As part of our #QuotaCrusher series on effective Cold Calling strategies, we hosted a webinar this week that took a hard look at turning Cold Calls into productive sales touch points. The webinar was hosted by industry analyst and consultant John Blossom, leading an expert panel that included Nancy Nardin, President of Smart Selling Tools, Craig Elias, Creator of Trigger Event Selling™, and James Rogers, our Chief Marketing Officer here at OneSource. You can listen to the full recording here, but we’ve recapped the main points below.
The discussion took a look at the three-fold process of successful sales – reaching the right people, with the right message, at the right time – and how this can specifically be applied to Cold Calling and initial outreach to a prospect.
Nancy Nardin started the conversation with a breakdown of what she calls her 215 principle – highlighting that in most cases only 2.8 hours a day are actually spent directly communicating with prospects and clients. Given the small window, Nardin stressed the importance of tools that allow sales professionals to be more productive and efficient with their time. She pointed out the key to success and profitability is not spending more time on cold calls, but wasting less time. Being informed before the call allows you to be more effective during the initial outreach; however, hours spent on research can take away from the allotted “sales” time during the work day. In summary, Nardin recommends investing in tools that can do the heavy lifting up front, providing quality data continuously on what matters to you and, more importantly, to your prospects.
Next up was Craig Elias who focused most on timing as a critical element of closing deals. The time he mentioned is not related to day, month or quarter, but to where the prospect is in the buyer’s journey. According to Elias, the most important time to reach a potential prospect is during the “Window of Dissatisfaction,” meaning the prospect is unhappy with the situation but currently has no time to address solving the problem. He explained that it is events that trigger this timing, not circumstances. Identifying the “want” event is the vital step in being part of the initial consideration stage where you have the ability to influence a purchasing decision. The “want” event signals that this is a priority for the potential buyer, but not high enough on the to-do list for them to take action. This means that they won’t be calling you directly for information, but they’ll welcome your call graciously. Key trigger events to be aware of and monitor to make appropriately timed calls include:
- A change in decision makers in the organization
- Big customer contract win
- Mergers & Acquisitions
- Competitor activity – new product, change in sales reps
Our CMO at OneSource, James Rogers, closed out the webinar with a recap of the elements to successful sales calling. In addition, he provided insight into what makes OneSource unique, underlining that the resources provided focus on quality sources and the triggers that make sales personnel better at what they do. OneSource’s iSell solution identifies who to call, when to call and what to say™ when you get them on the line. iSell provides the actionable insight needed to spend less time doing research and more time addressing the needs and wants of potential prospects that you know are waiting for your call.
If you have questions or additional tips to share, please leave them in the comment section below, or tweet using #QuotaCrusher #B2BU. Our webinar series will continue to bring you valuable tips and insights from industry experts. Check back here for updates on the next event and monitor #B2BU on Twitter for upcoming sessions and sales advice.