1. Selling Homeowers’ Enjoyment
of Home
Mark McKenzie, ACB
Persuasive Speaking
Project 2 – Conquering The Cold Call
April 10, 2013

2. Objectives of Presentation
• Learn a technique for cold call selling of
expensive products or services
• Recognize the risks buyers assume in
purchasing
• Use questions to help the buy discover
problems with his or her situations
• Successfully handle buyer’s objections and
concerns

3. Order of Presentation
• Part 1: Presentation - 3 to 4 mins.
– Presentation on the persuasive process used in cold
call sales of expensive items
• Part 2: Role Play – 5 to 7 mins.
– Introduction partner,
– Introduction of scenario for role play and
– Role play
• Part 3: Informal discussion - 2 to 3 mins
– What could I say or do differently to more effective?
– Other questions

4. Consumer Buying Decision Process
Need
Recognition
& Problem
Awareness
Information Search
Evaluation of Alternatives
Purchases
Post-Purchase Evaluation

5. A Five-step thought process used by
buyers
Need Identification Begins when buyer has an unsatisfied need
Recognition of Importance Buyer realizes the need is important that it requires action
Search for Fulfillment Buyer looks for ways to fill this recognized need.
Evaluation of Options Buyer examine different options, study information collected
and match needs against each option
Decision-making After considering the information and options, buyer makes
decision either purchase or not purchase.
Source: The Anatomy of Persuasion by Norbert Aubuchon, see page 7 Persuasive
Speaking, Toastmasters Advance Communication Series

6. Across Domains: Retail Offerings
A.D.A.P.T
ACTIVATION
ASSESSMENT DISCOVERY
• Identify some areas which are of • Activate their perception and
• Ask open questions discomfort about the problem in more
particular interest to you or where you
• Get client to tell you about his/her may be able to make a sale. detail
situation. • Make them dissatisfied with the
• Ask client about problems he/she
• Should be relaxed and non- current situation
may be experiencing.
threatening , seem easy for client but • The 'hurt' of the Hurt and Rescue
• DO NOT start selling product at this
packed with information for you. principle
point.
PROJECTION TRANSITION
• Now that the client is actively • The last stage is to move to the
uncomfortable 'rescue' of the Hurt and Rescue
principle
• Your next action is to move the
client from despair at the size of his
/her problem to hope that he/ she
will be able to find a solution.

7. Across Domains: Healthcare
L.O.C.A.T.E
• Use empathy to show that you • Use active •Detect their needs
and deep and goals
care about them and hence
listening
develop trust that will bond them
to you.
• Watch body
Listen language
• Note that empathy is difficult to • Watch how their
fake -- if you truly do care about body changes with
them then it will shine through their words
your words and deeds. • It communicate
feelings
• If you just ask questions, the
• Bringing things
client may become suspicious. together leads to new
Ask thoughts and
• Share little information about potentially useful
discoveries.
you and your company, do be
careful not to over-do this.
• Ask questions to
discover more detail
that is relevant to your
selling process.

8. Risky Business
• Selling expensive products may take days or
months to complete
• Each step is more pronounced and prolonged
• Salesperson may be addressing more than one
person on buyers end
– Because it is an important and expensive purchase
– May require approval by several people

9. Risky Business
• More money involved in sale
– Buyer more hesitant and cautious
– People are exceptionally cautious about parting
with large amounts of cash
• Buyer wary of personal risk being assumed
– Purchasing mistakes may lead to losing of respects
from superiors , co-workers and family and friend,
demotion or even job loss
• Costly mistakes at home may mean:
– Personal loss or
– Inconvenience that haunts us for a long time

10. Cold Call Sales
• Buyers don’t come to sellers; sellers seek out
buyers
– Targeted as potential markets
• Present a special challenge to the salesperson
– Trying to get others to change
– To accept a new product or service or way of
doing things
• Buyer may not even be aware he or she have a
need or problem

11. To Be Successful
• Win buyer’s trust if you are:
• Honest about yourself, your product and your
experience
• Realistic about what it can and cannot do for the
buyer
• Communicate and maintain contact with the
buyer, advising him or her of potential problems,
offering solutions and promptly responding to
concerns raised by the buyer
• Concerned about the buyer and the buyer’s need,
not yourself and your own needs

12. To Be Successful
• Gently encourage buyers to discover for
themselves that change is necessary or good
• Help them realize you are the resource who
can assist in making the improvement painless
• Credibility is demonstrated in your knowledge
of your product, competitors’ product and the
industry.
• Good communication skills and
• Reliability

13. Cold Call Format
• Your name
• Your company name
• A greeting such as, “Very nice to meet you.”
• Your product or service’s primary benefit
• Why you’re calling followed by a commitment question
• Some discussion to determine interest
• Qualifying
– (do they meet all necessary criteria – affordability, need, health
requirements, etc.)
• Rapport building
• Closing on the next step
• A strong final statement

14. Role Play