Understanding human psychology is a pivotal skill for becoming a highly successful sales manager. In the game of sales, the ability to extract information from your clients is paramount. The more you inquire and engage your prospects in conversation, the greater your chances of achieving success. Whether you are just starting your sales journey or looking to enhance your skills, mastering the art of extracting valuable information during a cold call can be a game-changer.
Here’s an example of a typical cold call from an inexperienced or unsuccessful salesperson:
- Hello.
- Good day, this is Matt from “SpaceY.” We’ve recently launched a new rocket that offers more cost-effective and faster goods delivery. I’d like to share more information with your company.
- We’re not interested.
- Your company doesn’t use space shuttles?
- No! Bye… click
This scenario depicts a poor cold call, and it can get even worse if the call starts on the wrong foot. The potential client may keep the conversation going, but they’ll still respond with a resounding “NO,” even if the salesperson asks the right questions. This is because the client has already mentally checked out.
Now, let’s examine an example of a cold call that yields three “YES” responses. Achieving this is straightforward, and it only requires spending at least 10 minutes researching the company you are targeting:
- Hello.
- Hi, is this Mr. Dickenson?
- Yes, it is. How can I help you?
- Please correct me if I’m wrong, but your company has a warehouse on the moon, correct?
- Yes, we do.
- Nice. And for logistics, I assume you’re utilizing “SpaceX” services?
- Yes, you are absolutely right.
- Logistics represent one of the largest costs for your company, right?
- Yes, especially now, with the increased fuel prices for space shuttles affecting our business.
- What if there’s a chance to reduce these costs? Would you be interested?…
As I mentioned at the outset, psychology is a complex field, but it’s crucial to recognize that the first few seconds of a cold call can be a decisive factor in success or failure. The more “YES” responses you secure early in the call, the more likely it is that your conversation will culminate successfully after a fruitful exchange. Remember, if you can obtain three consecutive “YES” responses, you can expect that your subsequent questions will elicit not only “NO” but also “YES” responses, paving the way for your journey to success.
Mastering the art of cold calls is essential in the world of sales. Extracting information effectively and building rapport from the outset can set the stage for a successful sales conversation. The key is to lead with questions that encourage positive responses and ultimately lead to a fruitful exchange of ideas