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The Complete Idiot’s Guide to Cold Calling
Keith Rosen
| April 30, 2009
By Reg Nordman
I needed to research some sales tactics last week and re-discovered this book on my shelf. It was a treasure as the author - a sales top percentage seller as well as a clear writer - has put together a good simple workbook wrto leads and lead generation/prospecting. He gives useful and succinct advice which ties in closely with the research created by Rocket Builders on Precision Sales and Marketing. There are certain things every sales person needs to know before they pick up the telephone. For example:
If you sell - and want to do better - this is a good primary resource book.
The Complete Idiot’s Guide to Cold Calling
Keith Rosen
2004
ISBN 1592572278
I needed to research some sales tactics last week and re-discovered this book on my shelf. It was a treasure as the author - a sales top percentage seller as well as a clear writer - has put together a good simple workbook wrto leads and lead generation/prospecting. He gives useful and succinct advice which ties in closely with the research created by Rocket Builders on Precision Sales and Marketing. There are certain things every sales person needs to know before they pick up the telephone. For example:
- What must you know about this prospect in order to decide that they are a real customer for your product? (Brian Carrolls "a qualifed lead")
- Every salesperson should be able to fluently/truthfully present 5 compelling reasons to buy his/her product - (not compelling - more than different). These should survive the "so what" response.
- Prospects buy what the product does for them (the drill creates holes). What does yours do (iIn English)?
- Why should they care what you have to say - what is in it for them?
- How are you (and your product) going to help them (e.g. product manager, CEO CFO) become better at what they do?
- What is your key differentiator (what no one else/no other product can do)?
- Your no. 1 (and 2,3,4,5…) sales tools are stories from wildly satisfied customers – exactly like the target you are selling to! Is your tool box filled ?
- Prepare to prospect more leads from the prospect before you talk to them, even if they do not become "qualified".
- Gatekeepers are more often information warehouses than barriers. How are you doing with them? Do you know what their day is like?
If you sell - and want to do better - this is a good primary resource book.
The Complete Idiot’s Guide to Cold Calling
Keith Rosen
2004
ISBN 1592572278
