Simple alchemy turn cold calls into GOLD calls

SimpleAlchemy:TurnColdCallsinto
GOLDCalls
ClivePrice&JeanB.Dean

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Clive Price & Jean .B. Dean

Simple Alchemy
Turn Cold Calls into GOLD Calls

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Simple Alchemy: Turn Cold Calls into GOLD Calls

1st edition
© 2013 Clive Price & Jean .B. Dean & bookboon.com
ISBN 978-87-403-0589-0

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Simple Alchemy: Turn Cold Calls
into GOLD Calls

Contents

Contents
Foreword

7

1Intro

8

1.1

Going For Gold

8

2

Suspects Versus Prospects

9

2.1

On Your Marks…

9

2.2Profiling
2.4

9

The acid test of listening

2.5Summary
3

Suspects versus Prospects

3.1

Get Set…

3.2

Benefit Based

3.3

Don’t Hang Up

360°
thinking

.

360°
thinking

.

11
11
20
20
22
23

360°
thinking

.

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Deloitte & Touche LLP and affiliated entities.

© Deloitte & Touche LLP and affiliated entities.

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Dis

Simple Alchemy: Turn Cold Calls
into GOLD Calls

Contents

4

Uncross Those Wires

24

4.1

Can I Improve The Way I Speak?

25

4.2Speed

25

4.3

Pace The Prospect

25

5

Verbal Expression

26

5.1

Communication In Business

26

5.2

Quick and Easy Ways to Improve Your Speaking Voice

27

6

Positive Phrasing

29

6.1

‘Can-Do’ Attitude!

29

6.2

Phrases That Create Interest

30

6.3

Handling Complaints

31

6.4

Types of Complaints

32

6.5

GOLDEN RULE

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Simple Alchemy: Turn Cold Calls
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Contents

7

Mental Preparation

35

7.1

Get Into The Zone

35

7.2Move From Relationship Selling To Business (Volume) Selling…
7.3

Would You Rather Make A Friend Or Make A Sale?

36

Setting Up Your Rules Of The Game!

38

7.4Fish For The “No” Early – Where Is This Conversation Going?
Be Ruthlessly Honest With Yourself!

39

7.5Do Sales People Need To Be ‘Pushier’?
Don’t Let The Prospect Get Lost At Sea – Help And Guide Them!

40

7.6“Go!”

41

8

About The Authors

42



Clive C. Price

42



Jean B. Dean

43

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Simple Alchemy: Turn Cold Calls
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Foreword

Foreword
Unless you work for a company that provides you with leads on a silver platter, you need to get and
read this book.
If you’re like most salespeople, you delight in having the opportunity to sell your product or service
to interested prospects. The challenge however, is finding them! Of all the sales challenges we face,
‘prospecting’ is one of the most difficult. Average salespeople wait for a prospect to fall into their lap,
whereas sales professionals realize that they can’t afford to wait for things to happen – they need to be
proactive and make things happen!
A salesperson without a prospect is like a vehicle without fuel, neither the sale nor the vehicle is going
anywhere. So, if you want to get ahead fast, you need to learn how to prospect for genuine prospects.
That’s where this pivotal book comes into play. I consider ‘The Alchemy Secret: Turn Cold Calls into Gold
Calls’ pivotal because it goes where few sales books have gone before. This is more than a what-to-do
book – much more. It is a ‘how-to-do-it’ book that outlines, in precise detail, what you need to do and
how, to get and stay ahead of the game.
Clive Price and Jean Dean have combined their many, many years of experience to produce a sales tool
that every salesperson should have in their sales toolbox. Like any tool, the ideas, concepts and techniques
that Clive and Jean share in this book won’t work unless you use them.
For sales professionals who consider themselves masters of their craft, having this powerful tool gives
them a strong competitive advantage because they’ll be getting to interested prospects well before the
average salesperson does.
This book is full of proven techniques that, if embraced, will help make you an even more successful
salesperson.
Brian Jeffrey
Quintarra Consulting Inc.

