Well, the idea is to take your “benefits” and turn them into actual problems that potential clients can relate to from their perspective during your cold call.

At first this may feel awkward because you’ve never been taught to think from their perspective first. But you need to do your homework. Keep working on this until their problems become clear, and you’ll relate to them very well.

So what exactly are “problems?” Problems are day-to-day hassles, challenges, and business issues that potential clients face on an ongoing basis. They can be:

1. Issues and challenges of How do we…? or How to…?

Ask yourself what “how-to” issues your potential clients are struggling with that you can help them resolve. For example, “How can we attract and retain better employees?”

2. Problems, blockages, or annoyances in their business.

For example, “We continue to overstock our inventory and this wastes a lot of money.” Issues like this one can quickly get to be a substantial problem. Ask yourself what problems your potential clients are facing on a daily basis that you can help them eliminate.

If you’re having trouble identifying at least three specific problems, or if potential clients don’t respond when you bring them up, then this means you don’t know their world well enough yet.

Until next time,

Keep calling and keep it conversational…

Ari Galper, founder of Unlock The Cold Calling Game, makes cold calling painless and simple. Learn his cold calling secrets even the sales gurus don’t know. To receive your 10 free audio mini-lessons visit http://www.UnlockTheGame.com

Tags: cold call, Cold Calling, cold calling techniques, cold calling tips, cold calling training, sales rejection, sales techniques, Sales Tips, Sales Training

This entry was posted on Monday, June 29th, 2009 at 10:00 am and is filed under Ari's Posts. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.