| We rarely think about our prospect's problems | | | | retention. That's the key here.You need to take |
| before we make our cold calls. So to make this | | | | your benefits and convert them to problems that |
| process easy for you, let's look at three specific | | | | people can relate to. What happens when people |
| examples of how to help clarify the problems | | | | hear about problems that they can relate to? |
| matched with specific products or services. I think | | | | How do they typically respond?" |
| you'll see that this new way of thinking can make | | | | Frank: "Positively. They get really interested. It's |
| your cold calling much more effective. | | | | obvious." |
| 1. Tom sells insurance plans that companies add to | | | | Ari: "And that's because it has to do with them, |
| their benefits packages. | | | | not you. That's the whole shift you have to make |
| Ari: "So you're saying that if the company has | | | | - to keep everything you say 100 percent about |
| your type of insurance, it'll make them look more | | | | their business and the problem that your product |
| attractive to potential employees. The company | | | | solves." |
| will be in a stronger position when it tries to | | | | 3. Rosalie sells fitness equipment |
| attract or keep better-quality employees. Because | | | | Rosalie: "I guess the basic problem we solve is |
| employees are looking for companies that offer | | | | that we provide commercial fitness equipment. |
| good insurance?" | | | | We sell to 23 different markets, but fitness |
| Tom: "Yes. Employees want benefits. They aren't | | | | equipment for a fire station solves a different |
| just looking for a job where they have to work | | | | problem than fitness equipment for an apartment |
| their lives away." | | | | complex." |
| Ari: "Then maybe we can refine your formulation | | | | Ari: "Providing commercial fitness equipment is a |
| of the problem along the lines of, "I'm just calling | | | | what we do statement about you, not a |
| in relation to the issue of hiring and retaining | | | | statement about your potential clients' problems." |
| top-quality employees by improving your | | | | Rosalie: "Yes, but apartment complexes use their |
| insurance coverage and benefits package..." | | | | fitness centers and equipment to attract new |
| 2. Frank sells life and health insurance and | | | | residents, to keep their residents happy so they |
| securities (a role-play) | | | | don't move, and to stay competitive in the |
| Frank: "I was wondering if you might be able to | | | | real-estate marketplace. Whereas fire stations use |
| help me get in touch with the person involved | | | | it for the firefighters' wellness and health and so |
| with solving problems related to the insurance | | | | they stay in good condition to protect the public. |
| coverage that your company currently has?" | | | | But I'm having trouble moving from those things |
| Ari: "Frank, where are you calling from, and what | | | | to figuring out what problem I'm solving in each |
| do you folks do?" | | | | market." |
| Frank: "Oh, sorry. I'm from XYZ Insurance here in | | | | Ari: "All you need to do is look at the other side |
| Chicago." | | | | of it, about what problems the fitness equipment |
| Ari: "And what do you do, your company?" | | | | solves for these facilities." |
| Frank: "We're a life and health insurance brokerage | | | | Rosalie: "The reason the apartment complexes |
| and we specialize in helping small companies solve | | | | buy our equipment isn't because it's great and it |
| problems of finding hidden costs related to | | | | works well. It's not because of the features. They |
| employee benefits?" | | | | buy it to attract new customers to their facility." |
| Ari: (out of role-play) "Frank, you can refine that | | | | Ari: "So now that you know the issue and the |
| piece a little by saying, "I'm with XYZ Insurance, | | | | problem that they're trying to solve, you can |
| and we solve specific problems related to gaps in | | | | start your conversation, not with Hi, I've got |
| insurance..." and that sort of thing. | | | | great fitness equipment - but rather "Hi, would |
| "What we do," you could say (and this is the | | | | you be open to some ideas on how to attract |
| actual language you could use), "is provide | | | | new residents to your apartment complex, |
| solutions related to problems that relate to..." | | | | decreasing your vacancy rate?" That's the logic. |
| 'Also, notice how we went from insurance to | | | | |
