Do you set face-to-face appointments by phone? Then you’ve heard a thousand times how it’s a numbers game…you’ve got to keep at it…memorize your script…don’t say “How are you”…give them two appointment times…and so on.
It’s time you learned a new approach. This approach will earn you more appointments with fewer calls, and you will feel much less stress and tension.
In this post we’ll address making rapid-fire cold calls from a list of contacts you don’t already have a relationship with, or you have never met. These are cold calls in the truest, purest sense, which, by the way, I don’t condone. But if it’s out of your control for whatever reason, read on.
First, The Numbers
Most sales professionals setting appointments by phone should be able to make 25 “dials” every hour. So after four hours you’ll finish with 100 dials. My first-hand experience and working side-by-side with dozens of sales professionals in business-to-business selling tells me that, of those 100 dials, you’ll average 40 live contacts with decision-makers. And of those 40 live contacts, you’ll set appointments with seven of them. So the ratio is 100-40-7.
In other words, for every 100 phone calls you make, you’ll get nowhere with 93 of them (or not very far, at least), including 33 that you actually speak with live! That’s a lot of wasted time. And what about the impact that has on you? It doesn’t bother some sales professionals—but most despise this part of their job for this very reason.
What if you were to try something different?
Rethinking Your Script
Again, if you must make these pure cold calls, a two-call, permission-based system will work better for you. It cuts the number of calls you make and increases the number of appointments you win. Period. It works like this:
1. Call your list using your personalized version of this script:
“Hi, Jim? This is __________ with __________ . We help companies __________ (insert short benefit statement) while also __________ (second short benefit statement). Have you met with us in the last year? We’ve helped companies like __________ and __________ . I wanted to call to introduce myself and get permission to follow-up in a couple weeks to set an appointment. Would that be okay?”
Out of 100 calls and 40 contacts, believe it or not you will still average seven appointments! I’ll explain why in a bit. Now, for step two.
2. Call the remaining contacts that gave you “permission” within two weeks (and half will do so), with your personalized version of this script:
“Hi, Jim? This is __________ over at __________ . You mentioned a couple weeks ago that you’d be open to getting together for a brief meeting. Are you free this Thursday morning?”
Seasoned sales pros will think I’ve committed blasphemy here. They say, “You’re calling someone twice? And on the second call you’re not using the alternative choice close, so they have to choose one?” That’s right. That’s what I’m doing. I’m working with my contacts, not plowing through them. I’m communicating with them, not throwing an age-old script at them.
The Results
Now, for the results you’ll see. For every 100 dials you’ll still get just 40 contacts (we’ll address this in a follow-up), and believe it or not you’ll still get your seven appointments. So the approach at least holds its own. The reason is that your call is a powerful departure from the most popular methods taught by sales trainers out there (plenty of whom I hold in the highest regard). But the tactics have become “noise” to busy prospects answering their phones.
And here’s the kicker: you should average an additional seven appointments from those 15 follow-up calls you received permission to make. Seven out of 15. This worked for me in a standard, business-to-business sales environment.
The Reasoning
People are tired of hearing from sales representatives who use the same tactics regardless of their industry. Everyone blends into one boring, uninspired stereotype of the aggressive sales rep trying to push, push, push. This approach still requires persistence and assertiveness, but skillfully hands over more control to the customer or prospect.
With this method, you demonstrate through your approach and your words that you are a collaborator. You’re someone to be trusted. You are easy to work with. And we all want our clients and customers to feel that way about us, right?
Give this a shot and let me know how it works for you.
Now go sell something!
**UPDATE
A follow-up to this post has been added, titled, “Setting appointments, part 2.”
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This article basically gives another approach to getting the same results. Besides that, when I make calls, I get nowhere near 40 out of 100 people that answer, it is more around 5 people for every 100 I call. Anymore, you can’t even get ahold of secretaries, even they have voicemails.
Thanks for the comment, Nina. You’re right, it’s a much different approach. As I’m sure you’ve learned, sales is more art than science.
But actually sales people I’ve worked with have gotten better results. Read it over carefully, for every 100 companies we’ve called, we’ve gotten 15 appointments. Now, we did call 15 of them a second time, but that’s better than calling hundreds more to get the same number of appointments. And these are averages – it doesn’t play out every week of every year with every 100 block of contacts.
As far as your number of contacts per 100 dials, I’ve had 40 contacts out of 100 validated time and again by literally dozens of sales professionals in multiple industries in a B2B setting. By B2B, I mean calling on small to medium businesses’ owners and executives.
Some of the difference in the number of contacts reached comes from how well-qualified your calling list is. Your approach in getting to that person can affect it as well.
What matters most is to have success and not feel burned out by making so many calls. This approach is designed to help with the former and prevent the latter. The burn-out factor is a real one.
I partially agree with what yopu are saying, however I think the key thing you overlooked is it’s very much dependant who you are calling. If you are calling the CEO of corporates you would probably only make 15-30 calls in a day as you would have so much research to do before you pick the phone up. If you are just selling a standard product you your average IT Manager perhaps these ratios are about right. Although I would also say that in over 10 years in sales I’ve never known anyone who could consistently achieve 7 appointments out of 100 dial spins. Perhaps the market is different in the US to the UK?
Regs,
Steve
Steve,
Thanks for posting.
Agreed. 7 appointments from 100 dials is absolutely achievable. The bigger issue is how many contacts you make from those 100 dials.
And frankly, if you’re cold calling CEOs you’re going about things the wrong way, in my opinion. I’ve got multiple posts addressing that on my blog. Better to call people who know you or expect your call and arrange appointments from there.
But if you have to cold call, this way not only increases your credibility factor with unknown individuals, it really will increase your number of appointments.
Great list, very thought provoking. As one of the posts said, some of the recommendations and targets depend upon who you sell to. But overall, great job guys…I’ll link to it on my blog and comment on it.
What would be the take on this approach when calling on fortune 1000 companies and fortune 500 companies. I am sure there is a twist, but the question is what the twist is.
Good question Jay. This script has been successfully used when focused on managers and buyers, but not necessarily executives. It’s part 1 of the script that isn’t very effective when calling the highest level of big companies.
If you’re looking for resources on this, I’d say Jill Konrath’s program “Selling to Big Companies” is the best I’ve run across. It includes a segment on getting into big companies. Very worthwhile.
Tony Parinello has the VITO system with several related books that caught on a few years ago, and it’s VERY similar to Michael Boylan’s “The Power to Get In” from a years beyond that, but I prefer Jill’s.
Thanks Brandon. I have just recently switched to the enterprise market and I am sure Jill’s book will help. I will look into her book. If you happen to do a posting of strategies to the enterprise market, let me know. Thanks again.
Brandon, Mine is more a question. Do you know of any or where I can find credible standards publsihed for the number of “New” customer visits per week for a National Account or Strategic Account Manager calling on medium to large prospects? I have a client who is trying to set some key performance indicators on this specific activity. They are in the wharehouse outsourcing and logistics industry. Thanks