It is very important to be able to build interest while on a cold call if we want to improve results. Once we have heard the prospect share some details around any pain they are experiencing, we can begin to share with them some of the details that we have been withholding to lure in more of the prospect’s attention and create momentum.
To demonstrate how important building interest is, if use a sports analogy of fishing, at the point where we get the prospect talking about pain is where the hook is floating inside the mouth of the fish. But to be able to reel in the fish, we need to try to get the fish to bite down on the hook. If we do not, we could begin to end up reeling in too early and end up with an empty hook.
1. Connect Pain to Value
One of the best ways to create interest on a cold call is to connect any of the prospect’s pain with value that you have to offer. By sharing a way that you can decrease or eliminate their pain, you will likely get their attention and interest.
2. Deliver Silver Bullets
We can also build interest by firing some silver bullets at the prospect. Silver bullets are key points that are company facts, product characteristics, competitive advantages, ROI statics, etc.
In order to know what silver bullets to share, you can build a list of facts or details in your call script or call outline. Examples of silver bullets could be:
We have been in business for 30 years (company facts)
We are a local provider (company facts)
We have a full portfolio of solutions (product characteristics)
Our products have won awards for the past three years (product characteristics)
Our products are easier to get up and running and use (competitive advantages)
We have award winning service and support (competitive advantages)
We helped many companies in the chemical industry to decrease cost of goods sold by between 10 to 15% (ROI statics)
3. Tell a Story
To build interest on a cold call, you can also tell a story about another client that you have worked with. If you can tell a story of another company that had similar challenges and needs and then briefly explain how you help to drive positive improvements and share where the company ended up in terms of results, you can make large strides in terms of building interest.