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Simple Alchemy: Turn Cold Calls
into GOLD Calls

Intro

1Intro
1.1

Going For Gold

Playing the stock markets is fraught with danger and instills terror into even the strongest players but
the thought of success and a pot of gold at the end of the rainbow keep many people engaged in this
endeavour. The same dream of gold is what motivates companies to engage in the equally terrifying
endeavour of cold calling, but the difference is – in this case it doesn’t need to be terrifying!

Winning gold medals in sports and creative pursuits requires discipline and effort but every winner
will tell you that they follow a process and have a belief that they will succeed. It isn’t a dark art and it
doesn’t involve alchemy and by the end of this book you will have all the secrets and knowledge of how
to become a winner and how to ‘go for gold’. Gary Player (the legendary South African Golfer, who at
the age of 29 became the third man in history to win the coveted Grand Slam) once said, “The harder
you work the luckier you get,” and this is true but in this book you will learn that in the sales field we
will show you that:
“The smarter you work, the luckier you get!”

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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

2 Suspects Versus Prospects
2.1

On Your Marks…

Here’s the first lesson about prospecting:
To find gold, you’ve got to look in the right place!

2.2Profiling
Profiling your prospect is one of the most important links in the chain of sales and you can be the best
sales person in the world, but if you are talking to the wrong person then you are just wasting your time.
Qualifying techniques are probably the most important part of the sales.
Most sales people try to close the wrong people, often too hard, and then complain they can’t close deals.
The problem lies with qualifying NOT closing – so just imagine how much time you are wasting talking
to the wrong people. Time is the one resource that you have the most control over and it is also the one
that is the most easily squandered.
For most sales people, there are more potential customers, or suspects, in their territory than they will
ever have time to contact and, as we know, time is money!
Qualifying techniques are simply the methods that you use to determine who to sell to. Who qualifies
for the expenditure of your most precious resource – your time?
The best sales qualifying techniques are as follows:
• Have a profile of your ideal customer.
• Have a set of criteria that suspects must meet before you choose them to become your
prospect.
• Have a proven sales system or process so you can assess how your prospects are moving
into your sales pipeline.

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Simple Alchemy: Turn Cold Calls
into GOLD Calls

Suspects Versus Prospects

When you qualify using an ideal customer profile, you are more likely to get the kind of prospect that
you want. A set of criteria shows you WHO to choose. This will tell you whether or not you should
invest your time and resources on this prospect. And a sales system will enable you to rapidly qualify or
disqualify prospects in or out of your sales pipeline. Follow these rules and you’ll sell more with less effort.

2.3

The power of questioning and listening

Research shows that giving people information, ideas and opinions has a low impact on other people and
rarely succeeds. It is difficult talking people into accepting your point of view. It is much more effective
to ask questions which will result in them talking themselves into ‘acceptance’. It also shows that you are
showing an understanding from the customer’s point of view.
If you go to the doctor and you tell him, “Doctor I’ve got terrible stomach cramps” and he then opens
his drawer hands you a bottle of pills and says: “Take these and you will be ok”. What will you do? You
will never go back to that doctor because he obviously needs to make a diagnosis first before he can
prescribe medicine.
The same principle applies when dealing with a prospect. You do not tell them how great your product/
service is and ramble on before you make an accurate diagnosis on what their actual need or problem is?
Now apply this to a sales situation, and ask effective questions to accurately diagnose what exactly is the
underlying cause or problem that needs resolution.

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Simple Alchemy: Turn Cold Calls
into GOLD Calls

2.4

Suspects Versus Prospects

The acid test of listening

Paraphrase Your Customer’s Words
The customer is only sure that you have been listening when you paraphrase what the prospect has said
and feed it back using their words. This is one of the deep secrets to selling more successfully.
Question for Clarification
When the prospect has finished explaining his or her situation to you, and you have paused, and then
questioned for clarification, you paraphrase the prospects primary thoughts and concerns, and feed them
back to him or her using their words.
Use the Right Words
For example, you might say, ‘Let me make sure I understand exactly what you are saying. It sounds to
me like you are concerned about two things more than anything else and that in the past you have had
a couple of experiences that have made you very careful in approaching a decision of this kind’.
‘Is that correct?’
Remember, if they say it – it’s TRUE!
If you say it, they can doubt you.

