The Most Powerful Weapon in Your Marketing Arsenal

Table of Contents

1. Cold Calling, and Why You Do It
   1. Nothing Happens 'Til Somebody Sells Something
   2. But Nobody Can Sell Anything Until They Get In The Door
      1. Where Does Prospecting Fit?
      2. Companies Expect A Lot From Their Salespeople
      3. But Most Salespeople Can't Prospect Effectively
   3. Many Companies Turn To Marketing
   4. What Is Lead Generation?
      1. What Is A Lead?
      2. True Lead Generation Takes Time and Costs Money
      3. How Much Does Lead Generation Cost?
      4. Discussion
      5. The Consequences of Not Generating Leads
      6. The "Breakage" Problem
   5. The Lead Generator
      1. "Telemarketer Abuse"
   6. Getting Good Appointments Is What It's All About
   7. Everything You Need To Know About The Economics of Cold Calling
      1. Profitability Is Paramount
      2. Productivity Matters, Too
   8. Leads versus Appointments
      1. The "Lead Qualification Criteria"
      2. What Constitutes A Good Lead?
      3. How To Make Sure You're Talking To A Decision Maker/Influencer
      4. How To "Create The Need"
      5. How To Magnify The Need
      6. How To Ask Questions To Magnify the Need
      7. How To Ask Good Questions
      8. How To Qualify The Prospect
   9. Get the Appointment, Not the Sale
2. So How Do You Do The Job?
1. Strive For Conscious Competence
   1. Remember That Results Matter
   2. What Results Are You Looking For?
   3. Build Value - The Primary Goal of Every Contact
2. The Lead Generation Process
3. The Structure of the Prospecting Call
   1. The Opening: The IBS
   2. The Opening: The Purpose of the Call
   3. The Opening: The Transition
   4. How To Checkpoint the Quality of Your Opening
   5. How To Use Questioning Techniques
   6. Summary
3. Types of Lead Generation Campaigns
   1. Cold-Calling Campaigns
   2. Pre-Qualification Campaigns
   3. Executive Appointment Setting Campaigns
   4. Nurture Campaigns
   5. Telesales Campaigns
4. Values
   1. Ethics
   2. Do What You Say You're Going To Do
   3. The Most Important Thing
      1. How To Know If You Need Help
      2. The Consequences of Not Asking for Help
   4. Attitudes and Accents
      1. Attitudes
      2. Accents
5. Detailed Cold Calling Techniques
   1. The Initial Benefit Statement
      1. So, What Are Benefits, Anyway?
      2. Writing Your IBS
      3. Examples of IBSs
      4. The Metric
      5. Alternatives - A Failure Path
      6. Using Case Histories
   2. The Rest of the Opening
      1. How To Approach the Prospect
      2. Leaving Voice Mail
      3. Escaping From "Voice Mail Hell"
      4. Getting Past Gatekeepers
      5. Back to The Opening
   3. The Body of the Call
      1. Building Value
      2. Transitioning Out
   4. Closing
   5. Summary
6. Pre-Call Planning
   1. The Telemarketing Plan
   1. GOSPAM
   2. What Are Not Goals?
   3. Creating Scalability
   4. Strategy
   5. Budget Issues
   6. Ask For Help
   2. The Appendix and Attachments
   1. Background
   2. Products and services vs applications and economics
   3. Market Needs
   4. Case Histories
   5. Collateral Material Review
   6. Positioning
   7. Script Elements
   8. List Selection Criteria
   9. Lead Qualification Criteria
   10. Budget and Schedule
   11. Documentation Process
   12. Summary
   3. Preparing Your Scripts
      1. Write Out Your IBSs
      2. Write Out Your Questions
      3. Get The Data Base
   4. Starting The Calling
   1. Practice Calls
   2. What To Expect
   3. Productivity Issues
   4. And, Of Course, Ask If You Need Help
   5. The End of The Trial
   5. Converting to An Ongoing Effort
   6. Conclusion
7. Typical Situations
   1. Prospecting for IT Companies
   2. Prospecting to IT Executives
   3. Prospecting for Commercial Products and Services
   4. Prospecting for Industrial Commodities
   5. Prospecting for a Health Insurance Broker
   6. Prospecting for Consulting Services
   7. Prospecting to Banks
   8. Prospecting for Professional Services
   9. Any More?
8. Time Management
   1. Dials-per-hour
   2. Dials-per-contact
   3. Appointment Rate
   4. The "Three Minutes" Issue
   5. Some Will, Some Won't, So What
   6. Summary
9. Putting It All Together
   1. A Sample Call
   2. Analysis
   3. An Additional Tool
   4. Objections Handling
   5. Persistence
   6. Summary
10. What To Do If…
    1. If You Can't Get The Decision Maker on The Phone
       1. If You Can't Get The Company on the Phone
       2. If You Can't Get Past The Receptionist
       3. If The Receptionist Immediately Puts You into The Decision-Maker's Voice Mail
       4. If The Receptionist Just Wants To Take a Message
       5. If You Can't Get Past Voice-Mail
       6. If You Can't Get Past Telephone Tag
       7. If You Can't Get Out Of "Voice Mail Hell"
       8. If You Can't Get To The Decision Maker
       9. If You Can't Get Past The Gatekeeper
       10. If You Get Sent Down
    2. If You Can't Get His Attention And Interest
       1. If You Can't Get His Attention
       2. If You Can't Establish Rapport
       3. If You Can't Establish Initial Interest
       4. If The Prospect Doesn't Talk/If You Don't Get Any Information From Him
       5. If Your Leads Aren't Qualified
       6. If You Can't Find A Need or Application
       7. If The Prospect "No-Shows"
       8. If The Prospect Puts You Off (i.e. delays meeting)
       9. If The Prospect Refuses to Grant An Appointment
       10. If The Prospect Asks You to Send Information
    3. If You Can't Gain Commitment
       1. If The Prospect Refuses To Pin Down A Date For The Appointment
       2. If The Prospect is Too Interested
       3. If All Else Fails…
    4. Summary
11. Summary: The Most Powerful Weapon In Your Marketing Arsenal
12. Epilog