Part I - Beginning
Step 1. Start by giving 1-2 seconds for the recipient to calm down and get into the listening mode.
Step 2. Calmly and clearly introduce yourself. If the call never leads anywhere, at least you will be able to remind him/her of the presence of your company.
You: "This is John calling from Company X, good morning."
Step 3. Wait and let them greet you back. After all, you want to create a dialogue. By starting off with the sales pitch right after introduction you will sound like a magazine sales person.
Recipient: " Morning?"
Part II - Body
Step 4. Disclose you're purpose right away. Otherwise you will merely be suspected of hiding something.
For example: "We received your contacts through the Office Well-being eBook you downloaded last week and now I would be thrilled to meet you in person."
There are people who will refuse immediately, and that is to be expected. You would not get very far with them anyway. Most people, however, will want to know why you would like to meet them. In addition, depending on your brand, 5-20% will agree to the meeting right away.
Step 5. Ask if they have heard of your company. If not, using one sentence tell them how you generally help companies.
For example: "(Company name) helps organizations to increase the well-being of their employees, by providing first class break exercise activities."
Step 6. Explain why they should spend one precious hour on you.
The important part is to keep in mind that the idea is to sell the meeting, not the product. Essentially, you will have to convince the contact of the value of the hour. This comes down to having (a) a great story, and (b) an outrageous promise. Countless books could be spent dwelling on how to create a good story, but basically it should feel relevant, engaging, and surprising.
For example: "You probably know that counting in lost work efforts, possible medical expenses, and supplemental work force, sick leave of one person can cost up to $300 per day for a company. During the meeting, I will show how (their company name) could decrease the amount of sick leave costs by 30 percent (the outrageous promise must be based on a client reference)."
Part III - Wrap up
Step 8. The endgame. For those prospects who agree to the meeting, write down the necessary information and confirm the meeting via email. A large number of people, however, will have some sorts of objections. Some of them are relevant, most are not. Probably more than half of those who first object can be persuaded into a meeting.
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