2.5Summary

• If you can get the prospect to summarise his/her needs in her own language (words) you
are ‘selling’ perfectly.
• Great ‘Qualifying’ depends on the prospect acknowledging his/her need to change. This
is another secret of successful selling.
• Remember change is not a comfortable state. Most people are creatures of habit and
don’t like change.
To be successful in prospecting you must first identify ‘suspects’ and then decide whether they qualify
as your ‘prospects’. This may sound arrogant but that doesn’t matter – you are a valuable professional
business partner, so take your time very seriously.

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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

One way is to ask yourself where you can find the maximum number of qualified prospects in the
minimum period of time. Your answer should guide you to the right direction. For example, if you hear
that a new office block is being built and you’re in the business of selling office furniture then the new
tenants are an obvious target for you. Find out their names from the architect or builder and plan to
meet them fast. You might find, for example 20 prospects in just one office block!
To be successful in qualifying prospects, you have to ask yourself a number of tough questions. The
salesperson who asks enough right questions from the right people, at the right time and in the right
places, will always have a solid pipeline of qualified prospects. The first three qualifying questions:
• Who?
• Where?
• Why?

will highlight whether you have a suspect or a qualified prospect.

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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

The two questions that follow help you find more detailed information and help give you a better picture
of your prospect.
• What?
• When?

“What?” is designed to help you target your market and “When?” can save you time if the suspect is still
‘shopping around!’
Finally, the “How?” questions are perhaps the most crucial of all the questions as these probes will flow
naturally from the other five questions. Here are the questions:

Who?
Who are the ideal prospects? Don’t limit yourself by thinking about your current customers. Describe
in detail, on a piece of paper, who your ideal prospects are. What are the ‘nuts and bolts’ of your dream
client? Once you have broken down your ideal customer profile into various constituents consider what
screening questions you must ask before you convert a suspect into a prospect.
A few excellent “Who?” questions you might consider using in order to convert “suspects” into highly
qualified prospects are:
Who has the most urgent need for your products or services?
Who has the resources – including budget and money to buy your products or services now?
Who carries clout or has influence over your prospects?
Who is the MAN – have you identified him/her?
• M = Money
• A = Authority – has the Authority
• N = Now – needs it Now
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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

Where?
By asking enough “Where?” questions, you can add more suspects,
Where do your ideal prospects live, work, socialize or play?
Where is there high density area of centralised offices that are close to you?
Where can you find useful databases or email lists of people and companies who fit your ideal prospect
profile?
Where can you buy relevant data bases that contain vital information like MD and contact details?

Where are the local Business Chambers and are you a member?
Why?
By asking the “Why?” questions, you can prioritise whether the prospect is ready to buy.
Why would the prospect be in the market for your product or service right now?
Why has the prospect not already gone ahead with implementing a solution?
Why might the prospect resist buying your product or service?
Why might this timing be appropriate to approach the prospect?
Why would this person want to set up an appointment with you?

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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

What?
These questions, if properly used, can boost the quality of your prospects.
What will the prospect find most beneficial about your product or service?
What intelligent questions could you ask the prospect to get them to open up about their problem areas?
What more do you need to know about the prospect?
What further information should you gather about the prospect before you meet with her/him?
What is the single biggest headache the prospect has?
What keeps them awake at night?
When?
This question is about timing.

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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

When is the best time to contact a prospect? An important TIP if he is a busy executive, it is never on
a Monday morning!
Try an unusual time like before 8.00 am, after 5 pm or during lunchtimes when the gate-keeper is out.
How?
Once you have asked all the five “W” questions, you can start asking the ‘HOW’ questions.
How can you be sure that you are doing a thorough job on follow-up prospecting? (Answer: Review the
“Who?” questions again.)
How can you use your prospecting time more efficiently. (Answer: Review the “Where?” questions again.)
How can you improve and sharpen your prospecting skills? Tip: Search for creative ways as to why the
Buyer should buy. (Answer: Review the “Why?” questions again.)
How do you decide on an appropriate approach for your prospects? (Answer: Review the “What?”
questions again.)
How can you prioritise your prospects from a time management perspective. (Answer: Review the
“When?” questions.)

BEFORE making any cold call, find a good reason for needing to speak with the decision maker.
What did your research reveal?
Have you reviewed their website, annual reports, goals and objectives, success stories, hot news, people

on the move and their blog?

