In this video, we share a recording of a cold call for logistics and freight services where a salesperson does a really good job of closing the prospect and generating a lead. The steps he went through to accomplish this can be repeated for any product or service. Here is what he did, so you can copy and replicate it for what you sell.
Open With the Value Proposition
At the opening of this cold call for logistics and freight services, the salesperson shares his value proposition by saying
We help companies improve their ability to manage the freight components of their business.
This is worth discussing because it differs from what most salespeople do: they usually open a cold call by talking about what they sell. If this salesperson did that, he might say something like:
We are a 3PL and provide:
- Inventory management systems
- Flexible shipping options
- Order fulfillment services
- Customizable packaging services
- Expertise in managing returns
- 24/7 customer support
And while that is more informative, it also flags the caller as a salesperson trying to sell something, leading to more guardedness and objections. All of that is avoided by replacing the product details with the value proposition.
Customer Example
After the value proposition, the salesperson shares a customer example by saying:
We worked with Nissan and helped them establish a cost per pound and piece price for their products. As well as improve their compliance with vendors. And decrease their shipping costs.
Customer examples are a very effective and efficient way to build interest and explain what you do. A good way to use customer examples is either at the beginning of the call as an opener or at the end of the call, right before you go for the close.
Sales Takeaway
After sharing the value proposition and customer example, the salesperson then used a sales takeaway by saying;
Not sure if we are a good fit for you there Jim.
This is an extremely effective tactic for reducing the prospect’s guardedness because it is the exact opposite of what the prospect expects in that moment. Most salespeople push the prospect to move forward, but the sales takeaway is the opposite: going in the other direction. This instantly makes the prospect more comfortable and could even create curiosity.
Pain Questions
After the sales takeaway on this cold call for logistics and freight services, the salesperson asked a pain question by asking:
How concerned are you about costs for inbound or outbound freight?
The goal of these questions is to uncover an area where there is room for improvement or a need on the prospect’s side. In most cases, it will take a few questions before getting a good answer from the prospect. On this call, the salesperson asked only one question before receiving an answer that provided a reason and justification for continuing the conversation.
Cold Call Close
After getting an answer to a pain question that justified a reason to talk more, the salesperson closed the prospect on the next step in the sales process, which is talking more in the form of an appointment, call, or meeting.
This is different from what a lot of salespeople do in that many salespeople will close for the purchase. Even if they cannot take the order right then, they still focus more on that last sales process step by asking questions like:
Are you interested?
Do you need a 3PL?
Are you available for a meeting?
Not only is this not optimal because that is not the next step in the sales process, but this also greatly increases the odds of the prospect using objections like “I am not interested” to try to end the call and discussion.
If you like the steps this salesperson went through on this cold call for logistics and freight services, and want to try to implement this for your own product or service, all of this is explained more in our sales training program, SMART Sales System.
