You're listening to Business English Pod, the Business English podcast for professionals on the move.
Hello again, and welcome back to Business English Pod.
Today's episode is the first in a three-part series on cold calling the skill of making unsolicited sales calls.
Unsolicited means not asked for.
So, cold calling is the skill of making a sales call to someone who is not expecting you to call.
Cold calling skills are very useful in many parts of business life.
To cold call successfully, you need to be persuasive.
And persuasion is fundamental to business success, whether you're trying to convince the customer to buy something, or your boss or colleagues to accept your point of view.
A lot of people hate making and receiving cold calls.
Actually a good cold call, when done persuasively, should be a welcome opportunity for the customer to get more value.
In today's listening...
You'll hear two examples, one bad and one good.
We'll listen to the bad one first.
Josh Knight of Nexus Communications International is cold calling Linda Darling, who works for the law firm Drucker & Smythe.
So Linda is Josh's prospect or potential customer.
As you listen, try to identify at least four things that Josh does wrong.
Also, try and identify what he's selling.
Hello, Drucker and Smythe.
Hello, is this Linda Darling?
Yes.
Hi, my name is Josh Knight from Nexus Services International.
Uh-huh, and how can I help you?
We're a major global provider of online collaboration tools and productivity-enhancing services that fully integrate audio and video with web conferencing.
Our motto is Nexus Connects Us.
I see.
Look, I really don't have time at the moment.
Well, Ms.
Dayfield, depending on what you're currently using...
I don't know whether you have a need or an interest in our services, but with your permission, I was hoping to ask you a few questions and see if there's anything we're doing that you can benefit from.
Look, as I said, I really don't have time right now.
So, my first question is, do you want to increase your productivity by up to 15% in one easy step?
No, not really.
But with our patented Live Anywhere Platinum online conferencing service, you can meet... Hello?
Hello?
Hello?
Linda?
Linda?
It doesn't sound like Josh is going to make the sale, does it?
Did you catch what he's selling?
Online collaboration tools and productivity enhancing services that fully integrate video and web conferencing.
For definitions of these terms, you can check out the learner's notes for this episode, available in a few days on our website.
How about what Josh does wrong?
Did you pick out four things?
First, his voice is wrong, isn't it?
He speaks too quickly, and he even sounds a little nervous.
Second, his introduction is way too long and it's obviously scripted like he's reading off a piece of paper.
This sounds fake and insincere.
Third, in addition to getting her name wrong at one point, he calls her Ms.
Dayfield instead of Ms.
Darling, he's not really listening to Linda at all, is he?
She says several times that she's too busy, but he doesn't do anything to address her concern.
Finally, and this point may be less obvious, he fails to ask any questions to assess Linda's needs.
The only question he asks do you want to increase your productivity by up to 15 in one easy step?
Is a yes-no question.
If Linda says no, which she does, he has no way to move forward.
Now, let's listen to a better example.
This time, another sales representative, Steve Steele, will call Linda.
He does a much better job.
As you listen, try to answer the following questions.
The answers will be posted in a few days at www.businessenglishpod.com.
First, does Linda's company use audio and video conferencing?
And second, what is the benefit of the service that Steve is selling?
Hello, Drucker and Smythe.
Hi.
Is this Ms.
Linda Darling?
Yes.
Hi, Ms.
Darling.
How are you doing?
Just fine.
This is Steve Steele from Nexus Communications.
Uh-huh.
Do you have a quick minute?
Well, actually, I'm pretty busy now.
Is it going to be fast?
Yes, absolutely.
I understand you're busy.
I want to respect your time, so I'll be brief.
Okay.
Do your employees use audio or video conferencing?
Yeah, all the time.
Great.
I think we can help you.
We specialize in working with firms like Drucker & Smythe so that you can save money and dramatically increase the effectiveness and efficiency of conferencing.
Uh-huh.
In fact, we also serve Hatchet, Pritchens, and Rutherford.
Really?
Okay.
If you could create the ideal conferencing solution.
What about your service?
Would you like to improve or change?
Hmm, that's a good question.
I guess it's a bit unwieldy.
I wish we could simplify everything.
It sounds like Steve is well on his way to a sale.
Let's look closely at how he handles the call.
Of course, persuading different people requires different styles and different approaches.
You have to take cultural and individual differences into consideration.
But no matter who you're talking with, you need to ask the right questions and actually listen to the replies.
For active listening.
The strategies we practice in BEP 45 keeping the conversation going by, showing interest are very useful.
So that would be a good episode to review.
Now let's go through what Steve does in the dialogue step by step.
First, after giving Linda a warm greeting, he's careful to show that he respects her time.
What does he say?
Do you have a quick minute?
Well, actually, I'm pretty busy now.
Is it going to be fast?
Yes, absolutely.
I understand you're busy.
I want to respect your time, so I'll be brief.
Expressions such as do you have a quick minute?
I'm sure you're busy and I want to respect your time are all polite ways to start the conversation.
What are some other ways to show that you value the prospect's time?
Do you have a sec to talk?
I'll only take a minute of your time.
No worries.
This will be really quick.
This will just take a quick sec.
I understand.
The only reason I'm calling is to schedule an appointment.
I totally understand you are very busy, Ms.
Smith, so I'll make this quick.
I'll be really quick.
In these examples, notice how second is sometimes abbreviated to sec in oral English.
Why don't you give it a try?
Imagine you're cold calling Linda.
First, ask her if she has a quick minute or a second to talk.
Then, when she says she's pretty busy, acknowledge her concern by using some of the language we've just studied for valuing the prospect's time.