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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

After your research, look for the alignment or commonality, between your company and the prospect’s
company.
Determine which value proposition your company can bring to the prospects. This proposition can
be changed to match whatever your research has highlighted. Then develop a concise and compelling
opening message that will grab the prospect’s attention.
Another compelling way to grab the prospect’s attention is the use of a DIFFERENTIATOR.
What is a Differentiator?
A differentiator is the prospect’s perception of what makes you better than your competition!
These are benefits, such as service, quality, delivery times, physical attributes, which make your company
different or better to your competitors. Remember the ‘differentiator’ is what customers and prospects
find very valuable.
What is YOUR Differentiator?
Ask yourself: Why specifically is your offering better than other alternatives?
Why do your customers want and need what you offer?
What documents do you have to instil confidence in your prospect that your claim is true? e.g. Case
Studies, Testimonials as well as facts and figures. Be as clear as possible about what sets you apart from
your competition and keep your answer short and simple!
Write down your ideas for DIFFERENTIATORS on a piece of paper or on your computer.
A good example: Let’s assume your AIM and PRE-CALL OBJECTIVE is to get a qualified appointment.

Here is a summary of steps you must follow:

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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

THE TELEPHONE CALL – Getting The Appointment
What is your aim? To get an appointment with the right person – the person you are sure (from your
research), is the one who is qualified to make a decision.
Introduce yourself and your company, then the reason why you are phoning. Example: “…and the reason
why I’m phoning is that I see you are opening a branch in TimBucktoo and I am sure the personal safety
of your new staff there is of paramount importance to you…”
Pause and invite them to comment.
Show a sincere interest in what their company is doing. Business Partnering is all about putting their
company 1st not yours.
State a reason to meet;
“We specialize in……insurance designed specifically for expatriate staff in that new region…”
Use Third Party Proof (name dropping)
“…and companies like…have used us extensively in this regard.”

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Simple Alchemy: Turn Cold Calls
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Suspects Versus Prospects

Close on an appointment time:
“So when would suit you, early next Tuesday or later in the week, perhaps Friday morning?”
Remember to restate the reason:
“Great, I look forward to learning more about your expansion plans (be specific), and discussing how we
can ensure the safety of your team while they are away from home.”

You now have your own unique aim – are you ready to fire?

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Simple Alchemy: Turn Cold Calls
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Suspects versus Prospects

3 Suspects versus Prospects
3.1

Get Set…

PROSPECTING FOR GOLD – HOW TO FIND THE NUGGETS

As you methodically sift through your list or database of prospects, finding a responsive recipient is like
finding a gold nugget – very hard to come across but extremely valuable.
Most suspects will automatically say “NO thank you,” when they realise you are trying to sell them
something? Breaking through this defence mechanism is the challenge and that is done by firstly arousing
the prospect’s curiosity and secondly by following up with by an open question?
Now, listen carefully, you are likely to only get one chance at this, so you need to be well prepared!
Before you pick up that phone, you know that the terrain might be tough but you have the map, tools
and determination to do this!
The three things that your prospect wants to hear in the FIRST 20 seconds are:
1. Who are you?
2. Why are you calling?
3. What’s in it for me?
There are two types of openings:
Product Based (example):
“Hello, John? This is ‘My Name’ from ‘My Company’.

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Simple Alchemy: Turn Cold Calls
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Suspects versus Prospects

John, ‘My Company,’ which leads the field in (name your product/service) and (state your specific benefit),
e.g. reduces your cost of sales by a minimum of 20%.
I see that you are not currently using our ‘Our Product’ [PAUSE]
The reason I wanted to speak to you personally is to explain how this works and to give you an idea of
how other people in your industry are using it.

How does that sound?”
As you can see, this is a straight product call. With this type of opening, you are looking for people who
are in the market for/who are in obvious need (though they may not know it) of a particular product.

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3.2

Suspects versus Prospects

Benefit Based

The second type of opening statement is the benefit opening. It doesn’t mention the product or service,
just the benefits. Here’s an example of how the above might sound using a benefit based call.
“Hello, John? This is ‘My Name’ from ‘My Company’.
The reason I wanted to speak to you personally is I have noticed that [insert what you’ve found out about
their company]. I want to discuss how ‘My Company’ can save you $x every month in service fees by
[state benefit]. How does that sound?”
As you can see, this is giving people a different perspective of your product or service. Both types of
statements have their merits.

