We were on a cold call when the prospect comes out of his kitchen and the sales rep comes up to him with a business card and says, “Hi, I was in the neighborhood and I thought I’d come by.”

Now there is an inspiring reason for the potential customer to stop doing everything they are doing to spend half an hour listening to a stranger who wants to sell them something, something they think they would already be using if they needed it.

I do not believe it!

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

The initial statement of benefits

The first thing that comes out of the DSR’s mouth should be a memorized and rehearsed 15-20 second “elevator pitch” or initial statement of benefits. Imagine that you get on an elevator and the person next to you asks, “What are you doing?” You are in the place. You have to introduce yourself and make a good impression before the doors to the next floor open. If you babble and mutter, you sound like an idiot and no one will want to talk to you. It is the first impression and it is essential.

In sales, a faulty first impression will be hard to beat, if not impossible. This is why having a well-planned and professional initial statement of benefits is so important.

In these first 15 to 20 seconds, the potential customer 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 pitch” sound natural, on autopilot in the blink of an eye, then you’ll look and sound like an organized pro, like you know what you’re doing. And you will have more confidence. A good start is the key to making more and better “cold calling.”

This is how it may sound; “I am Robin Banks from Sunny’s Food Service. We are a broad line distributor specializing in serving independent restaurants like yours. I would like to take 10 minutes of your time to see if there is a possibility that we can work with you. Now is it? a good moment? “

Important points:

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

2.) It also stimulates the interest of the potential customer (specializing in serving independent restaurants like yours)

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

Get to the point

Ask questions that will win you a second date

Keep your time commitment

4.) She asked the closing question. (Now is a good time?)

5.) One sales mistake Robin avoided was apologizing. She didn’t say, “I’m 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. Get to the point.

Once you’ve practiced your initial statement of benefits, use it several times before making any changes.

Remember, there are only two reasons the prospect will take the time to see you:

1) he is alone

2) He is interested in something.

Suppose you are not lonely. So when your initial earnings statement is successful, you should be prepared with good questions to find out what the prospect is interested in.