThe Millionaire Mindset.You can get his 4 NEW videos for FREE. Each one is jam-packed with tactics that will teach you how anyone can become an INSTANT AUTHORITY anduse that to boost income, sales and profit. (Limited Time Only!) www.instantauthoritytoday.com
Warm Calls Are Better Than Cold Calls
By: DS Curry
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