Introductory Cold Calls “I just want to be an engineer”

Who’s the expert?

What’s a Cold Call? Its making contact without knowing the person that you are calling.

Why do most of us hate to make them? Because we do not know the person we are calling!

Its all about fear

You’re not alone Fear of failing Fear of being judged Fear of emotional pain Fear of embarrassment Fear of rejection

It doesn’t have to be that way

What’s the worst thing that could happen? It’s not personal, it’s business Replace negative "what-ifs" with positive "what-ifs“ Do not expect immediate and overwhelming results Termination Notice Reason: Ineffective Cold Calls

Why make cold calls? In reality, we should only be using cold calls to set up contact We are not going it to land a project after spending 3 minutes on the phone We are just starting a relationship or getting background information

Why make cold calls by phone? If you just drop in on someone you have never met, its normally considered rude If you introduce yourself by letter, your letter may never be read The middle ground is to call them to set up an appointment

Elements of a Cold Call Get the person's attention -- say their name – “Remember that a person’s name is to that person the sweetest and most important sound in any language” Identify yourself and the company Give the reason for your call -- the objective of the call is to get an appointment

Suggestions for Effective Initial Calls Know why you are calling and be prepared to discuss the reasons clearly and concisely You do not need to have all the answers - just enough to start a conversation Be prepared to give brief answers as to why we are interested in working for them

Suggestions for Effective Initial Calls Knowledge reduces or eliminates fear Know as much as possible about the firm and person you are calling. Google them! Prospects are more receptive when they recognize that you have done some homework.

Suggestions for Effective Initial Calls Try to find someone that you know in common and use them as a link. They may have some “inside” information about your prospect The prospect may react more favorably by knowing that you have something or someone in common.

Suggestions for Effective Initial Calls Be respectful of their time You have just interrupted whatever they were doing Ask if it’s a convenient time or whether it would be better to schedule a later time to talk.

Suggestions for Effective Initial Calls Find out if they are the appropriate contact; namely, the decision maker. This is the person who has the authority to give you a “yes” or “no”

Suggestions for Effective Initial Calls Focus on the prospect’s needs, not ours

Suggestions for Effective Initial Calls Ask a few questions If the prospect wants to talk and starts running you through a list of questions -- go with the flow and save your questions for the end.

Suggestions for Effective Initial Calls Be friendly, yet professional Everybody likes to help, so ask them for their help

Suggestions for Effective Initial Calls Take notes (names, phone numbers, titles, etc.)

Suggestions for Effective Initial Calls Follow up after the call. Ask whether they prefer that you follow up by phone, email, etc.

Suggestions for Effective Initial Calls Send a thank-you note after any substantial conversation

Dealing with Secretaries & Assistants Be courteous Get the name of the person you are speaking with -- this will save you time in the future They are a gatekeeper. If this person becomes your ally, you have a better chance of getting connected with the person you are trying to reach.

Dealing with Voice Mail Have a short but detailed message ready as to why you are calling Leave not only your name and number, but also suggest times when you can typically be reached People may not bother calling back if they think it's a sales call so leave a voice-mail message that encourages prospects to call back.

When They Don’t Call Back Try again

What’s a Cold Call? There really should be no such thing! Get the basic information to start a conversation and go from there

BRANDING

What is Branding? We used to call it REPUTATION. A brand is a consistent message you convey to your audience. It’s not a logo.

We are not IBM, Sony or Nike, so why a brand? Brands are an effective means of communication. If branded clearly and consistently, customers will have a sense of what to expect.

Isn’t branding for companies that sell products, not services? The line between products and services is getting more clouded all of the time. Times have changed. You need every advantage to differentiate yourself from the competition. You need to be in the client’s mind before the RFP. You need a brand.

Why are brands so effective? We are overloaded with information. We are subject to more information than we can possibly process. Brands help simplify the communication.

Advantages of Clear Brands Recognition: Your image is recognizable Focus: People know what you do and can easily associate your name with the concept Trust: People know what to expect from you

Why do we need a brand? You have one, whether you know if or not. When clients hear your company name, something pops into their heads. You can influence the message.

Building a Brand Consistency of experience must be maintained for the clients, the press, and the public.

Who is the Audience for Your Brand? Clients Prospective Clients Employees Prospective Employees The Competition Contractors and suppliers The General Public

What is Your Message? It should be a direct reflection of your vision statement. It should be what you want audiences to know about you. It should be simple.

What Are the Points of Contact? Your work Your people Word of mouth Media and press coverage Your logo and signage Your office Your business cards

What Are the Points of Contact? Direct mail Advertising Proposals Brochures Presentation materials

Your People Are Also Your Brand Everyone has a stake in it People, not logos are the most tangible contact

The Brand: Walk the Talk It must be consistent with the service you provide and its quality Keep it real and continue to back it up with service delivery