An opening statement takes a while to come up with. Make sure you know what the AIM of your call
is. Can you describe in one sentence what is your call objective? Are you trying to close the sale in one

call? Do you want permission to send info? Do you want to set up an appointment? Once you know
exactly why you’re calling, you can mentally prepare your telescript. Really make it a point to write a
compelling opener. Also, remember not every person you talk to will want to speak with you no matter
how fantastic your opening. Just move on, they’re not a prospect.

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Simple Alchemy: Turn Cold Calls
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3.3

Suspects versus Prospects

Don’t Hang Up

Whenever you prospect, never hang up the phone! That’s simply rude. Don’t make one call, hang up,
take exhaustive notes and dial again. That’s just wasted time, unless you are talking to a real prospect,
then, of course, do jot down key points. Your goal is to get through your list as quickly as possible, and
find potential buyers.

If they’re not interested or make you angry just move on – just think to yourself, “it’s their loss!’. Your
goal is to talk with DECISION MAKERS! Not to pitch to gate-keepers, secretaries or receptionists. I
don’t know why it’s so hard for salespeople to understand this concept. If you’re not making a minimum
of 20 quality calls a day, then you’re prospecting the wrong way. Forget about the time, focus on quality
and volume. By doing that, the prospects will come – it’s a calculated numbers game.

The Wake

the only emission we want to leave behind

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Uncross Those Wires

4 Uncross Those Wires
The Importance of CommunicatiNG WELL – HOW TO SOUND CONFIDENT AND AT EASE

To sound confident at at ease when you are feeling anxious can be difficult to do but, coming back to
the Olympian example, you’ve done the research, you believe that the product or service that you have
to offer your prospect is of great benefit to them. That knowledge alone should be making you want to
pick up that phone and tell them this great news. However, sometimes it’s not just what you say but how
you say it and below we share a few tips on perfecting this craft and then you will be able to:

• Understand the importance of your voice and its impact in business dialogue
• Use positive, persuasive, diplomatic language and engage the client in business
discussion with ease
• Clarity and conciseness in business dialogue (plain language)
• Structuring ideas
Five elements of the voice:
Pitch:

highness or lowness of voice

Speed:

how rapidly or slowly you speak

Stress:

emphasizing words to get your meaning across

Tone:

denotes emotion

Volume:

loudness or softness of voice

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Simple Alchemy: Turn Cold Calls
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4.1

Uncross Those Wires

Can I Improve The Way I Speak?

That depends entirely on your attitude. Research shows that you can! To start off with, just by being aware
of how you, your family, your team members and the callers speak, you have won 50% of the battle!
Your message is made up of:
10% Words
25% Tone
30% Body Language
35% Facial Expression
Remember, over the phone you have lost most of your message because the listener cannot read your
body language or interpret you facial signs.
All the listener goes on is the way you speak.

4.2Speed
A comfortable speaking rate lies between 130 and 160 words per minute. Speaking too fast can cause
poor understanding – running words together, slurring words and dropping word endings. Speaking too
slowly, ddrraaaaaagggiiinnngg your words out is equally irritating! A slow speaker can easily convey an
impression of shyness, lack of confidence or intelligence, or even illness. Your rate should be:
• Determined by the prospect.
• Confident i.e. not too slow.
• Varied e.g. sometimes using pauses to let the points sink In and then speeding up to
make simple, but not too important points.
• Appropriate for the material. As you know, serious content is going to be paced more

slowly than that which is light and up beat.

4.3

Pace The Prospect

To build rapport with prospects you need to:
• Adapt the way you speak to match the caller speed (and other vocal qualities).
• Have an interesting rate of delivery, with enough variation to hold your listener’s interest.
• Speak at a constant rate, either fast or slow, can only lead to monotony and loss of your
audience.
• Ask rhetorical questions, and get the listener engaged in the conversation, for example,
“Many customers ask us ‘How will that improve our bottom-line?’ and that’s a good question.
The answer is by….”

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