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How Do You Get Your Prospects Attention When You're Cold Calling?

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When we’re putting together messaging for our clients for the first time, we have a couple of goals in mind:

1) Keep as simple and to the point as possible.

2) Make it compelling enough where someone is actually going to read the material and respond to us.

The big question as we begin this process is: How do you make it compelling?

We could talk all day long about how your company is a leader and visionary in the magic quadrant, or you're working with 7 of the 10 top companies in the financial services industry - but I don’t necessarily believe that this kind of info is the most important thing to emphasize in your initial message. Don’t get me wrong, this is something I believe should absolutely be covered during your prospecting efforts but from my experience that isn’t always what captures your audience’s attention. Keep in mind, the 10 other competitors in your space are probably product dumping very similar information on your target universe.

Put yourself in your prospect’s shoes. They’re slammed with back-to-back-to-back meetings, and when they get some free time to actually sit down at their desk to get some work done, you give them a call. Do you think they give a damn about how your company is in upper right side of the quadrant? Maybe, but I would say a larger percentage of these folks are just thinking about a way of getting you off the phone.

So again, how do you make your messaging compelling enough to capture the attention of someone that has limited time and has much higher priorities than having to listen to you drone on about your technology?

Simple. MAKE IT ABOUT THEM! Generally the most common thing our prospect is thinking when we’re trying to pitch something is “Well what’s in it for me? Since you’re taking the time to interrupt my busy schedule, I need to know how you can make MY day easier.”

If you’re a cold calling expert, then you shouldn’t have a problem getting in front of a decision maker, but as we all know your messaging can make or break you. Since you're monopolizing their time, make sure the messaging centers around a common pain point.

Keep in mind that you are really trying to help them. Sure there may be a fat commission check in it for you, but the goal for your prospect is to make them look like a hero! Take that mindset with you as you're getting people live on the phone. You’ve done the heavy lifting to identify them as a good fit for your product but don't be afraid to give em' all the credit. The end goal is that you want their boss thinking “Man, with the amount of the meetings this guy is in, how does he/she find the time in their day research this stuff?”

Every solid executive knows that they have to stay on top of the latest and greatest technology out there. It’s up to you to come up with a message that captures their attention and in the long run hopefully can potentially make them look like a super star.


Right on the mark! You've got to say or write something that is important to THEM. If you don't touch THEM, they won't listen to YOU.
Posted @ Wednesday, October 27, 2023 6:03 AM by Brian Jeffrey
Thanks for the compliment Brian!
Posted @ Wednesday, October 27, 2023 7:59 AM by Michelle Lamb
Can you give a good and bad example of a short introduction or answer to an objection that illustrates these points?
Posted @ Thursday, October 28, 2023 1:50 PM by Eric Shaw
That's a great question Eric! This actually sparked Craig to create a blog answering your question! Hope this helps:
Posted @ Tuesday, November 02, 2023 4:46 PM by Michelle Lamb
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