How Old Is Will From Stranger Things In Season 1 Food Service – The 15 Seconds That Decide Your Cold Call Success

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Food Service – The 15 Seconds That Decide Your Cold Call Success

We were on a cold call when a prospect comes out of her kitchen and a sales rep approaches her with a business card and says, “Hey, I was just in the neighborhood and thought I’d drop by.”

Now the prospect has an inspiring reason to stop everything he’s doing to spend half an hour listening to a stranger who wants to sell him something he thinks he’ll already use if he needs it.

I do not believe!

In a “cold call” situation, the DSR must have a plan of what he is going to say and ask, and the plan must be effective.

Original notice of benefit

The first thing that comes out of DSR’s mouth is a memorized and practiced “elevator speech” or the first benefit statement for 15-20 seconds. Imagine you get into an elevator and the person standing next to you asks, “What are you doing?” You are there. You need to introduce yourself and make a positive impression before the doors open on the next floor. If you fumble and mumble, you’ll sound like an idiot and no one will want to talk to you. It’s the first impression and it’s critical.

In sales, a wrong first impression is difficult, if not impossible, to overcome. That’s why it’s so important that you have a well-planned and professional preliminary statement of benefits.

In those first 15-20 seconds, the prospect wants you to answer three questions: “Who are you?” “What do you want?” and “How long is this going to take?”

If you can make this “elevator speech” sound natural, on autopilot at the drop of a hat, you’ll look and sound like an organized professional, like you know what you’re doing. And you are more confident. Getting off to a good start is the key to making more and better “cold calls”.

This is what it might sound like; “I’m Robin Banks from Sunny’s Food Service. We’re a large distributor that specializes in serving independent restaurants like yours. I’d like 10 minutes of your time to see if there’s an opportunity for us to work with you. Is now a good time?”

Important points:

1.) Robin tells who he is, what company he represents and what he wants.

2.) He also piques the interest of a potential customer (specializing in serving independent restaurants like yours)

3.) Robin claims he only needs 10 minutes. To make 10 minutes work best:

Get down to business

Ask questions that earn you a second appointment

Stick to your time commitment

4.) He asked the final question. (Is now a good time?)

5.) One sales mistake Robin avoided was apologizing. He didn’t say, “Sorry to interrupt your day,” “I know you’re busy, but…” “I don’t want to waste your time.” Don’t waste any more time apologizing. You only have about 15 seconds. Just get to it.

After you have practiced the initial benefits statement, use it several times before making any changes.

Remember, there are only two reasons why it takes a long time for a potential customer to see you:

1) He is lonely

2) He is interested in something.

Let’s say he’s not lonely. So once your first pitch is successful, you need to be ready with good questions to uncover what the prospect is interested in.

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