Get Past the Gatekeeper - Better Cold Calling Results Part III
For the past two weeks, FEI sales leader Zoot has given young salesman Ganymede valuable tips for more effective cold calling. This week: a few more cold calling tips from the master. Remember, fire = print.
It was such a nice sunny day that Zoot decided to work outside. While entering new customer data into FEI’s CRM system, he was approached by a despondent Ganymede.
“Cold calling not going so…hot?” Zoot asked, laughing at his terrible joke.
“I’m having trouble getting past the gatekeeper,” Ganymede moaned. “Eris, the receptionist at Pappy’s Pottery, keeps stopping my cold calls in their tracks. Sometimes she’ll say, ‘I’m sorry, but he’s not available at the moment.’ Sometimes she’ll say, ‘I’ll transfer you right to him.’ Then three seconds later I’m in voice mail!”
“Getting thwarted by the gatekeeper is one of the most frustrating parts of cold calling,” Zoot commiserated. “Let me make a couple of suggestions that will help ease your misery.
“One of a gatekeeper’s most powerful defenses against cold callers is five little words,” Zoot continued. “‘Is he expecting your call?’”
Ganymede shuddered. “It’d be much easier to get through to Pappy Pappadopoulos—Pappy’s Pottery founder and President—if I could honestly answer, ‘Yes!’ to that question.”
“You can,” Zoot said. “Next time Eris puts you in Pappy’s voice mail, end your message by saying ‘If I don’t hear back from you, I’ll try you again this Wednesday at 10 a.m.’ Then, call at that exact time. When Eris utters those five painful words, you can honestly say that, yes, he should be.”
“Great!” Ganymede exclaimed. “I’ve been calling Pappy’s mid-afternoon. Would I have better luck at another time?”
“Let’s think this through,” Zoot said. “Your goal is to get past Eris to Pappy himself. When do you think would be the best time to call?”