Are you ready?
Start talking after you hear the beep.
Well, to tell you the truth, I'm actually pretty busy.
All right.
Go ahead.
How did you do?
Now, let's listen to an answer.
But remember, this is just an example.
There are many possible ways to deal with this situation.
Do you have a quick second to talk?
Well, to tell you the truth, I'm actually pretty busy.
No worries, Miss Darling.
I totally understand you are busy.
So I'll make this quick.
All right.
Go ahead.
Great.
So, after getting the conversation started on a positive note with a warm greeting and a signal that he values Linda's time,
Steve is careful to check that the service he's selling would be useful to Linda.
Do your employees use audio or video conferencing?
Yeah, all the time.
Actually, in this case, Steve probably knew already that the answer to this question would be yes.
So he's just using it to establish relevance.
But this is an important type of question to ask.
There's no point in talking to someone who doesn't need what you're selling.
Next, Steve states the reason he's calling by explaining the benefit of the service to Linda.
Great.
I think we can help you.
We specialize in working with firms like Drucker and Smythe so that you can save money and dramatically increase the effectiveness and efficiency of conferencing.
The main idea here... is to get the prospect's attention.
This may also be a chance to state your value proposition.
What differentiates your product from your competitors?
To explain the benefit, you can say, allow you to, enables you to, gives you, or helps you.
Let's listen to some examples.
The Gold Plus account allows you to book conferences over the phone.
It's very convenient and saves you a lot of time.
Our process will enable you to overcome the challenges you're facing.
This service gives you greater flexibility in managing your database.
As a Nexus customer, you can enjoy several benefits.
These include a dedicated helpline and 24-hour service.
Using this product enables you to increase productivity and helps you to save time and money.
Notice the use of such expressions as increased productivity.
Save time and money, give you greater flexibility and enjoy several benefits.
As always, strong use of correct collocations makes your English sound professional and fluent.
Now you practice talking about the benefit of your product.
Think about a product or service that your company produces.
Imagine that you're cold calling Linda.
After the beep, explain the benefit of your product to her.
Use such language as helps you to, gives you, allows you to, enables you to, and such collocations as enjoy several benefits increase productivity, overcome challenges, save time and money and give you greater flexibility.
Are you ready?
Give yourself a few seconds to think, then begin talking after the beep.
Wow, sounds interesting.
Tell me more.
Excellent.
Now listen to an example answer.
This product will enable you to enjoy several benefits.
It can help you to increase productivity and save time and money.
It can also give you increased flexibility in how you plan your business, which will help you overcome the challenges you're facing.
Wow, sounds interesting.
Tell me more.
Obviously, everyone's product will be different.
This is just an example of how the language can be put together.
Okay, so far Steve has opened the call positively, established relevance and gotten Linda's attention by explaining the benefit of his service.
The next step is the most important one.
Remember, if there is no problem or clear opportunity to improve their current situation, There is no reason for the prospect to meet with you or take the next step in your sales process.
So you need to establish a clear need for the service you're selling.
Perhaps even push your prospects off balance a little bit by letting them know that their current product is not adequate.
By establishing a clear need, you're guaranteeing your success.
How do you do this?
The best way is to start by asking questions.
One of the most important things I've learned in sales is that most people will tell you anything you want to know.
People love talking about themselves.
So let them do the selling.
All you have to do is ask the right questions.
This is called needs analysis.
What kind of question does Steve ask?
If you could create the ideal conferencing solution.
What about your service?
Would you like to improve or change?
Hmm, that's a good question.
I guess it's a bit unwieldy.
I wish we could simplify everything.
However, rather than working from a script which sounds mechanical and insincere, you should put a lot of thought into different kinds of questions you can ask, depending on the situation.
Generally the best kind are open questions, questions that begin with what why where, when and how.
Avoid yes-no questions, because they don't encourage your prospect to talk and if he or she says no, you have nowhere to go.
What about your service would you like to improve or change?
This is a great type of question because it gets right to the heart of the need.
Linda replies that their current service is unwieldy, which means it's difficult to use or handle.
What are some types of questions you can ask?
Well, it depends on your service or product, the type of people you're selling to, and your own personal style.
But let's listen to some examples to study the language and give you some ideas.
What kind of services would you be looking for?
Would you be interested in doing all your banking over the phone?
What do you like most about your current supplier?
What are the most important issues for you?
What have your experiences been with ABC organizations?
Where do you see your greatest challenge?
How do these challenges affect your business?
What kind of effect do these issues have on your bottom line?
If you could change one aspect about your current arrangement, what would it be?
If you could create the ideal solution.
What about your current service?
Would you like to improve or change?
If you could eliminate three of your biggest problems headaches or stresses, what would they be?
In our example, Steve was pretty lucky to find a good prospect.
You'll often have to ask more than one question to establish what the customer's need is and how it relates to the product you're selling.
But once you have, it's important that you demonstrate this to the customer by summarizing and confirming what they've said.
This is a kind of empathy, and it's very important to the sales process.
We'll be covering this skill in the second episode on cold callings.
So be sure to tune back in next time.
Excellent.
That's just about it for today's show.
You've looked at good and bad examples of opening the call.
And you've practiced some great techniques for getting off to a good start, including respecting the prospect's time, clarifying the benefit, establishing relevance and analyzing the need.
Be sure to check out the study notes, where you'll find more practice exercises, vocabulary explanations and learning strategies.
In the meantime, keep practicing and take care.
See you again soon at businessenglishpod.com.
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