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Example: Staffing
In the staffing or recruiting industry, the goal is to call a company and identify whether they need help finding new staff.
The old cold calling approach is, "Hi. My name is... I’m with XYZ Staffing Company, and we offer these services. I’m just calling to..." And by that time, the person pretty much says, "We’re not interested," right?
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With this new cold calling approach, the idea is to think about the problem you’re solving. The problem you’re solving is helping them find good people.
So I would start the conversation with, "Maybe you can help me out for a second?" And they usually say, "How can I help you?"
I reply, "I’m just calling to see if your company is still looking at finding good, quality employees to hire?"
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The response to that is likely to be, "Well sure. Who’s this?" This is a normal response which we want to be ready for. I would simply say, "My name is Ari and I’m with XYZ Staffing Company and we help companies identify and find good people. I’m just calling to see if your company is in a situation now where you’re looking to hire and find new people."
Example: Software
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Let’s say you’re in the software industry, and that you sell software to improve the productivity of an organization. What you want to do is focus on the problem that you solve specifically.
What most software salespeople do in cold calling is say, "Hi, we sell software to help improve productivity." But that doesn’t really identify the problem it solves. You have to focus specifically on an issue.